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The importance of marketing and generating a ROI

July 9, 2018

Details released in Google’s Car Purchasing UK Report in 2017 found that £115.9 million was filtered into online display and direct mail by automotive dealers across Britain in 2016 alone.

You could probably name some automotive marketing campaigns from the top of your head — and this is because they have a large enough budget to make them extremely memorable. With increased interest in online platforms, digital visibility doesn’t come cheap — but is it worth the cost?

Investments in the automotive industry

Shopping for a new car is always a fun experience, especially with the digital capabilities we now have — Google’s Drive To Decide Report suggested that 65% use their smartphone as their preferred device to browse the internet. These figures show that for car dealers to keep their head in the game, a digital transition is vital.

On top of this, automotive shoppers like to know what they’re buying and 90% of them carry out research online. 51% of buyers starting their auto research online, with 41% of those using a search engine. To capture those shoppers beginning their research online, car dealers must think in terms of the customer’s micro moments of influence, which could include online display ads – one marketing method that currently occupies a significant proportion of car dealers’ marketing budgets.

The automotive aren’t shy of investing great amounts into their advertisements, which actually accounted for 11% of the total ad spend here in the UK. The automotive industry is forecast to see a further 9.5% increase in ad spending in 2018.

People like to see what they’re buying, especially when it is expensive; so how are online strategies helping automotive manufacturers? 41% of shoppers who research online find their smartphone research ‘very valuable’. 60% said they were influenced by what they saw in the media, of which 22% were influenced by marketing promotions – proving online investment is working.

Digital spend in the automotive industry increased from fifth-most invested in area to third, witnessing a 10.6% increase in budget. However, it must be known that TV and radio advertisements continue to dominate.

Investments in the fashion industry

The online shopping experience has become a core focus for many fashion retailers, especially as digital spend grew to £16.2 billion in 2017. This figure is expected to continue to grow by a huge 79% by 2022. So where are fashion retailers investing their marketing budgets? Has online marketing become a priority?

ASOS and Boohoo are just two online shopping companies that are driving exception results for their business; especially when 15% of sales were ecommerce-led. ASOS experienced an 18% UK sales growth in the final four months of 2017, whilst Boohoo saw a 31% increase in sales throughout the same period.

Bigger brands are beginning to invest more into their digital strategies in a bid to drive sales. John Lewis announced that 40% of its Christmas sales came from online shoppers, and whilst Next struggled to keep up with the sales growth of its competitors, it has announced it will invest £10 million into its online marketing and operations.

The shopping experience has well and truly been enhanced, as consumers begin to shop at a time that suits them — whether this is on their way to work or late in the evening when some physical stores could be closed.

Influencer marketing is becoming recognised throughout the marketing industry too, with 59% of retailers increasing their budget for this form of advertisement. In fact, 75% of global fashion brands collaborate with social media influencers as part of their marketing strategy.

22% of consumers are thought to be gained through influencer marketing, which backs up the reasoning behind higher investment from fashion companies.

Investments in the utilities industry

Choosing the right utilities supplier for your home can be a big decision to make, this has led consumers to take a more informative approach by using comparison websites to outweigh the benefits and negatives of each potential company.

Comparison websites are also great for exposure, as many of them spend millions on TV marketing campaigns meaning that it’s crucial for you to adopt a space on their website to offer your competitive edge.

Advertising is a competitive approach, but four of the largest comparison websites are listed within the top 100 highest spending companies in Britain. Comparison sites can be the difference between a high rate of customer retention for one supplier and a high rate of customer acquisition for another. If you don’t beat your competitors, then what is to stop your existing and potential new customers choosing your competitors over you?

However, British Gas has been one of the first companies to switch up their strategy and now look to retain their current customers rather than adopt new ones. Whilst the company recognise that this approach to marketing will be a slower process to yield measurable results, they firmly believe that retention will in turn lead to acquisition. The Gas company hope that by marketing a wider range of tailored products and services to their existing customers, they will be able to improve customer retention.

Not only that, they are offering discounted energy and services to valued customers after a £100 million loyalty scheme was introduced. The utilities sector is incredibly competitive, so it is vital that companies invest in their existing customers before looking for new customers.

The Google Public Utilities Report in December 2017 found that 40% of searches in Q3 and 45% of ad impressions were on a smartphone device. As mobile usage continues to soar, companies need to consider content created specifically for mobile users as they account for a large proportion of the market now.

Investments in the healthcare industry

Unlike other sectors investing in marketing campaigns, regulations are more tough in the healthcare sector which sometimes makes objectives more restrictive. The same ROI methods that have been adopted by other sectors simply don’t work for the healthcare market. Despite nearly 74% of all healthcare marketing emails remaining unopened, you’ll be surprised to learn that email marketing is essential for the healthcare industry’s marketing strategy.

More people are using email as a main funnel of communication, which is something marketers are taking advantage of — especially with numbers suggesting that 2.5 million are using it. This means email marketing is targeting a large audience. For this reason, 62% of physicians and other healthcare providers prefer communication via email – and now that smartphone devices allow users to check their emails on their device, email marketing puts companies at the fingertips of their audience.

Online strategy is something that marketers could be focusing on more; especially as one in 20 Google searches are health-related queries. This could be attributed to the fact that many people turn to a search engine for medical answer before calling the GP.

72% of internet users have said that they have used the tool to look for health information over the past 12 months; which sounds about right with 77% of health enquires starting at the search engine. Furthermore, 52% of smartphone users have used their device to look up the medical information they require. Statistics estimate that marketing spend for online marketing accounts for 35% of the overall budget.

Social media marketing is something that should be taken more seriously too, especially with an increase in users. Whilst the healthcare industry is restricted to how they market their services and products, that doesn’t mean social media should be neglected. In fact, an effective social media campaign could be a crucial investment for organisations, with 41% of people choosing a healthcare provider based on their social media reputation! And the reason? The success of social campaigns is usually attributed to the fact audiences can engage with the content on familiar platforms.

Should your industry be making investments?

Evidently the fashion and automotive sector must continue to invest in online marketing. With a clear increase in online demand in both sectors that is changing the purchase process, some game players could find themselves out of the game before it has even begun if they neglect digital.

Although some businesses feel the need to make their own marketing campaign, utility companies should be looking at the bigger picture with comparison websites. Without the correct marketing, advertising or listing on comparison sites, you could fall behind.

Marketing budgets are set to change this year, with 41% going entirely to online methods which is expected to increase to 45% by 2020. Social media advertising investments is expected to represent 25% of total online spending and search engine banner ads are also expected to grow significantly too – all presumably as a result of more mobile and online usage.

Is online alternatives the way forward for your business? If mobile and online usage continues to grow year on year at the rate it has done in the past few years, we forecast the investment to be not only worthwhile but essential.

This article was researched by VW service providers, Vindis.

Sources

https://pmyb.co.uk/global-fashion-company-influencer-marketing-budget/

https://www.prnewswire.com/news-releases/the-uk-clothing-market-2017-2022-300483862.html

http://uk.fashionnetwork.com/news/Online-is-key-focus-for-UK-fashion-retail-investment-in-2017,783787.html#.WrOjxOjFKUk

http://www.mobyaffiliates.com/blog/retail-accounts-for-14-2-of-digital-advertising-spending-in-the-uk-in-2017/

http://www.thisismoney.co.uk/money/bills/article-2933401/Energy-price-comparison-sites-spend-110m-annoying-adverts.html

http://www.thedrum.com/news/2017/03/28/british-gas-shifts-acquisition-retention-marketing-know-the-value-keeping-the-right

https://www.independent.co.uk/news/business/news/uk-companies-online-advertising-spend-10-billion-more-last-year-2016-pwc-a7678536.html

https://www.webstrategiesinc.com/blog/how-much-budget-for-online-marketing-in-2014

https://www.kunocreative.com/blog/healthcare-email-marketing

http://www.evariant.com/blog/10-campaign-best-practices-for-healthcare-marketers

https://getreferralmd.com/2015/02/7-medical-marketing-and-dental-media-strategies-that-really-work/

Business

How to be happy at work

June 25, 2018

A happy employee is 12% more productive. But, according the data from the London School of Business and Finance (LSBF) the British workplace is not a happy one. 47% of workers expressed a desire to change their jobs, and one in five were hoping to do so within the coming year.

For young people, the problem is even more apparent. 66% of 18-34 year olds are after a new job, but the fear of losing a stable income is preventing the move.

So, how can British workplaces become more positive and encourage happiness? Whether you’re an employee or an employer, read on for ways to improve your workplace.

Social nights

Open-plan offices bring to mind new tech companies and modern approaches, but there’s a good reason they are favoured. A communication culture helps aid the spirit of cooperation in the workplace, which leads to an increase of happiness (which then leads to more productivity.) Harvard researchers Phil Stone and Tal Ben-Shahar found that students who had social support at school and at home were happier and better at dealing with stress. Carrying this kind of support into the workplace sets strong foundations for an increase in overall happiness.

Give the staff morale a boost with team meetings, staff nights out, and office sweepstakes. As a manager, you should be budgeting for this type of activity, as you’ll be repaid in increased productivity. As an employee, do anything you can to get involved. Even if your workplace doesn’t provide much for your team, you can set up your own internal sweepstakes or fantasy sport leagues to help boost happiness and keep things on track.

Consider training courses

Employers should be open to employees requesting additional training, assuming that it will benefit the workplace. The worst they can say is no, but most should be receptive to the idea. Not only can it lead to you picking up new skills and feeling more valuable, it is also beneficial for the business. According to a 2011 report by Andries De Grip and Jan Sauermann, training led to a 9% increase in staff productivity.

For example, you can encourage team development from a training course, from a provider such as Impact International, and with it, see productivity and staff satisfaction rise. Not only will your staff be happier, your retention rate will rise.

Communication

No one wants to struggle and stress away on their own. Whether you’re an employee or a manager, regularly consulting one another in the workplace is a great way to keep projects moving and avoids any kind of anxiety about unclear instructions. Creating an atmosphere of friendly cooperation is conducive to a good working relationship.

When the staff are happy, the whole company benefits. Make happiness your priority and your working environment will improve.

Business

How to Become a Diesel Mechanic

June 7, 2018

To get started as a diesel mechanic, you can work as an assistant or an apprentice with an automotive company. Well, if you are pretty serious about making a career in the automotive industry, there are many schools that provide certified and professional courses that provide you real-time experience in diesel mechanics. These courses are easy on your pocket and provide you extensive knowledge about diesel mechanics and the latest technology used in the field. You will learn the technical knowledge of using various tools, safety mechanisms, and operating the equipment when you take up this course. You have to be 16 to 18 years old to get started in this field. No formal education is required, and primary schooling suffices when it comes to taking up a course in this field.  

Understand the complexity of automotive machines

Machines are complex. You will require technical skills as well as practical knowledge for repairing and maintaining four-wheelers. Get started in this field by taking up a course in Diesel Mechanic Schools In Atlanta Ga. There are many schools that provide training programs in diesel mechanics across the state. Even if you live in a rural area, you can still find a course within your geographic location. Diesel mechanic jobs are well paid and come with a lot of perks. You also have the potential to a network for business and provide customer service to customers whose four wheelers that you service.

Prepare while still in school

After completing your secondary education with reading and math as your subjects of learning, you can apply for this course. Vocational courses in the same field are available if you are not too keen getting an admission in a university. Attend all the classes and lab activities to get a good hold on the subject.

A driving license is a must

Before you work on operating, repairing, and maintaining large vehicles, it is essential to get a driving license. You are required to check that the vehicles that you repair are performing at their optimal levels. The license that you obtain is essential for test driving the vehicle. On-Job training gives you a better experience as you are working on your secondary school. Keep the technological information up to date when as you start the work of a diesel mechanic. You are also required to take up the drug test before applying for a company as a diesel mechanic.

Apply for national certifications

For those who aspire to climb up the ladder in their company, national certification in diesel mechanics comes handy. These certifications need to be upgraded every five years, so you keep up with the latest technology in the automotive industry.

Through the certifications and on-job training, you can understand the complexity of the diesel engines. These courses are standardized and offer you better career and job opportunities when you apply for a job in an automotive company. Advanced certifications are required to operate, repair, and maintain heavy machines and vehicles. On an average, it takes 75 weeks to complete the training in advanced technology learning to operate and maintain heavy machines.

Business

Big BUSiness — how entrepreneurs have transformed buses

May 30, 2018

Instead of the standard street-food vans, have you thought of the different things you can do with a bus? With the right combination of knowledge, funding and creativity, consider starting your bus business today. Here are some of the best examples from around the UK and the world:

Quirky accommodation

More travellers are looking for quirky places to stay, especially with the rise in sites such as AirBnB. Some plucky entrepreneurs have transformed buses into hotels, such as East Yorkshire businessman, Oliver Kemp, who has created BEDROAM – a functional mobile hotel for use at events such as festivals. The bus features 18 luxury sleeping pods, two bathrooms and an outdoor space.

This quirky accommodation has featured on TV on shows such as Amazing Space. Oliver Kemp spent around £60,000 on the project. Proof that with a bit of ingenuity, you can turn space-saving ideas into mobile business success!

A bus has been used in a similar was in Australia too. Here, homeless people are invited to spend the night on the bus. These ‘sleepbuses’ are designed to shelter rough sleepers overnight.

Shopping on a bus

Take a leaf out of Lesley Tindle’s book and create a unique shopping experience on a bus. For extra space, you could opt for a bus that expands too. This idea shows the versatility of buses, allowing an owner to easily transport stock and sell it directly from their bus.

A new type of office space

Unfortunately for start-up businesses, office space can be costly to purchase. But, that can change with the help of this innovative idea.

Created by Rishi Chowdhury, the Incubus is a double decker bus/ office space. The bus itself cost around £12,000 and the conversion cost up to £30,000 – but the vehicle acted as the IncuBus office space, hosting up to five startups at any one time. It’s proof that an innovative idea can work well, if you’ve got the business sense to try it.

Building a bar

As opposed to socialising in a bar, why not give people somewhere different to enjoy a drink? One bus, christened Leyla, is the result of a 1966 Leyland Titan being renovated by owners David Humphreys and Alex Robinson. They spent around £60,000 converting it into a fully equipped bar, complete with a lounge area upstairs. Run as a private hire event attraction, this is just one example of a bar renovation.

There’s a similar concept in Russia too. It’s a VIP bus bar that drives around the city allowing people to drink and dance the night away. Where some party busses in the UK are designed to get revellers from one location to another, Alexander Berest’s party bus is meant to be the destination.

Thinking about something like this? Remember that you need to acquire a licence to serve alcohol in the UK. You’ll also need to pay concession costs for events you attend, which can be pricey.

A new type of restaurant

As opposed to the food van, consider a restaurant bus. There have been a number of bus restaurant conversions in the UK – though one of the most popular is the Crust Conductor, which serves pizzas in its 34-seater restaurant. As a mobile business, it can visit festivals and food events but is primarily housed in London.

Buses are commonly associated with public transport. As the future pushes innovation and conventions are challenged, it will come as no surprise to see more entrepreneurs stretching the limits of what can be achieved with a bus-borne business. However, with most people’s renovations costing upwards of £30,000, you’ll need plenty of investment behind you. Crowdfunding, anyone?

This article was created by Stagecoach, providers of competitive bus pass prices.

Business

Tips For Choosing What Kind Of Business To Start

May 9, 2018

Do you want to wake up every morning and, rather than taking orders, you get to be the boss? Everyone wants to work for themselves, but many have no idea what sort of business avenue to pursue. What’s most important is knowing yourself. Concentrating on sectors and industry that you’re not interested in or know nothing about won’t help you. We have compiled some tips to help put you on the right track.

Ask Yourself What You’re Passionate About?

It’s recommended that you find something that you’re passionate about and dig in. If it’s something you truly care about then you’re likely to work much harder (and trust us, you will need to work hard to get a new business off the ground).

The internet has made it much easier to monetize your passion. Now that you have access to the whole world as an audience, it’s easier to find people interested in different niches and business types. For example, if your passion is fitness, then you could design a downloadable fitness program, similar to the Handstand App, where users get access to the latest exercises, training plans, and meal plans.

Of course, some passions simply don’t translate into a viable business model.

Consider What You’re Good At?

It’s better to build on your strengths than try to correct all your weaknesses. Everyone has failings, and the key is to manage them well while you utilize what you’re good at.

If you’re terrible with technology, then you’re probably better of building a brick and mortar business rather than an online business for example.

On the other hand, if you’re obsessed with the latest technology, you may want to consider building an app or getting into online marketing.

Determine Which Industries Are Rising And Which Are Falling

If you were to go out and buy a camera store with a darkroom so you can develop photos, then you might have had a successful business model 10 years ago. However, print photography is pretty dead now.

You don’t want to work yourself to the bone to get a business up and running only for it to be surpassed by technology in a few years’ time. Make sure you choose a business that will grow rather than flounder.

Consider The Initial Investment

If you want to start a fashion store, then you may be in for a heavy investment. You will need to rent the location, have items made, hire sales staff, and much more. However, if you were to sell the same items on Amazon then you could skip the real-world store and slash your initial expenses. Make sure what you decide on is realistic and won’t destroy your budget.

Final Thoughts

Once you decide what kind of business you want, the hard work really begins. Expect to put in some hefty work hours to get your company off the ground and actually making a profit. If you can’t stand working for a boss that doesn’t care, then it may be time to leap into self-employment.

Business

Tips For Starting A Small Business

May 3, 2018

Starting your own small business has a lot of benefits, like being your own boss. However, getting started isn’t a very easy process, which is why we decided to provide people interested in starting their own small business a few useful tips they can apply to their business.

1. Have a Business Plan

Trying to start a small business without a business plan is like trying to fly a plane without taking any lessons. A business plan details what you expect your business to be about and how you plan to run it, which means you should have a cash-flow analysis, profit-loss forecast, and a break-even analysis.

It is very important that you have a business plan because it allows you and potential investors to see how the business will run on paper before you open up the business.

2. Figure Out How You Will Make A Profit

The main objective of having a business is to make a profit, which is why it is important that you calculate all your expenses, which include rent, equipment and payroll, then figure out how much of your product or service you need to sell to cover all your costs and make a profit.

3. Protect Yourself

If you don’t want your business to get shut down by the government, it is very important that you keep all your financial records and have an Employer Identification Number (EIN), which is used to identify your business. The EIN is also used for reporting employment taxes. If you don’t know how to go about getting your EIN, or want to make sure you do it right, you should hire an EIN filing service.

Another thing you need to do when registering your business is to protect yourself from liability if your business fails by making sure it is registered as a limited liability company. LLC formation protects your personal assets from being seized if your business fails.

4. Start Small

Some people believe they will make more money if they have more than one business location, which can be true in some cases. However, the people that are successful don’t open multiple businesses at the same time.

Having one location allows you to work through the issues of running your own small business, which is a learning process. When you have gained enough knowledge and made your business profitable, you can entertain the idea of opening up another location.

5. Pay Your Taxes And Bills On Time

When it comes to running a business, it is important that you keep records of all your transactions and pay whatever taxes owed on time. Doing this will keep the IRS off your back, but failure to do so will result in penalties that could end up costing you your business.

Business

The Cambridge Analytica Scandal Explained

April 28, 2018

The Cambridge Analytica scandal has rocked the world and captured the attention of media organizations across the globe. The complicated and tangled web of relationships and deals which have underpinned this whole ordeal makes for a complex story. In fact, given the relevance of the story to all of us in today’s society, it is a shame that more people don’t fully understand what has occurred.

The Quick Version

The most condensed version of events that we can offer is this – somewhere in the region of 87 million Facebook users, as well as an unspecified number of their friends who were not signed up to the service, was misappropriated by a researcher who worked for Cambridge Analytica. The reason that this is so significant is because Cambridge Analytica worked for the Trump campaign as a consulting service.

As well as the unauthorized use of data, there have been hints of other scandals. For example, the CEO of Cambridge Analytica, Alexander Nix, reached out to Julian Assange, the founder of Wikileaks and broad supporter of Donald Trump. Nix offered Assange information about the existence of emails which had been stolen from hacked Democratic National Committee servers.

The entire scandal has made many people more conscious about the security of the data and information that they put online. If you are wondering about your own data in the wake of the scandal, Secure Data have a number of relevant articles on their blog.

The Trump Connection

The consulting firm Cambridge Analytica was founded by the conservative mega donors Rebekah and Robert Mercer, as well as Trump’s ex-chief strategist, Steve Bannon. Upon the firms founding, Bannon was appointed as its vice president and during the 2016 election he reached out to the Trump campaign and acted as the middle man between the two sides.

Where Did the Data Come From?

The big question throughout all of this has been where Cambridge Analytica got its data from, and to what extent Facebook is complicit in the collection and dissemination of that data. Some have suggested that Facebook has known more about events than they have let on.

It seems that in this case, a researcher by the name of Aleksandr Kogan was the one who siphoned off the data and passed it on to Cambridge Analytics. Kogan obtained the data by making a simple quiz for Facebook users to take. Not only did this quiz in fact collect user data, it also gathered data from friends of those who took the quiz.

This has exposed a serious loophole in Facebook’s API, while those who took the quiz initially may have given permission for their data to be harvested, their friends had their data collected whether they consented or not.

What this scandal means for the future remains to be seen. In the short term, at least, it has greatly increased awareness of the importance of data security and of keeping our personal information private. There was a time when anonymity was one of the main features of the internet. Today, people are more than willing to reveal their real identities when online.

Business

How can you use leaflets to advertise your beauty business?

April 27, 2018

When Groupon carried out a study on beauty expenditure, they discovered that an astounding £70,000 is how much women spend on their appearances — that’s £1,352 per year. It seems that there is serious money to be made in the beauty industry — so how do you get ahead and attract customers over your competitors?  

You don’t need to think too technical, cost-effective print leaflets or booklet printing could be beneficial. Here, we’re going to look at why leaflet marketing might be the perfect option to boost profits and brand awareness in 2018…

A cost-effective solution

Printed leaflets are a great way to advertise and maximise exposure without breaking the bank. Despite common misconceptions that claim digital to be a free-of-charge platform for effective marketing techniques, your print material may actually be more effective than anything you could create digitally. A study that looked at the efficiency of print media compared to digital platforms including online banners conducted by research firm, GfK, showed that print ads provided the highest ROI: 120%. Perhaps digital is not as useful as anticipated.

Well-targeted advertising

Understanding your target market is key and the starting point of any successful campaign. If you own a beauty company, women between the ages of 18 and 34 are your largest audience, as they make up the greatest part of the cosmetics market. But, how do you contact these women specifically? Make your leaflet marketing strategy a direct mail campaign! Direct mail is a form of marketing that helps companies send promotional material to a targeted group of current or potential customers. Therefore, you can reduce waste, save on over-ordering at the printer, and increase the chance that your leaflet will reach the right person.

Reach your target market directly through direct mail. To do this, start by either conducting your own target audience research — for example, by using social media or surveys — or purchasing key data, like ages and addresses, from third-party sites.

Marketing by mail

If you operate in the beauty industry, you’ll know that it is very competitive. In fact, the amount of cash that’s in the sector makes it a popular one for start-up entrepreneurs. According to recent data, the global skincare, beauty and cosmetics industry is anticipated to reach a worth of $675 million by 2020. With a value of around £17 billion in the UK and employing more than one million people, these figures show that beauty is a lucrative and attractive line of business. So, how do you stand out?

Don’t feel pressure to go digital. If other brands are keeping their advertising online, go against the grain and invest in print! You probably already have a Facebook page and Instagram account to keep in touch with your clients, as well as an email database to send out deals as you wish. Therefore, opting for a print marketing campaign will allow you to widen your net and reach an offline audience, as well as do something your competitors possibly aren’t.

Studies have shown that print material is a successful marketing technique too. Printed direct mail items require approximately 20% less brain effort to process than digital media, according to research by a neuromarketing firm, which suggests that it is simpler to understand and store in our memories. In a recall test, 75% of those taking part were able to recall the business name after viewing it on a direct mail ad, compared to only 44% who were able to after seeing it on a digital ad. Could it be that beauty brands that put all their ads and offers online are missing a trick?

Make sure your target market knows who you are

Your leaflet must be suitable for all clients. Even customers who visit often may start looking elsewhere, so work to attract and retain!

To maximise your ROI, you want your brand to come to mind when your customer needs something that you offer. Did you know that 45% of people keep leaflets on a board or in a drawer, according to the Direct Marketing Association? While digital ads disappear, you can create an attractive, lightweight leaflet that your potential customer will be inclined to pin on a wall or on their fridge where they’ll have a constant reminder of your services and products.

Let everyone know about your promotions

Everyone should know if you’ve got an offer on! Beauty customers are also bargain hunters, and it could be that your leaflet might be the perfect platform for a too-good-to-miss deal! 57% of shoppers are encouraged to buy for the first time when they are given the chance to redeem a coupon, according to VoucherCloud, and 80% of consumers claim to use coupons regularly. If you’re looking to advertise new cosmetics or attract new customers for a flagging treatment, a leaflet that acts as a voucher can clearly help.

Studies we talked about earlier showed that we can retain more information from print than from digital. So, could your audience gain extra time to act on the attractive discount you’re offering if you place it on a leaflet, rather than a pop-up ad or generic email? Possibly. To help, give a time limit on your offer and highlight this with a bold, coloured font on your leaflet to give your audience an effective reminder to act fast, too!

Your leaflets should be appealing

According to research, you have 50 microseconds to make a good first impression! Consequently, it makes sense to use promotional material — whether it’s a simple leaflet or a chunky saddle-stitch brochure — that creates an instant impact, immediately signals your USPs, and is positively and attractively presented. A leaflet, unlike a brochure or pamphlet that can feature several pages, allows you to condense the very best of your services and products into one, easy-to-read page for maximum effect.

It’s likely that your customers are conscious about their appearance. A Consumer Insights 2017 report by Cosmetics Europe found that 71% of consumers believe that cosmetic and personal care are ‘important or very important in their daily lives’ — this makes offering your customers a beautifully designed leaflet all the more necessary and effective.

When designing your leaflets decide whether you find them attractive. Use complementary colours to create a pleasant aesthetic and high-quality images — nothing pixelated — featuring real people enjoying one of your treatments. According to 3M, a science-based tech company, humans process images 60,000 times faster than text. Therefore, incorporating two descriptive photos in your leaflet is likely to improve how much about your beauty business the reader takes in — which should mean they’re more likely to consider you.

It’s clear to see that one leaflet has great potential! Research ideas and print companies online today to find the ideal leaflet design to enhance and promote your brand in 2018!

Sources:

https://www.digitalprinting.co.uk/blog/7-reasons-leaflets-place-beauty-industry/  

https://www.researchgate.net/publication/220208334_Attention_web_designers_You_have_50_milliseconds_to_make_a_good_first_impression_Behaviour_and_Information_Technology_252_115-126

https://www.directlineforbusiness.co.uk/small-business-insurance/knowledge-centre/getting-started/opening-a-beauty-salon

http://web.archive.org/web/20001014041642/http://www.3m.com:80/meetingnetwork/files/meetingguide_pres.pdf

https://www.researchgate.net/publication/220208334_Attention_web_designers_You_have_50_milliseconds_to_make_a_good_first_impression_Behaviour_and_Information_Technology_252_115-126

https://www.thoughtshift.co.uk/beauty-skincare-and-cosmetics-retail-trends-and-statistics/

https://www.cosmeticseurope.eu/files/6114/9738/2777/CE_Consumer_Insights_2017.pdf

https://www.forbes.com/sites/rogerdooley/2015/09/16/paper-vs-digital/#10a288fd33c3

https://www.inma.org/blogs/main/post.cfm/cross-media-study-shows-print-advertising-has-highest-roi

https://dma.org.uk/article/what-is-the-response-rate-from-leaflet-distribution

https://www.huffingtonpost.com/danny-wong/what-science-says-about-discounts_b_8511224.html

http://www.independent.co.uk/life-style/fashion/news/the-staggering-average-lifetime-spend-on-cosmetics-and-grooming-revealed-9709654.html

https://www.independent.co.uk/life-style/fashion/average-british-woman-spend-70000-appearance-lifetime-cosmetics-beauty-products-groupon-uk-a7623201.html