Category Archives: News

Project complete – Link and Upton Business Centres case study

The brief: Link and Upton Business Centres approached Bees Knees requesting an overview of their marketing strategy in late 2019.

The solution: It was evident from the outset that this client’s brand and website was very outdated. This was in contravention with the fact that they were a successful business with two popular business centres which were fully occupied with commercial tenants. Bees Knees steered them through a marketing review and a subsequent rebrand – in partnership with design partner Sleep Create Repeat. This was then followed by the successful launch of a new website followed by a brand new newsletter. The results have been transformational for the company which is now generating enquiries from its website for the first time.

Cheltenham Borough Council – a case study

The brief: We were delighted to support Cheltenham Borough Council recently with their Corporate Plan which has now been published . The brief was to create a summary that highlighted the most important elements of the Council’s 5 key priorities and do so in accessible language.

The Bees Knees solution: The summary of the plan covers all the key points of the Council’s vision for 2023-2027. It sets out the Council’s priorities and future ambition for Cheltenham which is to ensure that everyone who lives and works in the town can equally share the benefits of its success. At the suggestion of Bees Knees, the summary also includes a list of the other objectives the Council wishes to achieve in the next 5 years. Why is this executive summary so important? It is unlikely that all the 60,000 recipients of the 20 page plan will read it through in detail. So this summary plays a major role in helping the Council outline its plans to shape the future for Cheltenham’s residents and communities over the next 5 years.

CIPR Qualified

We are very proud to announce that Rosie Hamilton, our Managing Director has been awarded the Chartered Institute of Public Relations Professional Practice Diploma. This is a Masters’ Level qualification which covers advanced understanding of professional practice, including PR strategy and planning, content management, media and engagement, measurement and evaluation, and PR leadership.

Content writing for a global provider of transport solutions

The brief:

We were approached by a global provider of transport solutions to provide support with content writing This well-known brand required a range of articles to showcase the financial products they offer to their customers.

The Bees Knees solution:

We wrote a variety of articles covering a wide range of financial topics including insurance, cashflow, the and the annual investment allowance. Other pieces highlighted the company’s support for charities, their annual customer survey results and interviews/profile pieces with staff right across the financial services division.

The result:

The client was delighted with the articles that were written as this enabled them to share their expertise across their social media channels

How to write copy that sells

During a recent meeting with a client I was reviewing some of their marketing literature. They were already aware that their leaflets weren’t working i.e. not  having the desired effect on their target audience. So I started asking them some questions:

  • Who is your target audience?
  • Where are they/how old are they/which other brands are they engaging with?
  • What is your call to action?
  • What are the 5 key points you’re trying to get across?
  • Are the pictures you are using appropriate for your target audience?
  • What’s your distribution strategy for these leaflets?

As it turned out the this client’s previous marketing agency hadn’t asked them any of these questions which is why, 3 years later, they were having to rewrite them all over again. Whether it’s for newsletters, direct mail campaigns, leaflets, brochures, social media content, blogs, case studies, annual reports you need to think about these key marketing objectives before you start writing. It does seem to me also that many companies both large and small write copy that’s all ‘me, me, me’. This is what I do, sell, produce, make, provide. The most successful brands turn the whole situation around and make it all about the customer and manage to do so in a funny and entertaining way that engages the audience from the get-go. Brands such as Ben & Jerry’s, Pret and Innocent are prime examples.

If you would like to chat about how Bees Knees Marketing can help with your copywriting and marketing communications please give us a call on 0777 9299860

 

 

 

Why copywriters need to be good listeners

What makes a good copywriter? Being able to write well is the obvious answer to the question but beyond that, having good listening skills would definitely be at the top of my list.

Ultimately, whether you’re writing copy for an article, case study, blog, advert or website, any copywriter worth their salt needs to start by asking the right questions. Questions such as ‘Who’s the target audience?’ ‘What makes your company different?’ ‘What’s your tone of voice?’ First person or third person? ‘Do you use humour as part of your brand?’ (Who can forget KFC’s brilliant FCK response to the chicken crisis, courtesy of advertising agency Mother?)

Another favourite question of mine is ‘What’s the call to action? If it’s an advert and you want the respondent to call a number, have the reception team been briefed? Do they have a call script? Are they recording the number of enquiries/sales? If you want people to go to your website, is there a specific URL for this project? Or a dedicated area of your website? Are you set up with Google Analytics so you can measure traffic/ecommerce? You would be amazed how many companies get this so wrong and yet it’s a key part of the campaign metrics!

I’ve found from experience that the answers to these questions form a really useful framework for the project, save time and significantly reduce the chances of the client wanting to make major changes to the copy.

On the importance of proof-reading

This week I was proof-reading some terms and conditions for a client and I came across something that made no sense at all. It referred to a set of clauses which were non-existent within the document and I was really confused. The client hadn’t spotted it and asked if I thought it was important? My response: ‘Yes I think it’s important to clarify this because if the customer reneges on the contract and extricates themselves because of that particular point you’ll be kicking yourself.’ So it went back to the lawyer and lo and behold, they had left something out of the terms and conditions.

To be clear, proof-reading is just one of the services I provide, along with PR, copywriting and digital marketing, but when a client asks you to edit and tidy up document before they send it out, it makes sense to read it through carefully. Hopefully I’ve saved them a lot of hassle and money!