CSR

The market for marketing

Things are changing in marketing. In the old days you'd take out an ad to get your product/service under the nose of your customer, then sit back and wait for the orders to come in. Those were the days of monolithic media, where exposure to your stuff was limited and controllable. Things have moved on now of course and your customers can be exposed to your product in ways you may not even know about, let alone control. Take Facebook for example.

Social media is just one strand of the web though, and emerging technologies will no doubt have a few surprises in store for all of us. In this new, fast moving environment, companies are under more pressure than ever to communicate more than just why they think their product beats that of their competition. Through crowd-powered activities such as Twitter, 38 Degrees, Digg, and many others, if your house isn't in order, and shown to be such, you could be in for a nasty surprise. Things move fast in cyberspace.

Being proactive and open about the impact of your business on communities and the environment can prove to be beneficial to your bottom line when potential customers are surfing for information (other than how much 'x' costs). A recent case study by Marks and Spencer shows their 'Plan A - 100 commitments to tackling key issues on climate change, waste, sustainable raw materials' initiative broke even early and added 50 million GBP to their bottom line in 2009/10, according to their 'How We Do Business' report.

CSR

Social responsibility

In a world where consumerism and sustainability are at constant loggerheads, corporate social responsibility (CSR) is paramount for any company with a conscience. A current story that has caught our eye is that of toy manufacturer Mattel using materials produced by APP (Asian Pulp and Paper) to package Barbie dolls and other similar merchandise.

Greenpeace has launched a viral expose, accusing APP of using MTH (mixed tropical hardwood) which is only found in Indonesian rainforests. The destruction of these forests is (allegedly) accelerating the extinction of the endangered Sumatran tiger, increasing the threat to orang-utans and Sumatran elephants that inhabit the area, as well as speeding up climate change.

According to their website, APP is “committed to sustainable and socially responsible development” and they have a number of short films created to highlight this. Unfortunately, at the time of print, these films were unavailable to view and would be “coming soon”. The words 'horse' and 'stable door' spring to mind.

We've moved

Ahoy there

Taylor McKenzie have a new London studio, a converted barge on Regents Canal. Holborn Studios is a well known central London TV and Film production complex. Our new space is on Lilly, one of several huge barges moored alongside the main studio building, right opposite the Commissary Club, Holborn Studios' swanky in-house bar/restaurant.

We look forward to welcoming you all onboard.

Digital communication

Moving images, changing minds

The opportunities that online digital provides these days are just too big to ignore. Not only does it allow you to explain complex messages in an entertaining and engaging way, it enables you to track and monitor user responses and behaviour closely too. Which means you achieve much more exciting and targeted marketing, with all the cost and customer relationship benefits that brings. No wonder digital is leaving traditional media standing in the dust!

Sure, we've all grown up with passive TV and press advertising and we're comfortable with that. But put that advertising online and we're able to enjoy a whole host of additional benefits. A good ad or pitch can suddenly grow legs. Your customer isn't likely to pass on a print ad or direct mail piece to friends and colleagues. But a whole industry has sprung up from the natural impulse people have to spread the digital word. If your ad goes viral it can be viewed by so many more potential donors/customers, and at no extra cost.

So what's the secret of great digital communication? Above all it should capture the viewer's imagination, engage them in a way that's relevant and reward them for their trouble. That reward could take the shape of being entertained for 30 seconds, learning something new about their world, or simply feeling good about giving help where help is needed.

Which brings us to the nub: money. And the news is good. The cost of online motion graphics production has fallen, while development, implementation and delivery platforms have become much more affordable. So don't rule out the possibility because of budget restrictions - it's definitely worth talking to us first.

Digital communication

Digital ink never dries

Imagine being able to deliver bespoke ads or fundraising packs, tailored to each individual customer. Well that future is almost here. If a digital magazine knows the identity of the reader – and this is where things are headed - then the content can be packaged to match their interests. Regular givers and new donors can be targeted independently, and you can farm data back from the interaction to support future campaigns.

Your communication could be embedded in a digital magazine, either as a regular digital ad or advertorial. Or maybe it's presented as a banner ad on a web page, or even as a regular broadcast ad inserted into a film purchased online through iTunes. The means by which your ad can communicate directly to your audience and back to you has potentially never been easier or more natural.

If your curiosity is piqued we'd be happy to talk more about it.