Are you tracking the results of your campaigns and marketing communications, do you know what works and what doesn’t?
We work with your team, increase effectivity and work creatively.
By building up a profile of each customer, which in turn drives automated and triggered relevant communications, is the key to success.
By working with our data partner, we create a flexible marketing platform by consolidating disparate data sources into a centralised Single Customer View database to run campaigns. Using this consistent, accurate and real-time view of individual customers and their interactions, we restructure marketing activities accordingly.
This enables data exploration and mining for easy segmentation and selection. By enabling the creation of relevant, automated and triggered campaigns, we improve customer satisfaction. This allows us to track the effectivity of these campaigns quickly and easily, cut marketing wastage and drastically reduce costs.
Comments Off on When did you last test and research?
Have you got the latest information on your market, do you know what really works for them?
We listen, research, understand, gain insight and are proactive.
Mulberry work with a fantastic research partner to utilise multiple research and profiling tools to build a comprehensive picture of current customers. This informs further research programmes that enable us to establish clear profile groups that have a strong propensity to convert into new customers. From this we create innovative multi-channel campaigns that clearly communicate your business’s KSPs (Key Selling Points).
Detailed profiling also enable us to target long tail leads.
We create interest within the sector and target similar user groups using affinity marketing.
We care, plan for the future, nurture, innovate and evolve.
The key to achieving high levels of customer satisfaction is to recognise customers at risk of leaving the purchasing journey at an early stage. By building a clear picture of each individual’s journey we recognise and target those customers to tempt them back.
Customer retention programmes include targeted, automated and triggered communications via multiple media channels.
All data generated by these activities is collected and then fed back into the system, enriching customer knowledge and enabling us to refine your campaigns.
If you would like help researching and understanding your customers, drop us a line.
Comments Off on Spring Clean your marketing communications
I know, I know it might be a case of pot calling the kettle black here (seeing as we are in the long and slow process of updating our own communications, the way things are going… check back with us on this in a year or two!) BUT we have been very, very busy helping a number of clients really get to the root of the purpose and effectivity of their marketing materials.
For most of these clients the process starts with ensuring there is a deep understanding of their current customers through research and data analysis. What most clients find is that although the ‘type’ of client they have may not have changed – i.e they are still in the same age bracket, gender bias, economic position etc. etc. – because technology and society as a whole has changed they way they like to be communicated with is quite different.
For example imagine that your target audience is a 55 year old man, (middle class, middle Britain you get the gist). This guy is significantly different to someone who was 55 fifteen or ten years ago. This man will have been a teenager in the 70s and 80s listening to Blondie, The Sex Pistols, The Jam and Madness, his language and self image will almost certainly differ from someone born a decade earlier who would have been born in the aftermath of WWII and would have been a teenager when the Beatles and rock and roll were just emerging.
These differences are even more vast when you look at younger markets – someone who’s 20 now, won’t remember a time without mobile phones, the internet or even really social media, whereas someone born a decade earlier will. The use of language and the media we use to communicate with our different customer types must evolve with them. We should be constantly testing and evaluating how we talk to them, what visually stimulates them and which channels we use to reach out.
In order to keep track of this ever changing landscape it’s important to build in ways to keep up with what interests your customers. Ensure that when capturing their data you are asking a few vital questions to ensure you understand what they need from you. When planning your marketing budget allow for some spend on focus groups and proper data analysis.
Most importantly how are you tracking the effectivity of your campaigns, are you keeping on top of your website’s Google analytics, what do your social media stats tell you and how do you measure the effectivity of your print comms?
Now’s the perfect time to spring clean your marketing materials – why not drop us a line to find out how we can help you!
Comments Off on Beazley Designs of the Year exhibition
We’re always looking for an excuse to head into town and the Design Museum offers the perfect reason for anyone interested in living an aesthetically pleasing life. This month it hosts the 10th Beazley Designs of the Year exhibition, bringing together over 60 global projects across six categories: Architecture, Digital, Fashion, Graphics, Product and Transport – featuring film, virtual reality, audio and objects representing the breadth and variety of this year’s designs.
Nominated by renowned academics, critics and designers, each project has been recognised for its outstanding contribution to design that has captured the spirit of the times. The public vote will be open online from 18 October 2017 and a jury of industry experts will decide on the award winners in January 2018.
CAMRA’s Membership Recruitment campaign at the Great British Beer Festival 2017
Some of Mulberry’s exhibition banners
We were so pleased that ‘new’ Mulberry’s (see more about that here…) first new win of 2017 was CAMRA (the Campaign for Real Ale). We’ve been busy bees creating a recruitment marketing campaign to boost membership for them!
Kathy, Claire and Kevin at GBBF 2017
Our campaign puts members at the forefront representing CAMRA’s diverse, friendly and sociable attributes as well as quashing inaccurate perceptions that it is a white, middle aged, male dominated club. Take a look at more of our work for CAMRA here >
The Great British Beer festival saw a culmination of all our hard work and was a fantastic day out for team Mulberry. It’s always fab to see our designs in the flesh (as it were) and with the accompaniment of a great pint too what more could you ask for!
Well we’re very pleased to announce that CAMRA are so pleased with our work they’ve tasked us with designing the whole of GBBF 2018! WATCH THIS SPACE!!!
Comments Off on You can rely on Vogue to give you unrealistic Easter Egg goals…
Okay so we’re never going to actually buy any of these gorgeous works of art – let alone eat them… but we do love beautifully designed things …and if you combine beautiful design with chocolate, it’s fair to say you have our undivided attention! (thanks Vogue for bringing these beauties to our attention).
So first up is Bulgari Hotel’s Nest Egg we thought we’d ease you in gently this egg only costs £26! According to Bulgari it’s “…handcrafted with 66% cacao dark chocolate made from Trinitario beans from the Caribbean islands, and is encased in a luxurious red velvet coating. Framed by delicate feather-like dark chocolate and golden chocolate ribbons, the egg sits upon a base of solid white chocolate and chocolate chips, resting on an intricate nest of dark chocolate.”
At £49.50 this has got to be the most expensive avocado on the choc-a-block! Melt London‘s Dark Chocolate Avocado Egg claims to be healthy! WHAT?!? they say…
“Beauty on the inside! The Limited Edition Chocolate Avocado Egg does not only looks super delicious, but it ticks all the boxes in terms of healthy eating too. The dark chocolate shell is filled with fabulous dark chocolate mini eggs topped with bee pollen, almond nibs, cacao nibs, goji berries and quinoa. Hand made in our Holland Park kitchen by our team of skilled chocolatiers. Medium Chocolate Egg – Boxed in a beautiful green gift box. We don’t want to overload you with plastic packaging this Easter – only recyclable and useful packing is our mantra!”
Okay so now we move into slightly more ridiculous territory with Harrods’ Easter offering coming in at £350.00! Yes, you read that right…
They are quite beautiful though… Harrods says
“Artist Camille Walala has partnered with Harrods to elevate the humble Easter egg to striking new levels. Creating three exclusive patterns, her vibrant prints have been translated onto Easter eggs, each one hand-painted by an artisan chocolatier. The eggs are made using 41% milk couverture – an exclusive blend created by Harrods pastry chefs in a Parisian chocolate laboratory.
Originally from France and now based in East London, Camille has a distinctive design aesthetic. “My style is bright, bold and graphic,” she explains, “I am influenced by Memphis design from the ‘80s; I love the element of playfulness in the original group’s work. I also love the work of the Ndebele tribe from South Africa where the women paint their houses with powerful and colourful patterns.”
There are only 12 eggs available…
Next up is Pierre Herme’s Oeuf Tagli Jaune, which now seems perfectly reasonable (compared to Harrods) as this egg is just €130.00 (don’t ask us to convert this to pounds sterling – we have no idea how much it is since Brexit!). This egg is described as…
“Pure Origin Belizean dark chocolate, Cayo District, Xibun Plantation, 64% cocoa. An assortment of Bonbons Chocolat d’après Lucio Fontana (210g) is included: Pure Origin Belizean dark chocolate ganache, Cayo District, Xibun Plantation, enrobed in dark chocolate.”
Finally we have…
“Maison milk chocolate figurine with a white chocolate fan – An assortment of intriguing miniature Easter eggs made from four different types of praline: white chocolate pistachio, milk chocolate hazelnut, white chocolate almond, milk chocolate nougat.”