It’s a worrying reality that in times of recession many supposedly strapped for cash companies choose either to reduce their marketing spend, just at the moment when it is most badly needed or embrace a short burst of excessively priced/over elaborate marketing in the vain hope that it might give their up to now neglected brand a new lease of life.
At Purple Pilchard we believe great marketing is like a slow-dripping tap that slowly gets inside your head over a period of time, not a disingenuous, not to mention over-priced bottle of sparkling water whose soul goal is appeal to your ‘in the know’ vanity, before leaving a rather unpleasant taste in your mouth.
Great marketing needn’t be about large cheques or big gestures. As one small example it always amazes me just how much money is spent on packaging design, whilst the equally influential copywriting (back-of-pack copy, straplines….) is thrown together as an 11th hour after thought.
The same can be said of so many websites where mind-numbing flash art is still seen as a worthy substitute for thoughtful brand-building copy. Of course it would be wrong to ignore the fact that there are articulate brands out there like Innocent, Higgidy pies and Yeo Valley who’ve inspired ‘new on the block’ brands like teapigs, Shaken Udder and Darling Spuds crisps to name but a few , but they are in the minority.
PR as any seasoned marketer knows is quite possibly the quickest, most cost effective way to secure invaluable exposure, yet still too many brands have got sloppy, either giving PR responsibilities to some inhouse junior bod or worse still being hoodwinked into signing up to big budget draining agency retainers which often result in one piece of inspired worked, swiftly followed by a montage of instantly forgettable flannel.
In short, when times are tough please don’t give your marketing budget over to sales to instil some bland, price cutting activities or some vast retainer obsessed agency. Instead hold your nerve and keep whatever you do simple and focused.
Friday, 26 June 2009
Wednesday, 25 March 2009
Don't Be Shy, Enter An Award Today!
We feel very strongly that small, ‘proud as punch’ companies should enter as many credible awards as is feasible on the proviso that you have something genuinely impressive to talk about.
There is a school of thought that suggests that entering such awards is either frivolous, crass or quite possibly both.
At Purple Pilchard we actively encourage our clients to take a few bows for their great work, because we feel that if the brand owners of a young starting out brand can’t be proud of their team’s hard work and success who exactly can?
We’re not suggesting an overbearing ‘pushy parent’ approach, more of a gentle ‘shared wisdom’ philosophy.
N.B. Our favourite soup client Rod & Ben's has enjoyed a real increase in both interest and orders ever since they won a prestigious Soil Association award at the end of 08.
A FEW TRUTHS
Awards are one of the few marketing arenas that are genuinely weighted towards the ‘hungry for success’ underdog. Every judging panel likes to be part of the process that discovers tomorrow’s ‘shining star’ as opposed to simply patting on the back some dull established brand that already had loads of love and adulation heaped upon it.
An award also fills a brand’s internal team with a real heartfelt sense of pride that their hard work and clever insights have finally been identified and appreciated by their peers, providing yet further stimulus for everyone to pull together and carry on their great work.
Buyers and key decision-makers do notice award and peer approval. During my days at Ben & Jerry’s a constant stream of award success in the early years was pivotal in retailers and accounts taking chances on a young wet-behind-the-ears brand with only a modest church mouse marketing budget.
Awards are also a great way of generating PR miles, by adding a nice splash of third-party anecdotal to a well-crafted piece of self-publicity.
Finally for a brand like Cawston Vale a few telling awards (Q & Grocer) in 2008 have been integral in securing new outsider investment that will ultimately see the brand propelled into an even higher orbit.
So stop being modest and enter an award today
WWW.purplepilchard.co.uk
There is a school of thought that suggests that entering such awards is either frivolous, crass or quite possibly both.
At Purple Pilchard we actively encourage our clients to take a few bows for their great work, because we feel that if the brand owners of a young starting out brand can’t be proud of their team’s hard work and success who exactly can?
We’re not suggesting an overbearing ‘pushy parent’ approach, more of a gentle ‘shared wisdom’ philosophy.
N.B. Our favourite soup client Rod & Ben's has enjoyed a real increase in both interest and orders ever since they won a prestigious Soil Association award at the end of 08.
A FEW TRUTHS
Awards are one of the few marketing arenas that are genuinely weighted towards the ‘hungry for success’ underdog. Every judging panel likes to be part of the process that discovers tomorrow’s ‘shining star’ as opposed to simply patting on the back some dull established brand that already had loads of love and adulation heaped upon it.
An award also fills a brand’s internal team with a real heartfelt sense of pride that their hard work and clever insights have finally been identified and appreciated by their peers, providing yet further stimulus for everyone to pull together and carry on their great work.
Buyers and key decision-makers do notice award and peer approval. During my days at Ben & Jerry’s a constant stream of award success in the early years was pivotal in retailers and accounts taking chances on a young wet-behind-the-ears brand with only a modest church mouse marketing budget.
Awards are also a great way of generating PR miles, by adding a nice splash of third-party anecdotal to a well-crafted piece of self-publicity.
Finally for a brand like Cawston Vale a few telling awards (Q & Grocer) in 2008 have been integral in securing new outsider investment that will ultimately see the brand propelled into an even higher orbit.
So stop being modest and enter an award today
WWW.purplepilchard.co.uk
Tuesday, 10 March 2009
New Look Website For Purple Pilchard
A NEW WEBSITE LOOK FOR PURPLE PILCHARD
The UK's favourite marketing & PR provider (with a fish in its title) for ambitious, personality-packed food and drinks brands is proud to announce the unveiling of its new, rather fine website (http://www.purplepilchard.co.uk/) that further reinforces the fact that good marketing needn't be pompous, pushy or over-priced.
Set up in 2004 by ex Ben & Jerry's marketer Ian Hills, Purple Pilchard, was established to accomodate this former client-side marketer's growing frustration that there were no agencies currently geared to service the very distinct needs of freshing think start-up companies on tight budgets.
What began primarily as a strategic marketing consultancy has grown over the years to now accomodate PR, copywriting, stunts and website solutions within its remit.
According to Ian, 'it was becoming a bit embarrassing telling clients that they needed to enhance their website offering when our own site looked like rather unsavoury fish paste.' We don't profess to owning either the biggest or whizziest agency website in town - but this is really the point - a simple, focused yet premium-leaning website experience is all that a well thought through brand of tomorrow really needs - anything too glitzy to me suggests that the brand either lacks focus or has something to hide.
Current Purple Pilchard clients include: Salty Dog, Rod & Ben's Organic Soups, Island bakery biscuits,The Handmade Cake Co, & Cawston Vale juices and Monty's Bakehouse
The UK's favourite marketing & PR provider (with a fish in its title) for ambitious, personality-packed food and drinks brands is proud to announce the unveiling of its new, rather fine website (http://www.purplepilchard.co.uk/) that further reinforces the fact that good marketing needn't be pompous, pushy or over-priced.
Set up in 2004 by ex Ben & Jerry's marketer Ian Hills, Purple Pilchard, was established to accomodate this former client-side marketer's growing frustration that there were no agencies currently geared to service the very distinct needs of freshing think start-up companies on tight budgets.
What began primarily as a strategic marketing consultancy has grown over the years to now accomodate PR, copywriting, stunts and website solutions within its remit.
According to Ian, 'it was becoming a bit embarrassing telling clients that they needed to enhance their website offering when our own site looked like rather unsavoury fish paste.' We don't profess to owning either the biggest or whizziest agency website in town - but this is really the point - a simple, focused yet premium-leaning website experience is all that a well thought through brand of tomorrow really needs - anything too glitzy to me suggests that the brand either lacks focus or has something to hide.
Current Purple Pilchard clients include: Salty Dog, Rod & Ben's Organic Soups, Island bakery biscuits,The Handmade Cake Co, & Cawston Vale juices and Monty's Bakehouse
Monday, 9 March 2009
Why pay A Retainer?
Ever since my days early days client side I've always been frustrated by the notion of why anyone would pay a PR or marketing agency a retainer?
Retainers are the very antithesis of staying fresh and only doing what's really required. At the very best it's money for old rope.
Talk that retainers secure you some element of exclusivity are often very wide of the mark. If an agency is doing a good job promoting your brand then they are simultaneously putting themselves in the shop window making it highly unlikely that they would consider jeopardizing a mutually beneficial working relationship.
If on the other hand you are working with an agency that thinks for a moment that it's morally acceptable talking to your direct competitors whilst working with you then surely this is a friendship you can afford to live without?
My biggest gripe with retainers is that it breeds suspicion and encourages poor practice. From a client side there is always a nagging doubt about how an agency is earning its keep this month, compared to a project fee where you should know exactly what you're getting for your money.
From an agency perspective there's the tempatation to invent unnecessary work to justify your existence, even though they know that there's a law of diminishing returns for brands who hog the spotlight too much but have nothing worthwhile to say.
Purple Pilchard is an agency that prefers to stay on its toes and so stubbornly refuses to accept retainers even when they're offered.
This isn't to say we don't devise strategic forward-thinking marketing plans that look between 6-9 months into the future because good planning sits at the heart of every good PR campaign.
What we won't do is discriminate against those start up brands on tight budgets who have a couple of great stories to tell every year but simply can't afford to fritter money away propping up lazy PR agencies looking for another easy pay cheque.
Retainers are the very antithesis of staying fresh and only doing what's really required. At the very best it's money for old rope.
Talk that retainers secure you some element of exclusivity are often very wide of the mark. If an agency is doing a good job promoting your brand then they are simultaneously putting themselves in the shop window making it highly unlikely that they would consider jeopardizing a mutually beneficial working relationship.
If on the other hand you are working with an agency that thinks for a moment that it's morally acceptable talking to your direct competitors whilst working with you then surely this is a friendship you can afford to live without?
My biggest gripe with retainers is that it breeds suspicion and encourages poor practice. From a client side there is always a nagging doubt about how an agency is earning its keep this month, compared to a project fee where you should know exactly what you're getting for your money.
From an agency perspective there's the tempatation to invent unnecessary work to justify your existence, even though they know that there's a law of diminishing returns for brands who hog the spotlight too much but have nothing worthwhile to say.
Purple Pilchard is an agency that prefers to stay on its toes and so stubbornly refuses to accept retainers even when they're offered.
This isn't to say we don't devise strategic forward-thinking marketing plans that look between 6-9 months into the future because good planning sits at the heart of every good PR campaign.
What we won't do is discriminate against those start up brands on tight budgets who have a couple of great stories to tell every year but simply can't afford to fritter money away propping up lazy PR agencies looking for another easy pay cheque.
Wednesday, 20 August 2008
FINE FOOD AWARD GOLD MEDALS TARNISHED?
At a time when Team GB is performing minor miracles in Beijing it's easy to get a little blase about the real worth of gold medals. This year's Fine Food awards were contested by 2021 small producers and 4800 products and resulted in 46% of all participants receiving some grade of gold, even though only 220 products (5%) received the top-notch 3 star nomination. In the good olde days the traditional gold, silver and bronze format enabled onlookers, purchasers and the press alike to quickly distinguish the cream of the crop from the merely above average. Is it me or is this simply a cynical attempt by one of the most respected fine food institutions to raise it's profile? A truly ill-conceived idea if hard earned gongs are inadvertently belittled. This cynical piece of marketing reminds me of the 70's love affair with non-competitive sports and today's so called gold standard A-levels where 97% of all our our allegedly more intelligent youths now achieve pass grades. It strikes me watching the likes of reality TV that too much effort these days is spent championing mediocrity. We shouldn't be embarrassed that only a small number of us ever achieve real greatness because it gives the rest of us something truly worthwhile to chase. What a shame that such a historically sought after award has been so cynically devalued
Wednesday, 5 September 2007
Toad On The Road
Two years after arriving in the UK, The Toxic Toadburger Conspiracy story is
poised to make its long awaited debut in the USA, a must stop destination in
the country at the very heart of the addictive fast food/obesity epidemic debate.
According to author and food and drinks marketer, Ian Hills ‘for me it makes
perfect sense to export Toxic Toad to the country responsible for creepy
clowns baring burgers, the non-sensical support for ghastly gherkin slices
and Eric Schlosser’s absorbing Fast Food Nation. I believe it’s high time
someone provided a more palatable solution to the strict Jamie Oliver view of
fast food.’
According Purple Pilchard founder Ian, ‘the real purpose
of toxic toad was to use a full throttle children’s adventure and quirky English
humour to educate children and parents alike about the very real issues of
addictive mass-produced junk food without ever resorting to the overbearing
‘doom and gloom’ stance adopted by a growing gathering of publicity
hungry politicians and do-gooders’.
In Ian's opinion, 'there is nothing wrong with infrequent fast food binge on the strict proviso that we are talking occasional outings as opposed to habitual troughing.'
The Toxic Toadburger Conspiracy Is Available In The USA from 25th Sept 2007
In the UK the Toxic Toadburger Conspiracy (http://www.toxictoad.co.uk/) has been adopted by many regional education authorities as a must read entry on secondary school reading lists
poised to make its long awaited debut in the USA, a must stop destination in
the country at the very heart of the addictive fast food/obesity epidemic debate.
According to author and food and drinks marketer, Ian Hills ‘for me it makes
perfect sense to export Toxic Toad to the country responsible for creepy
clowns baring burgers, the non-sensical support for ghastly gherkin slices
and Eric Schlosser’s absorbing Fast Food Nation. I believe it’s high time
someone provided a more palatable solution to the strict Jamie Oliver view of
fast food.’
According Purple Pilchard founder Ian, ‘the real purpose
of toxic toad was to use a full throttle children’s adventure and quirky English
humour to educate children and parents alike about the very real issues of
addictive mass-produced junk food without ever resorting to the overbearing
‘doom and gloom’ stance adopted by a growing gathering of publicity
hungry politicians and do-gooders’.
In Ian's opinion, 'there is nothing wrong with infrequent fast food binge on the strict proviso that we are talking occasional outings as opposed to habitual troughing.'
The Toxic Toadburger Conspiracy Is Available In The USA from 25th Sept 2007
In the UK the Toxic Toadburger Conspiracy (http://www.toxictoad.co.uk/) has been adopted by many regional education authorities as a must read entry on secondary school reading lists
Making An Exhibition Of Yourself
DON'T MAKE AN EXHIBITION OF YOURSELF
Strolling around The Speciality Food show (without doubt the best food producer's outing of the year) it struck me how badly informed so many of the exhibitors are and how few brands are genuinely geared for success.
First there are those brands that might look alright in Aunt Mildred's tea emporium but have as much chance of going further (poor packaging, dull literature and a ropey stand) as I have being asked to pass on my tennis wisdom to Andy Murray.
Then you find a selection of those, 'well past their sell by date' brands, who've simply been treading the boards for too long. They'd claim their all encompassing appeal makes them timeless, but in truth their time in the sun is up and hanging around the beach too long with a few half-hearted line extensions just leads to red faces all round.
Worst of all are those brands that have been hoodwinked by big agencies to spend too much money looking slick and polished and in so doing losing a large chunk of their soul. I could cry the number of times I've seen a tired frosty regime imposed on a once fun and free-thinking brand.
Unfortunately Foodie entrepreneurs often have too much on their plate which is why they they are often wooed by big insincere agencies.
The real strength of a feisty young brand is having the strength to do things their own way and the conviction to stick to their guns. At Purple Pilchard, an agency geared at the specific needs of personality-packed niche brands, we encourage small brands to be proud of their uniqueness and not to fall over backwards to follow the crowd.
Always check the client list of your chosen agency and if it only contains clients like Heinz, Unilever or McVities you know its time to finish your coffee and run.
Strolling around The Speciality Food show (without doubt the best food producer's outing of the year) it struck me how badly informed so many of the exhibitors are and how few brands are genuinely geared for success.
First there are those brands that might look alright in Aunt Mildred's tea emporium but have as much chance of going further (poor packaging, dull literature and a ropey stand) as I have being asked to pass on my tennis wisdom to Andy Murray.
Then you find a selection of those, 'well past their sell by date' brands, who've simply been treading the boards for too long. They'd claim their all encompassing appeal makes them timeless, but in truth their time in the sun is up and hanging around the beach too long with a few half-hearted line extensions just leads to red faces all round.
Worst of all are those brands that have been hoodwinked by big agencies to spend too much money looking slick and polished and in so doing losing a large chunk of their soul. I could cry the number of times I've seen a tired frosty regime imposed on a once fun and free-thinking brand.
Unfortunately Foodie entrepreneurs often have too much on their plate which is why they they are often wooed by big insincere agencies.
The real strength of a feisty young brand is having the strength to do things their own way and the conviction to stick to their guns. At Purple Pilchard, an agency geared at the specific needs of personality-packed niche brands, we encourage small brands to be proud of their uniqueness and not to fall over backwards to follow the crowd.
Always check the client list of your chosen agency and if it only contains clients like Heinz, Unilever or McVities you know its time to finish your coffee and run.
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