Over the last couple of years bloggers have emerged as the new tour de force in the world of marketing. With highly engaged audiences, bloggers can reach and influence thousands of people, tuning them in to new products and services within their area of interest. But who are these bloggers, and how can you include them in your marketing plan? What is a blogger? A blogger is someone who writes about a particular niche (parenting, health, golf – you name it, there’s a blog about it!) and they build up a following by posting interesting articles and photographs. Sometimes they’re highly informed, enthusiastic amateurs, blogging in their spare time. Others are professionals in their field, building a business through the…

Chadwicks Independent Financial Advisors offer retirement planning seminars to a wide range of public sector organisations the length and breadth of the country. The aim is to demystify financial planning for retirees and help people organise their cash, investments and assets in the lead-up to retirement. The company commissioned our copywriting service to develop the content for a series of high quality printed information sheets for people who attend the seminars. The challenge was to communicate complex financial issues without overwhelming readers with too much information. John Chadwick, Chairman, said: “I am really pleased with our completed suite of financial fact sheets and they will be very useful for our clients and help us to promote a professional image of…

We’re very excited to have been chosen to provide marketing support to costume jewellery specialists Eternal Collection. The company is based up in the Scottish Highlands and sells a fabulous range of jewellery by mail order and online. Many pieces are designed in-house and crafted by hand using gorgeous enamels, sterling silver, freshwater pearls, crystals and Venetian Murano glass. What makes Eternal Collection so special is the team’s commitment to providing first-class customer service. Customers can choose a variety of clasps for earrings, for example, so their jewellery suits a client’s individual preferences. Also, each piece is delivered in a beautiful display box which makes it feel like an even more special treat. Our role is to work alongside Eternal…

Media coverage can work wonders in promoting your business and getting noticed by your target audience. But these days digital PR has a dual role – in helping you move up the search engine rankings. A PR approach will aim to achieve coverage for your company on digital media that’s read by your audience – whether that’s local and regional newspapers or specialist magazines or blogs. It’s about creating brand awareness (the traditional role of PR) at the same time as creating content that’s worth linking to or talking about on social media (the new role of PR). A link from a highly authoritative source will not only place your brand in front of a new audience, it will also…

This year I (Claire) was lucky enough to go to America for my summer holidays. While there I discovered a delightful Mexican take-away restaurant chain called Chipotle (now open in London – hopefully they’ll come up north soon!) Even more delightful than their food was their packaging. Or rather, the words on their packaging. Chipotle has been running this ingenious campaign called ‘Cultivating Thought’ where some of the country’s leading authors and comedians prepare prose and words of wisdom for Chipotle’s paper cups and bags. They’re inspiring, often funny but mostly thought-provoking pieces about the foibles of human nature. A cup is a bizarre place to find life-shaping thoughts and ideas but, in the words of one of the writers,…