Napier is a B2B technology PR agency that uses deep market insight to deliver integrated PR and marketing campaigns that drive our clients' commercial success in the UK and across Europe. We build campaign plans from our clients' business goals, using our research and expertise to find the best strategies, media and messages. Napier delivers content-driven campaigns that cut across..
Lily McIntosh, a a Year 10 Durrington High School Student recently completed a week’s work experience at Napier. Read her blog to find out what she learnt during her week at the Napier office:
My work experience at Napier gave me a chance to learn about what it’s like to be in the workplace and an idea into careers you could apply for in the future.
I am a Year 10 Durrington High school Student who is currently taking Business, Drama, BTEC Digital Information Technology and History as my GCSEs. Within my GCSE courses they have taught me how to set up a business, promote products and to target a certain audience. I decided to do my work experience at Napier Partnership in Chichester, because I thought it was suited to my GCSE’s and wanted to explore what working in a B2B marketing and PR company would be like.
Over the last week, I have learnt about researching and finding the right stories for the Directors social media accounts, and how to publish and schedule Tweets using HubSpot. I also learnt about Inbound Marketing, and why it is so important for a modern marketer’s strategy.
Other opportunities I have had, include learning about ad design and video editing, with Napier’s graphic designer, Rob. Rob even showed me how a video is created through to the finished product. I have been shown how to use HTML coding for emails and websites, which is confusing at first but once you have your head wrapped round it all, it is not so difficult.
Overall, my experience here has been great, the Napier team has been very warm and welcoming during my time here. I have enjoyed learning new skills I could use in the future and in jobs that one day I might apply for.
Thank you to Napier for the insight into the world of work.
E&T Magazine has announced that from the 13th March, readers will notice a slight change in how their magazines are delivered.
From its next issue, the E&T magazine will arrive in a fully compostable wrapper, which will naturally break down in either their reader’s food waste or garden; ensuring that no E&T magazine wrappers will harm any wildlife.
Alongside their new ‘green’ initiative, E&T are also offering a sponsorship opportunity to companies who would like to share ads that have an environmental tie-in; and will be featured on the carrier sheet of paper with the IET members address label.
With a circulation of 144,000 copies, we think its terrific to see a publication thinking of the environment, and that by being ‘green’ E&T magazine can offer companies a great sponsorship opportunity.
This week we learnt how, as a company we build a successful brand and communicate this with our customers. Organisations can sell their products or services, but it all comes down to the fact that customers buy because they believe in your brand and not just your products and services.
Successful brand building is at the root of a profitable business and one of the biggest hurdles that a marketing team will face. Marketing’s role serves to generate brand awareness and to strengthen brand image as a strong brand will generate profits.
What is product management?
Product management involves being responsible for understanding customer requirements and implementing changes to product ranges. Funnily enough, products are managed by product managers, and this means that they are responsible for adding particular products to ranges or discontinuing old products when they reach the decline phase of their product lifecycle.
I have touched on the product lifecycle, also called the Diffusion of innovation model before in CIM, it’s the breakdown of the phases that a product will go through, starting with its introduction, through to decline phase and is demonstrated in the diagram below.
Benefits of branding
Organisations have assets in which they can add brand value. These assets include:
Brand name awareness
Companies need to build on their brand in order to improve their assets, here are some of the benefits that brand building can bring:
Improved perceptions of value – customers will see a greater added value when they buy your products
Trust – customers trust brands that have a clear messaging and structure
Less vulnerability to competition – a clearly defined brand will differentiate you from other businesses as customers can easily identify you from the rest
Less vulnerability to crisis – strong brands can leverage the brand name to survive a public crisis
Larger margins – customers buy for the added value that your brand brings when they make a purchase, meaning that there will be more sales to well established brands
Platform for brand extensions – using an existing well-established brand on new products to increase profits
Google recently released its Lead Gen UX Playbook, a collection of best practices to win over potential customers.
With lead generation arguably one of the most important objectives for marketers, it’s even more vital that we create a ‘perfect’ lead generation landing page. This page must convince your visitor that it’s OK to share their personal information with you.
I know what you’re thinking; how hard can it be? Well, with visitor expectations continuously on the rise, marketers are faced with the challenge of finding the right balance; providing visitors with just enough valuable information for them to be attracted to your proposition and engage with you, but at the same time provide them with a positive, beneficial and seamless customer journey.
So, here are five tips we learnt to ensure your lead generation page is hitting the right balance for success:
Avoid Generic Call-to-Actions (CTA)
CTA’s are possibly one of the most important things to feature on your landing page. Unfortunately, many fall into the trap of a generic, or somewhat ‘standard’ CTA such as ‘learn more’. A generic CTA allows your content to be interpreted in many ways, where a specific CTA increases the information sent by stating precisely what visitors should expect. This can include ‘Start a free trial’, or ‘Sign Up and Get the Best Daily Tips’.
Benefits of making your CTA more descriptive include;
Links being more enticing to users and potentially more persuasive
More keywords featured on the page which will help search-engine optimization
Providing a clear entry point into the process
Make Sure your Value Proposition is Clear
It’s vital to ensure your website or landing page immediately make your value proposition clear to visitor. They may feel they are spending valuable time looking at your site, and as such need to know instantly whether you are worth the effort! Here are some best-practices to make sure your value proposition is clear:
Use legible font sizes to ensure your proposition is eye catching
Position your value proposition at the top of the page, you want it to be the first thing your visitor will see
Use a clear CTA
Don’t use full page interstitials
Use Social Proof to Gain Trust
Social proof is considered to be a psychological phenomenon, stating that people reference the behaviour of others to guide their own behaviour. For example, visitors may use reviews or testimonials to find out how others perceive your content, services or products.
As such, having visitor ratings, testimonials or even several visitors using services/products on your page, will help increase credibility with the audience.
Establish your Credibility with Free Trials or Demos
Free trials and demos provide you with an opportunity to reassure the user that your product or service is worth the investment. Potential customers need reassurance that they can trust you to provide the results you promised.
Offering a demo on say a marketing automation platform, or a free assessment on their website will help you establish your credibility, as well as promoting the knowledge you have on these subjects.
Optimise your Form for Ease of Use
Picture this, you’ve convinced your visitor that your content is valuable and will provide great insight, so they click through to the page; yet when they arrive they never fill in the form. Could this be because they were faced with a large, and unnecessary number of fields to complete?
Optimising your form for ease of use is essential to ensuring that you receive the visitors contact information. Reducing the number of fields to only include the most important (e.g.: name, email and company) will go a long way in making sure your lead still finds it beneficial to download your content.
Each organisation needs efficient resources to maintain successful business, and these resources need to be effectively managed and allocated. Last week we talked about the benefits of internal communication, which leads into why some organisations will employ an Integrated Marketing Communications (IMC) Manager. This manager will specifically handle the responsibility of communications management and internal marketing. A good IMC manager will ensure that there is a constant flow of communication, both internal and external.
Types of Resources
We can look into four different areas of organisational resources, these are the following:
Physical Resources – They vary depending on the organisation but for some this will include physical manufacturing capacity, retail outlets and office buildings.
Human Resources – Is a key resource for every organisation, they include members of staff such as managerial, admin, and specialists. It’s important to remember that when employees are motivated and engaged the performance of the company will be better.
Financial Resources – This area is usually managed by a financial specialist, and budgets are put in place. A company’s financial resources will include net worth, capital, credit reputation, cash flow and share price.
Intangible Resources – Is a bit harder to put onto paper, but it a company’s overall image, branding, market reputation and goodwill attitude.
How do we allocate these resources?
Fred Reichheld created a model called the Service Profit Cycle (SPC) in 1996 to demonstrate the links between how the company operates internally and the service performance it offers externally.
The way it works is simple, each linkage on the chain affects the next stage in the cycle:
Respectable amounts of employee retention and profitability means that they can afford to produce good quality external services to their clients.
If there is a production of good quality of external services, then we will have happy and satisfied clients.
If we have satisfied clients then they are likely to be loyal to the brand, become our promoters, are likely to purchase more/ often and recommend services to family or friends.
If our clients stay loyal, promote the brand, or purchase more from their satisfaction of the service, then we will see a rise in profits. As it’s cheaper to retain customers rather than to invest in new business, this will contribute to the growth of profits.
If there’s a rise in company profits, this money can be invested into internal growth such as employee recruitment, training, development, recognition, rewards and tools to aid our work and help us do a better job.
If internal service quality is high, this in turn increases employee satisfaction.
Employee satisfaction leads to higher employee retention rates.
It is possible that the SPC can also work in reverse, so don’t get caught up in the cycle of going in a singular direction. For example, where there might be a reduction in company profits it will mean that the company must make cuts elsewhere. At every point in the chain there is chance for positive or negative effect e.g. the level of customer satisfaction will affect the level of customer loyalty, if customer satisfaction is high, it will increase customer loyalty; Likewise, if customer loyalty decreased, then profits are also likely to decrease.
We were recently contacted by Ian Poole, editor and owner of both Radio Electronics and Electronics Notes, who informed us of the news that Radio Electronics is now being incorporated into Electronics Notes, as Ian enters semi-retirement.
Electronics Notes is a platform that has been set up to provide resources required by engineers and has been built on the success of Radio-Electronics, to ensure the information provided is easy to read and in a variety of forms including diagrams, images, and videos. The site covers a wide range of topics relevant to engineers, makers and students. Basic concepts such as voltage and current will be covered, as well as the IoT and the latest component and manufacturing technologies and techniques.
Redirects will be put into place to direct traffic from Radio-Electronics.com to Electronics Notes, with an expected million page views to be received each month.
Interestingly, Electronic Notes will also provide advertising opportunities via Google Ads. This is different to other publications, who aim to sell their site direct to advertisers, whereas this approach requires that display network campaigns are set up in Google advertising and are targeted specifically at the Electronics Notes website.
Using Google Ads is a strategy that reduces the need for sales – there is no need for a sales team – which hopefully will allow Ian some well-deserved time off. Advertisers also benefit from having more control as they can directly set up and manage their own ads on the site. The approach is also much more efficient and offers the prospect of CPMs that could be an order of magnitude lower.
We look forward to the success of Electronic Notes and are interested to see how the Google Ads approach is received by advertisers in the electronics industry.
Rachel joins the team to support both the WNIE portfolio of products and the expansion of the client list. Rachel commented “I am really excited to be part of the WNIE team, although I am not from the industry I have spent most of my working life interacting with customers and run my own business. The WNIE portfolio of products covers all aspects of modern marketing requirements and I am looking forward to working alongside Claire and her team.”
As 2019 looks to be another busy year for the WNIE portfolio of products; Claire Saunders WNIE director said “Rachel’s enthusiasm to succeed at any challenge and her friendly and bubbly nature will make her a great addition to the team. We’re excited to have her on board. “
We wish Rachel the best of luck in her new role and look forward to seeing WNIE’s growth continue.
WNIE Live recently announced that it would be returning in September 2019, and has now revealed it will be located in the Midlands at the NAEC Stoneleigh in Warwickshire, a major center of R&D, development and manufacturing in the UK.
Taking place from the 18th-19th September, WNIE Live provides visitors the opportunity to see a range of products in action; welcoming over 3000 people through the doors.
Hosting the event in the midland’s region brings many fundamental advantages to WNIE Live, as the region is home to two advanced manufacturing centres, The University of Warwick, and the recently announced Smart City Mobility Centre at Wellesbourne Technology Park.
Events Director, Claire Saunders commented “The UK electronics and embedded sectors are still seen as global industry leaders, WNIE Live 2019 will again deliver a platform for industry to come together and connect, learn and make key contacts. The midlands region continues to provide us with the prime location for this premier UK electronics and embedded event and we look forward to welcoming back previous exhibitors and visitors and meeting new ones!”
To find out more information about the event, please click here.