Tag: future

Plan for the down time

Why not make an action plan now of the five things you are going to tackle with your brand and marketing this summer?

These often discussed tasks keep getting pushed to the bottom of your to-do list. Set aside time now with specific dates for each task and spend a day planning each of them. Treat yourself to a nice lunch and have ‘a date’ with your ‘to dos’ and turn them into ‘dones’.

Our recommendations – although somewhat broad and of course non-specific to your cause and charity – would be the following:

 

1. Take a day to review each of your audience types. You should have personas for each type of person and user journeys as to how they interact and when you can prompt them to support you. Do you need to look in more detail about each of your segments? Six advantages of segmentation: Focus of the company / Increase in competitiveness / Market expansion / Customer retention / Have better communication / Increases profitability (marketing91.com)

 

2. Is your digital estate reflective of how people have or would like to interact with you? Do a social audit and write a social media strategy. 80% of social media users prefer to connect with brands through Facebook (Business2community)

 

3. How is my money spent? This is the biggest question current and potential supporters, from your experience, want to know the answer to. Is your charity explaining clearly how each pound is spent to them? What are the impacts and link this to numbers and quantities that are realistic and meaningful i.e. ‘the same as the UK population” and  “the time it takes to make a piece of toast” work because they are easily understood and have a relevant context

 Why not write-up meaningful case studies that demonstrate your work.

 

4. What is today’s brand story? Stooped in myths and no-doubt your organisation has a long history.  People like to read about real people doing real projects, so bring alive the breath-and-depth of your organisation’s history i.e “delivering for the environment for the last 60 years” with the latest projects “here’s our snow leopard live tracking with Hans and his team…”

 

5. Use film. Make your story comes alive in 30 seconds; do have a three minute version (and a ten minute one too for potential partner meetings). About 46% of people say they’d be more likely to seek out information about a product or service after seeing it in an online video and it is the 6th most popular marketing content today (blog-eloqua.com)

 

In the days and weeks ahead, use the summer quiet period to make a difference. We could do the heavy lifting for you and deliver some of the above and help you tick off your to do list, before going back to school.

 

Biofuels – BP leading the way

The requirement for cleaner and cheaper fuels grows each day, alongside the rapid growth in car production. It has been predicted that by 2020, there will be twice as many vehicles in use than there are today. With the continuous depletion of the finite supply of fossil fuels, companies are starting to look to the future for new and more sustainable ways to power our way of life. Biofuels have become a focus fuel as it has the potential to meet these requirements. Ideally, the right crops would be non-food, as this would prevent a steep rise in food prices.

 

Hoping to lead the pack in the race to develop an innovative way to produce a non-food crop to power cars are oil giants BP. Still trying to repair their tarnished reputation after the BP Oil Spill in April 2010, BP are aiming to improve their status in the ‘sustainable and green’ world. However their recent move to the arctic (along with the other big oil companies) has caused controversy, as BP came under fire from environmental campaigners for their failure to address the potentially catastrophic consequences it could have to an already delicate ecosystem.

 

BP have been working hard on creating an invaluable non-food crop that can be broken down into petrol and diesel, and they are claiming that they have found the right mix. If what BP say is true, and they do in fact have the ideal mix to create these crops, then not only will they make a serious amount of money, but we could also be seeing the future of biofuels and car travel, using a sustainable and eco-friendly petrol.