INDUSTRY NEWS ISSUE 272 February 2020 FEATURE


www.toolkitmag.co.uk


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BEFORE I stepped into the role of editor, I worked for a while as a marketer and social media manager for a company with a trade magazine of its own. If there was one lesson I learned there it is that personality is king.


With the rise of social media, huge brands and companies can now talk to their customers (existing and potential) immediately, for free and with no middlemen. While this can just mean free advertising, it is far more valuable in establishing a brand identity - a voice, a personality.


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Which is why I had to smile when I saw the promotional videos from Beaverscrews® hosted on their website. One of them is a very innuendo-heavy skit dripping with seaside postcard-style humour.


Immediately it not only ignites interest, it also establishes the kind of cheeky personality that social media marketing was simply built to take full advantage of.


EDITORIAL


VIEWPOINT by Richard Hollis, Editor


Obviously not every brand can have a saucy, Carry On-style voice in its marketing, but the lesson here is one of companies finding their voice. That’s what really makes them heard over all the rest.


As ever, I hope you enjoy our magazine, and don’t forget to take a moment to check out our website at www.toolkitmag.co.uk


4


Richard H.


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