At the first BMC of 2019, the East Midlands contingent gathered at Accelerate Places in Nottingham for an evening of good food, booze and lively discussion. The evening’s exchange was kicked off by OpenWrks head of marketing and event organiser David Coghlan, who opened with the question ‘are we experiencing purpose overload in marketing?’.

Dave’s enthusiastic intro referenced Bloom’s Brand Ladder and explored the notion of ‘What is the meaning of the brand in our life?’. Giving examples of the Pepsi’s brand disaster and Gillette’s recent attempt to join the #MeToo movement, heavily slated by Mark Ritson, Dave pointed out that both brands have tried to move up the brand ladder but  used a purpose at odds with their product and positioning and as a result lost customers.

Positive purpose

To keep things on a positive note, the one brand who seems to get hearts and minds right every time was praised. Nike. With the recent Colin Kaepernick campaign they nailed it by making a narrative that resonates with the core principles of their brand. It also spoke specifically to Nike’s target audience, so even while there was some outrage online with people burning Nike shoes, that was an acceptable risk with non-core customers and actually strengthened the relationship with their core audience, thus making complete commercial sense.
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Mark Saxby talks ‘humanising social media’ at East Midlands BMC

So, how can B2B marketers translate purpose and make it relevant in our marketing?

In a series of insightful presentations, brand and language strategist Ben Afia gave an educational and entertaining overview of how language reveals your truth, can unlock doors and make brands more human.  Mary Harmon  lead designer from OpenWrks shared design insights from start-up land and top tips for being human in design. To close the show, Mark Saxby, founder of Status Social rounded off with a warning about robotic social media and the pitfalls of posting for the sake of it.

Couldn’t make it to the event? Read the full write up to learn more about how not to communicate and adopting the language of the tribe.

Fancy coming along to the next BMC event? To join in the discussion about ‘Is B2B marketing boring?’ Sign up here.

The post The Rise of the Humans – Are we experiencing purpose overload? appeared first on Big Old House.

Donald Ward, Head of Technical & Recycling at Ward said:

“We’ve recently made significant investments across our business and now is the right time to really showcase our capabilities through a robust marketing, PR and social media strategy. We are keen to build a stronger presence as national waste, recycling and resource management experts in key sectors such as construction and demolition, as well as raising our profile regionally.

“We were initially introduced to Rachael at Big Old House by our digital agency Cite, on a copywriting basis. We were immediately impressed with her ideas, writing skills, ability to quickly understand the different aspects our business and relevant industry experience.”

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Specialists in metal recycling waste management Ward prevents over 90% of the rubbish it collects from ending up in landfill from its four recycling, waste and metal processing plants in the East Midlands.

Big Old House founder, Rachael van Oudheusden, added:

“Working with Ward is a real privilege and I’m really excited to be getting more involved in helping grow the business. Dealing with everything from metal recycling, office waste and skip hire to hazardous construction waste and land remediation, there is always something new to discover and a different story to tell at Ward. We’ve got plenty to go on to shape and deliver a trade and corporate PR and social media strategy, in tandem with other digital marketing activity delivered by Cite.”

An ISO accredited, fourth generation family-run business, established over 70 years ago, Ward now has an annual turnover of £120 million, employs over 300 people locally and runs a fleet of more than 80 modern vehicles.

For more information visit Ward Recycling www.ward.com.

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Delighted.

The irony that a word with such happy and positive connotations can create such negativity has not been lost, but if you look more closely, seriously, are you really delighted?

Let’s break it down:

No issue there.

Then let’s look at some of its synonyms:

very pleased, glad, happy, joyful, thrilled, overjoyed, ecstatic, euphoric, elated, blissful, enraptured, on cloud nine, walking on air, in seventh heaven, in transport of delight, jumping for joy, beside oneself with happiness, excited

Most (over) used in appointment releases, CEO statements, good news announcements – delighted crops up all over the business pages and on company websites, every single day.  But, imagine if you replaced ‘delighted’ with its alternatives in the following statements:

Company X CEO said: “I am in seventh heaven [delighted] about our new manager of widgets.”

MD of Local business Y, replied: “I am on cloud nine [delighted] about our new shed facility.”

Independent baker, of Bake Biscuits said: “I am beside myself with happiness [delighted] about our new range of cup cakes.”

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Instead, why not use your good news story or announcement to add a bit of personality and include a few key messages? Tell us how you really feel, show people what you really think.

It is ordinary people doing extraordinary things who run businesses. Real people with real emotions and genuine stories to tell. Readers can (and should) be able to relate to you.

Why not tell people it’s been a really tough slog over the last few years so it’s great that we’re in a position to be hiring again?  Share that you’ve had a fantastic period of growth, which exceeded your expectations. Empathise that the team can’t wait for another pair of hands to join them to share the workload, because they’ve all been running round like headless chickens for six months and are knackered!

‘Delighted’ in business to business communications is an overused phrase, which is lazy and repetitive (IMHO). If ‘delighted’ is truly the case, the world works in some very happy offices and every business decision is sending people into a euphoric state.

Big Old House has recently celebrated its first anniversary and while proper chuffed, happy and thrilled all spring to mind, so does relieved, grateful, lucky and phew!

Let’s be honest, it’s not quite that giddy in the real world and we could expand our vocabulary to give our content some real insight and make ‘delighted’ a state of mind we aspire to.

If you have a story to tell and need a hand doing it, we’d be as excited as a two year old at a birthday party about it if you dropped us a line.

The post Are you really delighted? appeared first on Big Old House.

According to the study by Ipsos Connect, titled “Facebook and Instagram: Motivations and Mindsets”, Instagram is a place where people look for insider perspectives and insights, giving them a window into a different world, while Facebook represents their real world, the people and perspectives they care about and want to discuss.

Facebook IQ Researcher Vicki Molina-Estolano, highlighted the main finding of the report was that Facebook better satisfies people’s need for empowerment, recognition and connection, while Instagram more strongly fulfils their desire for fun, relaxation and discovery.

“On Instagram, people follow celebrities, get DIY inspiration and are visually transported to new places – while on Facebook, the primary appeal is connecting with family and friends.”
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The report looked at types of content, different user demographics and how millennials are interacting with both social media platforms. It seems that from a marketing messaging point of view Facebook is where people are looking for fact based, opinion led, personal content and Instagram is where they go to escape and dream about the what if.

So craft your content carefully…keep Facebook ‘friends and family’ friendly and inspire and influence through Instagram….or drop us a line and we’ll help with your copywriting.

Source: “Facebook and Instagram: Motivations and Mindsets” by Ipsos Connect (Facebook-commissioned online survey of 7,809 people ages 18–64 in AU, BR, FR, JP, UK and US who use Facebook and/or Instagram at least weekly), May 2016. Among survey respondents, 5,642 use both Facebook and Instagram, 1,802 use Facebook only, and 365 use Instagram only. The study also included 120 qualitative participants. Data is on average across all markets and refer to people who use both feeds unless otherwise noted.

The post Posts vs Pictures: Facebook for friends and Instagram for inspiration appeared first on Big Old House.

Founded by local entrepreneur Rachael van Oudheusden, Big Old House provides senior level freelance PR and media strategy, marketing consultancy and copywriting to creative agencies wanting ad hoc support, as well as direct to business clients wanting external B2B or technical support and flexibility on fees.

Noticing that there was a shortage of Account Director level expertise across the East Midlands, Big Old House was created to meet demand from business and agencies needing an affordable service from a flexible, reliable and experienced source. It aims to provide a senior strategic resource that can quickly grasp a brief and can run with a project.

As a former business mentor for Business in the Community and on the back of a 20 year PR and marketing career, spanning Head of PR, Account Director, client management and copywriting roles, Big Old House founder Rachael van Oudheusden was eager to go it alone, but not quite ready to leave the agency buzz behind, so this option offered the best of both worlds for her own aspirations and for clients.

Asked why Big Old House was established, Rachael van Oudheusden, said: “I was keen to branch out on my own and saw an opportunity in the high number of creative and comms agencies that often need additional technical copywriting skills. Also, many agencies struggle with recruiting senior level team members, so can find themselves with a temporary shortage of strategic knowledge and support whilst finding the right candidate. There seems to be a particular shortage of candidates with B2B or technical experience, including building and construction, manufacturing, leisure and public interest campaigns, so that’s where Big Old House can fill a gap.”
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“Plus, many small businesses want external marketing support, but don’t have the budget for big agency fees; that’s what people will get from Big Old House – someone that really gets it and can deliver results against commercial objectives, but without the commitment of permanent new hires or big agency budgets.”

On the choice of name for her new venture, she added: “Why Big Old House? Well it’s the meaning behind my surname (sort of). Plus, it’s what my hard work goes into and where we’re based. Plus, experience has shown that van Oudheusden is just too hard for people to say or spell!”

For more information on Big Old House visit: www.bigoldhouse.com

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