Surf Bay Leisure held a fantastic open weekend with amazing offers on new and pre-owned caravans and lodges. Bouncy castles and bar-b-q’s were laid on for all the visitors and the show was a resounding success; down in no small part to the extensive regional promotion co-ordinated by ourselves. Complementing the campaign in regional press, we organised a radio campaign with Heart FM which attracted visitors from far and wide.

Having undergone a complete renovation, the magnificent Pier House has opened its doors to high acclaim. Perched on the cliff top in Westward Ho!, offering stunning views of the bay, the Pier House is attracting many admirers, not only for the décor and location but of equal importance the quality of the menu and bar. We were delighted to be appointed to undertake the design and build of their new website, designed to accurately reflect the quality and ambience that visitors can expect.

See the new site here

Once again the Mobility Roadshow has been heralded a huge success by visitors and exhibitors alike. Held from 30th June to 2nd July at the East of England Showground, Peterborough for the second consecutive year, there is no doubt that it has become a fixed calendar event for thousands seeking mobility solutions. This is the third successive show Inventive Marketing has managed the media planning and buying for and each has attracted record visitor numbers. In addition to the more usual media, this year we decided upon a different approach in which to target the local audience, TV advertising. We planned, bought and managed the production of a seven day campaign on ITV Anglia and the feedback has been extremely positive. TV need not be as expensive as many believe. For a no obligation chat as to how TV advertising can benefit your business, why not give us a call.

We have recently helped to launch PTG Tours’ new "UK Weekends by Special Train" product. Already a leading provider of overseas rail tours, PTG have now also set their sights on the UK tourism market with a product aimed at setting a new high standard of UK rail tour. Departure will be at a sensible time, plenty of time in the destination, high quality rolling stock with at table seating, on-train dining and good hotels. Itineraries for 2011 include tours to Edinburgh and also North Wales. We planned regional press campaigns targeting the pick-up locations with eye-catching creative designed to introduce the brand, the concept and more importantly, generate response.

See the North Wales Trip Advert

See the Edinburgh Trip Advert

Marketing Week recently ran the following article confirming the trend we have found with our SME clients that diversifying their marketing mix can pay dividends.

Small and medium-sized enterprises are bucking the austerity trend and investing an increasing amount of cash in a wide range of marketing activity, according to research seen exclusively by Marketing Week.

 Many small to medium-sized businesses (SMEs) are improving their chances of survival in these testing economic times by increasing their overall use of marketing channels, according to research commissioned by SME marketing specialists B2 Group.

The survey, which was carried out by fast.MAP in May 2010, demonstrates a good level of business confidence among SMEs. Many are exploring different marketing methods in a bid to boost business, with 44.2% using web advertising as part of their marketing activity, according to the fourth wave of the monthly tracking study exploring SME attitudes. However, other online and offline channels are also proving popular with outbound email being used by 38.2% of SMEs surveyed.

The businesses are developing sophisticated integrated strategies, says Paul Seabrook director at fast.MAP. “It’s not just about ticking a few boxes – ‘we’ve got a good website, we send out lots of emails every month’. They’re thinking more strategically about where else they need to grow, how to increase their networking and their level of competitor intelligence.”

 As a result, the use of conferences and exhibitions as a marketing tool has increased the most when compared to other promotional methods, with 29.7% of respondents saying they use conferences and exhibitions, an increase of 7.4% since the tracking study launched in February. The popularity of PR has also increased by 7.2%, with 16.9% of SMEs using this service. Customer acquisition DM has also increased by 4.9% to 25.7%.

 These marketing disciplines have all increased ahead of web advertising, showing that despite the mounting popularity of online channels, traditional platforms remain extremely relevant for this sector.

 “It’s about getting competitive advantage,” says Seabrook. “SMEs know that their competitors are likely to have a very good website and run outbound email campaigns, so you’ve got to be looking at what will differentiate you. It’s relatively easy for small businesses to get good presence on the web and on digital channels, so SMEs are probably a bit limited as to how they can grow that.”

 Direct mail, for example, now gets very good cut-through, adds Seabrook. “It is more expensive to use than digital channels, but you are likely to achieve greater stand-out than email because fewer people are using DM.”

 Although SMEs are keen to take advantage of the communication mix available and understand the benefits of an integrated approach, there are some channels that have decreased in popularity, most notably those related to print media.

 The use of directories among the SMEs polled has decreased by 4% since February to 28.5%, for example. “Offline directories are facing a hard time because business people searching for services are generally going to look online. People may be thinking that they can make their budgets work harder in the digital channels,” says Seabrook.

 Search was the only non-print media channel to decrease in popularity going from 16.8% in February to 13.3% in May, a decline of 3.5%.

 Seabrook notes: “Search has done exceptionally well, so the decrease may be down to SMEs being reluctant to over-rely on search. They may want to make sure that they have other channels supporting search.”

 Looking to the future, web advertising is by far the most popular with 40.4% of SMEs surveyed expecting to increase their spend in this channel. Similarly, 25.2% expect to spend more on outbound email in the months ahead, 16.6% on DM, 15.2% on conferences and exhibitions and 13.9% on pay per click.

 “The SME community is a very hard working and time-pressured group, but it is still thinking strategically about what’s right for their business,” says Seabrook. “There’s an appetite to learn and SMEs want to make sure they are not missing out on the increase in market demand that should be coming through as we come out of recession.”

 Although the economic climate has yet to stabilise, SMEs believe that investing in marketing will secure their future, argues Andrew Colwell, marketing director at B2 Group. “Because a lot of people have been battening down the hatches for such a long time, it’s a very positive statement that SMEs are looking to increase spend on going out and winning new business,” he says.

 “A real eye-opener on a new world of possibilities,” volunteered Mrs Anna Laver who travelled with her husband from Southend-on-Sea to this year’s Mobility Roadshow that took place at the East of England Showground, Peterborough last week (1st 2nd and 3rd July).

British motor racing legend, Sir Stirling Moss, officially opened the show, meeting visitors and exhibitors on his exhibition tour. "I was amazed and pleased at the amount of options available to disabled people in finding their personal transport,” he said. “Investment in mobility innovation is vital to enable disabled and older people to maintain an independent lifestyle and by so doing is crucial to the general wellbeing of this nation. “That is why the Mobility Roadshow is vitally important, bringing together a wealth of products and information.”

Other guests over the three days included Alastair Hignell, former English Rugby Union international, county cricketer and broadcaster; Ade Adepitan, sports athlete and TV presenter and disabled actor David Proud of Desperados and EastEnders fame.

New Products

On the launch pad were 10 new Wheelchair Accessible Vehicles (WAV) - including new small vehicle options - reflecting a mobility motoring market that is buoyant and optimistic. There were new restraint systems, ramps, innovatory wheelchairs, scooters and bikes as well as accessories and products for independent living at home.

The Roadshow opened with the largest number of advanced test drive registrations to date and a choice of over 50 vehicles on the test drive track. Adaptation and conversion specialists reported keen interest from visitors exploring an ever widening range of options.

In the wheelchair and scooter sector lightness and portability led new developments in ‘classic’ models and advanced engineering techniques were evident in several new high performance sports chairs being shown for the first time.

Cyclefest

Cyclefest, new this year, was hugely popular, especially on Saturday ‘family day’ when school was ‘out’. The focus here was on special needs cycling options from tiny trikes to companion, passenger, tandem and wheelchair cycling, with specialist advice and assessment available to assist visitor choice. New products announced included a new mountain bike for wheelchair users. “We are absolutely amazed at the range and advice available,” said Joanne Connelly, who had travelled from Huddersfield with son James (11) who was elated to be trying out a handcycle, the first time he had been able to ride a bike.

Expert Advice

All the seminars were well attended with subjects that included choosing a WAV, finding the scooter or electric wheelchair that suits you, Blue Badge issues, what to expect from a driving assessment, the new wheelchair passport, air passengers’ rights and driving in older age.

Children and Young People

Among the new products for young people were wheelchairs that adapt to fit as a child grows. New this year was Sensory Corner, a therapeutic sensory room and soft play area that is fun, stimulating and safe for children with special needs. The daily wheelchair skills sessions with tips delivered in a fun way to give confidence to young users, especially those using a chair for the first time, were voted a great idea by parents and young alike.

14 year old’s bright idea

Saturday was National Young Disabled Persons’ Day, celebrated with the announcement of the winners of the Roadshow’s sixth national Ready Willing & Mobile Competition that calls for bright ideas from school children to help young disabled people. 14 year old Holly Moggridge, a student at Sacred Heart of Mary Girls’ School in Upminster was announced the outright winner, having won the 12 to 16 year age category.

Her winning entry was an IPod hearing aid device designed to eliminate the embarrassment felt by many deaf or partially deaf children who have to wear a traditional hearing aid.

The runner-up was 11 year old Morgan Coy, a pupil at Perry Hall Primary School in Bromley and winner of the 7 to 11 age category. Morgan inspired the judges with her creative ‘Crawling Caterpillars’ entry, a fun adventure trail designed to help young disabled wheelchair users to enjoy all the activities of a trail, together with their non-disabled friends.

Fun and Games

The wider selection of sports to try this year offered the opportunity to join in, gain fitness advice and contacts for getting involved when visitors returned home. The action included wheelchair rugby and rugby league, basketball, sledge hockey and wheelchair dancing and on Saturday the popular Red Wheelies scooter formation team members demonstrated why they are increasingly in demand nationwide. With go-karts, 4x4 experience, climbing wall, laser clays, archery and more - many agreed this year’s Mobility Roadshow was a great day out for all the family.

Scotland Next

In September the Mobility Roadshow moves to The Royal Highland Centre near Edinburgh Airport on 17th and 18th September. The date and venue for the Mobility Roadshow 2011 will follow in the next few weeks.

The first Sustainable Development Award in Cornwall - Thu 1 Jul 2010

The new website is now up. 

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