Welcome to our new client SELECT the trade association for the electrical contracting industry in Scotland as they have appointed Evolution Design® to create 3 radio commercials to support their new safety campaign. Often business opportunities arise with new legislation and that is the case in the Electrical industry which SELECT represent. On 1st December 2016 new legislation for Landlord in Scotland is legally enforceable. The law has been strengthened so that as well as portable electrical appliances needing tested (PAT testing) the actual electrical system itself needs to be checked with a Electrical Installation Condition Report (EICR) once every 5 years and SELECT member firms are authorised to certify Landlords properties.
When you have a topical story to tell or a hard deadline to achieve then radio can be a great medium for you. Using local radio can deliver rapid geographic coverage at low costs and if backed up by a website can generate sales leads for you, on top of the boost in general awareness for your service or specific message.
In this case SELECT already knew the value of radio and asked us to recommend a schedule, then script and produce the commercial, once approved by SELECT and RACC (Radio Advertising Copy Clearance) we negotiated airtime through the Bauer Media’s network of Scottish stations from big city stations Radio Clyde and Radio Forth to Moray Firth Radio, Northsound, Radio Borders, Tay FM, and West Sound & West FM to deliver the message in a snappy 20” commercial designed to be factual with out being alarmist, ending with the line visit NeedAnElecrician.scot to encourage potential customers to make contact via their search function of member firms. Here you can hear the commercial.
As well as using social media, SELECT are also creating a leaflet and using PR to reach these audiences through existing trade press contacts and opportunities with every effort being made to drive more relevant traffic to their website with its certified member search covering all of Scotland, although it is a safety campaign it is also a lead generation campaign. SELECT’s use of commercial radio has proved to be so successful that two further campaigns have been created and broadcast across the main commercial radio stations that cover Scotland. The latest campaign aired in September and October (2016) and reach mass audiences of potential customers for SELECT Member firms across the same national network of radio stations, all aimed at raising awareness of the work the SELECT do and gaining relevant traffic for their website with the prominent Find A Contractors search function leading to enquiries and revenue for member firms.
We are also running a Pay Per Click (PPC) campaign for SELECT using Google AdWords. A very cost effective medium for such specific audience targeting, both by interests and geographically and you only pay after someone uses Google to search for your keywords and then clicks on your advert. The data available through webstats is quite staggering and you can drill down into visitor figures by linking your Adwords campaign reporting and your Google Analytics account. It is always interesting to see how much each keyword term bid costs, often unpredictable as it is based on bidding so is heavily influenced by the number of competitors at that particular time. Even if your advert is not clicked on you do get some free awareness value from it appearing through page impressions, and bids can be adjusted in real time, or paused when a budget is hit or an audience figure is achieved. Are there any target audiences that you would like to send a message to?
Posted by Neale Gilhooley (updated 29/9/16)
Like many businesses, deciding to add new services and new staff was the catalyst that made our existing client Goodrow Building Consultancy decide to ask us to give their website a full refresh with a new company logo and a new fully responsive website design. The new site has a very contemporary colour palette and feel. They have also added more content and carried over their important Briefings newsletter section which is popular with their clients current and potential customers and with Google, who love specific content.
“We have been delighted with the impact of the new website, designed by Evolution. It is very clear, concise and modern and has gone down very well with our clients. We would strongly recommend Evolution’s services to others” said Jon Rowling Director at Goodrow Building Consultancy.
Posted by Neale Gilhooley
Another loyal Client who has been with is for a number of years , since 2011 had also reached the stage of needing a new mobile friendly business website. Edinburgh-based firm Club Class Catering, have just moved into new premises so a great deal is changing and happening at this busy time of development for them. Having traded successfully at the quality end of the catered food industry for over 20 years owner James Blyth wanted to have a website that presented their food online as well as he present it on the plate. With new images and a new WordPress website that is fully responsive, reformatting for mobiles and tablets, a key way to be a cut above the competition. So far site traffic is up +14% (year on year), most of that being visits from mobile users and people are spending more time on the site, probably as it is easier to navigate around and the Blogs gives it far more content. Club Class are also proactive marketers as they do use their Google Analytics package and also make use of Google AdWords running Pay Per Click (PPC) campaigns on a tactical basis. But to be fair they do prefer cooking and serving excellent food selections for their own loyal band of customers.
Enquiries are up too and that is one of the objectives for the new site. Club Class is a well known name for business lunches and canapés and for hot & cold food for celebratory parties such as 21st and Weddings, but they are less well know for some stylish BBQ’s that they have put on for up to 200 and also for their Sushi platters. Have a look at the site to see their menus > Club Class Catering website James is a professionally trained chef with high standard for food preparation and that includes Hygiene Certificates surprisingly not found amongst all caterers in Edinburgh, this being a benefit of moving into the new professionally fitted out food preparation kitchens. James likes to keep developing new menus choices which is necessary when you have a loyal client base with many repeat orders per month, so a few new taste surprises are always very welcome. The new site lets James’s staff blog about these new food developments and other industry news and views.
Posted by Neale Gilhooley