September 30, 2020

Reduce the carbon footprint of your communications

Communication is vital in our world, it connects and informs, improving our life with knowledge whilst providing business and the consumer with choice and benefits. Understanding how to reduce the carbon footprint of your communications plays a big part in your brand strategy and planning.

All communication has an impact on our world in terms of a carbon footprint. Managing your communication so that only necessary and appropriate communications are sent out is a matter of proper data management (so only relevant messages are sent to the correct target audiance) and that your message is sent via the most appropriate medium (appropriate to cost, consumer GDPR preferences and value return).

When you start planning your customer journey and communication strategy and inline with most organisations’ desire to reduce their carbon footprint, it is vital therefore to have a full knowledge of the impact of your overall brand communications.

New research commissioned by energy company, OVO, has revealed that sending and receiving emails has a huge carbon footprint. Over 64 million unnecessary emails are sent by Brits everyday, and the study found that UK adults could make one small change to the save over 16,433 tonnes of carbon per year. (OVO Energy, 2019) This phenomenal amount of carbon could be reduced simply by each adult sending one less ‘unactionable’ email per day.

The study found that almost three quarters (72%) of the UK are completely unaware of the carbon footprint associated with email, with 49% of Britons confessing to sending unnecessary emails to a colleague or friend within talking distance every single day.

Sending just one less email a day would reduce our collective carbon output by the equivalent of 81,152 flights to Madrid or taking 3,334 diesel cars off the road.

“Whilst the carbon footprint of an email isn’t huge, it’s a great illustration of the broader principle that cutting the waste out of our lives is good for our well-being and good for the environment,” says Mike Berners-Lee, author, researcher and brother of Tim, inventor of the World Wide Web. “Every time we take a small step towards changing our behaviour, be that sending fewer emails or carrying a reusable coffee cup, we need to treat it as a reminder to ourselves and others that we care even more about the really big carbon decisions.”

Paper communication is one of the few truly sustainable products

Paper is based on wood, a natural and renewable material. As young trees grow they absorb CO2 from the atmosphere. Furthermore, as a wood product, paper also continues to store carbon throughout its lifetime.

The paper industry has a number of respected certification schemes ensuring the paper you use has come from a sustainable forest source. The two most recognisable certifications are the Forest Stewardship Council® (FSC®) and the Programme for the Endorsement of Forest Certification (PEFC™).

Both PEFC and FSC are committed to achieving the same objectives – the certification of forests to credible, independently verified standards of responsible forest management, and focus on conserving the natural habitats of plants and animals and respecting the rights of forestry workers and local communities. Both PEFC and FSC operate a robust chain of custody schemes that track wood and wood fibre through every step of the supply chain, from the forest to the end-user. For more information see Two Sides

Romax provides a balanced communciation service that starts with data analysis to ensure that there is no wasted costs or unncessary communication sent whatever media is used. Our carbon-balanced status and environmental credentials provide clients with assurance that their campaigns have the lowest environmental impact.

September 23, 2020

Christmas 2020 in Covidland

How to plan ahead and make the most of the Christmas 2020 festive season affected by the Corona virus.

Christmas 2020 Shopping and Delivery

Without a doubt there will be a massive increase in online shopping and home deliveries for Christmas this year. Will you still wrap your own present and send it or will you opt for the less personal – but let’s face it easier – direct delivery from the retailer?

Although many retailers provide ‘gift messaging ‘ and gift wrap, they are mostly not handwritten – being printed as part of the delivery label, so they just don’t have the impact of handwritten messages.

Last Posting Date for Christmas 2020

This year may be the year that you actually increase the number of Christmas Cards you send to your friends, family and customers to make up for not seeing them in person, adding a few extra lines of news will add a warm touch to the card, so write a few a time to keep the writing fresh. The problem is when should you send them? The last posting dates for Christmas 2020 will most likely be brought forward so all those ‘last minuters’ (you know who you are) would be better-off posting a little earlier this year!

Self-Isolating Santa – Does he have a contingency plan for Christmas delivery?

Santa may be delayed as he passes international borders having to self-isolate for 14 days, we have it on great authority however, that he has a contingency plan to ensure that presents will arrive in time for Christmas morning with Lapland allegedly having a specially negotiated air corridor to allow for reindeer drawn sleighs!!

Virtual Work Christmas Party

You may argue that this reduces the risk of embarrassment, for a sackable offence after you tell your boss how you really feel or the potential over use of the photocopier, but as many people have not been in the same room as their colleagues for months, this will be a ‘strange’ affair. Social Butterflies will have to find a new platform and you wall-flowers can relax and take a year off!

Pantomime Season

In the main most pantos are cancelled – Oh yes they are. This is not only very sad, but for theatres across the UK this will have massive negative impact as Panto season brings in the largest revenue across the year. Spare a thought for the arts and SUPPORT your local theatre.

Christmas – Let’s allow screens at dinner just this once?

As we all wait for what will be as always, a heart-warming but clearly covid influenced Queen’s Speech this year, you might want to plan how you can have the whole family together for your Christmas dinner when potentially only 6 of you will be able to meet.

Perhaps a scheduled ‘TEAMS’ lunch – In many cultures it is expected to set an extra seat at the table, perhaps this year we can use this spare seat for your laptop/tablet and have a shared simultaneous celebration with your remote relations.

At least this way you avoid the need to cook for many, and avoid the need to compensate for everyone’s individual dietary needs! We just need to work out how to pull a virtual cracker. The jokes might actually be better?? At least if your internet has lag, then you can blame it for a delayed guffaw!!

Board Games – Socially Distanced!

I doubt if anyone will release a new game in time for Christmas called ‘The Covid Bubble’. Going back 5 spaces and self-isolating for 14 days, is a bit like being sent to Jail in Monopoly. Will this game allow you to pay £50 or provide a “Covid Free” test result as the alternative to a get out of Jail free card? Take a ‘chance’ and get sent to Coventry (the city not the street) for your nearest test centre!

Charitable Causes

There will be less ‘charity bucket shakers’ on the high street, and unless your local carol singers are 4 part harmony quartet, “We wish you a merry Christmas and a  happy new year”, will not resonate around shopping centres this year. Charitable donations are set to reduce this year and the forecast for good causes is rather bleak. Do something proactive and actively seek out a local charity to make an online donation. The charity will benefit more this way than receiving change in a bucket as giftaid can be claimed and your chosen charity will receive an additional 25% giftaid contribution benefit as a result.

Corporate Entertainment

How will your organisation demonstrate your appreciation and thanks to your customers this year?

Meeting up is unlikely and unless you have their home address sending a bottle of wine is not feasible. Delivery to the office is only going to be welcomed by the security guard – most gratefully!

Romax this year will not be organising corporate gifts or sending cards to empty offices. Instead we will be making a donation charity. As the recession starts to hit harder there will be increased good causes and we will let you know in later communications who we will support this year.

Happy New Year!

As we enter 2021 with or without a Brexit deal, amidst the clouds of the Covid epidemic, the best new year’s resolution will be to secure a working vaccine so that we can start to emerge into what we all hope will be a prosperous new year. We can take many positives from 2020, what was in many ways an eye opening and pivotal year, a year of sadness but a year of great resilience and innovation too. So, let’s hope for a silver lining and a bright start to 2021 against the backdrop of a rather gloomy 2020.

September 15, 2020

Do you have a Brand Champion?

What is a brand champion? Larger organisations often have one – and it is an important role that has the responsibility for promoting and protecting your organisation’s image.

A brand champion has responsibilities both inside your organisation and externally.

They may be part of the team who creates and develops the brand, which also ensures they have 100% buy-in to ensuring that everyone in the organisation ‘gets it’. Even if your brand champion is picking up the baton for an existing brand, they will need to be a manager, often one of your senior team, who have the authority and understanding to carry out this critical role.

It’s all about education

The brand champion’s first role is to encourage brand loyalty internally. The brand ethos and values need to be bought into by everyone who works in the organisation. It’s more than just a mission statement framed on the manager’s wall, it’s a way of working and it’s important that every employee feels that their organisation is worth working for.

Outside the organisation it’s about creating a strong personality for your brand, so customers, suppliers and competitors recognise it and respect it.

The brand champion is responsible for ensuring the senior team (and the Board) act in line with brand values in all the decisions that are made.  That means that the designated brand champion may need to have considerable diplomatic and persuasive skills!

The devil is in the detail

When the brand is designed it’s good practice to have a brand guidelines document drawn up – and to ensure everyone in the organisation not only knows it exists, but has a working knowledge of what it says.

Brand guidelines cover:

  • The logo design and the way in which it can be used
  • Your brand colours
  • The fonts that represent your look and feel
  • Your ethos and values you want to convey
  • The words and phrases associated with your brand

In fact, anything that is used to represent the organisation.  This is all developed to include the way your website looks, the kind of information you present and the language you use.  It sounds picky – but it all contributes to an image that is one everyone can stand behind proudly.

The brand guidelines should be a document that everyone knows where to find and actively uses to ensure every time the company brand is used it presents the right message, not just an approximation.  It says ‘This is who we are’.  

Any external agency that you work with, marketing agency, social media managers, printers, PR experts – anyone who represents your brand – should all be familiar with your brand guidelines.

Why is this important? Because it sends a subtle, but powerful, message and everything your company produces tells the same story – that your brand is professional, consistent and valuable – and stands out from your competitors.

September 4, 2020

Data Decoded: Using Customer Data for a Better Marketing Campaign

The digital landscape has caused a shift in how marketing strategies are developed. Different platforms and communication channels provide businesses with unparalleled access to customer data. Now, you can determine your target audience’s demographics and preferences, making it easier to create personalised marketing campaigns. But several businesses still struggle to understand the importance of their data.

Realise your full potential online by decoding your customer database. Professional data management services in the UK provide you with the insights and ability to analyse customer data. By gaining a better understanding of what you have, you can develop effective marketing campaigns.

Different Types of Customer Data

These days, almost every aspect of your customers’ lives can be translated into data. When processed and analysed correctly, you gain valuable insights into what they need and want from your business.

  • Identity Data: The information here is related to a specific customer. Identity data often includes their name, home address, contact number and other types of personal information. This gives you insight into who your customer is and how you can reach them.
  • Descriptive Data: The information here is related to your existing customers’ habits and intent. Descriptive data includes details about their profession, lifestyle choices and information about their family. This gives you a clearer picture of who your target audience is.
  • Behavioural Data: The information here is related to your existing customers’ behaviour towards your business, specifically how they interact with it online and in the real world. It includes customer experience (in-store and on calls), the web pages they’ve visited, the emails they’ve opened and responded to and even the CTAs they clicked on.
  • Qualitative Data: The information here is related to the information that you gather through surveys. This includes information from potential and existing customers. With access to their preferences, sentiments, and motivations, you gain a better understanding of their interest in your business.

How to Use Different Types of Customer Data

Once you’ve identified the different types of data available to you, you may use them to improve marketing campaigns.

Identity Data for Personalised Communications

Build detailed buyer personas for your business. By creating the “average” customer identity, you determine how you can best reach them. Younger personas will likely respond better to digital and online marketing efforts. Developing a communication strategy based on this allows you to improve engagement with your target audience.

Descriptive and Behavioural Data for Customer Segmentation

Categorise your customers based on the data you have. This gives you an idea of where they are in their customer journey. Use this segmentation to develop targeted marketing campaigns that aim to provide them with what they need. When done correctly, you can effectively improve conversion rates for your business.

Qualitative Data for Research and Development

Identify pain points easily about your products and services. Use surveys and questionnaires to get feedback on your business. With this information, you may improve existing products and services while developing new offerings. Additionally, you can use these data-gathering activities to determine why customers choose your business over competitors.

Make the most of your customer database by understanding how to leverage it for better marketing campaigns. Romax provides expert customer data management services that are beneficial to your processes. Talk to our team to find out more.