Facebook or face-to-face

Over the last year we have witnessed an increasing number of marketing and business development consultants advocating the use of online networking platforms as ‘must have’ tools for the growing business arsenal. One even went as far as to suggest that, “if you're not LinkedIn, you're not doing business”. Alarmingly in a majority of instances, what was not made clear is that these new routes to market (if indeed they are that), will not be applicable to everyone, nor should they necessarily be used as replacements to tried and tested business development activities.

Recently we carried out some additional work for long standing client Seyexclusive (a travel agent specialising in holidays in the Seychelles), which highlighted the short and long term value of face to face contact. With a website in place and supporting advertising driving traffic to the site, it would have been all to easy to initially consider ‘plugging in’ other online tools to help further develop customer relationships. Instead a decision was made to physically place the service offering of Seyexclusive right in front of one of its target groups, honeymooners attending The Designer Wedding Show, London.

After initial discussions with the client we then collaborated with a fellow exhibition designer to create a stand built around a series of modules allowing it to be reconfigured for further exhibitions. This approach also aided interim storage restrictions.

Materials and colours were selected to evoke those used in the construction and finish of properties on the Seychelles islands. Large format images, plenty of storage and slideshows were all included. One of the key features, a large map of the islands, allowed staff a visual point of reference when advising visitors on resort locations and travel plans between islands. The whole stand was then bathed in a wash of bright light making it one of the most dazzling stands, second only to the spot-lit, wedding fashion catwalk.

So was it worth the effort in terms of design hours, construction, transportation and accommodation. Quite simply...yes. Over the three day period and subsequent weeks our client took a significant number of bookings. More importantly the brand has been further strengthened by having a presence that extended beyond print and pixels.

“You are on my very long list of people to contact today!! We had a fantastic time and the stand was better than I could have imagined it to be!! We had endless comments on how fantastic the stand was and we definitely had the best stand out of the whole exhibit!” 

Christine Kimbrell, Seyexclusive.

Podium finish

This March saw me (Ben) standing atop a winners podium. To be fair I was sharing first place with a good friend Richard Abbot. So what had we won?

Well the simple truth is probably a little respect, recognition and a major insight into what can be done with limited marketing resources. Lets go back to the start.

In April 2008 a small group of riders got together with the simple aim of re-opening a mountain bike area based in the Chilterns. The venue, once recognised as the South East's premier downhill and cross country facility had suffered from miss-management and lack of maintenance ever since the founder was lured off to pastures new in 2007.

After some initial consultation with the land owners (The Forestry Commission), we set about establishing the "new" Aston Hill. Through a combination of word of mouth, a lot of viral marketing, a well publicised re-brand and a timely link up with a National Bike Demo Day event Aston Hill was re-launched, albeit early days and under a blanket of snow!!

Over the following 12 months, sustained communication with our target audience via printed and online media, forums and the website ensured riders were always up to date with everything Aston Hill related. The increasing rider numbers and subsequent gate revenue allowed us to invest directly back into the facility. Riders could see where their pay-to-ride fee was being spent. We also made a point of telling those who had yet to come along and sample the goods.

From the offset one thing was demand more than anything else, a race event, something for which Aston Hill in its previous incarnation was famed for. March 2009 answered all requests for such an event with the best race day organisers, spectators, sponsors and riders could have hoped for.

The race drew over 190 riders aged from 11 through to 40 plus and coming from afar as France and Hungary, many tempted by the prizes which totalled a staggering £2500.00. It received great acclaim in national and international editorial. The fact that potential sponsors who had declined support prior to the event then came forward and asked when the next one would be also highlighted the value to industry stakeholders.

So we are back to the podium. The prizes are yet to be dished out and a BIG thank you speech is imminent. But for a moment I ponder on what both I and Richard have achieved not only on this day but over the last 12 months. We have repackaged, reinvigorated, reinstated and delivered. Importantly this has happened, not for financial motives as our efforts are voluntary, but because of a genuine passion for the pastime of mountain biking and allowing others to experience that passion.

It occurred to me at that point that perhaps more than any other ingredient, passion is the the key to successful marketing. If you don't truly believe your product or service can you market it successfully? If not maybe it is time to let someone else take the reigns.

Back to our roots

It seems these days that having moved from Watford to Tring we now spend more time commuting back to the town of KM Design's origin to meet with the ever expanding client base in that region. Over the last few weeks we have been appointed by 3 new organisations all located within Watford including a catering firm, a highly innovative software/hardware developer and owners of the tallest structure in the town (at present), the YMCA.

A recent highly targeted direct mail campaign has generated positive responses for one of our clients within a couple of days of distribution, highlighting the fact that creative input matched with a strategic approach can reap great rewards... as long as you have defined your targets. It also provided us with a way of getting rid of 200 pots of Basil that were intended for a previous project with said client!! Who says we are not resourceful.

I don't want to dwell too much on the economic climate, needless to say we have seen it's impact where a third party (banking) client has cut back on what was an established annual project. Having spoken with other smaller business owners this seems to be a current trend, it's the big guys that are taking the hits and cutting back, whereas start-ups and SME's in general, are ramping up marketing activity to take advantage of new opportunities. This is all good news for us as we are positioned to provide a huge level of marketing and creative support to organisations of this nature, with past results to prove so. 

Award winning collaboration

For the last 18 months KM Design has worked closely with the Watford based enterprise agency Wenta. Our close collaboration with their marketing department resulted in a successful rebranding project followed by the creation of new business literature - including stationery, service guides and annual reports. Printed collateral has also been complemented by a comprehensive website, site signage, display material and press releases - all supplied by KM Design. Over the last few months we have worked on invitations, brochures and display stands for Wenta's forthcoming 25th anniversary celebrations.

And here is the good news....Wenta's Marketing Manager Abi Hall has recently been presented with the National Federation of Enterprise Agencies award for Marketing. Here is snippet from the awards press release.

"The close-run category, The National Enterprise Award for Marketing, demonstrated how agencies are developing a greater understanding of how marketing and communications need to be embedded within the organisation. Watford based Wenta was presented with the award for its 2007 – 08 rebrand which was strategically driven, with a professional approach and a demonstrable effect on the agency’s business".

Congratulations

New services

Over the last few months and as a result of a significant training investment our service offering has expanded to include PR and marketing. This has bought about new contracts with an existing client, Wenta, the enterprise agency for Herts and Beds and Culligan International (UK), providers of water softener and filtration systems. A schedule of press release activity has been draw up and KM Design have already compiled and distributed a number of stories for both clients to relevant trade publications.

On the design side this month sees the completion of two new branding projects. The first is for new recruitment agency Radiant Recruiting who specialise in solar and gas engineers and the second is for an executive car rental company based in the Seychelles. The logotypes for both these companies can be seen in the Identities section of our Portfolio.

We are also in the progress of designing and producing our own new brochure and website. These are to be completed in the next couple of months. If you would like to receive a copy of our brochure or be informed of when the new website is launched please do send us an email and we will be sure to contact you.

Four wheels move the body. Two wheels move the soul

We are pleased to announce that the absence of any recent news updates can (fortunately) be put down to one fact.... we have been busy. Very busy. Whilst the media talks of economic slow down we are seeing an increase in the demand for our services.

This month bikes, both pedal and petrol powered have been the focus of our attention. Through the development of a dedicated website, the implementation of a viral marketing campaign and conventional PR activities, we have assisted a local mountain bike group re-establish a once popular facility through partnering with the Forestry Commission and CTC.

Moving to the significantly faster world of motorbikes we have just completed another exhibition branding project in conjunction with Getty Images Gallery, celebrating 100 years of the Isle of Man TT Road Race. The exhibition, curated by Murray Walker and featuring a collection of images documenting the history of the race was augmented by a huge map, text and a liberal smattering of chequers throughout the gallery space.

A little bit of everything

Well February is here already and whilst attention turns to the Six Nations Rugby Tournament and what restaurant to book on the 14th, KM Design continues growing its list of clients and successfully completed projects at great pace.

First off is the completion of a new identity for contract catering firm Valeside. Officially rolled out last week and featured in Design Week, the new identity is being applied to corporate stationery, brochures and website.

The rebranding of Oakleys estate agents is being implemented across all communications platforms. Newspaper ads and striking "for sale" boards are now out in the public domain.

The latest Conde Nast Traveller magazine features a classified advertisement created for long standing client, Seyexclusive, the Seychelles travel specialist. Staying with the island paradise we are also in the throws of completing a new identity for one of the islands executive car rental firms.

On a final note KM Design is now a member of the Hertfordshire Chamber of Commerce and Federation of Small Businesses. Look out for an article by us in the next Chamber of Commerce newsletter.