Creative Industries
“Marketing today is not just an art but also a science…”
Newly relocated to Birmingham, Velvet Marketing opened its doors in July 2016. It’s proud to service large and small clients in the hospitality, medical, real estate and charity sectors, with clients spanning from the UK to the Middle East.
Sam Ammar answers some key questions on the marketing industry. How did it all start, and where is it going?
Velvet Marketing is a company that delivers marketing solutions to clients after extensive research of their micro-operating circumstances and the wider macro environment. Subsequent to the marketing audit, clients are presented with a set of costed recommendations.
Can clients just take the recommendations and execute themselves?
Absolutely in theory, because the audit document is very clear. In practice though some of the recommendations are likely to require more specialised skills.
Which aspects are tough for business owners and managers?
Well a couple of decades ago, marketing was all about creativity and return on investment was somewhat elusive. Today marketing is a science and an art - and getting all the elements right requires various sets of skills. So, a client can manage certain aspects of marketing, especially those associated with CRM, but, for example, google ads, SEO, website development, and consistent content production requires skills that are normally obtained through companies like Velvet Marketing.
Some business owners carry out google ads themselves…
This is true, but unless you do google ads through a manual setting and monitor hundreds of keywords on a daily basis, your quality score is diminished, and you can end up paying an exponentially large amount of money for each click, leaving you disheartened with the whole process.
Is there still space for traditional methods of marketing?
Yes definitely, and I’ll give you an example; I have a dentist across the road who I am very happy with. When my daughter came back with a goody bag from a dentist that visited the school, and it had a flyer stating 24-hours-a-day emergency appointments, kept the flyer and stuck it on the fridge, because they very directly offered a service that I may require. Now the question is, does this flyer have a phone number with tracking? If it doesn’t, then the dentist who came to the school to speak to the children and spent money on the goody bags will be unable to evaluate the ROI.
Sponsorships, billboards, newspapers, magazines, cinema, etc. offer brand contact, which is extremely valuable, but it’s the way we measure them that can make a case for a channel to be used.
Having said that, re-marketing on social media and all online marketing is so easy to measure, and therefore it creates a sense of achievement, which is why many businesses have opted to abandon traditional methods totally. This, of course, means the field in the traditional space may be a lot less congested and the level of noise has decreased; hence it’s imperative to evaluate each and every channel before embarking on a marketing strategy.
What would be your advice to businesses who are not sure which channels to spend money on?
At Velvet Marketing, this confusion is exactly why we always start with a marketing audit that advises businesses clearly which channels are most valuable for their business. I would advise them to undertake extensive research before allocating the marketing budget.
What is the plan for 2020 at Velvet Marketing?
Expanding the client portfolio locally in Birmingham and also in the Arabian Gulf, where we already have some work and where we have been successful marketing UK business.
Feature
T: 0121 231 7076 E:
info@velvetmarketing.co.uk W:
velvetmarketing.co.uk
March 2020 CHAMBERLINK 67
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