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FORUM INSIGHT: Make your company blog work harder
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There’s no sadder sight than a neglected company blog.

The chances are you’ve invested a fair bit of money in your website, which is probably the main channel through which to present your company to potential and existing customers outside of face-to-face meetings.

And if that’s the case, you’ve probably spent a fair bit of time setting up social media channels, and have maybe even paid someone to manage those for you.

First impressions last and your blog is the perfect tool with which to keep those channels fed and your website looking fresh and up to date.

But like New Year resolutions and Arsenal FC post-Christmas, it’s very easy to lose momentum after those initial earnest posts.

The main consideration when trying to keep a company blog updated is time, or the lack of it. Quickly followed by the need for inspiration. Both are easily addressed.

If you’re already paying someone to manage your social media, speak to them about taking on blog duties too. If you’re using an external creative agency the chances are they will be able to help too.

Internal solutions are also easily happened by. That new marketing intern is probably desperate to get his or her name up in lights and should be eager to prove their worth through blogging duties. Failing that, ask around – offices are often full of hidden talents waiting to be released.

Once you have the resource, it’s time to think about the content. The task of conjuring up appropriate subject matter can be a little intimidating, but it needn’t be.

A good place to start is drilling down into your product line – what do you sell? How were those products created? Look at mini FAQs, staff profiles, product announcements and commentary on industry news that affect your business. Does BREXIT have implications in your market? Tell your audience why.

To keep organised, draw up a simple content calendar, containing subjects, publication dates and responsibilities to keep things on track.

And the more content you post, the better it is for SEO too. Search engines will see that your site is being maintained and kept fresh, and that will score you brownie points against competitors in the rankings wars.

Plus, as alluded to earlier, the great thing about blog content is that it will feed your social media channels, which can also become neglected quite quickly. Each blog you post should be shared on LinkedIn – via employee profiles and your company’s own page – Twitter and Facebook.

All all three platforms you can then increase your reach if you pay to ‘boost’ posts to reach specific demographics. But more on that anon.

So, brush those cobwebs off your CMS and start posting – the world of content marketing awaits…

GUEST BLOG: The Wild West of Virtual Reality Marketing
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Komal Sable, COO of Tengio, talks about the growing power of VR, and what marketers need to be aware of in the digital age.

The purpose of marketing is to promote, to draw attention, to build interest, and to inspire passion. Imagine now, a medium which enables you to create emotionally invested, passionate customers. A medium that can affect behaviour on the subconscious level. That medium exists today, in the form of Virtual Reality. Research is ongoing into the potential, but current studies suggest that the immersive nature of VR can be used very effectively for treating PTSD and phobias, or for training people in new skills and behaviours, making it a powerful new technology bearing a lot of responsibility.

Virtual Reality as an industry is in its infancy, we aren’t even close to uncovering the tip of the iceberg yet. However, in the last 4 months the Playstation VR has been on sale, in very limited quantities but they’ve managed to ship close to 1 million devices. Google Store has shipped 10 million cardboard devices. These numbers lead us to believe that VR isn’t just a fad; it’s here to stay as a new medium of content consumption. What is terribly exciting is that as a medium, it’s still the Wild West; there’s excitement, passion and opportunities to be grabbed if you strike at the right time.

Something that baffles me is the lack of marketing agencies embracing VR. There have been some big companies who’ve dipped their toes in VR; Coca Cola, McDonalds, Jaguar, Glenfiddich etc. but I’d personally have expected more. Marketers talk about creating compelling and emotionally authentic media content and here they have a medium that gives them just that.

If you want to market a product/brand to millennials, marketing agency can look at VR as an excellent tool to introduce new products and immersive experiences. Brand awareness and loyalty, can be achieved through the medium of VR. For example, How does a hotel, cruise or holiday company convince someone that it can offer an amazing experience when the person has never tried it?

A brochure, website or videos can take you so far, but actually taking them to the destination and allowing them to walk around the accommodation, to look at the views, to be inside the experiences, that’s the sort of tangible experience that gives a real sense of what it would be like and sells it like no other medium. Hotels and Travel companies can offer a VR experience to customer of a selected destination, before choosing their holiday. Marketers can use VR for product, educational, research, commercial, training and many more experiences. A good start is Web VR and Mobile VR, since most consumers own a mobile or web-capable device, and the google cardboard is the most widely accessible platform.

Digital marketers and Innovation heads of companies need to come up with exciting new ideas to reach out the existing and new clients, and as the hardware becomes increasingly affordable and available in the consumer market, now is the perfect time to get in ahead of the rush and to make a unique impression through VR.

INDUSTRY SPOTLIGHT: Adestra
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Join a league of leading email marketers using this powerful, easy-to-use, enterprise technology, built to suit your marketing needs.

MessageFocus is built to be customised, matching the structure of the system to your business requirements.

With many great features to help you to optimise your email marketing, we’ll help you take the next step in your journey.

Hundreds of organizations have chosen Adestra for MessageFocus’ unique, flexible account structure, excellent deliverability, and our unparalleled customer service.

Shouldn’t you be one of them?

www.adestra.com

Meet the partners you need at the Digital Marketing Solutions Summit
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The next Digital Marketing Solutions Summit takes place on May 8th 2017 at the Grange Tower Bridge Hotel, bringing marketing professionals like yourself together with the digital solutions you need.

The concept of the event is simple: We create an itinerary of meetings for you with solution providers that match your strategic needs for 2017/18 and beyond.

Simple and effective. And no time wasted.

And it’s free for you to attend – simply click here to register your place.

It’s more bespoke than a digital marketing conference and more focused than an expo – the Digital Marketing Solutions Summit is the only event you need to attend this year.

With over 75% of delegate places now filled, contact Kerry Naumburger today on 01992 374099 / k.naumburger@forumevents.co.uk to confirm yours.

Rory-McIlroy

Rory McIlroy agrees 10 year Nike partnership
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Northern Irish golf supremo Rory McIlroy has agreed a new ’10 year plus’ apparel partnership with Nike valued at around $100 million.

McIlroy moved across to the sportswear giant in 2013, in a partnership which included golf equipment and apparel, worth $200 million over 10 years.

However, the company announced last August that it would no longer produce golfing equipment, such as clubs, bags and balls, but would focus instead on golf footwear and clothing. Nike’s golf division fell by 8% in 2016 to an estimated £706 million, a third year of declining sales.

Part of the new Nike agreement will have exclusivity over McIlroy’s apparel, prohibiting the world number two from having any additional sponsors on his cap or clothing.

“I’m really happy to continue this journey with Nike,” said McIlroy, 27. “I’ve loved this company since I was a kid.”

McIlroy joins three former world number ones in the Swoosh clothing stable, along with veteran Nike endorsee of 20 years, Tiger Woods, and new signing Jason Day, joining the brand in January of this year.

Competition between manufactures is intense with each paying huge sums of money to ensure the top stars endorse their equipment, along with stringent contracts.

The announcement by Nike comes as McIlroy prepares to for the US Masters title at the world famous Augusta National Golf Club in Georgia this week.

London-Olympic-Stadium

Vodafone in naming rights deal for London’s Olympic Stadium
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London’s Olympic Stadium, home to West Ham United FC, could soon be renamed after Vodafone, who are reportedly close to agreeing a £20 million a year sponsorship deal.

Negotiations between the telecommunications giant, London Legacy Development Corporation (LLDC) and Newham Council are said to be near completion, with a six-year deal worth around £3.3 million a year, in time for the Vodafone brand to be featured on the 60,000 seater stadium from the 2017/18 Premier League season.

West Ham currently pay £2.5 million a year to rent the stadium.

Vodafone moved out of major sports sponsorships in 2013, ending its relationship and seven year title sponsorship of the McLaren Formula One team. It had previously worked with the England cricket team and Manchester United FC, and had recently been focussing brand partnerships within the music sector. The brand has since reviewed its sponsorship strategy.

It is unlikely that West Ham will see any money from the deal due to the terms of its lease agreement, with the club entitled to 40% of any naming rights deal over the value of £4 million a year.

According to reports in The Telegraph, the proposed contract will increase in value over time and breach the threshold for West Ham to benefit.

Vodafone’s own talks with LLDC follow on from discussions last year between LLDC and the Mumbai-based Mahindra Group over a £6 million a year naming rights deal for the stadium. However, the talks collapsed between the companies over the value of the naming rights.

Turkish Super League side, Beşiktaş JK, signed a £145 million deal with Vodafone in August 2013, including shirt sponsorship and stadium naming rights. Fans were welcomed  to its brand new ‘smart stadium’, the 42,000 seat Vodafone Arena, last April. Vodafone equipped the new stadium with rich-content digital displays, along with broadband mobile and wireless networks. Different sized interactive screens installed across the stadium broadcast fan interviews, on-going promotions, game stats and live scores from other matches.

It is hoped that the partnership between LLDC and Vodafone will usher a move to use the stadium in a similar vein as a hub for brand-led entertainment.

Both Vodafone and LLDC have refused to comment on the discussions.

www.vodafone.co.uk

Sleep

Bad sleep can lead to unruly workplace behaviour
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Bad sleep can influence employees who already show signs of unruly workplace behaviour to commit similar types of behaviour the next day, new research has revealed.

The study, commissioned by Rotterdam School of Management, Erasmus University (RMS), found that once an employee engages in unwanted behaviour in the workplace, such as taking longer breaks than allowed, leaving early or theft, it might be hard to step away from it, with the quality of sleep from the previous night having a direct result on behaviour the next day.

Unwanted behaviour in the workplace often stems from selfish impulses that are not kept in check by self-control,” says researcher Laura M. Giurge. This negative effect of impaired sleep quality is especially strong among people with a so-called ‘low moral identity’, she discovered.

Giurge added: “Going home early without telling the boss is an urge most people will feel occasionally, but do not give into every time. And when people do, they often feel remorse afterwards and try to do better next time. It is known that this ability to regulate our impulses can be undermined by having had a bad night – not necessarily just by the amount of sleep, but also by impaired sleep quality.”

The study consisted of a group of working professionals asked to indicate how well they had slept each day over a 10 day period. They were also asked to rate the extent to which they had engaged in unwanted behaviour in the workplace, such as taking longer than permitted breaks, or being rude to colleagues.

The analysis showed that the quality of sleep had a direct result on behaviour,  with those who had engaged in unwanted behaviour one day more likely to reoffend the following day, particularly if they had slept badly during the night connecting the two days.

“This study shows that the display of unwanted behaviour is not a fixed character trait,” says Giurge. “It can vary from day to day, even within the same person. Whatever the reason for starting it, a night of poor sleep can make it harder for someone to stop doing it, especially among people with a low moral identity.”

She added: “Tiredness apparently can make it harder for people to overcome the feeling that they have failed at being a good and moral person and, as a result, do not try again the next day. This can lead into a possibly destructive cycle that could help explain why unethical behaviour is so persistent in some organisations.”

www.rsm.nl

FORUM INSIGHT: Your checklist for taking a stand at an expo
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Attending an exhibition in order to find new sales leads and create new business relationships can be a complicated process.

It’s not an insignificant cost, so here’s a handy guide to ensure you get good value for money…

Book your stand

Well, obviously. But you need to consider the size of your stand – you don’t want to look like a bit player, but you also need to ensure that you can fill your stand rather than it look like a big empty space.

The positioning of your stand is important too – near the entrance of the expo is a prime spot, but comes with a premium price; do you want to avoid being too close to competitors?; you’ll definitely want to steer clear of the toilets.

Do you want two open sides on your stand? Or just the one?

Equip your stand

You’ll need to buy lighting and electrics (plus testing) which isn’t cheap even for a plug socket to charge up phones and iPads. You’ll need to rent furniture if you haven’t got any to take to the expo yourself. Consider a table and chairs for meetings, plus a reception desk and literature racking as the bare minimum. At some expos you’ll also have to order carpet or flooring. And don’t forget to order your name board!

Marketing

What’s your ‘message’ for the expo? And how are you going to communicate it to the delegates who pass your stand? Posters, pop-up standees, leaflets and more need to be considered – and no stand is complete without a bowl of mints or sweets on the reception desk.

Lead generation

You’ll need to hire a scanner to zap delegates’ badges. And make sure you stick a bowl for business cards next to your bowl of sweets.

Stand build-up, break-down and parking

You’ll need to book your loading bay times for both set-up and break-down – and quickly, or you could end up with a very early morning/late evening spot. Also book your parking for the duration of the expo.

Register staff

You’ll need to register staff as ‘contractors’ for build-up and break down periods, and check the terms and conditions. Very often they will be required to wear hi-viz jackets and hard hats due to health and safety regulations.

All staff attending the actual expo will need to be registered to receive a badge.

And there’s more… You’ll need book travel and hotel rooms for your staff, and budget for expenses, particularly lunches and dinners.

BUT THERE IS ANOTHER WAY…

If you attend one of the Forum Events Forums or Summits, you can throw away the checklist.

Suppliers who attend our events simply need to book their attendance and select the delegates they wish to meet. We’ll do the rest, including providing meals and overnight accommodation for all supplier staff who attend, as part of the package.

No hassle, no checklist. Just a proven way of discovering new clients, and with no time wasted.

CIM

INDUSTRY SPOTLIGHT: Chartered Institute of Marketing cites YouGov survey on ethical advertising
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Pulling advertising from YouTube and other parts of Google might appear an extreme reaction by M&S and HSBC, but they could be just the tip of the iceberg, says Chris Daly, CEO of the Chartered Institute of Marketing.

This year it will become increasingly common to see brands taking action to build an ethical company name, and ensure they are engaging in reputable marketing practices.

The CIM’s recent YouGov survey revealed almost nine out of ten (87%) of marketers feel there is now more pressure for their brand to act ethically and provide a role model for society.

This is not just because it’s a good thing to do so: 89% believe the internet, and particularly social media, is giving consumers more information on how brands behave and more power to affect change.

“It is no surprise, then, that 70% reported they were concerned about factors outside of marketing that could affect their ability to protect the brand,” said Daly. “To get a handle on this, marketing needs to have a much stronger influence throughout an organisation to shape ethical policies and protect brand reputation.”

www.cim.co.uk

Registration open for the Print & Digital Innovations Summit
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The Print & Digital Innovations Summit will take place on November 23rd at the Intercontinental London – The O2, giving the UK’s print and digital marketing communities a unique chance to meet, network and do business.

The event, combining the previously separate Marketing Business Forum and Print Services Summit, has been refactored to better serve the evolving market – your attendance is entirely complimentary, inclusive of one-to-one meetings with trusted solution providers based on mutual interest, educational seminars hosted by industry thought leaders and copious networking opportunities.

To confirm your place online, click here.

The Print & Digital Innovations Summit is structured so that senior marketers like yourself can meet directly with specialist suppliers, who can assist with your current and future needs. But don’t just take our word for it – Here are some thoughts from last year’s delegates:

“The event was beautifully put together, the suppliers were amazing and perfect for what I was looking for”
Anthropologie

“Useful event- well planned, organised and executed”
BT

“A great event to meet new potential suppliers and network with other marketing professionals”
Coats plc

“A thoroughly enjoyable event for both long standing and less experienced print professionals. Well organised and well worth attending”
Bristol- Myers Squibb

“It was the best networking event I have ever been to, very carefully planned according to my needs. I just had to arrive and speak to who I already selected. The 20 minute sessions are not too short and not too long. I found more partners who I am sure I can work together with in the future”
Tastaly

“As a first time visitor to the event and also fairly new to coordinating MandM’s direct mail campaigns, the event was interesting in how it brought together the whole print world spectrum from creative through to delivery.”
MandM Direct

For further information on the Print & Digital Innovations Summit and to book your place, please contact Paige Aitken on 01992 374079 or email p.aitken@forumevents.co.uk.