Variety is the spice of life

As the clocks go back at the weekend we thought it was high time we gave you a little update on some of the varied work we’ve been busy with recently.

We are really proud of the diversity of interesting clients that we now have across the country and the range of quality work we have been carrying out on their behalf. From charities to entertainment, retail to tourism, food producers to professional services and communications to agriculture, you name it we have been marketing it !

In the past few months we have been busy completing a number of strategic Marketing Plans for some new and existing clients. We have also carried out evaluation of the Borders Book Festival as outlined below and have developed several exciting new brand identities. And of course we have written and sent out a number of e-newsletters for clients as well as carrying out original marketing campaigns too.

If you want to chat about how Bright Light Marketing can put you in the spotlight then please give us a call and we’d be delighted to have a chat with you.

Yours Fiona, Janice and Fiona

Borders Book Festival – Read all about it !

Bright Light Marketing has recently completed an evaluation of the 2011 Borders Book Festival which was held in June in Harmony Gardens, Melrose.  The Borders Book Festival is a key cultural event in the Borders event calendar and the festival over its four days has a major economic impact on the Borders economy.  It is also one of the leading book festivals in the whole of the UK.

Bright Light Marketing carried out a major economic impact study for the Borders Book Festival in 2010 which gave the Borders Book Festival a comprehensive view of not only the economic impact of the festival but also the customer profile of those attending the festival.  The 2011 evaluation built upon the 2010 report and specifically looked at the attendance figures, geography and travel patterns of customers, demographic information and customer’s experience of the 2011 Borders Book Festival.

Some of the Key findings of the 2011 report are:
•    2011 has seen yet another massive increase in attendance with audience numbers 23% up on 2010.

•    The 2011 Borders Book Festival attracted 36% of its audience from outwith the Scottish Borders a 5% increase on 2010 figures.

•    Of the visitors from outwith the Scottish Borders 49% stayed in overnight accommodation - an increase of 5% from 2010.

•    There has been an 11% increase in the excellent rating for the 2011 Borders Book Festival which is a remarkable achievement, and a huge accolade to the Borders Book Festival staff and volunteers.

•    Awareness of the Festival has grown and areas of increase are;

o    Local Press +6%
o    Mailing List +13%
o    Word of Mouth +1%
o    National Press +7%
o    Other + 7%

This research is really valuable to the Borders Book Festival as it gives them greater insight into their customers and allows the festival to improve year on year.  It is also vital information to share with stakeholders and sponsors.

Events make a vital contribution to local economies and give people reasons to visit an area and return.  However like any product you need to know who your customers are and why they buy your product.  Research like this is not costly to carry out.  Yet carrying out this research can allow you to improve your product offering, expand your customer knowledge and ultimately allow you to sell more in the future.

For more information on how research can assist your business contact Fiona Drane on 01750 505053 or email fiona.drane@brightlightmarketing.co.uk.

What’s black and white and read all over ?

As marketeers we think that marketing should contain as many communication tools as you can afford to get your message across. However one essential tool in your marketing armoury is sending out regular e-newsletters to your customers. It can bring you instant business and is a great way to generate sales as well as a vital tool to keep your customers aware of your businesses.

However don’t just take our word for it, at a recent social media conference one of the top Social Media experts in the country Luke Brynley–Jones also identified e-newsletters as not only a great way of keeping customers up to date with your news but also of generating instant sales.

Bright Light Marketing works with a number of clients across sectors such as leisure, retail and tourism as well as business to business clients. We make putting together your monthly or bi-monthly e-newsletters easy. By writing copy, updating and maintaining your email database, sending out the e-newsletter and producing a measurement report on the open rates and any feedback. And of course liaise with you throughout the process.

Feedback from clients is that e-newsletters are an essential part of their communications programme from a hotel who wants to get more business in the off season to a retailer who wants to showcase their new stock or announce their sale.

For more information on how Bright Light Marketing can help you make e-newsletters an essential part of your marketing activity and generate more business contact Fiona Mackinnon on 01750 505052 or email fiona.mackinnon@brightlightmarketing.co.uk.

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