You are what you write.

Writing can say a lot about who you are as an individual or indeed as a business. The choice of words you use, the amount you say and the tone you say it in all contribute to the image you portray.

What are you talking about?

With speech, you have a number of paralinguistic features at your disposal to help convey your message, like intonation, stress and body language. However, when it comes to writing, how you represent your personality differs immensely,

You are no longer face-to-face with your listener and the dimensions of your expressive self have been reduced to a flat screen or paper. But that doesn’t mean the personal or professional touch has to be lost.

Say it write

Touch is not just physical and so words can make the (metaphorical) contact required to build successful relationships. Words can introduce, remind, promote, excite, inspire and still have more to give. With the careful selection and presentation of language, writing can be as effective at transmitting key facts as a news bulletin and as emotive as a novel, simultaneously. The permanence of the written word also means that the message being conveyed can be reviewed infinitely- the significance of which cannot be underestimated. If you want to say something, say it right.

Becky Allen - cheetah!

A greener approach to marketing

As the development of green initiatives gathers momentum, businesses can easily fall prey to ‘green washing’. Marketing faces a particular challenge to ensure that claims of sustainability and recycling do not mislead and that all claims made are legitimate.

A recent report published by the Advertising Standards Authority (ASA) entitled, ‘Environmental Claims in Advertising: Is Green a Grey Area?’* recognises the importance of avoiding ‘greenwash’ and the use of truthful green marketing messages to maintain consumer trust.

glow is keen to reduce its own carbon footprint by adopting a realistic and effective approach to green marketing. In our view, green need not be a grey area. We realise that, as a company, we cannot go totally green overnight but we do believe, by taking small steps now, we will make a real long term difference.

One of our first steps to becoming a greener company has been to introduce a new division called “The Green Corner”. www.inthegreencorner.com championed by Debbie Barker, Creative Director.

With a projected launch date of September 08, The Green Corner will provide a cornerstone of tangible products and services that adhere to green principles and values. Our clients will have access to The Green Corner and will be free to opt for any or all of its wares. These will range from waterless printing techniques, using vegetable based inks and recycled papers, through
e alerts and e newsletters to paperless billing and online sales.

Part of our own green initiative is to provide freedom of choice. We will be offering green solutions where we think they will be best suited but the client will always have the right to choose.

The Green Corner’s aim is to become a preferred supplier to companies who already share a green vision and values and to exceed their expectations wherever it can.

Footnote: Here at glow we are steadily implementing greener ways of working from switching off light bulbs (energy saving ones of course) and recycling our waste paper to sourcing environmentally friendly products and materials for ourselves and our clients.

* http://www.asa.org.uk/asa/news/news/2008/ASA+Environment+Seminar+Report.htm

On the prowl.......for Work Experience

For graduates-to-be, it can be a hard life obtaining experience in the domain of either your degree or your desired employment area. However, it’s all about perseverance, as I found out when I landed a part-time office role at glow…


First target: Know your appetite and your skills.
I knew I wanted experience in marketing and I knew the most suitable experience I had stemmed from my two years at university studying English Language and Linguistics.

Second target: Locate your prey.
Like a traditional boy scout, I knew I had to be prepared. Armed with a local phone directory, Google as my homepage, and my Blue Peter-esque pen and paper, I was ready for some research. Here’s what I did earlier: scanned through media, advertising and marketing agencies in the local area, checked out their websites and made a note of their contact details. I needed to know who companies were and what they did- I soon realized which companies it was worth contacting.

Third Target: Approach with caution and pounce at the right time.
I found it an advantage composing personal covering letters to accompany what I hoped was my fail-safe CV to each agency, after finding out to whose attention they should be sent. All I could do now was wait. And wait. And wait. At this point, I realized that agencies may or may not get back to people seeking work experience. If they didn’t call me, I called them and my tenacious approach was noticed.

Good things come to those who wait

Although my first attempts at securing work in a marketing agency didn’t pay off, my further attempts did. After meeting with Golden Cat and Lioness at glow marketing, I obtained a part-time office role for the rest of the summer.

My First Week at glow

Although I was fully geared up for being the tea girl, I soon realized that the glow office is all about being part of a team in which directors, part-timers and work experiencers make the drinks as much as the next person. I was also assured when it became apparent that I was wanted in the office for what I could contribute with my own experience, knowledge and abilities. I have therefore had the opportunities to research; compose initial emails for a project and write blogs- valuable practices for someone without previous experience, who is enjoying the process of actively observing the running of a successful marketing agency.

Becky Allen – Cheetah!

glow cars

Have you spotted one of the glow cars out and about?

The marketing toolbox

marketing%20tool%20box.pdf

We use this visual as a guide to where various marketing activities relate to a marketing strategy/plan. We know our clients find it a useful aid, we hope you do also.

Live and breathe your brand

Brand values
The most successful brands have all embraced the fact that a brand is more than just a logo and a colour palette. A brand should be at the heart of a business, the true ethos of the company; to reach optimum brand strength (to be number one within your sector) this must be understood, communicated and displayed by all, directors and team alike.

Branding in any business is vital to a slick and cost effective sales and marketing process, and as corporate as this may seem, all team members must regard sales as a process from which they are employed and paid.

By understanding where you as a company sit in relation to brand awareness we can prepare the best possible plan of action to ensure you achieve and exceed you targets. I have listed the basics of branding below, it would be beneficial, in fact I would go so far as to say a necessity, to cascade this information to all staff, to motivate them to understand and share the vision of directors, thus becoming part of the sales process

Branding and corporate Identity.

Actual identity
This is the reality of where your company currently is, it includes the current service offering, the values and behaviour of staff and the overall performance of you as an organisation. Actual id can be influenced by management, structure and policies. By defining an accurate actual identity you provide an honest and strong foundation from which to build.

Communicated identity
This is the identity you as an organisation reveal through controllable communications and marketing activities. Typically, marketing tools such as advertising, pr, logo’s, letterheads, use of colour and design are used to present an image. In addition to controllable communications, a communicated id can also be derived from non controllable communications such as word of mouth. All communications such as brochures, media presentations, fact sheets etc. conform to a standard (corporate guidelines).

Conceived identity
This refers to the perceptions of your organisation by relevant stakeholders such as prospective clients, clients themselves, employees and the local community. Conceived identity should reflect the corporate image and reputation of your company, we recommend a sustained approach to continually improve the image of a company via strong pr, community links and the building of key relationships in particular.

Ideal Identity
Ideal identity is the optimum (best) positioning that you could achieve within your market sector.

Desired identity
This lives in the hearts and minds of directors. It is their vision for the development of the organisation. Vision should be based on analysis and research to ensure it is achievable and a goal as opposed to a dream. The vision of directors needs to be communicated at all levels, and all staff must be able to relate the vision to their role within your organisation personally. The old adage “You are only as strong as your weakest link” reinforces this practice. If all team members understand the vision of directors, they share the vision and know they are able and vital to the success of that vision.

False Economy

A huge game of Chinese Whispers is gaining momentum in the UK. Businesses are talking themselves into recession and it's stifling their growth.

At a time when we should all be concentrating on what we do well and letting our prospects and clients know about it, many are cutting budgets and staff and in doing so are cutting their chances of business growth!

Slash and burn
Managing directors may be thinking of slashing marketing budgets. This will ensure that their competitors obtain the lion's share of the market. We recommend being more savvy with your spend. Carry out greater customer analysis, competitor research. Ensure you campaigns are well planned, targeted and focused. All these actions will ensure a greater return on your investment. Don't just throw pebbles in the pond.

Question your business
Look at your prospect to customer conversion rates, why don't more prospects convert? What can you do to encourage greater conversion? Question your business, your service and your marketing. Don't just stop doing what you do. We all know that during these times of recession, or in games of Chinese Whispers, it's survival of the fittest. By looking at how you spend your money, where you spend your money and who you spend your money with, you will ensure that your company is the one enjoying the lion's share!