MARKETINGIN THE

DIGITAL AGE...

...some experiences

from Torfaen

businesses

and enterprises

The digital era is well and truly with us and businesseseverywhere and of any type are looking to maximise thepotential of what these technologies can offer. Here in Torfaenbusinesses, enterprises and the third sector are embracing theopportunities and using tools such as social media QR codesand augmented reality within their marketing mix to supportand grow their operations.

As we fix our eyes firmly on the future and celebrate theborough’s unique position to support digital enterprise atTorfaen’s first Digital Enterprise Festival in April 2013, we havedrawn together some inspiring stories from organisations whoare already utilising digital techniques along with some articlesfrom organisations who are at the cutting edge of thetechnology.

So whether you are a small business, a budding entrepreneur, atourism based organisation or a social enterprise, we hope youfind the experiences outlined in the following articles a goodread!

We would like to thank all the contributors for their time inwriting and preparing their articles.

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The next generation of ‘social shopper’ isexpected to emerge as a force to be reckonedwith by 2021 with 41 per cent of the UK’sconsumer population expected to beinfluenced by or using social media to make apurchase, according to new research fromBarclays.

Amongst 25 to 34 year olds this figure ismuch higher with nearly half (45 per cent) ofthis age group already engaging in s-commerce. By 2021, the figure will havejumped to 73 per cent.

Debra Reader Barclays Business manager,Cwmbran said:“Shopping has always been a social activityright back to the days when people barteredrather than paid for goods. It wasn’t until thearrival of e-commerce that the social aspect ofshopping was removed.

“For most consumers the social element isfundamental – shopping it is a leisure activityin the British psyche – so being able toreintroduce this aspect into the onlinepurchasing process is a powerful tool forretailers”.

Around 70 per cent of online shoppers arealready active users of social platforms but thenumber of social shoppers is set to grow

further as social micro-blogging websites,such as Facebook, Twitter and Pinterestincreasingly blur the boundaries betweenretail channels in the same way mobiletechnology has done.

Where social media is really coming in to itsown is as an influencer and multi-channelintegrator rather than a direct sales channel.Users are receptive to new ideas, suggestionsand recommendations when on socialnetworking sites but are not in an active stateof mind to purchase. Translated into revenues,in the next five years influenced sales areexpected to more than double from £1.4billion to £3.3 billion. This contrasts withdirect sales which are expected to rise from£210 million to £300 million.

The retailers enjoying the greatest uplift insales as a result of social media’s increasinginfluence are fashion, footwear, music, filmand grocers.

Debra Reader continues“When someone you know and trusts makesa recommendation it’s extremely powerfuland we’ve seen that the social shopper isn’tafraid to express online how much they want,love or dislike a product or service.

“This in turn creates a feedback loop on aproduct or brand. As more people postreviews, more people read them and, in turn,they give their own feedback which is pickedup by a new group of consumers. Retailersshould be exploring ways to tap into thesecommunities in order to create morepersonalised shopping experiences”.

For more information please contact: Alex Jackson-ProesMedia Relations

Tel: +44 (0) 207 116 4325Mobile: +44 (0) 782 780 7080Email:alexandra.jackson-proes@barclays.com

Follow us on twitter atwww.twitter.com/BarCorp_News

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MOST TRADERS WOULD AGREETHAT TO STAY SOLVENT INPRESSING ECONOMIC TIMESDIVERSIFICATION IS NECESSARY.

High street shopping as we once knew it hasalmost disappeared for social reasons, and‘shopping centres’ aside, more and more sales aremade to online shoppers and web browsers.

There are some clear benefits to the small traderfrom selling on-line…the main one being the useof such trading as a second ‘shop window’!

Having a shop which sells not only new books but also second hand and collectible books, we atBrownings, by careful management and cataloguing of stock on one of the world’s biggestinternet book dealerships find ourselves attracting global trade. A strict stock managementsystem is essential to ensure the healthy ‘star’ rating which comes from honest book descriptionand prompt despatch of orders. The system also offers us the chance to source difficult to findtitles for customers.

Up to date web management is also essential in order to attract and inform the casual browser.Too many websites are slow to be updated and can give a customer cause to feel thatinformation is out dated or incorrect. While we do not sell directly from our website, we arecareful to include news of new book arrivals and also maintain useful links with other businessand local attractions.

Offering a package of information to a potential customer or visitor ensures giving the bestpossible incentive to visit and patronise your business.

We believe it is possible to stay performing as a niche business on the high street but we alsobelieve that by embracing the growing changes in the market place the trader can offer hiscustomer not an alternative shopping experience but an extra one. Changes are seldom all badand as a new generation of shop keepers we need to recognise that rather than diminishingsales opportunities, with the right approach and management we could actually offer more!

Browning Books are based in Blaenavon and in addition to general stock they specialize in localhistory, Welsh interest and transport titles, particularly those with a railway content. They alsooffer comprehensive world wide book searching for customers.

For more information, contact:Stephanie & Andrew NummelinBrowning Books33 Broad StreetBlaenavonTORFAENNP4 9NFtel. +44 1495 790 089http://www.browningbooks.co.uk

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For all but the smallest minority, broadbandinternet access is now a way of life and, withthat, comes high quality streaming of bothaudio and video. Your website now has thepotential to become the equivalent of yourown television channel.

It may seem daunting but it doesn’t have tobe. There are software tools and local servicebusinesses that can help you create contentthat will tell your story quickly, clearly and inan engaging manner.

Microsoft’s PowerPoint and Apple’s Keynotewill both output to pure video and both toolsprovide an easy to use platform forassembling a range of media from text,diagrams, photos, video and audio to tell yourstory.

The University of Wales Newport has a longtradition of producing innovative younganimators and filmmakers who are allstraining at the leash to get their work seenand they are a valuable resource for Welshbusinesses. The benefits work both ways –the animators get experience and thebusinesses get expertise.

With YouTube and Vimeo as web streamingservices, it has never been easier or cheaper toactually deliver web video content right up tofull broadcast HD quality. Even a professionalsubscription to Vimeo that allows completelycontrollable and track-able streaming with nobranding other than your own only costs a

couple of hundred pounds a year. Integratingstreaming into your web page is simplicityitself.

The only thing that is left is the story itself.Rule 1 – keep it short and sweet. Next timeyou’re sitting in front of your TV, watch theadverts and see how much information youcan communicate in 30 seconds. Whether youhave a short clip of a customer talking tocamera about what they think of you or asequence of product photos with a voiceoverdescribing them, the impact is immediate andvisitors to your site will watch and take in themessage.

If you’re not confident in doing it yourselfthen talk to us – we have the tools, theexpertise and the experience to develop yourcontent. It doesn’t cost the earth and itdefinitely delivers.

For more information contactSimon Edmonds Logic Workshop Limited | Strategic,Technical & Creative Marketing Services

Technium Springboard | Llantarnam Park |Cwmbran | Torfaen | NP44 3AW | UK

M: +44 (0)7740 194680DDI: +44(0)1633 647857FAX: +44(0)1633647900

Website: www.logic-workshop.co.ukEmail: info@logic-workshop.co.uk

A PICTURE IS WORTH A THOUSAND WORDSAND IF THE PICTURE CAN WALK AND TALK…

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Horse & Country TV, based at TechniumSpringboard, LLantarnam Park, Cwmbran hasadopted a wide range of digital techniques topromote and manage the business andcommunication with their customers. It lives onSky digital channel 280 in the UK and Irelandand also online athttp://www.horseandcountry.tv/ . H&C TVfeatures programming about equestrianism andBritish country lifestyle, with daily video, photoand news updates online. In 2012 the H&C webteam gave the online presence an overhaul toincrease visibility of content and give a greateremphasis on large, beautiful horse pictures.And our USP? engaging daily video of horsesand equine celebrities!

Built in Drupal, the site has a very clean design,with easy access to our top content. To keepthe site running fast and responsively,

particularly during busy periods, the web tech team utilise the Varnish web cache. During theredesign, we’ve made it easy to find the latest content and for users of the site to upload theirown photos and video to the site, which has led to the site receiving the best stats since itscreation over the last few months. The H&C site was shortlisted in the 2012 Broadcast DigitalAwards for best website, along side Channel 4, E4 and CBeebies'.

With our fast-growing numbers of Twitter and Facebook followers, we are reaching over100,000 social media users. As well as regular updates to the website, our web editorial teamengage with social media users. This really is the key to social media - not just broadcasting yourmessage, but engaging with your audience. H&C have won ‘best use of twitter’ in theEquestrian Social Media Awards in 2011 and 2012.

Our weekly newsletter, which is opted in to by website registrants, reaches out to over 10,000viewers. It has been designed to present a number of stories from the website as well as TVhighlights for the coming week. Incentivising the newsletter with exclusive offers andopportunities is a great way to give people a reason to sign up.

You can follow the H&C team on twitter @horseandcountry,on facebook at http://fb.com/horseandcountry and online at http://www.horseandcountry.tv/

For more information please contact: Michael ParkerSenior Web DeveloperHorse & Country TVTechnium Springboard, Llantarnam ParkCwmbran, Torfaen, NP44 3AW

Phone: +44 (0) 1633 647 958Twitter: @horseandcountrySkype: mikeathorseandcountry

HORSE COUNTRY

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An innovative approach to social media anddigital marketing has led to Cwmbran basedLlantarnam Grange Arts Centre boosting visitornumbers, increasing customer bookings andreducing its marketing costs.

Two years ago LGAC had no social mediapresence, a very rudimentary website and reliedlargely upon hardcopy mailing and printadvertising to promote its contemporary artexhibitions, educational workshops and craftshop. Since implementing a digital marketingstrategy the organisation has reaped manybenefits – visitor numbers are increasing at closeto 10% year on year at least in part due to theirthousands of followers on facebook and twitter.Facebook paid advertising has enabled the artscentre to specifically target potential customersbased upon location, age and interests. This hasnot only resulted in a dramatic surge inworkshop bookings but has also proved muchmore cost effective than traditional print basedadvertising.

The centre’s café has been utilising locationbased social media such as foursquare to offerpromotions and artists talks are nowvideostreamed live to facebook and twitterallowing those watching to post questions inreal time. Llantarnam Grange Arts Centre hasalso migrated most of its customer base awayfrom receiving exhibition invitations by post toreceiving email based versions – not onlymaking significant costs savings on postage butalso being able to monitor the numbersopening, forwarding and clicking on emails.

Future plans for the centre include a muchhigher level of integration between its website,social media sites direct mailing system as wellas the implementation of an online bookingsystem for its workshops.

For more information contact:Charles FountainMarketing OfficerLlantarnam Grange Arts CentreCanolfan y CelfyddydauSt. Davids RoadCwmbranTorfaenSouth WalesNP44 1PD

Phone: 01633 483321Website: www.lgac.org.ukEmail : info@lgac.org.uk

Follow onwww.facebook.com/llantarnam.grangewww.twitter.com/LGAC_tweets

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As a social enterprise and centre for young people we find one ofthe best ways to reach young people is digitally, through Facebookand Twitter.

On a daily basis the centre’s Facebook and Twitter accounts are updated with any activitiesgoing on, courses running or just general daily info for our young people. So far the Facebookpage has 788 likes and is reaching young people all across Torfaen and Wales, even reaching afew young people as far away as the USA, Australia and the Netherlands. It is also a great wayfor us to reach other organisations in the local area letting them know what we do and all thedifferent opportunities we can offer young people.

For the first year ever the CCYP decided to open on Christmas Day. Through our marketing andpublicity drive through Facebook and Twitter we were inundated with donations, we were givencash donations by Councillors, Committee Members and friends of the centre, food fromASDA, Bookers, Mandy’s Cakes, Willis the Butcher, Aldi, The Saloon Grill, The Hog Roast, TheHarvester and also hampers donated by SWALEC and a local Chocolatier. The South WalesArgus, The Six in Hand Pub, TYPSS and numerous local individuals donated huge amounts oftoys, games and clothes to Centre for the young people.

Cwmbran Centre for Young People acts as a drop in centre for young people up to the age of25 years and is open 52 weeks a year, 12 hours a day. We provide a wide range of activities andservices including an after school club, a counselling service, mentoring and support services,traineeships and apprenticeships weekly job club, healthy living kitchen and a gym. We alsoprovide workshops, and are involved with a number of performing and visual art projects. Werun an Information Shop and can offer a wide range of support in terms of life skills and workexperience opportunities. We also link with a number of other agencies such as Bernado’s,Princes Trust, Morphius, Bron Afon, Construction Youth trust.

CWMBRAN CENTRE FOR YOUNG PEOPLEGlyndwr RoadCwmbran Torfaen P44 1QS

Call: 01633 875851Email ccyp.cwmbran@gmail.com

CHECK US OUT ATTWITTER: @CCYPCWMBRAN FACEBOOK: CWMBRAN CENTRE FOR YOUNG PEOPLE

CWMBRAN CENTRE FOR YOUNG PEOPLE

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LAST YEAR, I WAS ASKED TOWRITE A REVIEW ON SOCIALOR DIGITAL MEDIA AS SUPERROD WAS RECOGNISED ASONE OF THE MORE ACTIVECOMPANIES WITHIN OURINDUSTRY.

The subject asked if it represented anopportunity or a distraction from our realbusiness. Twelve months on, I have now delvedinto the subject further in relation to our ownindustry.

Before we go any further, let’s answer the initialquestion. Nearly 50% of contractors engagewith social or digital media with reference tomaking purchasing decisions. So, the answer isdefinitely yes, it’s an opportunity, but with theproviso that to exploit the opportunity, yourefforts must be just as focused as the rest ofyour marketing mix.

So now we are concentrating on theopportunities, where do we go? There are awide range of options from Facebook, Twitter,Google+, Linked-In and many more, each onewith its own particular approach to ‘spreadingthe word’.

The numbers are frightening; Facebook has overa billion subscribers. It seems to be where theworld connects with friends across the globe,sharing pictures, ‘liking’ companies andproducts. They certainly are a key player in theB2C market and great for building culturearound your brand.

Others take a different approach, like Google+with its circles allowing you to segregate yourfriends and followers into different groups andcustomise your messages to them making theinformation more relevant. In terms of thismedia, they are new players, but who would betagainst Google making it work. They aredefinitely one to watch. This leaves ‘Linked-In’,often described as the business world’sFacebook.

Linked In allows you to research companies,individuals and offers an incredible database ofcontacts and information for sales professionals.Of course this is not without risk, i.e. unless youprotect your contacts, they are there for theworld to see and could be exploited by yourcompetitors.

On the positive side Linked In provides aplatform to either take part in or initiate

discussions that are relevant to particular groupswithin our industry. As with anything, what youget out is directly linked to what you put in. Theopportunity is there to become a real ‘thoughtleader’ as they call them in the US.

The opposite to this focused approach is Twitter,which allows you 140 characters to blast outyour message or link to further information. It isa shotgun approach, but when linked with otheractivities, it can be a great way to promoteevents such as trade counter mornings etc.

So now the question is if you are going to getinvolved, what should you post and how do youdetermine the mix of your own selling messageswhilst becoming recognised as a source ofinteresting material? Posts relating to your ownorganisation need to reflect the rest of yourmarketing message.

As far as sharing information, there are multiplechoices available. Four of my personal favouritesare of the course, the Electrical Wholesalermagazine (www.ewnews.com); ProfessionalElectrician magazine, Electrical Times magazineand for a more global perspective, the excellentTED magazine.All of these provide us with excellent up-to-datecoverage of what is going on within our industryboth home and abroad. They also make itincredibly easy to share any stories at the simpleclick of a button.

For those who really want to delve further intothis world and are interested in driving ourindustry forward as a whole, please feel free tocontact either myself personally, via any of theusual channels of e-mail, Linked-In or phone.You can also follow me on Twitter@SuperRod2010 or @SuperRodDSU.

Super Rod, based in Blaenavon, manufacturecable routing products for installers of cable.They have recently won The Queen's Award forinternational trade, their second award from theQueen in five years.

Please visit:www.super-rod.co.ukfor more information.

By Malcolm Duncan,Managing Director ofSuper Rod

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The website design is only one part in theoverall process to build a successful onlinepresence.

Here are 7 key principles to follow for onlinesurvival:

1) Create a business brand identity and standout from the rest. Recognise your businessby a logo, symbol, font or strapline and useyour brand identity throughout your onlinepresence.

2) It is important to research the marketbefore you start to develop your website.Follow online trends, find the gaps andwrite effective content based on theresults.

3) Create a user-friendly design which is easyto navigate. Make sure the website loadsfast to ensure the visitor doesn’t getfrustrated and click-offs your site due toperformance issues.

4) Analyse the behaviour of your visitor’sjourney throughout the website. Discoverwhat is working and adjust the website inresponse to the findings. For example, dothe majority of your visitors access thewebsite via a mobile device? If so, howdoes your website look on a mobiledevice?

5) Know your audience. Do you know howyour clients are engaging on the internet?Do they use social media? Is social mediaan important attribute in your industry? Doyou need social media to be interactive onyour website?

6) If you are using several online solutions torun your business, do they all follow yourbrand guidelines? For example, does yourWebsite, Facebook and Twitter all followyour brand? It is important to grow aconsistent brand on the internet for peopleto instantly recognise your business.

7) Your website is one of the most flexibleand instant marketing tools available foryour business. It is also your shop-front tothe world so keep it up-to-date and activeto reflect your business.

About Bell IT Solutions Ltd

Bell IT Solutions is an innovative, bespoke ITconsultancy firm which specialises insophisticated website design and support.They provide internet research and marketing,search engine optimisation (SEO) and mobiledevice compatibility to ensure that yourbusiness website performs at optimal levels.

They are authorised resellers of the GoogleApps cloud solution for business and runregular interactive seminars and workshops onWordPress website design, Search EngineOptimisation and Cloud Computing. Alltraining can be delivered in English, Germanand Polish to support the growing number ofinternational employees in Wales.

Bell IT Solutions LtdAddress Chapel Lane, Cwmbrân. NP44 2PPTel 01633 864366 Fax 01633 864472

Email hello@bellitsolutions.co.ukWebsite www.bellitsolutions.co.uk

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The digital era has brought with it newopportunities for marketing and communication.Exciting developments are taking place in the fieldand with an increasing number of peopleaccessing the Internet from mobile devices,having a mobile strategy is essential. It is vital toprovide a good user experience for all mobilevisitors. Organisations are now able to createinnovative and rich mobile websites, digital appsand cutting edge marketing campaigns that areautomatically optimised for every mobile device,on any network, anywhere in the world.

QR CODES

QR Codes are being increasingly used in magazines, posters and many other forms of physicalprint as well as on screens and digital signage.

Simply by downloading a tag scanning app (one time only) to a mobile phone, e.g. Mobile Tagand scanning the tag with a camera phone, predefined content is delivered to the handset suchas video and music, maps, VCards, promotions, vouchers and other web content that isoptimised for mobile phone viewing.

BENEFITS:

• Short-cut to pre-defined content on mobile phones without having to open a webbrowser, type in a long URL and search for specific content

• Effectively target customers in specific locations, on screen or in print• Immediately engage with and interact with customers

So when you are planning your next digital marketing campaign, don’t forget to think aboutsome of the new and exciting technology that you could use to reach and engage with yourcustomers.

ABOUT CANDITV

Canditv is a market leader in mobile software and technology development, enhancingtraditional out-of-home marketing and communications by exploiting the power and potentialof Smartphones to engage and personalise every experience.

Our technologies are currently being used to deliver the ‘Blaenavon Passport’ project withTorfaen County Borough Council, enabling locals and visitors to the region to engage andinteract in real-time with digital content that will deliver rich user experiences in a wide variety ofcontexts. A new website, augmented reality, video and audio content are just some of theelements that will help make this new digital app a real success.

Contact: Annabelle GriffithsEmail: Bella.griffiths@canditv.com

Website: www.canditv.comTel: 08458 733200

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“To book your FREE place at any of the eventsand to register your interest in the drop-in sessions,please go to:

www.torfaen.gov.uk/digitalfestivaland follow the links”

To find out more about the Torfaen Digital Enterprise Festival,

visit: www.torfaen.gov.uk/digitalfestivalemail: digital.festival@torfaen.gov.ukor call 01633 648306,or follow us on Twitter and Facebook.

@TorfaenBiztorfaenenterprise