Bright Light Marketing

BOLDLY GO !

As we officially head out of recession you don’t need us to tell you that things are still pretty tough out there for business.

However consumer confidence is slowly rising and it is vital that we all look after our customers and plan for the future now.

In our latest Newsletter we thought that you’d be interested to find out about some of the latest trends which will shape consumer behaviour in the coming year as well as a good news story from one of our clients who has ridden the storm and is now enjoying increased attendance and real growth. We also talk about Best Practice and how it is always possible to learn from others and tell you how we very successfully introduced two completely different companies.

We hope that these features give you some knowledge and inspiration for the year ahead and if you would like to find out about how Bright Light Marketing can help get your business noticed then give us a call and we’d be more than happy to have a chat with you.

Very Best Wishes, Fiona, Janice and Fiona

To see how we have got other companies noticed visit our website www.brightlightmarketing.co.uk.

Meet your perfect match

Bright Light Marketing firmly believe that it’s a good thing to make your own decisions in business and not to be too obsessed with what the competition is doing. It is always better to be consumer focussed and put yourself in customers shoes as thinking like a customer often creates the most creative products and services.

However it can also be very important to learn from others who are pushing back the boundaries and showing real flair and innovation and this need not even be within your own industry. For example if there’s a particular company that you admire from afar and you really like how they treat customers and promote their products then it’s never a bad thing to take a leaf out of their book.

Whatever size of business you are in it’s always possible to learn from others and it’s something that Bright Light Marketing can help to organise for you.

Recently our client The Tontine Hotel from Peebles spent an invaluable afternoon with David Wither from Tigerlily in Edinburgh. David was happy to share his considerable expertise with the Tontine team and as a result they are going to invest in the Flow Hospitality Training Programme.

So don’t get too hung up on what your direct competition is up to, be bold and think a little wider than that. Bright Light Marketing do have an extensive range of contacts and are more than willing to make that vital introduction if we are able to.

How trendy are you ?

Don’t worry we are not asking you about this seasons hot colours or the must have fashion accessory !

Much more importantly we thought that you’d like to be kept up to date some of the latest trends in consumer behaviour and have a look ahead to what people are likely to be doing with their time and hard earned money this year.

The current economic climate has created different trading conditions for us all and we move towards a new economy which is less focussed on materialism and more about a new set of values for customers. We all know that it is still very difficult to predict what 2010 will bring and no-one has a crystal ball, however it is possible to identify some of the key trends which are likely to shape consumer behaviour in the year ahead.

In Bright Light Marketings opinion the key trends for 2010 are :

1. Social Networking – Are you all of a twitter about it ?

2. Ethical Responsibility – the real heart of a business

3. Stability – Balance not Binge

4. Luxury in a Flux

5. Mature Materialism – Boldly go !

6. The Staycation is here to stay

7. Great Escapism

If you would like to receive the Trends Report in full contact Fiona Drane on 01750 505053 or email fiona.drane@brightlightmarketing.co.uk.

Are you coming out to play ?

Border Bingo Clubs have been successfully running their bingo clubs for over 25 years. However various factors including the smoking ban and more online bingo meant that they needed to re-position themselves in the marketplace and encourage a new and younger audience to play. But whilst doing so it was vital for them to look after their existing loyal customers and communicate the planned changes to them.

The Bingo industry has undergone a massive change throughout the UK, you can hardly turn on the TV without seeing one of the leading online companies sponsoring a high profile programme. Bright Light Marketing were given the task of developing a new Brand Identity and Marketing Campaign to increase loyalty from existing customers and also encourage new and younger customers to also play bingo.

Border Bingo Clubs promotion

Rather than seeing the rapid increase in on-line bingo as a threat Bright Light Marketing decided to use it as a positive way to highlight the values of Border Bingo Clubs. Namely that this is a very sociable and fun activity and a great way to make friends in local, independently run clubs who really value and look after their members. As a result a new brand identity was developed and the character of Buzby the parrot was launched with the accompanying strapline Are you coming out to play ? The new brand is currently being rolled out very successfully via advertising, direct mail and radio campaign and within the clubs themselves.

Bright Light Marketing also analysed the existing customer database and implemented a direct mail campaign to clean the database, encourage lapsed members to return and introduced a new sophisticated membership system. This has meant a much clearer picture of attendance patterns has been established along with intelligent profiling of all customers.

Further campaigns will enable Border Bingo to cross sell promotions and target new customers such as groups of work colleagues, local clubs and people who have never played before via Bingo for Beginner’s nights and a dedicated members newsletter Buzby’s News.

All of this marketing activity has helped to re- position Border Bingo Clubs firmly in the marketplace and has increased attendance and revenue meaning that people really are Coming out to Play again.

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