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What we can do for you - the specifics

Get your targeting right

  • There’s no such thing as ‘people’ to a marketing man – there are distinct groups who all want something different. Choose the right target and you’ll succeed – choose the wrong one and you’ll have a slim order book.

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Work out what they want

  • Needs and usage’s – get these right, and you can start to  work out how to give them what they want. ‘Build a better mousetrap and the world will beat a path to your door’ – well, they will if they’ve got a problem with mice.

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Price

  • Of all the things in the marketing world, price is most difficult. The original Mini was a world beater, wasn’t it? Pop and film idols were seen driving them, it sold in huge numbers and the design became a template for most cars of the next 40 years. But unfortunately every sale made a loss – because it was priced too low. The costs of production weren’t met by the sales revenue – which is a real shame, as the car was so unusual and so good that it would still have sold at a higher price.
  • Set your price too high, and you won’t sell because the value for money will seem poor.
  • Set your price too low, and the promise you make about your product won’t appear credible.

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Get your products right

  • Product design – what price should it be? How big? What flavours? What packaging?
  • How many products should I have? – not enough, and there’s not enough choice, but too many and costs get out of control
  • New or traditional? – it depends. Depends on who you are targeting.
  • Sustainability, environmental and welfare issues – it’s important to get these designed into your products at the right level. Not all consumers attach the same importance to the same features – so they will be prepared to pay different amounts accordingly. So you need to think this through before you price your products - else they won’t sell or you won’t make any profit.

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Packaging design

  • This isn’t just about pretty pictures. Physical format is just as important. Packaging does many jobs, but the most important one is to protect the product inside.
  • It’s free advertising – imagine a form of advertising that got right into the homes of the customers you’re trying to get to buy your product, and that’s free! Well, that’s packaging. You have to provide it to get the product to them, so any words or images you put on it are buckshee. So make the most of it. It’s your chance to talk to your customers just when they’re most involved with your products.
  • Environmental issues – your choice of packaging is part of your message. For example, people who want to buy organic produce are more likely to be concerned about sustainability in general – so they will appreciate use of recycled / recyclable materials. And they won’t appreciate over-packaging, however proud you are of your design.
  • Printers – unsung heroes, these people actually bring your cherished designs into the world. They know about the effect the number of colours has on cost and quality, they can tell you the marginal cost of an extra thousand copies – so if you’re confident you can manage all this, fine. If not, Ogilvie Marketing will make sure that designers, printers and you are involved in one seamless project, giving you the final result you want at a cost you can afford.

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Communications

  • Ask most people what they think marketing is and they reply ‘advertising’ – well, it’s not. It’s about making the right people want to buy. And they can’t buy something if they don’t know about it. You can either wait for them to randomly find you – or you can seek them out and tell them what your bright idea is. And do this in a way that makes them want to buy it. This is what communications is all about. It doesn’t just mean advertising – although it might do. It means working out how you can deliver a message with the money you’ve got available. It’s that simple.

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Where to sell

  • Selling used to be easy – now it’s a bit more complicated. Farmers markets, the internet, mail order – each of these sales ‘channels’ could be for you. Or it  might not. To decide, you have to think through where you stand the best chance of finding shoppers who want to buy your kind of product, and then hooking them.

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Finding specialists

  • If you want a packaging designer, you can look on the internet or in a directory – but how do you know who to pick? You can waste a lot of time and make mistakes by doing this.
    We already know who to go to. We have contacts with specialists who are expert in their field – just as you are in yours. We know how to brief them and how to work with them to get an efficient result that will be right first time – because we will have worked with you to decide what you need before the job is briefed out.

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Presentations

  • All you need is a PC, a copy of Power point and off you go – it’s easy, isn’t it? Well, no it’s not – putting together a presentation that puts over all you want to say, in an easily understood, motivating and memorable way is far from easy. You can get lost in a welter of animation, fonts, backgrounds – and end up with something that is difficult to take in.
  • We can work with you to put together presentations that will sell you and what you have to offer. We can help you rehearse and perfect your delivery. If you like, we can come along and help you make the presentation.

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Branding

  • Strange that this comes at the end of the list, isn’t it? Isn’t branding supposed to be what marketing’s all about? But all a brand means is space in people’s heads. If you can get them to keep a few brain cells to one side that have a memory of you or your product, then that’s a brand. If you get everything else right, you stand a good chance of building a brand.

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