Calling all small businesses, charities and local organisations, Ogilvy Idea Shop returns this June to provide more smart ideas to help you.
The nice people at Marketing Week Live will be hosting us again at Olympia on 26th & 27th June.
This year we are also offering a special Persuasive Ideas workshop which will allow you to generate effective ideas that are informed by one of the world’s most influential Persuasion Psychologists, Dr. Robert Cialdini. Hosted by some of Ogilvy’s Behaviour Change experts, you’ll learn how recent advances in the social sciences can help sharpen your persuasive skills by understanding which subliminal cues really affect people’s behaviour.
Marketing Week Live is free to attend and everybody is welcome. To apply for your free ideas
session or our Persuasive Ideas workshop, register here.
Back by popular demand, Ogilvy Healthworld host further brainstorming sessions in local pop-up shop to get community and commerce fighting fit and healthy
Ogilvy Healthworld is once again opening an idea pop-up shop to offer free marketing and communications advice to health-related enterprises in London. Following the success of the inaugural event in 2012, the Ogilvy Healthworld Idea Shop will be manned by the agency’s advertising, PR, digital, medical education, consulting and market access experts who are keen to give something back to the local community by doing what they do best – generating ideas.
Last year the Ogilvy Healthworld Idea Shop provided over 120 hours of free expert healthcare communication advice to 20 local health-related entrepreneurs, small businesses and charities. Over 40 of the agency’s top minds volunteered their time over a two-day period to collaborate with organisations including Terrance Higgins Trust, Rethink Mental Illness and Meningitis Trust.
The feedback from previous participants has been overwhelmingly positive. “The staff members were brilliant and the ideas they came up with were amazing.” said Jane McGrath, mental health activist and founder of social enterprise, Blossom. “I was a little skeptical that they wouldn’t ‘get’ my project but they did – you could almost hear their brains clunking.”
Ogilvy Healthworld is encouraging more health-related enterprises to get involved and applications for the 2013 Idea Shop are now open. The two-day event will take place on 3rd-4th April at 205 Kings Road, SW3 5ED in a bid to get the local community and commerce fighting fit and healthy. Local health-related small businesses, charities and initiatives are invited to register their interest in a free 90 minute idea-thon to address their communications challenges and needs.
So how does it work? To ensure we can give the best ideas, applications must be made in advance and can be submitted here. We will then invite selected applicants to a free brainstorming session at the pop-up shop in Central London.
“Last year’s Idea Shop was a great success for everyone involved,” said Matt de Gruchy, Ogilvy Healthworld UK CEO. “The event gave us a chance to give something back to our local community and as a company we were thrilled to see some of our ideas put into practice. We are eagerly anticipating the opportunity to collaborate with more health-related entrepreneurs, small businesses and charities.”
Fusion Health Solutions is a growing network of therapists led by Jamie McCormack, a performance recovery specialist who aims to help people with and without disabilities to improve their health and wellbeing.
Jamie’s health and wellbeing philosophy and therapies are a fusion of Eastern and Western styles, which Jamie has followed himself in his recovery from a serious accident.
Fusion Health Services currently offers a mixture of consulting and therapy services, with the ambition to gain funding for a centre that combines the best of a private training studio, therapy centre, drop in (support) and training academy, to get more people with disabilities and from ethnic minorities into the health and wellbeing profession.
The next key promotional activity this summer will be a ‘know your numbers’ pop-up shop in a Croydon shopping centre, offering people the chance to have indicators such as blood pressure measured and discussed with a therapist. Over several days, the pop-up shop will focus in turn on critical health topics such as spinal injury or heart disease.
Clients with or without disabilities can burn out at any time – Jamie asks clients to remember they are potentially 3 months away from a new health problem, which can then potentially have serious financial consequences as well. The focus is therefore on prevention, through simple achieveable changes such correct posture in office furniture, exercise as part of everyday lifestyle, and recovery techniques learned from professional sport.
The philosophy is not one of work-life balance but of work-life integration. Where someone may only be able to work for two hours in a week, Fusion Health Solutions will look to find the skill that person has which can be successfully marketed to the right customer.
Activities should be things that people can do without costing money – if you can’t do it without weights, you shouldn’t do it.
Key target areas are depression, obesity and diabetes, conditions related to stress, with which patients may suffer long term pain and multiple relapses before they are given access to relevant health programme. Fusion Health Solutions plans to develop management pathways in conjunction with healthcare providers so that medical treatment, therapy and lifestyle mentoring can be planned and provided synergistically.
Work on these pathways and other activities will initially start at a local level. Once a standard is set, Fusion Health Solutions will provide a toolkit through its network of associated therapists so that the pathways can be applied globally.
The pop-up shop in Croydon will be in an area to be featured in Mary Portas’ TV series, and will have a large number of potential clients. Local media should be invited, in particular newspapers, radio stations, and a contact in the Irish Post newspaper.
From the pop-up shop, clients will be referred for therapy and/or medical attention, signposted towards local activity groups suited to them and then followed up, providing an evidence base that Fusion Health Solutions can then use.
Lee and Kelaine (7digital) came to the ideas shop to discuss how to raise awareness about 7digital a digital content provider with a global reach. 7digital has an impressive and expansive music catalogue of nineteen million music tracks and one million eBooks. However, historically 7digital mainly catered for big business rather than the individual music lover that is where Ogilvy came in…
Whilst talking to 7digital it became clear that although not well-known, 7digital are a giant amongst their industry. Which raised the question, what makes 7digital unique amongst an already crowded and well-established market? Well, unlike digital music providers such as Itunes and Spotify Lee informed us that 7digital operates on a cloud based storage system which means that users can listen and download their music anywhere, anytime onto multiple platforms. In addition, unlike providers such as Itunes and Spotify 7digital have the luxury of being able to provide tracks from artists such as Led Zeppelin and the Beatles.
There were a number of ideas discussed at the ideas shop, from partnering with a coffee shop such as Costa to raising the profile of the companies CEO. A number of key themes arose – the importance of educating the public on how to download and store digital music files and raising the profile of the company by appearing at and sponsoring music events.
Post by: Laura Harrington, Jordi Connor, Ella Tomlin Kedge
Caspari is an independant charity providing educational psychotherapy to children and young people at risk of exclusion because of behavioural difficulties – usually caused by trauma in their lives such as abuse, neglect, substance abuse or bereavement.
The cost per year to provide educational psychoptherapy for one child is huge and the waitinglist of children is growing. Caspari came to the Ogilvy Idea Shop with the objective of generating ideas around raising its profile and attracting funding.
1. Define the Caspari story
In order for Caspari to raise its profile and subsequently attract funding the brand story needs to be defined – its reason for being and the value it provides for Children (ie. if Changing lives and securing futures – a clear positive message about future / opportunity / change for children).
Once defined all comms should ultimately stem from this overarching brand story (with a distinctive Caspari look and feel).
2 .Determine different audiences and target accordingly
Break down prospects and tailor the message for each according to what you want the audience to do as a result of that communication (ensure consistency of overarching brand story)
Focus on prospects with the most return. So rather than targeting 100 people to do a fun-run for £100 target a corporate company or wealthy individual based locally to the charity. Canary Wharf is close by and full of large corporations that could be researched / approached.
Relate the messaging to prospects. Make the connection between the charity’s goals and the company targeted and how it might benefit them to support Caspari – ie future / opportunity would align with a brand like Nike who embark on campaigns such as Write the future
When selling-in to prospects keep it short and use real stories and images rather than lengthy / wordy presentations.
Include real success stories of children and the direct affect Caspari has had on their lives – prospects will be more likely to remember the brand if they ‘feel’ something.
3. Consider reciprocity
In order to encourage funding consider the feeling of reciprocity. Getting something back ie. the promise that by donating ‘X’ a child will have psychotherapy for ‘X’ amount of time or a thank you note from a child who has benefited from Caspari willhelp persuade people to donate. This promise will also help build brand loyalty.
4. Find an ambassador
We’re all heavily influenced by who delivers us the information we receive – find an ambassador who can embody the brand and spread the Caspari story from a position of influence
Someone who is local to the charity or who has experienced some of the difficulty that Caspari helps children work through
Possible option: an east London musician or sportsman.
5. Showcase the output
The art work that the children produce at the start of psychoanalytical treatment is dark and disturbing rather than a picture that you might expect from a child. Host a pop-up gallery in a gallery in the east London or a vacant store and showcase the children’s art. Publicise locally, invite local politicians, artists, community stakeholders, potential donators and the brand ambassador.
Richard and Rosamund Vaughan of Huntsham Court Farm came to Ogilvy with the mission of increasing their profile amongst their potential customers. They particularly wanted to increase the number of restaurants to which they supply their meat.
Huntsham Court Farm already has a range of marketing materials that are used with restaurants and chefs. We suggested updating these materials to improve the messaging to ensure the focus is kept on the quality of the meats and isn’t diluted with other messages. We also looked at how an increase in engagement to establish relationships with potential customers would also be beneficial, which could be achieved through the currently active Twitter feed or through newsletters or blogging.
Huntsham meats have already won several awards for the quality of their meat and we encouraged additional leverage of these in the marketing collateral and on the website. This also applies to the numerous endorsements from restaurants, chefs and individuals the company has received which can be optimised more effectively.
Huntsham has already received significant attention from media outlets, from the Financial Times through to Heston Blumenthal’s TV programmes. These have proven to have some success but could have performed better. We suggested focusing on trade publications and upper end lifestyle magazines in order to reach a more selective and targeted audience. We looked into how Richard and the farm itself could create hooks simply by inviting journalists and bloggers to experience a day on the farm and to sample the produce.
Utilise endorsements and awards more effectively
Update marketing materials focusing on key messaging
Execute more targeted media outreach
Consider a newsletter or blogging and continue twitter activity to increase engagement
Branch out into other cuisines to maximum the customer base
Ali Kedge came to the ideas shop to brainstorm on how best to raise the profile of her business ‘Warmahorn’ on a limited budget. Although brass is often associated with traditional, mundane, old fashioned brass bands Ali, whose background is in costume design, aims to challenge these perceptions by bringing colour, customisation and fun to brass instruments.
While talking to Ali it became clear that Warmahorn’s practical, neoprene accessories were more than just eye-catching gimmicks. Brass musicians themselves had commented on the value of protecting their ‘babies’ from the evitable war wounds associated with life on the road. In addition, the neoprene covers kept their brass instruments warm and enhanced sound quality.
After reviewing Warmahorn’s website it also became clear that Ali had already invested an incredible amount of money, time and effort in creating a ‘Warmahorn storm’ in the musical world. Not only had Ali appeared on programmes such as Dragon’s Den but she had already been endorsed by artists such as Brian Newman (Lady Gaga’s trumpet player) and the Hypnotic Brass Ensemble.
There were many ideas discussed, from suspending trumpets sporting Warmahorn covers from wires hanging from the ceiling of an exhibition stand to giving Warmahorn covers to competition winners at the prestigious Guĉa brass music festival. Given the fact that one of Warmahorn’s key markets is young, amateur brass players the importance of building and maintaining a digital presence through blogs, utube and facebook was also discussed.
Ultimately a number of key themes arose – the importance of creating spokes people and advocates beyond the niche world of brass, the necessity of identifying a product position, image, personality and a snappy one-liner core claim and the assembly of a take away promotional pack which could be produced on request or sent to those ‘difficult to reach’ artists.
Seeking expertise from Ogilvy, Grace & Flava specialise in creating quality gifts and home ware for a London focused customer, working with high profile tourist destinations such as V&A, Museum of London and Abbey Road Studios. Looking to launch a new product line with an acerbic, historical and political take on elements of the capital, Grace & Flava aim to cut through the crowded marketplace with impact. ‘London nick-knackery for the anti-tourist’ encapsulates the tonality of the new product range; it was Ogilvy’s task to consider the most effective ways to raise awareness without a marketing budget.
With the new range of products possessing such a different tone of voice, we explored the best way to position the brand. It was concluded that a fun and witty new brand identity would be essential; a sister company to Grace & Flava which relates more to the new range.
To generate awareness of the interesting ‘nick-knackery’ of products, social media would be a powerful tool to create a narrative focusing on the story behind each product, nationally. This could create a buzz around the new range. By using Facebook, Twitter and a dedicated blog, a story can be told, creating a community and a chance to be spotted by journalists. To create further community at a local London level, it was thought that creating pop up stalls at key London markets would help establish the brand and products. By excuting both an online and pop up store, awareness can be generated effectively lower overhead costs.
The target audience are tastemakers who are socially conscious and culturally informed. Using high profile celebrities has the potential to gain exposure in press, increasing awareness. It was recommended that select pieces from the range should be distributed to iconic, high profile Londoners in the hope that they will endorse the product, allowing the potential for exposure in trans-media.
Identity – Create a new brand identity, seperate from Grace & Flava highlighting the new product range and tonality.
Social media – Leverage social media to create a narrative and generate PR.
Production – Focus on reducing current production timings to react to demand quickly.
Contacts – Use existing industry contacts to trial products in store as well as approaching market traders in high traffic areas of London.
Reciprocation - Send products to high profile Londoners who reflect the target audience.
Distribution – Create a dedicated online store, pop up shop and markets stalls to raise awareness and sales.