A motivational “speed meet” in Marbella

This week we had another great excuse to visit our favourite haunt, Güey, in Nueva Andalucia, for the Costa Business Club’s “Speed Meet”. The monthly networking event was spiced up with a motivational talk from Laura Krier (not to mention a soulful rendition of “We are family” that brightened up the hum drum of a standard Friday morning). Laura is based on the Costa del Sol and is tasked with many talents, including singer, voice coach and radio personality.
http://www.laurakrier.com

Laura passed on some brilliant pearls of networking wisdom to aid business success. Yes, we at Pudding Creative are also firm believers that a good mixture of self-belief and positive action is required, if we are to realise our full potential… and a little reminder never goes amiss.

The next event is scheduled for March 28th at Terra Sana in Nueva Andalucia and will be an evening affair with a full 2 hours of speedy interactions. If today’s experience was anything to go by, the event will be overflowing with a variety of business people attending from as far as Tarifa and central Málaga. We’ll be there and would love an opportunity to tell you all about our corporate branding services and marketing strategy (in 3 minutes or less!).

CBC’s Sandra Europe assures us that tickets are already selling out for March, so you’d best be quick if you’d like to join…

www.costabusinessclub.com
www.puddingcreative.com

ASA to monitor UK social media from March 2011

From 1st March 2011,  online brand marketing will become regulated by Advertising Standards Authority (ASA) as it extends its jurisdiction to include websites and more influentially,  also covering social media content referred to globally as 'marketing communication'. And you will have to be compliant with the rules in less than a month's time.

This move has taken over 5 years to implement, initiated by a report published by The Food Commission in 2005 which brought to light some of the World's leading confectionary brands, including Chupa Chups, Smarties, Nesquik and Frosties, who were allegedly marketing to children via the internet.  

Until most recently, all brands would try to build marketing campaigns to chase and maintain a voice with their current marketplace. To use Nesquik as a great example,  their twitter profile is functioning very well as a branding medium,  the design appeals to adults and children alike and its success is undisputed given its accrued nearly 4000 followers,  outnumbering the followings by 3:1 – a remarkable example of how marketing has changed through social media,  the customer is now CHASING THE PRODUCT.

(on a personal note: Haribo doesn’t have a twitter site yet but their name is tweeted many many times over by fellow addicts – yey!)

The ASA has long acknowledged the impact that this uncensored sector could have on society and have confirmed that until now, they are unauthorised to investigate over 60% of complaints they receive about digital marketing. But, with the new jurisdiction all that is set to change so be ready to check your content…

Included: The new ASA powers cover all aspects of marketing  communications from organisations operating from the UK, both on their own sites and any free online space used, such as branded Facebook and Twitter pages.  Exc>Inc: User-generated content (UGC)  is not included in the remit. HOWEVER, if a company incorporates any UGC into its own marketing, it will of course become accepted under the company’s ‘adopted’ ownership and would therefore be subject to the regulations equal to any marketing content under their original ownership.  Excluded: Any material that is not marketing contained within a website is not subject to these changes ie. as with existing (non-digital) media, the regulations will not cover press releases, corporate reports, editorial content, classified private ads, political advertisements and investor relations.

The ASA says its 'primary concern is not to punish advertisers' so in the first instance, they plan to use online name-and-shame tactics coupled by the removal of online services/contracts/privileges, therefore turning the tables on the offended party by using the speed of digital networking against them.

www.asa.org.uk

(source : Gemma Charles, marketingmagazine.co.uk, 02 February 2011)

Good living in Marbella

The beautiful Puente Romano Hotel gathered together a fine selection of Marbella’s well-being professionals for the Living Well exhibition on February 5^th and 6^th. The event showcased healthcare, nutritional, cosmetic and holistic treatments with some of Marbella's most respected practitioners in attendance.

Christine Heckel specialises in sound massage therapy and said, “The exhibition was very positive and I had amazing feedback from the visitors – especially as my sound work is very new to many people. I was given the opportunity to give a talk on both days and I made some great contacts with very interesting people,” says Christine.

Christine Heckel with Diana Reed

 

The 65 stands and 25 workshops attracted an estimated 3000 visitors over the weekend. And the inspirational talks included presentations from Dr. Hilary Jones and Louise Van der Velde. The event was such a success that another date has been fixed for September 18^th and 19^th.

The event included fun for all of the family with children's entertainment, gifts and a bouncy castle – a firm favourite with the Pudding Creative youngsters who had  a ball getting special attention from all of the exhibitors! 

Living Well wound up a weekend of healthy goodness with a grand gala dinner, raising money for charities Cudeca and Meningitus UK.

Living Well supports the combined art of modern medicines with complementary treatments and aims to unite healthcare professionals in the Marbella area. For more information on events and exhibitions in Marbella, please feel free to contact Pudding Creative.

www.livingwellmarbella.com


www.puddingcreative.com

Never underestimate your brand

"A brand should strive to own a word in the mind of the consumer." (quote: Al & Laura Reis)

In 1907, following a very long line of patents raised by names you would never recognise,  James Murray Spangler,  a school caretaker from Ohio, designed and patented the first portable vacuum cleaner with unique rotating brush.  However, in 1908, due to lack of funds and foresight, he sold his idea to his cousin's husband, William Henry Hoover. William owned  a slowing 'Hoover Harness and Leather Goods’ business which was fast becoming obsolete following the rise of the car. Therefore, Hoover was on the  look-out for a new business venture.

To say that Hoover since became a household name would be an understatement as he took the term ‘brand’ to the highest level appearing today as a proper noun in encyclopedia’s and dictionaries alike and furthermore, developing into a proper verb and more recently slipping into slang usage.

www.wikipedia.com  : A vacuum cleaner, commonly referred to as a vacuum in the U.S. and a hoover in the UK, is a device that uses an air pump to create a partial vacuum to suck up dust and dirt, usually from floors.  

1.  To hoover , 
2. to vacuum-clean (a carpet)  
3. (often: foll. by: up) to devour (something) quickly and completely
 
Collins: English Dictionary Definition (Meaning) of : HOOVER verb 

Mr Hoover’s purchase was unquestionably visionary based on limited information, however it was his development of the international brand that was equally crucial to his success. The attention to detail and proud use of branding across every element of the product plus heavy investment in PR campaigns has ensured that over a century later, Hoover holds firm as one of the leading manufacturers of household goods, including vacuum cleaners in the US and in the UK, the name Hoover has become synonymous with the vacuum cleaner .

The unprecedented success of this lowly household cleaning device. The vaccuum has captured the hearts and imaginations of many creative-types trying to design the next iconic brand. 

Inventions include uprights, cyclone, water, handheld,  wall mounted, robotic, ride-on and roller-ball. Dyson are most certainly leading the chase to become the next ‘vacuuming’ verb to leave their mark, however despite profits of GB£115 million (2006) and dominating the UK market share, we will undoubtedly still be ‘hoovering’ with our Dyson for many years to come.

Never underestimate the potential value of what you have created.  The proof of the pudding...

http://www.puddingcreative.com/

 

Do we really need to worry about brand?...

- BRAND SPANKING RIGHT YOU DO!

“In most product categories, price is the primary purchase incentive for ONLY 15 - 35% of all customers.” 

(Source: Kevin J. Clancy, ‘‘At what profit price?’’ Brandweek)

SIMPLE QUESTION: If it is not based upon price, why do your customers choose to come back to you, or even choose you in the first place? 

VERY SIMPLE ANSWER: Your brand.

Branding goes beyond a logo, or a slogan, or an advertising campaign. Branding is a long-term but relatively simple investment,  to build a promise to your customers and support this by its delivery.  It is not just pretentious jargon for all things marketing, although it often used in vain, it is purely a term which can sum up how you will succeed. 

Renault Clio: Dita Von Teese strips off in new TV campaign

The best part about branding your own business, is it’s your one chance to spell out your uniqueness and tell the world who you are,  why you’re there and what you can do,  and most importantly,  you can do it in VERY BIG LETTERS if you choose to! 

Your brand concept may be that you are the cheapest or the fastest or the most elegant  of your kind, it doesn’t matter. What does matter is that you are consistent and special, avoiding a situation where your products or services can be interchangeable with other companies, so that purchase decisions become driven by price, they must want to choose you over and above your competitors regardless of  price ratio. Levi’s vs George at ASDA 10:1 ,  Heinz above all others 3-4:1, ITV or BBC 1:1.  How do you choose?

‘‘Familiarity (exposure and/or use) leads to liking.’’

(Source: Andrew Ehrenberg, Neil Barnard, and John Scriven, ‘‘Differentiation or Salience.’’ Journal of Advertising Research.) 

It is difficult to calculate the equity of a brand because it is based upon a building a relationship and a strong loyalty which can grow over time. It is often so strong that it compensates for performance flaws, such as an out-of-stock situation, poor customer service, a product that falls apart, inconvenient store hours, or a higher-than-average-price and that is when the true value of your brand can be measured. The difficulty is maintaining your brand equity because after the initial investment of time and energy, it is often taken for granted, overly drawn upon, and not adequately replenished, especially in times of crisis or to meet short-term needs.  The longevity of your brand equity depends purely on your level of investment.  The more you invest into the ‘brand bank’,  the longer the ‘brand pension fund’.

This first weekend of February 2011; Renault has brought back the "Va Va Voom" for its Clio ads with a racy spot featuring Thierry Henry, Rihanna and Dita Von Teese  (created by Publicis London). It has been 5 years since this campaign was last on the air and yet the slogan remains clearly stamped in our minds as if it were yesterday and as such,  remains as popular as ever,   proof enough that the inherent strength of the original Clio marketing concept resulted in a ‘brand bank balance’  capable of sustaining more than a 5 year pension fund - impressive.

http://www.brandrepublic.com/bulletin/brandrepublicnewsbulletin/article/1053539/rihanna-von-teese-bring-back-clios-va-va-voom/

If you can complete the following statement,  then we can help you to maintain your BRAND.... but equally if the answer is no?  No problem - we can help you establish your ideas and find a benchmark at which to aim :  [enter your own details]

[Brand name] is/will be the [ most trusted/highest quality/innovator] in the field of [industry] for [product or service category].

For example:
PUDDING CREATIVE is/will be the INNOVATOR in the field of  BRAND DESIGN & MANAGEMENT for A  NEW ERA OF DIGITAL SOCIAL MARKETING.

Pudding Creative can help you to build AND maintain your BRAND. http://www.puddingcreative,com/

 

Pudding Creative does lunch with the WIBS

We were invited to join Marbella’s “Women in Business” on Feb 4th for Pudding Creative’s first ever social outing. We were warmly welcomed by the 40 members and guests – some of whom had travelled from as far as central Málaga and Tarifa to attend the valuable networking event that included a three course lunch and introduction speeches.

The Women in Business meet once a month and are hosted by a tour of local restaurants. We were lucky enough to join them at Güey Restaurant & Skybar in Nueva Andalucia. The venue has always been a Pudding Creative favourite but is now looking even swankier under the new management of restauranter Jörgen Abrahamsson and event maestro Johnnie B. Gomez. In addition to the cosmopolitan interior there is a large garden and terrace area (not forgetting a rather expansive cellar of vintage wine and champagne).
 

WIBs Pr, Louise Cook, with Pudding Partners, Jenny & Heather

Caroline Bowley said of the group meetings “Much has changed during my 4 years as WIBs president. We are not only a networking group but also a support group for all ladies in business. Networking on the Costa del Sol is key to business success”.

The WIBs offer encouragement to women wishing to develop and expand their businesses. The lunchtime meetings also provide a great opportunity to kick back and learn about the eclectic variety of services available in the Marbella area.

We loved having the opportunity to talk about Pudding Creative’s range of services that help local and international businesses build brand awareness. Thank you WIBS.
 

www.wibspain.com
www.puddingcreative.com