Keep doing what you’re doing!

Have you ever stopped to think that you're doing the same things with your marketing budget as you did last week, last month or even last year?

There's not necessarily anything wrong with that, but you could take the view that if you "keep doing what you're doing, you will get what you always got".

This, of course, may be a good thing especially if you've been getting results.

However, even a previously successful approach may need to be re-evaluated - especially in the current economic climate where it's quite likely that your marketing budget has been significantly reduced.

So, how do you continue successful activity on a much reduced budget?

How do you manage to keep investing in your brand so that you emerge from 'recession' fitter and with increased market share?

By focusing on the essentials, on the activities that work, and getting them to work smarter and harder for you.

We enjoy rising to the challenge of doing things differently, of using our skills and experience to deliver cost savings without having a negative impact on the customer experience of the brand, or return on investment.

We've successfully done this for a number of our clients.

Case study 1

Our client was producing a regular monthly communication that was a fundamental part of their offering.

We recommended that they implement a careful, well thought through re-design which would not only help present the information more clearly and concisely, but also help make substantial savings on their print costs.

By reducing the pagination from 12 to 8 pages and using a combination of colour and mono pages we were able to help the client make savings of nearly 40%.

Over the financial year this equates to a total saving of over £18,000.

Case study 2

As a main part of its employee training our client was producing an A5 product ‘bible’ used as key selling tool by its sales consultants.

The design had already been optimised so that as information changed, it was relatively simple and cost effective to update the affected pages.

We wanted to take things one step further. By researching how the guide was used, and determining what information was critical to the sales process, we were able to establish that:

• The pagination of each of the sections could be reduced
• Some of the detail that required regular updating wasn't really needed (creating ‘unnecessary' reprints)
• The quantity of updates being produced could be reduced

By implementing our recommendations, our client made savings of over 25%. Over the course of a year this will put almost £10,000 back into their marketing budget.

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