Safer site procedures during the pandemic

As specialists in construction and manufacturing, many of our clients have been affected by the COVID-19 outbreak – either by closures, interruption of work or even just widespread confusion. In a letter to the construction industry, the UK’s Secretary of State for Business, Energy and Industrial Strategy has now confirmed that the sector is essential and should continue to operate under specific safety guidance.

In accordance with the Chief Medical Officer’s advice, the Construction Leadership Council has published a set of guidelines to help site managers continue in the safest way possible.

The Council’s advice can be broken down into three key points:

 

  1. Enforce social distancing on-site

First and foremost, all non-essential site visits should be stopped with immediate effect. When on site, all workers should maintain two-metre distances at all times, physical contact should be avoided and any activities requiring skin to skin contact must be halted.

To aid this, site managers can stagger the start and finish times of their team members, reducing on-site congestion and contact throughout the day. Social distancing should be observed not only while working, but also in the canteen, toilets and anywhere else that individuals could congregate.

 

  1. Improve hygiene facilities

Site managers should look into installing additional hand-washing facilities on-site, and making hand sanitiser available where this isn’t possible. Regular hand washing should be encouraged throughout the day, especially following direct contact or use of shared tools.

Similarly, tools and equipment should be cleaned and sterilised between uses – doing so can significantly decrease the risk of the virus spreading.

 

  1. Ensure safe waste disposal

Site managers should be vigilant in ensuring that waste is disposed of regularly and safely. This includes general waste, but also single-use PPE and other disposable equipment. Cleanliness standards should be increased, and closely regulated.

 

In the construction sector, as in wider society, safety must come first in the current climate – but it’s important to keep the industry moving. By following the guidance provided, site managers can enable construction to continue in the safest way possible and protect both employees and ongoing projects.

 

For more advice on ensuring safe operating procedures during the COVID-19 outbreak, use the following links to access relevant resources:

Long-term brand strategy during a crisis

The outbreak of the COVID-19 pandemic has affected brands in almost every sector across the globe to varying degrees. Some industries, such as hospitality and travel, have been brought almost to a complete stop while others are adapting to remote working or reduced staffing policies.

Whilst it is a challenging time for all bringing sweeping lifestyle changes, it’s important to recognise that it is a temporary situation. It’s likely that we’ll learn important lessons through the crisis and return to a ‘new normal’, but it remains vital for brands to keep an eye on the future.

 

Keeping marketing in the picture

Ultimately, marketing is an investment, and should be treated as such – rather than as a cost. Although there is no precedent for such an impactful pandemic in the modern era, we can take a few lessons from the 2008 financial crisis, which saw many brands take a hit.

Following the 2008 financial crisis, strength of brand – or ‘brand equity’ – proved to be a significant factor in businesses’ recovery. Brand equity is made up of three key elements:

  • Brand meaning – how is the brand seen by consumers?
  • Point of difference – what differentiates the brand against the market?
  • Salience – how well recognised is the brand?

Of these factors, salience is the greatest indicator of a brand’s ability to recover effectively. It’s having a strong point of difference, however, that tends to indicate growth in the long term.

Brands can improve their salience by ensuring that they have an effective share of voice, which should be equal to their market share, if not higher. Despite the current situation, very few consumers are expecting brands to stop advertising completely, so there’s no reason not to keep developing brand voice provided the messaging remains relevant, reassuring, and avoids profiteering.

Marketing might not be the first thing on everybody’s minds right now – but it certainly shouldn’t be the last, and brands that continue to work proactively will reap the benefits in the long term.

Marketing in Construction Summit 2020

As specialists in providing marketing and PR support for businesses within the construction and manufacturing sectors, it was a no-brainer for us to attend the Marketing in Construction Summit. Having attended for the first time in 2019, this year it was Alexandra’s turn to make the trip to the big smoke as the face of TMPR – networking with industry partners and listening in on thought-provoking seminars all focused around marketing in construction.

Here she takes a few minutes to share some of her personal highlights:

 

Hosted at CentrEd at the ExCel in London, the Marketing in Construction Summit saw a series of sessions from industry leaders and opportunities to share best practice advice on brand awareness, digital comms and much more! But, a few sessions stood out to me and echoed the advice that we share with our clients, so I thought I’d share three top tips that can be used to enhance service offering for clients.

 

  1. Website Optimisation

Being found on the first page of Google is an ambition for most businesses in today’s technological world and SEO is more important now than ever before. Google assesses a website’s trust based on how it appears on a mobile device first and foremost and desktop later – so it is imperative that your website has been optimised for mobiles!

Also, SEO keywords need to go into the hundreds! Pick the battles you can win (eg. Location, specific businesses USPs) and you have more of a chance of appearing on that first page. If your SEO is up to scratch, that should work even better than PPC!

 

  1. Content is king

At TMPR, content is our area of expertise so one session that resonated with what we do as a business was storytelling. Within stories, the reader trusts the teller and influence is created through emotional engagement – and this should be the same with your marketing strategy. The construction industry has faced a lot of scrutiny over the last few years, and as marketers, we can change this by telling stories that we truly believe in and adapting our copy to the right audience.

Immersion, simplicity and familiarity are key!

 

  1. Crisis Communications

We’re PR people as well as marketers, so understanding crisis control is essential. It is important to have a crisis plan in place, but where to start? Begin by identifying what is most likely to occur and then move towards what is going to be most damaging… By being proactive and having a crisis plan in place, clients can focus their time where it is needed in an emergency and most importantly are able to keep communicating with stakeholders!

 

These are just three top tips that reflect what we believe as a marketing agency and share with our clients. The Marketing in Construction Summit is the only one of its kind in the UK and is a great opportunity to meet up with industry partners, share ideas and expertise, but most importantly, ensure we continue to deliver the very best for our clients.

To find out more about the event and mark a date in the diary for next year, please visit https://summits.ukconstructionweek.com/index.php.

Managing change in manufacturing

The Technical Marketing & PR team recently attended an expert panel discussion covering change management in manufacturing, hosted by Darwin Gray. Joined by an audience steeped in experience within the manufacturing sector, the panel evoked constructive discourse around how businesses can capitalise on new opportunities in a rapidly changing industry.

Change is inherent in manufacturing – whether it’s the effect of new legislation on supply chain management, or a generational shift in working patterns. It is, as the old saying goes, inevitable. As the discussion progressed, it became apparent that change is not something to be feared so much as seen as an opportunity to excel.

So, how can manufacturing businesses start managing change?

 

Plan for change

Too often, specialist consultants and industry experts are brought in to oversee change management projects during times of crisis. The first thing that the panel was keen to raise was that things don’t need to be heading south for change management to kick in – in fact, it’s much better to take a proactive approach.

There’s always a lot going on in manufacturing, and keeping your ear to the ground can go a long way to making sure you are ready for any changes that will affect your sector. Failing to plan is planning to fail – there’s a lot of clichés we could lean on here, but it’s safe to say that those who plan are most likely to prosper.

 

Encourage a ‘change mindset’

Change management does not have to mean an overhaul of business procedures. By creating a culture that supports growth and change, manufacturing businesses will be able to change gradually and ensure that they are working effectively and prepared for the future.

It’s important to be open to change. This might sound simple, but it’s crucial to recognise that change is happening every day – it’s normal, and we must accept it in order to make the most of new opportunities. By embracing a change mindset, manufacturing businesses can be flexible and take any developments in-stride.

 

Communicate and collaborate

One of the messages that the panel was keen to impress was that there is a wealth of support available to manufacturing businesses. By surrounding yourself with experts in your field, you can ensure that you have access to all the knowledge you might need to progress.

It’s worth being prudent with anyone who you introduce to your business, but the panel agreed that being trusting and finding the right partners can be invaluable. Whether it is involvement in government schemes or engaging more closely with local professionals, there is a huge ecosystem around the manufacturing industry which can be tapped into.

 

While there is a question around recognising the need for change, it seems more sensible that manufacturing businesses take a proactive approach to change management. With a strong team and a willing attitude to change, you can prepare your brand for the future and ensure that you’re evolving day by day.

For advice on how marketing and PR support can help you manage and effectively communicate changes in your business, contact the Technical Marketing & PR team.

The Power of Live Events

So, you’ve nailed your social media marketing. Your email outreach is second to none, and your direct marketing is drawing potential customers to your website. What else could you possibly do to improve your marketing strategy?

It’s time to put yourself out there. Jump in the car, hop on the train or catch the bus – and make yourself known at live events. Whether your business lies in B2B or B2C, trade events, networking events and expos could be an untapped market worth making the most of. A recent survey of over 1,000 senior marketers found that the most successful businesses spend nearly twice as much on live event marketing as the average business, and the majority of these marketers planned to invest more into live events in the future – both in terms of budget and number of events.*

Here’s a few things to bear in mind before you dive in:

 

Raise your profile

By appearing at events, you can position your brand as active and involved within your industry. Signalling your presence within the industry will raise the profile of your brand and contribute to your credibility, thus underpinning your entire marketing strategy.

You will be able to make valuable new contacts at events and establish relationships. No matter how strong your outreach is, there’s no substitute for face to face communication when it comes to developing relationships – so spending time with all of your visitors whether they’re a prospective client or otherwise will encourage them to seek you out in the future. People love working with people, and by making them feel valuable and worth your time you will build a strong rapport.

 

Think about Return on Investment

As with any element of your marketing strategy, you’ll be looking to measure your success at events. That said, tracking your ROI for this particular activity is rarely an exact science.

You can look at lead generation and conversion, coverage and sign-ups, but it’s important to bear in mind that the benefit of events can go beyond tangible statistics. Be prepared to take a holistic view of your performance at events over a period of time, and remember it’s worth targeting which events you’ll attend with your ideal outcomes in mind.

 

Have the materials to back it up

It’s crucial that you have information to hand for anybody who is interested in your business. You should have high-quality literature available at the event in the form of business cards and flyers for visitors to take away which will link to your website and social media.

The content on your website and social media platforms must, therefore, also be reflective of your brand. Potential customers are likely to look to your website for more information, so ensure that it is readily available and presented in the right tone of voice. Your social media pages should support your message and act as a platform to showcase your successes.

 

Events marketing represents a significant opportunity within a comprehensive marketing strategy. Whether you are looking to raise brand awareness, meet prospective clients or generate leads, attending events is an effective way to gain a foothold in the market.

If you’d like more advice on events marketing, or assistance with your social media activity and website copy in preparation, don’t hesitate to get in touch with us.

 

*Bizzabo’s ‘Event Marketing 2019: Benchmarks and Trends’

Post GDPR: Marketing in a regulated world

Post-GDPR: Marketing in a regulated world

Just over a year ago, businesses all over the country were staring down the barrel of the incoming GDPR regulations, wondering how the marketing landscape would change. GDPR seemed set to shake the business world, and it was a clarion call for marketers to review their strategies.

Ultimately, whilst GDPR did change the way we look at data, it didn’t completely change the world. Keen-eyed marketing professionals have recognised opportunities in the post-GDPR landscape, so here are a few insights on how you can reap the rewards for your brand.

 

Consider changing your marketing focus

Email marketing had been growing in popularity in the years leading up to GDPR, and it certainly still has a place. Although contacts lists will be looking a little shorter in the wake of new legislation, email marketing has not been killed off completely.

That said, it may be worth integrating – or perhaps reintegrating – traditional direct marketing activities into your strategy. Direct marketing falls outside of GDPR regulations, meaning you can send marketing material to potential customers.

Direct marketing often requires a little more leg-work than email marketing, but it can pay dividends. To make the most of your efforts, put a framework in place for following up with those you reached out to. Telemarketing can be effective, in this instance – even if a recipient is interested, they might not take the time to pick up the phone. In this way, you can build rapport with a potential customer over the phone whilst having a head start over a completely ‘cold’ call.

 

Reinvigorating your marketing strategy

Be it direct, by email or otherwise, any individual marketing activity is just a piece in a larger puzzle. In this post-GDPR world, it’s worth taking some time to review all aspects of your marketing strategy and see how other areas can make up for any shortfalls.

You might want to consider:

  1. Events: are you putting your brand out there at industry events? Not only can this increase brand awareness and perform a lead generation function, but face-to-face networking is often the most effective way of building a relationship with a potential client. If people can talk to you and learn about your brand that way, they are more likely to remember and pick up the phone.
  2. Social media: your social media platforms are an invaluable tool for sharing brand news, products, and engaging with industry news. Managing your social media profiles shows both existing and potential customers that the brand is switched-on, interested, and present within the industry.
  3. Public Relations: building positive relationships with journalists in your field can ensure that your business news hits the headlines in a timely and effective fashion. Once you have established a good relationship with the press, you will have a platform for sharing success stories and more, thus raising brand awareness.

 

Perhaps the most important exercise in the wake of GDPR is to re-consider who your target audience really is, re-focus your strategy to approach them, and re-imagine how you are putting your brand out there in a wider sense.

If you’re looking for guidance on marketing or PR activity for your business, don’t hesitate to get in touch with the Technical Marketing & PR team to see how we can help.

 

*Data & Marketing Association

Reaching audiences with podcast marketing

Podcasting has seen a huge growth in popularity in the last five years, with weekly listeners in the UK having increased from 3.2m in 2013 to 5.9m in 2018.1 Although the majority of podcast listeners tune in to entertainment genres, many businesses are reaping the rewards of on-demand audio. Podcasting is non-disruptive media boasting high engagement rates compared to radio and television.

Whether you are completely new to podcasting or considering setting up a podcast for your business, here are some considerations to keep in mind:

 

Invest in equipment

Your podcast will be representing your business, so it’s important that the quality is up to scratch. You don’t need a professional studio set-up, but the right gear will set you off in the right direction.

A dynamic microphone (with a pop-shield), an audio interface, a pair of headphones and any modern PC or laptop to run an audio recording software will give you what you need to introduce your podcast to the world.

 

Have a goal in mind

Before you sit down to record anything, take the time to consider who your audience is and what they are looking for in a podcast. Bear your audience and their motivation for listening in mind when planning your topics and booking guests.

It’s usually a good idea to produce a continual podcast with regular releases, whether it be weekly, monthly or even quarterly. In this way, you can work consistently towards your goal and establish a regular listener-base.

 

How will you present your podcast?

There are a few formats your podcast can take, and it is often best to have an interactive element to the discussion rather than relying on a single host. One way to achieve this is to use an interview format, where the host speaks to a different guest each episode. Bringing guests onto your broadcast fosters engaging discussion and can also bring credibility.

 

Promoting your podcast

Last but not least, make sure your podcast is promoted on your website and that you’re telling people about it wherever you go. You might even consider putting together some business cards to hand which point people in the right direction!

 

For some inspiration, check out some of our favourite podcasts:

  • Not Another Marketing Podcast, by Jon Tromans
  • Marketing Over Coffee, by John Wall and Christopher Penn
  • The Science of Social Media, from Buffer

 

If you think podcast marketing could be a good option for your business, feel free to get in touch with the Technical Marketing & PR team for more information on how to get started.


1Ofcom, 2018

Bright horizons for Education Tech in 2020

Education technology, or EdTech, is becoming increasingly embedded in every level of our education system. The growing EdTech revolution can be seen in classrooms and lecture theatres around the world, but the British government is proving to be among the most proactive in supporting its development and implementation.

The Department for Education recently published its strategy report for education providers and the EdTech industry, paving the way for unprecedented progress through 2019 and 2020. Given that we work with some of the world’s leading EdTech brands, we’ve spent the time digesting the (rather lengthy) report, so that we can bring you the three major takeaways…


Developing the infrastructure to support EdTech implementation and use

We live in an increasingly connected world. That said, some schools and colleges suffer from poor internet connectivity which hampers their ability to use EdTech seamlessly in the classroom. Despite a top-level government initiative to achieve nationwide full-fibre connectivity by 2033, the Department for Education have pledged funding to help hundreds of the most affected schools to reach this within the next two years.

The Department for Education has also identified cloud-based systems as a key resource for increased security, cheaper running costs, ease of work-sharing and remote access.


Providing educators with the skills and confidence to use EdTech resources

Some of the largest barriers to the adoption of digital technologies are teacher confidence, willingness and adequate training. The Department for Education is setting up a network of ‘demonstrator’ institutions to show good practice and online training courses to build skills and confidence in educators.


Promoting innovation and investment into the EdTech industry

The Department for Education has published a set of ten challenge objectives which it hopes the industry will solve by 2021, for example: ‘“Improve parental engagement and communication, whilst cutting related teacher workload by up to five hours per term.”

There will be innovation competitions related to these challenges to promote product development where solutions are lacking. These involve potential investment and access for EdTech producers to pilot programs and tester institutions for their products.

 

A positive landscape for Education Technology

The enthusiasm of the Department for Education towards EdTech combined with the innovation on display from producers and education institutions alike point to a brilliant few years of growth for Education Technology. Effective support is being put in place for educators, providers, SME’s and customers in such a way that educational outcomes and business are set to benefit.

The education technology space promises to be hugely exciting through 2020, and institutions looking to innovate their classrooms will have no shortage of options at their disposal. If you’ve got a spare half hour, you can read the full report here, and if you’d like to pick our brains on how best to approach PR and marketing in the EdTech space, drop us a line.

My Marketing and PR Insight

I am currently a second-year Business Management student at Cardiff University who has just finished a Marketing and PR insight with Technical Marketing & PR.  I worked alongside the team for one day a week over four weeks and learnt vast amounts about the marketing and PR industry, an area I have a vested interest in pursuing a career in.

Within a few minutes of my first day at Technical Marketing & PR, I was being shown how to create a media list on a media database and distributed a press release for a client, something I can now take away with me.  I then looked at how to complete forward features research for clients to find opportunities in trade magazines.  I also took responsibility for the Technical Marketing & PR Twitter over the course of the insight and learned how to schedule social media posts using various platforms.

I feel like I have learnt lots of new skills and accomplished a variety of tasks, and that was after just one day! Over the next three days, I was able to work on an article for an education magazine, continue researching PR opportunities and manage the social media output.

I am most proud of the article I produced as that was the primary task I worked on during my time at Technical Marketing & PR which will eventually be published on behalf of the client.  I can now add this to my portfolio to show future employers.

I have thoroughly enjoyed my time with Technical Marketing & PR – the team are so friendly which made it easy to ask for advice and guidance if needed.  I would like to thank Louise and David for taking me on and teaching me such an array of skills and increasing my knowledge about all things marketing and PR.

Sophie Williams

 

The Greatest (Marketing) Story Ever Told…

As it’s Valentine’s Day, the hopeless romantic in me began thinking of the greatest love story ever told. As one of the most renowned names in the literary world, Shakespeare seemed to know a thing or two about love. And his story of a love so deep has travelled through the centuries from generation to generation – I am of course talking about the star cross’d lovers – Juliet, and her Romeo.

This got me thinking, storytelling is an essential human activity and has become a crucial component in most successful marketing strategies. But, many marketeers tend to lose sight of this.

So, using the greatest love story ever told, we have looked at the fundamentals of a good story and how you can relate this to your marketing strategy.

 

Theme

“Did my heart love till now? forswear it, sight! For I ne’er saw true beauty till this night.”

It is clear that in Romeo and Juliet, the overarching theme is love. Making sure you cement the theme of your marketing strategy in the very beginning is essential. Creating a content calendar using this as a basis will help you tick off the key messages you want to push to audiences – playing a fundamental role in ensuring you go into the year ahead prepared.

 

Narrative

“Two households, both alike in dignity, In fair Verona, where we lay our scene.”

The prologue of Romeo and Juliet sets the scene for the rest of the play. Similarly, in marketing your narrative must look at the ethos behind everything you do, introduce the persona, and sell the story of you as a brand.

 

Structure

“A pair of star-cross’d lovers take their life. Good night, good night. Parting is such sweet sorrow, That I shall say good night till it be morrow.”

A robust structure in your marketing strategy will not only assist with effective planning, but it will help provide the business with a clear focus and direction which can pull through to themes in tactical campaigns.

 

Characters

“What’s in a name? that which we call a rose By any other name would smell as sweet.”

Every good story has a character or subject of focus. In this sense, ensuring you have characters who can be ambassadors for your brand will not only help humanise you but will also make you more personable. In a digital world where a lot of marketing is turning to automation, being personable is more important than ever.

 

Style/Tone

‘O, Romeo, Romeo, wherefore art thou Romeo?’

Finally, the style of your marketing material should be consistent with what you are offering. Knowing your audience and being able to translate your USP into suitable content is essential.

 

Looking at your marketing strategy by using the fundamentals of a good story will help you to engage audiences, remain personable and will help you keep a consistent rhythm of material going through your marketing channels that highlights the essentials.

[Exeunt.