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.