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 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.

June 10, 2015

What does your direct mail say about your brand?

What does your direct mail say about your brand?

 

Poor branding can hurt in more ways than one. How do you stand out from the herd?

Every business strives to create a brand that connects with their audience and results in leads and sales. However, each facet of marketing should be handled differently, and there isn’t a one size fits all approach that works online and in print. Have you ever wondered what your outgoing mail says about your brand? Do you know how to speak to customers in the most effective way when creating direct mail campaigns?

First impressions count

Direct mail is a wonderful marketing tool; in many ways, it’s more intimate and immediate than email, search engine marketing and advertising since potential customers have information about your brand, products and services right at their fingertips. However, it can be tough to make your brand stand out. In reality, you only have a few seconds of a person’s attention as they quickly scan your promotional literature before deciding if it offers them anything of value. If it’s unclear what your brand is and what it does, your leaflet or flyer could end up in the bin in moments.

Are you getting the right message across?

With direct mail, particularly when it comes to small flyers and leaflets, you have limited space to place your message, so it needs to be concise and incredibly compelling. What is it that you want someone to do after reading your literature? Is it to visit your website? Complete a form for more information? Call you? It’s incredibly important to craft this message carefully and give readers a very good reason to spend their time contacting you or researching further information. It can be tricky to do this successfully, particularly for startup companies or businesses outside the UK who are trying to penetrate the UK market. Unsuccessful campaigns are a learning curve, but they can be very expensive and often you do not get a second chance to launch a new product effectively.

Get Some Help!

 

Having access to direct mail expertise in the UK could significantly help you to create compelling, successful campaigns that lead to concrete leads and sales. At Romax, we have a huge amount of expert knowledge on direct mail; we’ve made all the mistakes in the past and learned from them so you don’t have to! Not only that, but we have fantastic local knowledge of the UK market and can help you to craft strong messages and portray your brand in the most effective way to make your campaigns successful, time and time again. By working in partnership with us, you can tap into the lucrative UK market and expand your brand to an enormous array of new customers. For more information or advice please don’t hesitate to get in touch; let’s discuss your business goals and help to make them a reality.

 

romax_logo_tag_blueRomax Marketing & Distribution, a Greenwich-London based company, provides a wide range of services in Direct Marketing for B2B and B2CDirect Mail, Data Management, Printing, Discount Postage and Membership Communication Services and Consultancy. Contact us: hello@romax.co.uk +44 (0) 20 8293 8550

Contact Us

January 19, 2015

Pay peanuts – get monkeys! No more monkey business for Direct Mail Marketing!

Pay peanuts – get monkeys! No more monkey business for Direct Mail Marketing!

 

Would you put your brand’s future in the hands of monkeys?

Direct mail marketing is enjoying a resurgence as advertisers realise the power of this channel. The increase in postage rates has been no barrier to this within the sector with greater effectiveness in response for those advertisers that continue investing in the medium. With a roughly 30% increase in responses relative to email only, direct mail remains one of the most solidly established methods of acquiring new clients.

The proven success of direct mail, and the continued investment in it by marketing professionals and advertising agencies on behalf of their clients, demonstrates the power of tangible marketing in a virtual world of noise. Physical and tangible marketing remains in the memory longer, increases emotion and promotes positive brand association.

Advertisers need a direct mail partner that they can trust to deliver. Romax’s years of experience, and preferred partner status to some of the biggest advertisers in the UK, alongside its data management services means that they are a partner heavily relied upon to deliver quality, targeted and effective printed direct mail campaigns.

Romax’s data management services, ensure that advertisers placing orders will receive a top and tail review of their data which will highlight any risks with potential effectiveness of a data driven print campaign. Romax excel when they are leveraged for its quality control and enhanced services which is best demonstrated by the higher ROI enjoyed by its partners and clients.

Direct mail is most effective when the messaging is aligned with target audiences. When you are marketing a product or service, there are a few things that you are going to want to convey to your potential customers or clients. Mostly utility – a proven ability to do what it says it can, value for money and the correct positioning to drive its performance in the market.

Brand perception is all-important and if you use cheap methods or suppliers you could be placing your brand and/or company at risk, not to mention the limiting effectiveness of your direct response goals, because potential customers are not going to see that your brand is worthy of a part of their wallet.

Your direct mail supplier is an essential partner in delivering your advertising goals. Do not take risks with your future. Employ a partner that has well-defined business processes, quality controls and the right type of technology and people to ensure that campaigns go out on time and to the required standard every time.

romax_logo_tag_blueRomax Marketing & Distribution, a Greenwich-London based company, provides a wide range of services in Direct Marketing for B2B and B2CDirect Mail, Data Management, Printing, Discount Postage and Membership Communication Services and Consultancy. Contact us: hello@romax.co.uk +44 (0) 20 8293 8550

Contact Us