Earlier this year Clever Marketing moved from our long-term home in Farnborough, Hampshire, to new offices just a few miles up the road and over the county border, in Woking, Surrey. We’d been headquartered in Farnborough, the home of British aviation, for over a decade so this was a new experience for us all.
Our new offices are now in the local landmark Export House, the former BAT building, once the headquarters of British American Tobacco. Export House is a buzzing hub of local small businesses. Our building is the tallest in Woking and the fifth highest in Surrey. It even has its own Wikipedia page.
But we’re not the only new residents of the prominent Woking office block. Walking into our reception area, one of the first things our clients notice is the huge TV screen streaming 24-hour news and live feeds from CCTV cameras around our building. However, they are not just any ordinary CCTV feeds; one relays the activity from the nesting box of a pair of Peregrine Falcons.
Yes, we share our HQ with the famous Woking Peregrines. That’s no idle boast either because the breeding birds are indeed very well-known. They have their own twitter feed and hashtag #WokingPeregrines and a website, The Woking Peregrine Project. What’s more, they’ve even featured on ITV News!
And it is no accident that the breeding pair are under the watchful gaze of the security cams – Peregrines are a protected species, benefiting from the highest level of protection under the UK Wildlife and Countryside Act. Even disturbing the birds can result in hefty fines or even a prison sentence.
With such status, it is no wonder the Woking Peregrines are so keenly observed and they are monitored through cameras installed in their specially-built nest box, 15 floors up in Export House, Woking town centre.
The Woking Peregrines started laying eggs at the end of March and by the beginning of April had a clutch of five. The mother and father now take turns in keeping their brood warm and the eggs are expected to hatch sometime after Easter.
We’re all keen to see the chicks hatch and the fledgelings will take a further few weeks before they finally leave their nest, so it will be May or June by the time we see them take flight.
So watch out, pigeons, there could be as many as 7 new raptors in town, that’ll be the Woking Peregrines.
For all the latest updates, see the fabulous Falcons on, er… Twitter… @WokingPeregrine
Many features go into creating the best landing page design. Once you know who your target audience is, planning what features you need to include on your landing page is very straightforward. Of course, visitors to your website will vary but your objective is to appeal to the majority of those you want to attract. We all know a landing page must have enticing copy, attention-grabbing imagery and a strong call to action, but what are the essential characteristics you need to incorporate to be heads and shoulders above your competition?
The most important feature of your landing page is your headline. It’s the first thing a visitor sees when they land on your website so it’s essential you get it right. It must be short and attention grabbing while outlining the services you provide. Your sub-heading, on the other hand, can be more persuasive, encouraging visitors to remain on your website.
Imagery on your landing page must relate to the content, be large and of high-resolution quality. If you’re using photographs, make sure you opt for the best – source suitable stock images if your own are not impactful enough.
Conversion rate optimisation starts here. Visitors to your site will want to find out about your business, more specifically how your business can benefit them. Think about the services or products you have on offer. Make these easy to read and always ensure they are tailored to address prospective customers’ challenges. Test new content regularly to improve performance.
The navigation on a landing page is just as important as the content. You want prospective clients to stay on your website rather than clicking away so it’s all about making it easy for them. Think about where they might head next after the landing page, consider the flow and ensure the navigation is logical. Essential information like a phone number and contact email address should be visible at all times.
Having client testimonials accessible from your landing page is a great way to show trustworthiness. Prospective clients visiting your site will want reassurance from others that you do a great job. Testimonials should be specific to the task at hand – ideally with a contact name, job title and visuals. Generic testimonials without all of the above tend to hold a lot less weight.
The best landing pages have contact details available at all times, not just on the landing page but the rest of your website too. Ideally, you need your phone number, contact form and links to active social channels. The job of your landing page is to make it easy for a prospective client to find all the information they need. Having contact details in full view at all times is a great way to maximise opportunities.
A call to action (CTA) should also be easy to see (think about positioning, size and colour) with enticing copy to encourage visitors to take action. It forms an essential part of your landing page – the difference between leaving your site and finding out more. Part of a conversion rate optimisation (CRO) process should be to test and track your proposition and calls to action. Try different messages to see which works best. Continually seeing your landing page performance improve will make a world of difference to your business over time. You shouldn’t create a landing page and leave it alone for several months – the goal here is to attract as many enquiries as possible from the same amount of visitors. Never settle for average performance!
Your website landing page is where you attract potential customers, encourage them to find out more about you with the ultimate result of winning business. But a powerful landing page is not enough on its own, it needs to be regularly updated to keep it fresh and generate the required interest levels. The best landing page examples constantly evolve!
When a company visits your website, do they get the same brand experience as they would across your other digital channels? What about offline – is the branding of your brochure or print campaign consistent with your online branding? Brands never want to be predictable but when it comes to marketing strategy, consistency really is essential.
It raises brand awareness giving your company a personality and identity. It reinforces your position in the marketplace, therefore driving authority. It helps attract new customers. An inconsistent message can create confusion and could be seen as a sign a company cannot be trusted. Companies are often time short so how can you ensure brand consistency internally and externally across all touch points all of the time?
The building blocks of a consistent brand identity include messaging, tone of voice and design guidelines. While these must be specific to your company, these are the main elements that should be considered.
A brand message should clearly define your positioning. Think about your logo and rules for using it with or without a tagline too. Consider how it will be applied and if you need different versions (ie; a logo with a transparent background might be a requirement). If your branding agency is designing a new brand identity, consider how it will translate across all touch points. Will one logo suffice or does it need to be scalable?
Brand design is not just about a logo, design guidelines are a fundamental part of the mix. Typically these should include a colour palette, font type and weight, photography and illustration styles as well as other visual elements. Consider how the colour palette will work online and offline, checking colour matches in programmes such as PowerPoint. It’s worthwhile including guidelines for your website (ie; banners, buttons, web fonts) and print (ie; specifications for the most used collateral). Your brand design agency can help with this.
As well as the look and feel, tonal values are just as important. Consider how your tone of voice will be applied on your website and in print but also across your social media channels. Think about the personality of your company, what kind of impression you want to give and how should you communicate. Cover off best practices like grammar, punctuation and spelling with your branding agency as well.
Once your brand guidelines have been finalised by your brand design agency, it’s worthwhile considering a cheat sheet featuring the most used elements too. It’s a great way to have a quick point of reference while ensuring brand consistency. Clear brand guidelines should provide everyone internally with a framework to implement activity across all channels.
If you require help with your brand identity or brand guidelines, feel free to contact us on 020 3146 4341 today.
A well thought through creative brief is where a successful project begins. It builds excitement around a forthcoming project and it’s the best way to inspire your graphic designer or graphic design agency. The outcome is more likely to result in a solution that’s interpreted the way you want it to be and within budget.
Depending on how well you know your graphic designer or graphic design company, briefings are most effective when conducted face-to-face. The information provided in your written brief forming the basis for discussion. Regardless of whether you need a logo, a brochure or website design services, often sharing more information in a creative brief is more beneficial than not enough. But what are the essentials? Here are Clever Marketing’s top 7 tips to get you started.
Imagine your graphic design agency has no knowledge of your business and what you do. Rather than assume what they might know, supply them with everything they need. Thinking about where you are now, provide an overview of your business and your proposition. Consider the benefits of your products or services and your USP’s. Within the marketplace, outline your positioning, your competitors and how your business is perceived. Depending on the scope of work, a SWOT analysis may also be beneficial.
Outline to your designer or graphic design company what you want to achieve from your project – lead generation, brand awareness or driving traffic may all be factors. Think about what you want the call to action to be and how you’ll measure effectiveness.
Once you know what your goals are, you can consider how to get there. What do you believe the scope of work is ie; a re-brand, collateral or a new website. If you’re unsure of all the elements, your graphic designer or design agency can help you. Do however outline exactly what you think needs to be done. It might be a 24 page brochure in full colour with an online version for your website for example. Think about print quantities and who might do the printing – can your graphic designer or design agency organise this for you. Consider whether more than one version is required. For websites, think about the customer experience and how quickly visitors can get to the information they require. Consider the journey you want to take them on and how you’ll keep them there.
Think about your audience and what types of people you would most like to talk to. Describe what they’re like professionally and personally including specific socio-economic classifications where relevant. Does this audience know your business already or are they prospective clients? Is there a need to design more than one version or create a separate page on a website? Think about what will appeal to your target audience and why they should believe what you’re saying.
Before a new project commences, a budget must be agreed with your graphic design agency. The estimate should provide a detailed understanding of what’s included for the duration of the project. Payment terms should be agreed before work starts. Should the brief change once work has begun, additional costs can be incurred. This is why it’s important to get the brief right from the outset. If printing is a requirement, this should be included in your budget along with any other extras like envelopes. For websites, consider how you’ll drive traffic to your new site. Do you require SEO services or social media support for example.
Think about the messaging, style and copy for the task in hand. What look and feel are you going for? Can you draft any outline copy? Take into account colours and fonts as well as examples of what you do and don’t like. Any mandatories and constraints should also feature. Share your brand guidelines if you have them to maintain brand consistency. Always supply your logo as well as images you’d like to feature unless these are being sourced. Consider too the tone of voice that should be used to identify with your target audience. Existing collateral can be referred to as a style guide. For websites, also take into account the keywords you need to include.
Realistic timings are essential before commencement of any project. A timeline should be drawn up which include key stages from briefing to delivery. Actions should include who has responsibility for what and by when. Where the requirement includes printed collateral, print lead times should also be incorporated. The same applies to any internal sign off procedures.
Although this might sound like it’s a lot to think about, you will know much of it already. After all you know your business better than anyone else. But by sticking to these steps, briefing your graphic design agency will be far more effective!
As technology continues to develop and change the way we do business, many have turned their back on traditional print.
Whilst digital marketing like email newsletters, organic SEO, PPC advertising and social media can deliver great results, integrating online marketing with traditional print can be a more powerful marketing tool, so make it part of your marketing mix.
We love all things Print. We’ve helped many clients grow their business by using our wide-ranging print skills and expertise. By understanding our clients’ business we can guide you through the entire process producing awesome designs and innovative printing. From our customers’ feedback, we know that print still has a massive role to play in getting their brand and business noticed.
Print is tangible, engaging and versatile plus it offers a sensory experience that can help get your business noticed in ways that digital media cannot. We still design and print everything from business cards to the college prospectus, posters and stickers, books and catalogues, brochures, corporate literature, branded stationery, direct mail, exhibition graphics and flyers. Litho print or digital, print runs large or small…
Print’s not dead! Far from it.
Sound too good to be true? Here’s a testimonial from just one of our many happy customers…
“Clever Marketing offers a thoroughly professional and friendly service as well as an excellent quality product both in terms of design work and production. Without Clever Marketing’s print experience, knowledge and quality supply of services and materials, the charity would not have evolved to where it is today.”
CVQO Brand & Project Manager.
Still interested in print? So are we. Take a look at our print portfolio.
Give us a call on 020 3146 4341 or email email@example.com to chat with us about your next up-and-coming campaign and we will do our utmost to ensure that you are more than happy with your next print run.