# Bigwave Marketing --- ## [Home](/okf/page/home.md)# Blog - [ Twitter ](#) - [ Facebook ](#) - [ Pinterest ](#) - [ LinkedIn ](#) - [ Email ](#) ### Share this content - [ Twitter ](#) - [ Facebook ](#) - [ Pinterest ](#) - [ LinkedIn ](#) - [ Email ](#) [![Simon Beer and Tom Gozna with Real Living Wage logo](https://bigwave.co.uk/wp-content/uploads/2026/07/Bigwave-Real-Living-Wage-scaled-120x120.jpg)](/okf/article/real-living-wage-employer.md) ## [Bigwave Marketing becomes accredited Real Living Wage employer](/okf/article/real-living-wage-employer.md) By [BWMAdmin](https://bigwave.co.uk/author/bwmadmin/) [![2026 Google I/O – Impact on search engine marketing](https://bigwave.co.uk/wp-content/uploads/2024/03/Brighton-SEO-120x120.jpg)](/okf/article/2026-google-i-o-impact-on-search-engine-marketing.md) ## [2026 Google I/O – Impact on search engine marketing](/okf/article/2026-google-i-o-impact-on-search-engine-marketing.md) By [Tudor Rusmanica](https://bigwave.co.uk/author/tudor/) [![Digital Markets, Competition and Consumers Act (DMCCA): What Marketers Need to Know](https://bigwave.co.uk/wp-content/uploads/2026/05/Marketers-having-a-meeting-120x120.webp)](/okf/article/digital-markets-competition-and-consumers-act-dmcca-what-marketers-need-to-know.md) ## [Digital Markets, Competition and Consumers Act (DMCCA): What Marketers Need to Know](/okf/article/digital-markets-competition-and-consumers-act-dmcca-what-marketers-need-to-know.md) By [BWMAdmin](https://bigwave.co.uk/author/bwmadmin/) [![Man stretching halfpoint](https://bigwave.co.uk/wp-content/uploads/2026/03/OldGuyStretching-Halfpoint-scaled-120x120.jpg)](/okf/article/healthseekers.md) ## [Bigwave Marketing partners with GGFit to develop the HealthSeekers brand and national programmes](/okf/article/healthseekers.md) By [Simon Beer](https://bigwave.co.uk/author/simon/) [![Is Meta still an ethical and responsible marketing option?](https://bigwave.co.uk/wp-content/uploads/2026/02/Meta-Ethics-Blog-Image-120x120.webp)](/okf/article/is-meta-still-an-ethical-and-responsible-marketing-option.md) ## [Is Meta still an ethical and responsible marketing option?](/okf/article/is-meta-still-an-ethical-and-responsible-marketing-option.md) By [BWMAdmin](https://bigwave.co.uk/author/bwmadmin/) [![How can brands use AI ethically in content creation?](https://bigwave.co.uk/wp-content/uploads/2026/02/AI-Content-Creation-Blog-Image-120x120.webp)](/okf/article/how-can-brands-use-ai-ethically-in-content-creation.md) ## [How can brands use AI ethically in content creation?](/okf/article/how-can-brands-use-ai-ethically-in-content-creation.md) By [BWMAdmin](https://bigwave.co.uk/author/bwmadmin/) --- ## #BigWaveHack Our first hack event saw staff from across the company take part in collaborative projects as part of a staff training day. The 'Hack' event was designed to breed a creative environment for collaboration, allowing staff to work on a project of their choice and to utlise the skill sets of a broad team. The brief was simple, in fact it was one word? Disrupt. Staff from the creative studio, account management and digital teams were split into five groups, each with four members. The briefing session elaborated on the brief to give context and some suggested avenues. As part of the session we looked at companies and industries that have been or are disruptive. They included the likes of : - Uber which is disrupting the taxi market - offering a technology led model to aid transportation. - Square which is disrupting the merchant banking system by offering card readers connected to smart devices combined with industry low transaction fees. - Airbnb which takes hotels out of the picture by giving a platform to anyone wanting to rent a spare bed or property to travellers. - Budget gyms which provide heavy competition in the leisure market, basing their business model solely on a low cost offering. Disruption is arguably inevitable. Look back at most industries and products and the disrupted was once the disruptor. Square is to paypal what paypal was to the banking industry 10 years ago. Go back further and the Barclay card changed the face of transactional loans with the launch of a credit card. Disruption is innovation and often it is driven by either technology or price. As is often the case technology still plays a role in pricing models by streamlining process or offering new insight to drive down costs. So, armed with a mission to 'disrupt' our five teams dispersed, brainstormed, researched, designed and came up with five projects which were presented back to a judging panel. Some came polished some a little rough around the edges, but all sought to solve, innovate or change. Here's a round up of the projects: ![](https://bigwave.co.uk/wp-content/uploads/2024/03/photo_51-scaled.jpg)**TEAM GECKO** **Team members:** Max, Ana, Hayley, Brent **Project name:** MusicMelee ![](https://bigwave.co.uk/wp-content/uploads/2024/03/Gecko.jpg)**In short:** MusicMelee will solve music disputes by allowing everyone to contribute to a singular continuous playlist from their own device instantaneously **In depth:** The MusicMelee sevice forms a network between all enabled devices in a social situation and requests other platforms (Spotify, iTunes, Soundcloud etc.) to stream music to a master device which is connected to the soundsystem in an order defined by a communal playlist. Each device acts as a remote playlist compiler connected to all the other devices allowing the full music collection?of the entire group to be accessed without unplugging the soundsystem at any point. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/photo_41-scaled.jpg)**TEAM SQUIRREL** **Team members:** Dan, Eva, Martin, Sean **Project name:** FitNet ![](https://bigwave.co.uk/wp-content/uploads/2024/03/Squirrel1.jpg)**In short:** A gym network consisting of Bigwave clients **In depth:** Designed to partner together leisure and cultural trust across the UK, FitNet aims to foster a network of gyms and leisure facilities where membership to any provider allows access to any of the network facilities. The network would be backed by a website, app and marketing materials and would support the growth of a national leisure network. Aims of the network would also include facility reviews, benchmarking and joined up campaigns. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/photo_1-scaled.jpg)**TEAM PANDA** **Team members:** Joseba, Liam, Laura, Ronnie **Project name:** VCard **In short:** A virtual business card for the film and theatre industry based on a smart phone and linked to other App users and presented in the same vein as the old 'index card' system. **In depth:** The self-employed market in the film and theatre industry is constantly on short-term contracts.?Networking and contacts within this industry are vital but unlike the more efficient B2B folk, scraps of paper and tatty business cards are constantly mislaid. VCard aims to solve this by providing a way to store and retieve contacts. Due to the transient nature of the job there is a constant need to update CV's, which could be done and viewed via a link on the Virtual Business Card. QR codes would allow teams to instantly collect all attendee cards in one go. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/Panda.jpg)**In short:** A virtual business card for the film and theatre industry based on a smart phone and linked to other App users and presented in the same vein as the old 'index card' system. **In depth:** The self-employed market in the film and theatre industry is constantly on short-term contracts.?Networking and contacts within this industry are vital but unlike the more efficient B2B folk, scraps of paper and tatty business cards are constantly mislaid. VCard aims to solve this by providing a way to store and retieve contacts. Due to the transient nature of the job there is a constant need to update CV's, which could be done and viewed via a link on the Virtual Business Card. QR codes would allow teams to instantly collect all attendee cards in one go. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/photo_3-scaled.jpg)**TEAM MONKEY Team members:** Tim, Karlie, Rebecca, James **Project name:** Moneyspinner ![](https://bigwave.co.uk/wp-content/uploads/2024/03/Monkey.jpg)**In short:** A FREE service directory to put local people in touch with others in their community who can offer a small service for a fee. **In depth:** People would receive ratings and reviews according to their services. Services would include: gardening, odd jobs - DIY, babysitting, dog walking, cleaning/ironing, window cleaning. A paid for version of the service to be used by qualified professionals such as electricians, plumber, carers etc ![](https://bigwave.co.uk/wp-content/uploads/2024/03/photo_2-scaled.jpg)**TEAM KOALA Team members:** Wayne, Erika, Luke, Nick **Project name:** Qskip ![](https://bigwave.co.uk/wp-content/uploads/2024/03/Koala.jpg)**In short:** An app to save time on lunch breaks by allowing people to order coffee and food on the go and simply skip the queues **In depth:** With a target market oftown/city centre retail and office based workers, aged: 18 - 45? with a disposable income the Qskip app allows the preordering of food or drink from selected vendors. Payments can be taken through the app. The order would be ready for collection at the time specified thus allowing you to skip the queues. Revenue is generated via a small transactional charge and advertising revenues would come from companies being able to promote themselves. The winning team (by just two points) was Team panda for their Vcard concept. By targeting a specific audience Team Panda had come up with a solution that many in the target market would identify with. This was backed up with some strong research through a survey of the target audience. A good logo proposal and additional artwork to show a demo product gave Team Panda the edge. The Q and A session identified a few potential issues to overcome from revenue streams to copyright or confusion in the brand name already being synonymous with mobile phone contacts but in all the Panda's just clinched the prize - an extra day of holiday for each team member. Well done Team Panda! Disruption shows us how industries, and companies in particular, can't afford to sit still in an increasingly technology led marketplace. At Bigwave Media we've invested over the years in new technology and systems to ensure we continue to drive forward and lead on innovation. Our cost model and service delivery quickly established us a market leader when we first launched the company, since then we launched the first mobile app in the Leisure Trust sector and recently invested heavily in a new proofing system we call Proofhub and OnDemand. Proofhub enables clients to proof artwork quicker, easier and more collaboratively while OnDemand gives client a system to self generate on-brand artwork in a couple of clicks. Catch up on the days events on Twitter or Facebook by searching #BigwaveHack --- ## #TeamBigwave explore Exeter in Annual Easter egg hunt **On March 29th, the much-anticipated #TeamBigwave Easter treasure hunt kicked off in its usual high spirits with everyone eager to put on their detective caps, explore Exeter city and indulge in an Easter egg or two.** The annual Easter treasure hunt, an event which has become iconic within the Bigwave walls, saw the office split up into four groups and follow clues into the deepest corners of Exeter city. It was a fantastic opportunity for proud Exetonians to display their knowledge of the city and for everyone to discover a little bit more about the highways, byways and history of Exeter! Despite the questionable weather conditions, the teams donned their raincoats and umbrellas and headed into town. The scavenger hunt proved to be particularly entertaining, with teams obliged to obtain items such as a bus ticket, a beer mat and a bird feather (surprisingly difficult considering the number of pigeons in Cathedral Yard!). Once all the teams arrived back to the office, Bigwave’s Head of Design, Dan, added up all the scores and the results were in… ![](https://bigwave.co.uk/wp-content/uploads/2024/03/jhyjhhjk.png)It was a win for Team Jessica, who only just pipped Team Bugs to the post! Congrats to graphic designers Jade and Nigel, account manager Vicky and web developer Vas for coming in first place with an impressive 30 points! --- ## #TeamBigwave's advice on starting a career in marketing **As I write this blog, Bigwave’s Digital Director Simon Beer is giving a talk at [South Devon College](https://www.southdevon.ac.uk/) on careers in digital ![](https://bigwave.co.uk/wp-content/uploads/2024/03/Simon.png)marketing.** If anyone knows a thing or two about marketing, it’s Simon. His eclectic career has spanned PR, account management and digital development. But that’s marketing in a nutshell – a vast empire crammed with brilliant opportunities to suit every personality type and interest. Bigwave Marketing is brimming with characters like Simon, who all have very different skills and found their paths into marketing in an assortment of ways. So we decided to scratch below the surface and find out how some of our dedicated Bigwave employees found their way into marketing, and what advice they had for people at the bottom of the ladder: #### **Luke Simpson – Head of Client Services** ##### **![](https://bigwave.co.uk/wp-content/uploads/2024/03/Luke1.png)** ##### ##### ##### ##### ##### ##### **Pathway:** “My journey started with a desire to be a film director when I was younger. This then led to me picking media studies at school and at college. At college, it became very clear that I had more aptitude for marketing and in particular the planning and strategy side of marketing. Based on this I began a degree in marketing and advertising management. After completing my degree I started my career with Bigwave.” ##### **Advice:** “Consider, research and become adept in all marketing methods. People have a tendency to focus on the channels which they interact with, it is important to understand that in most cases “you” are not your target audience.” #### #### **Tudor Rusmanica - Head of Search** ##### **![](https://bigwave.co.uk/wp-content/uploads/2024/03/Tudor2.png)** ##### ##### ##### ##### ##### ##### ##### **Pathway** “I was fascinated by the internet and self-taught HTML, CSS and PHP. I did some cool things with computers that I was immensely proud of at the time – I found myself getting recognition at school. It didn’t make sense to build websites that nobody could find so this led to SEO. It gave me a lot of satisfaction seeing results and impact. Fast forward 10 years and turned a “hobby” it into a professional career. I was fortunate enough to find a company who appreciated my work and allowed me to grow and develop.” #### ##### **Advice** “Pick a subset like SEO or PPC or Social Media, PR and get your hands dirty… From my experience, the tougher you have it early on the more you will develop as a marketing person. You will find it hard to stay on top of everything to begin with, so knowing how everything works helps a lot. Look for a supportive employer - nothing will put you off more than a bad work environment.” #### **Beth Markey - Content Manager** ##### **![](https://bigwave.co.uk/wp-content/uploads/2024/03/Beth5.png)** ##### ##### ##### ##### ##### ##### ##### ##### **Pathway** After completing my degree in Journalism I decided to move into marketing as it gave me the ability to try my hand at a variety of tasks to better understand my strengths and areas of enjoyment. I had to undertake an unpaid digital marketing internship to get my foot on the ladder, which was a financial challenge, but it gave me good grounding and led to a paid internship. It allowed me to experience all the elements of marketing. As it turns out, writing was my passion all along. My role as a content marketer at Bigwave is a very happy mix of marketing and journalism, so I get to experience the best of both worlds.” ##### **Advice** “There’s quite a bit of competition to work in marketing, especially in my area. Learning challenging skills relevant to your area of interest will set you apart from the crowd. HTML or shorthand are all examples related to content management. These are things you can self-teach and doing so will show real initiative.” #### **Sam Ratcliffe - Social Media Manager** ##### **![](https://bigwave.co.uk/wp-content/uploads/2024/03/Sam2.png)** ##### ##### ##### ##### ##### ##### ##### **Pathway** “Growing up, I played in bands and really enjoyed promoting shows and growing our profile as part of the process. After finishing university, I worked at Ibiza Rocks as a Digital Marketing Assistant and learned how to utilise social media as part of a digital marketing strategy – there I fell in love with seeing audience growth and ticket sales as a result of social media campaigns.” ##### **Advice** “I hate the phrase “Fake it till you make it” but there is some truth in presenting yourself as the person you want to become. Get involved in marketing discussions on social media, start your own blog about marketing and comment on what’s happening in the industry. You’ll raise your profile, learn lots along the way and eventually become the person you’re portraying yourself as! OK, I guess “Fake it till you make it” isn't so bad…” #### **Gemma Ross - Pay-Per-Click Manager** ##### **![](https://bigwave.co.uk/wp-content/uploads/2024/03/Gem2.png)** ##### ##### ##### ##### ##### ##### ##### **Pathway** “With a passion for design and websites, my friends and colleagues had moved into marketing and I realised how interesting a digital marketing career could be. I was lucky enough to secure a junior marketing role at a small agency. After managing marketing for a variety of clients and supporting with SEO, PPC, Content, Social, Websites, Print, Events and PR for 6 months I realised that a career in PPC would be my ideal path and after 18 months I was approached by Bigwave media with an opportunity that I couldn’t turn down.” ##### **Advice** “Research the different types of marketing, take free online courses such as Facebook Blueprint, Google’s Academy for Ads, get a LinkedIn profile, shout about how passionate you are and contact agencies for work experience placements. Marketing can be hard work but for the most part it is a fun and rewarding career choice!”' #### **Alex Decker - Pay-Per-Click Executive** ##### **![](https://www.bigwavemedia.co.uk/.ftpquota)![](https://bigwave.co.uk/wp-content/uploads/2024/03/Alex2.png)** ##### ##### ##### ##### ##### ##### ##### **Pathway** “My journey into marketing was quite unorthodox. I hadn’t considered a future in Marketing until watching Mad Men in my final year of Uni. Something about the creative freedom of writing adverts really appealed and when I realised there were opportunities to do this in Devon, I jumped at the chance.” ##### **Advice** “There are ample opportunities to try new things and specialise in an area that best suits your skills. During my time at Bigwave, I’ve written ads, corresponded with clients and seen to their business concerns, written long-form content and I’ve also been afforded the great opportunity of returning to my alma mater to talk to students who are in very similar positions to that of myself twelve months ago. I can’t wait to see what other opportunities lie around the corner and to explore further avenues of Marketing. If you have even the slightest of interest in entering Marketing, I implore you to give it some serious consideration. You won’t regret entering such an interesting and rewarding industry.” #### **Ekaterina Vasileva - SEO Executive** ##### **![](https://bigwave.co.uk/wp-content/uploads/2024/03/Ekat2.png)** ##### ##### ##### ##### ##### ##### ##### **Pathway** “For a very long time before uni, I was interested in graphic and web design, typography, printing and luckily I got to dabble in that sort of thing for a few years. I did law as my degree but whilst studying I was also doing a fair bit of freelance work in SEO, graphic design and photography - I knew what was the right career for me then, even if it was subconsciously, haha! Then the perfect opportunity came up and I took it.” ##### **Advice** “Marketing is such a vast field that it’s difficult to know which bits of it you’d enjoy. Get any kind of work experience - agency or brand-side and try to get involved as much as possible.The beauty of it is that in creative fields there’s often opportunity to shape your own path/role and that’s exciting. Also, don’t worry too much about making the wrong decisions, there are always new opportunities awaiting.” #### [Start your marketing journey today and be part of an amazing team. Take a look at the latest jobs on offer at Bigwave Marketing](/okf/page/careers.md) --- ## 10 creative social ads that work It’s not ground-breaking to suggest that you’ll need to get creative with your advertising strategy these days, with the multitude of options now available to us, it’s the businesses who are able to hit the sweet spot between selling and engagement that are seeing the best results. However, it’s rare that a campaign need only be creative to be a success. Paid media targeting, tracking and reporting are essential to ensuring your message is heard by the right customers at the right time. ### **1. Taco Bell** Snapchat is incredibly popular among 18-29-year olds and is best known for its filters and AR experiences. In 2016 fast-food chain Taco Bell launched a 24-hour filter that turned users faces into a cartoon version of its namesake. It was viewed a mind-blowing **224 million** times for an estimated $750,000 investment their cost per view was $0.003 – that’s three tenths of a cent! **Don’t be dismayed by budget, there are plenty of other ways to get creative!** ### **2. Mail Chimp** This Facebook ad is a great representation of using colourful imagery and to-the-point messaging. There is no need to overload the ad with information, picking relevant USPs and shouting about those whilst making use of negative space is more impactful than a sales pitch that promises the world. ### **3. Patch Plants** Video and moving content receive the highest engagement compared with static imagery. In their Instagram feed ad, Patch Plants have used a cohesive colour palette from one shot to the next. Including price information also ensures the quality of their traffic as these customers will already have decided that this is within their price range. The video is a slide show of product and delivery imagery cut together with pricing call outs and the logo. All imagery is cohesive and features on brand green and beige background/CTA buttons. ### **4. GMC** Carousels on Facebook and Instagram provide a unique storytelling aspect to ads. Not only can you give further information in the additional headers, but users are more likely to engage with the ad by swiping through. This also creates more opportunities for them to click your CTA buttons. GMC opted for a panoramic image of one of their dashboards in order to discuss features of their latest model. The scene through the window is also striking while in keeping with their status as an adventurous brand. ### **5. Zebel** LinkedIn has a professional network of more than 300 million users each month. Paid advertising is generally more expensive here because there is the potential to directly access decision-makers and high earners. A personalised InMail campaign worked well for Zebel, a made to measure tailor based in Exeter and London. Due to the specific targeting available on LinkedIn, Zebel were able to contact potential customers in their area whose jobs require them to dress smartly. ### **6. ASOS** As consumers ourselves we know that a little nudge is all it takes sometimes to persuade us into taking the transaction plunge. So, remarketing audiences are a great way to influence users who have yet to convert. Businesses can target these lists in a number of ways. A broad approach would have ads shown to all recent website visitors. However, more specific targeting such as calling out basket abandonment or, as ASOS has shown above, even showing exact products to customers who may have saved or looked at certain items. ### **7. Papier** Shopping ads, now available on Instagram, Facebook and Google, are relatively seamless for customers. For example, this Instagram ad from stationary company Papier is identified as shoppable with the bag icon in the bottom left corner. Users simply tap the screen to discover pricing, select the item to transfer to the website and can proceed to checkout in less than a minute! ### **8. Pink Moon** It can be difficult to make an add seem ‘fun’ but Facebook Canvas, also known as an instant experience, can do just this. Designed for use on mobile devices these ads sit in feed until a user engages with it. Once clicked they open full screen, immersing the user in content and *blocking out* distractions from the social feed. Fully customisable, these work best with video and imagery. Pink Moon Cafe in Exeter has been using this to raise awareness and encourage table reservations, as shown above. ### **9. Stormfront** With over 217 million users a month Spotify is a great way to connect with your audience outside of social media and search engines. Advertising and reporting capabilities are still in the early stages here, so ads tend to be focused on brand awareness rather than sales or clicks. The process is fairly simple, like other paid media you can target demographics and locations and submit a cover image. The difference here is that you’ll submit a script, and request specifics about your preferred voice actor (gender/accent/language etc). Spotify will do the rest! It’s also worth noting that ads last for 30 seconds and, for users without a premium subscription, they can’t be skipped. ### **10. Dominos** Chatbots are still a novelty in paid media, they haven’t caught on quite as much as other formats which make users interact with them. They tend to be used in booking systems so that responses and outcomes can be easily predicted. Dominos launched Dom The Pizza bot in 2016 to encourage users to create their own pizza and share their conversations on social media. Facebook messenger and Twitter have since developed versions of these for businesses to integrate with. Here at Bigwave media, we're passionate about creating the best social ads for our clients. [Find out how we can generate high quality, relevant traffic for your business.](/okf/page/ppc-exeter.md) --- ## 10 facts about Saint George Saint George is the patron Saint of the UK, most commonly known for slaying a dragon - a story which has led him to be painted in a brave and gallant light. But did you know, St. George wasn’t actually British? In fact, it’s highly unlikely that he ever even set foot on English soil. Here are 10 other facts about the Patron Saint you may, or may not, know. - St. George was born in Cappadocia, an area now in Turkey, in the 3rd Century AD. - His parents were Christian and St. George maintained his Christian faith up until his final days when he was beheaded by the Pagan emperor for refusing to give it up. - St. George was a Roman soldier who resigned from his post for the same reasons noted above. - It is said that the Emperor’s wife was so inspired by St. George’s gallantry that she turned Christian – a choice she was also subsequently executed for. - April 23rd is traditionally accepted as the day in which St. George was killed in AD 303. The anniversary of his death falls on the same day as the anniversary of Shakespeare’s death. - The UK flag is based on St. George’s cross. - St. George is also the Patron Saint of Aragon, Catalonia, Ethiopia, Georgia, Greece, Lithuania, Palestine, Portugal, and Russia. - The country Georgia is even named after St. George. - The Golden Legend about St. George slaying a dragon was first credited to St. George in the 12th Century. - George was adopted as an English Saint because The Golden Legend story was similar to an Anglo-Saxon legend. --- ## 10 Pro Tips for Poster Design **Brining your digital designs to life in the real world can feel daunting, especially if you don't have much experience. Thankfully, there are several tools out there for poster design that will help you attract customers.** Marketers and business owners still use print marketing methods despite how much the world has transitioned to digital. People value print – it's something they can keep and hold on to. You can publish your posters online, like on your social media channels, but creating eye-catching posters for the physical world will help broaden your reach, generate more leads, and directly speak to your audience in an offline environment. There are a few rules when it comes to poster design. Your approach to promoting your brand can be as creative and innovative as you choose, however, there are some things you should know to succeed: ## **1. Make Sure Your Poster Design is In Line with Your Brand** Whether you start from scratch or use a premade template, ensure your poster design is in-line with your brand so that people can identify who you are and know how to find you. This means using the same colours, fonts, and logos that are on your website and other branding materials. Consistency is key when it comes to branding. ## **2. Determine Your Visual Hierarchy** Visual hierarchy is the principle of arranging elements in order of significance. This in short means that if your visual hierarchy is established, your poster will catch your audience's attention easier and enable them to absorb your message quicker. So, you would begin by prioritising your most important elements to lure your audience in and gain their interest with the title and main image or graphic. Once you've got them interested, move on to the second most important element: the necessary details about your product, service, or event that are simple and to the point. Try and explain your what, why, when, where and who in a few sentences, so it's easy for your audience to digest. Now, your audience will want to know more. So, direct them to a place where they can, like your social media platforms. You should add your social media icons and handles to the bottom of the poster and your contact details. You should also include your website link and any other fine print details that you want them to know. Remember that if you have a lot of information, design the text in absorbable chunks. ## **3. Be Creative** Try out different colours, compositions, edits, fonts, and styles to find a way to convey your message in the best way possible. If you bear in mind that your design needs to be consistent and cohesive with the rest of your branding, you can be creative as you like. It can take a while to experiment with your creativity but don't give up when moving design elements around becomes frustrating. Sometimes, keeping it simple is the best way forward. ## **4. Design with Your Audience in Mind** Who are you trying to reach with your poster? Defining this will help you make design choices so you can create something that really speaks to your target audience. As you're designing your poster, think about what your customers want. Will it be a more image-led design, or will it be quite informational and text-heavy? Will it be vibrant and flashy or simple and neutral? Just ensure that your poster isn't too cluttered – less is always more. ## **5. Define Your Message & Purpose** Poster design is a great way to communicate a message, but you first need to define what that message is. What do you want your audience to take away from your poster? Once you know this, it will be much easier to create an effective and engaging design. ## **6. Plan How You Will Distribute Your Poster** Don't forget to plan how you will distribute your poster. Are you going to visit cafes, venues, restaurants, or public workspaces to see if they will let you put your poster up? Will you stand in the street and hand them out to the public? Decide what will work best for you and your brand. ## **7. Use High-Quality & Striking Visuals** Use high-quality visuals that will make your poster design stand out. This could be a striking image, an infographic or just a simple graphic. Whatever you choose, make sure it's high in quality and resolution, so it looks great when printed. ## **8. Proofread!** You should always proofread your poster before the final print. The best way to do this is by doing a series of test prints. This way, you can spot mistakes and ensure that the text is easy to read. A well-proofread poster also indicates you have high standards and a significant level of professionalism. ## **9. Include a Clear CTA** Your poster should have a clear call-to-action (CTA) so that your audience knows what to do next. This could be anything from visiting your website to signing up for your newsletter. Whatever you choose, make sure it is clear and concise to avoid confusion. ## **10. Make Use of Tools & Templates** There are many tools that will help you design eye-catching posters, including [Adobe Creative Cloud](https://www.adobe.com/uk/creativecloud.html?mv=search&mv=search&sdid=KH8NVGP5&ef_id=Cj0KCQjw0PWRBhDKARIsAPKHFGiNvjbvCWxyGS35Z76861mWvHtwvYR5TBODbemu1Nc_9kDBIP6zn2QaAuyJEALw_wcB:G:s&s_kwcid=AL!3085!3!441664377354!e!!g!!adobe%20creative%20cloud!1422700238!58647978191&gclid=Cj0KCQjw0PWRBhDKARIsAPKHFGiNvjbvCWxyGS35Z76861mWvHtwvYR5TBODbemu1Nc_9kDBIP6zn2QaAuyJEALw_wcB) and [Canva](https://www.canva.com/en_gb/). Here, you can access ready-made, professional templates that'll inspire you. There are also tools to help you make your poster from scratch, such as images, video, text, effects, and more. --- For more information on [poster design](/okf/page/print-design.md), why not [contact our team](https://bigwave.co.uk/contact/)? --- ## 10 Reasons To Use Email Marketing Using email for direct marketing is not a new phenomenon; however with current e-marketing systems, it is simpler to create sophisticated marketing campaigns than ever. And as over half of internet users use email on a daily basis, it is an easy way to communicate with a potentially substantial, but also targeted audience. **1.** **It's simple.** Email marketing is straightforward to execute - you don't need highly trained members of staff or a huge amount of time to do it. You simply add content to a template, choose a mailing list to send it to and send it. **2.** **It's cost-effective.** Most systems charge a monthly fee, but this is offset by eliminating the cost for design, testing, printing and distributing printed newsletters. In addition, printed advertising usually requires a substantial amount of labour to be effective - email marketing can be successfully undertaken by a single individual. **3.** **It's informative.** Email marketing easily enables you to access dynamic information on the success of your marketing campaign. You can access exactly who opened the email, where they were when they opened it, what time it was opened, which links they clicked on, where the email was shared and which email addresses on your database did not receive the email. When followed up effectively, this information is extremely valuable. **4.** **It's immediate.** One of the major benefits of email as a communication tool is the short time between being sent and reaching the recipient. The majority of campaign response usually occurs within 48 hours of sending the email - a fraction of the response time of a postal campaign. **5. It's personal.** You can easily personalise each email sent so it's addressed directly to the recipient. **6. It's targeted.** You can segment your mailing list according to age, location, gender. You can also utilise data collected through previous campaigns to segment the list through previous links clicked on, interests indicated or products bought. **7. It's optional.** If people want to hear your message they will happily give you their email address. Then, if they choose that they no longer want to receive emails, they can opt-out at their discretion. **8. It's measurable.** The analytics on most systems will tell you how many people clicked on what link, how many times they clicked on it and give you a breakdown of who they are. You can use this data to find out where the most effective placement of links is on the page and what type of links are most popular, as well as looking at conversion rates. **9. It's interactive.** You can ask your recipients questions and set up polls - utilising email marketing as a feedback tool. Also, you can encourage your recipients to share links and other media via their social networks; further widening the reach of the email. **10. It's media rich.** You can include videos, games, polls, music, graphics and photos in your campaign, making it exciting, attractive and interesting to your customers and allowing you to retain their attention for longer. For more information about Bigwave Media's email marketing solution click [here](http://blog.bigwavemedia.co.uk/wp-content/uploads/2012/06/eCampaigns.pdf). --- ## 10 Social Media 'Don'ts' **1.** **Don't ignore complaints.** It's recently been reported in the press that many companies are struggling to deal with complaints that they get via social media. Strive to make your company the exception to this rule! Social media complaints are in no way trivial, they are public and anyone doing a search for your name has a chance of seeing them. Reply to the comment saying you're sorry that they feel this way and to email (provide a direct address) you so you can resolve the problem. Responding quickly suggests that your business is ultra-responsive and listens to what its customers have to say. **2.** **Don't delete other people's comments.** It makes you look like you have something to hide. Part of the beauty of social media is that it is supposed to be authentic and transparent - deleting comments undermines this. Treat negative comments in the way you would a complaint. Address the situation head-on and with transparency. This will earn you more brand loyalty and shows others that you believe in your product and service, you care about your customers, and you have nothing to hide. **3. Don't 'sell sell sell'.** You're on a social network after all! The purpose of social networking should not be to achieve direct sales; it should be to develop a community of people who are genuinely interested in your brand and what it has to say. This doesn't mean they will all spend money on your brand, but if they like what you say and share it with other people, then other people might. Ultimately, social media is about building trust in a brand. The more you communicate and create dialogues, the more you will personify your brand and start to grow a reputation in your area. **4. Don't ask people to share**. If you are posting high quality and interesting content, you shouldn't need to ask people to share it. Filling up your Twitter stream with 'please RT' messages isn't going to engage anyone, just annoy them. It may seem like a shortcut to build up your followers, but in the world of social media there's no such thing. **5. Don't make it personal.** If your Twitter account is under the name of your business, make sure you keep it professional. There's nothing worse than reading personal conversations when you have followed a company or brand to receive updates about the business. Obviously, if the Twitter account is set up under your name there's a different etiquette. However, it goes without saying that you still need to think carefully about what you're posting and how it will reflect on your brand. **6. Don't be rude or inappropriate**. This one may sound like a bit of a no-brainer, but it's surprising how many people post content that is insensitive or others may find offensive. Think about what you're posting and how your audience will respond to it. Also, your social media pages will appear on search engine results so it's not just your followers you're posting to, it's anyone who is researching your company, area of expertise, location - basically anything you can be identified with. **7. Don't sign up for every single social network**. It's better to represent your brand through a select number of carefully selected channels, and represent it well, rather than have an account on every social network under the sun and not be able to manage them properly. Choose 3-4 outlets, and sign up for a social media dashboard such as Hootsuite to make it easier to manage them. Don't sign up for something just because someone has said it's the 'next big thing'. Do some research; think about the purpose of the network and have a look at how other businesses are using it. If it's not going to add anything to your social media presence, then don't bother! ![](https://bigwave.co.uk/wp-content/uploads/2024/03/Social_Media_Explained.jpg)**8. Don't have the same strategy across all platforms.** Different social networks have different purposes - this seems obvious, but there is a tendency for companies to use the same strategy across all platforms. Whether this is to save time and resources or just lack of experience is irrelevant, but it is important that to acknowledge that each network requires different types of posts to engage followers. There's nothing wrong with telling each social network the same thing, you just need to tailor the information (see diagram!). **9. Don't forget your key messages.** Although posts for individual networks need to be different, your 'voice' needs to be consistent. Make sure your accounts include the same business information, have the same profile image and follow the same theme, both visually and in terms of content. Your key messages make up the basis of your marketing communications strategy - so don't forget to consider them whenever you send out any social media posts. **10. Don't underestimate social media.** And last, but by no means least, do not underestimate the power of social media! You never know who is looking at your posts at any specific time or who is searching for your company or name. Social media messages can be seen by an unlimited number of people, so think about what you're posting before you share it with the world! --- ## 10 Tweetable Twitter Tips for B2B Marketers Interesting article from *SocialMediaB2B.com - [click here for 10 twitter](http://socialmediab2b.com/2011/08/b2b-twitter-tips-marketer/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+SocialMediaB2b+(Social+Media+B2B) "Twitter tips for B2B")*[ tips](http://socialmediab2b.com/2011/08/b2b-twitter-tips-marketer/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+SocialMediaB2b+(Social+Media+B2B) "Twitter tips for B2B") --- ## 10th Exeter Business Games closes with bell boat racing **![](https://bigwave.co.uk/wp-content/uploads/2024/03/DSC09992-min.jpg)![](https://bigwave.co.uk/wp-content/uploads/2024/03/BWM00537-min-1.jpg)![](https://bigwave.co.uk/wp-content/uploads/2024/03/DSC00103-min.jpg)****The tenth annual Bigwave Business Games in Exeter came to a close on Friday 21st, with competing teams battling it out nautical-style in the highly anticipated climax event - bell boat racing.**Legal firm, [Michelmores](https://www.michelmores.com/), were crowned the overall victors of the Bigwave Business Games for the second year in a row, with [South West Water](https://www.southwestwater.co.uk/) coming in a close second and also winning the final event. However, the competition throughout the games was incredibly close, with all participating teams putting pedal to the metal in each event, eager to outdo their competitors. The atmosphere throughout the games proved electric - an energetic mix of competition, networking and spirited entertainment, all enhanced with the heady serotonin boost that only accompanies physical activity. Even the clouds dispersed for the showdown event, making the pints, pizza and splashing of oars all the more enjoyable. **More about the Business Games**The Bigwave Business Games is an annual not-for-profit competition taking place across Exeter and, for the first time this year, Torbay and Plymouth. 28 businesses from across the city put their skills to the test in five diverse events throughout May and June – bowling, touch tennis, clip n’ climb, mini Olympics, pub quiz and, of course, bell-boat racing. The games are proudly supported by ambassador Olympic runner, Jo Pavey, and raise money for The Exeter Foundation - an organisation which supports charities and projects across the region. Since 2009, the games have raised tens of thousands of pounds. The Exeter awards ceremony will take place in September where trophies will be awarded for the winner, the best newcomer, the most improved and the fairest players. With the Torquay and Exeter games out of the way, preparation is under way for the brand-new Plymouth games, which will also be taking place in September. **If you are interested in registering for the Plymouth Business Games, get in touch on 01392 492380 or [visit the website](https://bigwavebusinessgames.co.uk/).** --- ## 11 SEO terms explained in plain English Have you ever wondered what all of these SEO terms mean? Have a browse in our SEO glossary - these are 11 very popular SEO terms in reports, Google Analytics and across the web. ### **1. Backlinks** You may have heard this countless times in SEO reports and emails. Backlinks are literally just hyperlinks from other websites, pointing to your own website - 'linking back' to it so to say. They are important because they play a big part in most search engine's algorithms that decide how relevant a website is for the search term. Think of it like the mentions in an academic paper - the more it is mentioned, the more authoritative it is. ### **2. Canonical tag** This is an HTML tag that looks like this within the code of each page: <link rel=”canonical” href=”https://www.bigwavemedia.co.uk” />. It lives in the header of the page and it means that the current page has a 'canonical' version that should be viewed as the 'main' version of the page. These are useful when content on your website may be duplicate, for example. It is good to have a self-referencing one on each unique page - i.e. that there is no other version of this page anywhere on the website. These can also be used cross-domain but it is more complicated. ### **3. Meta title and meta description** These are again HTML attributes that appear in the code of the webpage. They indicate the title and description of the page that appear in Google, like so: ![](https://bigwave.co.uk/wp-content/uploads/2024/03/Screenshot_31.jpg)The blue title is the meta title and the text below is the meta description. Sometimes Google will rearrange or rewrite these, depending on the search terms, in order to show the most relevant page. ### **4. Robots.txt** This is a .txt file stored in the main directory of your website on the server. It indicates what the crawling bots of the search engines or other tools should do when visiting your website. For example, if you do not want certain parts of the website crawled and indexed, you can indicate this in the robots.txt file. You should be careful when editing this because a simple forward slash in the URL can prevent the whole website from being crawled. ### **5.SERP** This stands for search engine results page. It is the page that is displayed in search engines when someone searches for something! There are different elements to it, depending on what the search term is - e.g. hotels, flights, showtimes for movies, et cetera. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/SEO-SERP.jpg) ### ### **6. Sitemap** This is a list of all pages on your website, including the time they were last changed (if it is an XML sitemap). Sitemaps are very useful for both search engines and users because they provide a simple way to navigate around the website. ### **7. Keywords** You will hear me talk about keywords often. It generally means the topic, around which a page or article is structured. We are trying to match what people are searching for, to what our pages are about. ### **8. Bounce rate** Although not just concerning SEO, the website's bounce rate is an important metric within Analytics. It is the percentage of visitors to a particular website who navigate away from the site after viewing only one page. So, if your bounce rate is decreasing, this generally means that users are viewing more pages during their session. Beware of very low and very high bounce rates (below 20% and above 80%) - this often means that something is not working quite right. ### **9. White hat SEO** This is so to say, the right way to do SEO. It includes all methods that are approved by search engines and will not result in a penalty from Google. ### **10. Black hat SEO** These are methods that can get short-term results but are very risky! Search engines are getting very clever and can detect low-quality backlinks, link farms and keyword stuffing practices. ### **11. Headings (H1, H2, etc.)** Headings are pretty straightforward - these are tagged in your CMS, using HTML or your visual editor, to mark up the different sections of your page or article. It is important to have these and to include your keywords in them in order for users and the search engines to know how your text is structured. ### **12. Bonus: SEO!** I had to include this one because I get asked too often what SEO actually is and if it's worth it. It stands for search engine optimisation and, in short, it is a way to ensure that your website is found and crawled quickly by search engines so it can then be found and used by your potential visitors. SEO also ensures that it is presented in the best possible way. It takes a while to see results but they are long-lasting! I do hope this glossary helps in your quest for understanding the world of SEO! --- ## 12 things you only know if you work at Bigwave Some of us Bigwave veterans have seen our fair share of interesting things in this office. We’ve experienced joys, ups and downs and overall, some great times. Just think of us as the real-life version of The Office (but we actually work and take our first aid classes seriously). Here are just some of the things a non-Bigwaver wouldn’t know about the average Bigwaver’s existence. ##### **1. Campaign madness! You start to feel the pressure just that little bit more in the run-up to Summer and Christmas.** But learn how to relax again at our summer and Christmas parties. Fellow bigwaver’s can earn a little more love if they buy mini milks during the sweltering summer office hours ##### **2. Looking down from the glass meeting room and feeling all powerful. Mwah ha ha.** Somebody (correction: a big heap of people) isn’t adhering to the tidy desk policy! ##### **3. The Quay is the only place to start for a cheeky bevvie. But really, all roads lead to George’s Meeting House.** Although it’s a surprise any of us remember the journey at all… ##### **4. Radio X is essentially the soundtrack of our working lives** It’s not a popular choice. It’s not like Chris Moyles has a voice that can be easily blocked out. ##### **5. When you accidentally click the *documents* section on Proad (our internal workflow system)…** Might as well go and complete my ENTIRE YEAR’S work in the time this takes to load. ##### **6. Hack events.** If you want to see a Bigwaver with their claws out, this is the time. Competition is fierce, tensions are high. It’s all in the name of fun! Our Easter Egg hunt, in particular, is a much-anticipated annual event and a great way to learn more about the city. ##### **7. When someone in the office has the same first name as a client #awkward.** It’s never a good idea to rush an email without checking the *to* line first, as our account manager Larry found out the hard way… ‘has anyone had my Vaseline? ##### **8. On Friday 13th, Tom makes tea** Many moons ago, a tradition was born from Operations Director, Tom’s, inability to make tea for anyone but himself. Now, he must make tea for anyone that requests it on Friday 13th. So if you’re awaiting an urgent response from Tom, it might be worth checking the calendar… ##### **9. Being the one to discover a distinct lack of milk in the fridge…** Woe betide you if you’re the person who has to take a trip to McColls to get the next load. ##### **10. Working next to Fitness First** For the fitness bunnies amongst us, this is a fabulous opportunity to squish some gym time into their day - plus, you get an extra 15-minute lunch break and a corporate membership discount. For those of us who tend to put fitness off for another day (every day) it’s just another guilty reminder - amid myriad gym marketing collateral we’re working on - that we need to sort our lives out. ##### **11. Learning more in 5 minutes of walking through the door on your first day than three years of uni.** A personal interjection, if I may. When I finished uni, I didn’t have a clue what a CRM, CMS or API was (if I’m being completely honest I failed my IT GCSE). Now, I can quite niftily navigate a bespoke website build and use API’s frequently in my day-to-day work. I can even do some simple HTML if pushed. ##### **12. When a pigeon gets in through the window, that is a reasonable excuse to spectate said pigeon until it leaves** A wasp, however – that’s a different matter. Hats off to our #TeamBigwave family! --- ## 2026 Google I/O – Impact on search engine marketing Every year, Google holds its I/O event where it announces the latest releases and updates. This year was an anticipated one because Google has been particularly quiet about their AI offering, leading people to speculate that they may be working on something big! Well, it looks like they weren’t when it comes to Search. I will be focusing on Search which, in my opinion, has failed to deliver anything meaningful for the industry this year, despite Google’s best attempts at making us think so. We will be talking away the “hype” and looking at what has actually changed and how it will shape our search offering going forward. But first, a little personal note on the overall event. This event did release some seemingly interesting news overall and while I have plenty of opinions about everything, and some things on the hardware side appear genuinely interesting, overall, it didn’t really meet my expectations. Judging by the number of \[Applause\] placeholders that were never fulfilled, it’s fair to say that Google was a lot more optimistic about this one than the people attending or watching. I think Apple Insider probably captured this very well saying: “…over and over again, presenters paused for applause that just did not come.” And assuming the audience present at the event is likely some of the most engaged with Google, that is not a great start! This was also reflected in the poor view to engagement ratio on their YouTube video being among the weakest the event has had. Here are the changes that Google announced that might affect Search Marketing and SEO. ## **AI Mode and Overviews merged and upgraded.** A faster, more capable model handling AI Mode answers. They also merged AI Overviews and AI Mode into one flow, so you move from a normal query, to a results page with an AI Overview, to a follow up in AI Mode without leaving the page, and that part is live worldwide now. The practical effect is that AI Mode can do more in a single query, which encourages longer and more complex user inputs. Long-tail keyword volume keeps compressing as people do more research without clicking through to any website. As this experience gets better and more people start adopting it, traffic from informational searches will keep declining. Blogs and articles that were once the backbone of growth in SEO will not attract as much traffic anymore. This has been happening for the past 2 years or so as Google has been triggering more AI Overviews. The value of content marketing has undoubtedly declined or at least meaningfully changed. At Bigwave we shifted a long time ago to ensure the content our clients get captures traffic from Social, AI Referrals, and Search, supplementing some of the decline. We use content as a strategic asset to improve visitor experience, increase referral traffic and links and position the client’s website as a source of truth for both users and the AI that relies on it. AI has also given us additional leverage to create content that is more creative and diverse without breaking the client’s budget. The bottom line is that, as old channels constrict, new ones open! ## **Redesigned search box and what they forgot to mention** > Optimisation for clean head terms gets less useful, content that answers fully formed questions around well-defined topics, in plain language gets more useful. The new search box accepts text, images, files, videos and Chrome tabs as inputs. Queries get longer, more specific and increasingly multimodal in origin. GSC will keep showing the text portion of queries, but a growing share of search intent will arrive with reference material we cannot see, embedded in the Large Language Model. Despite everyone jumping on this as the definite “SEO killer”, Google **“forgot”** to mention that this search box is the entry point to AI Mode, **not a replacement for the standard search** field everyone already uses. This is very important because it means that most users will still search as usual and get the normal search results. So, is it all hype? No. It’s kind of like the “floating island” equivalent from Apple. It just makes things a bit better and drives more people to try AI Mode. ## **Generative UI and mini apps in search** AI Mode builds custom interfaces, tables, calculators, comparison layouts and dashboards on the fly, built on Antigravity and Gemini 3.5 Flash. Generative UI rolls out globally this summer, free for all users. Mini apps come in the following months for subscribers. Search can now generate the thing the page exists to provide. This is the one to worry about for any client with traffic to tools, calculators, comparison pages, interactive content or quite frankly a website. Realistically, it’s a matter of adoption and cost. Will Google afford to essentially rebuild an app or website from scratch every time a user asks for one? Will people be willing to wait for it? Will I be able to sleep tonight because of the heatwave? We just don’t know! What we do know is, people are comfortable and they don’t want to think about how an app should work or craft a prompt that will produce a reliable outcome or deal with the bugs that come with them. ## **How Bigwave has adapted** Generative UI changes the brief for a narrow band of pages, not the whole site. A calculator or comparison table that exists only to do a simple sum is exposed, because Search can build that itself. A calculator that sits inside real expertise and unique data, with the reasoning, the caveats and the local context that explain why the numbers matter will always be more useful to visitors than AI Search assembled from nothing. So, the work is to stop treating tools as the destination and start treating them as the hook. We’ve moved client interactive content towards pieces that earn the visit for a reason beyond the function, things that carry the brand, the judgement and a point of view no AI can replicate. The function gets people there. The thinking around it is why they stay and why the brand gets remembered and cited, ultimately benefiting overall marketing and SEO. The other practical change is feeds and structured data. If Search is going to build interfaces out of data, the brands with clean, accurate, well-structured product and service data are the ones it builds from. So, some of the investment moves from the front end and towards making sure the underlying data is good enough to be the source. ## **Personal Intelligence in AI Mode going global** Rolling out to nearly 200 countries and 98 languages, no subscription required. Once a user connects Gmail or Photos, AI Mode answers become personalised against their own context. Two users get different answers for the same query. Ranking comparisons across users stop being like-for-like, and first-party audience relationships (email lists, registered users, returning visitors) become more valuable because behavioural context shapes how a brand surfaces. The takeaway here is that the neutral SERP (search engine ranking page) we have always benchmarked against is going away. When AI Mode can read someone’s own email and photos, the answer bends towards their context, so two people asking the same thing see different brands surfaced for different reasons. Rank tracking still matters, but it measures less of the real picture than it used to. And as I said: “When one channel constricts, others expand!” so this just gives marketers more of a reason to get into people’s emails. What this rewards is ‘being known’! A brand that the user already has a relationship with, through a newsletter, an account, past purchases or saved content, has a foothold that a cold competitor does not. So the work moves a little further towards earning that first-party connection and not necessarily relying on a clean ranking position on its own. ## **Conclusion** So is the 2026 I/O a turning point for Search? Not really. It carries on the direction Google has been moving for two years, packaged to look like a leap. The model is faster, the box is bigger, the answers are more personalised, and the interface can build itself. None of it changes the fundamentals of what works, which is being a genuine source of value that both users and the AI reading on their behalf can trust. What it does do is keep narrowing the easy wins. Informational traffic to thin content keeps declining. Pages that exist to perform one small function get more exposed. Generic content that can be easily replicated gets absorbed into the AI answer and never earns the click. The brands that come through this are the ones with something a generated answer cannot replicate, real expertise, a clear point of view, clean data and a direct relationship with their audience. That has been our position for a while and nothing at I/O 2026 changes it. The channels shift, the tactics adapt, the work stays the same. **Be the source!** --- ## 3 Key Uses of Demographic Data Understanding consumer behaviour can be a challenging task, but demographic data can shed light on the factors influencing customers' choices. It helps businesses gain insights into whether location, age, gender, or other demographics play a role in their preferences. Armed with this knowledge, businesses can make informed predictions about future product demand and anticipate how customers are likely to respond. ## What is demographic data? Demographic data refers to statistical information gathered about various characteristics of a population, such as age, gender, income, and more. This data is instrumental in researching products or services, evaluating their market performance, identifying target audiences, and determining popularity across different regions. ## Collecting Demographic Data For Your Business Understanding your audience is crucial, and one effective method for gaining insights is by analysing the demographics of your website users. This valuable information about your customers can be easily obtained from website visitor demographics, with the most popular tool being Google Analytics. Google Analytics collects demographic data from users logged into a Google account, along with additional insights from third-party cookies and app data. While you can learn more about your website demographics by encouraging customers to create accounts and providing information during purchases, this approach may overlook visitors who don't convert. Another option is to utilise browser cookies to track user activity on your site, but this requires obtaining permission from visitors each time they access your site. However, In Spring 2021, Apple introduced the iOS 14 update, granting users the option to opt out of tracking technologies. This significant change has had a profound impact on the way Apple user data can be used to inform advertisers about their performance. Considering the vast global user base of approximately 7.33 billion people on Apple's iOS technology, the loss of data due to opt-outs has been critical for advertisers. Despite this setback, there are still solutions available. Facebook's Conversion API emerges as an alternative for advertisers seeking to gather user event data in compliance with privacy regulations. This API enables advertisers to directly send user event data from their website or mobile app to Facebook's servers. We have more information on conversion API tracking in our blog: [Conversion API Tracking: What You Need To Know.](/okf/article/conversion-api-tracking-what-need-know.md) Aside from your website, you can also gather digital marketing demographics from other sources. Social media platforms like Facebook and Instagram provide demographic details for business accounts, while LinkedIn offers site demographics through a free reporting tool. Additionally, studying how your competitor’s markets to specific demographics can yield valuable insights, especially when targeting similar consumer groups. ## 3 Key Uses Of Demographic Data In Marketing Leveraging demographic data is essential for businesses seeking to understand their customers better, predict market trends, and develop effective strategies for the future. ### To group customers based on variables including age, gender By grouping consumers using demographic data, it allows businesses to understand each segment, what they want and how they want it. It will help the business to market each product or service differently based on the consumer groups they are targeting and as a result, generate a more effective and lucrative marketing strategy. ### Businesses can use demographics to determine the next step of their growing business. By understanding what their customers are looking for, they would be able to determine things such as; whether would customers like a new location and if so, how far would they be willing to go out of their way to get there. They could also help to avoid making costly mistakes and this will help to push the business forward. The more tangible information you have to inform business decisions, the more likely they are to succeed. ### To customise products to specific consumer groups. Demographic data can be used to customise products by finding out what is wanted by consumers and changing the existing product to fit the desired outcome. The whole idea of customising products would be to save time and money on products that aren’t wanted or that don’t fit your consumer specification. Give Bigwave a call on 01392 492380 to discuss how demographic data can revolutionise the way you target your customers and discover more of our [SEO Services](/okf/page/seo-services.md). --- ## 3 reasons why your company should be utilising influencers as a marketing strategy Influencer marketing is swiftly becoming one of the best ways to build your brand online by raising awareness amongst your target audience, through those who are already a hit. ### **What is an influencer?** The “everyman, everyday endorser” has changed the way we market our companies to the world. But what exactly is an influencer and why are they so successful? Influencers can be described as social media personalities with very specific and, in some cases, very loyal audiences. They earn this large following through posting content that entertains, connects and inspires their followers. It’s this loyalty and respect from followers that make social media influencers one of the most valuable “tool” in the marketing industry. Their most powerful characteristic is that they can literally be anyone. Because of this, influencers can generate the conversations, the engagement and the trends your company needs to drive sales, building lines of communication you may not be able to achieve by yourself. ### **What’s the point?** So now you know what an influencer is, it’s time you learnt why they can be so useful in helping you promote your brand: ### **1. Authenticity** As stated previously social media influencers have a loyal following on platforms such as Instagram, YouTube, and the ever-growing TikTok. People are drawn to influencers because they are more relatable than celebrities. Due to their knowledge on a certain topic, e.g. fashion or travel, followers develop a sense of trust with the individual and the content they create. It’s this relatability that makes utilising influencers a perfect way to promote your company. Influencers are like the ‘trojan horse’ of online marketing. You have the ability to advertise your brand through someone who has a keen interest in what your selling and because people engage with what is being promoted, they’re often distracted from the fact that it is an advert which adds to the authenticity of the content. ### **2. Effective** Influencers can reach audiences that you personally may not have access to. Since the creation of social media, finding the right audiences has become increasingly difficult due to them being spread over a mass of platforms. Fewer and fewer people are engaging with adverts on the TV or in magazines. Consumers now have the choice to tune into what they want to see, when they want to see it, forcing brands to become clever with their marketing techniques – gone are the days of a “one message fits all” campaign! The benefits of advertising your products and company through an influencer are chipping away the need for some of the traditional advertising methods that tend to go unnoticed in the flurry of content we see day today. Instead, using influencers gives you access to an audience who believe that if the influencer supports the brand then it must be worth checking out – an audience who are already relevant, already engaged and are far more likely to take an interest. ### **3. Cost-effective ROI** > 71% of marketer’s believer influencer partnerships are good for business\*. Especially when nearly 74% of people trust social network to guide purchasing decisions. There are several ways to activate your influencer marketing strategy, but the most popular methods are gifting and paid. With gifting, you are giving away a product or service for the influencer to post about to their network – if you’re savvy here, you can find the perfect personality for your brand and utilise someone who has a loyal audience who are devoted to your sector – this enables you to reach a wide audience for the cost of a freebie… pretty good return on investment, right? Paid influencer marketing is more secure, however, as it will most likely involve a contractual agreement. Here you will pay the influencer a fee (and often freebie) for them to post about your brand/product – again, if you’re clever here, you can reach a huge audience for quite a small cost in comparison to more traditional advertising like TV or magazines. Plus, influencer marketing is 227% more emotionally intense and 87% more memorable than TV\*\*. So, by spending relatively little, you have the ability to get a lot in return. In fact, consumers exposed to an influencer ad before a TV, Facebook or YouTube ad from the same campaign are 58% more likely to feel positive towards the second ad and 47% more likely to remember the second ad\*\*. It’s vital to remember that in today’s society (and especially with a younger audience), other people’s opinions resonate far better than promotional brand messages, and consumers often need validation in the decision they make when it comes to purchases. So, influencer marketing is the perfect way to introduce your brand to those who may be either unaware you exist or just need encouragement to shop with you. ### **It's here to stay…** Whether you can understand why influencers are so useful or not they’re here to stay. From the significant ROI to the authenticity of using a real individual, working with influencers to promote your business is one of the most impactful things you can do this year and, in the years to come. So, what are you waiting for? Influencer marketing is something that could open new doors for you and if you’re ready to utilise it in your marketing strategy, we’re here to help! \* \*\* --- ## 3 Top Tips for Social Media Engagement Social media - can you remember a time when we didn't wake up and check Twitter or have a look at Facebook on our lunch break? In recent years it has undeniably been the hot topic for marketing that businesses can't ignore. But now everyone's set up those company Facebook pages and corporate Twitter accounts being the first in the industry on social media is no longer enough. So we've put together 3 basic tips you can start today to improve engagement - by that we mean, at a very basic level, getting people to respond not simply follow your account. That may be clicking through, a like, comment, share, retweet, reply?the list goes on. **1. Interact** Social is the key word - you need to listen just as much as you talk. So keep an eye on what people are saying not only about you but industry topics and when appropriate reply, get involved and have your input. If you have no one to reply to or little interaction pose questions, [ask for people's opinions](https://twitter.com/ActiveNland/status/518023135233589248) or [feedback](https://twitter.com/ActiveNland/status/518687185151995905) and start those conversations. A consistent hashtag will also make these conversations trackable and spread the word. Just remember people want to think they're talking to a person not a company so keep it informal not corporate. **2. Timing** Real-time marketing - it's the latest buzz word with digital marketing. Social media is immediate how many times have you found out the latest news from trends of Twitter before the 6 o'clock news? So it's fine to schedule those tweets monthly but if [something comes up](https://twitter.com/BigWaveMedia/status/505346916935532545) that's relevant or everyone's talking about be reactive and have your say, put your twist on it - just look at the success of [Oreo's tweet during the super bowl](http://www.marketingweek.co.uk/news/brands-quick-to-exploit-super-bowl-power-outage/4005570.article). If your followers or fans are interacting with you about this they will be exposed to the rest of your content. The timing of these posts is equally as important - when's the optimum time to post? Have a look at those Facebook insights and see when people engage the most or do it the traditional way and think about your audience - do teenagers check social media before 8am on a weekend? **3. Value and variety** Good content will always be key. You can do 1 and 2 all you like but if you're not providing your followers and fans with something worth reading, clicking on, or sharing there's little point. Sure, keep it informal but remind people how you can benefit them, spark their interest and give them a reason to read on. But social media is fundamentally about community it's not a sales pitch so vary your content. Don't constantly tweet to get new customers - keep your [existing ones informed](https://twitter.com/BurnleyLeisure/status/510141331822616576) - we all know retention is more economical than acquisition. This is where visuals can help, so post an Instagram of what's happening at you're business or how you're supporting a local event or [national day](https://twitter.com/simplygym/status/515408101936463872). So there you have it - how to kick start your social media engagement and improve that all important reach and awareness. And remember, if you're not sure how you're getting on, every social media channel has been getting on the engagement bandwagon with specific analytics and insights. Bigwave media offer a range of social media services from training, content, management and campaigns. To find out more **[get in touch](http://bigwavemedia.co.uk/contact-us)** or tweet us [@bigwavemedia](https://twitter.com/BigWaveMedia). --- ## 4 Google Tools that Support your Business Here at Bigwave media, we are always trying to make people more aware of the potential of the digital side of their businesses. A lot of companies have websites and that is as far as they go, but there is a whole other side to the web that can be used for boosting business, sales, and views. This isn't exclusive to online companies only. Anything from [your local garage](https://www.google.co.uk/webhp?sourceid=chrome-instant&ion=1&espv=2&ie=UTF-8#q=garages%20near%20me) to the [government](https://www.google.co.uk/webhp?sourceid=chrome-instant&ion=1&espv=2&ie=UTF-8#q=government) could be working more efficiently, using web software to help them. [Google](https://www.google.co.uk/?gws_rd=ssl#q=google) are a massive advocate for this and have a ton of services to help improve how businesses and charities function online. If you are a registered charity, you get access to many paid for apps for [free](https://www.google.com/intl/en_uk/nonprofits/join/)! Here's our pick of the best Google tools your business can get its hands on: **1. Google Analytics** So your website is live and on the World Wide Web, but is it doing what you want it to? And is it doing what your customers want it to? Using Google [analytics](http://www.google.com/analytics/) you can see exactly what type of people are arriving at your site, how many there are and what they are looking at. This can help you improve the website experience for these needs. If you have a lot of people reaching your site and not converting to sales, maybe you can make it easier for them to buy. If you have a lot of visitors from a specific geographic location then tailor your content around them. **2. Google AdWords** [Google AdWords](https://adwords.google.com/) gives you the opportunity to get more people involved in your site. Through paid advertisement, your website will show up when people Google search relevant keywords that you have assigned to your adverts (you only pay when people click through!). Google AdWords are great because you can give users a clear pathway from search to sale. If you tell people what they are going to get before they click, you get the double whammy of saving your budget for only interested users whilst also benefiting from an increased conversion rate. If your advert says "*Buy red shoes here*" and a key search you are targeting includes "*where can I buy red shoes?*" it is pretty safe to assume that everyone clicking through will already want to buy red shoes, you just need to give them that opportunity. Consider using price as a draw and you could be onto a winner. **3. Blogger** [Blogger](https://www.blogger.com/) is Google's blogging service. You can sign up and start writing blogs in minutes using a preassigned professional looking templates. What's great about this is that each blog post you write adds another page to the internet, which Google will crawl and link back to you. Also, if used properly you can gain a load of free backlinks to your own website and get your blog posts shared on social media. Reading these may be an entrance to your website for someone that would never find it normally. The key to blogs is to use them just to get people through the door. Your website can do the selling afterwards. All these links between the different systems are also important for SEO and clout. The more you are consistently recognised around the internet, the higher Google will place your web pages in search result rankings. **4. Google My Business** [Google My Business](https://www.google.co.uk/intx/en_uk/work/apps/business/products/ "Google My Business") is the service supplied by Google which puts your business fully into the cloud. It's all intended to connect you with Google and in turn, connect you with your customers. It does away with any paper or locally saved information and makes your company truly online. Included in this is [Google Mail](https://mail.google.com/), [Google Calendars](https://www.google.com/calendar), [Google Cloud Storage](https://cloud.google.com/), [Google+](https://plus.google.com/+bigwavemedia/posts), and more. It is available as a package or as single items, but one thing you can't do without is Google+. The web giant's social media platform tends to receive a lot of complaints from people saying it's not as good as [Facebook](https://www.facebook.com/bigwavemedia) or [Twitter](https://twitter.com/bigwavemedia), but what you have to remember is that it is all linked into Google. The location of your shop on Google+ feeds into Google maps; or the opening times of your museum feeds into Google searches; or the phone number of your cat hotel feeds into Google Mail Contacts. (If you have a shop or a museum or a cat hotel, that is. The results are all unique to each business owner!). Google are trying to get us all connected to improve the experience of online for everyone. Can you remember how you planned your journeys before Google Maps? It may be a bit of a leap and quite daunting moving to a new system and changing how your business works. But don't worry, Bigwave media offers Google-esque services from [Google Analytics training](http://www.bigwavemedia.co.uk/search-engine-optimisation) web implementation to [AdWords campaign set-up and monitoring](http://www.bigwavemedia.co.uk/social-media) to help you fully utilise Google and vastly improve your company's online web presence. For an informal chat about how to keep your website up to date and improve your online presence, please [get in touch](http://www.bigwavemedia.co.uk/contact-us) or tweet us [@bigwavemedia](https://twitter.com/BigWaveMedia). --- ## 4 rules for an effective Call to Action Every communication from your company to your audience should include a call to action – an immediate response you want users to complete. The call to action has a very specific goal – to get the user to click, call or email and complete a conversion. Encouraging users to act with a call to action needs to strike a delicate balance between funnelling the user towards your goal conversion, and offering more useful information to keep the user interested. Here are our key rules for an effective Call to Action: **Use an action-packed, urgent verb to start your CTA** Keep your call to action clear and concise – starting it off with a desired action will focus the user on your desired objective, and will also inform them of the next available steps now that you have captivated their interest with your content! E.g.: \- For an e-commerce website – start your CTA with words like ‘buy’, ‘shop’ or ‘order’ \- Promoting a newsletter or white paper? Start your CTA with words like ‘download’ or ‘subscribe’ \- Want the user to request more information? Use ‘Fill out our form for…’ or ‘find out how…’ Using the example of a newsletter, a call to action like ‘our newsletter is available…’ is not as compelling as ‘subscribe to our newsletter’. A more directive call to action will see better goal conversion rates. **Give the user a reason to take the desired action** Basically, what’s in it for them? Will it help to inform them, will they lose weight, save money? This will also tie in nicely with your value proposition, or unique selling point (USP). Your value proposition is critical in the creation of new leads, so having the CTA tie in with this will increase the number of prospects. Tagging a compelling offer onto the CTA will give the user more of a reason to click or enter their details. ‘Subscribe to our newsletter today and get 50% off!’ for example. This also capitalises on FOF (Fear Of Missing Out), as you are adding a time constraint on to the offer and the user will feel a sense of urgency to take advantage of it, before it runs out! **Use numbers where possible** Try experimenting with pricing information in your CTA – consumers respond well to seeing numbers such a pricing, discounts, promotions etc. It helps them to decide whether it’s worth spending the money on items they want. If a user sees the pricing in the ad, and continues through to the next conversion stage, then you know that they are still interested in the product or service that you are offering – and the lead is already semi qualified. So you have a valuable click/query, and an increased chance of generating a conversion. **Don’t be afraid to get creative** You’ve held the attention of the user throughout your content, now you want to hook them in towards your goal conversion. It’s important that you keep your CTAs fresh, in the same way that you do your content. Write them in the tone of voice of your company to keep in line with your brand identity. There is no formula to creating the perfect CTA – it will be a case of trial and error, so keep mixing things up and see what works. If you’d like some help on creating the right call to action for your business, or to write the content behind it, we can help! Give Bigwave media a shout. Visit our website or call us on 01392 492380. --- ## 4 Ways to prepare your Facebook page for the Christmas Holidays At this time of year, the word Christmas can send some people into a state of panic. But, despite being early November, fans will start searching business Facebook pages any day now, for seasonal offers, events and promotion information. Peer influence and social media are changing the way we discover and shop for holiday gifts, as consumers are increasingly trusting earned media over alternative forms of advertising. According to [Mashable](http://mashable.com/2013/08/21/social-media-shopping/), 65% of shoppers now tap social media looking for the perfect gift, with Facebook leading the social channel for influencing gift purchase at almost 40%. So, rather than waiting until you adorn your homes with festive trimmings, prepare your Facebook page now to make the most of these Christmas page visits. We have shared some ideas to help engage with your consumers and increase your fan base throughout the spirited season: **1. Add some Christmas Cheer to your Profile & Cover Photo** When visitors land on your Facebook page, the cover photo is the first thing they see. Whilst it is vitally important to choose an image that represents your brand, changing it to reflect current events, such as Christmas, will get your visitors into the spirit of the season! Using a complementary profile photo with some added holiday cheer, aids the simple and fun way to connect with your audience, by reminding them that celebrating the Christmas season is something you share. Remember, refreshing your profile and cover photo on a regular basis will also motivate consumers to check your page more often - Santa or no Santa! **2. Deck the Facebook Walls** Facebook recently updated their promotion guidelines, which now enables businesses to use their timeline to advertise. Christmas is a perfect time to take advantage of this and launch a creative, light-hearted, seasonal campaign, through the usual media of quizzes, photo contests and instant wins. Why not digitalise the season favourite advent calendar, by delivering daily prizes to reward and connect with your current and future Facebook fans. Anticipation and excitement will resemble opening a new window in their chocolate advent calendar! **3. Get in the Status Spirit** What's your most memorable Christmas moment? What's your favourite holiday song? Who's tired from searching the shops for that perfect gift? We all know that asking a series of questions is the fail-proof way of increasing Facebook engagement. Giving them a festive spin is yet another simple way of refreshing your business page. **4. Awake the Creativity of your Fans** A visual contest is a classic Facebook competition that encourages interaction. Christmas is a fantastic time to revive merry scenes, and expose your brand, by inviting people to upload pictures or video or their most creative snowman, and so on. To create a viral effect, organise a voting contest among your users as well as encouraging them to share their favourite image on their Facebook page. These four tips are just an insight into the numerous ways your Facebook page can be ready for the holiday traffic this year. If you want to run a creative [Social Media Campaign](http://www.bigwavemedia.co.uk/social-media) this Christmas, please contact our team now on 0845 643 2385 to discuss your requirements. --- ## 5 Benefits of a Strong Value Proposition Our aim through marketing is to create leads that can be developed into prospects, which in turn become buyers and then, hopefully, established customers. Following the [AIDA model](http://www.smartinsights.com/traffic-building-strategy/offer-and-message-development/aida-model/), this all starts with the initial **a**ttention that we seek from the customer, holding it long enough to gain their **i**nterest, creating the **d**esire to purchase the product and then converting this to the **a**ction of purchasing. One of the key factors in catching the attention of a customer is a strong value proposition. If written correctly and persuasively, the value proposition can also accelerate the subsequent stages. So – just what exactly is a value proposition? [Michael Skok defines it](http://www.forbes.com/sites/michaelskok/2013/06/14/4-steps-to-building-a-compelling-value-proposition/#4a5afa561f2c) as a **positioning statement that explains what benefit you provide for who and how you do it uniquely well.** Your value proposition is key to creating a competitive advantage, articulating why a customer should buy your product or service and not anyone else’s. In this article, we will explore why a strong value proposition is so important, and the benefits it can create for your organisation. **A strong value proposition:**1. **Provides the foundation for your offering.** A compelling value proposition will form the basis of and underpin all of your sales, marketing and product development efforts. The value proposition is also part of your overall business plan. 2. **Is a critical factor in conversion success.** A compelling value proposition could mean the difference between closing a sale, and losing it. It is critical to grab the customer’s attention and encourage them to read more about your product, rather than hit the back button. 3. **Creates a strong differentiation between you and your competitors.** If you are able to succinctly convey exactly what your product does, how it is right for that customer and why they should buy it in a way that your competitors are not – you’re immediately ahead of the game. 4. **Increases not only the quantity but also the quality of prospective leads.** Being transparent and candid about the product or service that you provide will mean that your customers are able to qualify their requirements with your offering immediately, saving time in their decision-making process. 5. **Helps your organisation internally.** It enhances your understanding of the competitive landscape - in order to write a compelling value proposition, you must first research your competitors and their offerings in order to differentiate yourself. It also rallies your teams to focus on working together towards a common goal. Here are [some great examples](https://www.impactbnd.com/blog/10-value-propositions-you-wish-you-had) of compelling value propositions. Spend time cultivating your value proposition, and you will start reaping the rewards! Bigwave media can help you with everything from writing a great value proposition, to ensuring that it is effectively communicated on a beautifully designed [website](/okf/page/web-design.md). Would you like to find out more? Contact us on 01392 492380 or say hello at . --- ## 5 easy marketing automation hacks Our recent Automation blog series has explored all things marketing automation. But how do you use these tools to get the most out of your effort? One easy way to do this is to use automation hacks. Whilst these aren’t cheat codes to instant success or revenue, they are easy things that any company can implement to help boost their growth. From small business owners to huge corporations, anyone can use effective marketing automation tools imaginatively to boost your company’s website traffic, acquisition, activation, and retention rates. Here are a few top hacks that we think can easily help you grow your digital marketing efforts. ### 1. Create super targeted content One of the best applications for marketing automation is a targeted content marketing strategy, such as email campaigns. Marketing automation lets you use any and all information you gather about your leads (such as needs, pain points, and triggers) and tailor your content to fit each individual. Think about it as if you were having a one-on-one conversation with them. This is too good an opportunity to miss, so definitely make sure that all email content sent out is deeply personalised, making the lead feel more special, more like your product or service will address their overall need, and more ready to buy. ### 2. Take advantage of email alerts Marketers are not mind readers, so it can be difficult to know at what point you should start contacting any new leads. Automation can help with this. Many automation software have alerts built in, which you can set up to go off for pre-defined things. For example: • When a lead attends one of your webinars or virtual events • Activity alerts when a lead visits your website or landing page • If a lead requests a demo or trial • When a lead watches a video on your website Striking whilst the iron’s hot can give your sales team a huge advantage. ### 3. Use drip campaigns to retain customers You’ve made a sale – great! But as most businesses know, the key is retention. It costs five times more to attract a new customer than to simply keep an existing one, so making sure your existing customers keep coming back for more could be key to your revenue growth. In other words, you want to keep people interested in your product or service long after they’ve made the purchase. Automation lets you use post-purchase drip campaigns to keep the conversation going. This could be anything from a simple weekly newsletter to tips on how to use your product. Keeping the communication channels open will make sure your customer remembers you and sees you as providing useful insight. ### 4. Nurture old leads into new prospects In an ideal world, every sales person would close every lead that makes it through the sales process. But it’s natural that some slip through. At any given time, a lead might lose interest or stop engaging. This actually is a great opportunity. You can move inactive leads into an automated re-engagement drip campaign, which will help revitalize interest in your company’s offerings. This is quite simple to set up with behaviour flows and automation technology, but could make a huge difference to your business. ### 5. Use what you know about your customers Information is all around us, including what behaviours leads and customers show. Learning something about a lead is fantastic, but you should never let that information sit and gather dust. Instead, you should use this knowledge to segment your customer base and customise your marketing message accordingly. Your segments might include: • Previous activity – whether they bought something, spent time on your website, looked at your pricing page, engaged with emails, etc • Personal information – such as name or location • Preferred products or services – what they’ve bought before or have spent time looking at Whilst this isn’t an exhaustive list of every single automation hack out there, these hacks are a fantastic place to start if you’re new to automation or want easy ways to oost your sales and marketing efforts. Implementing small and easy changes could be the key to increasing your revenue and growing your business. --- ## 5 Essential Google Analytics Statistics Google Analytics is a free resource which, when linked to your website, can provide a wealth of incredibly useful information about the visitors to your site. From things as simple as visitor numbers and search terms used to reach your site, to more complex data such as the monetary value of your social media referrals, Google analytics can answer a lot of questions about your website. Here are five statistics that you should be checking on Google Analytics. 1\. Mobile traffic ![](https://bigwave.co.uk/wp-content/uploads/2024/03/Unknown.png)Google Analytics can tell you what percentage of your web traffic is from a mobile or tablet device (you can even see which particular models have been used to visit your site if you so wish!). You may be surprised how much of your traffic comes from mobile sources. If it's more than you imagined, and your site isn't mobile friendly, now may be the time to re-assess this! 2\. Frequency and Recency ![](https://bigwave.co.uk/wp-content/uploads/2024/03/Unknown_1.png)The frequency and recency data is important if you want to find out how useful your visitors find your website. A high percentage of returning visitors suggests that they know to come to your website for a particular service or piece of information. Conversely, a high percentage of one-time visitors indicates that the information people are visiting your site hoping to find, is not there. The frequency and recency table collates how many time each visitor has come to your website, the total of page views looked at, and the percentage of the total the visits and page views make up. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/Unknown-2.png)This example shows that although 35% of visitors have just visited once, the majority have returned to the site: a sign of positive engagement. 3\. Goal setting There is a bit of a myth that goal setting is only useful for eCommerce sites; there are so many other reasons to set up goals. Basically a 'goal' is a way to track individual actions, such as someone visiting a set number of pages on a site. Each time a user completes a Goal, a conversion is logged to your account. You can see the Goal conversion rates in the Goal reports, and get further analysis in other reports such as the Visitor Report or Traffic Report. There are four different objectives you can choose for a Goal: **URL Destination**: This records a conversion when someone visits a specified location. So for example, if you have a form registering interest for a product or service, you could set up a Goal for the 'Thank you' page, which would track how many people had filled in the form. **Visit Duration:** You can set a goal for visits that last a specific amount of time. **Page/Visit:** You can set a goal to find out how many visitors go to a number of pages or screens in one visit. **Event:** This goal can only be set once 'Event Tracking' has been set up. Once this has been done, you can set up goals to record actions you've defined as an Event, such as a social recommendation or an ad click. To set one up, visit the admin settings and bring up your profile. 'Goals' is one of the headings in the menu. 4\. Bounce rate The bounce rate of your site represents the percentage of visitors who enter the site and then leave it, rather than continue to view other pages within the same site. The metric can be found on the landing page of Google Analytics, or Audience Overview in the menu. The bounce rate is often used to help determine the effectiveness of an entry page. An entry page with a low bounce rate means that the page effectively causes visitors to view more pages and continue deeper into the website. According to KISSmetrics, the average bounce rate for a website is 40.5%. As a rule of thumb, if your bounce rate goes above 60% you should be concerned that your website is not providing the information that your audience are looking for. If this is the case, take a look at your search referrals and what terms are being used to reach your website. If you have Google webmaster tools linked to your website as well, have a look at your keywords. This should give you an idea whether the content of your website is reflective of the service you provide, and whether you need to re-assess what's on there. However, a high bounce rate does not always suggest a poor performing website. For example, a visitor looking for the definition of a word may enter an online dictionary on that word's definition page. Similarly, a visitor who wants to read about a specific news story may enter a news site on an article written for that story. These example entry pages could have a very high bounce rate, but still be considered successful. 5\. Social media referrals ![](https://bigwave.co.uk/wp-content/uploads/2024/03/Unknown_3.png)If one of your objectives when using social media is to drive traffic to your website, you are able to track this on Google Analytics. You can also ink this metric with your goals. So for example, if you have a new downloadable document that you are only promoting through social media, you can set this up as a goal URL and precisely track how effective your social media marketing has been. For more information on the content marketing and analysis service provided by Bigwave Media please contact Simonbeer@bigwavemedia.co.uk. --- ## 5 game-changing video game marketing campaigns The video-game industry is expansive. A litany of genre types and artistic choices define what truly is an interactive and ever-evolving, creative medium. Similarly, the form in which video-game advertisements and marketing campaigns have taken shape has often been comparatively inventive. In an analogous sense, therefore, the advertisement of video-games is not only as dynamic as the industry that underpins it but can also be viewed as something not too dissimilar to other forms of advertising. What sets it apart, however, is the unique product that the advertisement is trying to sell. This article highlights the variety of methods used within video-game marketing campaigns as well as some of the most humorous, absurd and effective examples that resonated with me the most. ### ***It Only Does Everything’* – The Rise of Kevin Butler** Humour can be as understated as it is subjective. What may be funny to one individual may be gratingly annoying or outright offensive to another (apologies in advance for my terrible video-game related humour). Consequently, gambling your whole campaign (and blog post) around both a comedic personality and the delivery of their humour is riskier than quitting without saving your game. Simply put, you don’t know what’s going to be left of what you had once the dust settles. Therefore, when Sony launched their ‘*It Only Does Everything’* campaign for the PlayStation 3 in 2009, centring on the comedic persona of fictional Sony higher-up Kevin Butler, you’d be forgiven for thinking that the tech giants had made a severe marketing faux pas. Defying the odds in a similar vein to that of flagship protagonist Nathan Drake, however, Sony’s campaign and Butler in particular, proved overwhelmingly popular with audiences in the U.S. So much so in fact, that Butler, in turn, made appearances at Sony’s Electronic Entertainment Expo (E3) conference in the summer of 2010… *Who woulda thunk*? If you want to check out any of Kevin’s comedic chops, you can find a compilation of the ads below: ### **‘*The Million Dollar Pack*’ – You’d Better Start Saving** Limited and special editions of games are a dime a dozen in today’s hyper-commercialised sphere of publishers seeking to exact as much money from your bank account as physically possible. However, it’s probably safe to assume that nothing will ever compare, at least in terms of expenditure, to (bear with me on this one, it’s a mouthful), Saints Row 4’s ‘*Super Dangerous Wad Wad Edition’* (if someone wants to translate that for me, please feel free to do so), of which there was only ever one produced. Why? You may ask… because it cost $1,000,000 to purchase and came bundled with everything from plastic surgery to a Virgin Galactic space flight. Again, you may be asking… why? To which I respond, ‘why not?’. Learn about all of the other crazy stuff included with the game [here](https://www.theverge.com/2013/8/10/4608848/ludicrous-1-million-saints-row-iv-special-edition-includes) It truly is the epitome of absurdity and I kind of love it for that. ### ***\#4ThePlayers*’ – The Launch of The PlayStation 4** The introduction of new hardware is an anxious period for any company seeking to attain its piece of the pie that is market-share. Nowhere is this more apparent than during the launch of next-generation hardware and this was noticeably apparent during the fall of 2013 which saw both Sony and Microsoft release their PlayStation 4 and Xbox One systems respectively. To gamers, there could only be one winner and five years down the road, it’s quite evident that Sony has been the victor. With over 91 million units sold as of January this year, PlayStation has stampeded the opposition and has sped past its primary rival faster than even Sonic could imagine doing so. While the demise of Microsoft’s Xbox is multi-faceted and this article is not the forum to discuss the complex nature of its downfall, what needs to be highlighted is Sony’s marketing campaign preceding the launch of its next-generation hardware. The company’s ‘*\#4ThePlayers’* campaign focussed on what its audience wanted: games, games, and more games. While Microsoft and its new Xbox One were frequently maligned for its lack of focus, the PlayStation 4 and Sony’s marketing push delivered exactly what a new video-game machine needs in order to succeed and that’s new titles as well as audience hype and excitement. Check it out: ### ***'It's-a me, Mercedes!’*** Hold on! You’re telling me I get to write about Mario Kart at work? I must be dreaming… In reality, I have Mercedes-Benz to thank for this smaller entry. I’ve been playing Mario Kart for more hours than I care to admit and thanks to the German automobile manufacturer I can now do so in style. … As if I wasn’t doing so already. ### **‘*Long Live Play’­* – The Power of Nostalgia** Don Draper of Mad Men fame has several monologues throughout the series, however, none may be as memorable and as efficacious as the one found in the first season episode ‘*The Wheel*’. “Nostalgia - its delicate, but potent… In Greek, nostalgia literally means ‘the pain from an old wound.’ It’s a twinge in your heart far more powerful than memory alone…It goes backwards, and forwards… it takes us to a place where we ache to go again”. Nostalgia is powerful and infectious, often overwhelmingly so and another Sony PlayStation advertisement perfectly encapsulates this sentiment. The *‘Long Live Play’* marketing campaign drew on its fanbase’s nostalgia for its mascot characters and flagship franchises, to rekindle a spark that may have faded. Our aching desire to reminisce, re-experience or relive the past is an emotive concept. It’s bittersweet and tender, something you long to know once more, yet dare tarnish for fear of staining what once was, at least in your own mind, perfect. The video-game marketing campaign drew on this sentimentality wholeheartedly and is an effective example of advertisement within the industry as a result. ### **State of Play** I’m not brave enough an individual to predict exactly where the future of the video-game industry is heading and in turn, what precisely the industry’s marketing machine will inevitably churn out. Perhaps a Netflix-style streaming service where games both old and new are available to stream for a set monthly fee. Maybe that’s too farfetched a notion, a pipeline dream. However, if playing video-games is made easier and Google succeeds in its goal of making video-games more accessible, streamlined and more widespread with the forthcoming release of its [*Stadia*](https://www.bbc.co.uk/news/technology-47623414) platform, who’s to know what is to come? Just as Google seeks to change the game, so too may we be on the precipice of a new way to advertise these products, one perhaps better suited to the streaming-based infrastructure that’s being firmly laid as an early foundation for what may truly be the future of playing video-games and the future of the industry as a whole. --- ## 5 Golden Rules of using Social Media at work With the rise of smartphones and the increase of available social networks, social media policies are becoming more difficult to regulate. However, recent research has shown that only 5% of employees consider social media their biggest distraction; suggesting it may not be the problem that many employers consider it. In fact, when used correctly, employees using social media can be a very effective promotional and communication tool. Here's a set of Golden Rules for employees to use social media in a professional manner: **If you have other work to be doing, don't go on social media.** Although using social media at work in some circumstances is acceptable, it's easy to while away hours looking through photos on Facebook or your Twitter news feed. If social media isn't your priority, do whatever else is instead! Apply the same rules you would if you wanted to make a personal phone call or send a personal email. **If you are going to post on social networks during your working day, keep it work related.** This doesn't necessarily have to be posting about your job or company - sharing and discussing news articles that are related to your profession shows that you're genuinely interested in your work, for example. If you want to post something personal, post it in your personal time. **Build connections within your business community.** Use Twitter and LinkedIn to join the online community of your profession. Try and build a following that's a combination of your persona and the company's. If you can do that successfully, you will have an obligation to interact with your friends and followers, because it enhances the company's profile. **Remember that you're an ambassador for your company.** It is not professional to post derogatory comments or confidential information about your workmates or company. Once you've posted them, they are on the web forever. Remember that people actually see your posts and even if your workmate doesn't see it, it's likely that someone else will. Think about what you're posting before you post it - it's a cliché, but if you wouldn't want your parents to see it, then don't post it! **If your company says don't use it, then don't use it**. Although many companies are becoming more flexible in terms of social media use, for some it's a black and white issue. If you work for one of these companies, it's probably best to listen to them - there's no point risking your job over a tweet! --- ## 5 Important Things To Consider With Mobile Technology Although mobile marketing is quickly becoming an essential part of integrated marketing strategies, some of the technology available is not as straightforward as other recent marketing developments, for example social media. Don't let this put you off! Mobile technology is a quickly developing area with huge growth potential. And as more and more people go about their day-to-day online activity on their mobile devices, there are more opportunities for marketers to take advantage of this. Here are 5 things to consider when making the move into mobile marketing: **Create for the user** • Consumers should have a clear understanding of the purpose of the mobile offering and why it will be beneficial to them. • You are marketing to people who are likely to be 'on-the-go' - give them what they want, when they want it. The content should be compelling with a clear call to action. • Mobile users have different needs to people who access information on a PC or laptop. For example, they may be looking for information and are likely to need to access it quickly. **Choose what information you want to 'mobilise'.** Determining what content is best to mobilise is easier if you can identify information that has one or more of the following characteristics, (although these categories are by no means exhaustive): • Information that is time-sensitive: This is usually new information that is essential to be communicated in a short time frame so your customers can conduct their business or your employees can execute their jobs. • Information that is timing-dependent: This differs from time-sensitive information in that it may not be new but it is needed at a specific place and time. **E-mail** There has been a 33% growth in people accessing emails from mobile devices between March 2011 and March 2012. Therefore, when sending out e-mails and e-marketing it's important to take into account the people who are reading it from their smartphone or tablet. • Design: The orientation of the screens is likely to be portrait rather than landscape, particularly on smartphones. Obviously, the screens will be a lot smaller as well so text needs to be fairly large. • Touchscreen: Pressing a button with your finger rather than a mouse is a lot less accurate and it can be very frustrating to click something and be taken to a page you didn't mean to go to. Therefore - click-through links need to be a decent size! • Subject line: There is even less space to read a subject line on smartphones and tablets, so subject lines need to be short and still grab the attention of a potential reader. **Data and content size** Although most mobile devices have the ability to connect to wi-fi, the reality is that most of the time people will be using their mobile devices using data connections. In the UK, 3G data transfer is constantly improving, but it is still much slower than using the internet and reliant on signal available. Therefore, the size of the content is a vital consideration with mobile marketing. When sending attachments, it is not as easy to send or receive multiple and large files to and from mobiles. Images, for example, need to be compressed enough to ease load times on slower mobile connections. On the other hand, not all devices that have the capability to connect to the internet will be able to upload images. Messages need to be clear and make sense without the corresponding image. Also, all mobile devices have different screen resolutions - therefore images need to be high quality enough to not appear distorted on higher resolution screens. **Security and Privacy** Security and privacy challenges on mobile devices are an area which is still being explored. However, mobile devices pose new security challenges such as how is data stored? What if the device is lost or stolen? Research has demonstrated that people are already cautious about using their phone for secure transactions, such as online shopping, with a survey showing that 21% of respondents said they would be comfortable to buy, but in reality, only 8% did. The best way to approach security with mobile technology is to err on the side of caution. Web applications running on mobile devices have the same security issues as any other web application, with the added issue that the devices are far easier to steal or lose. There has been a 33% growth in people accessing emails from mobile devices between --- ## 5 Reasons to use an Infographic Infographics are an amazing tool for conveying information in a quick and effective way. They combine knowledge with a sharp design, making it a means of sharing data in a visually pleasing and entertaining format. Here are 5 reasons why you might want to create one: 1. **They make complicated things quite simple.** The majority of people are visual learners. So combining text and numbers with images can be very helpful at getting points across more effectively. 2. **They look nice**. It can be hard to capture your audience with black text on a white background. With an infographic you can add images, charts and graphics and you're able to be really creative with how you present information. 3. **You can draw attention to the right bits.** In the fast-paced world we live in, being able to highlight the bits of information that you want to stand out is an important. With infographics you can use different sizes, colours and shapes to draw attention to any pertinent information. 4. **Content can be recycled.** You might have written a blog post, a press release, a news item, distributed a leaflet and posted it on social media but if you create an infographic, the information or story is instantly given a new lease of life. 5. **People love to share them.** They're easy to understand and fun to look at, so infographics have the potential to be great for creating links and viral marketing. If you post your infographic on your website and share it from there, you'll drive traffic back to it when you post on Pinterest and other social media. We recently created this infographic for our client [Finesse Leisure.](http://www.finesseleisure.com) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/53249_Finesse_Infographic_v5-scaled.jpg)If you're interested in having a bespoke infographic designed, our design and digital teams at Bigwave Media can work together to create one. Contact lukesimpson@bigwavemedia.co.uk for more information. --- ## 5 Reasons Why Content Marketing is So Effective Content marketing is a great approach for engaging with your customers. It's a marketing process used to attract and retain consumers by consistently creating and curating content relevant to your industry or market. The aim is to provide the customer with information about why your product or service is good and that your business is credible, leaving the customer to decide if it is right for them- if the content is good enough, it will persuade them that it is! Content marketing is tipped to continue to be one of the top marketing trends for 2016, not least by content marketing powerhouse [Red Bull](http://www.redbullmediahouse.com/), who through a focus on extreme sports and action has turned its brand into more of a lifestyle category than an energy drink. Conversely Equinox's [Q](http://q.equinox.com/) taps into the luxury gym network with a website full of recipes, tips, hotel room workouts and interviews with notable sportspeople. Here are five reasons why content marketing is so effective. **1. Engagement throughout the customer journey** Our aim through marketing is to engage with the customer and influence their decision to purchase a product or service. Good content accelerates the purchasing process by providing richer information to customers, showcasing a company's expertise and evidencing how you can meet their needs. It also allows a business to stay connected to the customer and provide support before, during and after the purchase. **2. Building your brand** Content marketing builds on an organisations tone of voice. Content is personal to your company, and reflects the organisations culture, target market and customer base, which in turn builds brand loyalty. You can read our guide [5 ways to build a strong brand](http://blog.bigwavemedia.co.uk/content/2014/5-ways-to-build-a-strong-brand/) for more information on this. Content marketing allows companies to react in real time, provide increased transparency to customers and create a strong brand identity. It can make your brand an authority on your subject. **3. Increasing traffic to your website** Updating the site with frequent, relevant and high quality content will give the site a positive impact on search rankings. When content receives attention, links within the articles can drive the reader to other pages on the website, keeping the reader on your website for longer.[ Optimising the SEO and keyword research for each content piece will mean it has a higher chance of appearing in results](http://www.bigwavemedia.co.uk/search-engine-optimisation "SEO and Keyword Research") and being shared by people, which also in turn allows a higher number of people to discover your site and bring traffic back to it. **4. Increasing customer retention and loyalty** All too often, focus on the customer ends once the purchase has been completed, and they drop off the radar. Content marketing continues the engagement with the customer, providing them with relevant updates and news. L'Oreal uses [Makeup.com](http://www.makeup.com/) to keep their existing customers engaged, providing beauty tips and tutorials for using the latest makeup, without overtly pushing their own products. Content marketing is one of the best ways to reduce churn and improve customer retention. **5. Staying ahead of the competition** Most organisations are strapped for time and often marketing output tends to be reactive rather than proactive. Dedicating time to curating content and researching your industry will provide you with relevant and up to date market knowledge on current and upcoming trends, which can also be used to inform business decisions. It can also help you to get to know your demographic better and familiarise yourself with the changing needs of your customers, giving you a competitive advantage. [Bigwave media](http://www.bigwavemedia.co.uk/) offer a range of marketing content services from training and content management to campaigns. To find out more, please get in [touch](http://www.bigwavemedia.co.uk/contact-us) or tweet us @bigwavemedia. --- ## 5 reasons why featuring a blog on your website can be advantageous for your business Blogging was once a dominant online platform for personal expression. However, businesses have since leveraged its power to establish and enhance their online presence. Alongside the rise of social media marketing, blogs provide the opportunity to share your expertise and knowledge with a larger audience. However, they are often viewed as time-consuming and pointless: who even reads them? But sharing interesting content can go a long way. Here are 5 reasons why we believe a blog can be advantageous for your business: **1. Communication Device** A blog adds a new dimension to your marketing communication, relaying informal messages, accomplishments or important business news. This keeps clients and customers up-to-date, whilst adding a human aspect to your business. **2. Market Research Tool** Thanks to widely available, inexpensive or free analytics tools, you can quickly measure which of your posts are generating the most interest. This can improve your marketing messages and provide an insight into which products and services can be created or developed. **3. Brand Builder** An active business blog can show that your company is one step ahead of the industry, by writing about relevant new trends and key business news. If completed well, this can project the personality of your organisation, build credibility and demonstrate your ability to lead. **4. SEO Benefits** A well written blog post can attract a vast number of visitors from search engines by ranking for a number of keywords. These visitors can then be directed to your business website for increased traffic and awareness as well as potential client/customer acquisition. **5. Illustrates Reliability** Trust and reliability are rare and valuable possessions online that can take a significant amount of time and effort to be earned (although still may never happen!). A regular blog demonstrates your commitment to your readers, which in turn will make it easier to accomplish your online goals. To chat about featuring a blog on your website or to view examples of a blog, please contact Simon Beer at --- ## 5 steps to being more sustainable in Exeter --- ![](https://bigwave.co.uk/wp-content/uploads/2024/03/Helena.png) Helena Jones is a Medical Sciences student at the University of Exeter and our Digital Marketing Intern. Hailing from Birmingham, Helena is pursuing a career in Operations Consultancy and getting as much practical business experience as she can. --- The issue of sustainability is hugely important us as Bigwave media. We have therefore put together seven easy steps to help you develop more sustainable habits. ### **1. Shop zero waste** Supermarkets are responsible for producing 1.5 tonnes of consumer plastic packaging annually and it is estimated only 30-45 per cent is actually recycled, the rest being deposited in landfills and our oceans. Whilst there is an argument for the use of plastic for keeping food fresher for longer there are many food products producing a huge amount of plastic every year unnecessarily. Zero waste shops are a simple way of reducing the amount of packaging we use, the concept is simple: bring your own containers, take however much you need then when you run out simply bring back the container and refill. Local zero waste shops in Exeter: #### **Nourish of Exeter** Magdalen Road, EX2 4TA Located on Magdalen Road Nourish is the second storefront opened by local business women Sarah Martin. The Exeter store boasts an impressive range of cereals, grains, pulses, dried fruit, spices, teas and confectionery. There is even a range of sustainable toiletries, cleaning products and biodegradable food packaging. #### **[The Real Food Store ](http://www.realfoodexeter.co.uk/)** Queen Street EX4 3SB Conveniently located in the city centre, the real food Store is founded upon a local community of suppliers and producers. The store provides most things you would find in your local supermarket from locally sourced fresh fruit and veg, meat and fish, toiletries, fresh bread from local bakers and a larder for your none-perishables. This is a great option for those trying to reduce packing across their weekly shop, it is also nice knowing you’re helping support local communities. ### **2. Minimise commercial waste** This one is a win-win for both you and the environment. We're all aware of the tonnes of food discarded every day by restaurants and eateries, in fact, for every meal eaten in a UK restaurant nearly half a kilo of food is wasted. On a local level, many initiatives aim to tackle this issue in Exeter, for example, student volunteers take leftover food products from campus food outlets to local homeless shelters. But there are now ways that everyone can get involved... #### **[Too Good To Go](https://toogoodtogo.co.uk/en-gb)** Too Good To Go is an app which aims to sell on food from local eateries which would have been wasted. At the end of the day, restaurants predict what they will have left over and post on the app with a time for collection. App users can login and see what food is available, purchase it online for a heavily discounted price (a whole tray of sushi worth £25+ for £3) and then go pick the food up at a specified time. It’s early days so there are only a few participating food outlets in Exeter, but as the popularity grows this is set to increase, following suit to other cities including London and Birmingham. Not only is this a great way of preventing food waste but you can have delicious restaurant standard food at a fraction of the price. ### **3. Cut down on meat** Over the past two years, we have become more aware of the detrimental effects the meat and agricultural industry has on the environment. The industry accounts for 25% of all CO2 emissions worldwide and is a major source of pollution, water and land use. Scientists have recommended a plant-based diet in order to more sustainable and to meet the growing food demands of our ever-expanding population. Luckily for those who live in Exeter, there is a vibrant selection of plant-based and vegan cafes to choose from making it easier to make the switch, whether you’re just trying to cut down on your meat consumption, do ‘meat- free- Monday’ or go fully vegan. #### [**The Plant Café** ](https://twitter.com/theplantexeter?lang=en) Cathedral Yard EX1 1HJ Located in the city centre The Plant Café has been serving vegan and vegetarian food for over 13 years. The café aims to deliver nutritious, home cooked meals and with outside seating, you can enjoy your delicious plant-based lunch whilst admiring the beautiful historic cathedral. #### **[Rabbit](https://www.rabbitvegancafe.co.uk/)** Well Street EX4 6QR Located in the cities student residential area Rabbit is a 100% vegan café offering both a breakfast and lunchtime menu. The café’s unique selection of home-made vegan cheeses and delicious cakes has made them immensely popular with locals, their reputation even earnt them a place on Peta’s list of Top 12 Vegan Sweet Treats across the UK. #### **[The Flat ](https://www.theflatexeter.co.uk/)** 142 Fore Street EX4 3AN When you fancy a takeaway but still want to maintain a plant-based diet The Flat has you covered. The pizzeria offers a modest selection of vegetarian and vegan pasta and pizza to eat in or take away, all pizzas are freshly prepared from scratch using ethically sources ingredients creating a rustic, artisan pizza. ### **4. Reduce your carbon footprint** To reduce the dominance of cars, Exeter City Council has introduced many initiatives you can get involved in, the widest spread of these being Co Cars and Park and Ride. #### **[Park and Ride](https://www.devon.gov.uk/roadsandtransport/parking/park-and-ride/)** Park and ride is a service running throughout the South West where city commuters park at car parks in the outskirts and catch a bus into the city centre, this lowers the number of cars going into the city releasing harmful emissions. Parking is free, fares are cheap and buses run regularly making it a far better option than driving. There are three park and ride locations which have services to Exeter including Honiton Road, Matford and Sowton. For more information visit the Devon County Council website. #### **[Co Cars](https://www.co-cars.co.uk/)** Co cars allows you to hire low emission cars by the hour. With all the public transport options available there is no need for a car if you live near the city centre especially for students who make up a large portion of Exeter’s population however for the odd journey where driving is the only option co cars provides the perfect solution. By opting to use co cars instead of having a car in Exeter you are helping reduce the number of cars on the road and slow-moving traffic jams, a major contribution to pollution. Once you have booked Co Cars vehicles can be picked up from destinations all over the city making it a convenient as well as eco -friendly. ### **5. Buy local** Buying local can dramatically reduce your food miles: distance from where your food was sourced to your plate lowering your carbon emissions. There are many stores offering locally sourced produce in Exeter so it is a really easy step to take to be more sustainable. #### **[Eat Your Greens](https://eatyourgreensexeter.co.uk/)** Sidwell Street EX4 6NN Eat Your Greens is a family-run fruit and veg store located on the main high street, their wide variety of fruit and veg is sourced from local farms with each location clearly displayed so you know exactly where your food is coming from. They also offer a veg box scheme where you can have boxes of veg delivered to your door on a weekly basis. #### **Recycle** Figures from the Devon Authorities Strategic Waste Committee show recycling rates Exeter have declined in 2018. Many waste products which end up in landfill could still be recycled so it's worth keeping updated with your local recycling centres. [The Exeter City Council website](https://exeter.gov.uk/bins-and-recycling/recycling/recycling-from-home/what-can-i-put-in-the-bin/) is a great source of information on what you can and can’t recycle and where. #### [**Embrace second hand - Sobeys**](http://www.gandystreetexeter.com/sobeys) Gandy Street EX4 3LS With the rise of online shopping fast- fashion has become a major environmental issue, producing low-quality clothes from none-biodegradable materials, transporting these clothes to the UK then back and forth to our houses is a major contributor to global CO2 emissions and pollution. To be more sustainable it is advisable to shop second hand, this doesn’t necessarily mean trawling through charity shop rails, vintage fashion stores offer a huge range so you can shop ethically whilst still fashionable clothes. In the city centre, Sobeys offers a vibrant selection of vintage clothing and accessories. The store aims to provide budget friendly, high quality, vintage and reworked clothes whilst trying to follow current trends. With its huge variety, it is a great place to start for those who are unsure about vintage shopping. --- ## 5 Steps to Effective Email Marketing Despite a surge in new methods of delivering B2B and B2C marketing messages, email campaigning remains a strong contender in the line-up for the most favoured marketing communication channel, with 68% of marketers agreeing that email marketing is core to their business. However, creating an email campaign which overcomes the hurdles of bouncing, being left unopened and failing to entice the recipient to click content links can be difficult to achieve. We've put together an infographic explaining five vital steps to consider that will help your email campaigns stand the best chance of success amongst the 123 billion emails that are sent each hour: ![](https://bigwave.co.uk/wp-content/uploads/2024/03/66514-Big-Wave-Email-Infographic-v2-31-scaled.jpg)Here at Bigwave media, we offer a[ fully incorporated email marketing system](http://www.bigwavemedia.co.uk/emarketing) that lets you send, track and report on your own email campaigns. Our bespoke, eye-catching template designs can be filled with your own content and used again and again. To find out more, [get in touch](http://bigwavemedia.co.uk/contact-us) or tweet us [@bigwavemedia](https://twitter.com/BigWaveMedia). Sign up to our monthly newsletter, The Board by [subscribing via our homepage](http://bigwavemedia.co.uk/). --- ## 5 Tips to Increase Conversions From Email Campaigns Even though social media platforms are how many of us communicate, emails are still an integral part of our social and working lives. Emails may be one of the oldest tools known to the web, but there are no signs of them becoming outdated. Did you know that in 2020, around the world [we sent and received an estimated 306 billion emails](https://www.statista.com/statistics/255080/number-of-e-mail-users-worldwide/)? In 2025, this is expected to reach over 370 billion per day. One of the main reasons is because email marketing is still flourishing. Email marketing ROIs (return-on-investments) for every pound spent is £35.41, [according to a survey conducted in 2020 by marketers.](https://www.statista.com/statistics/283067/return-on-investment-roi-for-email-marketing-in-the-uk/)Emails outperform social media marketing and online ads as they generate these impressive ROIs, boost brand awareness, reach audiences of all ages and kinds, and grow customer loyalty. However, not all email campaigns reach the highest of heights, and there is always room for improvement so you can increase your conversion rates. Check out our five tips on how to increase conversions from your email campaigns below. ## **Use a strong call-to-action & subject line** A strong call-to-action is necessary to get email subscribers to take action. Whether that’s to purchase a product or click a link to a converting landing page. Whatever the reason you need subscribers to act, your CTA must be as clear as possible. You can do this with a small body of content or a button so enticing they can’t not click on it. Another important field to fill out is your subject line, which can include a CTA. In your subject line, you must engage readers with words that produce an element of curiosity, urgency, relevance, value, or emotion (**the CURVE principle**). Personalising subject lines are also effective, including relatable or local information for your subscriber. ## **Create mobile-optimised campaigns** Nowadays, people use their mobile phones more than any other device. In fact, [53% of emails are opened on mobile](https://www.litmus.com/blog/53-of-emails-opened-on-mobile-outlook-opens-decrease-33). When you can access your social and work life all in one place, why not? Emails are easier to read and digest from a mobile device, and they can be accessed on the go. To increase conversions via mobile email campaigns, you should create short subject lines, provide white space, write short concise copy, use large fonts for visibility, add visible links, reduce the size of images to increase loading speed, and use bulletproof CTA buttons. ## **Use double opt-in** Asking your target audience to double-opt-in, which is essentially asking them to click on a confirmation link to confirm they have signed up for your newsletter, ensures that your mailing list includes real people. In turn, this means your emails will avoid ending up in spam folders, and it increases the likelihood of subscribers engaging with your emails. ## **Improve your segmentation strategy** Evaluating your data is one of, if not the most important element of email campaigns. To increase your conversion rates, you must have knowledge of your audience and their behaviours to maximise the chance of generating leads and therefore, conversions. Segmenting your mailing list generally includes analysing previous responses and past purchases. However, there are other ways you can find out more. These include surveys and strategizing a sales funnel to evaluate the different methods of communication the subscribers from the top of the funnel to the bottom require. There are many ways you can segment your list from demographics to interests, behaviours, psychographics, and their email interaction data. After segmentation, you can decide who needs prompts such as abandoned cart messages which push people to purchase a product. Personalised and tailored email campaigns created via segmentation will increase relevance for your subscribers and helps retain and engage them. ## **Organise your mailing list regularly** Believe it or not, cleaning your mailing list regularly is beneficial to your engagement rate as inactive subscribers can be detrimental to campaigns. Chasing leads with no interest is a waste of time and does not generate leads or conversions. Instead, that time can be spent on retaining loyal customers. To clean up your mailing list from bots and inactive users, remove all duplicate addresses and inactive subscribers. As time-consuming as this may sound, it is worth it, and there are several third-party tools available to help speed up the process. --- So, there you have it. Five tips on how to boost conversion rates from your email campaigns. As a full-service marketing agency, we have a host of experts at the ready to help you achieve your business goals. Whether you require help in [email marketing](/okf/page/email-marketing.md), [paid media](/okf/page/ppc-exeter.md), [lead generation campaigns](/okf/page/lead-generation-campaigns.md) or [conversion optimisation](/okf/page/cro.md), we do it all. [Contact Bigwave Marketing today](https://bigwave.co.uk/contact/) to find out more. --- ## 5 Tips to Keep your Social Media Content Concise and Compelling Keeping your social media content concise and compelling is one of the key elements to a successful online presence. Not only has this proven to increase engagement, but it also gives the opportunity for hyperlinks to be set which means more traffic towards your website. Here at [Bigwave](http://www.bigwavemedia.co.uk/) we have supplied some tips on how to keep your social media content concise and compelling: **Establish a tone** Establishing the tone of your business and retaining it through every social media platform is a necessary step for any business with an online presence. Changing tone could often lead to confusion about the [brand image](http://blog.bigwavemedia.co.uk/content/2014/5-ways-to-build-a-strong-brand/). Remember: no matter what you post, everything will directly reflect your brand- so be careful! Try not to mix up your tone too much. For example, if your business is using a formal tone on [Facebook](https://www.facebook.com/bigwavemedia) but purposely making grammatical errors to save space on [Twitter](https://twitter.com/bigwavemedia), this would keep content concise - however it would not be consistent with the brand that you are trying to convey. **News articles** News articles are an excellent way to provide your audience with current content which is not only relevant to them, but also to the services that your business provide. By publishing news articles, it will allow your audience to continuously keep in contact with you. Publishing the recent trends within your business sector also keeps you and your audience up to date. News articles can be kept concise as you only need the main title with a link to the relevant page. Therefore these posts are suited to [Twitter](https://twitter.com/bigwavemedia) as they should fall below 140 characters. However, make sure that you do not link subscription only articles as these may not be accessible to your entire audience. **Call to action** Like us here at[ Bigwave](http://www.bigwavemedia.co.uk/), you may struggle to compress what you have to say into 140 characters - but don't give up! If you are struggling for words, the tip is not to give too much detail out in each post. Simply entice people to click on the link provided - this is a great way to drive traffic to your website. Shorter tweets have been [proven](https://blog.bufferapp.com/optimal-length-social-media) to generate 17% more engagement, so why wouldn't you make your tweet short and sweet? **Photos** A photo can say a thousand words, especially on social media. In fact, using photos on social media generates twice as much engagement than posts with no photos. This is a revolutionary way to communicate with your audience in 140 characters and even on [Facebook](http://www.facebook.com/bigwavemedia). Using a photo not only catches the user's eye, but it also takes up more space on a timeline, which means that your audience are more likely to stop scrolling and look at your post. **Lose pronouns** The golden tip for providing concise social media content is to have conviction. Often, the word limit simply isn't large enough for the use of pronouns (i.e. I, me, he, she, you it, that, they, who, etc) in every post. Think newspaper headline style - this will particularly come in handy when using [Twitter](https://twitter.com/bigwavemedia) with the dreaded 140 character count. Following these tips should help you to keep your social media content concise and compelling. [Bigwave media](http://www.bigwavemedia.co.uk/) offer a range of [social media services](http://www.bigwavemedia.co.uk/social-media) from training and content management to campaigns. To find out more, please get in [touch](http://www.bigwavemedia.co.uk/contact-us) or tweet us [@bigwavemedia](https://twitter.com/BigWaveMedia). --- ## 5 Ways to Build a Strong Brand Every business dreams of it and many would argue that it's the key to market survival, but creating a strong brand can be a tough nut to crack. An effective logo and design, although essential, are just some of the ingredients needed to create a strong brand identity. Here are five pieces of advice to help turn those initial sparks into a bonfire. **1. Have conviction** Get to the point. "This is who we are"; "this is what we do"; "this is who we do it for". If you can't explain these fundamental points in one clear and concise statement, how can you expect your customers to understand your brand? Think 30 second elevator pitch as opposed to a 30 page document. Time is valuable. Short. Snappy. Statements. Will. Suffice. It may sound simple, but putting together a brief mission statement (whether you choose to publicise it or not) can be a great way of fine tuning what you're all about, even if it's just for your own reassurance. Be proud of your USP's and your customers will reward you with respect, loyalty and - if you're really good at it - advocacy. Hand in hand with conviction is sticking to what you're good at. Don't try to please everyone or you'll be at risk of becoming a vanilla brand and your company values will go out the window. Be specific when targeting and segmenting your audience by using demographic, geographic, behavioural and even psychographic methods. Yes, you may be limiting yourself to a smaller audience, but this often pays off and your brand will develop a far more loyal customer base than any one-size-fits-all Average Joe. Some of our leisure clients choose to target students and low-income segments by positioning themselves as "budget" gyms. At the opposite end of the scale are clients who choose to target a higher-income audience, therefore using a "luxury" positioning strategy. You can't be both at the same time - so pick one and stand proud! **2. Be memorable** Give that little extra something. Respond to feedback. Show how much you appreciate your customers. By looking after the details, this can dramatically improve your overall brand equity and give your customers a reason to remain loyal. Just as one negative comment can have a detrimental impact on your reputation, think of the flip side: the smallest kind gesture can go a million miles in the eyes of the customer. Set your standards high: personalise, tailor your service where possible and address your customers by name. Think outside the box every now and then. One example we've witnessed was a company director who put life-size cardboard cut-outs of the Duke and Duchess of Cambridge in his office to remind his customer service team to speak to every customer as if they were royalty. Perhaps this is extreme - but if it gets results, it's worth it. The same goes for rewarding and thanking your customers: who can argue with a complimentary token of appreciation? These touches will be the carrot to tempt your audience into experiencing your brand further, creating intrigue and curiosity. Your design, brand name and logo are excellent ways to make your customers instantly recognise you. Ask yourself: is your branding meaningful? Does your logo have a clear link to your values and brand name that your customers will instantly "get"? Our designers work closely with clients to ensure that their existing branding and values are prominent throughout their latest campaigns, as well as remaining consistent across all channels (website, social media and printed work). **3. Differentiate** All of that said, the previous point means nothing if you don't know who your competitors are or what they have to offer. You could be pulling out all the stops to perfect your customer experience and create a memorable brand, but if your direct competitors are offering the same "extras" that you thought were your USP's, then your competitive edge will suffer and so will your customer base. In business everything is relative, so do your research. What is the demand for your product/service? Where do you fit into the market? How can you turn your competitor's weaknesses into your strengths? Position yourself effectively and the gap between how you *want* to be seen by your customers and how you are *actually* seen by your customers will become closer. **4. Know your customer** So, you've done your competitor research and you know where you sit in the market, but if you don't research customer needs then you're missing a trick. You may see yourselves as "the most luxurious facility in the southwest", but that holds no value at all unless your customers agree. Ever heard of the expression, "beauty is in the eye of the beholder"? Well, a brand is only in the eye of the customer. You can influence your audience to have certain beliefs and feelings about your brand, but the final say is with the customer. That is why the following information is so fundamental. LISTEN! This is the number one piece of advice for keeping your customers truly satisfied and well on their way to becoming brand advocates, flying the flag and telling all their friends about how brilliant you are. Have these questions in mind: what do your customers want? How can you fulfil their needs? What would they change about you? This last one is crucial and brings us to the final point. At Bigwave media we listened to customer feedback and invested in an online proving system to improve and speed up the client proofing system. Great feedback led to a great service improvement. **5. Stay Fresh** This is where many brands fall flat. Complacency is extremely dangerous in a world of constant movement and innovation, so paying close attention to market changes and working hard to stay ahead of the game is absolutely vital in order to survive. Don't be ignorant towards the needs of your customers, and certainly do not underestimate the ability of your competitors or market advancements. As successful as you may become, never assume that you're safe. We've all heard of the expression of "becoming a boiled frog". There is no such thing as a "finished product" in terms of creating a brand - the market is constantly evolving and so should you. Remember the previous point about a brand being in the eye of the customer: this is what makes monitoring and evaluation so important. Ask for feedback, swallow your pride and take a knock to stand up higher. If your sales start to decline or customers are gradually disappearing, don't bury your head in the sand; you may be in need of a shake-up, whether it involves updating your logo or undergoing a total rebrand. [Bigwave media](http://www.bigwavemedia.co.uk/index.php) is a creative marketing agency working with clients across the UK. To discuss your brand or how we could mystery shop you services please contact us on 0845 643 2385 or complete our [contact form](http://www.bigwavemedia.co.uk/contact-us). --- ## 5 ways to customise your Facebook page As most businesses are fully aware, having just a website is no longer a strong enough web presence. Participating in social networks, including Facebook, is a valuable way to connect with prospects and customers and share important content. However many companies find it difficult to stand out from competitors and achieve their desired unique manifestation. This issue is exacerbated when Facebook restrictions and design limitations make it difficult to easily, and freely, customise your business page. We think the following 5 tips can individually brand your Facebook business page: **1. Claim your vanity URL** Ensure your Facebook URL is recognisable to make it more identifiable and easier to share with other. In most cases, your business name is the most simple and effective solution. Alter your username at [https://www.facebook.com/username](http://www.facebook.com/username/ "https://www.facebook.com/username"). **2. Get creative with your images** Visual stimuli tends to attract more visitor attention, so if used effectively, it can be a perfect way of providing more information about your company. A well-presented image will scream professionalism, showcase your brand, generate interest in your page and impress your fans. **3. Create custom tabs** Take full advantage of your tabs (Views & Apps) to effectively accommodate all your Facebook contests under one roof. Eye-catching thumbnail pictures, names and content such as events and customer stories provide a richer user experience. Traffic to various business links including websites, apps, blogs and other social media networks can be encouraged, delivering better results. **4. Schedule posts** Scheduling posts for delivery allows you to be in control of your content despite being away from your computer. The time period most convenient for you to use Facebook may not coincide with the peak time period your target market will be online; therefore the post scheduler provides the opportunity to efficiently engage with audiences. **5. Target your posts** If you have some Facebook posts that may not be relevant to your entire networking audience, you can customise your viewing settings to segment posts. Using this feature to limit posts to fans in a certain location or language can lead to increased engagement and better results. Bigwave Media can help with Facebook, and other social media marketing. Please contact for more information. --- ## 5 Ways to Gain Honest Customer Feedback Honest customer feedback which can be absorbed, acted on and ultimately used to stay ahead of competition is one of the most powerful devices at an organisation's disposal. Capture the true 'voice of the people' and you've struck gold. However, overcoming the obstacles associated with encouraging customers to open up can be challenging. Here are 5 key ways to acquire that all-important customer feedback: **1. Incentives** Your customers' time is valuable, so providing them with something in return will maximise interest. Whether you opt for a standalone prize - for example the chance to win a free personal training session, or something for each participant - for example a complimentary hot drink whilst they fill out a survey, both options are likely to sway their willingness to participate. Why not use it to your advantage and hand out company branded sports flasks for additional exposure? Whatever you choose, be creative. **2. Online Monitoring**You don't always have to ask. The wonders of online conversations on social media platforms and review sites alike create a window of opportunity for a spot of eavesdropping. Do some digging: check up on your company's Twitter mentions, keywords and relevant hashtags. What are people saying about you? This indirect approach is one of the easiest ways to gain truly honest customer opinions. Listing your organisation on TripAdvisor and using its [Review Express](https://www.tripadvisor.co.uk/ReviewExpress) email facility to pro-actively encourage visitors to write a review is also a highly effective method of gaining honest feedback. **3. Surveys**Whether your [survey](/okf/page/surveys.md) is conducted online or using feedback forms in person, timing is key. If you **are** planning to approach customers face-to-face, pick a moment immediately after a customer has experienced your product or service so that it will be fresh in their mind. If the opportunity to fill out a 10 minute survey arises on their lunch break when they have just walked into your facility, they are likely to be rushed and uninterested. Think about **how** you ask. Make the questions as clear and concise as possible, whilst also avoiding the use of leading questions such as "How have our personal trainer sessions benefited you?" - opting instead for, "What are your thoughts towards our personal trainer sessions?" **4. Customer-facing staff** Your greatest source of information about day-to-day customer reactions, personal conversations and first hand experiences of situations involving customer satisfaction comes from the people who deal with them first-hand. By addressing the subject of customer feedback at regular staff meetings or keeping a record which can be updated as events occur, you are able to keep track of situations as they arise - straight from the front line. **5. Mystery Shoppers**If you can't gain feedback from 'em, join 'em. [Mystery shoppers](/okf/page/marketing-consultancy.md) provide a professional, impartial service, putting themselves in the customer's shoes to experience the overall customer journey for themselves. This is the crème de la crème of customer satisfaction methods. The mystery shopper will operate as a critical friend and deliver thorough reports that will enable your company to find out exactly what you want to know, whilst bypassing any potential issues related to gaining feedback from real customers. And don't forget... **Combined Effort**All five of these methods carry great benefits for gaining invaluable customer insight. By varying your approach to include a combination of channels, feedback facilities and timings, you are more likely to gain a representative feedback sample - ultimately strengthening its credibility. Here at Bigwave media we offer a range of services to help you gain customer insight and illicit that all important customer feedback including mystery shopping, design and business development. To find out more **[**get in touch**](/okf/page/contact-us.md)**, or tweet us [@bigwavemedia](https://twitter.com/BigWaveMedia). This year we are also launching Insight 2015, a new series of marketing and customer insight seminars, designed to provide attendees with the tools needed to enhance the customer experience decisions they make. --- ## 5 ways to get the most out of InDesign *Dan Tofield, one of our senior designers, gives 5 valuable tips for optimising use of InDesign.* **White lines on your PDF?** If you are getting white lines on your PDF and want them to be removed before sending to your client there is an easy fix that normally works. All you need to do is export the PDF as Acrobat 5 or later. Typically these white lines are only display errors from the transparency flattening and do not print. You can check these lines by opening the PDF in Photoshop; the white lines should not be visible now. **Master Pages** Master pages are a great time saving tool when designing a multipage document and are perfect for repeating headers and footers, watermarks, graphical shapes and page numbering. Instead of inserting the information time and time again on each individual page you can insert them just once on the master page(s). The content on the master page will appear on every page within the document, saving plenty of time. To use master pages, go to the Pages panel and double-click on the page next to the words A-Master. Automatic page numbering is the most important part of Masterpages to avoid numbering errors. First of all, go to your master page(s) (as explained above), create a text box where you would like the page number placed then go to type>Insert Special Character>Markers>Current Page Number. Next, do the same for the adjacent page; it's that simple! **Find/ Change** This tool is a massive time saver, especially when working on a document with multiple pages or with large amounts of text. It works really well when looking for errors, such as double spaces or amending a word that has been spelt wrong throughout a document. To use this function go to edit>Find/Change then type the word you are looking to correct in the FIND space and the word you are correcting it with in the CHANGE space. There is also a 'Change All' feature that could save more time. However, I would highly recommend not using this and going through each change, as the changes you make might move words on to the next line and potentially alter text layout over several pages. **Preflight** This is an essential tool, which can help stop embarrassing and potentially expensive errors. It's great for customising to your exact needs too. At Bigwave Media the key elements we check for are missing links, missing fonts, RGB photographs, RGB and spot colours, imagery less than 300dpi, overprinting and overset text. To add a new profile simply click on the preflight tab then the down arrow in the top right. Then to define profiles, you then need to click the plus button (New Preflight Profile); finally you can rename the Profile and choose all the boxes you wish to have checked. Having the preflight on all the time can significantly slow your machine down, so just remember to only turn it on when you finish the piece you're working on to check for errors. **Shortcuts** Whether using a PC or an Apple Mac, InDesign has many of the same basic keyboard shortcuts as Photoshop and Illustrator have, which are a great way of speeding up your work. Some of the following shortcuts will work in other packages such as Microsoft Word and Excel. Screen Mode (Between Normal and Preview)w\[\[+cell\]\]Scroll around the screenSpace Bar\[\[+cell\]\]Constraint Proportions (Hold Shift while pulling corner handle)\[\[+cell\]\]Cut(Command X/Ctrl X)\[\[+cell\]\]Copy(Command C/Ctrl C)\[\[+cell\]\]Paste(Command V/Ctrl V)\[\[+cell\]\]Paste Into(Command, Alt V/Ctrl, Alt V)\[\[+cell\]\]Paste In Place (Command, Alt, Shift V/Ctrl, Alt, Shift V)\[\[+cell\]\]Export/Pdf (Command E/Ctrl E)\[\[+cell\]\]Package(Command, Alt, Shift P/Ctrl, Alt, Shift P)\[\[+cell\]\]Place(Command D/Ctrl D)\[\[+cell\]\]Print (Command P/Ctrl P)\[\[+cell\]\]Select all(Command A/Ctrl A)\[\[+cell\]\]Group (Command G/Ctrl G)\[\[+cell\]\]Ungroup(Command, Shift G/Ctrl, Shift G)\[\[+cell\]\]Move Object Forward(Command \]/Ctrl \])\[\[+cell\]\]Move Object Back(Command \[/Ctrl \[)\[\[+cell\]\]Move Object to the Front(Command, shift \]/Ctrl, shift \])\[\[+cell\]\]Move Object to the Back(Command, Shift \[/Ctrl, Shift \[)\[\[+cell\]\]You do not need to know them all its all about knowing the ones that will help you increase your working speed. --- ## 5 ways to use mobile technology in marketing Smartphones have revolutionised the way we communicate in recent years and as the technology improves and becomes more affordable, more people have been able to buy into it. And buy into it they have - approximately 145 million smartphones have been shipped to market in 2012 so far. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/iphone.jpg)Between March 2011 and March 2012, the number of messages seen through mobile devices rose by 82.4% . This suggests that more people are using their smartphones to perform tasks such as reading and responding to e-mails, social media and shopping that, until recently, were only available through PCs or laptops. Smartphone users spend on average 5 hours a week browsing the web on their phone and even more time on mobile applications . It can be assumed that this is often done in 'spare time', such as during a train journey or on a lunch break, which would suggest that users are probably more 'sticky' - spending longer on each site. This presents several interesting and potentially lucrative opportunities to marketers; here are 5 suggestions: 1\. The most obvious is the creation of an 'app'. The content and appearance of this would be similar to that of a mobile website; however the member would have instant access to it through a branded button on their homescreen. Apps are extremely popular with smartphone users and tend to be used more than web browsing. For example, many smartphone users download the Facebook app instead of using the mobile version of the website. It offers a better experience for frequent activity, which makes the small time investment of searching for and downloading the app worthwhile. It also adds value by tying into the phone's mobile capabilities, such as making it easy to take a photo and instantly share it with friends. Bigwave Media has recently created an app for one of our clients, aspire Sports and Cultural Trust. Download the app for yourself [here.](http://www.aspiretrust.org.uk/app) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/aspire_app.jpg)2\. You could also set up a mobile version of your website. This involves changing the website so it is more compatible with mobile browsers; often configuring the design into one column like the example below. As well as simplifying the design, content is often condensed on mobile sites to make it faster to load. Having a mobile version is advantageous for members as it makes it easier to access content, for example timetables, latest news or booking forms. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/mobile_2.jpg)![](https://bigwave.co.uk/wp-content/uploads/2024/03/mobile_site.jpg)3\. For a more immediate and less costly foray into mobile technology, QR codes are a good place to start. QR codes are similar to barcodes - symbols with data encoded in them, most often for a webpage. Smartphones often have QR scanners or the capability to download a scanner. Users scan the code with their phone camera and it links them directly to the encoded webpage. More and more often, QR codes are being placed on traditional marketing materials such as leaflets and posters to provide a link to further information online. [Click here](http://blog.bigwavemedia.co.uk/content/2012/a-beginners-guide-to-qr-codes/) for some creative ideas and advice on how to use QR codes. 4\. With 8 trillion text messages sent globally in 2011, text messaging remains one of the most popular methods of communication. SMSonline is a system that Bigwave Media have developed to enable clients to utilise text messages to communicate with members. This system enables businesses to send text messages either from the company or from a specified number to any number of people at once. This function could be used for marketing; and the ability to narrow down the database by age, gender or interests, for instance, allows users to target specific groups of people with different campaigns. Users could also use the system to send out information, such as changes in opening times or prices; or confirmation and reminders of bookings and appointments. 5\. Most smartphones have GPS and social networks such as Facebook and Foursquare have taken advantage of this. Users can 'check-in' to their location and share it with their friends and followers. Businesses have started to use this feature as a promotional tool. For example, offering a gift or other incentive if somebody shows they have checked-in on Facebook or Foursquare. Encouraging people to 'check-in' is a way of increasing Twitter and Facebook followers as it is posted to all of their friends and followers. Smartphone technology is evolving - and quickly. The Samsung Galaxy S3 has recently been launched, it is expected that a new iPhone will be released this year and other brands are rapidly extending their smartphone ranges. It probably won't be too long until swiping a membership card is replaced by swiping a mobile phone, all class bookings are made via a mobile app and well, who knows what else! Contact for more information on how Bigwave Media can help your business with any of the products mentioned. --- ## 6 reasons to use text messages to benefit your business SMS marketing has quickly become one of the most effective weapons available in the marketing arsenal. Many different organisations are now using text messages to communicate, from the NHS for check-up reminders and gym class cancelations to school closures during bad weather. Here are 6 reasons why these companies are using SMS messaging as marketing, and why you might want to think about it as well: 1. **Reach.** Statistics show that 92% of adults own a mobile phone. Most of this 92% keep their phone within reach 24hours a day 7days a week, on average staring at their phone 150 times per day! That works out to be once every 6.5 minutes whilst they are awake. 2. **Direct contact.** Text messaging could be the closest you come in the information-overloaded digital marketing world to a guaranteed read. SMS allows you to reach customer wherever they are at any time in the day. The average email is opened 48 hours after it is sent, but the average time it takes to open a text message is just 4 minutes after it being sent! 3. **Business tool.** Text messages can be sent for a number of different reasons, for example reminding a customer when the class or appointment they have booked is. This is not only helpful for them in reminding them what time their class is, but also an opportunity to incorporate a link or send another text if the customer for some reason can no longer make the class. This could help reduce the number of missed classes as well as giving the customer a much more personalised service. 4. **Specific Target.**When a customer chooses to opt into the service they could highlight what other areas they would be interested in receiving information on, allowing the business to target them with marketing relevant to them. This is known as narrowcasting; instead of making the message available to everyone it narrows down to be very customer specific and relevant.What are the benefits? You know exactly who you're talking to, so it's easier to engage them - you know what they're interested in and can tailor the information to suit the individual. 5. **Low Cost.** Sending bulk SMS messages is very low cost. Although it may seem more expensive than sending out emails, when you compare to the open rate of emails and text messages the price may seem more appealing - who doesn't open texts?! 6. **Control.** You can control when your messages are read. As most text messages are read within minutes of them being received, you can schedule the message at specific times in the day to create the best return on the message. For example, a restaurant could send a promotional message just before lunchtime when people are still hungry and are thinking about what to have for lunch or tea. Now you have an idea of how SMS marketing can benefit your business or if you're still not convinced get in contact with Simonbeer@bigwavemedia.co.uk. We can run through things in more detail and get your SMS campaign under way! --- ## 6 Ways to grow your LinkedIn Connections Our last post addressed the rise (and undeniable importance) of social media engagement; but what happens when you need to reach clients using a far more targeted and in-depth approach? LinkedIn provides an online network specifically for businesses, which allows you to really get stuck into current activity within your industry - and - as your connections grow, so will your online presence. We've come up with 6 key ways you can go about expanding your list of connections. **1. Engage your employees** Your first port of call for growing your connections list is right on your doorstep. Give your loyal employees a real reason to connect with you as opposed to just being another box to tick when filling their own LinkedIn profile. LinkedIn's Best Practices Blog states that "Employees are 70% more likely to engage with your company updates." Use this to your advantage and provide useful content that will encourage them to spread the word amongst their own contacts - after all, who better to help promote your company, than your company! **2. Get talking!** By *regularly\** (note italics) starting conversations and becoming involved in LinkedIn discussions, you will naturally boost your SEO ranking, direct crucial audience members towards your profile and gain credibility in your field. Speak out about the industry, current news topics and your company's views and your business network will come to life. \*Let's address this issue of *regular* activity. Noticing that the most recent 'monthly' post on a LinkedIn company page was from July 2008 is a huge warning beacon for profile viewers that you aren't worth following. Remind your connections that you haven't vanished off the face of the earth by keeping your content up to date - and make sure that your profile settings are switched to "notify your network", or all your updates will go under the radar! **3. Join groups** For privacy reasons, LinkedIn does not allow its users to connect with people who have no existing contacts in common with them. By joining groups of interest, LinkedIn will allow you to start connecting with other members of the group as well as following and contributing to relevant discussions. For example, if you are in the leisure industry, joining the "Fitness and Health Professionals" group will allow you to connect with any of its 56,564 members and receive daily or weekly updates centred on the topic of health and fitness. Keeping up to date with competitors and what's going on in the industry can keep you ahead of the game and provide you with inspiration for your next engaging post? **4. Showcase** LinkedIn offers a great facility which enables you to clearly map out your business structure to prospective contacts. Users will be able to easily connect the dots between parent companies, partnerships, trusts, and other business relationships. Take advantage of this. The more backlinks the parent company creates between its subsidiaries, the more each party will benefit from shared connections. **5. Presentation** Make the most of LinkedIn's key features and fill your profile so that no stone is left unturned when inputting your company information. Use your branding where possible - especially in your profile icon, so that users experience brand continuity across all of your online platforms. Treat your page as if it is your website and your brand identity - and your network - with thrive. **6. Promote** Finally - be bold and venture outside of the LinkedIn bubble. By distributing your LinkedIn profile across various channels; your email signature, prominent locations on your website, other social media profiles and any promotional activity you become involved with; you can start to create vital backlinks which will direct more users to your profile. Bigwave Media offers a range of social media services from training, content and management to campaigns. To find out more [**get in touch**](http://bigwavemedia.co.uk/contact-us), tweet us [@bigwavemedia](https://twitter.com/BigWaveMedia) or follow our very own [LinkedIn profile](https://www.linkedin.com/company/big-wave-media?trk=biz-companies-cym) for all the latest. --- ## 60 key take-aways from the Government Sports Strategy The Government has published is [sports strategy](https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/486622/Sporting_Future_ACCESSIBLE.pdf), aiming to tackle flatlining levels of sport participation and high levels of inactivity in the UK. The strategy outlines the Governments plans and vision along with what is expected of the sector to deliver this, and how it will support it in getting there. It follows a public consultation run over eight weeks, from 4 August until 2 October 2015 to canvass views from the sport sector and all other interested parties to inform the development of this new sport strategy. **Weighing in at 84 pages, we've pulled together 60 of the most salient points. So grab a cuppa and have a skim:** 1\) Funding changing away from how many people play sport but how sport can have a meaningful and measurable impact on improving people's lives. 2\) Sport England remit to engage with youngster to lower from 14 year olds up to 5 year olds up 3\) Working with and sharing UK sport expertise with governing bodies of non Olympic sports 4\) Active people survey replaced with Active lives - focus on how active people are rather than how often they take part in sport. The new arrangements will run in parallel with Active People for 12 months to enable a smooth transition, and then Active People will stop. 5\) New governance code mandatory for all sports bodies receiving public funding from 2017 6\) 5 fundamental outcomes at heart of new strategy: physical health, mental health, individual development, social and community development and economic development. 7\) Sports Business Council created to develop a new business strategy that helps support growth, improve access to finance and develop skills in the Sport Sector. 8\) Working agreement across all Whitehall departments to work together 9\) formal annual progress report to Parliament and a cross government ministerial group which will meet regularly to drive implementation. 10\) Local authorities are the biggest public sector investor in sport and physical activity, spending over £1bn per year, excluding capital spend2. Their understanding of communities enables them to target opportunities and encourage mass participation. 11\) The opportunities to realise the multiple benefits that can be achieved for communities by investing in green spaces and routes as venues for sport and healthy activity should be considered whenever they arise. 12\) Sport England will, following a competitive bidding round, pilot focusing significant resources, including intensive staff input, to support development and implementation of local physical activity strategies in a number of selected geographic areas. (to be outlined in Sport England 2016 strategy) 13\) Government will commission an independent review of the role played by CSPs in the delivery of sport at the local level, which will also consider the impact that new structures in local government created through devolution deals have on local delivery of sport and physical activity. This review will be completed by autumn 2016 to complement Sport England's new strategy. 14\) 'Sport Cabinet' to be re-established. It will bring together the four sports ministers who represent Scotland, Wales, Northern Ireland and both England and the UK as a whole. 15\) The sector must also adapt to suit how people want to engage in sport and physical activity. 16\) Developers who have capitalised on ways for users to capture and share their data through apps or wearable technology have also seen success in attracting new participants. Similarly many organisations have used the power of social media to effectively engage new and existing participants. However, where organisations or sports have failed to understand what customers want and need, the number of people taking part has fallen. 17\) Government is open to Sport England setting targets of a step-change in engagement by 2020 in those areas of the country or key population groups on which it focuses significant resource. 18\) In future government will, via Sport England, support work designed to get more people from under-represented groups engaging in sport and physical activity. Wherever possible, this focus on under-represented groups will run through all Sport England funding. 19\) We will track levels of engagement in outdoors activity through the new Active Lives survey and explore how to enhance the compatibility of data from Active Lives and the Monitor of Engagement with the Natural Environment (MENE) to deepen understanding of behaviours. 20\) Responsibility for the Adventure Activities Licensing Authority (AALA) is likely to move from the Department for Work and Pensions (DWP) to DCMS and the organisation will be reformed to make its focus the active encouragement of greater levels of outdoor activity, beyond simply its licensing. 21\) All organisations that receive funding from Sport England will be required to make data which is relevant to getting more people involved in sport and physical activity publicly available in an agreed format. This may include (but is not limited to) data on the location and availability of facilities, coaches and clubs. Sport England should set and own clear data standards to support this work. Sport England will set out how this will be achieved in their new strategy. 22\) Sport England will include a target for the percentage of inactive people that organisations and programmes should be engaging 23\) Government will sign up to a dedicated Workplace Challenge for the Civil Service operated by the CSPN, starting in early 2016 24\) Sport England and PHE will work together to lead message development and marketing activity to create a compelling environment that encourages everybody, especially people in under-represented groups, to meet the Chief Medical Officers' guidelines on physical activity. 25\) 45% of 7-11 year olds cannot swim 25 metres 26\) Government will establish a working group to advise on how to ensure no child leaves school unable to meet a minimum standard of capability and confidence in swimming, including disabled young people and those with Special Educational Needs. 27\) DCMS, DfT and DfE will work with others to explore how to ensure that all children have the opportunity to learn to ride a bike, through the Bikeability cycle training programme. 28\) School Games to be assessed on effectiveness and future priorities 29\) Sport England to develop a new coaching plan by early 2016 30\) Sport England will support the CIMSPA, in developing and implementing a set of standards for all sport and exercise professionals starting in January 2016. 31\) New volunteering strategy to be published for sport and physical activity in 2016. 32\) Volunteering opportunities, including online, could be clearer. Sport England to work with other agencies to improve access and opportunities available 33\) Sport England, UK Sport and NGBs will work together to reward existing / regular volunteers with 'gold ticket' opportunities to volunteer at major events. 34\) Government will enable the Sports Grounds Safety Authority (SGSA) to take on a more formal role in helping sport grounds reach the required standards for accessibility. 35\) Government will work with the football authorities to ensure that all clubs meet their legal obligations under the Equality Act 2010 to provide reasonable adjustments to accommodate disabled spectators attending matches. 36\) Government is not persuaded to re-introduce standing accommodation in grounds covered by the all-seater requirement. Government to monitor. 37\) Government encourages as many NGBs and other rights holders as possible to sign up to the accessibility principle of the SRA's Voluntary Code of Conduct on the Broadcasting of Major Sporting Events. 38\) Government will ensure that the concerns raised in the consultation on the role of the BBC in making sport available to the viewing public are reflected in the BBC Charter Review process. 39\) Government has extended the guarantee funding for Team GB and ParalympicsGB to Tokyo 2020. 40\) Sport England will review its commercial framework in 2016 to ensure it supports sports that may have strong domestic leagues but are not currently profitable and need additional help making them more commercially attractive and therefore more financially sustainable. 41\) UK Sport will, working with the Home Nations' Sports Councils, the UK Government and the devolved administrations, develop a UK-wide strategy for so-called 'mega-events' where financially viable, by September 2016. 42\) Sport England to establish a scheme to support English bids for major sporting events, where financially viable 43\) Government will support new sports in the UK, in particular through greater links with the US National Football League, the National Basketball Association and Major League Baseball, with the aspiration that a new franchise might one day be based here. 44\) To reduce the over-reliance of some organisations on the public sector and move them to a more sustainable mixed funding model, Sport England and UK Sport will together set targets for and support organisations in (a) reducing the percentage of income that the organisations they fund receive from a single public sector source and (b) increasing the overall level of non-public investment they receive. 45\) Sport England and UK Sport to work with organisations they fund to agree plans to make back office and efficiency savings where appropriate, and consider moves to shared service models 46\) Government to launch a consultation at Budget 2016 on how to expand support that can be given to grassroots sport through the corporation tax system and will also undertake a cost/benefit analysis for some of the tax proposals suggested. 47\) Government will encourage the Premier League to ensure that its investment is aligned to the overall outcomes set out in this strategy 48\) Establishment of a Social Impact Fund for investment into sport, pooling public, philanthropic and commercial capital. Potentially also looking at ways of enabling local communities to invest into their local sports facilities using models like community shares and crowdfunding. 49\) Government to work with Sport England to engage with the sport sector to upskill them in taking on social finance opportunities. 50\) In assessing applications for all major capital investments in future, Sport England will include a presumption in favour of co-location of services (including health and education) wherever possible. 51\) Future large scale infrastructure investment through Sport England will operate on an assumption of multi-sport solutions, unless that can clearly be shown to offer poor value for money or there is no demand. Only if this is the case will Sport England fund single sport infrastructure projects. 52\) Sport England will work with the industry to develop a single customer-facing quality standard for sports facilities. This will be in place by the end of 2016. 53\) Investment in artificial football pitches in 30 cities across England by 2020. 54\) In early 2016, Sport England will re-issue an updated more user-friendly version of its Procurement and Leisure Contract Toolkit to support greater consistency within the sector and embed the health and social outcomes of this strategy into public leisure contracts. 55\) All organisations in receipt of public funding will be expected to carry out a regular staff survey (including their volunteers) at least once a year and: a) act on the results internally making clear to their employees and volunteers how they are doing so; and b) make topline data available to Sport England to collate the results and build up a better picture of the sport workforce. 56\) Sport England will develop a new Sports Leadership Scheme as part of its new workforce strategy, to provide high quality professional development for future leaders in sport (at both national and community level). 57\) Sport England and UK Sport will work together to tackle the lack of diversity in senior positions across the sport sector, working with expert organisations to break down barriers in the recruitment and advertisement of roles. Sport England will also place equal emphasis on the support for LGB&T people in sport as it does for other characteristics protected by the Equality Act 2010. 58\) Government expects large organisations in the sport sector, such as leisure centre operators, to utilise apprenticeships as a key element of their workforce strategies. Smaller organisations that are in receipt of public funding, regardless of whether they are required to pay the apprenticeship levy, should have at least one apprentice at all times. 59\) Government will establish an Independent Working Group on a new Duty of Care for participants in sport. 60\) New sets of KPIs outlined (across pages 78-80) Bigwave media is a full service marketing agency working with over 400 leisure facilities in the UK and Ireland. For sport and leisure marketing support to reach the right demographics or advice on implementing digital strategies please [contact us](/okf/page/contact-us.md). --- ## 7 dos and definitely don’ts for remarkably effective designs Because of this, design is everywhere. And as a Creative Director, I especially notice *average* design and more often designs that aren’t fit for purpose. The problem is, these designs could be *great*. The designers themselves are clearly talented. So, here’s my little list of dos and don’ts that could take designs from *meh* to *maximum impact*. ### **When it comes to digital, DO make sure that your design shines, no matter the device** It won’t come as a shock to anyone who hasn’t spent the last 20 years living under a rock that a whopping 64% of people now access the web using their mobiles Whilst the knee jerk reaction here is to then tailor your design to mobile users. “But it still works fine for other device users, so that’s fine, right?” Wrong. The reality is that people are seeing your designs in new ways all the time. Tablets, desktops, and mobiles are all now-classic devices that most designers already optimise for. But have you considered the people who view your designs on their watches? My point is that the key to a great design is how adaptive it is. What you want is a consistent experience no matter what size the user’s screen is. ### **DON’T overcomplicate things** There’s a very fine line between making something look spectacular and making something look busy. You want someone to think, “WOW, that looks incredible. I’ll take whatever they’re selling!” You do not want them to think, “OMG, my eyes are melting. I can’t even tell what they’re selling!” I find a good rule of thumb is to think about what you can remove from the design rather than add. Your design should be: - Clean - Clear - Consistent ### **DO get to the point** Much like trying to overdesign something, people also often try to give too much information on one design at any one time. To stop your designs being oversaturated with boring blabber (which is guaranteed to make readers switch off), I suggest adopting the ‘tease ‘n’ feed’ approach. Tease the reader with just enough information that they need more and then feed them the location of where to find it. If you use your design effectively, people will be curious (after being fed that little nugget of information) and actually want to engage with your call to action. Adopt this approach and your projects will naturally become far more creative, exciting and engaging. ### **DON’T forget that it needs to be fit for purpose** Sometimes, it’s clear that a design has been produced with little to no thought about its purpose. A roadside billboard design that has 800 words on it would stump even Howard Berg (the world’s fastest reader – seriously, google it) as he whizzes past at 30mph. And a poster that features a stunning photo that has text placed over it will probably not be easy to read, no matter how long you’ve stood there staring at it. And you need to ask yourself whether your ‘quirky’ design is putting more effort into being clever (or even shocking) than being easy to understand. Whilst there’s nothing wrong with a quirky style or a beautiful image, you must make sure that your design is easy to understand and fit for purpose. You must always put your brand, its values, and its mission into every design. The same applies to the digital world. Your amazing design for print may not translate at all well to a digital audience, considering they’re less focused and often need an instant hook to read on. ### **DO make it obvious when you want the reader to do something** “Form follows function.” It’s a bit of a design cliché but it’s important to remember when designing, well, *anything*. When it comes to design, this means making whatever you want your user to do with your design *obvious*. So, if you’re designing something digital, make anything clickable look clickable. Create buttons, underlined links, and clear calls to action. The opposite goes for anything that isn’t clickable. It’s easy to baffle a user (and detract from your message) if you use visual elements that look deceptively like buttons but aren’t clickable or underlined words or phrases that look like links but aren’t. ### **DON’T prevent your brand from stretching its legs** Having brand guidelines is vital and will give your company a strong tool to keep things consistent and increase your brand recognition. But if you think about it, your potential customer has already seen the same design time and time again if that’s all you’re using for emails, posters, webpages, and all other marketing material. Unfortunately, this means that you’ve already lost the customer. They’re subconsciously disregarding all your marketing before they even get the chance to see your incredible **‘not to be missed’** offer. What a shame! Don’t be afraid to let your high ROI projects break away from the norm. Let your next big campaign push those branding guidelines a little further to get the attention of those customers that see you all the time. Your big **‘not to be missed’** offer will stand a better chance of reaching a bigger audience and your brand will have evolved. ### **DO stick to your guns** There’s always going to be that urgent, “NEED THIS NOW” project that needs to get out of the door as soon as possible. But as soon as a project is out there in the public domain, it can never be unseen. It won’t matter how impressively fast that you turned the project around if the design is rushed and compromises your brand. It will have no impact on your potential (or existing) customers. Never sacrifice quality and brand voice for urgency. Stick to your guns and produce great designs that will wow potential customers. Remember, sometimes it’s better to do nothing at all than to do something badly. --- ## 7 simple ways leisure facilities can engage with customers using social media Social media provides an ideal channel for leisure facilities to use to engage with their current and potential member base. However, there are so many things you can do using social media, knowing where to start can seem a bit daunting. We thought we'd help by narrowing it down to seven easy steps that could help really make an impact for your leisure facility. 1. **Provide useful info** on a regular basis - this includes news, class timetables, availability of facilities and new/forthcoming events. This will allow your members and non-members to easily access the information they are interested in on the platform that they are most likely to be using. This will encourage them to sign-up for activities and book facilities. 2. **Provide top tips** on how to keep fit and healthy, manage diet and improve at particular sports etc - this content is likely to be shared by your followers/fans with their friends via tweets, Facebook Notes or blogs. This will help you increase reach within your target audience. 3. On Twitter **follow local profiles** and assign those of particular interest to applicable Twitter lists - filtering in this way will help you to closely follow those of particular interest in order to engage with them more often. For example, you could have a list for members and a list for prospects. Alternatively lists could be organised by different sports or activities. 4. On Facebook **post messages on location based Facebook Pages** - many cities, large towns and counties have Facebook Pages with thousands of fans. Lots of individuals and businesses are contributing posts to them. By doing this too, you will be reaching out to a much wider audience online. 5. On LinkedIn **engage with local business professional groups** by providing advice on how to escape work, relieve stress and pressure etc. 6. **Be visual - post photos and videos** - ideal content to share via social media platforms to engage your customer base. For example, you could provide a virtual tour of your facilities or post photos of events. 7. **Encourage your member base** to engage with and recommend your leisure facility via social media - have a leaflet you can give out with your profiles on it and put posters up around the site. This will help them to easily find you on the platforms they like to use. We hope you find this info useful. For more social media and marketing info follow us on Twitter at [@bigwavemedia](http://www.twitter.com/bigwavemedia). --- ## 7 steps on how to create more shareable content When putting out content there is nothing more satisfying then when people connect with a topic, idea or story you have created and best of all share it with others. However, creating sharable content is harder now than ever with social media dramatically reducing reach of organic content and more competition adding to the noise every day. In today’s media and marketing climate, only the best content will get shared. If you want your content to have the best chance of achieving a large reach and maximum exposure, go through this easy 7-step process to make sure all of your posts are primed for prompting readers to push that share button. **1. Is the topic shareable?**Topic is key when trying to lead audiences to share your content. Subjects that make readers feel connected or evoke thought and emotion as well as provide value often prompt a response that makes them want to inform and include others. If a topic resonates with us, we think others will appreciate them too. A [study conducted by a team of UCLA psychologists](https://newsroom.ucla.edu/releases/how-the-brain-creates-buzz-247204) found that people have an inherent desire to dispense information and are regularly attuned to how the things they are seeing will be useful to not only themselves but to others. It is noted by the study’s senior author Matthew Lieberman “We always seem to be on the lookout for who else will find this helpful, amusing or interesting…” **2. Do competitive research**By keeping up to date with what topics and keywords are trending in your industry, as well as tracking what your competitors are doing, it is one of the easiest ways to create content people want to share right now. To be a successful competitor-tracking detective, make a list of your top five competitors and the social channels they utilise. Then take a look at the last six months of content they have published and the type of content they have been posting e.g. videos, blog posts, infographics. Making a note of content that is getting the best engagement or is not performing so well to help spark ideas for topics that will be most interesting to your target audience. **3. Is the headline attention-grabbing?**No matter how powerful your topic is, if you don’t have a strong, attention-grabbing title to make it easy for the reader to notice, they will just keep on scrolling. On the other hand, a captivating headline can trigger social sharing on their own. A [study by computer scientists at Columbia University and the French National Institute](https://hal.inria.fr/hal-01281190/document) found that 59% of links shared on social media aren’t even clicked on. People share them based on the headline alone. A powerful headline is essential in creating shareable content, so as you write a title show the value and be clear about what the reader will gain or learn. **4. A feature image is a must**Today, people have an attention span of fewer than nine seconds, or less than a goldfish. As a result, imagery is more important now than ever, especially on crowded social media platforms. By using a dazzling, eye-catching graphic it makes your social media post ten times more likely to get noticed and be re-shared. Images also resonate with audiences because our brains easily consume visual information. The human brain can recognise a familiar object in only 13 milliseconds, making graphics more likely to resonate with today’s short-attention world than text alone. **Useful tip**: To create shareable social media content, always include featured images that are sized and designed for social sites. **5. Include social sharing buttons**The layout and options on your website need to encourage audiences to share. Include call to actions that tell audiences to share throughout your content. At the end of a post, ask audiences to spread the word. It should be obvious, but a social sharing button must be included on all of your content. It must be easy for readers to spread your story around the web. People won’t want to copy and paste links into Facebook or Twitter, so without one-click sharing to social media, you are losing out. **6. Is your shareable content able to be found in search?**Another way to make sure your content is shared is by helping it get found in the first place. Content sharing and Search Engine Optimisation (SEO) are intrinsically interlinked. Your content must be optimised for SEO so new readers can discover and then share it. Each page you create should be structured with SEO best practices. To make sure audiences can find your content through search, review each page to ensure that it’s optimised for your targeted keyword. **7. Third-party endorsement**Creating opportunities to involve third parties in interviews or roundups, for example, can be a brilliant way to drum up shares. By getting other people involved they are more likely to pass the post to their own audience, which can be a huge social booster. If you can get an expert or influencer on board then even better, because people trust them, which in turn means they trust the content of the post. And some may even consider trust as the new marketing currency. **Conclusion**In a world filled with “Which Friends Character Are You?” quizzes and TikToks of people dancing to ‘Renegade’, creating quality shareable content is pleasantly refreshing. So, if you take the time to craft a truly valuable and insightful comment, you can establish a devout following of people that will take notice and ultimately share their findings. --- ## A (condensed) history of Valentine's Day marketing --- Our Content Manager, Amelia Hall, is a self-professed theatre nerd, bookworm, and dog lover. When she’s not in the office, you can find her treading the boards in Exeter as part of a local light opera group. Or gravitating towards the nearest dog. --- Valentine’s Day. The cards. The chocolates. The calories. So many calories. No matter whether you love it or hate it, there are some deep-seated traditions that come wrapped up with Valentine’s Day. This has come to include brands running special Valentine’s marketing campaigns. Valentine’s Day has become a great opportunity for commodity, with (expensive) traditions being introduced over the years. In fact, there are roughly 114 million Valentine’s Day cards sold and exchanged every year alone. Considering that the festival has been around since Roman times, how did Valentine’s Day become such an important time for brands and companies? ## **The Origins of Valentine’s Day** ### **Ancient Rome** Some academics think that Valentine’s Day started life as the ancient Roman festival [Lupercalia](https://en.wikipedia.org/wiki/Lupercalia), which took place on February 15th and involved an element of courtship and matchmaking. It was also ancient Rome that famously executed St. Valentine on 14th February 278 A.D. But who was [Saint Valentine](https://en.wikipedia.org/wiki/Saint_Valentine) of Terni? In the 3rd Century, Emperor Claudius II decided that men without wives and children made better soldiers and so outlawed marriage for young men within the empire. A priest named Valentine is thought to have continued to perform marriages for lovers in secret, which earned him a death sentence when Claudius discovered Valentine’s defiance. According to legend, he wrote a letter or card to his jailer’s daughter on the night of his execution, because he had befriended her while in prison. This letter was signed, "From Your Valentine." Two centuries later, Pope Gelasius declared February 14th as St Valentine’s Day, replacing Lupercalia. ### **Becoming Romantic** Valentine’s Day wasn’t really associated with love until the Middle Ages. In France and England, the date was believed to be the beginning of birds’ mating season, which began the association with romance and Valentine’s Day as a day of love. Geoffrey Chaucer's epic 14th Century poem *[The Parlement of Foules](https://books.google.co.uk/books?id=DnMQAAAAYAAJ&pg=PA1&source=kp_read_button&redir_esc=y#v=onepage&q&f=false)* is one of the first literary references to St. Valentine's Day, or "Seynt Valentynes Day." ### **17th Century** By the 1700s, Valentine's Day has made its way to the United States. It became traditional for friends and lovers to exchange small tokens of affection or handwritten notes. This tradition was still more common in England though, as the Industrial Revolution included the production of ["fancy valentines \[that\] were extremely expensive to import."](https://www.massmoments.org/moment-details/first-american-made-valentines-sold.html)An American woman, Esther Howland, was so intrigued when she received her first English Valentine greeting in 1847 that she started considering manufacturing them in the U.S. After sourcing high-quality paper and lace from her father, she created what is credited as the earliest American Valentine's Day greeting cards. Today, Howland is known as ["the Mother of the American Valentine,"](https://en.wikipedia.org/wiki/Esther_Howland) credited with the start of a multi-million-dollar industry. The opportunity for marketers was created. ## **Valentine's Day Marketing: A Timeline** ### **1714** King Charles II of Sweden communicates with flowers by assigning a different message to each type. Assigning love and romance to red roses, this started the exchange of red roses during the later, commercialized era of Valentine's Day. ### **1822** In England, which celebrates the holiday already with the exchange of gifts and cards, [Cadbury’s sells the first heart-shaped box of chocolates](https://www.history.com/news/celebrating-valentines-day-with-a-box-of-chocolates). ### **1849** In Massachusetts, Howland starts producing American Valentine’s Day cards and finds a huge demand for them. ### **1850** The first printed ad for Howland's cards is run in the Worcester Spy. ### **1866** [Sweets with messages on them](https://www.mentalfloss.com/article/61510/history-conversation-heart) (or conversation candies) are created by using vegetable dye to print words onto confections. ### **1870** Howland incorporates her booming card business as the New England Valentine Company. ### **1879** The New England Valentine Company publishes the Valentine Verse Book, which contains 131 messages that people can cut out and glue inside cards that come without a greeting, or have a greeting that the sender doesn’t like. ### **1894** The Hershey Chocolate Company is founded. ### **1902** Conversation candies become heart-shaped. ### **1907** The Hershey Chocolate Company introduces [Hershey’s Kisses](https://time.com/3707086/hershey-kiss-history-valentines/). ### **1910** Hallmark is founded. Florists' Telegraph Delivery - today known as FTD – is also created, which pioneers a way to send flowers to far-away loved ones. ### **1913** Hallmark produces its first Valentine's Day card. ### **1948** The De Beers diamond company launches its ["A Diamond is Forever"](https://www.debeersgroup.com/the-group/about-debeers-group/brands/a-diamond-is-forever) Valentine’s Day campaign, tapping into love stories and the idea that jewellery can be used as Valentine’s Day gifts. ### **1986** Hershey's begins packaging Kisses in red and pink foil specifically for Valentine's Day. ### **2005** Valentine's Day begins to go digital. YouTube makes its debut on 14th February 2005. Interestingly, YouTube originated as an online dating site. ### **2013** Online retailers are using Valentine’s Day as one of their biggest sales periods by now. Email marketing and digital marketing Valentine’s Day campaigns are everywhere, with social media presence being one of the main campaign channels. Uber rolls out ["Romance On Demand,"](https://newsroom.uber.com/us-minnesota/msp-romance/) which allows users to [send flowers](https://www.youtube.com/watch?time_continue=16&v=y_buofSx7IQ&feature=emb_logo) on Valentine's Day via the app. On-demand skywriting becomes available the following year. ### **2015** Hooters launches their (now annual) [“Shred your Ex” campaign](https://shredyourex.hooters.com/?fbclid=IwAR1MwMYiZyXug7CynWyMYNdxEoFBX-QvVJblM4EePuCENclWWTEAGcyMJQQ#section-intro), which allows guests to earn themselves 10 extra free boneless wings after buying any 10 wings by shredding an image of their ex in-store or online. People can get the ultimate satisfaction by watching a live feed of your photo printing directly into a paper shredder above a digital fire. On top of this, the shredded paper went to a good cause, being donated to a local animal shelter and used as litter for kittens. ### **2016** Social media analytics platform NetBase releases a Valentine's Day Sentiment Analysis, measuring how people discuss and engage with the holiday on social media. It measured nine million mentions of Valentine's Day, and the vast majority of them mentioned a specific brand - Netflix. The top hashtag was #happyvalentinesday. If you are looking to create a high-impact campaign, our team of dedicated marketing professionals are here to help. Hit the button below to receive a no-hassle quote or have a look at some of *our* favourite [recent projects](/okf/page/our-work.md) (Valentine’s Day related or otherwise). --- ## A beginner's guide to marketing automation 2021 Marketing automation is fast becoming an integral part of many marketing efforts. It can give your digital marketing strategy a huge boost and save your marketing teams time, but it can also be very complex. In this guide, we’ll explore exactly what marketing automation is and how it can potentially help a business. ### What is marketing automation? Marketing automation involves using software to easily and effectively deliver personalized messages to potential and existing customers. You can set up marketing automation software to send out messages at certain times, to certain people, and with different pre-defined messages. This software can be used across a variety of marketing platforms and channels, from social media to landing pages and email campaigns. For example, you can hone your email marketing efforts by defining and exploring factors such as customer spending habits, buying process, past interactions with your site, and previous purchases of your products or services. You can then send tailored and personalised email messages to each segment using marketing automation. This is a massively powerful tool, as tailored and personalised content that directly addresses a person’s needs and interests helps build stronger relationships and improves the customer experience which, in turn, can help increase conversions and revenue. What’s more, you’ll save time doing it. ### At a glance: Key concepts There’s a lot of different marketing and business development aspects in marketing automation, but the whole process can be boiled down to a few simple and easy-to-grasp concepts. 1. **Conversion funnels** This maps out the buying process from start to finish. Since it’s so easy to find product reviews and shop around these days, most people don’t buy from the first website they come across. Marketing automation helps to keep people engaged with your brand so they’re more likely to convert. The conversion funnel can be broken down into a few basic stages: **Awareness**: Your product, service, or brand has made its way onto the customer’s radar. It’s too early to buy or make any decisions, but they know you exist. **Interest**: The customer decides that they need the kind of product or service you’re selling. They might ask for a quote, sign up for a free trial, follow you on social media, look for reviews, or engage with your company in some other way. **Consideration**: The customer might also be looking at your competitors and weighing up their options. **Action**: You’ve won the customer over and they’re ready to buy. In an ideal world, every customer will keep converting and keep buying from you. Usually though, each level of the funnel results in some people dropping off. In fact, only 1–5 % of people who enter a conversion funnel actually convert. Marketing automation can help reduce this drop-off rate, or churn, as it lets you understand the needs and interests of people at each stage of the conversion funnel and tailor your engagement efforts to match. 2. **Feedback and metrics** When you send a message to a person, they will always have some kind of reaction to it, even if that reaction is to do nothing at all. If you’ve sent an email to someone, they might convert, click through to your landing page, ignore the message, flag it as spam, or unsubscribe from your mailing list. All of these tell you something about how the recipient felt about your message. These reactions help you gather feedback on how well your marketing efforts are performing. Your metrics will ideally show high open rates, clickthrough rates, and maybe even some forwards. This shows your content is engaging, valuable, and isn’t seen as spam. Some unsubscribes are inevitable, but an unusually high unsubscribe rate could be a sign your strategy is too aggressive and needs rethinking. 3. **Workflows** A workflow is the series of triggers you create to deliver messages. In short, it’s creating a sequence based on, “If this happens, what should happen next?” These triggers could be anything from how long it’s been since a person has taken an action or you’ve reached out to a potential customer to how long it’s been since they’ve repurchased a product. Good examples of this include retailers include sending discount codes to customers who haven’t made any purchases in a while, asking for product reviews, or sending cart reminders to those who haven’t checked out or made a purchase. ### What are the benefits of marketing automation? Arguably the biggest benefit of marketing automation is that it helps sales and marketing teams work more efficiently. Personalised emails generate up to 6x more revenue, but personalised content as a whole can be incredibly time consuming and repetitive work. Marketing automation platforms can handle this for you, as you can automatically programme personalisation settings and segment based on very specific behaviours. Marketing automation programs also often have a lead scoring feature which helps you quickly identify which leads are the most sales-ready. This can increase your conversion rates and revenue with little effort on your part. Another way in which this software can increase conversion rates and revenue is by keeping customers engaged longer, making it more likely they’ll convert. ### How to create a marketing automation strategy 1. Define your goals What exactly is it that you are using marketing automation to help you achieve? Are you trying to generate more leads? Building your network of return customers? Wanting more feedback to help tweak product lines? Trying to boost sales after a slow period? Each goal is going to need a different strategy, so it’s important to understand exactly what your main objectives are. 2. Identify who to target Whilst you need to understand the needs of your customers at all points of the conversion process, you might need to spend more time focusing on those who are at a specific point of the process. For example, if you have loads of new leads coming in all the time but your conversion rate is terrible, then your time and energy would be better spent focusing on and improving the middle and lower parts of the conversion funnel. 3. Map user flows User flow simply means the journey someone takes when they visit your site – what pages they click through to, whether they buy anything, how long they’re there for, etc. People arrive at your website from lots of different places. They might have clicked on a link from your email, they might have come from a landing page, or they might have found you organically. This means that not all of your visitors will have had the same experience or the same information, and so some people might need more information before they’re willing to buy. Whilst you don’t want to make people jump through hoops to do something, you don’t want to hit people with a hard sell too soon either. Mapping the user flow can give you a better understanding of what parts of your website work well for the greatest number of users and what parts of your website are turning people off. 4. Segment and rate your leads Not all leads are made equal. Your database of contacts is probably quite large, and it’s probably going to include a mix of people who are on the verge of buying, people who are still researching their options, and people who probably won’t ever convert. Even the best copywriter couldn’t create broad messages that will somehow appeal to all of those types of people. Rating your leads will help you work out who needs further nurturing, who is ready to be handed over to a sales team, and who needs removing from your database. For example, a person who has looked at your pricing page is probably going to be closer to buying than someone who has scrolled through your blog post. A person who’s been to your website several times over the last few weeks is more interested than someone who has only visited once or twice in the past year. Marketing automation software lets you assign values to certain actions and interactions and then spits out a score for that lead. Marketing automation also lets you effectively segment your database so you can deliver specific messages to very specific types of people. ### Do’s and don’ts for effective marketing automation strategies **DO: Get to the point.** People don’t tend to like long messages. What’s in it for them if they buy from you? How would your product or service solve their problem? What’s unique about what you’re offering? **DO: Keep it specific.** Some types of content will be more appealing than others depending on where a person is in the conversion funnel. If you deliver a pricing message to someone who’s already a customer, then that’s not helpful to them. If you deliver a pricing message to someone who’s visited your site a few times in the last week, that might be valuable to them. **DO: Personalise.** “Automation” is usually associated with things like robots, but always remember that people respond to a human touch. Personalisation shows that you’ve taken some time and effort to reach out t a customer specifically. Even something as simple as a personalised name in an email message can make the lead/customer have a better experience and be more likely to buy from you. **DO: Hone your list** A huge contact list isn’t always a good thing. One of the main points of using marketing automation is to get your message to precisely the right people at the right time. Your metrics will be able to tell you which leads are likely to convert, allowing you to get rid of the ones who aren’t responding anymore. Whittling your list down to a smaller list of highly qualified leads can save you time whilst still improving your conversion rates and revenue. **DON’T: Spam** When used correctly, marketing automation is not spam, so don’t give off the wrong impression. Don’t overdo the number of messages you send out, and don’t send the same messages over and over again to the same people. Vary what you say based on the customer’s behaviour. The goal of marketing automation is to deliver relevant and useful messages to people who are interested, not to scatter gun messages until someone replies. **DON’T: Set it and forget it** It’s easy to think you can just set it up, sit back, relax, and let it run on its own. Marketing automation needs constant refinement to make sure it’s as successful as possible and helping you achieve your goals. This could include running A/B testing to see which sorts of content, personalisation, subject lines, design variations, and call to actions get the best results. Interested in marketing automation? Check out our automation blog series, which dives deep into the world of marketing automation, customer experience, and lead generation. --- ## A Beginner's Guide to QR Codes Over the last year or so, QR (Quick Response) codes have been popping up literally everywhere. You might have seen them in magazines, on TV, on leaflets or on billboards, amongst many other places. QR codes are similar to the barcodes you find in shops. You can download QR scanners on most smartphones, and when scanned, QR codes provide a simple link from traditional media to digital content. The key difference between barcodes and QR codes is the amount of data they can hold or share. Bar codes are linear one-dimensional codes, whereas QR codes are two-dimensional (2D) matrix barcodes that can hold thousands of alphanumeric characters of information. This ability to hold large amounts of information, combined with their ease of use and their low cost, makes them very practical for small businesses. The capabilities of QR codes are far-reaching. They are most commonly used to link to websites, particularly social media feeds or particular webpages. However, there are many more uses that have not been explored as widely yet. Here are a few ideas of how to use them: ![](https://bigwave.co.uk/wp-content/uploads/2024/03/angry_birds_QR.jpg)1\. Have you got a mobile app? Use a QR code to directly link to your app on the iTunes app store, Google Play or any other app shop so users don't need to spend time searching. Instagram and the makers of Angry Birds were really creative with their QR codes! 2\. You can create QR codes that will automatically start Skype calls. The code links to a username; if your business has a Skype account that is constantly monitored, this could be an innovative way of connecting people with you. However, this will only work on iPhone and Android devices that have the Skype app installed. 3\. QR codes also have the capability to send automated email and SMS messages. When setting up the QR code, you can enter the email address or phone number you wish the message to go to as well as the message itself. This could be used for competition entries as the emails and text messages appear to have been sent by the phone number/email associated with the phone. 4\. QR can simply link to contact details as well; scan them to reveal a telephone number or email address which can be instantly contacted through your phone. You can also link to VCARDs, which are how contacts are stored on your phone. Users can scan the QR code linking to a VCF file, which can be downloaded into your phone book. VCARDS can hold phone numbers, addresses and email addresses so can be very useful. 5\. Instead of adding an address as something a QR code can link to, you could add a Google Map. The QR code creates a link which can either be viewed through the internet or your phone's map application. You also have the opportunity to be creative about where you place the QR code. There are a few things you have to take into consideration, such as how easy is it to scan? Is it obscured by anything? Is there 3G/WiFi available? Apart from that, the opportunities are endless? ![](https://bigwave.co.uk/wp-content/uploads/2024/03/instagram_QR.jpg) *Bigwave Media can create QR codes for all of the above purposes and more. We also have access to detailed analytics which tell you how often the code has been scanned, what devices were used to scan and the location of where it was scanned. If you're interested in using QR codes for your business get in touch with * --- ## A beginner’s guide to paid media advertising In our digital age, we have a boundless amount of information at our fingertips, with potentially thousands of results coming up for a single search query. That’s why it has become increasingly important to use paid media strategies to help reach your target audience, and ultimately grow your brand awareness and sales. It is also by far the most reliable form of lead generation. If you’re new to the world of paid media advertising, it can be a little overwhelming. So, let’s start with – What is paid media advertising? Paid media advertising refers to external marketing efforts that involve paid media placement. This encompasses (but is not exclusive of) branded content, ‘pay-per-click’ (PPC), and display ads spanning a range of networks, but predominantly across either social media or search engines. Search adverts target those with intent – people searching for specific information on search engines like Google and Bing. In a basic example, if you run a campaign to increase awareness and membership for a local gym, you could choose to display the campaign advert to anyone searching for ‘Gym in’ ‘town/city’ (i.e. ‘Gym in Exeter’). Social adverts on the other hand, while being highly targeted will not always reach people that have intent, and in general cost less to run. Ads can be run on platforms like Facebook, Instagram, Twitter, and LinkedIn. Based on the amount of data these platforms have about their users (from location to interests), it is simple to ensure close matches for your display ads reach your target customer. Now, let’s delve into when to use each in order to get the best return of investment (ROI) for your campaign… **PPC is best for captured intent**PPC is an online advertising model where you only pay when a prospect clicks on your advert. It allows you to outrank your competitors and grants full control over your audience. Moreover, it is brilliant for all businesses, whether you’re a new business looking for a boost or a large established company looking for a constant flow of business on top of organic search. To attract potential customers the identification of relevant keywords (specific terms the consumer uses to find your product) is important. This way you can lead a highly targeted campaign via various channels such as [Google Ads](/blog/the-ultimate-google-ads-guide-2020/) and Bing to provide highly efficient and cost-effective routes to reach your key markets. Thorough research and advert optimisation increases the number of click throughs, lead conversions, and drives down the cost-per-click (CPC). At Bigwave media, we utilise different bid management strategies to manage and optimise search network advertising across Google and Bing. This ensures maximum efficiency, targeting, and the best ROI possible. If your organisation is a registered charity you can also benefit from a £84,000 [Google non-profit grant](/okf/article/is-your-non-profit-missing-out-on-84000-of-google-grants.md) to spend on Google Ads. **Display ads are best for building awareness**Display advertising is a method of attracting the audience of a website, social media platform or other digital mediums to take a specific action. These are often made up of text-based, image or video advertisements that encourage the user to click-through to a landing page and make a purchase. Display ads are charged on a ‘cost-per-thousand’ (CPM) basis, meaning they’re only charged for every 1000 people that see the ad, and also cost effective. They are often used for retargeting campaigns, where ads are served to users who have already visited your website, stayed on your website for a certain period of time or added your product to their basket and then left your site without completing their purchase. When someone visits your website or page, we put what is called a ‘cookie’ on their device. We know it sounds yummy, but this is unfortunately not the edible type of cookie. This means we can target “in-market audience” these are people that may be ready to enquire or make a purchase; by “retargeting” them and encouraging them to return to the website and complete their purchase or any other action at a different stage of the funnelling process. **Branded content is an effective response to an increasingly saturated market** Branded content is a content creation tactic, typically produced through a sponsored or paid partnership between a brand and the media, that encourages audiences to engage with the brand based on its entertainment, information, and/or educational value. It can be a great way to connect audiences that may not be as susceptible to traditional ads, by impacting them in creative ways to connect with the brand. It focuses on the values of the brand and tends to be based more on the qualities of your brand than on the specific characteristics of its offer. These contents try to impact the audience and spark conversation around your business. The key metrics to measure the success of branded content of this type focuses on the notoriety and the number of mentions. Branded content is a very flexible concept, so it can be adapted to many different formats: video content, podcasts, interactive formats, videogames, actions on the street and events. It can also include a combination of these methods in order to tell the history of your brand. You can also utilise your own company channels to spread your message; such as your website, social media channels and newsletters. With so many paid media advertising options available it can be difficult to decide which of these best suits your needs and makes the most of your advertising budget. As a full service digital agency with a team of experts that specialise in every facet of media advertising, Bigwave media can help you decide what method of advertising best suits you and your company. --- ## A Beginner’s Guide to Social Media Analytics With over 3.8 billion social media users across the world, businesses recognise the power of social media. Social media is the strongest component for businesses nowadays since it allows them to market, sell and provide support to their customers and audience, as well as create strong relationships and communities. However, businesses can't progress on social media without understanding how it works and how to use their data to grow, so social media analytics are essential to learn and understand. Social media analytics allow businesses to understand what posts and platforms are most effective so that they can then produce consistent and engaging content to positively impact the bottom line. ## **What Are Social Media Analytics?** Social media analytics involves gathering and analysing data points from social media channels to help inform your social media strategy and optimize your engagement. There are a variety of different social media tools that can help you get insight into data. These online tools are critical for product research, competitive research, and audience analysis. The overall purpose of analytics is to use the results from the data you have gathered to determine your business marketing decisions. ## **Why Social Media Analytics is Important for Businesses** There are several ways social media analytics can be important for businesses. Below are four main universal cases for a social media analytics solution: ### **1. Measure and Prove Return on Investment (ROI) and Marketing Impact** Overviewing performance KPIs (key performance indicators) is essential to successful social media campaigns, but if your strategy doesn’t seem to be working, then your data analysis can help you to find effective strategy tweaks before the performance decreases. A clear overview can also help to easily see the most important metrics to better your marketing performance so that everyone can then work from the latest data. ### **2. Make Better Strategic and Business Decisions** The amount of data that’s posted to social media is increasing, as is our ability to extract insights from this data with the ongoing improvement of technology. Social media analytics can help improve decision-making for marketing by: - **Social listening**: This involves analysing and extracting large amounts of data that’s being posted to different social media channels every day. - **Respond to trends quickly:** By accessing real-time data, you can rapidly act to bigger trends and potentially jump in before competitors. - **Minimise business risk:** Allow data to guide your decisions and help you make the most out of your resources and be led by your KPIs performance. ### **3. Compare Your Social Media Performance with Your Competitors** To measure the real success of businesses, you must be able to compare them to their competitors, as well as the industry and regional performance averages of the business. Benchmarking can provide key insights, allowing you to see how you rank against other competition, or equally to see how the performance against industry or region averages looks. ### **4. Track Marketing Team Efficiency** It’s essential to guide a team in the right direction so that the working velocity is high. The customer journey can be hard to manage, so it’s essential for businesses to understand their journey well. With a good analytics solution, teams can easily report on the metrics that their CMO would want to see and equally, CMOs can then easily overview the marketing operations to see top-line data. Furthermore, trends can be spotted by the marketing team for further investigation. ## **How to Read and Understand Social Media Analytics** Most social media sites have analytics that gives insight into what users are responding to and engaging with. This data can be used to measure the growth and effectiveness of social media pages to improve brand awareness, profits and return on investment (ROI). Analytics can also help businesses to understand what works for their competitors and their audiences. Each social channel has its own analytics and/or insights tool: - [Twitter](https://twitter.com/home?lang=en) has its own analytics page, simply called ‘Twitter Analytics’. - [Facebook](https://www.facebook.com/) has its own in-depth analytics tab on its Insights page via Facebook Pages. - [Instagram](https://www.instagram.com/?hl=en) uses the Facebook Insights platform. - [LinkedIn](https://uk.linkedin.com/) offers a basic and free data page for businesses and full analytics software if you have a premium account. - [YouTube](https://www.youtube.com/) features its own YouTube Analytics dashboard. As an example, Facebook’s ‘Insights’ helps you to learn about your audience’s behaviour. To find the Insights tab, start at your business’s Facebook page and choose “Insights” from the white menu at the top of the page. To see information about your followers, you can view “Page Followers”. This will show you interactive graphs which you can hover over to view specific information. There are different graphs to present different information, like “Total Followers” and “Net Followers”. A recent study of over 300 social media marketers revealed that the most important metrics for tracking success from social media are engagement rate (36%) and conversion rate (35%). “SMART” goals are also a great strategy to use when setting goals. SMART stands for specific, measurable, attainable, realistic and time-bound. Software programs and apps allow you to manage your social media accounts in one place. This helps to improve the effectiveness and the results of your social media efforts. For example, [Hootsuite](https://www.hootsuite.com/) is an app that allows you to schedule posts for the future and track results across more than one social media platform. ## **The Types of Social Media Analytics** There are six different types of key performance metrics to track, including: ### **Performance Metrics** Measuring the performance of social media marketing is important to understanding where strategies are working and if any improvement is needed. ### **Audience Analytics** Understanding the audience of a business will help to create a better customer experience with content that’s targeted at what customers are wanting and looking for. ### **Competitor Analytics** Social media performance can be compared to competitors’ performance to determine what can and needs to be improved. ### **Paid Social Analytics** Advanced tools can predict which content is going to perform the best and if it will be less of a risk. An all-in-one platform would be the best choice to track this performance over all social media channels. ### **Influencer Analytics** Some businesses will want a head start with competition, so they often collaborate with social influencers to enhance their marketing campaign. To make the most of their partnerships, it’s important to measure key metrics to ensure that influencer marketing is achieving desired goals. ### **Sentiment Analysis** This is an important metric to measure because it indicates whether a campaign is gaining or losing favourability with an audience. Sentiment analysis can also reveal potential care issues. It’s clear that tracking your social media analytics and data can help you to create a successful marketing campaign, especially with the fluidity of the changing demographic on social media. Analytics provide you with the complete picture, helping you to enable individuals’ posts to provide meaning for your social channels. Staying current with analytics will help you to maintain a balance of success throughout your platforms. The use of analytics is endless, but it’s a beneficial tool which enables you to create better marketing campaigns and strategies to monitor and maintain the performance of your social media platforms in the best way possible. --- ***For more information about our social media services,*** [***contact us***](/okf/page/social-media-management.md)***.*** --- ## A Brief History of Print Media **In the beginning, there was print media. Advertising and digital marketing wouldn't exist without it, and it's still one of the most effective marketing methods today.**For this blog, we decided to go back and briefly look at the history of print media, sharing some key points that you need to know about it, along with the rise of digital media, print in the modern-day, and what the future of print might look like. ## **Early Print Media** Print media has been around for centuries. We learned about our world through books, magazines, and newspapers, and it has shaped the way we learn, think and act in modern society. Print media is still very effective today and is considered to be more believable by consumers. ![Reading the newspaper ](https://bigwave.co.uk/wp-content/uploads/2024/03/museums-victoria-QLezSKMJOnw-unsplash-scaled.jpg)The first book was printed around 868AD in China. It wasn't until hundreds of years later, in 1454, that Gutenberg created the Printing Press - the first mechanized printing machine. And even further on, in 1770, the first weekly newspaper was created, *The Boston Evening Post*, in America. Because of the nature of print, some people consider it to be more credible than online advertisements and marketing. Print media has been around for so long that it has a longwinded history of proof that it is an effective method. ## **The Golden Age of Print Media** Early print media gave way to 'The Golden Age of Print' that began in 1841 when adverts appeared in print publications for the first time. The Golden Age of Print ended in the closing decades of the twentieth century, and it changed the game forever. The period was called 'The Golden Age' because print advertising's effectiveness vastly grew and became very profitable for businesses who were willing to invest in it. During this time, print media messages emphasized positive affirmations, hope, happiness, and aspirations. However, some messages used fear and guilt to manipulate consumers into buying products. Unfortunately, there was one major obstacle for print media companies: they couldn't track the sales data of their print advertisements and marketing material. This meant there was no way to calculate the return on investment (ROI) on print advertising. Therefore, it was hard for businesses to justify how much money they should invest in print. ## **Enter Digital Marketing and the Death of Print Media** The first digital marketing campaigns appeared as early as 1994, but it wasn't until 1996 that marketers could track sales data from digital media. In 1997, online sales accounted for only 0.2% of total e-commerce retail sales worldwide - That's compared to today's staggering 40% of total e-commerce retail sales worldwide. Since digital marketing gave marketers the ability to track ROI, print media slowly started to die out. The last major player in print media was Newsweek which ended its 80-year run as a print magazine in December 2012. Nowadays, print media only makes up about 4% of total media ad spending, and the number continues to shrink as time passes. ## **The Rise of Digital Media** While print media is considered very credible by many consumers, it seems that it is becoming less reliable as time goes on. Print media has lost its place to online advertisements which are dominating the market because they are cheaper, more effective, and easier to use. ![Vintage newspaper print](https://bigwave.co.uk/wp-content/uploads/2024/03/vintage-newspaper-gce32c9938_1920-281x300.jpg)Today, digital is the most popular form of advertising and marketing. Over 90% of marketers currently use online and mobile ads to market their products and services. Digital media has also given birth to new types of social media that allow companies to better communicate with their consumers and get feedback from them. ## **Using Print Media in the Modern Marketing World** Print media isn't going anywhere anytime soon. Print marketing may not be as effective as it used to be, but it has played a huge role in shaping our world and will continue to have an impact on the way businesses market their products. Print is not just a trend or tactic that is here today then gone tomorrow. Print is an effective method of marketing that has been used for centuries and will remain just as relevant throughout time. Marketers need to look at the history of print media to learn how it has succeeded in the past. By understanding print's history, modern marketers can use printed materials as a credible way to market their products while also being able to predict its downfall if digital media continues to steal attention from print. Print media has been around for hundreds of years and has changed alongside the evolution of modern society. But now that digital marketing is available and trackable through sales data, print material may become obsolete in terms of marketing value. Even with this change, print media is still an important part of society. Marketers can learn from print's history to better understand how consumers react to their print materials and what kind of content they find valuable. ## **The Future of Print Media** Print media has been around for hundreds of years and has survived many technological changes throughout history. So, while digital marketing is currently taking over the world, print still maintains its own relevance thanks to its history and is an excellent way to connect with consumers on a more personal level. Print may no longer be the most popular form of advertising, but it will always have a niche in the advertising world as long as people exist. --- *For information on the importance of print marketing, [read our latest blog](/okf/article/the-importance-of-print-marketing.md) or [contact us](https://bigwave.co.uk/contact/) for more information.* --- ## A Comprehensive Guide to Increase Email Engagement In 2023 it may seem like [email marketing](/okf/page/email-marketing.md) might be decreasing in value, however, that couldn’t be more wrong. Email marketing remains the top way for businesses to engage with their customer base from a conversion standpoint. Unlike other forms of marketing such as PPC or social media, email marketing is targeting customers or businesses that you know already have an interest in what you or your business has to offer, you have key data on them, which can make it easier to market to them. That being said, email marketing still requires a touch of that strategic marketing magic to get your email database to engage in your emails and eventually convert into a paying customer. We have all received those spammy sales emails that go straight into the trash folder without a second glance. By utilising the following guide you can increase the chance of your email being opened and your calls to action being engaged with. ## **What Is Email Engagement** Email engagement can mean various things from marketer to marketer, so firstly let's clarify what WE mean when we talk about email engagement. We are refereeing to the trackable metrics linked with email marketing: - Email open rate: The percentage of individuals on your marketing list who open the email. - Click-through rate: The percentage of people who clicked at least one link within the email. - Conversion rate: The percentage of email subscribers who complete result actions such as purchasing a product or downloading a PDF after clicking through from an email. However, it is worth noting that these metrics are not always accurate due to the introduction of privacy settings and spam filters such as the one put in place by Apple. ### What To Expect From Email Engagement Rates When you look at these metrics, don’t be disheartened by lower percentages. The average open rate of marketing emails across industries is approximately 21.33% because most people delete most marketing messages without ever opening them. Regardless of this, as we said, email remains one of the number one ways for businesses to engage with their customer base, and finding the right strategy and optimising your emails to your audience will help to improve your engagement rates. This brings us to our first point. ## **Create an Email Marketing Plan Tailored To Your Customer** A one-sized fits all approach to email marking will no longer cut it in today's climate. People like to feel valued and appreciated, and that is no different when it comes to marketing. ### Email Database Segmentation One of the first steps to increasing your email engagement is to segment your database. This means separating your database into small email lists based on various factors and criteria. This could be gender, age, or location; however, this could also refer to more specific criteria such as preferences, online behaviour, or existing assets. According to one study segmented email campaigns showed higher email engagement rates: - 14% higher open rates - 101% more clicks ### Relevant Email Content The second part of tailoring your email marketing to your customer base is ensuring your content is relevant. Promoting products or sending specialised offers to the individuals on your database who would be interested in them is a surefire way to increase your email engagement. ## **Create Sublime Subject Lines** Once you know who you are emailing and the topic of said to email it is time to grab their attention with an engaging subject line to encourage them to open the email. The best subject lines are the ones that are short, clear and give just enough information to get the reader to open the email for more information. A good subject line should do one of the following: 1. Use personalisation where possible. 2. Create a sense of urgency. 3. Generate FOMO (The fear of missing out.) 4. Address a customer pain point. 5. If appropriate use humour and don’t be afraid to be fun – you could add emoji! When crafting your subject line, try to avoid: 1. Using capitalisation or multiple exclamation marks. 2. If possible, avoid the overuse of spam sales jargon such as sale, deal and must buy. Think about what would entice you to open a sales email and try to emulate that. ## **Optimise the Preview Text** Once you have written your email subject line it is important not to neglect the preview text. These will be the next words they will read and can be the difference between them opening your email and sending it to the trash. Use this to give the reader a taste of what is contained within the email with a little using more information that the subject line. This could be details of the offer or a very brief description of the product promotion. ## **The Importance of Clear Email Marketing CTAs** It is vital you consider the result you want to achieve from the email you are sending. Do you want them to engage on your social media? Are you promoting an offer on your website? Collecting more customer data? Whatever you goal of your email is, make sure that your call to action clearly reflects that. Ensure your CTA is clear and easy to follow, with actional language. The most popular way to present a CTA is a bold stand-out button that should sit central and near the top of the email. You can also experiment with different types of CTAs, try different methods on emails and track the engagements of these CTAs to determine the most interacted methods from your customer base. ## **Personalisation** It is no secret that personalisation Is a leading driver in whether the receiver will open and read an email or not. Every brand and company is embedding the addition of the recipient’s name and other basic informational data, so that won’t help you stand out. So, what else could make a dynamic, personalised email experience? This is where you can utilise more in-depth data such as purchase and browsing history to tailor the recipient to personal preferences. For example; offering them a limited-time discount on a product that they have previously had in their checkout basket or a service landing page they have viewed. This in-depth content personalisation goes hand in hand with your email data-based segmentation, and by incorporating both these concepts into your email marketing plan you can increase your chances of engagement dramatically! ## **Email Marketing Tone of Voice** When you are drafting the copy for your emails, your tone of voice should be a friendly and informal version of your brand's tone of voice. As with personalisation, readers respond well to a more casual tone to email marketing. Furthermore, when writing non-service or non-product-based emails, incorporate a flare of storytelling. If you are updating your database on the latest news in your organisation or you are providing further information on your brand, writing it in a captivating way can help your reader to stay interested in the information and invest in your organisation or business. ## **Eye-catching Infographics and Design** Since the development of social media in the last 10-15 years, imagery in marketing has become even more crucial. People are no longer interested in digesting reams of text to discover offers or brand information. Imagery with minimal text is now the more successful form of delivering information. It is always a good idea to place an eye-catching infographic highlighting the content of your marketing email to draw the recipient in. Once you have their attention they will then dive into the text and engage with your CTA and hopefully convert into a paying customer. ### Videos In Email Marketing If the subject of your marketing email deems it possible, why not go one step better than a graphic and embed a Video at the top of your email? The reader should not have to leave the email to watch it, and it should play automatically upon opening for the best results. ## **Ensure the email is designed for mobile too!** Most people today open and read their emails through their phones, in fact over half of the emails received today are opened on a mobile device. This is especially true for personal email accounts, which are often where your marketing emails will be sent to. Therefore, it is vital for the engagement rates that you design and craft your emails to be mobile user-friendly. You need to: - Ensure your template is optimised for mobile. - Use captivating imagery. - Keep your text short and sweet. Ensure you use paragraphing. ## **Send Your Marketing Emails at the Right Time** So, you have created an informed email plan, written a sublime subject line, crafted captivating copy and designed an eye-catching graphic. All of this will be redundant if you send the email at the wrong time. Finding the right time will depend upon your audience. Most adults will check their emails in the morning and the evening, however, this could be different for your audience. The same goes for the day of the week you send your marketing emails. Some surveys suggest that mid-week is the best time to send a marketing email, but again this may be different for your audience. Even though 58% of adults check their email first thing in the morning, you may find that your subscribers behave differently. You’ll want to experiment with sending your emails at different times of the day to see when you garner the most engagement. Try sending your marketing emails at different times and on different days to figure out the right time of day, as well as the best days for your audience. Ultimately, email marketing can be a little bit of trial and error as you discover what your customer base and email list respond well to. Trying a range of approaches and analysing the data is the best way to increase engagement in your email marketing and ultimately generate more conversions. Bigwave can help you with every step of your email marketing journey, from campaign planning to design, copywriting, email list segmentation and sending. From small businesses to large corporations, email marketing is an essential part of any company’s toolkit, and we can help you optimise the process and increase your engagement. [Contact Bigwave](https://bigwave.co.uk/contact/) today for more information. --- ## A Guide to Google My Business During the COVID-19 Outbreak Your Google My Business listing is probably one of the best ways to keep people informed, as the GMB listing appears any time someone searches for your brand name on Google. This can include information about your business hours, how the outbreak has affected your service times, and, if your business is closed, when it will eventually reopen. Google has recently been prompting business owners to update their listing if their business has been affected by the COVID-19 outbreak and has released official documentation on the website on how to do so. [https://support.google.com/business/answer/9773423?p=covid\_19](https://support.google.com/business/answer/9773423?p=covid_19) If you would like to know how to get access to your business listing or you don’t have one and want to verify, you can refer to the GMB help centre: In addition to this they have been releasing new features, but also limiting others, likely due to increased demand. Some of the limited features that we have noticed are: - Inability to post and answer reviews - The functionality for customers to ask questions has been removed - Delay support requests - Delays in updating listings. ### New on Google My Business: #### Temporary closures This is an option that was added to GMB as an easier solution to changing the business hours and should be used for instances where the closure is longer than 2 weeks. Google has also mentioned that “At this time, Google relies on authoritative data sources, where available, to mark certain types of places as 'Temporarily Closed' on Google Search and Google Maps.” So, if your business is still open, you may want to check that it has not been closed down in error. #### COVID-19 update Under the Posts section, there is now a new type of post which is “COVID-19 update”. This has the same functionality as the “What’s New” section but with no ability to add an image. This is a great way to keep customers informed on any new developments with your business due to the outbreak. #### **How to post a COVID-19 update** 1. Login to Google my Business at 2. Go to Posts in the left vertical menu 3. Click COVID-19 update and enter your update and call to action 4. Hit Publish ### Relaxed guidelines and more support for restaurants Restaurants can now use the GMB title to advertise service changes like home delivery services. Normally the GMB title should only contain the Business name, but under the recent circumstances, Google has relaxed the guidelines to help out restaurants that are looking for different options to service customers. In addition to this, Google Maps has also added 2 more categories for “Delivery” and “Takeaway”. But how does Google know if your business now offers delivery/takeaway option and how can you make sure that your business appears in one of those 2 categories? 1. Google is known for using hints and the change to the title is probably the first hint they will use. So, we recommend that if your restaurant does have this option, that you advertise it via the GMB listing title, where instead of “Joey’s Restaurant” you should change to “Joey’s Restaurant – Delivery and Takeaway Available” (for example). 2. Create a page on your website about delivery and takeaway. We know that Google will crawl and use information on the website to rank businesses in maps for different search terms, so it is best to have a page dedicated to the delivery aspect of your business. 3. If you have a Chinese or pizza delivery service, these options are also available under the Services section in your GMB profile when you add another business category. --- ## A Guide to Print Marketing Print marketing is a form of advertising where businesses use various printed media methods to promote their brand, services, or products. Even though the evolution of digital media has changed the way we advertise and market, print marketing is still just as effective. In this guide, we look at print marketing to increase awareness of its effectiveness in the digital world. ## **1. What is Print Marketing?** Print marketing refers to using advertising tools published in printed formats such as newspapers, magazines, brochures, or flyers for marketing purposes. Print marketing can include logos, coupons, informational pieces, invitations to sales or events, and newsletters.Not only will print media help increase the awareness of your brand, but it also encourages your audience to make purchasing decisions. This leads to improvements in conversions, ROI, and customer retention.Sometimes, digital adverts can be disruptive and are often ignored due to the number of businesses competing against one another to stand out to the world. Print media can help brands make a lasting impression and are an important part of every marketing strategy that can help you reach people offline.## **2. When was Print Media Born?** As mentioned in our previous blog, **[*A Brief History of Print Media*](/okf/article/a-brief-history-of-print-media.md)**, print has been around for many decades. After Gutenberg invented the printing press in the early 1400s, the world started to leverage print in marketing.The first print advertisement was in 1472; a flyer nailed to a church advertising a book of prayers. From then on, early newspapers featured text-based adverts, mainly for job vacancies. In the late 1600s, consumer goods started appearing in publications. Print media quickly evolved, and the rest is history (until the rise of digital media!).## **3. Why is Print Marketing Important?** Today, despite the ever-growing digital landscape, print media is still an important part of marketing. People love magazines, newsletters, invitations, coupons or deals, event guides, recipe books, brochures, business cards – the list is endless. Even though print marketing is more costly than digital, it evokes a feeling in people that digital media can't always match. Print marketing can help you raise awareness, drive new leads, promote sales, introduce new products and services, and help differentiate your brand from another. Around 82 per cent of consumers trust print ads most when they are making purchasing decisions, and over 90 per cent find print ads easier to read than digital. Of course, it depends on your target audience, but another report showed that if you combine both print and digital in your strategy, it will make campaigns a whopping [**400 per cent more effective**](https://topmediadvertising.co.uk/top-print-advertising-statistics/).## **4. How to Use Print in Your Marketing Strategy** There are several types of printed media methods you can use in your strategy, including: - Business cards - Brochures - Flyers/leaflets - Posters - Magazine ads/whole publications - Zines - Physical coupons - Guides - And more In your strategy, you should think about which method of print marketing is best for your brand, how you are going to create it, who you are creating it for, and how and when you are going to distribute it – just like any other digital marketing strategy.Print materials should be high-quality in terms of content and design but easy to understand so you don't conflict with your audience's purchasing decisions.## **5. Conclusion/Summary** The world of print has helped shape society. Without it, where would books, magazines and newspapers be? Even though digital media is at the forefront of marketing strategies, print marketing will never die out. Print marketing can be used in many ways, so it's important to understand all the options. For more information on the importance of print marketing, why not **[read our latest blog](/okf/article/the-importance-of-print-marketing.md)**? Alternatively, **[contact our experts](https://bigwave.co.uk/contact/)** about our **[print procurement services](/okf/page/print-procurement.md)**. --- ## A guide to the 'real' Exeter: the 7 best independent cafes and restaurants --- ![](https://bigwave.co.uk/wp-content/uploads/2024/03/Grace-Bird-1.png) Grace Bird is a History undergrad at the University of Exeter and our Digital Marketing Intern. Hailing from Worcestershire, Grace has a keen interest in content and creative writing and an equally strong passion for supporting local businesses. --- Whether you’re a true foodie, visiting Exeter or want to support local businesses, visiting independent cafes and restaurants is an enjoyable way to explore the character and culture of a city, whilst enjoying great food. This guide offers an insight into the seven best independent cafes and restaurants in Exeter and they have been selected for their individuality, atmosphere and quality. *In no particular order…* ### 1. The Old Firehouse The Old Firehouse is one of the most well-known independent restaurants amongst both students and locals in Exeter due to its relaxed atmosphere and great food. Famous for their late night 14-inch pizzas and range of local ciders, the Firehouse is one of the unique food and drink delights of Exeter. By offering affordability, quality food and live music visiting the Old Firehouse is a unique experience and is a great place to catch up with friends and family. However, the menu is not solely pizza and they are also praised for their Sunday roasts and everyday pub classics. #### ***Location: New North Road*** #### ***Price: ££*** #### ### **2. Harry's** This family-run restaurant sources local produce to serve relaxed brunches and lunches as well as celebratory or intimate dinners. Offering a varied menu with over 75 dishes, Harry’s is a favourite of many due to the high quality, locally sourced food and friendly atmosphere. They also offer vegetarian and vegan options catering for every appetite, making Harry’s perfect for groups and parties. #### ***Location: Longbrook Street*** #### ***Price: ££-£££*** ### 3. The Plant Cafe Located in the Cathedral yard, the Plant Café lies within the centre of the city but it stands out from the crowd due to its totally vegetarian menu. This zero-waste, friendly café perfectly caters for a coffee and slice of cake or a spot of lunch. The cosy café offers vegan options, fresh salads and home-made cakes which you can enjoy overlooking the Cathedral green – a real taste of Exeter! #### ***Location: The Cathedral Yard*** #### ***Price: ££*** ### 4. The Glorious Art House The Glorious Art House ranks as the quirkiest of all of the cafes in this guide due to its artistic aesthetic and vibe (hence the name). The building both inside and out is a work of art in itself and regular exhibitions and children’s sing-a-long sessions contribute to the lively, vibrant atmosphere offered by this café. The Glorious Art House caters for breakfast and lunch where you can pick up freshly baked pastries, cakes, soups and bagels. This café is truly unique to Exeter and offers so much more than just coffee. #### ***Location: Fore Street*** #### ***Price: ££*** ### **5. Devon Coffee** Set in the heart of Exeter’s bustling high street, Devon Coffee is the perfect café to pick up a locally roasted speciality coffee. The rustic, authentic interior and amazing coffee sets it apart from larger chain coffee companies and makes visiting this café a real treat. They also offers a selection of cakes and quick bites making Devon Coffee convenient for a breakfast or lunchtime coffee break. #### ***Location: Queen Street*** #### ***Price: ££*** at 6:22amPDT Whether you crave a traditional English fry up or a healthy avocado brunch, No 1 Polsloe is one of the hidden treasures of Exeter which offers a delightful eating experience. Food is served from morning until the afternoon so whether you’re after brunch, lunch or a quick coffee, No 1 Polsloe has got you covered. The affordable prices and high-quality food of this small café make it popular with students and locals alike and booking is advisable, especially on weekends! #### ***Location: Polsloe Road*** #### ***Price: £*** ### **7. Mangos** Situated on the quay, the relaxing atmosphere and view of the river is only one reason to visit Mangos café and bar. Mangos is the perfect place to sit by the water’s edge enjoying a coffee or a glass of wine and has a friendly, casual vibe. They offer both a breakfast and lunch menu which include a full English breakfast, smashed avocado, baguettes, flatbreads and of course a classic Devon cream tea. A perfect spot for a drink or bite by the quay, especially on a sunny day! #### ***Location: The Quay*** #### ***Price: ££-£££*** **If you’re a local business located in Exeter and in need of marketing guidance or support, contact [Bigwave media](/contact/) for a discussion.** --- ## A humble egg is now the most liked photo on Instagram At a time when the world can often feel divided, there’s nothing quite like people coming together to achieve a communal goal. Yesterday, while most of us were lazing about the house, wrestling with the emotions that the looming presence of Monday morning often brings, there was one little guy who had his eyes on the prize and at some point last night, with the help of millions of Instagram users (18m to be specific), a humble egg set the world record for the most liked photo on Instagram. Don’t get it **scrambled** though, this wasn’t a case of **whisking** away the prize over a matter of hours. Egg Gang have **soldiered** on for 10 days to **poach** the coveted record. The picture (posted on the 4th of January) now has over 25 million likes and the account (@world\_record\_egg) has amassed over 2 million followers! Quite how they **cracked** the Instagram formula for success is a mystery but if they’ve done it through engagement and outreach, it’s safe to say they must be **eggs-hausted.** The previous record holder, Kylie Jenner has already spoken out in an **egg-ressive** post on her own Instagram but with her social clout, I imagine Egg Gang will be too **chicken** to respond. What the success means for the creators of the Instagram account remains to be seen. While I doubt it will get them **laid**, it could certainly position them as an influencer and if they work as hard on their next project, they may even **beat** their own record by **Easter**. Anyway, enough **yolking** around, my brain simply cannot produce any more puns; I’m **fried**. --- ## A message to women in digital marketing I’m not ashamed to say that 4am is not my favourite time of the morning – it’s far too early for my taste. Though, that didn’t stop me and fellow co-workers setting off to our first ever BrightonSEO. Snuggling up in the back-seat of the car, trying my very best to return to my slumber and shut out the world, it was hard to see any excitement on my face but believe me, it was there… somewhere. Several hours and a handful of digital marketing-related dreams later, we arrived in Brighton. #### **Failure IS an option** The most interesting speech, in my opinion, was ‘Why Failure Should Be an Option For All Of Us’, delivered by Arianne Donoghue of Epiphany Search in Leeds. Arianne is a member of ‘She Does Digital’, a collective aimed at helping to equalise the gender balance in the marketing industry. Her keynote focused on the role of women in the digital marketing industry and the struggles that often accompany their career climb. Donoghue’s address highlighted that studies reveal girls at the age of six consider themselves as ‘less talented’ than boys of the same age – despite having tested better in the subjects studied. Additionally, she also explained that men will apply for a job if they fit 60% of the employer’s criteria. In contrast, women will only apply for a role if they meet 100% of the criteria. This is down to our natural fear of failure. However, the takeaway message Donoghue wanted her female observers to understand, is that failure can be and should be an option. Using herself as an example, she relayed anecdotes detailing how the lessons learnt from past failures and her ability to take risks, helped her reach where she is today. Moreover, she also wanted to reaffirm a message of self-confidence to young women everywhere – be comfortable in who you are and be proud in what you have achieved. #### **Inspiring women who go a step further** Upon hearing that of all FTSE 100 companies only 7 are headed by female CEOs, I was genuinely speechless. On a more personal note, Team Bigwave arrived at Brighton SEO an equally-valued group of individuals, ready to learn. Workplace equality should not be an issue in today’s industrial sphere, not because it is not a subject worth addressing, but rather, the issue should have been resolved long ago and simply non-existent today. Woman like Arianne are an inspiration, espousing ideals that should be commonplace and demanding industry equality be sought for all. Telling girls to have the confidence to fail is but the first step, asserts Donoghue. She reassures that there is no need to unwarrantedly criticize yourself. Arianne’s story is a first-hand example that highlights how a forward-looking outlook has a colossal impact on a career’s trajectory. Mistakes and failure help us to learn, grow and develop, not only as individuals, but as women in the workplace more specifically. Failure is, in itself, not a failure, but the catalyst for self-improvement. #### **Digital marketing – an industry of diversity** As the day ended, I was disappointed to leave, but satisfied in my efforts to quench my thirst for marketing knowhow. And so, we began our long journey home. Many road closures gave me enough time to reflect on the day, affording me an opportunity to think of what lessons I would bring with me into the workplace. What I will take with me is the vision of equality for our industry. I am thankful to work in an environment where my contributions are valued, and my opinions are respected. Everyone has the right to make mistakes and indeed learn from them. Take time to reflect upon the fruits of your labour. Arianne concluded her presentation with helpful pieces of advice for young women in our industry. Allow me to share them with you: ##### **Plan ahead** Planning makes you feel confident and helps you to focus your efforts. ##### **Know your scheisse ;)** Make sure you are prepared for that upcoming meeting or have practices that forthcoming presentation. Practice makes perfect - no question will catch you unawares. ##### **Speak up** If there’s something wrong, if you feel uncomfortable or you simply have a question: speak up and ask. Be confident in yourself. ##### **Don't be scared** If you have a positive suggestion or improvement that could be made, make sure you convey this idea. Remain respectful but authoritative. ##### **Be positive** Positivity is one of the greatest tools in your arsenal. No matter how stressful your day seems, make sure you remember that everything is going to be alright. ##### **Keep a log** Not only will this help with this list’s first suggestion, but by also keeping note of the compliments your work receives, it’ll additionally help you to maintain a positive working outlook. ##### **Be bold** No more ‘what ifs…’. ##### **Be visible** People around you can only notice you if you are visible. Get in touch, convey your thoughts and get yourself noticed. ##### **Do the scary thing** If you don’t buy a ticket, you won’t win the raffle. Everyone has made a mistake, so do not be scared of taking risks. Every failure is a lesson that you can learn from. --- ## A simple guide to HTML eflyers **Why make a HTML email?** It is much quicker to send a graphic of a flyer or poster in an email but there are a number of reasons not to do this. One of the main reasons for this comes from email clients not displaying images as a default. Should you send an email to a customer using a graphic as a promotion and they don't have images turned on, they will not see the contents of the email. Although you still using images in an HTML email, you use real text where possible to make sure that if images are turned off, that the message still comes across and the user can decide to enable images. **What's the process?** The best way to start the process of sending a HTML email is from the very first design. It is possible to slice up a flyer or poster into a HTML email but it isn't advised. Most likely the text won't be a web/email friendly font, it will most likely be on an angle (not possible in emails) and there will be several layers and background images that won't display in all email clients/readers. If a design is expected to be a HTML email too, then a new design needs to be completed. Many colours, elements and images of the design can be used but they are laid out in a way that will be email friendly. Therefore, the text will be created in the HTML and not made as a graphic and will only read as plain text if no images are turned on. Social Network icons can also be added as direct links to the relevant webpage. The email, which can be picked up in a preview window on phones and desktops, can also be forwarded to a friend, which increases your customer database. **How are they built?** HTML emails are built using a combination of HTML and CSS coding, at Bigwave Media this is done by our in-house email development or web team. They should be built using industry standards and tested to work across the majority of email clients/readers. Although emails are HTML, they are actually very different to modern day websites and are in fact more like webpages from the 90's with a few modern tweaks. Most web coding will not work in an email. When the build is completed at Bigwave Media, the files are uploaded into our own eMarketing system called eCampaigns and tests are sent to make sure the email will display correctly. Any issues are fixed and the test will be repeated. **How are they actually sent?** It is possible to send a HTML eflyer through a standard email client (like Outlook) although it can sometimes be a little complicated and throw up issues like having a cap on the number of recipient email addresses it can be sent to at any one time. Additionally you won't receive any analytical data as to whether the email has been opened or if a link has been clicked. The best way to send a campaign is through an eMarketing system. There are many on the market, at Bigwave Media ours is called eCampaigns. Systems like eCampaigns give you lots of possibilities like being able to segment your data, review rich analytics on the success of a campaign, keep tracking going even if an email gets shared on social media. The additional benefit of a system is that it is possible to have a HTML template built that allows you to create a new campaign eflyer or newsletter without any coding. You simply add your text and images and away you go. While we build templates for our own system we can also build templates for other systems so if you are using a third party system just get in touch. When we complete a standalone HTML eflyer we then transfer it into the clients eCampaign account. If we build a template then we add a draft version for client testing. The client can then assign a certain database they would like to send the email to and it is then ready to send out immediately if required. Like most systems, you have the ability to schedule an email to go out at a certain date and time. For example, you may want your customers to receive the email on their way to work in the morning, ensuring a more efficient opening and response rate. For information on our eCampaigns system please visit our [eCampaign page](http://www.bigwavemedia.co.uk/emarketing/) . For a standalone HTML eflyer quote please get in touch by calling **0845 643 2385** or visit our [contact page](http://www.bigwavemedia.co.uk/contact-us/). --- ## Advantages of Video Marketing According to [cisco](http://www.cisco.com/c/en/us/solutions/collateral/service-provider/ip-ngn-ip-next-generation-network/white_paper_c11-481360.html), video will account for 69% of all consumer internet traffic by 2017, with this extraordinary increase in traffic directed to video, we’d thought that we would write a blog post on the advantages of video marketing. A strong video helps visually explain a product or service in a way that words simply can’t complete. Videos are increasingly being incorporated into marketing [campaigns](/okf/page/film-video.md), with the rapid boost in video platforms like [YouTube](https://www.youtube.com) reaching billions of views a day- there’s no reason why your business shouldn’t be tackling this trend. Getting creative with your video often increases the amount of engagement it receives, there are several different spins that can be taken in regards to the content. The common choice would be actual film footage of the product of service that your business provides. This type of video alone can take a various angles depending on what you want to portray as a brand. For example, if you wanted to promote a fitness class, you would make the video fun to attempt to entice the viewer to attend the next session. However, if you were promoting a business event, you would want to take a more professional approach to the [video](https://www.youtube.com/watch?v=DbCMXuCNXM4). Videos can be pure film footage, [animation](https://www.youtube.com/watch?time_continue=49&v=bWuMBiAEGp4)/[illustration](https://www.youtube.com/watch?v=0oI9n_SyPQs) or [motion graphics](https://www.youtube.com/watch?time_continue=35&v=gRKjgY2Q-7s), again depending on your objective. The visual elements allow viewers to take in more information than what they usually would if they were reading written text. A study from the Online Publishers Association found that 80% of users recall a video ad they viewed in the past 30 days in comparison to only a 10% retention rate when reading text. One of the most vital parts is video marketing is the length of the video, if the video is too long then viewers will drop off which may not make the video effective. A short but concise video showing the services that your business provides usually optimises the video. There are several platforms that your video can be published on, the main competitor is [YouTube](https://www.youtube.com), this can then be linked to your [Facebook page](https://www.facebook.com/bigwavemedia) which can increase them reach of people that see your video. [Between](http://techcrunch.com/2015/11/04/facebook-video-views/) April 2015 and November 2015, the amount of average daily views n Facebook doubled from 4 billion to 8 billion. This rapid deviation between a couple of months is phenomenal in regards to video marketing. Here at [Bigwave](http://www.bigwavemedia.co.uk/), we offer bespoke [video packages](/okf/page/film-video.md) including onsite filming, animation/illustration and even publishing and promoting the launch. For an informal chat about how your video can promote your product, please contact by either our [contact form](/contact/) or by phoning us on 01392 492380. --- ## An Introduction to Blockchain and Cryptocurrency in Marketing **All marketing agencies want to get ahead of the race when it comes to exhibiting their competitive advantage and value to prospective clients. Many new technological opportunities are emerging, and one of the biggest things tech giants and enthusiasts are keeping an eye on and harnessing is blockchain technology and cryptocurrencies.** So, how do blockchain and cryptocurrency in marketing work? In this blog, you'll gain a better understanding of what blockchain technology and cryptocurrencies are, and how they can help increase your marketing efforts. ## **What is Blockchain Technology?** Blockchain is a secure database that stores information electronically in a digital format. It differs from traditional databases in the way that it stores information; [blockchain stores data inside blocks, sequentially chained together in chronological order via cryptography](https://www.investopedia.com/terms/b/blockchain.asp). This irreversible timeline of data ensures all the data stored is completely transparent, with digital information recorded and distributed, but not edited (altered, deleted, or destroyed). Blockchain is essentially a digital ledger, a system that is impossible to penetrate by hacking, editing, or cheating. It has been utilised by several sectors, including finance, IT, and banking. Blockchain eliminates the need for middlemen or centralized third parties to control transactions – providing timestamped and transparent records for total peace of mind. Over the years, blockchain technology has enabled the invention of several cryptocurrencies, decentralized finance platforms, [non-fungible tokens](https://www.ft.com/content/852b7961-51ee-43a3-8caf-f39bb479655c) (NFTs) and [smart contracts](https://www.ibm.com/topics/smart-contracts). ## **What are Cryptocurrencies?** Cryptocurrencies are a form of blockchain technology. You might be familiar with the names Bitcoin and Ethereum, popular cryptocurrencies that use blockchain to operate. They are essentially digital currencies that the public can invest in, trade, and use to make purchases. If, for example, you invest in a cryptocurrency on an exchange platform (e.g., [Coinbase](https://www.coinbase.com/) which lists every available decentralized coin) when it is worth very little, when the value of the coin increases, so does the money you put into it by however many per cent the value went up. This is why crypto investments are trending. ## **Companies Using Blockchain & Cryptocurrency** Blockchain in digital marketing is becoming sought after due to its benefits. You may wonder if it's even possible to harness blockchain technology for marketing. It is, however, blockchain is complex and can take some time to get used to. Well-known companies that are using Blockchain and Crypto include: - IBM - Microsoft - Meta - Walmart - HSBC - Shell - Visa - FDA - Pfizer - CDC - Ford - Plus, many more ## **How Does Digital Marketing with Blockchain Work?** Businesses collect consumer data unlike ever before, and this data is used for major business decisions and developments such as new products, pricing, campaigns, and strategies. However, consumer data is vulnerable to fraud, mismanagement, and being leaked as well as inconsistencies that make the data less accurate. Transactions on blockchain platforms are time-stamped, captured in blocks, and sequentially chained to create an official ledger. Blockchain helps businesses maintain transparency in operations as trust, authenticity and product details are what consumers want. It is impossible to hide anything on a blockchain, and this transparency not only saves money but real-time data aggregation. Blockchain can help businesses make more money, reach new customers, and solve business problems with improved data quality and access. Real-time access on a blockchain platform will help marketers gain visibility over customer profiles, points, purchase patterns and history, and responses to ads and promotions. So, rather than paying a third party like Google or Facebook to acquire the data they own on your target customers, you will get it from an accurate source – directly from the consumer – by paying or incentivising them. In the same way, marketers can use smart contracts. These are virtual agreements where there is no need for validation, review or authentication by intermediaries. With a smart contract, users can activate it when they subscribe to a newsletter or sign up for a rewards programme. ## **How Blockchain & Cryptocurrency Could Improve Marketing Efforts** Countless companies are harnessing blockchain technology and using (or creating their own!) cryptocurrencies. If you're a business considering blockchain and crypto to help improve your marketing efforts, the following may help you make a decision: - **Payments** – Blockchain and cryptocurrency will have a significant impact on how we make purchases. With the rise in crypto credit cards, [stablecoins](https://www.coinbase.com/learn/crypto-basics/what-is-a-stablecoin) and even online retailers allowing users to pay with crypto, it is smart to see how a cryptocurrency can work within your business sooner rather than later. Digital currencies have the potential to eliminate cash altogether. - **Analytics –** Utilising a blockchain decentralized ecosystem to gather and analyse consumer data is highly accurate, secure, and consistent. - **Content –** Blockchain could change how content is stored and distributed. A decentralized ledger could be a leading solution in copyright protection. This will provide consumers with more freedom in how they pay for or consume content. - **Social Media –** Meta is working on its own cryptocurrency for the Metaverse called [**Diem** ](https://www.diem.com/en-us/)coin. It acts as an NFT (non-fungible token) so users can exchange, purchase, and withdraw securely in the virtual world, so it won't be long before crypto in social media becomes the norm. As an example, marketers could set up tokens for campaigns and reward their customers. - **Loyalty Schemes –** When a new transaction occurs on a decentralized ledger (blockchain platform), a unique token is created and assigned to the transaction. Many industries have loyalty schemes where their consumers earn points, like travel companies. However, with blockchain, people can instantly redeem and exchange multiple loyalty point currencies in one place. - **Advertising** **-** Businesses can bypass today’s social media dominators by interacting with consumers directly and sharing the reward of ad exposure directly with them. As more and more people worldwide adopt blockchain technology and cryptocurrencies into both their personal and working lives, it is highly likely we will see a rise in the marketing industry too. --- Bigwave Marketing is a full-service agency filled with marketing professionals from a variety of backgrounds. [Get in touch today](https://bigwave.co.uk/contact/) if you're interested in our services. --- ## An Introduction to Google Analytics 4 **A warm welcome to [Google Analytics 4](https://support.google.com/analytics/answer/10089681?hl=en)! Google's new vision for the future of analytics combines data from both apps and websites. From July 1st 2023, standard Universal Analytics properties will no longer process data. But not to worry, all existing Universal properties can be upgraded to GA4, and those accounts won't be affected as new Analytics properties will be created to collect new data.** We all knew it was coming. As the digital world evolves, so must the components that make it up. Google is confident that they have nailed the future of analytics with a new measurement solution that enables users to acquire data unlike ever before. This new initiative is only going to benefit businesses. However, the announcement has caused some panic in current GA users as Google's significant changes only mean something new to learn and understand, which will be time-consuming for many. ## **What is Google Analytics 4?** Google Analytics 4 is the new version of Google Analytics, announced in October 2021 and coming into motion in July 2023. Before GA4, there have been three previous versions, including: - **GA1** – Classic Google Analytics (ga.js JavaScript library) - **GA2** – Universal Analytics (analytics.js JavaScript library) - **GA3** – Universal Analytics (gtag.js JavaScript library) ## **What's Different About Google Analytics 4?** Google Analytics 4 still uses the gtag.js JavaScript library, but it has a new measurement model called Event+Parameter. This new model ensures that GA4 can enable robust cross-device and cross-performance tracking, accurate reporting on unique users, advanced analysis reports, unlimited data volumes, automatic event tracking, new engagement metrics, and debugging. GA4 will feature enhanced AI-powered insights, offering better prediction and analysis. All this makes GA4 one of the most powerful marketing tools for insights out there. > *“Because the technology landscape continues to evolve, the new Analytics is designed to adapt to a future with or without cookies or identifiers. It uses a flexible approach to measurement, and in the future, will include modelling to fill in the gaps where the data may be incomplete “* ***- Vidhya Srinivasan, Google*** In essence, a lot has changed. Google Analytics 4 uses data structures and collection logic different to what users are familiar with. There will no longer be Sessions; everything in GA4 is built around events and users, the model processing each user interaction as a single, standalone event. However, as significant as this change might seem to GA users, this new angle provides some considerable benefits. ## **What Are the Benefits of Google Analytics 4?** Where do we start? There are a whole host of benefits to Google Analytics 4. Some of the key ones include: - The new measurement model (Event+Parameter) is more flexible and superior - GA4 is a platform built for both mobile apps and websites - Includes built-in roll-up reporting with greater accuracy - Highly robust cross-device and cross-platforming tracking - Easier to track conversions - Allows the creation of complex conversions - Provides predictive analysis capabilities - A stronger focus on user journeys - Enhanced data visualisation capabilities - Highly accurate cross-device insight using AI learning - Automatic tracking for certain events - Event tracking - The reporting interface provides debugging - A brand-new set of metrics with more accurate engagement tracking … and they're not even all the benefits! ## **Why is Google Getting Rid of Universal Analytics?** Google is upgrading to Google Analytics 4 and moving away from Universal Analytics to enable cross-platform insights. On the 1st of July 2023, Universal Analytics will stop collecting data and become obsolete, and GA4 will be introduced so that users can measure data across both websites and apps. After this date, users can still access their previous data in the Universal Analytics property for a minimum of six months. > *“Universal Analytics was built for a generation of online measurement that was anchored in the desktop web, independent sessions and more easily observable data from cookies. This measurement methodology is quickly becoming obsolete.“* ***- Russell Ketchum, Director, Product Management @ Google Analytics*** The new solution will provide adequate privacy protection, with improved comprehensive and granular controls to meet user expectations. IP addresses will also no longer be stored. These initiatives are vital to meet the evolving needs of businesses and the landscape of modern international data privacy. GA4 will be operatable on various platforms using an event-based model. Google considers this next-generation measurement solution to be future proof. ## **Should I Get Google Analytics 4?** Yes. Improved data collection will help you and your business create more informed marketing decisions and strategies. You can still run your Universal Analytics property in conjunction with the new GA4 property. We recommend running both alongside each other so you can reap the benefits of comparing overlapping data. ## **How to Upgrade to Google Analytics 4** Google strongly encourages users to export their historical reports in preparation for the switch. However, you will be able to run both simultaneously, so there's no need to worry about losing any historical data in the early stages. To set up GA4, use the GA4 Set Up Assistant, located in the Admin section of your UA page. Here, you will be able to create a new GA4 property. --- Google Analytics 4 is designed to help businesses meet their key objectives and better their operations. GA4 will enable users to access insights across a scope of touchpoints, acquire more valuable and actionable data, and accurately map out user journeys. UA properties will stop processing new data on July 1st 2023, and 360 UA properties will stop on October 1st 2023. After this, historical data will still be accessible for at least six months. If you require support for Google Analytics 4, [get in touch with our SEO experts today](/okf/page/seo-services.md). --- ## An up-to-date guide to social media image sizes A social media account is an extension of your brand and is often the first port of call for prospective customers, so it needs to look great. Our useful, evergreen\* guide to social media image sizes is here to help you during the design stage of your brand identity. *\* Accurate as of June 2019* ### Facebook Image Sizes Cover image: 820 x 312 (min. 400 x 150) Profile image: min.180 x 180 Shared post image: 1200 x 630 Shared link preview image: 1200 x 628 Event image: 1920 x 1080 ### Twitter Image Sizes Header image: 1500 x 500 | max. 5 MB Profile image: 400 x 400 | max.2 MB Image in a tweet: 440 x 220 ### Tumblr Image Sizes Profile image: 128 x 128 Image post: 500 x 750 (max.1280 x 1920) | max.10 MB ### LinkedIn Image Sizes Banner image: 1584 x 396 | max. 4 MB Profile image: 400 x 400 (min. 200 x 200) | max.10 MB Company Cover image: 1536 x 768 Shared image: 350 pixels wide Shared link preview: 180 x 110 Company logo image: 300 x 300 | max. 4 MB Company cover image: 1536 x 768 (min. 1192 x 220) | max.4 MB Company page banner image: 646 x 220 | max. 2 MB ### Instagram Image Sizes Profile image: 110 x 110 Image thumbnail: 161 x 161 Shared photos: 1080 x 1080 Shared videos: 1080 pixels wide Instagram Stories: 1080 x 1920 (min. 600 x 1067) | max. 4 GB ### Snapchat Image Sizes Geofilters, ads, and lenses: 1080 x 1920 ### YouTube Image Sizes Channel cover images: 2560 x 1440 | max. 4 MB Channel icon: 800 x 800 Video thumbnail: 1280 x 720 ### Pinterest Images Sizes Profile image: 165 x 165 | max.10 MB Board cover image: 222 x 150 (min.55 x 55) Pinned image preview: 236 pixels wide --- ## Are QR Codes dead? Yes - if you are using them wrong! The honest answer? Almost. They have been dying a slow death because of the unpopular way advertisers have been using them. QR Codes are a smart technology so they have to be used in a smart way. When we first saw this new way of targeting a young tech-based audience digital marketers went mad and crammed a scan code onto everything in a 10 mile radius of anyone under 30! But it was too much. It wasn't how these small pieces of printed technology were supposed to work. This is a specific medium for a specific audience. Some may think this niche reach is a bad thing but it gives you a chance to really hone in on who is going to be looking at your content. Not everyone has a smartphone and not all of those who do have an app to read QR codes. Are QR codes the right thing for a nursing home? Probably not. An electronics convention? Probably yes! QR codes can often over-complicate a simple thing. Don't have a clunky QR code that sends someone to your homepage. They are called Quick Response codes for a reason. That's lame and a waste of time. Do something cool with it. Have it add an event to a calendar, send an email, download an app, phone a number. A QR code can command a smart phone to do almost anything. Impress your modern, tech-savvy audience with your actual knowledge of QR codes instead of just trying to fit in. **Places to use them:** Business cards, magazines, products, flyers, things you can hold in your hand. **Places we've seen them where they just don't belong:** Billboards, Buses (seriously?), basically any public space or moving object where users don't want people to see them trying to scan a QR Code. And of course websites, I'm already online! So now you know QR codes are still a viable option for your business. See what you can do with them in our [guide to using QR codes](http://blog.bigwavemedia.co.uk/content/2012/a-beginners-guide-to-qr-codes/ "A Beginner's Guide to QR Codes"). [Bigwave media](http://bigwavemedia.co.uk/) can create QR codes for all of the above purposes and more. We also have access to detailed analytics which tell you how often the code has been scanned, what devices were used to scan and the location of where it was scanned. If you're interested in using QR codes for your business get in touch with [simonbeer@bigwavemedia.co.uk](emailto:%20simonbeer@bigwavemedia.co.uk) --- ## Are Virtual Businesses More Sustainable? Virtual businesses are growing exponentially, particularly after the pandemic lockdown, leaving many new business owners and small companies with little to no choice in the matter. Most of the world population nowadays are computer literate, and with the ability to access Wi-Fi pretty much anywhere, people can work from anywhere.## **What is a virtual business?** Any business that operates almost a hundred per cent through the Internet is considered a virtual business. Virtual businesses aren't bound to a physical infrastructure so they won't have headquarters or offices. Their location could fall under wherever the CEO lives, for example. However, some may have warehouses that are essential for distributing goods.Several sectors perfectly fit the bill for virtual businesses, as they mainly operate using computers and the Internet. These include publishing, marketing, finance, sales, and customer service. Virtual businesses operate from anywhere in the world, meaning they can also hire staff internationally.## **How do virtual businesses work?** A virtual company's key to success is to excel in communication. With the likes of emails, instant messaging services (e.g. Microsoft Teams and Slack), project and content management systems, video meetings, file sharing and much more, running a virtual business isn't as difficult as it seems. Retail and IT are two key industries that have embraced the transition.Virtual business owners benefit from cutting down costs by running their business online. However, virtual business owners must trust their staff to work productively. If work is completed and on time, then it is clear employees are being productive. Several virtual business owners said they saw an increase in employee productivity when they transitioned to virtual working.## **What are the advantages of a virtual business?** The benefits of running a business virtually include:- **A wider talent pool** – Virtual businesses can hire staff from all over the world. A diverse, international team with a plethora of backgrounds, personalities, and skills to offer will help your business grow and retain success. - **Beneficial for finances** – You don't have to pay out for office space and utilities, so you can put this money toward marketing your business and growing your staff instead. - **Enhances wellbeing** – Staff have more time to spend at home and catch up on their personal lives. This is mainly down to working from where they choose without the stress of a commute. Commuting can take some staff a long time depending on their location. - **Boosts productivity** – Staff have more flexibility and tend to be more relaxed when working from where they choose. All of the above contribute to a sustainable business that has the potential to stand the test of time.## **What are the disadvantages of a virtual business?** The cons of running a virtual business include:- **Social interactions** – Remote working staff have little social interaction with fellow employees and can feel isolated. - **Client interactions** – Face-to-face meetings with clients aren't possible without a physical base, but these can be carried out via video chat. - **Work balance** – Some employees tend to work more overtime at home. This can affect their balance between work and personal time. - **Lost productivity** - Despite one of the advantages being that working virtually boosts productivity, unfortunately for some it doesn't. Some employees may lack self-discipline when working from home. The pros outweigh the cons as systems and processes can be implemented to avoid the cons altogether.## **What makes virtual businesses sustainable?** Virtual businesses are sustainable for several reasons. Companies don't have to pay for office space rentals, bills, and other utilities. Plus, staff aren't commuting and are therefore not contributing to fuel consumption. Remote working has also proven to make staff are happier. They are more productive due to flexibility and are more likely to be longstanding employees.--- So, could virtual businesses be a way forward in the future? It is likely they will for new and small businesses.Why not check out our recent blog [**Virtual Employees and the Benefits of Hiring One**](/okf/article/virtual-employees-and-the-benefits-of-hiring-one.md)? Alternatively, if you are interested in our creative growth and marketing services, please **[get in touch](https://bigwave.co.uk/contact/)** today. --- ## Are you ready for the layout changes to Facebook Business Pages? The new layout brings the business pages in line with the personal profile timelines - effectively creating timelines for businesses. Here's a short guide to the new features and a list of sizes for your deisgns (in pixels): **Cover photo: 851 x 315** You can now add a large image as the header to your Facebook page - check out our[ Space Invaders](http://www.facebook.com/bigwavemedia) inspired design. Note: Facebook specify that this space is not meant for promotions, coupons, or advertisements. Your cover photo should not be primarily text-based or infringe on anyone else's copyright. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/Facebook_Big_Wave_Media_300x136_1.jpg)Facebook business pages will automatically switch to a new page layout tomorrow (30 March 2012). What this means for your page is that you'll need to adjust the size of some of your existing images and add some new ones. **Profile picture: 180 x 180** The icon people see against your posts remains the same but check out our page as you can try and incorporate the logo into the cover photo. **Thumbnail image for apps: 111 x 74** Apps are the new name for tab pages. These are now displayed across the top horizontal area of your page. You can no longer chose for non-fans to land on a dedicated one (like a welcome page) - they will always land on the wall. App thumbnails can be updated though, so if you use a third party app you can now brand the link to suit your page. Four apps are visible (although you can have extra ones - bear in mind that people may not click to view the ones that not visible). **Highlighted & milestone images: 843 x 403** Milestones sit within your timeline and allow you to add a visual representation of significant events/dates in your company's history. **Images within wall posts display as 404 x 404.** Use this size if you are going to include an image in your post. **Pin a post** One of the big boosts to pages is that you can now pin a particular post to the top of your Facebook page - it could be a link to your blog or your latest promotion. This gives you the chance to highlight something to new or returning visitors. Just remember that pinned posts will only stay inplace for 7 days - you'll then need to repin them or choose a new one. If you haven't prepared your page for the switch over you needn't worry too much - the content will remain intact but you will find that some images and icons no longer fill the space they should take up. Bigwave Media offers Facebook page setup or full page branding from £150 + VAT. For social media advice or services please contact us via our [Facebook contact form](http://www.facebook.com/bigwavemedia/app_118472884932055) or call 0845 643 2385. --- ## Article 13 - The controversial European Directive The ***“Proposal for a Directive of the European Parliament and of the Council on Copyright in the Digital Single Market”*** has been causing a ruckus of late. But it isn’t the entire proposal that’s creating such a fervour, rather a single article… Article 13 - the section that seeks to place the blame and responsibility onto tech giants for the illegal sharing of copyrighted content. It’s this section that opponents of the legislation say will have harrowing implications on the spread of memes \*chews fingers anxiously\*. ### **What is Article 13 and what does it entail?** Article 13 has three paragraphs, 220 words and can be found in chapter 2 (Certain Uses of Protected Content by Online Services) of the proposal. On an initial glance, it is as underwhelming as Theresa May’s dance skills (throwback to a [previous blog](/okf/article/bigwave-deep-dive-presentation-skills-what-i-learned.md)) and addresses ***“information society service providers that store and provide to the public, access to large amounts of works or other subject-matter uploaded by their users”.*** Confused? The proposal, which was passed in the European Parliament in September, requires digital content providers like Facebook, Twitter and YouTube to offer measures to secure the content of clear rightsholders and stop the spread of copyrighted material on their platforms. Any websites that host large amounts of user-generated content would be responsible for implementing AI-powered filters that spot and remove copyrighted material before it can be uploaded onto the website. ### **What does this mean for memes?** Memes are commonly based around copyrighted material and this is what’s leaving marketeers and social media devotees quaking in their boots. Any memes that are found in infraction of this could fall foul of these new laws. But there are two potential saving graces. The first is a potential meme-saving proviso that would allow the sharing of memes to continue under parody legislations. Nonetheless, there are concerned schools of thought that think AI-driven algorithms won’t be able to individuate in this way. The second is Brexit. The directive is intended to influence copyright in the single market, but with uncertainty still looming around the UK’s relationship with any European entities, it’s difficult to say exactly how the new laws will affect the UK. ### **\#SaveYourInternet…** The hashtag #SaveYourInternet, while perhaps a tad melodramatic, nevertheless continues the fight against the enactment of Article 13. Similarly, a [website](https://saveyourinternet.eu/) of the same name delivers continuous updates and news regarding the independently. Unsurprisingly, YouTube is one of the more outspoken critics of the proposal, with the firm making a strong effort to promote opposition to the directive amongst its users and creators. Additional prominent opposition suggests that users of digital content providers will have access to less content and will be unable to share their content with others, even when it’s legal to do so. Further, they argue that the proposal would stymie creative expression. ### **Support from BIG business** On the other hand, in favour of the directive are several industry bodies representing mass content producers and distributors. For instance, this summer, eighty-four European music and media organisations, including Universal Music Group and Warner Music Group, publicly declared their support for the Directive. There’s certainly is an argument for the passing of the proposal, specifically from an industrial standpoint where media corporations will argue that the proposal merely protects what should have legally been theirs in the first place. **We’re interested to know your thoughts. What do you reckon? Is Article 13 the start of a slippery path to internet censorship across Europe or a necessary deployment that should have been in place years ago?** --- ## Ask the Expert: Tudor Rusmanica, Head of Search Here at Bigwave media, we have such a wide range of passionate and skilled members of staff. Staff that are led by dedicated department managers and heads. We recently asked a selection of these heads about their roles within the company and questions relating to their field of work. First up is Head of Search, Tudor Rusmanica. ### **Tell us about yourself and your role within Bigwave media** As the Head of Search, my primary task is to lead the SEO, Paid Media, and Content Marketing teams. I am responsible for holistically driving how the business leverages these departments to engage existent and prospective consumers within the agency and on behalf of our clients. I spearhead these highly critical acquisition channels to ensure they align with both our agencies’ goals and our client’s business objectives. I try to be a go-to thought-leader and visionary of the Search engine and Content Marketing teams by constantly keeping on top of the latest trends and strategies in digital marketing and by creating testing frameworks and departmental calendars and processes for achieving the business’s objectives. I will also participate directly in activities such as paid search, SEO, display, retargeting, email and content marketing among other activities. I also work to identify and conduct the necessary research and tests and implement strategies and methods that will align the clients digital marketing activities with the overall goals of their business. ### **1. What is SEO?** Search Engine Optimisation is very simply an inbound, integrated digital marketing technique that revolves around increasing traffic and revenue from search engines. This can have a large set of implications across a large range of disciplines varying from technical and programming to copywriting, content marketing and social media as well as conversion rate optimisation. ### **2. Why is SEO so important for businesses?** I could list a hundred statistics on search engines and why SEO is important for every business under the sun, but I will only pick one, and it’s the one that is most impactful. > **“93% of all online experiences start with a search engine.”** The reason this is important is that it means any business can find their target audience on a search engine. People are constantly looking for information on a problem they have, looking for reviews or a product, etc. See where I am going with this? Brands and businesses can use the organic search engine channel to capture their audience at every stage of the funnel with the right search engine marketing in place. And even with all the changes that search engines make every year, the organic traffic channel still remains the most cost-effective and profitable digital channel across any sized business with a digital presence. SEO is also a disruptive marketing technique, allowing small businesses to put their foot in the door of established industries and build their authority, and allowing larger businesses to significantly increase revenue through even the smallest improvements to their digital assets. ### **3. What factors increase a website’s search engine ranking?** I won’t list all the ranking factors as there are quite a few of them, but I can easily bundle them up into 3 categories which should be the pillars of every SEO strategy: - **Technical** Website loading speed is one that is popular due to it being one of the few technical ranking factors disclosed by Google, and because it is a recent addition. But there are other important factors relating to Crawling, mark-up, indexing, domain properties, etc. - **Content** With content, it’s all about quality and relevance. - **Authority** The authority your website holds (or can demonstrate to search engines) on a subject and how much recognition or mention your website has received online. In most cases, a successful SEO strategy means identifying the specific elements that contribute to these 3 areas and designing a plan to improve and grow these into an online entity/brand. Since search engines like Google have implemented artificial intelligence or machine learning technologies in their algorithms, we have found that these signals do not work in the same way in all industries and require the right research to be done depending on the website, the industry, and sometimes the individual keyword/search term or even by intent. If reading this has helped you realise that SEO is a service that can help you develop your business or if you need support with your Paid Media, or Content Marketing then Tudor and his highly skilled and creative team are here to help you to achieve the results you want. [Check out our website for more information on the services they provide](/seo/). --- ## Audience Analysis: Understanding Your Audience Through Data **Reading and understanding data is undoubtedly the most important aspect of a successful business, especially for audience analysis, so you can learn more about your audience to accurately target them. By looking at your data, you can gain a better understanding of who your audience is, what they want, and how you can grab their attention. You’ll also be able to understand their behaviour and how their behaviour changes.** In this blog, we will break down how you can master audience analysis within your business, a company you work for, or even expand your marketing knowledge. ## **How to Research and Interpret Your Audience** [Understanding your audience](https://www.customermonitor.com/understanding-your-audience) is more than just understanding the type of demographics that your audience entails, but is also a process of constantly reviewing and readjusting. By regularly reviewing your target audience, you will be able to notice an increase or decrease in the performance of your brand. Below are some ways to help you start understanding your audience for your business: ### **1. Research Into Your Target Audience** Find your audience by being specific, customer-centric, and data-backed. Creating a target audience can be effective to find what social media channels will be most receptive to your business, as well as understanding what your audience resonates with in terms of products. Additionally, your brand will have a better indication of direction with this business strategy. You can research your target audience by looking into geographic, demographic, and psychographic information. ### **2. Segment Your Target Audience** Segmentation involves the separation of your audience into smaller groups. Segmenting your customers can help you to understand their difference in behaviour due to different marketing strategies, as well as receive more refined information from the audience which allows us as marketers to create more effective marketing strategies. ### **3. Create a Buyer Persona** A buyer persona is a representation of your ideal customer, which is often built from market research and data from your customers already so that you can come up with a ‘semi-fictional person’. This helps to inform your strategy at every stage of the buyer’s journey. People often don’t understand the difference between buyer persona and target audience - the main difference being that the target audience involves a group of people, whereas a buyer persona involves one semi-fictional individual. This buyer persona enables you to have an aim which is more specific than an audience. Some questions to think about when creating a buyer persona are: - What personal information am I looking for? E.g., age, gender location - What professional information am I looking for? E.g., job role, career path, special skills - The values and fears of your ideal customer? E.g., what is important to them in terms of products? - The goals and challenges of your ideal customer? E.g., the prioritisation of their life goals - Where are they? E.g., what social media do they use? - Is there any negative information? E.g., any customers you don’t want? ## **What is Audience Analysis & Why is it Important?** [Audience analysis](https://resources.audiense.com/blog/what-is-audience-analysis-why-is-it-important) is the process of collecting the maximum amount of information about your audience to really understand who they are and what it is they care about. As audience analysis is a broad subject, there are also different forms of it which are: ### **Social Audience Analysis** This uses the data on social media platforms to help businesses gain knowledge of their audience. ### **Branded Audience Analysis** This involves identifying the audience of a specific business whether that is your own or part of another company. ### **Unbranded Audience Analysis** Understanding an audience of something like a general product type or even readers of a particular blog. ### **Demographic Audience Analysis** Segmenting and analysing an audience by looking at demographic categories such as gender, age, and geographical location. ### **Psychographic Audience Analysis** This involves looking at an audience based on personality factors like interests and values. The importance of audience analysis is clear because of its effectiveness in communicating with an audience that hasn’t been fully understood yet. It is important for businesses to reach the right audiences so that they resonate with the brand. ## **Ways to Use Analytics to Understand Your Customers** There are more and more ways digitally to drive more revenue and [understand customers](https://www.forbes.com/sites/bernardmarr/2022/02/03/how-to-understand-your-customers-and-their-needs-with-the-right-data/?sh=516e96c12f68). Here are ways that you can use data for your business to help you understand your customers more: ### **Identify and Reward the Best Customers** You can identify your VIP customers by checking data from your customers like average size check, frequency of visiting and lifetime value. Using this data, you can send targeted messages that will keep these customers coming back. For example, you could offer 20% off their next order as an appreciation token. It has been found that making VIP customers feel special with customized promotions can increase their spending by 17%. ### **Use Customer's Preferences For Segmentation** Knowing common trends and buying habits and behaviours can help you to understand your customers as well as enable the easy segmentation of your customers. This can help you to set up automatic messages to send to each group. ### **Win Back Customers** Capture your customer's buying habits and their visit frequency so that you can act when you notice a slow down in activity. You could send out a promotion starting with “We have missed you; why not order a meal and receive any drink for free!”. You can turn a decline in visits into a positive outcome as this decline will trigger more promotion. Strategies like this to win back customers have shown to drive 49% of lapsed customers back to the brand. ### **Collect Feedback from Customers** Receiving feedback on a regular basis can be very useful to improve a business. The most effective option for this would be a simple one-question survey which automatically pops up after a customer has made a purchase. This also helps to view this feedback in real-time. Qualitative data like this can often be more effective than quantitative for the long term. Today’s data technology can give companies the greatest of abilities to help them fully understand their customers. We can predict what a customer wants by combining knowledge of data from demographic, transactional and attitudinal data from both internal and external resources. Using the methodology we have discussed, you will be able to build a business that holds strong marketing skills and most importantly customer retention by understanding and listening to your audience through data and analytics. --- ***Need a hand with understanding your audience? Get in touch with our*** [***SEO experts***](/okf/page/seo-services.md) ***today!*** --- ## Augmented Reality Marketing Augmented Reality (AR) is the blurring of the real with the virtual world. By analysing sound, graphical or [GPS](https://en.wikipedia.org/wiki/Global_Positioning_System) data, a person's current perception of reality is enhanced. Whilst [QR](https://en.wikipedia.org/wiki/QR_code) codes can be a way to connect customers to your online content, AR can help to make your content stand out. [Imagine](https://www.youtube.com/watch?v=ZR4eSmmPCxg) having a business card that played a video presentation to a potential customer, or a print flyer that they could swipe through your latest promotions. One famous example is the [Pepsi Max](https://www.youtube.com/watch?v=Go9rf9GmYpM) bus shelter experience where they surprised members of the public with unbelievable scenarios. As content marketing has increased, it is getting more difficult to get heard. Social media provides a good method for sharing material; but with everybody doing it, it can be like having a conversation in a loud nightclub?especially if you follow a lot of people on [Twitter](https://twitter.com/bigwavemedia). That's why it is important to have high quality visual content such as videos and images. But why limit it only to the digital arena when it is just as important to have a presence in the physical world. That's where AR comes into play, with more users viewing online content with mobile devices, using AR would allow them to interact within a physical context. Here are a few examples where AR could be used: **Banners** Attending conferences or trade fairs, all businesses will have a banner or two and flyers to promote themselves. If you have an exclusive offer for the event then by combining image scanning and [GPS](https://en.wikipedia.org/wiki/Global_Positioning_System) data (or perhaps [iBeacon](https://en.wikipedia.org/wiki/IBeacon) technology), visitors to your stand could be taken instantly to the landing page. **Brochures and Leaflets** Sales literature can come in many forms?.and can be expensive to keep up-to-date or have multiple versions for different events. AR can collate all press releases and articles, including some that are literally only minutes old, into one page. Embedding links will continue to drive traffic to your site and combined with videos will help to give your customers a greater understanding of your product. **Business Cards** The humble business card is still as popular as ever, it makes contact more personal than simply making a request on social media. With AR, your card can be more than simply a list of contact methods. It could create direct links to your social media profiles, sign-up pages to newsletters or even play a corporate video. [Bigwave media](http://www.bigwavemedia.co.uk/index.php) is a creative marketing agency working with clients across the UK. To discuss campaign ideas that we can help you develop, please contact us on 0845 643 2385 or complete our [contact form](http://www.bigwavemedia.co.uk/contact-us). --- ## Best Practices to Increase Engagement in Paid Social Media Marketing **Although organic social media is known to be cost-effective for a marketing strategy, it’s also difficult to increase your reach and target a larger audience. By using paid social media marketing, you can boost your social media posts so that they reach a larger proportion of your followers and non-followers.** Paid marketing does involve spending money, but it’s more beneficial than organic marketing for long-term results. By using the best practices, you will learn how to increase engagement on paid media as well as how to increase the ROI of your advertisements. ## **What is Paid Social Media?** Paid social media is essentially the opposite of organic social media, which involves spending money on advertisements to help reach your targeted audience. Organic social media can only reach so many online users, therefore by using paid social media, you’re able to reach new prospects that you wouldn’t be able to connect with using organic methods. There are several ways to promote your business using paid media, although it often means finding out what works best for your audience. ## **Using Paid Media to Boost Social Engagement** Examples of paid social media are Snapchat’s brand filters, Instagram’s sponsored stories, and Facebook’s carousel advertisements. Paid media allows businesses and brands to customize their advertisements, so they can boost them depending on their budgets and goals. By incorporating such channels within your marketing strategy, you can gain more reach for an expansion of your audience. To be able to use paid media significantly, it’s important to understand what engagement is on social media as it works in hand with paid media. Likes, comments, and shares on a post on social media are all components of engagement and are vital for analysing how your current content is performing, as well as planning any future paid media campaigns. There are many reasons why engagement is vital for a business, as it provides social proof, increases brand loyalty, and expands brand awareness. These reasons show and tell us why paid social media should be involved with your marketing plan. Although paid media costs more, you can boost posts so that they reach a larger proportion of your followers and also reach wider audiences. ## **The Best Practices** There are several things you can do to get the most engagement from your social ads, including: ### **1. Use all online tools available** All social networking platforms have their own tools that you can use to analyse data for a post. As an example, Instagram’s analytics has features that tell you every interaction a piece of content has received. This helps you to understand what content your audience like the most, so you can then use the best content strategies for your next paid media campaign. ### **2. Boost posts that have good engagement** After analysing social media posts, you can then determine which ones have performed the best. You can boost a post that has a good engagement to further increase that percentage with the content you are producing, as well as boost posts that aren’t performing very well to increase reach. When you boost a post on social media, you essentially pay the social media platform to increase the reach of an existing post. ### **3. Understanding algorithms** Being able to understand a social media algorithm is vital since they are the key to establishing what practices you need to adopt, such as hashtag research or the best time to post. It’s important to know that algorithms are always being updated, so it’s worth noting that you will need to stay up to date with knowledge. ### **4. Automated/scheduled ads** Ad scheduling involves limiting your campaigns so that they only run within a particular time frame. By doing this, you will be able to ensure you’re receiving the highest return on ad spend since you will know the best days and times within the week to schedule your posts. Ultimately, ad scheduling can save you money since your ads will be shown on the best days and times for performance. ### **5. Targeting Your Audience** Being able to identify your audience can allow your business to focus its efforts on the right groups who are most likely to buy from you. This will help your business to generate leads more efficiently. Once you’re able to understand the type of customer who purchases the majority of your services/products, you can then start to target related groups. Engagement is the most important factor for any social media advertising campaign. It’s imperative that paid social media strategies are well-planned as well as analysed on a regular basis to ensure you receive the best engagement and profit. If you are able to convert fans into customers and generate leads, you will know that you have created a successful paid media strategy. --- To find out more about [paid media marketing](/okf/page/ppc-exeter.md), why not speak to our experts today? --- ## Beware of those statistics! **If you are one of those people who relies on your website statistics software to generate visitor reports for your management team then there are few things you should be aware of.** ## Did you know?? No two web statistics software packages are the same and they don't produce the same results. Ideally all website statistics packages would report the same figures however there are a number of factors to consider: - How the data is collected - How the software determines what a visitor is - Filtering ## How website data is collected There are two commonly used methods of collecting data for reporting, these are: - Web server log files - JavaScript-based 'tagging' The issue is that each of these methods has its problems. ### Web Server Log Files Website visitor data collection in log files relies on the end user requesting a web page and that web page being delivered by the web server. It sounds logical that this would be recorded into the log files. That is until we factor in proxy servers and the web browser cache. A large Internet Service Provider (ISP) and some corporate networks will have a proxy server that will temporarily save a copy of a web page and make this available for the customers within that network. This means that when the first customer from that network requests the file, your web server will deliver the file and record the transaction into the log file. Later on when the second or subsequent visitor requests the page, they then get this from the proxy server and not your web server. In this situation nothing is likely to be recorded about this event in the web server log files. A similar thing happens with your own personal web browser. Once you view a page for the first time, depending on the settings of your web browser, you may not actually visit the web server again when visiting that page for a subsequent time. In simple terms, if the web server doesn't record the event, then this is missing from your statistics reports. ### JavaScript Based 'Tagging' The JavaScript method overcomes the log file proxy server problem by making the web page trigger the event that records the transaction into the web analytics software reports directly. This is performed differently by each provider and there are a number of factors that can influence what is shown in the reports such as: - Not enabling JavaScript - How cookies are handled by the web reporting application - Where the script is placed. It is safest at the bottom of the web page code but will count less than if placed at the top of the page. This is due to the fact that some visitors will leave a web page prior to the JavaScript code completely executing. Again as with log file data collection, if it isn't recorded then it will be missing from the reports. ## Detecting visitors and sessions Every website analysis application uses rules by which a visit or session on the website is determined. Generally speaking they all use a time out value (usually 30 minutes) so that very long sessions are not recorded or are treated as multiple visits. ### Visitor detection Usually a web log file tool will give a choice of options as to how a visitor should be calculated. These fall into two commonly used groups. - IP address based - Cookie based Within this each statistics software product has subtle variations on how these are calculated. The general industry recommendation is to use a cookie based tracking method with a visitor's session set to time out if there is no activity after 30 minutes. The most commonly used visitor detection methods are: **IP address1** - Usually combined with the web browser's signature - this is the least accurate method, however it is commonly the default method used by web server log file analysis tools. **Cookies2** - This is more accurate, however visitors do delete cookies or may choose not to accept them. It is commonly considered the best practicable method to detect visitors. 1An IP address is a numerical label assigned to each device (PC, server, etc). 2A cookie, also known as an HTTP cookie, web cookie, or browser cookie, is used for an origin website to send state information to a user's browser and for the browser to return the state information to the origin site. ### Filtering unwanted visitor statistics Depending on how a reporting/analytics tool is implemented or designed it may make use of one or more filters to exclude certain information from the reports. The reason for this is that a large percentage of traffic to a website is likely to be of little interest to a business owner or manager. Search engines for instance, send automated software programs to index a website on a regular basis and email harvesters repeatedly crawl sites looking for email addresses. There are many automated applications that perform functions such as these that should be discounted from any reporting. Not all log file based software products filter the results and included this traffic in their reports. Products such as Google Analytics that rely on JavaScript tend not to have automatic filtering however there may be one or more filters that have been applied during the configuration of the system. ## So are my statistics accurate? Unfortunately it isn't that simple to decide which is the most accurate method or product and there is no definitive answer to this question. If there is even the slightest variation in any or all of the data collection factors then your reports will differ greatly between the software products. You will get different answers depending on who you speak to but generally the industry recommendation is to look at statistical trends rather than actual figures. Make sure when presenting figures to your management team that you emphasise that website statistical figures cannot be 100% accurate and they should only be used as way of gauging visitor trends. If you want to measure figures use one tool and don't change it. If you do need to change tools or use multiple tools, then planning a transition between the old and the new numbers is a recommended step. Here at [Bigwave Media](http://www.bigwavemedia.co.uk) we use a combination of log file analysis tools and script-based tools. If you'd like us to advise you on any area of your website management just drop us a line at . References: [http://en.wikipedia.org/wiki/Website\_statistics](http://en.wikipedia.org/wiki/Website_statistics) --- ## Bigwave Business Games return to Exeter for 2023 **South West creative growth agency Bigwave Marketing have announced the return of the Exeter Bigwave Business Games. The business community event was put on hold during the pandemic but makes its return in May 2023.**Since inception in 2011, the event aims to bring local Exeter businesses together to socialise, network and participate in a range of exciting physical, mental and social activities. At the core of the event is a fundraising ethos, and each team helps to raise money for local charities. The 2023 Games are proudly sponsored by Nexus Open Systems, Nexus Open Systems Ltd is an Exeter-based, award-winning business IT provider. Since 1998, Nexus has been supporting businesses across the South West and the UK with bespoke, industry-leading IT services and solutions. The events will take place between May and July 2023 across a range of Exeter City locations and will raise money for [Hospiscare](https://www.hospiscare.co.uk/). The charity offers around-the-clock specialist care to people with life-limiting illnesses, supporting patients and their families in Exeter, Mid and East Devon. Nexus’s Managing Director Stuart Wilson said: “We are thrilled to commit to another year of fundraising and supporting Hospiscare as one of their 40 Club members. With this in mind, we are very proud to be the main sponsor of the Bigwave Business Games, who have chosen Hospiscare as their nominated charity for the 2023 games. The games are a fantastic opportunity for businesses based in the South West to take part in some challenging and fun team-building events, whilst raising essential funds for charity.” The team-driven activities include events such as a treasure hunt, mini-Olympics, climbing, pub quiz, and bell boat racing on the Quay. The mixture of mental, physical, and social challenges gets office workers up and active and ends with an awards ceremony where just one business is crowned the winner. Ellie Williams, Corporate Officer, Hospiscare said “We could not be more thrilled to be partnered with Bigwave Marketing for this popular and exciting event. As the area’s local hospice we are ever grateful for the incredible support they are giving us and we’re looking forward to meeting more of our fantastic local business community and seeing how they take on the Bigwave challenge!” Bigwave Marketing is one of the largest creative growth agencies in the South West, providing cost-effective traditional and digital marketing services for companies of all sizes. The agency are advocates for local communities, working themselves with a range of business and non-profit organisations who share the same values. The agency mission is ‘To make a difference’ and they aim to achieve this delivering client results through their services and also engaging communities. The games bring people and businesses together and since the early days, have attracted a range of business from influential corporations to SMEs. Since inception, the Games have raised over £48,000 for charities. Sarah Brown, Client Marketing Director at Bigwave Marketing, said “I’m thrilled that the Bigwave Business Games are returning for 2023 after the challenges we’ve all faced since the start of 2020. “The events are suitable for all abilities with an emphasis on fun and supporting a healthy life and work balance. It is a fantastic opportunity to bring businesses from across the city together in a competitive environment whilst raising money for Hospiscare”. Applications to take part are now open to business based in and around Exeter via [www.bigwavebusinessgames.co.uk/exeter/register](http://www.bigwavebusinessgames.co.uk/exeter/register) --- ## Bigwave celebrates a decade of success at inaugural Staff Awards **Time flies when you’re having fun, so it’s not surprising that Bigwave media’s 10 year anniversary raced up at lightning speed! What better way to celebrate a decade of success than to celebrate the people who have made it happen?** Bigwave’s inaugural Staff Awards kicked off in style at the Mercure Southgate, with laughter, canapes and wine setting the lively tone for the night. The mix of #teamBigwave, goldschlager and a magician in one room, on a Friday 13th, could have been an interesting combination! But *of course*, the night was a roaring success. A number of fellow Bigwavers commenced the evening by creatively encapsulating the elements that make Bigwave in a short film, shot and edited as part of a team collaboration project (credit to Aaron Brooks for his fearless BMXing throughout the video). Continuing the video theme, a number of video messages were played from old friends and colleagues - all wishing the team a happy 10th Birthday. From there, Bigwave moved to the apex of the night – the much awaited Staff Oscars! So let us leave you hanging no longer. In no particular order, the winners were: **Best Newcomer Award:** Theresa England ![](https://bigwave.co.uk/wp-content/uploads/2024/03/SMALL-DSC00743-min-scaled.jpg) **Most Improved Award:** Val Tucci ![](https://bigwave.co.uk/wp-content/uploads/2024/03/SMALL-DSC00801-min-scaled.jpg) **Most Versatile Award:** Chris Fiddimore ![](https://bigwave.co.uk/wp-content/uploads/2024/03/SMALL-DSC00840-min-scaled.jpg) **Department Wow - Client Services:** Becky Cooper ![](https://bigwave.co.uk/wp-content/uploads/2024/03/DSC00865-scaled.jpg) **Department Wow - Design:** Erika Smith ![](https://bigwave.co.uk/wp-content/uploads/2024/03/SMALL-DSC00877-min-scaled.jpg) **Department Wow - Digital:** Aaron Brooks ![](https://bigwave.co.uk/wp-content/uploads/2024/03/SMALL-DSC00890-min-scaled.jpg) And the biggie… **People’s Choice:** Laurence Hawkins ![](https://bigwave.co.uk/wp-content/uploads/2024/03/SMALL-DSC00994-min-scaled.jpg) Congrats to all the winners, but most of all, a BIG thank you to all the Bigwave employees who make the magic happen. Here’s to the next 10 years. GO #TEAMBIGWAVE! ![](https://bigwave.co.uk/wp-content/uploads/2024/03/DSC01107-scaled.jpg) --- ## Bigwave Deep Dive - Presentation Skills: What I learned Led by Bigwave Marketing's very own Sarah Brown, last Thursday, October 4th, saw a dozen or so Bigwave employees embark on yet another fantastic Bigwave Deep Dive. Previously, Bigwave’s Sales Director, Nick Masson delivered an interesting inside look at the world of sales. This time around, however, the Deep Dive focused on the art of presentation, specifically, what makes an effective presentation and the nuances involved in delivering a presentation that engages with its audience. During the everyday hustle and bustle of the workplace, these Deep Dive sessions afford a welcome change of pace for Bigwave staff, while also providing employees with an excellent opportunity to learn about areas of the company that they may be unfamiliar with or would like to know more about. For those unacquainted with Bigwave’s Deep Dives, they are monthly training sessions held within the Bigwave Exeter office in which, the internal team are given some insight into other areas of Bigwave as well as crucial areas of business. In addition to being incredibly informative, the sessions re a forum in which Bigwave staff can discuss what they are taught as well as provide personal advice and professional tips. So there we gathered, Thursday afternoon in the office’s briefing room, ready to digest the insider secrets that Sarah had to offer. Over the course of an hour and a half, Sarah provided what was, in essence, a presentation about the skill of presenting. Yet, the Deep Dive offered so much more than that banal description would suggest. In fact, I personally came away from the Deep Dive feeling more confident in my ability to present, with a better understanding of what makes a great presentation and what skills are essential if one wants to present effectively. I’ll attempt to convey to you my main takeaways from the deep dive as well as any personal titbits that I found particularly useful below… ### What makes a great presentation: Have you heard of a gentleman called Guy Kawasaki? Don’t worry, I hadn’t either. That was of course, until the Deep Dive session last week. Kawasaki is an American marketing specialist and if the insights from the Deep Dive are any indication, a bona fide presentation genius. Bear with me here and let me share some of Kawasaki’s and Sarah’s sage wisdom in more detail. - **The 10, 20, 30, rule** –If you take one thing away from this article, I implore you that it is this one rule! Kawasaki advocates this suggestion above all else and now, so do I.With those unfamiliar with the ‘10, 20, 30, Rule’, each number refers to a specific aspect of presenting. A presentation should be no more than **10** slides in length, **20** minutes in duration and using font that is no smaller than **30** points. 10, 20, 30, it’s as simple as that and is a must if you hope to present effectively. - **Tell stories** – An additional takeaway from the presentation Deep Dive was the importance and potency of storytelling. Sarah highlighted how opening your presentation with a short story or anecdote can prove to be a powerful tool in drawing in your audience and helping them to feel engaged. Sarah utilised this technique at the beginning of the deep dive and it immediately helped to establish a welcoming atmosphere where ideas could be shared without fear of ridicule or disparagement. Moreover, it was also an interesting and hilarious story about a certain political figure ruining a seminal 70s disco classic, but let’s not dwell upon that any longer, I haven’t yet finished grieving. Don’t worry ABBA, I’ll still *Take A Chance* on you… - **Make it a conversation** - It’s hard to be relaxed when you’re nervous, however the greatest presenters will tell you that connecting with your audience is one of the most important things. Be honest and enthusiastic and the audience will respond. This suggestion refers to my previous point. By creating a convivial atmosphere from the beginning, not only will the audience be more engaged during your presentation, but it will also go a long way in helping to establish a sense of trust between yourself and the audience, which in turn, will aid in providing those who are viewing your presentation with the key information they are there to learn. - **Get the basics right** – There’s a lot to be said in nailing the basics in whatever you do. With presenting, the same rule applies. Remember to keep your presentation simple above all else. Keep your core message simple. Ask yourself what the core message or three key points are that you want your audience to take away from your presentation. Refine this message and make it easily communicable. Furthermore, make sure to smile and make eye contact with your audience. This sounds easy enough, but many presenters fail to do this when it really is essential to do so. Smiling and making eye contact builds rapport, which in turn, helps you connect. - **Practice makes perfect** – This probably goes without saying but practice truly does make a presentation perfect. The more time you spend practicing, the more refined your presentation will be and the better prepared you will be in your ability to answer any questions that may come your way! If you think I’m listing the obvious let me assure you that I am not. What makes me so sure? It’s because at the end of the deep dive session, every individual had to give a two-minute presentation (making use of the skills we had learnt during the gathering) on a topic of their choice. I opted to present the reasons why The Goo Goo Dolls are my favourite band. Call me lame, but they rock! Everybody check out their album *Dizzy Up the Girl!* (Okay, fanboying over).The point is, these are the key pieces of advice that I took away from the presentation deep dive and are the main points that I will be implementing into my presentations in the forthcoming months. I hope they serve you well, best of luck in your presenting! --- ## Bigwave does RockSolid 2015! On 21st March, 14 Bigwavers will be running, climbing, crawling and wading around [RockSolid'](https://www.rocksolidrace.com/events/mudrun/2017-march-exeter/)s 10K obstacle race at Escot Park, Exeter. Gallons of mud and buckets of sweat are sure to feature throughout - and since we are all going to be pushing ourselves to the limit, we feel it is only right that a deserving charity benefits from our efforts! ![](https://bigwave.co.uk/wp-content/uploads/2024/03/life_logo_no_bg.png)This year, we are fundraising for [FORCE Cancer Charity](http://forcecancercharity.co.uk/), a brilliant local organisation offering help and support to all those affected by cancer in and around Exeter. If you would like to donate, please visit our Virgin Money Giving [fundraising page](http://www.virginmoneygiving.com/team/bigwave). Remember to keep an eye on our [Facebook](https://www.facebook.com/bigwavemedia) and [Twitter](https://twitter.com/BigWaveMedia) to find out how we get on! In the meantime, we would like to say a huge thank you in advance for any donations. [\#TeamBigwave](https://twitter.com/search?q=%23teambigwave&src=typd) --- ## Bigwave eggs On the morning of the 23rd March, Team Bigwave were assembled for a very special #Bigwavesecret announcement. Gathered around the famous ping pong table, the long awaited event was revealed… ![The big reveal](https://bigwave.co.uk/wp-content/uploads/2024/03/CePYoG2WEAE3Egd.jpg "The big reveal") \#Bigwaveeggs was hatched! #TeamBigwave would be going on an Easter Treasure Hunt around [Exeter City Centre](https://www.google.co.uk/maps/place/Exeter,+Devon/@50.7244072,-3.5835871,12z). The aim of the task was to mix up departments to allow individuals to work together who don’t usually interact on a day to day basis, meet a few of our Exeter based clients and learn a bit about the history of our beautiful city! Team Bigwave was split into six groups, each named after one of our nation’s best loved sleuths: Team TinTin, Team Columbo, Team Sherlock, Team Poirot, Team Hunt and Team Lewis. The teams were made up of a [mixture ](/okf/page/the-team.md)of graphic designers, account managers and web developers. Each team left for their expedition at different times to avoid cheating! Teams were given one hour to complete the hunt, which followed a series of clues on a route through the city – taking teams through the bustling high street to collect eggs from our clients [Artigiano](http://www.artigiano.uk.com/exeter.html) and the [Mercure Hotel](http://www.mercure.com/gb/hotel-6624-mercure-exeter-southgate-hotel/location.shtml) along with the [Express and Echo](http://www.exeterexpressandecho.co.uk/easter-egg-hunt/story-28978891-detail/story.html)! We even made it into the newspaper. Our intern Abbie from Team Sherlock had to sing a song from Frozen in order to receive her egg from Artigiano, which must have been a shock to customers having their morning coffee! Clues also took us through the historical cathedral close and quay, where we learnt that Sir [Francis Drake](https://en.wikipedia.org/wiki/Francis_Drake) also frequented one of our favourite pubs! ![Team Columbo at Express and Echo](https://bigwave.co.uk/wp-content/uploads/2024/03/20160323_113217-scaled.jpg "Team Columbo at Express and Echo") ![Team Poirot at the Southgate Hotel](https://bigwave.co.uk/wp-content/uploads/2024/03/20160323_133710.jpg "Team Poirot at the Southgate Hotel") ![Team Sherlock outside Artigiano ](https://bigwave.co.uk/wp-content/uploads/2024/03/fnmfjksd.jpg "Team Sherlock outside Artigiano ") We were also asked to collect items from around the city in a scavenger hunt, including a paper napkin, a white sock, an elastic band, a sachet of sauce, a picture of the Queen’s head and a bus ticket! #TeamLewis were struggling for time so utilised the white socks that Max (Senior Designer) was wearing! Unfortunately, one team member let the rest of #TeamBigwave down - our very own Larry from #TeamTinTin rang up Jeff from #TeamColumbo asking for clues on where the egg was hidden- luckily Jeff wouldn’t tell Larry and he got called out for trying to cheat- tut tut Larry. Once all the teams arrived back to the office, our head of client experience Debbi added up all the scores and the results were in… Joint 5th place- #TeamTinTin ![Team TinTin](https://bigwave.co.uk/wp-content/uploads/2024/03/12901091_10154231596054448_836696609026561142_o.jpg "Team TinTin") #TeamLewis ![Team Lewis](https://bigwave.co.uk/wp-content/uploads/2024/03/12719588_10154231596479448_5750364173046575775_o.jpg "Team Lewis") 4th place- #TeamSherlock ![Team Sherlock](https://bigwave.co.uk/wp-content/uploads/2024/03/12719194_10154231597429448_8855533974944512277_o.jpg "Team Sherlock") 3rd place- #TeamColumbo ![Team Columbo](https://bigwave.co.uk/wp-content/uploads/2024/03/12474019_10154231596289448_6768916627657666812_o.jpg "Team Columbo") 2nd place- #TeamHunt ![Team Hunt](https://bigwave.co.uk/wp-content/uploads/2024/03/12891524_10154231596394448_2587801738041335140_o.jpg "Team Hunt") 1st place- #TeamPoirot ![Team Poirot](https://bigwave.co.uk/wp-content/uploads/2024/03/12141021_10154231596189448_5586642101201080807_o.jpg) Apart from pride- the winning team received a number of prizes for their winning efforts, including an [M&S ](http://www.marksandspencer.com/)food voucher and a trip to [Paignton Zoo](http://www.paigntonzoo.org.uk/)! We have plenty more photos on our Facebook page, check them out [here](https://www.facebook.com/media/set/?set=a.10154231595534448.1073741836.325155744447&type=3). --- ## Bigwave gets REDDY to tackle heart disease Bigwave truly rolled out the red carpet on Friday 9th June, as the team came together to beat down heart disease. Wear it. Beat it, an event organised by the British Heart Foundation, saw thousands of people across the UK don red to raise money in the ongoing battle to prevent heart disease. Amongst the sea of (one) colour was Bigwave. Each and every individual within the Bigwave walls was kitted up in a red item, from shoes to hats and dresses to t-shirts. There was even a red-themed bake sale. The fundraising manager for Devon and Cornwall, Joy Petley, also stopped by for a visit and took some snaps. All in all, Bigwave was able to raise over £50 for the fantastic cause. Heart disease affects seven million people across the UK. The British Heart Foundation is the UK’s leading heart charity. Their vision is to exist in a world in which people do not die prematurely or suffer from cardiovascular disease. The team at Bigwave was pleased to have played a part in helping them reach their goals, enjoying some good food and laughs in the process. Find out more about Wear it. Beat it. and take a look at how other people up and down the country got involved [here](https://wearitbeatit.bhf.org.uk/). --- ## Bigwave Launch a Simple to Use and Privacy Friendly Analytics System, SiteFlo Here at [Bigwave Marketing](/okf/page/home.md), we're proud to be launching a new analytics system for our clients, SiteFlo. ## **What is SiteFlo?** SiteFlo is a solution for no cookie, privacy friendly analytics, that is simple and easy to use. Hosted in the UK, the software is fully compliant with GDPR, CCPA and PECR, and is a unique solution that not many marketing agencies offer. The new system will provide significant value to our clients, providing them with access to the performance of their business without compromising the visitor’s privacy and compliance with the UK, US and EU data protection laws. ## **What Does SiteFlo Feature?** SiteFlo enables simple and easy-to-use analytics that tracks events, goals, and campaigns through URL parameters, and that integrates with [Google Search Console](https://search.google.com/search-console/about) to access keyword data for an accurate recall of which search terms send the most traffic. The analytics system will also feature: - No cookies - Full compliance with GDPR, CPPA and PECR - Privacy friendly analytics and insights - No tracking across websites - Data that is more accurate than Google Analytics (not blocked by Adblockers) - Automatic relevant and useful metrics about websites - Fast and easy implementation The analytics system can run alongside other analytics tools and services or work as a standalone service. ## **Who is SiteFlo For?** SiteFlo is suitable for every skill level, from webmasters who just want to know the top-line stats, to professional marketers who want to keep track of digital marketing campaigns through the same UTM parameters used in Google Analytics. The solution will also be attractive for website operators seeking a lightweight and simple solution and other businesses who seek maximum compliance and accurate website data. ## **Solving an Urgent Problem!** Google will be sunsetting the old [Google Analytics](https://analytics.google.com/analytics/web/). From June 2023, all Google Analytics 3 accounts will stop tracking website stats. Webmasters will be expected to upgrade to the new version called GA4. This brings several issues with it: 1. The new GA4 is well … new and different from the old analytics. 2. Historical data from your old analytics account will be deleted. 3. It’s not privacy friendly out of the box. 4. Inaccurate statistics are provided by Google Analytics. SiteFlo will allow for importing of the old Analytics data so it can still be accessible for future reference, (such as benchmarking current years to pre-pandemic website figures from 2019). In addition, the friendly interface with familiar statistics will mean there will be no need for additional training. Below is a side-by-side view of SiteFlo's advantages against other platforms: #### **SiteFlo ANALYTICS** #### **OTHER ANALYTICS PLATFORMS** Appeals to the average site-owner or non-digital marketing manager because it’s easy to use and simple to understand.Complex and intimidating, requires training and expertise.**Highly accurate and not blocked by ad blockers. This is a significant advantage as there is currently no reliable way to acquire data on the number of users that visit a website accurately.** Often blocked by ad blockers - “**42.7% of internet users worldwide report using an ad blocker**”.Compliance out of the box.Non-compliant out of the box.No Cookies, no popups, and no extensive privacy policies.Features cookies and requires popups.Visitor privacy.Full tracking.Decreases page weight and load time.Increases page load times.Data is owned by the client.Lots of integration, making it easy to use as a reporting tool.UK/EU data residency.Advanced features and tracking.**Has the ability to demonstrate marketing effectiveness and ROI (return on investment).** **Has the ability to demonstrate marketing effectiveness and ROI (return on investment).** High level of transparency - Website stats are so safe that they can be shared with the public.Can co-exist on the same site with any other Analytics platform.## **So, Do We Just Stop Using Google Analytics Altogether?** This is up to you. SiteFlo will provide the most relevant data that most organisations seek, with the crucial added benefit that it is compliant with GDPR (EU/UK), CCPA (US) and PECR (UK). However, clients may still wish to use Google Analytics alongside it. Google Analytics will still provide many other features, and for webmasters that will more advanced functionality like eCommerce tracking or cross-domain tracking, GA4 is still the best option. What makes SiteFlo different is the convenience, legal compliance, and the fact the analytics are easier to read and understand, making the system appealing to the average website owner who has little knowledge of analytics or the marketing manager that just wants to make quick decisions or track specific campaigns through the UTM tagging and goals system that SiteFlo supports. --- SiteFlo is currently in development and is available for beta testing. The **beta is FREE** so if you are interested in knowing more, [contact us](https://bigwave.co.uk/contact/). --- ## Bigwave Launch New Website For Client In The Maritime Training Sector We've just launched [Bisham Abbey Sailing & Navigation School's new website](http://www.bishamabbeysailing.co.uk/). Based within the Bisham Abbey National Sports Centre located by the River Thames, Bisham Abbey is a leading provider of [RYA ](http://www.rya.org.uk)training courses. Bigwave Media were given a brief to provide a more modern and up-to-date website for Bisham Abbey while maintaining their existing brand colour scheme and content. Our designers re-worked the existing corporate logo and produced a design which aligned the website with the company's marketing strategy. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/bishamabbeysailing_browser.jpg) --- ## Bigwave Marketing announces management buyout Directors Simon Beer and Tom Gozna become sole owners. Bigwave Marketing, a leading UK-based creative marketing agency, is excited to announce that Directors Simon Beer and Tom Gozna have successfully completed a Management Buyout (MBO) of the company. The two directors have acquired the majority shareholding from Benn Davis, thereby extending their ownership to 100% and becoming equal 50/50 partners in the business. Simon and Tom have been integral to Bigwave Marketing since its inception in 2007. They each became shareholders and Directors in 2014 and led the agency to achieve ‘Best Place to Work’ in the Western Morning News Business Awards 2022. Their commitment to the agency, combined with a shared vision for its future, has driven this significant milestone, setting the stage for the next wave in the agency’s journey. The MBO marks an exciting new phase for the agency which employs 45 staff across the Southwest and works with a range of charities, local authorities, education providers and professional business across the globe. Their focus is on developing a net positive business that delivers exceptional results for clients while positively impacting health and wellbeing, society and the environment. The agency’s core mission is “To make a difference and deliver growth to Clients, Colleagues, and Communities” and has led it to support a range of initiatives, programmes and organisations that have a positive impact on their wider communities. Simon Beer, Co-Owner and Director said “Benn Davis has been a part of Bigwave Marketing’s success over the past 17 years. We thank him for his trust and belief in us and look forward to continuing the legacy we built together. Taking Bigwave forward, our focus will be continuing the passionate delivery for clients while increasing our social impact” Tom Gozna, Co-Owner and Director, added, “This is a huge moment for us, and we are excited about the opportunities that lie ahead. We will be building on our strong foundations, enhancing our service offerings, and expanding our reach to ensure that Bigwave Marketing continues to thrive and make a difference.” “We are proud to be leading our amazing team into this new era and making new memories together.” Under their leadership, Simon and Tom plan to reinforce Bigwave Marketing’s position as a leading Southwest marketing agency, and the largest marketing partner to the Leisure and culture sector, playing a part in supporting the health and wellbeing of the UK.JTNDc3R5bGUlM0UuYmxvZy1oZWFkZXItaW1hZ2UlN0JkaXNwbGF5JTNBbm9uZSUzQiU3RCUzQyUyRnN0eWxlJTNF --- ## Bigwave Marketing Appoints Ivan Stevenson as Non-Executive Director Bigwave Marketing, a leading UK-based marketing agency specialising in delivering innovative campaigns and support to the leisure and culture sector, is delighted to announce the appointment of Ivan Stevenson as a Non-Executive Director. Ivan brings a wealth of experience, having spent over two decades in senior leadership roles within the leisure industry. His extensive background in business development, strategic planning and technology has seen him deliver growth for a wide range of high-profile clients, cementing himself at the forefront of the sector. Throughout his career, Ivan has demonstrated a strong track record in guiding businesses through periods of growth and change, leveraging his in-depth understanding of consumer behaviour and industry trends. He has built a reputation for delivering results and fostering long-term relationships in highly competitive sectors. Bigwave Marketing is confident that Ivan's strategic insights, status and expertise in the leisure industry will further strengthen the agency’s leadership team and accelerate its growth trajectory. His appointment is another exciting development for the agency and follows a successful management buyout, led by Simon Beer and Tom Gozna in July 2024, and aligns with the agency’s plans to expand its client base, service offering and continued drive to support a positive social impact. Commenting on his appointment, Ivan Stevenson said, "I’m honoured to join Bigwave Marketing as Non-Executive Director, and excited to contribute to its continued growth and innovation in the dynamic leisure industry. With a passion for strategic development and deep understanding of market trends, I look forward to collaborating with Tom, Simon and the wider team to drive sustainable success and deliver exceptional value to clients and partners alike.” Bigwave Marketing Director, Tom Gozna added, "We are thrilled to welcome Ivan to the team. Simon and I have learnt so much from Ivan over the past 20 years, and the chance to finally work together was one not to miss. Ivan’s status in the leisure industry and the regard he is held in by so many is a testament to his infectious character. “His deep knowledge of the leisure industry and proven expertise in business development will be invaluable as we continue to expand and partner with organisations across the UK, sharing a genuine passion to play our own part in improving the health and wellbeing of the nation." --- ## Bigwave Marketing Apprenticeships: A Case Study Apprenticeships offer an opportunity for those wanting to start their careers or upskill at other levels. More than 640 high-quality apprenticeships have been approved for use by employers in a wide range of industries and there are currently hundreds of apprenticeship vacancies on offer. There has never been a better time to do an apprenticeship since the government are pushing boundaries by investing in high-quality training and enhancing the quality of apprenticeships so that they can be the best they possibly can be. ## **What Is An Apprenticeship?** An apprenticeship is simply a paid job where the employee is given the opportunity to gain valued experiences and learn alongside their job. Together with on-the-job training, apprentices will also spend a minimum of 20% of their working hours fulfilling classroom-based learning with a training provider, which is usually a college or university depending on the level of the apprenticeship. An apprenticeship typically includes:- Hands-on-experiences in a subject of interest - Paid employment with holiday leave - A minimum of 20% off-the-job training - A formal assessment which follows on to a nationally recognised qualification. Anyone over the age of 16 in England can apply for an apprenticeship, especially those who are early in their career, looking to improve skills within their current job, looking for a career change or not in full-time education. ## **Is an Apprenticeship Full-Time Education?** As a simple answer, an apprenticeship is classed as full-time education, although your learning will be run by a training provider such as a college in which you will complete off-the-job training once a week or over several days within a short period. Although an apprenticeship is classed as full-time education, it’s important not to confuse this with full-time classroom learning.## **Why Choose An Apprenticeship In Marketing & Media?** Digital marketing and media are classed as one of the most vital factors in promoting businesses in the twenty first century. If digital marketing and media didn’t exist, many companies worldwide would struggle to market their services. This is why completing an apprenticeship within the digital marketing and media sector is a great opportunity for many tech-savvy Gen-Z-ers. The world of digital marketing and media is very broad, but an apprenticeship in this role will help you to understand and develop many skills such as website development, search engine optimisation (SEO) and analytics. Some businesses may even allow you to develop skills in other departments such as account management, which can look very impressive on a CV. By gaining a digital marketing apprenticeship you will be placed right in the heart of the sector which means you can get involved from the beginning. Being able to understand the different elements of digital marketing will allow you to have more options and it will make you more desirable by employers. You may start your digital marketing apprenticeship thinking that your interest is in management, but you may find that your interest and passion lie within content creation. A digital marketing apprenticeship can expand your path to the many sectors that it involves, so there will always be something for you.## **Why Choose Bigwave For Your Apprenticeship?** Here at Bigwave Marketing, we provide innovative and cost-effective marketing, design, and digital services for companies of all sizes with a focus on exceptional results. We offer a range of in-house resources tailored to all marketing needs for effective online and offline campaigns. We have now become the first national and leading creative growth partner for the UK leisure industry. We work with over 200 clients across a diverse range of sectors including manufacturing, culture, food, beverage and many more. As an apprentice, you can expect to try many different jobs within a creative design, website development, account management, consulting and social media and content marketing. We’ve had many apprentices join us at Bigwave in which they have secured their role with us. We spoke to our current staff members who have completed an apprenticeship with us about their experience being an apprentice as well as their role here at Bigwave Marketing. We asked Laura, who is now a Web Project Executive why she chose an apprenticeship over other educational paths and how she found her apprenticeship experience at Bigwave so far: *“I chose an apprenticeship over any other educational path as I wasn’t really sure what I wanted to study at university, so I had a gap year and then started looking into my options. When I saw that I could learn in a practical environment whilst gaining a qualification, this seemed to motivate me more than the thought of lectures.* *"I’ve found the apprenticeship experience at Bigwave positive. I’ve worked across different departments and have been able to learn new skills which have contributed to developing my knowledge, skills and behaviours which you have to demonstrate throughout the apprenticeship. It’s helped me understand my strengths and weaknesses much better so I know how I can contribute to my team.”- Laura* Danielle, who is now a Business Development and Marketing Support Executive, is also returning to Bigwave for a full-time position now that she has come to the end of her apprenticeship. *“I chose an apprenticeship because it allowed me to learn whilst working. I found that getting into a job allowed me to learn new skills and expand my knowledge. Also, my day-to-day workload really differed, which kept things interesting. My experience at Bigwave has exceeded all of my expectations as I have been given the opportunity to work in different teams and get involved in a range of projects.”- Danielle* We also spoke to Lawrence who worked at Bigwave for over 10 years. Lawrence began his career at Bigwave in our apprenticeship scheme and progressed to a Senior Account Manager, and we asked him the following questions: How did your apprenticeship at Bigwave prepare you for a career in media? *“The apprenticeship/qualification side of it was very secondary for me – I wasn’t really using the apprenticeship as a way to get a qualification but rather get job experience which eventually led me to be offered a permanent contract with Bigwave.”* How did an apprenticeship benefit your career path? *“I am not the most academic of people! I am not really one for studying so being able to learn on the job was a massive benefit to my learning style (learn by doing). I didn’t know what I wanted to do after I left college, I drifted from temp job to temp job and really needed to find my footing which I did via my apprenticeship at Bigwave. Now 10 years later with the same company, I feel that I am a specialist in marketing.”* What advice would you give to a future apprentice at Bigwave? *“I think the crucial part is hard work, but also don’t specialise on one particular role i.e. don’t invest all your time in eMarketing, try to learn a variety of different tools should you want to take a different path at a later date. Having a broader knowledge will open other avenues later down the road.”*## **Do You Want To Join The Bigwave Team?** We currently have a new [Marketing Assistant apprenticeship role](/okf/page/careers.md) for someone who has a confident and professional telephone manner, is motivated and inquisitive in nature, has basic computer skills and has an interest in marketing channels or techniques. You will be part of the team who supports our clients and enables us to deliver great results. You will gain experience in sales and marketing with opportunities to explore a range of skills and training across the agency. This role will also focus on growing Bigwave through business development and sales. --- ## Bigwave Marketing becomes a Certified B Corporation Bigwave Marketing, a leading UK-based agency specialising in leisure and culture sector marketing, has announced its certification as a B Corporation (or B Corp). The agency joins a growing movement of companies that pursue purpose and create benefit for all stakeholders, not just shareholders. Verified by B Lab, the not-for-profit behind the B Corp movement, the certification process is rigorous, requiring companies to demonstrate their positive impact on society and environment through comprehensive assessment. The agency’s mission is to ‘Make a difference and deliver growth to clients, colleagues and communities’. This primary driver means Bigwave works with a diverse range of clients that all, in their own ways, make a difference, including charities, social enterprises, local authorities, and private sector businesses. Bigwave joins 2,500 fellow B Corps in the UK and a growing set of 9,700 businesses worldwide, which includes household brands Ben & Jerry’s and Patagonia. The certification is another exciting development for the agency and follows a successful management buyout, led by Tom Gozna and Simon Beer in July 2024. Bigwave Director, Simon Beer said, "We are thrilled to become a B Corp. Our culture is built around making a difference and B Corp encapsulated that ethos, giving us a framework and drive to look beyond profit. The process has encouraged us to look deeper at how and why we exist as a business, and it has helped to celebrate some of our achievements, including a reduction of 81% in our carbon footprint and the introduction of health plans to all our staff.” With an in-house team of 47 professionals, affectionately known as ‘Bigwavers’, the agency offers structured career development, upskilling individuals through training across specialised marketing roles. The agency also champions the creative sector, working with local educators to provide opportunities and supporting wider sector growth. Chris Turner, executive director of B Lab UK, said: “Welcoming Bigwave Marketing to the B Corp community is hugely exciting. Its commitment to doing business differently will be an inspiration to others and will help spread the notion that success in business is as much about people and planet as it is profit.” As a certified B Corporation, Bigwave Marketing will continue to uphold the values of sustainability, social responsibility, and ethical business practices. The company is excited to collaborate with other B Corps and stakeholders to drive meaningful change. --- ## Bigwave Marketing becomes accredited Real Living Wage employer Devon based agency Bigwave Marketing, has become an accredited Real Living Wage employer, underlining the agency’s commitment to fair pay, responsible business and long-term support for its team. ![Real Living Wage Employers logo](https://bigwave.co.uk/wp-content/uploads/2026/07/LW_Employer-300x247.jpg) The Real Living Wage is the only UK wage rate based on the cost of living and is voluntarily paid by employers who choose to go beyond the statutory minimum wage. Accreditation confirms that Bigwave Marketing pays all eligible employees at least the Real Living Wage, with rates independently calculated each year by the Living Wage Foundation. Bigwave Marketing is one of the Southwest’s largest full-service creative marketing agencies, with a team of 58 employed along a spine running from Cullompton down through Exeter, Torbay to Plymouth and headquartered in Exeter. The agency has clients across the UK and beyond, providing them with a mix of advertising, design, content, paid media, SEO/GEO, video and web services. The accreditation reflects Bigwave’s wider commitment to doing business responsibly. As a certified B Corp, the agency is measured against high standards of social and environmental performance. Becoming a Real Living Wage employer complements that commitment by ensuring employment practices align with its values. Simon Beer, Director of Bigwave Marketing, said: > “Many of our clients are purpose-led organisations and businesses that have a positive impact on their customers and communities. We are proud to support that work, and we want our own business practices to reflect the same values. “As a certified B Corp, we are always looking at how we can make better decisions for our colleagues, clients and the communities we work with. This accreditation sits naturally alongside that and reinforces the standards we want to hold ourselves to as a business.” The Real Living Wage accreditation forms part of a [broader package of support and benefits](/okf/page/careers.md) for Bigwave employees. This includes a health plan, career ladders, salary and pension sacrifice schemes including electric car options, and a busy programme of staff socials and team events. Tom Gozna, Director at Bigwave Marketing, said: > “We want Bigwave to be a place where people feel valued and able to build rewarding careers. Pay is a really important part of that, but it is also about the wider culture we create. “Becoming Real Living Wage accredited is an important step for us because it gives a clear, independently recognised commitment to fair pay and responsible employment.” ![Simon Beer and Tom Gozna with Real Living Wage logo](https://bigwave.co.uk/wp-content/uploads/2026/07/Bigwave-Real-Living-Wage-1024x682.jpg)Directors Simon Beer and Tom Gozna, with the Real Living Wage Mark Bigwave Marketing’s accreditation comes as more employers across the Southwest look at how they can support people through fair pay, stronger workplace cultures and responsible growth. For Bigwave, it is another step in building a business that can grow while continuing to create opportunities for people in the region. --- ## Bigwave Marketing Forge Partnership with Microsoft Advertising [**Bigwave Marketing**](/okf/page/home.md) **is proud to announce we are now Microsoft partners as part of the** [**Microsoft Advertising Partner Programme**](https://about.ads.microsoft.com/en-gb/partners/welcome) **in 2022.** The high-profile programme consists of valued partners who gain access to exclusive marketing, sales, and training resources. This new partnership means Bigwave can further grow the agency and make connections within the Microsoft community, and better support client campaigns. The programme binds a relationship between Microsoft Advertising and the top agencies in the advertising industry who are recognised for their outstanding accomplishments and qualifications. It's incredibly important for Bigwave to join the top agencies denoted by Microsoft Advertising, and it will provide the agency with the opportunity to grow and nurture advertising efforts. Bigwave Marketing has been awarded a partner badge and directory listing, and we will be able to join the annual partner awards. The programme also provides access to exclusive training and certificates for Bigwave employees, partner contests, industry insights, and Microsoft Advertising events. In a progressive and ever-changing digital industry, it is vital for businesses to forge partnerships to support growth and best practice. Harnessing the abilities and strengths of others from several angles of the ecosystem can help businesses learn new strategies, increase their customer base, establish trust, and encourage new opportunities that benefit the business, their partners, and employees. Bigwave will now be adding Microsoft Advertising to our growing list of partnerships, including Google Partner and Facebook Marketing Partner status. --- Bigwave Marketing offers traditional and digital marketing services powered by a team of highly skilled designers, developers, and marketers. For information about our services, [contact us](https://bigwave.co.uk/contact/). --- ## Bigwave Marketing helps deliver first UK Skillbike studio **Bigwave Marketing has joined forces with Inverclyde Leisure and Technogym to implement a state-of-the-art cycling Skillbike studio - the very first of its kind - at the Waterfront Leisure Complex in Greenock, Scotland.** #TeamBigwave has put pedal to the metal to deliver an exceptional campaign for the launch of the new studio, which features 16 bikes with cutting-edge gear changing technology. The bikes, a Technogym creation, replicate the dynamics of real hill riding so that riders can feel like they’re elevating, whilst on a stationary bike. It’s been an incredibly exciting project for Bigwave, who have donned numerous marketing hats to ensure the end-to-end success of this campaign. One such task was the creation of vinyls to adorn the studio wall. Head of Creative Services, Dan Tofield, put together a striking design, both dynamic and motivational in purpose. The walls incorporate Technogym branding and include inspiring messaging encouraging participants to pedal that little bit harder. Dan was also commissioned by Technogym and Inverclyde Leisure to photograph the official launch of the [Skillbike ](http://inverclydeleisure.com/skillbike)studio, attended by professional road racer Jen George. He said: > *“It’s been great to play a part in such a pioneering new product and I’m pleased with the fantastic response we’ve had from Technogym, Inverclyde and their customers.”* On top of this, Bigwave have been responsible for creation, printing and distribution of flyers, billboards, leaflets, website banners and the creation of social media posts promoting the new studio, amongst many other things. The team at Inverclyde Leisure are thrilled with the results so far. The Skillbike studio has occupied what was once a meeting room, enabling them to expand on their facilities. As a result, their spin class offering has increased from 10 classes a week to an impressive 60. Kieron Vango, CEO at Inverclyde Leisure said: > *"Bigwave's innovative design and creativity have enabled Inverclyde to create a bespoke boutique studio that has exceeded customer expectation and driven real business growth."* The studio has already taken the fitness industry by storm with whispers as far as Morocco, where Bigwave media directors Tom and Simon recently attended the SIBEC conference. Tom said: > *"It has been great to work on another new innovation with the team at Inverclyde Leisure and also forge new links with Technogym.* > > *We are excited to be part of the planning and strategy and look forward to seeing the growth of this new product within Inverclyde.”* --- ## Bigwave Marketing is a Disability Confident Committed Employer It’s official! Bigwave media is now recognised as Disability Confident Committed. We even have a certificate to prove it… So, apart from giving us a cool badge of honour to add to our many accolades (humble brag) what does this actually mean? Well, as a Disability Confident Committed Employer, we are dedicated to: - Ensuring our recruitment process is inclusive and accessible - Communicating and promoting vacancies - Offering interviews to disabled people - Anticipating and providing reasonable adjustments as required - Supporting any existing employee who acquires a disability or long-term health condition, enabling them to stay in work - Providing at least one activity that will make a difference for disabled people At Bigwave media, we want to be part of the movement that encourages disabled people to follow their passion. It came as a shock to learn that 50% of workplaces are missing out because they are excluding disabled talent – an extraordinary number, we think you’ll agree. Although we don’t need a certificate to prove our commitment to this important subject, we’re proud to have something visible that actively encourages people with disabilities to take up the same opportunities as everyone else. Being Disability Confident is a big opportunity that allows us to draw from a wider talent pool and invite as many brilliant minds as we can into the #TeamBigwave family. Managing Director at Bigwave Marketing, Benn Davis, said > *“Bigwave media is committed to promoting equal opportunities for everyone. We strive to create a culture of diversity and want everyone to feel equal in our organisation. Our employees are the background of our organisation and as #TeamBigwave continues to grow, we want to continue to prioritise making our hiring process as open as possible.”* -- ### [Start your marketing journey today and be part of an amazing team. Take a look at the latest jobs on offer at Bigwave Marketing](/okf/page/careers.md) --- ## Bigwave Marketing partners with GGFit to develop the HealthSeekers brand and national programmes **Bigwave Marketing partners with GGFit to develop the HealthSeekers brand and national programmes** **Bigwave Marketing** has announced a partnership with **GGFit** to lead the branding and marketing development of **HealthSeekers**, a coaching-led approach designed to help leisure operators and health clubs engage people who want to live healthier lives but do not identify with traditional gym models. Initially appointed to support operator-level marketing, Bigwave’s role has evolved to include the creation of the HealthSeekers brand identity, product concepts, and campaign frameworks that can be applied consistently across multiple sites while allowing for local delivery. HealthSeekers focuses on inclusive entry points to health, such as HealthChecks, simple measures, and coaching conversations that support confidence, everyday behaviours, and sustainable lifestyle change. The approach is designed to remove many of the barriers people associate with gyms and fitness marketing, while enabling operators to reach a much wider audience. Bigwave already works with operators taking part in the first cohort of the **HealthSeekers Accelerator Programme**, including **LED Community Leisure** and **Active Mid Devon**, making the partnership a natural extension of existing relationships. As part of the programme, Bigwave will develop site-specific marketing assets, offers, and assist GGFit with customer journeys aligned to the national HealthSeekers framework. The partnership builds on a long-standing working relationship between Bigwave and GGFit, spanning more than 12 years and multiple sector projects. As part of this collaboration, Bigwave has developed a new **HealthSeekers visual identity**, alongside branding for key products including the **HealthCheck appointment**, **One Month to a Healthier You**, and **Feel Five Years Younger** programmes. Simon Beer, Director at Bigwave Marketing, said: *“We’re excited to be working with GGFit on HealthSeekers. The programme aligns strongly with our belief that marketing in this sector needs to be more human, more inclusive, and more focused on real health outcomes. HealthSeekers gives operators a clear way to talk to people who have traditionally felt excluded from fitness, and that’s a powerful opportunity.”* Guy Griffiths, founder of GGFit and HealthSeekers, added: *“Bigwave have an exceptional understanding of leisure and fitness. They’ve been instrumental in shaping how HealthSeekers shows up in the world; translating purpose and strategy into branding and content that genuinely resonate with both operators and the people they support.”* --- ## Bigwave Marketing Supports CIMPSA Digital Marketing Hub The team at Bigwave Marketing are excited to be working alongside the Chartered Institute for the Management of Sport and Physical Activity, [CIMSPA](https://www.cimspa.co.uk/), to support users of the new CIMSPA [Digital Marketing Hub](https://www.cimspa.co.uk/cimspa-our-work/digital-marketing-hub-home/). The Digital Marketing Hub aims to offer a free on-demand training, webinars, mentorship and benefits to provide support for those in Sports and Physical Activity in England, and Bigwave will be mobilising their digital marketing skills to support users - providing expert advice, webinar delivery and peer network mentoring. Bigwave has a proud history of promoting sport and physical activity in the UK, already working with over 550 sport and physical activity facilities across the country. As a leading growth partner for the sector, Bigwave makes a difference by supporting growth and sharing digital skills and knowledge, helping them gain new members, fans, and players - and creating seamless experiences across marketing and technology solutions. Speaking about their involvement, Bigwave Marketing's Operations & Digital Director, Simon Beer, said: "The Digital Marketing Hub is a great resource for those working in the sports and physical industry - the knowledge and training on offer so far has been second-to-none. For Bigwave, the Hub presents a great way to expand our mission and support the wider sector. I encourage anyone who's interested to sign-up and take a look at what is available! "Bigwave have worked with hundreds of sport and physical activity operators to increase interest, engagement, and revenue through effective digital strategies. We're looking forward to providing valuable insight to the Digital Marketing Hub users and delivering on the agency mission to ‘Make a difference’." The Hub is tailored to small businesses, self-employed professionals and volunteers at frontline organisations and clubs, as well as marketing and communication professionals at larger organisations. Bigwave Marketing will power the discussions, Hub Hangouts and forums, where users can meet up, share and help each other. Whether people want to grow their network, ask a question or strengthen their learning, Bigwave are on hand to respond directly and support all users of the Digital Marketing Hub on their digital marketing journey. Just like the agency’s namesake, it starts with a small drop and builds to a Bigwave! The Discussions area of The Digital Marketing Hub by Bigwave features curated and responsive topics around the Hub’s webinars and core themes, so that the self-employed, sole traders, community groups, charities, volunteers, and small-medium sized businesses can leverage expert advice - for free! The topics cover: websites and metrics, search, email, content, and social marketing. Live event calendars, resources and mentoring by Google are also available. The CIMSPA Digital Marketing Hub is FREE to anyone involved in delivering sport and physical activity in England. Individuals and organisations can find out more and register here: . --- If you're interested in finding out more about how Bigwave Marketing can help with your Digital Marketing, please [**get in touch**](https://bigwave.co.uk/contact/). --- ## Bigwave Marketing Trial 4-day Working Week The notion of working eight or more hours a day, five days a week, has been ingrained into our minds, bodies, and system in the UK for decades. Can you even imagine another way of life? At Bigwave Marketing, we can. Putting the health, happiness, and wellbeing of our staff at the forefront of development goals, we are proud to announce that our marketing agency has begun trialling four-day working weeks. From the beginning of November until the end of January, [**Bigwave Marketing's staff**](/okf/page/the-team.md) have the choice to opt-in or opt-out of the four-day working week trial. To monitor the advantages and disadvantages of the process, we will be asking staff to complete regular surveys so that we can listen to what it is they want and need out of their work life. The pandemic has seen many businesses adopt the working-from-home notion, and having that extra bit of flexibility and comfort has done wonders to staff productivity and happiness. So, why not take it one step further and adopt something proven to be successful in countries like Iceland, Norway, and Denmark? ## **Why Adopt a 4-day Working Week?** An extra day off for employees does a whole lot of good. It helps reduce stress, burnout and other symptoms that are a result of overworking. It is especially beneficial for employees who have a lot of personal responsibilities and of course, parents. Employers can gain a lot from their staff by providing them with more freedom and flexibility. It helps boost productivity and performance, as employees are rested and happier from having more time to themselves. In turn, employees who are happier and healthier are less likely to be absent from work. Whether that's from physical illnesses, stress, or mental health conditions. Companies who adopt four-day working weeks are also more likely to recruit the best talent, as the notion is desired by many, and it will make those businesses an appealing place to work. The only downfall to a four-day working week when using the compression approach is fitting contracted hours into four days. This means staff are working longer days and may be too tired to enjoy their extra day off. In Iceland's new working week trials, it led **[unions to renegotiate work patterns and now 86% of Iceland's workforce has shorter hours for the same pay or will gain the right to](https://www.bbc.co.uk/news/business-57724779)**. As a result, workers in Iceland reported that it improved their health and work-life balance significantly. Many workforces who participated moved their staff from 40-hour workweeks to 35. ## **Logistics of a 4-day Working Week** At Bigwave Marketing, we felt it was important to tackle the logistical issues to ensure the four-day working week would work. The process is nitty and gritty and has a risk of complications. To ensure operations run smoothly, we put our heads together and came up with a strategical framework. The senior management team, who oversee six internal departments, organise our staff's 'flexi-days'. Each member of staff who has opted into the trial can have one day off per week, but not the same day in one month. This rule allows our operations to still run smoothly by ensuring a member of the team is available throughout the working week to our clients. It also means no one person can hog a Friday or Monday! As our staff have strong working relationships, all colleagues manage to be flexible with one another. The staff in the trial work their usual contracted hours, compressing them into the four days they are working. We trialled this in the first few weeks of November and found, from a staff survey, that a large percentage struggled with working an extra 1.93 hours per day, especially those with long commutes. So, we recently announced that from the beginning of December, we will introduce core working hours for those in the trial to add flexibility. The core working hours will be between 9:30 am and 3 pm, where all staff must be working. Outside of those hours, they can choose how and when they work provided they are still working their contracted hours. As an example - they can work for five hours, break for two, and then work for another five. This structure has had positive feedback and will enable staff to have longer breaks and flexibility around their start and end times if they choose to. For clients, it also means we have core hours when all staff are available, and through our internal workflows, we can provide support and service outside of these too – meaning clients should notice no change in our normal service provision. ## **A Happy and Equal Workplace** Compressing or even cutting down staff hours isn't detrimental to companies. Studies continually show that staff are happier and more productive, which often boosts the quality of work and increases both productivity and financial results. By working smarter, clients can experience an enhanced or speedier service with no drop-in service standards. Last year at Bigwave Marketing, we cut down hours for all staff by 2.5 hours a week, from 40 to 37.5. We believe that a four-day working week is worth exploring. More are realising (especially after the pandemic) the benefits of remote working and flexibility. Happy employees increase the likelihood of them wanting to be long-term team members. --- If you like the sound of our work ethos, why not check out our **[job vacancies](/okf/page/careers.md)**? Alternatively, if you are interested in our services, please **[get in touch](https://bigwave.co.uk/contact/)**. --- ## Bigwave Marketing’s Best Practices for Facebook & Instagram Story Ads Hi, I'm Gemma from Bigwave Marketing’s Paid Media Team. Today, I'll be exploring how to create and run Facebook and Instagram Story Ads for best results. I hope these creative and strategic decisions will provide you with inspiration for your next stories campaign. ## **The Popularity of Social Stories** To kick this off, it's important to understand why people have embraced the story format. Stories have evolved to match consumer behaviour. They're quick, playful, attention-grabbing, authentic and disappear after 24 hours so there's no pressure to be perfect. With these consumer behaviours in mind, consider how stories have changed and how brands come to life through their mobile creativity. The key to success here is for marketers to recognise the importance of building video for mobile. For example, take Tiffany and Co. The jewellery brand’s campaign comes alive in different ways on mobile, whether it’s in feed or in stories, capturing people's attention in both environments, but in different ways. This was based on crafting messages around people’s consumption habits. This requires an understanding of unique creative opportunities. As we know, there's no single formula for building successful creative just as there isn't a single recipe for writing a best-selling book. These considerations are launching points for building creativity that works for your brand. ## **Bigwave’s Top Three Considerations for Stories** At Bigwave, we're looking at the creative opportunity on stories through three different categories. These include *look* and *feel*, *brand* and *product*, *in format* and *execution*. *Look* and *feel* are creative strategies and elements unique to driving creative effectiveness on stories. *Brand* and *product* include how both most effectively show up through mobile creative, and *format* for the different creative formats. We use these three categories to come up with our creative ads. ## **1. Look & Feel** Our creative considerations for the *look* and *feel* include grabbing and keeping attention whilst maintaining brand authenticity. We consider: ### **Speed** When it comes to stories, speed is key to capturing people's attention. Stories are a fast environment where people consume content quicker than any other format on mobile. Our recommendation is to create ads that leverage speed as a creative element to keep people's attention. ### **Sound** Our next consideration is enhancing your story with sound. In a recent study, we ran with Facebook advertising partners, 80% of campaigns that had some type of sound outperformed campaigns with no sound. Sound can be used as a creative tool to enhance the value proposition of your ads. This includes adding voiceovers when you want to add more information about your brand or enriching your ad with music when it has sufficient information. ### **Information** Consumers’ native elements on stories provide additional creative tools which enhance the way we tell stories. But how should businesses use these native tools most effectively? We tested to see if adding stickers to creative drives upper and lower funnel conversion metrics. We observed from this test that for static creative, 87% of creative without stickers deliver better conversions than those with stickers. For video, 80% of videos using stickers to express key messages about the brand perform better for conversion objectives. So, you should use stickers in purposeful and meaningful ways that help enhance the story. A good example of this is IKEA Korea. Their video creative includes stickers and perform significantly better than without stickers. The heart stickers were used thoroughly throughout the video in a creative manner. Copy is also a strong consideration, especially with text overlays. Leveraging copy is a creative tactic we've seen work wonders in mobile feed videos. From our studies, we're seeing mixed results for advertising using text overlays depending on the situation and ways in which text is used. Our recommendation for text overlays is to test what methods work best for your creativity and use the right amount of text while maintaining a clear focal point. Also, you should consider whether you actually need to provide additional context for the ad/highlight key benefits of the brand-new text. On the left side, we have an example of text overlays not performing well. This is from a Fitbit creative that overlaid text on their hard tracking watch device. This is because their text overlays distract from the product and provide information for a very short time. ## **2. Brands & Products** Our next section is *brands* and *products*. This includes thinking about how *brands* and *products* show up the most effective play in the stories format. Our recommendations are to lead with shots of your *product* against vivid backgrounds that make use of contrasting colours. Secondly, your brand should be the focus of the story. Based on studies carried out by us, there's a 75% chance people focus on creative. While there's a 73% chance people focus on *product* and possibly higher if you're focused on brand objectives for lower funnel conversion. Bigwave’s content marketing team and PPC team are experts in making ads work for you. To find out more, [get in touch today](/okf/page/ppc-exeter.md). ## **3. Format & Execution** Now, we explore *format* and *execution*. Our *format* and *execution* category dives deeper into the different formats, for example – video static. Through our research, we’ve noticed that having multiple scenes increases effect while quick multiple chapters have led to more effective campaigns. Furthermore, in a steady top-performing ad there were shorter scenes on average with each scene being 2.8 seconds. Because of this, we recommend creating a strong narrative arc of your creative and allowing as many chapters as possible within the same creative. --- We recommend advertisers do their own testing within their respective verticals. Most importantly, to bring brands to life, experiment with new strategies through story formats your audiences will appreciate. If you’re looking to create a story ad that drives business and grabs the attention of your potential customers, **[get in touch with our PPC agency today](/okf/page/ppc-exeter.md)**. --- ## Bigwave media appoints new Contract and Partnerships Manager Bigwave Media has appointed Theresa England to the role of Contract and Partnerships Manager. Theresa joins from 1Life Management Solutions, where she worked as National Head of Food and Beverage, and more recently Regional Director. During this time she held full commercial and operational responsibility for 14 leisure facilities, and significantly improved client engagement. Theresa’s appointment expands the agency’s service offerings to now include the specialist integration of food and beverage procurement. Theresa will be directly supporting clients to strategically expand their F&B income as well as working with clients across the agencies staple Health & Fitness and Swim Development business solutions – which have a strong track record for delivering significant growth. Theresa brings strong project management across a range of operational functions. She has a proven record in achieving client objectives and developing successful strategies. Her extensive leisure-focused background will be a particular asset to Bigwave’s health & fitness client base. Theresa commented “I’m looking forward to working with such a mix of innovative individuals from different backgrounds to offer true all-service solutions to leisure industry operators. “My key priority is to maximise business performance for our clients at Bigwave, so I’m looking forward to continuing client development and expansion. We are also excited to leverage a new product stream within food & beverages for leisure.” Sales Director, Nick Masson said: “Theresa has fitted seamlessly into the business development team and we look forward to her using her considerable expertise to grow our client's businesses in the future.” Theresa’s appointment marks another significant milestone for the agency who recently appointed previous Star Trac Sales Manager, James Anderson, to the role of Head of Business Development. --- ## Bigwave media appoints new Head of Business Development Bigwave media has appointed James Anderson as Head of Business Development. James will be responsible for building business across the leisure sector in the UK. In particular, he’ll be spearheading the ongoing promotion of Bigwave’s wide product catalogue, from creative and digital marketing services to strategic business consultancy and General Data Protection Regulation conformity solutions. James’ brings a wealth of commercial sales experience to the role, with an extensive career within the leisure industry which has seen him drive highly successful strategies and build significant margins. In his five years previously, working for the fitness equipment supplier Star Trac, James achieved 124% revenue growth and introduced new business opportunities such as a tele-sales provision – helping to deliver over 50% of new business opportunities. His proven success in managing and developing sales teams, alongside comprehensive market knowledge, will make him a valuable asset to the team. James commented: “I’m delighted to join the leading marketing and leisure industry experts and look forward to supporting clients in engaging, converting and retaining their customers. “It’s a pleasure to work with organisations within the leisure industry, helping them to achieve better business results and subsequently to assist with Bigwave’s own growth. It’s an industry I have a passion and affinity with”. Sales Director at Bigwave, Nick Masson, believes James’ input will be paramount to Bigwave’s ongoing development. Nick commented: “James brings all the right skills and experience to this important position. We are providing our clients with more and more marketing and industry insight so as we grow we need to bring talented individuals with the right knowledge and background to support the team. “James has already made a great start and we look forward to him building on our past success.” The appointment follows on from a number of early year developments at Bigwave media, which has seen the leisure agency renovate its head office in Exeter, acquire a specialist media buying and planning agency and appoint a new Contracts and Partnership Manager. --- ## Bigwave Media at the BUCS Awards Dinner ![](https://bigwave.co.uk/wp-content/uploads/2024/03/nick_lewis-scaled.jpg)Last night, Thursday 12th July, over 400 people attended the annual British University and College Sports Awards Dinner, which took place in the new Forum at the University of Exeter. Bigwave Media sponsored the reception drinks prior to the awards, which celebrate the successes of sports teams and athletes from across the UK that take part in the BUCS competition. The 13 award categories also recognise the work of the volunteers and supporters who contribute their time and expertise to University Sport. The evening was hosted by Olympic Medallist and BBC Olympic Swimming Correspondent Steve Parry who was joined by 2003 Rugby World Cup Winner, British Lion and former England Rugby Captain Lewis Moody MBE for the after dinner speech and presentations of BUCS Awards. Bigwave Media's Business Development Manager, Nick Masson, said: "Bigwave Media were absolutely delighted to sponsor the drinks reception; it was a fantastic opportunity to meet with existing clients as well as new people." Bigwave Media are working with an increasing number of universities on health and fitness developments, including swimming development, branding and mystery shopping. Nick continued: "We're committing to supporting Directors of Sport across the UK in developing their sporting business, so we were thrilled to be able to be here to recognise the successes of university sport." --- ## Bigwave Media attend UK Active Summit 2013 Last week, our very own Tom Gozna, Director of Bigwave Media and Debbi Moore, Business Development Manager, attended this year's sold out [ukactive](http://ukactive.com/) Summit. The event brought together over 400 key stakeholders including Government officials, local authorities and leisure centres in a bid to tackle inactivity and encourage Britain to get moving. 1 in 4 people in Britain are now deemed 'physically inactive' as they are failing to raise their heart rate for more than 30 consecutive minutes within a 28 day period. This high risk concern inevitably contributes to the increasing levels of obesity, as well as the vast medical costs that are associated with treating health problems. In Fred Turok's speech, Chairman of ukactive, he called for a national ambition to turn the tide of inactivity by getting Britain moving, highlighting that a 1% reduction in inactivity rates for five years would save £1.2bn. As a marketing agency, Bigwave Media are fully aware of the difficulties of maintaining a healthy lifestyle when the nature of your work permits you to sit at a desk for the majority of the day. However, we are taking that 1% difference on board and making a change?to add to the joys of Monday morning, we were confronted with a standing meeting! Cue shocked faces and thoughts of terror for standing for the next 15 minutes. (Yes, there were also lots of jokes about next week's Monday morning meeting taking place on a jog around the block). However, in favour of the change or not, ukactive's promotion of getting Britain moving is the future, so what are you doing to increase your activity? The support ukactive is receiving - alongside its drive for making sure physical activity becomes normality for the country, will predictably result in a shift in the way businesses market to the inactive population. If you would like the opportunity to create an active awareness campaign this winter, please take a look at our exciting, new [promotion package](http://fitnesscampaigns.co.uk/an-exciting-new-campaign-winter). We have also recently updated our [PR online](https://bigwave.co.uk/pr/) fact sheets, with insightful and revealing information about the effects of exercise on health and well being. As marketing specialists in the Leisure & Fitness industry, these can be a very useful advertising material when embarking on an active promotion. Please get in contact with us on 0845 643 2385 for more information about this service. Please find ukactive Summit 2013 gallery [here](http://www.flickr.com/photos/104569518@N06/?dm_i=1IYM,1YX2V,97X85E,733DB,1). --- ## Bigwave media becomes a Google certified partner Bigwave media, the Exeter based, full service marketing agency, has been announced by Google as an official Google Partner, with a specialism in Search Advertising. The Google Partner status is awarded to select agencies that demonstrate skills and expertise, deliver client growth, pass Google certification exams and are up to date with the latest product knowledge. Bigwave media set off on an quest to upskill staff earlier this year and there were a number of attributions that have helped the agency earn its status. The agency now has 7 members of staff whom have Google certifications and are able to assist local businesses in growing their presence and advertising on Google. 2016 has seen the agency grow in size, taking on more digital focussed staff and growing search engine optimisation services. To help grow your business through Google advertising or for digital marketing support please contact Ronnie Halden on 01392 492 380 or . --- ## Bigwave media delivers striking Wild Planet Trust website The charity behind the region’s three top zoos has launched a new website with a new look and a radical new approach. Wild Planet Trust is the new name for the charity that runs Paignton Zoo, Living Coasts in Torquay and Newquay Zoo in Cornwall. The charity’s new website places a strong emphasis on highlighting the conservation and research work of the zoos. Trust spokesperson Phil Knowling said: > “Our new website leads on our science and conservation work. This is the most important thing we do, and we wanted to make that clear. The site has a strong look and is easy to get around. Each zoo still has its own website, where you can find information on opening times, tickets and things to do and see.” The new site is broken down into four main sections - Wild Conservation, Wild Campaigns, Wild Learning and Wild Science. Wild Conservation focusses on the different areas of Trust work, combining species and habitat conservation with related campaigns. The areas of work are Wild Coasts, Wild Forests, Wild Hills, Wild Futures and Wild at Home. --- ![](https://bigwave.co.uk/wp-content/uploads/2024/03/Screenshot_4.png)--- Wild Campaigns details the charity’s advocacy work on plastics, palm oil, fish, Marine Conservation Zones and carbon footprints. Under Wild Learning is listed the Primary, Secondary, Further Education, Undergraduate and Postgraduate opportunities offered. The Wild Science section provides information on research projects, placement opportunities and visiting researchers. The experts behind the project are Bigwave media, a local marketing, design and digital agency. The company is delighted to have been involved in the creation of the exciting new brand and website for Wild Planet Trust. Simon Beer, Digital Director – Bigwave media said: > “We worked for over 12 months to deliver the exciting new brand for Wild Planet Trust and the website. The Trust’s requirements were for an engaging website to fully explain the amazing conservation work they carry out in the UK and overseas, all the things that go on in their three South West zoos, as well as to increase support and donations for the charity. > > “Our digital team worked closely with the client and carefully listened to their feedback - this allowed us to evolve the project, addressing any issues or changing requirements as they arose. It’s been a great experience and we feel the results speak for themselves.” The adoption of the new name is the first step in a major rebranding exercise. There’s a new logo for the Trust and for each of the three zoos, plus a coordinated new look for the three individual zoo websites. Everything from online ticketing, social media, e-mails and e-newsletters, stationery, promotional leaflets, staff and volunteer uniforms, ID badges and the look of the corporate supporters’ club will change. In addition, there’s a new dedicated YouTube channel. Another huge job is to change and update all the signage in all the zoos. This is expected to be phased in over the coming months. ### [For more information go to www.wildplanettrust.org.uk](https://www.wildplanettrust.org.uk/) --- ## Bigwave Media embarks on MYZONE® Challenges Fuelled by easy methods of transport and a sedentary work life, obesity continues to grow as a worldwide epidemic. Recent UK Active research has shown that increasing the current levels of physical inactivity by just 1% over the next five years could save numerous lives and the UK economy £1.2 billion. Therefore, engaging in active behaviour is more important than ever before. As it is well publicised, using technology to aid your workouts can generate motivation by taking the guess work out of your fitness routine - why count calories when it can be done for you? Our client [MYZONE®](http://www.myzone.org/) aim to improve the quality of life, by providing an accurate heart rate monitoring system to reward effort during physical activity. MYZONE® Effort Points (MEPs) accumulate for every minute of physical activity that a user spends in the 5 effort zones based on personal maximum heart rate. In a nutshell, the higher the intensity, the higher the number of MEPs earned. Continuing from our previous [UK Active Summit blog](mailto:http://blog.bigwavemedia.co.uk/content/2013/big-wave-media-attend-uk-active-summit-2013/), Bigwave Media have taken action to turn the tide of inactivity, and this time we have evolved from standing meetings! Setting weekly MYZONE® challenges on the Bigwave Media online account, allows us to track the office MEP count and create a leader board for some healthy office competition. Since fastening our MYZONE® belts at the beginning of 2014, we have managed to achieve over 20,000 MEPs and burn over a remarkable 100,000 calories! Thanks to the social method, it is now a morning race to the wireless console to see who earned the most MEP's overnight (secretly hoping to beat the impressive efforts of our office Roller Derby queen)! However, MYZONE® isn't just for corporate wellness, as health clubs across the globe connect with the game based feature. Utilising the tool in group exercises, unique, real-time MYZONE® stats are displayed on a large TV screen, acting as a personal trainer without any of the shouting. This high-tech design maximizes the potential of each member whilst increasing club engagement. As the infectious monitoring system continues to grow in popularity, it sheds a new light on activity - exercise no longer seems like such a tedious, uphill battle. Using the innovative MYZONE® technology at Bigwave Media, we have nurtured behavioural change towards physical activity in the workforce. As our challenges advance, please keep track of our progress and achievements on [Facebook](https://www.facebook.com/bigwavemedia) and [Twitter](https://twitter.com/BigWaveMedia). Our [PR online](public-relations) health and fitness fact sheets reiterate the importance of leading a healthy lifestyle and the positive effects exercise can have on an individual's well being. As marketing specialists in the Leisure & Fitness industry, these can be a very useful advertising material when embarking on an active promotion. Please get in contact with us on 0845 643 2385 for more information about this service. For more information on how MYZONE® makes movement measurable, please visit their [Facebook](https://www.facebook.com/myzonemoves) page. --- ## Bigwave media expands the team further ![](https://bigwave.co.uk/wp-content/uploads/2024/03/FullSizeRender33_225x300_1.jpg)Bigwave nedia is continuing its eight-year period of growth with the appointment of David Johns as Business Development Manager. Formerly working as a Partnership Development Manager with sport and exercise charity Active Nation, Johns, 54, has enjoyed a long career in sports and exercise management, across public, private and not-for-profit organisations, including DC Leisure (now Places for People Leisure), SLM Everyone Active and Oldham Community Leisure. The new role with Bigwave media, which has more than 100 leisure industry clients and serves over 430 leisure facilities across the UK, will see him working directly with clients to review, monitor and strategically support the commercial activity in key areas, such as sales, process, culture, best practice and marketing initiatives, ensuring this support is centred on creating value for clients by providing business and marketing performance improvement. Tom Gozna, Operations Director at Bigwave media, which now has 42 members of staff, said: "We are aiding business growth and increased participation in sport and activity across our client base throughout the UK, which has lead to a demand for more staff to deliver the hands on marketing support we provide. "David will be working with clients to support business growth in key income areas - looking at bespoke business and marketing services for new potential clients and helping existing clients to drive their income and results." "As a previous client of [Bigwave media](/okf/article/bigwave-media-expands-the-team-further.md), I've experienced the breadth and depth of their insight and impact, and directly benefited from their services: including demographics, marketing support, creative design and business solutions," said Johns. "Having followed the company's expansion in recent years, I am proud to now be a part of the team, committed to help build on its renown as a respected and trusted supplier of services and solutions to the leisure industry." One of the architects of Active Nation's mission and brand when it was set up in 2009, Johns supported contracts across the charity's portfolio of District, Borough and City Councils, as well as Clinical Commissioning Groups. He mobilised new contracts, managed capital investment projects and worked with sports National Governing Bodies and County Sports Partnerships, including hosting pre-Olympic and Commonwealth Games training camps for the Australian and Canadian badminton teams. Johns has previously worked with Bigwave media's Sales Director, Nick Masson, at DC Leisure in 2005, where they were both Business Development Managers, and subsequently when mentoring SLM Everyone Active's team at St. Paul's Community Sports Academy to become the first leisure centre to achieve Quest Sports Development in 2008. --- ## Bigwave Media launch mobile apps We have expanded our offerings with the introduction of exciting and affordable mobile app services. The unique mobile app services allows you to have a bespoke branded mobile app for iPhone and Android smartphones at affordable prices. Using a content management system (CMS), you are able to update the app contents in real-time, making them perfect for the delivery of timetables, up-to-date news, events and offers. You are also able to send push notifications direct to users phones. The first app to be released is for Gloucester based aspire Sports and Cultural Trust. The aspire app covers all three Trust sites; GL1 Leisure Centre, Oxstalls Tennis Centre and Xpress Fitness Cheltenham. Delivering a mix of live timetables, special offers, news, virtual tours, in-app booking and site info the app is available on iTunes and Google Play. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/Big_Wave_Media_mobile_app_image_aspire-scaled.jpg)aspire sports & cultural trust app Download the app: ![](https://bigwave.co.uk/wp-content/uploads/2024/03/itunes_1.jpg)This is a really exciting time for us as an agency. We are investing in new technologies and are able to offer increasingly progressive avenues of marketing services to our client base. The apps allow us to grow our digital offerings and keep a focus on traditional media with both areas synching seamlessly to offer clients a one-stop shop for marketing requirements. 2013 will see us increase this with a number of new marketing products and services. We recently added a number of social media solutions to our services including custom built Facebook applications, profile branding and full channel management solutions with more projects to be announced soon. **If you'd like your own app or for more information please visit [our services](/okf/page/home.md) page or [contact us](http://bigwavemedia.co.uk/contact-us).** --- ## Bigwave media nominated for Exeter Living Award At this year's Exeter Living Awards, dedicated creative services agency Bigwave will go head-to-head against eight local businesses in a bid to bring home the esteemed Business Services Trophy. This particular award is new to the table and will commend a passionate B2B centered business. Despite only being in its second year, competition for the prestigious awards is hotter than ever with over 120 organisations competing across 19 specialist categories. But enthusiastic frontrunners Bigwave think they have what it takes to win. Ronnie Halden, Head of Marketing and Creative Services, said: “Bigwave is an energetic, creative company and we are proud to show Exeter as a positive, vibrant and successful city. To win this award would demonstrate to our clients that we have been recognised as being an integral part of the business community.” The awards night will take place at The Great Hall, Exeter University, with 400 guests in attendance. Will Bigwave pull it out the bag? We’ll have to wait until April 6th to find out. Until then #GoTeamBigwave! --- ## Bigwave media partners with South West Growth Service Bigwave media has joined forces with local [leading business consultancy firm](http://www.southwestgrowthservice.co.uk/) the South West Growth Service (SWGS). SWGS supports local businesses to discover and resolve specific challenges facing their brand. The partnership will allow both companies to use their differing expert skillsets in synergy to ensure the greatest outcomes for local businesses. The move comes as a cherry on top of a particularly prolific growth spurt in the South West for Bigwave. In the second half of 2016 the agency opened up an office in Torquay and acquired [Plymouth marketing agency](https://www.bigwavemedia.co.uk/) Sigma, expanding their extensive product catalogue as a result. Chris Lorimer, co-founder of South West Growth Service, said, *“This is a great addition for us – we need partners who are best in class and can provide exceptional support to our clients. Bigwave have a great range of services especially in areas where our clients need more support, such as their website profile and social media strategy.* *“We have already introduced Bigwave to a number of clients and will be happy to do this with confidence going forward”.* Ronnie Halden, Head of Marketing and Creative Services for Bigwave, was quick to second this notion adding, *“We are delighted to enter into a partnering arrangement with SWGS. Their reputation as a leading management consultancy that gets results was well known to us, so the opportunity of ‘plugging into’ our range of services to enhance their offering is a good business decision for all those involved.”* --- ## Bigwave media recognised by recommended agency register We are delighted to have achieved Recommended Agency status for the second year running with national body the Recommended Agency Register (RAR). Our clients have rated us highly and we now appear on the online Register; which collates client recommended marketing agencies from across the UK. The ratings are decided from a score out of one hundred for each service provided and a score out of one hundred for seven key criteria: client service; creativity/innovation; effectiveness; strategic thinking; value for money; on time; on Budget. The recognition comes at an exciting time for us. We recently acquired local Exeter-based agency, Digibug; building on our strategy to expand our service delivery teams and offer our clients the very best service. A BIG thank you to all clients who rated us, we're really pleased to be included in the register - thank you! --- ## Bigwave Media recognised by Recommended Agency Register We're really excited at Bigwave as this week we've achieved Recommended Agency status with national body the Recommended Agency Register (RAR). This means that our clients have rated the us so highly that we now appear on the online Register; which collates client recommended marketing agencies from across the UK. Our General Manager, Tom Gozna, said: "We're really pleased to be included in the register. Our business would be nothing without our clients so it means a huge amount to be so highly rated by them." Each agency on the register has received at least three high ratings from clients. The ratings are decided from a score out of one hundred for each service provided by the agency and a score out of one hundred for seven key criteria: client service; creativity/innovation; effectiveness; strategic thinking; value for money; on time; on Budget. RAR also uses the data provided by the agencies themselves to add to the ratings. Tom added, "Bigwave received high recommendations for several of its services: Advertising, Brand Strategy, Design, Digital, Market Research and Print Production. We are hugely appreciative that our clients believe we excel in all of these areas." Have a look at the Recommended Agencies Register here: [http://www.recommendedagencies.com/](http://recommendedagencies.com/) *For more information about Bigwave Media and the services the agency provides contact Tom Gozna on* 0845 643 2385 *or email* --- ## Bigwave media Sales Director, Nick Masson, leads badminton star to the Paris World Games **It’s a big moment for Sales Director, Nick Masson, who will be cheering his longstanding badminton pupil Learna Herkes in the Paris World Cup this weekend. Rising star Learna is one of just three female players to be selected in Wales. She will be representing her country in the under 17s category.![](https://bigwave.co.uk/wp-content/uploads/2024/03/Learna-min.png)**The World Games sees young athletes from across the world battle it out in their chosen discipline. It’s held in different countries every four years. This year marks only the second time badminton has been introduced into the programme. Learna, who was born in Abergavenny and now resides in Devon, will be playing in singles, doubles and mixed tournaments over Saturday and Sunday at the Gymnase Des Bas Coquarts. It’s a proud moment for Nick, who has coached Learna to the point she is at now. He said: *“Learna has been a part of both Queens Badminton Club and the Exeter Performance centre for several years and through her hard work and dedication to training and going to tournaments across the UK it is a truly deserved position to be asked to represent Wales in the Paris World games.**“As only one of three Welsh female players to be picked, Learna, has made a fantastic step forward and we are all delighted for her success.”*Learna is no stranger to badminton success within the family. Her brother, Hayden Herkes, was ranked as the Under 13 years number 1 England singles and doubles in the Badminton England National Ranking last year. She began her career hitting shuttlecocks with her father at Chulmleigh Badminton Club when she was seven, moving on to Queens Badminton Club only one year later. Through her hard work, Learna progressed to the Exeter Performance Centre where she developed rapidly winning several national circuit tournaments. We’re sure she’ll smash it at the Paris World Games. **Keep up with Learna on her journey at** [**https://www.parisworldgames.com/en/**](https://www.parisworldgames.com/en/)**.** --- ## Bigwave media shortlisted for Herald Express South Devon Business Award This year’s Herald Express South Devon Business Awards ceremony promises fun, food and hopefully some Bigwave festivities, with the agency in the running for the Business Growth Award. This recognition follows a particularly successful period of positive development. In the final half of 2016, Bigwave opened an office in Torquay after noticing a shift up in gear on the business and commercial front in the bay area. Over the past year, they have been awarded accreditation for offering European work experience by Torquay-based The Training Partnership, become an RAR recommended agency, gained Google Partner Status and created two new apprenticeship roles. During this time, Bigwave has also worked hard to advance their product offering. Particular focus has been given to the development of digital marketing channels like pay per click advertising. #### **Going for gold** Bigwave will go head-to-head against three ambitious local businesses to win the award. The Herald Express describes the successful nominee as “*the business which can demonstrate outstanding achievements in the development of innovative products or services, expansion into new markets or areas of business activity or a proven track record of commercial success and growth.”* Ronnie Halden, Head of Marketing and Creative Services, said: *“We are delighted to be nominated for an award. The positive business attitude in the bay and the receptiveness by companies to our extensive range of services were instrumental in our decision to expand our business by opening an office in Torquay”* The agency will find out how its fared on Friday 28th April, where the ceremony will take place at the Riviera International Conference Centre in Torquay. What do you reckon – do you think Bigwave has what it takes to win? We like to think so. Even if not, the night promises to deliver what sounds like a delicious camembert and leek tart. Good luck to all nominees. Go #TeamBigwave! --- ## Bigwave Media website nominated for global award Our newly designed website - www.bigwavemedia.co.uk - has been nominated for a prestigious award. Which is very exciting! We quietly launched the new website last week, and it is now a contender in the 'Awwwards': awards for design, creativity and innovation on the Internet, which recognise and promote the best web designers in the world. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/Big_Wave_site.jpg)The new Bigwave Media Website It's a huge compliment to our team to be considered for this award. We've worked really hard to create a user-friendly site which also packs in technical and design features to demonstrate the talent of our design and web teams. The site has been built using the latest coding including Jquery, XHTML, CSS3, PHP, and AJAX and includes a bespoke script to completely integrate social media APIs such as Facebook and Twitter for fully dynamic updates. The website has been re-designed as part of our company-wide rebrand at Bigwave Media. As well as creating a new website, we've updated the company logo and other marketing materials and revamped our offices - decorating inside and adding new signage outside. Our new website is currently on the [Awwwards website](http://www.awwwards.com/best-websites/big-wave-media-ltd), where visitors are invited to rate the website on a scale of 1-10. The final results are decided by a jury and the best sites are considered 'site of the day', then put forward as 'site of the month. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/awwards_big_wave1.jpg)Awwards nomination profile for the new Bigwave Media website These sites are then entered into the competitive Site of the Year and Agency of the Year categories to decide the final winners. There is also a Site of the Year - Users Choice category for the sites favoured by the public voters. We will find out whether we have progressed in the awards by the end of September. In the meantime, please **[VOTE](http://www.awwwards.com/best-websites/big-wave-media-ltd)** for our site! --- ## Bigwave moves closer to big waves [Creative, Marketing & Digital Agency Bigwave media has opened an office in Torquay](https://www.bigwavemedia.co.uk/). The Exeter based agency, formed over 10 years ago, has identified that the area has a vibrant and positive buzz about it. Head of Marketing & Creative Services, Ronnie Halden explained: “A few of our staff, including myself, live in and around the Bay and we have all noticed a shift up in gear on the business and commercial front. We have been members of the Torbay Business Forum for two years and under the chairmanship of Tim Godfrey have seen it go from strength to strength and we think the same will apply to the Torquay Chamber led by the industrious Susie Colley. Bigwave already works with a number of clients in the area including Paignton Zoo and Living Coasts and we believe a physical presence will help us expand on that number. “The Training Partnership Ltd. have been supplying us with a stream of talented workplace European students over the last two years and in October we will take on a digital apprentice through the South Devon College Apprenticeship scheme – so all in all it felt was the right time to open an office here.” Contact Ronnie Halden on 01803 266380 ronnie@bigwavemedia.co.uk --- ## Bigwave partners with CIMSPA to enrich the social sphere Bigwave’s valuable leisure-focused social media training sessions are set to take a new lease of life thanks to Bigwave’s partnership with UK-based professional development body CIMSPA. The collaboration, which recognises Bigwave as CIMSPA skills development partner, has been in place since the beginning of July, setting Bigwave amongst a network of quality-assured training providers. ##### **A new vision for networking** CIMSPA (the Chartered Institute for the Management of Sport and Physical Activity) is an organisation that provides high-standards of leadership, training and support solely in the sport and activity industry. Bigwave’s partnership with CIMSPA will encourage employees within the leisure sector to truly hone in on their marketing communication skills, in order to contend in an increasingly competitive marketplace. The offering, which differs from 90% of the training provided by CIMSPA, can earn attendees up to 5 CIMSPA CPD points. Bigwave held its first session with Wandsworth-based leisure facility Enable Leisure & Culture. As seen below, the individual feedback received was highly positive: *“The training will help develop a content strategy and allow us to look at the branding of each page, consider how we get the Enable brand included in any social media and build in a more structured programme for each programme/event we offer.”**“It provided a good platform for us to plan what we should be doing and also make sweeping changes across the service. It was good to keep up with advancements”**“The tutor was very positive and had a vast amount of knowledge which showed in the course.”* ##### **Switching up your approach** Bigwave is looking forward to sharing best practice with other organisations that would benefit from a boost in their social media strategy. The training workshop will cover a wide range of topics, including: - Understanding the digital and social journeys customers take into and through your services - An overview of how different social media usage could benefit your organisation - A review of current social trends - Utilisation of a simple, stepped process, to creating a social media strategy - A review of your own organisations channels - The use and functions of the most popular native social channels - Social marketing tools that need to be a part of your strategy - Social creativity: content marketing ideas and best practice - Metrics beyond a simple “follower count” – the measures to track to gain genuine insight of your social media platforms, work and effects. If this sounds like something your organisation could benefit from then get started by filling in your details below. We’ll be in touch shortly. --- ## Bigwave staff train to restart a heart In a running theme of British Heart Foundation related [activities](/okf/article/bigwave-gets-reddy-to-tackle-heart-disease.md) in the Exeter office, a number of Bigwavers have undertaken CPR training and joined the fight against heart disease. Trained cardiac professionals took Bigwave staff through the National of Lifesavers programme and shared their own difficult stories. For some of the team, it was a simple refresher course, whilst others gained altogether new insight on how to restart a heart. Content manager at Bigwave, Beth Markey, was one of the many in attendance at the training. She said: “CPR training should be a staple in schools and organisations everywhere. You never know when you’ll need to use it. “The last time I had any first aid training was almost 10 years ago. It’s amazing how quickly it falls out of your head, but the tips given by Joy and her team are the sort that will stick in your head. I certainly can’t see myself forgetting them anytime soon.” Every year across the UK, there are over 30,000 cardiac arrests outside of the hospital. The survival rate is less than 1 in 10. Bigwave is one of just a few organisations across the country making life-saving a priority – something the British Heart Foundation is working tirelessly to change. For more information on becoming a Nation of Lifesavers, click here. The training may come in handy after the shock of seeing our spectacular [design services.](/okf/page/our-work.md) --- ## Bigwave supports local business with Share a Smile campaign Here at Bigwave, we have a long history of helping businesses across the South West grow and flourish. With the Covid-19 pandemic, many of our clients (including those in the leisure and tourism sectors) have seen their businesses affected. That’s why we’ve lent our marketing hands to PKF Francis Clark, a chartered accountancy and business advice firm to help them launch the #ShareaSmileSW campaign. Both Bigwave and Francis Clark share a passion for business across the entirety of the South West (we even have three offices in the same towns and cities), which allowed us to create the Share a Smile campaign to help local businesses. ### **What is the Share a Smile campaign?** At the heart of the South West community are local businesses, from restaurants and cafes to leisure facilities and tourist attractions. The Share a Smile campaign encourages people to visit their favourite local businesses (whether that be big or small) and to help more people discover the local treasures right on their doorstep. The campaign is simple; visit a local business (whilst observing safety measures), snap a picture of you enjoying your experience, and share your smile to Instagram or Twitter using the hashtag #ShareaSmileSW and tag the business. Something as small as sharing a smile can help support your favourite local businesses, the local economy, and the jobs of people in your community. Not only that, but you could also win a fantastic prize provided by PKF Francis Clark! ### **Why should businesses get involved?** Throughout the pandemic, there have been a few great Government initiatives that have been put in place to help support businesses. Whilst these have definitely helped, many businesses feel that they need more support throughout this period. Bigwave has been working tirelessly this year to continue delivering our core mission statement of “making a difference.” We’ve created 21,484 items of bespoke client Covid-19 signage, spearheaded the ‘Get U Back’ national leisure and cultural recovery campaign, and completed over 800 projects, to name but a few things. However, there’s still more to do. The Share a Smile campaign is designed to highlight South West businesses and encourage new customers to visit you. Accompanied by the joy of a smile, this campaign can help boost your business. And it’s not just your business that benefits; the campaign can also help to support your suppliers, your local community, and the South West’s economy. Whilst many businesses might not have a large marketing team to help them grow and gain new customers, the Share a Smile campaign can help drive potential buyers to your door. ### **How can I get involved?** As a consumer, you simply need to take a snap and share your smile. As a business or business owner, anybody can tag your business in this campaign, meaning that you’ll get instant benefits. However, if you want to boost your reach, you can download a campaign toolkit which will give you a range of marketing assets you can use to engage with the campaign. To access the toolkit please [click here](https://shareasmilesw.co.uk/resources-info/#register). --- ## Bigwave win Business Contribution to Sport Award Full service marketing agency, Bigwave media, will be carrying their trophy with pride at the kick-off of the Bigwave media Business Games on Friday 5 May, after winning the Business Contribution to Sport category at the Exeter Express & Echo Awards. The prestigious event, which took place at St James Park on 26 April, distributed awards across 12 categories relating to sport in the local community. Bigwave media was nominated for its annual running of the Business Games, an initiative which sees 25 Exeter-based businesses compete in eight events to earn themselves a spot at the top of the leader board. **A successful run** Now going into its eighth year, the Business Games has given local companies a great excuse to network, team build and let their hair down! Money raised by the Business Games is poured into the Exeter Foundation, a trust set up by Exeter’s most prolific names in sport and business to help raise money for local charities. Over the past seven years, the games have successfully raised £30,000. Debbi Moore, Head of Client Experience at Bigwave as well as lead organiser of the games, was thrilled the agency had been acknowledged for the award. She said: “We’re honoured to be recognised for our hard work and commitment. A lot of time and energy goes into the organisation of the Business Games, and it’s always fantastic to see it coming together. “People of all ages and abilities can get involved and it’s a great opportunity to try new things. The games have become an integral part of Exeter’s business community.” It’s been a busy time for Bigwave, who ended the week in runner-up position for the Business Growth category at the South Devon Business awards in Torquay. Over the past year, Bigwave has worked more closely with businesses in the bay area, opening a Torquay office last September to offer support as a [marketing agency in Torquay](https://www.bigwavemedia.co.uk/). **Join the action** Times are about to get even busier this Friday 5 May as Bigwave kicks off the Business Games with bowling. Who will knock it out the park? It might be you! So get your shoes on, we’ll see you at the bowling alley. Find out more about the Bigwave media Business Games [here](http://www.bigwavebusinessgames.co.uk/). --- ## Bigwave's Summer of Fun As the days become shorter and nights become colder, we'd thought we would reflect on Bigwave's summer. From winning the rounders league to creating an Instagram account, catch up with our achievements over the past couple of months... **June** *Michelmore's 5k Charity Run* ![](https://bigwave.co.uk/wp-content/uploads/2024/03/CHPeh78W8AAMPwM.jpg) Some of team Bigwave took part in the [Michelmores](http://www.michelmores.com/charity-run) 5k charity run, the run managed to raise £25,000 for [Macmillan](http://www.macmillan.org.uk/) Cancer Support. *Exeter Business Games* ![](https://bigwave.co.uk/wp-content/uploads/2024/03/Bigwave-Boat-Race-Exeter-Business-Games.jpg) With our very own Debbi organising the events, Bigwave managed to take part in some of the team building activities. Find out more about the power of team building [here](https://bigwavebusinessgames.co.uk/). Throughout the summer, we've had to say goodbye to our placement student Rosie, but have said hello to the new junior digital account manager Abbie for the next year. We've also had a number of interns join us this summer for 4-6 weeks. **July** *Workplace Rounders* ![](https://bigwave.co.uk/wp-content/uploads/2024/03/CH2SszlWsAAzX1e.jpg) At the beginning of summer, [Active Devon](http://www.activedevon.org/) held a rounder's tournament for businesses in Exeter for 6 weeks, a group of Bigwaver's entered and the rest is history. Bigwave won the league with creative director Lee scoring 6 rounders in one round! *Recommended Agency Register* ![](https://bigwave.co.uk/wp-content/uploads/2024/03/rar_recommended_copy.png) We are pleased to announce that Bigwave Media have been placed on the [Recommended Agency Register](http://www.recommendedagencies.com/) for the second year in a row! We're delighted to be included in the register, our business would be nothing without our clients so it means a huge amount to be so highly rated by them. *New Instagram Account* ![](https://bigwave.co.uk/wp-content/uploads/2024/03/Screen_Shot_2016_01_19_at_10.19.02.png) Yes that's right, Bigwave now have an Instagram account and will be posting 'behind the scenes' of Bigwave. To find out what the fuss is about follow us on [@bigwaveagency](https://instagram.com/bigwaveagency/). **August** *2,500 Twitter Followers* ![](https://bigwave.co.uk/wp-content/uploads/2024/03/followers.jpg) During August we hit a milestone of 2,500 Twitter followers, we would like to take this opportunity to thank each and every one of you! If you don't follow us... you can do [here.](https://twitter.com/BigWaveMedia) *Hack 2015* ![](https://bigwave.co.uk/wp-content/uploads/2024/03/biscuit-election-20151.png) Staff training days can be tedious so here at Bigwave, we've taken a different approach to engage all members of staff- Hack 2015. This is an apprentice style training day with members from all departments split into groups and handed a task. This year it took the form of the Biscuit Elections 2015- where the groups had to prove why their biscuit was the best. Find out more in our Hack 2015 [Blog post](/okf/article/bigwaves-summer-of-fun.md). *Ping Pong Championship* ![](https://bigwave.co.uk/wp-content/uploads/2024/03/CFhXJaWWEAACUfE.jpg) During the end of June active Devon generously gifted Bigwave a Ping Pong set, with a meeting table to spare, this was set up in a couple of minutes. The annual Bigwave Ping Pong tournament was soon set up, everyone in the office had the chance to play. Several rounds later and the final got narrowed down to two people... Business manager Chris and Graphic Designer Jeff. To find out who won? keep an eye out on our [YouTube channel](https://www.youtube.com/channel/UCKVcWbDXC7yt3i36T8_i8pw). So that was our Summer of Fun here at Bigwave, we would love to here what you did over summer, simply tweet us [@bigwavemedia.](https://twitter.com/BigWaveMedia) --- ## Brands have GoT creative for the Game of Thrones finale Who caught the last GoT episode? What a bloody ending – Arya kidding me? Who would have thought the throne would be taken by…JUUUUUUUST KIDDING. No spoilers here. However, we take no shame in littering this blog with puns #noygrittes We're not the only ones who are sad to see the famed show over and done with. Some brands loved it so much that they incorporated it into their own advertising. Here are some of our favourite creative Game of Thrones-themed advertising campaigns. ## Oreo For the season finale, Oreo have released a GoT special pack of biscuits. #cookiesarecoming And, let's not forget their creative take on the title sequence: ## Bud Light The Superbowl in the US is kind of like its own Game of Thrones for advertisers. Check out this ad from Budweiser, with a medieval take on the show. Although the punch line should've been 'That's what I do - I drink and I know things....' ## Johnnie Walker Now that is the perfect opportunity to play around with your brand name - Johnnie Walker Whisky released the White Walker Whisky in celebration of the final season of our favourite show. I think it is pretty cool (if you'll excuse the pun): ### And finally, always on point with their marketing is KFC: This poster looks tremendous, although it might take a slightly darker turn after the Bells episode of the final season. Dracarys! This campaign was done by Ogilvy Hong Kong, read more about it [here](https://www.thedrum.com/creative-works/project/ogilvy-kfc-got-hot-spicy). ### Bonus: SEMrush Game of Digital Marketing Quiz Take the[ SEMrush Quiz ](https://www.semrush.com/blog/game-of-digital-marketing/)and find out which Digital Marketer you are! #ValarMarketis Naturally, I am the SEO specialist... --- ## BrightonSEO - unique insights into the future of search Another tremendous brightonSEO conference has just passed (September 28th) and we were lucky enough to be able to attend. A whole day of inspiring and very insightful talks, plus we got to see Rand Fishkin and the DeLorean – not sure who got the most attention! I’m writing this piece as a short take-out of what was, in my opinion, really important to remember. Being a technical SEO geek, I found the talks of Mike King of iPullRank, JP Sherman of Red Hat and Barry Adams of Polemic very practical. - Mike spoke about automated testing to bridge the gap between development and SEO and pointed to the right approaches to planning and executing tests. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/IMG_7716-scaled.jpg)- Barry held a fantastic session on technical SEO pitfalls and how to solve interesting problems with JavaScript and site architecture. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/IMG_7719-scaled.jpg)- But most notably, JP spoke about how underappreciated onsite search actually is, how little attention is being paid to those searches and the interface of the internal search engine. I found it fascinating that the amount of information you can gain from that is so vast. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/IMG_7733-scaled.jpg)Another super important talk was Patrick Reinhart’s ‘Indexation, Cannibalisation, Experimentation’ – a few case studies of website indexing gone really, really wrong and how these got fixed. It provided me with a whole bunch of ideas when it comes with dealing with these sort of problems – and that sometimes you just have to take the drastic approach! The conference wrapped up with **Rand Fishkin’s** keynote speech on **the future of Google SERPs.** It seems like, due to the current market share of Google, they can afford to implement more and more changes into the way they display results – slowly shifting from a search engine to an answer engine. More knowledge panels, featured snippets, ![](https://bigwave.co.uk/wp-content/uploads/2024/03/IMG_7770-scaled.jpg)panels about travel, hotels, restaurants, weather, sporting events, booking flights – you name it, Google most probably has it in the SERP already. Rand gave us ideas about how to approach SEO in the era of no-click searches, how to grow brand awareness and how to structure and publish good quality content. A great quote that I found notable was: ‘Your number one goal isn’t getting clicked on a bunch of keywords, it’s making sure your brand is searched more than any other.’ Overall, I found the conference to be the best one yet & truly helpful in gaining an insight into the future of search, content, AI, data and machine learning. Roll on next time! -- ![](https://bigwave.co.uk/wp-content/uploads/2024/03/O44gpS0J.jpg)[![](https://bigwave.co.uk/wp-content/uploads/2024/03/google-partner-RGB-search-mobile.jpg)](https://www.google.com/partners/?authuser=2&hl=en-GB#a_profile;idtf=1521139611)*Ekaterina is our resident SEO expert, and Ask Ekaterina is the stamp of her boundless wisdom. Got a question about SEO, Google or search marketing? Why not #AskEkaterina? Follow Kat on Twitter - [@AskEkaterina](https://twitter.com/AskEkaterina) - and [LinkedIn ](https://www.linkedin.com/in/askekaterina/)for all the latest and greatest developments in the search marketing world.* --- ## BrightonSEO September 2019 - wellbeing and inclusion in SEO BrightonSEO September 2019 is now done and dusted. What a spectacular event! I can safely say it is the biggest search marketing conference in Europe, if not the world. All the talks that we attended gave us a plethora of different ideas to think about in our work, but two particular talks really resonated with me this time. Just before lunch, I had the fortune to sit through the **Wellbeing and Inclusion** panel at this year's autumn conference. **[Happiness will make you rich](https://allegra-chapman.com/2019/09/12/happiness-will-make-you-rich-brightonseo-2019/)** was a talk by **[Allegra Chapman](https://twitter.com/Allegra_Chapman)**, an organisational values consultant. I found her perspective unique as she managed to **bridge the gap** between employers and employees when it comes to work benefits and company culture. When it comes to it, keeping your staff happy will have a **tremendous benefit to everyone involved** and to your bottom line. Staff don't care for gimmicks like table tennis table or beer pong but would love **more flexibility to be parents and to work remotely,** for example. You can view her slides below: The second session was so inspiring to me and rang true on many occasions - [Keep Up or Give Up: Imposter Syndrome, Burnout and Mental Health in Digital](https://www.brightonseo.com/conference-talk/keep-up-or-give-up-imposter-syndrome-burnout-and-mental-health-in-digital/) by [Amy McManus](https://twitter.com/TheAmyMcManus) from [AM Marketing](https://twitter.com/ammarketing). During her 20-minute segment, Amy told the story of **her own career and her struggles with imposter syndrome and burnout**, when working for a digital agency and subsequently starting her own. When it was time for audience participation, it became clear than **most of us have suffered from these issues** - when you think you are never good enough, although you have years of experience in your industry. What I found fascinating was the reasons behind this in digital/tech kinds of jobs - the ever-changing landscape and search engine updates can result in constant insecurity. [Kristin Chirico / BuzzFeed](https://www.buzzfeed.com/kristinchirico/13-charts-that-will-make-total-sense-to-people-with-impostor) Amy drew comparisons to other industries, where things are changing at a much slower pace: > *“The digital industry is the only industry you can work in where you can go to sleep an expert and wake up a novice. We have a rapidly changing industry and this leads to a tremendous amount of mental health issues in the industry.”* Another reason that she gave was the young age of the workforce. Most people working in digital are **30 or younger.** Finally, things like not being able to switch off and the constant emission of blue light from your devices leads to troubles sleeping and concentrating. Unfortunately, we are more prone to burnout due to the nature of our work. **How do Amy and her agency solve these problems?** - **Personal Growth Charts**, reviewed on a regular basis - **No late nights** - you will end up being less productive anyway - **No holiday emails** - we need to learn to switch off! - **Work at an 80% capacity** to lower the risk of burnout - **Mental Health Days** - we should all be able to talk about our mental health and not experience stigma about it. You don’t want to have the first conversation about mental health with an employee when they are already starting to struggle. --- ## Can I keep my .eu top-level domain after Brexit? Current advice by EUrid [EUrid](https://eurid.eu/en/), the organisation, responsible for registering .eu domains has set out some [guidance on the topic](https://eurid.eu/en/register-a-eu-domain/brexit-notice/). They stipulate that it is likely that businesses without an address in Europe will lose the right to the .eu domain and will not be able to register a new one. If you already have an .eu domain in your name, you will most likely be given a period to transfer and redirect this, unless you can follow the legislation. It is currently uncertain but depending on the withdrawal date and the deal or no-deal circumstances, the period will vary. **1. If Britain leaves the EU without a deal** - **As of the date of the withdrawal**, UK businesses will not be able to register new .eu domains; - Registrants of current domains will get a notification about the changes with a deadline of 2 months to comply with the requirements ; - During that period, the domain will remain active but it will not be transferable to a non-GB/GI registrant or be renewable; - If you still do not comply after that, your domain will be suspended by the following year and it will be available for purchase. **2. If Britain leaves with an agreed deal** - From the **first day after the end of any agreed transitional period**, it will not be possible for UK businesses to purchase an .eu domain without complying to the legislation; - Same rules apply as above, however, the timelines are moved forward, based on the withdrawal agreement. How can I keep my domain name? There are options to be able to retain your domain: To follow the legislation, UK-based businesses and individuals will have to amend their contact information to include an EU address. With valid contact details from one of the other 27 EU countries, you will be able to keep your domain - for example, Estonia offers the option for anyone to become an [e-Resident.](https://e-resident.gov.ee/become-an-e-resident/) If you can't or don't want to retain your EU domain, then you should start taking steps to redirect all of your traffic to another valid domain. We suggest to register an alternative domain as soon as possible and to think about the SEO implications of migrating the website. Ensuring that all parts of your website are redirected properly, by using permanent (301) redirects and having an SSL certificate with your domain are vital parts of the strategy. [Get in touch today ](/contact/)so we can help out with every part of the migration - from managing your website to providing a bespoke [SEO strategy](/okf/page/seo-services.md) for your website. --- ## Content and SEO: how do they go together? Starting out on the digital marketing journey, it is easy to be misled into thinking that Search engine optimisation (SEO) and content marketing are independent entities serving separate purposes, when in fact, the opposite is true. For either discipline to be successful in growing qualified search traffic, both must come together in one cohesive strategy. To retain an audience or drive profitable customer action, content marketing creates and distributes stories and information aligned to the interests of a target market. SEO is the technical process to build and maintain a website to be user-friendly and increase the visibility of content in search engines. To rank high in the Search Engine Results Pages (SERPs), you need frequent high-quality content that makes use of important SEO elements, including…. ### **Finding relevant keywords and making use of them** Keyword strategies are imperative for effective search engine marketing (SEM). However, keyword stuffing into content, can knock the stuffing out of your search engine rankings, or even cause it to be removed from search listings entirely. By using appropriate phrases or keyword combinations that flow with your narrative, and that you know your target audience is looking for, will help them to easily locate your site. ### **Quality content that will satisfy Google’s E-A-T score (and no this doesn’t just apply to the hospitality sector)** E-A-T is an acronym, standing for Expertise, Authoritativeness and Trustworthiness, and refers to the criteria applied to content by Google to qualify your page ranking. If your content is not up to Google’s standards, they will rank you lower than you might like. A high-quality page should have the following characteristics: - High-quality content - Descriptive and helpful title - Positive website reputation - Satisfying information - Information on who is responsible for the website ### **Link building to increase traffic** The web is built on links, so naturally, links play a major factor in boosting web traffic and SEO, and the best method for developing links is to create stellar content. To help increase the traffic flow in and around your website, here are three types of links to consider: - **Inbound links/ backlinks** – This is a link from other sites that refer back to your site. Google uses inbound links as a way to help determine the authoritativeness and relevance of your content. - **Outbound links** – These are links that link from your site to other sites. This shows Google that you are creating quality content for your visitors. - **Internal links** – This refers to links to your own content and can help tie pages together for both Google and visitors, making each page more valuable. ### **Providing a great user-experience** SEO isn’t just about having great content, it’s also about making your website navigable for both users and search engine crawlers to peruse your site. Crawling refers to the discovery process in which search engines send out a team of robots (known as crawlers or spiders) to find new and updated content. This is then stored and organised in an index which determines your ranking for relevant search queries. **Here are the technical SEO elements to incorporate:** - **Functioning links.** It’s important to ensure that the site has no broken links with error code (like 404s). Not only is this frustrating for the user, but your site will be poorly ranked by the search engine. - **The correct URL structure.** Having concise URLs that are short and descriptive without numbers and symbols drive the search engine to find the relevant subpages and categorise the different parts of your site. This also benefits UX, the process design teams use to provide meaning and relevant experiences to users, and to publicise content. - **Tags.** The appropriate tag in a header or title provides outstanding and superior indexing and authentic search results. It sets the tone for the type of content readers can expect to find and makes it simple for the search engine to understand. - **Meta description.** An easy opportunity to increase your search traffic is to include a meta description on your webpage – such as on a blog entry to display on a blog landing page. This provides a summary of everything a visitor (and a search engine crawler) should expect before entering any given page. --- ## Conversion API Tracking: What You Need To Know Apple released its iOS 14 update in Spring 2021, offering users the option to opt out of tracking technologies, which has had a huge impact on the way Apple user data can be used to inform advertisers on the performance. As an estimated 7.33 billion people globally used Apple’s iOS technology, this loss of data has been critical. Before the update, cookies could be used to power retargeting, ad personalisation and conversion tracking. However, all is not lost – Facebook’s Conversion API can now be installed server side to collect user events data, all within current privacy regulations. ## What Is Conversion API Tracking? The Facebook Conversion API is a tool that allows advertisers to send user events from their website or mobile app directly to Facebook's servers. It is an alternative to the traditional Facebook Pixel, which relies on client-side code (JavaScript) to track user behaviour on a website. With the Conversion API, advertisers can track more types of events and collect more accurate data than with the Facebook Pixel alone. This is because the Conversion API sends data directly from the server, bypassing any limitations imposed by browsers or ad blockers. Once the Conversion API is set up, advertisers can track events such as page views, add-to-cart actions, and purchases, as well as custom events that they define themselves. This data can be used to optimise ad targeting and measure the effectiveness of ad campaigns within the Meta platforms. It's worth noting that the Conversion API is more complex to set up than the Facebook Pixel and requires a certain level of technical expertise. However, for advertisers who are willing to invest the time and resources, it can provide valuable insights into user behaviour and help improve ad performance. ### What Is The Difference Between Meta Pixel And Conversion API Tracking? The functional difference between Meta Pixel and API is that rather than Facebook collecting and storing the data from your site as it did with Pixel, you are now collecting the data from your website server and sending it to Facebook’s server to populate the data contained Ads Manager. Essentially, with Meta pixel, the code is installed on your website browser, whereas Conversion Tracking API is installed on your website server. They are both mechanisms that transport event data, just in slightly different ways. There were limitations to the Meta Pixel that were imposed by web browsers and ad blockers which prevented the tracking code from firing, causing incomplete and inaccurate data, however, Conversion API does not use cookies or other tracking technologies that may compromise user privacy. ## The Benefits of Conversion API Tracking Some businesses are choosing not to send the time or budget to set up Conversion API tracking for on their server and are continuing to just Meta Pixel alone. However, it is Strongly recommended that you use both Meta Pixel and Conversion API in conjunction to ensure the best results. Some of the benefits of installing Conversion API are as follows. - Reliable data: The data that populates your Ads Manager is more reliable than the data collected by Meta Pixel alone. - Improved data privacy: Conversion API can help ensure user privacy and protect their data in accordance with the last data protection regulations, as it bypasses tracking technologies such as cookies. - Cross-device tracking: By using Conversion API you can now track user events across multiple interlinked devices to further understand user behaviour, attribute conversions and ultimately, improve the results of your ad campaigns. - Accurate ad targeting: Because the event data collected is more accurate you can make informed decisions regarding your target audience which will lead to increased conversions. ## Setting Up Conversion API Tracking Setting up Conversion API tracking requires knowledge of server-side coding, such as PHP or Python. It needs to be integrated with your website or app's backend code. If your site or app uses a popular e-commerce or CMS platform, such as WordPress, there may be pre-built integrations available that can simplify the setup process slightly. If you're tracking standard events, such as page views and purchases, this may be relatively straightforward. If you're tracking custom events, these events will need to be set up. As with any new integration, it's important to thoroughly test the Conversion API to ensure that data is being tracked accurately and reliably. This may involve creating test events and verifying that they're being tracked correctly. At Bigwave, we have begun this process with our existing clients as part of our [PPC service](/okf/page/ppc-exeter.md), for no extra charge to our clients who are on WordPress. If you would like any more information regarding the marketing services Bigwave can provide your business, please feel free to enquire today. --- ## Couch to 5K with Bigwave Exercise can be a daunting task, and knowing where to start in the fitness world can be intimidating. [Get Active Exeter](http://www.activedevon.org/) are challenging sedentary workforces to get physically active with a Couch to 5K [challenge](http://www.nhs.uk/Livewell/c25k/Pages/couch-to-5k.aspx). The programme is funded by [Sport England](https://www.sportengland.org/) and is aimed at beginners wanting to get active. The course combines walking and running over 12 weeks, increasing the period of running each time. The course should increase the groups endurance in a fun, supportive atmosphere with some friendly competitive elements. With the success of this campaign, we thought that we’d start our very own ‘Run Club’. Bigwave Graphic Designer [Erika](/okf/page/the-team.md), who volunteered at the Rugby World Cup, has taken on the responsibility of run leader. She recently qualified to be [‘leader in running fitness’](http://www.runengland.org/page.asp?section=38), which is funded by [Run England](http://www.runengland.org/), so is the perfect candidate to lead the club. Run Club meets at the [Bigwave](http://www.bigwavemedia.co.uk/) office every Tuesday, and sets off along the river for a picturesque (and flat!) group run. Maintaining fitness within an office where most individuals are deskbound and inactive can be difficult, however Run Club is an excellent way to get active after work- starting at 5:30 and finishing at 6:30. Erika’s motivational techniques help the team work together, she also provides the club with hints and tips about stretching after the run. The NHS provides weekly Couch to 5K [podcasts](http://www.nhs.uk/Livewell/c25k/Pages/couch-to-5k.aspx), tips and tricks around exercise, a free app as well as runner’s stories and achievements from across the UK. Here at Bigwave we also have the Nike Running [app](http://www.nike.com/us/en_us/c/running/nikeplus/gps-app) where we can track against each other’s progress, it also creates friendly competition between colleagues. There are two groups: the improvers and the beginners. The improvers group is for people who are seasoned runners but like to run with other people. The beginners group is for people who want to get moving but don’t want to do it alone. At the end of the 12-week period, the runners will complete a 5K run- the destination is still to be decided but stay tuned to our Twitter or Facebook to find out. Run Club takes place every Tuesday at 5:30pm from [Bigwave media](https://www.google.co.uk/maps/place/Bigwave+media/@50.7196634,-3.538815,17z/). Stay in touch with our progress via [Facebook](https://www.facebook.com/bigwavemedia) or [Twitter](https://twitter.com/BigWaveMedia). --- ## Creating the perfect image - using stock photos Stock photography is arguably one of the greatest design weapons around. The sheer number of files available at the click of a mouse has revolutionised the way organisations are able to represent themselves. With image quality - for the most part - high and prices low, it is no wonder that providers such as [iStock](http://www.istockphoto.com/) have millions of users worldwide (us included). But let's look at the flip side for a second. 'Unoriginal', 'clichéd' and 'dated' are all words that have been used to describe stock images by critics of [iStock](http://www.istockphoto.com/), [Shutterstock](http://www.shutterstock.com/) and other providers. If used lazily, yes - designs using poorly selected, mismatched stock photos are at risk of living up to these negative labels. One look at Vince Vaughn and his co-stars posing in [iStock parodies](http://www.adweek.com/adfreak/vince-vaughn-and-costars-pose-idiotic-stock-photos-you-can-have-free-163239) as a tongue-in-cheek PR stunt instantly sums up the current "cheesy" reputation **some** stock photos have garnered in recent years. **Selection, selection, selection** Getting the best out of stock imagery really is all in the selection - it's that simple. Find a stock image that works with your campaign and you're off to a flying start. However, with some campaigns demanding very specific images in order to perfectly complement the overall message, it is inevitable that stock galleries can't always fulfil requirements. **The perfect image** So what happens when you can't find the perfect image? You don't have to settle for something that is just *okay*. Here at [Bigwave media](http://bigwavemedia.co.uk/), our designers are able to take a number of high quality stock images and manipulate them to form a single, custom-designed image that is perfectly suited to your campaign and brand. The images below were used in a recent ecampaign to promote [Exeter Business Games](http://exeterbusinessgames.co.uk/). In this case, the purpose was to show both metaphorical sides of the individual taking part - their business side and a more sporty, competitive side in relation to the games. Such images were too obscure to find in a stock gallery, so these were custom-created instead. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/Stock_Manipulation_1024x822.jpg)The result? A unique image that captures **exactly** what the campaign intends to communicate. [Bigwave media](http://www.bigwavemedia.co.uk/index.php) is a creative marketing agency working with clients across the UK to develop bespoke campaigns. To discuss ideas that we can help you progress, please [get in touch](http://bigwavemedia.co.uk/contact-us). --- ## CRO: What it is, How it Works, and Why it's Important **Often working hand-in-hand with SEO, CRO (conversion rate optimisation) is an essential part of digital marketing strategies.**If you are a marketer, pulling traffic is an important part of your role, whether it’s through SEO, ad campaigns or SEM. However, successfully generating traffic doesn’t necessarily guarantee conversions. You need your users to take action to achieve high conversion rates, but how? In this article, we will explain what CRO is, how it works and why it is important. ## **What is CRO?** The purpose of CRO (conversion rate optimisation) is to optimise your entire marketing strategy. It’s the practice of compelling users to engage with your content and, most importantly, take action. This may include subscribing to your newsletter or purchasing a product. Many marketing strategies focus on generating quality leads, grabbing the attention of a target audience, and improving site traffic, but these only make up for barely half of the journey toward getting your users to the end goal – which is to act. Your conversion rate is the number of people who take your desired action. The average conversion rate for a website is 3% and under, but you may wonder how it is possible to increase conversions. With the simple yet powerful strategy of CRO, anyone can reach their goal of greater revenue. ## **How does CRO work?** CRO gives you greater control over how your users interact with your content. It puts you in charge of the paths they take to achieve conversion, but it isn’t always easy to get them to complete their journey. To achieve conversion rates, users must take action on your website either by getting in touch with you or buying a product. A successful CRO increases profits and website traffic and ensures you are being customer-centric. Optimising your conversion rate includes analysing and gathering data, running tests, and finding solutions to form a new hypothesis. The core components of the CRO process are website and customer analysis, site experimentation and A/B testing, implementation, and evolution. Once you have done these, you repeat until you have figured out what it is you do (or don’t do) that increases your conversions, whether it’s to do with your content quality, webpage loading speed, CTA placements, or visuals. ## **Why is CRO so important?** CRO is important as it ensures you generate sales. No matter if your website gets millions of visitors per month, if you have a conversion rate of zero per cent, then you aren’t going to make any money. It is also important as all marketers know how expensive it is to generate traffic. Whether you use Google or Facebook ads, or another PPC platform to drive traffic to a website, you may wonder why you’re spending so much money but not generating any sales. CRO ensures you maximise your ROAS (return-on-ad-spend). It’s a cost-effective solution that gives you the results you want. ## **How can I maintain successful conversion rates?** It is difficult to achieve high conversion rates, let alone maintain them, especially if you are a small company. However, once you reach your goal, it is important to keep repeating the entire CRO process to try and maintain your sales. This means regularly analysing your website and customers, and thinking of new ways to improve UI (user interface) and UX (user experience). --- If you need help with understanding or enforcing CRO processes, [get in touch with our marketing experts today](https://bigwave.co.uk/contact/). --- ## Cutting marketing spend when times get difficult can further damage your business Every business goes through hard times. During these periods, it’s natural for business owners to investigate how to reduce costs and boost profit margins. For those businesses that can still operate and have an accessible or willing customer base, then cutting marketing spend, from SEO to Google Ads, can be a mistake. Marketing is the lifeblood of a business because it brings in new sales, new customers, and new profit streams. Marketing is the only way that people know that your business exists. ### **Managing marketing budgets effectively** Loyal customers are one of your main and enduring sources of cash flow and organic growth. Ultimately, marketing isn’t an optional ‘nice to have’ but an essential tool for bringing in revenue. Despite this, companies still often cut marketing spend disproportionately in times of trouble, but businesses need to make sure that they can distinguish between the necessary and the wasteful. Making sure that you have built and are maintaining a strong brand identity that customers can trust is one of the best ways to reduce impact on your business. For example, companies with strong brands like Colgate-Palmolive and Johnson & Johnson have fared better in recessions than those with lesser-known brands. ### **What can you do to boost marketing results?** The American Business Press reports that companies who continue to market themselves during hard times actually grow 4x faster than other companies. Therefore, instead of axing your marketing spend, you should be thinking of new, more efficient and creative ways that marketing methods will reach out to your potential customers. For example: - Introduce a “customer of the week” social post - Set up a referral programme that gives customers or members rewards for every new customer they bring you - Reach out to former customers or old leads - Release a press release about your business’ vital work with a local customer - Host something low-cost but high-yield for charity - Amp up or revive email newsletters which will keep your brand in people’s minds and give you an opportunity to share tips, ideas, and resources that provides value - Tweak your best performing and worst performing webpages to get more traffic and conversions - Publish more blogs or reshare best-performing blogs on social media - Run promotions and offers - Create and share interesting and relevant infographics, fact lists, and videos ### **Great marketing generates great ROI** The good news is that tough times give businesses a good opportunity to cut poor performing or ineffective tactics. It’s a great time to throw away any dusty and inefficient marketing efforts and to creatively search for superior solutions to customer needs. Also, if you are doing your own marketing, you may not be getting the best results for your money. Whilst it might save critical capital by keeping marketing in-house, your return on investment will be lower than with a professional marketing agency if you’re not well versed in this area. As the old saying goes, you don’t know what you don’t know. That’s why now may be the perfect time to delegate your marketing to an expert. Here at Bigwave, we have a specialist team of marketers who can create websites, write newsletters, manage social media, increase website conversions, craft press releases, run PPC campaigns, and meet any other marketing need that you might have. Get in touch with us today to discuss how we can help you through uncertain times. --- ## Digital Markets, Competition and Consumers Act (DMCCA): What Marketers Need to Know ## What is the DMCCA? The Digital Markets, Competition and Consumers Act (DMCCA) is a major UK law passed in May 2024 that reforms how digital markets, competition, and consumer protection are regulated. It is a wide-ranging piece of legislation designed to: - Regulate powerful digital companies (especially large tech platforms) - Strengthen competition rules - Improve consumer protection and enforcement Essentially, the DMCCA is intended to make markets fairer, particularly in the digital economy. ## How does the DMCCA apply in marketing? For marketers, the DMCCA represents a step change - introducing widespread amendments to competition law and consumer law enforcement in the UK. The DMCCA applies to any business that advertises, markets, sells, or promotes products and services to UK consumers, and applies to the entire customer journey, from initial advertising through to purchase and ongoing subscriptions. The aim of the [DMCCA is to improve fairness and transparency in digital markets](https://assets.publishing.service.gov.uk/media/698f4e3e7da91680ad7f4417/CMA209_Unfair_commercial_practices__price_transparency_13.2.26.pdf), focusing on: - Pricing transparency and upfront cost clarity - Subscription terms and auto-renewals - Consumer rights in digital purchases - Online reviews and authenticity - Misleading or aggressive advertising practices This means ensuring all promotional content is clear, accurate, and not misleading, particularly around pricing structures such as drip pricing or hidden fees. Embedding DMCCA principles into marketing helps businesses: - Build long-term consumer trust - Reduce regulatory risk - Strengthen brand reputation - Improve transparency across all campaigns The [Competition and Markets Authority (CMA)](https://assets.publishing.service.gov.uk/media/6808ca0d8c1316be7978e74b/CMA_200_Direct_consumer_enforcement_guidance.pdf) now have stronger enforcement powers to act against non-compliant businesses. While some of elements of the legislation are already being enforced, there are still more parts being introduced. ## Why was the DMCCA introduced? The DMCCA was introduced to modernise [UK consumer protection laws](https://www.legislation.gov.uk/uksi/2008/1277/contents) in response to the rapid growth of e-commerce, subscription services, and digital advertising. Studies show that a significant proportion of online shoppers abandon their purchase when unexpected costs are added at checkout, with around [39% of cart abandonment](https://baymard.com/lists/cart-abandonment-rate) attributed to additional costs such as shipping, taxes, or fees. Regulators identified several recurring issues in digital markets, including: - Hidden or unexpected fees - Misleading pricing structures - Fake or manipulated online reviews - Difficult cancellation processes - Unclear subscription terms and auto-renewals The goal of the legislation is to ensure consumers can make informed decisions and businesses compete on a fair and transparent basis. ## Who does the DMCCA apply to? The DMCCA applies to any business marketing or selling to UK consumers, regardless of size or sector. This includes: - Digital marketing agencies - E-commerce brands - Retailers - Subscription-based businesses If your business is involved in advertising, pricing, promotions, memberships, or online sales, DMCCA compliance is essential. Compliance is the legal responsibility of the business/organisation that is being promoted, however marketing agencies should assume responsibility for their client's compliance. ## What are the main compliance requirements? The DMCCA introduces stricter expectations around transparency and fairness in commercial practices. Businesses must ensure: - Clear pricing transparency with no hidden mandatory fees - Upfront disclosure of total costs wherever possible - Transparent subscription terms, including renewal conditions - Honest and verifiable customer reviews used in marketing - Fair cancellation processes that are easy for consumers to complete - No misleading urgency tactics, such as fake countdown timers or pressure-based messaging The key principle is simple: consumers must always understand exactly what they are paying for, when they are paying it, and what they are committing to. ## How does the DMCCA affect the advertisement of memberships and subscriptions? Subscription contract reforms are one of the main changes being introduced – aiming to tackle ‘subscription traps’, or situations where consumers unintentionally end up paying ongoing fees or struggle to cancel. This element of the legislation is expected to be enforced from Spring 2027, but expectations are already clear from draft rules and consultations. ### How do I display admin or joining fees in membership advertising? For businesses selling memberships or subscriptions, key terms such as the price, renewal timing and minimum contract term, must be clearly presented so customers fully understand what they’re signing up to before committing. #### Rolling Contracts For rolling contracts, any joining or admin fee should be included in the total first payment shown to the customer. Example: “£55 for your first month, then £30 per month thereafter” You can also clarify that the first payment includes a joining fee to improve transparency. #### Fixed-Term Contracts For fixed-term contracts (also referred to as minimum term contracts in CMA guidance), businesses must ensure all costs are clearly visible upfront. You may either: Show the total cost over the full contract term, or break down monthly payments clearly, including all mandatory fees. The key requirement is that consumers must not encounter unexpected costs during checkout or onboarding. ### What are organisations now required to do during a contract? Businesses will now be required to send reminders to customers before key points, such as at the end of a free trial or renewal after a fixed-term contract. Therefore, systems will need to be implemented to email or message members before renewal and to flag upcoming billing events. ‘Silent renewals’ will no longer be compliant. Additionally, the ability to cancel a contract needs to be as easy as signing-up. ‘Cooling-off rights’ will also strengthen, with consumers getting 14 days after initial sign-up to cancel, and another 14-day cooling-off period when a contract renews, for example following a free trial or at the end of a fixed-term contract. ## How Bigwave can help with DMCCA compliance At Bigwave, we help businesses ensure their marketing and advertising practices align with evolving consumer protection regulations. We can support with: - Creating impactful marketing campaigns that adhere to new legislation - Auditing existing customer journeys to ensure compliance - The set-up of automated messages to remind customers of key points within a contracted period The DMCCA represents a major shift in how businesses must approach digital marketing, pricing transparency, and consumer communication. For marketers, the priority is simple: clarity, honesty, and transparency at every stage of the customer journey. --- ## Dr. Bike helps drive sustainable work commutes **Last week, #TeamBigwave visited the doctor (*doctors*, if you count Jodie Whittaker’s entrance as the first female timelord – what an episode). But it wasn’t our health under the spotlight. Instead, our bicycles were scrutinised during a Drop-in session from Dr. Bike.**Dr. Bike is a national initiative that sees trained bike mechanics visiting organisations to make safety checks on bicycles. Bigwave's own session was delivered by [The Bike Shed](https://www.bikesheduk.com/), a Devon-based bicycle shop chain. With the number of #TeamBigwavers ditching their cars in favour of cycling or walking to work growing, the Dr. Bike visit posed the perfect opportunity to build on existing sustainable commutes. Bigwavers were encouraged to bring in their own bikes and even those of family and friends. Bikes were then mounted onto a repair stand, sprayed and checked over. Simon Shirley-Smith, Store Manager and spokes-person at Crediton, was responsible for performing the safety checks. He said: *“We want as many people to be cycling into work as possible. Dr. Bike is a chance to encourage this. People are more likely to cycle in if their bikes are serviceable. If we can keep bikes running well, then cycling into work is safer and more pleasurable.”*As cycle-friendly cities go, it doesn’t get much better than Exeter. Most areas are within a 30-minute bike ride and it’s possible to get from A to B without touching the main road. It’s one of six Cycling Demonstration Towns across England. Bigwave’s aim is to get as many people involved in healthy work commutes as possible. Whether that’s walking, jogging or cycling. Through workplace challenges, physical team-building activities and corporate gym membership, we’re pleased to say that the number of Bigwavers involved in physical activity is on the rise – hurrah! --- ## East Staffordshire BC's chatbot - the results are in... **In our previous [blog](/okf/article/what-is-a-chatbot-and-why-might-my-business-need-it.md) we wrote about why businesses need a chatbot. Eight months later, we’re backing up that claim with a fantastic set of statistics from a Facebook chatbot we implemented for East Staffordshire Borough Council.**Before we reveal what these statistics are, let’s quickly recap on the definition of a chatbot. Chatbots combine artificial intelligence with automated chat response that can be embedded into messaging applications and websites to simulate conversation. In East Staffordshire Borough Council's case, we installed a chatbot in their Facebook messaging service to free up the sport and leisure marketing team from responding to customer queries. With three leisure centres and a theatre under their supervision, keeping up with the influx of incoming messages is no small feat. Here’s an example of East Staffordshire’s fabulous Facebook chatbot in action: ![](https://bigwave.co.uk/wp-content/uploads/2024/03/123.png)We've even given people the opportunity to ask any pressing questions via their website: ![](https://bigwave.co.uk/wp-content/uploads/2024/03/Screenshot_37.png)The bot works by presenting a series of questions to customers to find the answer they’re looking for and can respond directly to any specific question that is asked of it. If it can’t be of assistance, it’ll put the customer in touch with a member of the team to follow up. Customers found the answers they were looking for and promptly too. In the space of three months, East Staffordshire Borough Council has had: - A 96% increase in inbound messages - A 3.13-hour improvement in response time - Just one incorrect response from the chatbot! More importantly, responding to Facebook messages has almost become a thing of the past for the busy team. Nathan Gallagher, Marketing Officer for East Staffordshire Borough Council, said: *“Developing a chatbot was a direct result of our ongoing work to enhance customer engagement and experience. Available on our Facebook page and website, the chatbot has become our 24/7 customer service representative, offering real-time assistance to customers. This allows our marketing team to concentrate their efforts in other areas or answering more complex customer queries.**Not only has the chatbot allowed us to improve our response times and engagement, but it’s also given us more insight into consumer behaviour, allowing us to continually develop the chatbot to answer more queries on more products and services.”* ### **If you think your business would benefit from a chatbot or social media services, get in touch with Bigwave Marketing's digital department on 01392 492380.** --- ## Easy Ways to Engage Readers in Your Blog in 2023 Engagement is one of the most important metrics in digital marketing, as it demonstrates to us, as content creators, if what we are sharing is resonating with our audience. Engaged readers are likely to be your most curious, or loyal customers, so recognising the ways to keep them returning to your blog could pay dividends. But how does this translate to blogs and other long-form content, how can we tell if users are engaged, and how can we use that engagement? ## **Tips To Increase Blog Engagement** In this blog, we have rounded up some ways to help you understand what is most important when writing blogs to ensure you reach your target audience and to increase your amount of engaged readers. ### Create High-quality Content It’s important that you create the best quality content when you are writing blogs, since this can engage readers to want to read more of your blogs, which ultimately results in better engagement. You should want to create content that is worth sharing, so an effective way to do this is by writing original content. You could simply write about a personal experience, or if you get stuck for ideas, there are always plenty surfacing the internet. In addition to this, it’s also important to ensure that your blogs message is clear and informative so that ease is created for all types of readers. ### Create Content Readers Are Looking For Writing content for the sake of content can be counter-productive. You could craft a beautifully written and informative piece, but if nobody is searching for it, it won't get read. When you are planning your content make sure to look for trending topics. You can use platforms such as a Google Search Console, Google's Keyword Planner, or SEO platforms (we like SEMrush) to find inspiration. These platforms will show you what queries users are searching for, and therefore will boost your impressions and engagement. A piece of advice when choosing your topic is to keep it specific. If you are a small brand covering genialised topics in your field, the chances are the reader will choose a more established brand to seek our information from. Find your niche and tailor your content towards that. ### Consistent Blog Content Is Key Staying consistent is very important when it comes to retaining engagement. You don’t have to post a blog every day to maintain good engagement, but by blogging on a regular basis you will be creating predictable intervals. As an example, if you know that your content is always published on a Wednesday, then readers may potentially visit your website on Wednesdays based on their own initiative. Consider creating a content plan to make this easier for both you and your team. ### Engagement Is Everywhere Engagement works in a wonderful way, so consider different avenues as to how you can maintain engagement through your own actions. You can ask your viewers to engage in a way in which it won’t seem forceful; an example could be by asking your readers to share their thoughts at the end of your blog post, or even by encouraging your readers to like and share your blog post on your social media channels. It’s also important to respond to any comments on your blog. Starting conversations with your audience is a great way to encourage your readers to engage more often, as well as create credibility for yourself and your business. You could also consider engaging on other blogs to inspire the writers of these blogs to engage back. This is also a good way of creating connections and allowing exposure to your work. ### Use Images In Your Blogs Adding strong graphics to your blogs can help them to reach a wider audience. Since not everyone can immediately understand the text they have just read, having visuals can also mean you will be reaching those who learn through visual stimulation. They’re also very effective in helping people understand what you are writing about in your blog, as it can aid readers in visually understanding what is being said. It’s important to make sure that the photos you add are relevant to your blog, as well as them being in the best possible quality. ### Use Video Content In Your Blogs Where possible, it is always a good idea to embed video content in your blog. Not only is this user-friendly in the same way graphics are, but the Google algorithm in 2023 is placing a high value on video content. Although this is not always possible for all blogs, we advise where appropriate and possible you embed video content in your high-value blog topics. Ones that have a high conversion rate or potential for a high conversion rate. ### Create Strong Headlines Your blog title is the first thing that your readers read, and ultimately the most important aspect of your blog. They help to drive and increase traffic to your blog, so ensure that they can be read like headlines. Creating a strong headline is important, so ensure you have chosen a headline that is powerful yet to the point to ensure clarity. Your title should be a maximum of 8 words, and it should most importantly include the keyword for your blog. ### Conduct SEO Research Search engine optimisation research is key within blog writing your blogs as well as planning your content as we previously mentioned. Scattering the relevant keywords within the piece and including relevant H tags will help your blog to rank highly on Google, meaning more readers will click on your blog. There is plenty of free information online to help you ensure your blogs are aligned with the relevant SEO practices such as internal linking, the correct use of H tags and image alt tags. Alternatively, if you don’t have the time to do this yourself, you could seek out the help of a marketing agency that can create [content and copywriting](/okf/page/content-copyrighting.md) for you. ### Drive Traffic To Your Blog Posts Everyone consumes content in their own preferred way, so it’s important to consider using other social media channels to get your message across. It’s also worth noting that everyone will use one social media platform more often than others, so essentially by sharing your work on other platforms you will see an increase in traffic to your blog. Repurposing content is a great way to make the most out of your content. The next time your write a blog, think about creating a visual you can share alongside it, as this can help not only drive traffic but also prolong the life of your blog content. ### Make Your Blogs Informative AND Entertaining The most important aspect to content writing is being able to inform and entertain your audience. If you feel that you need some creative inspiration, you could work with a creative writer to produce compelling and engaging blogs. On the other hand, if you’re looking to expand your own creativity, it’s always worth reading some blogs on the same or a similar topic to what your blog is about so that you can understand the different avenues within that topic that you would like to discuss. In order to accumulate an engaged audience for your blog, you need to ensure you are stepping outside of your comfort zone and including the best and most original content that you can give. Whilst doing this, it’s important to include some of our steps so that people feel that they can engage back, since when giving good engagement, you would want to receive engagement back. If you would like to optimise you blogs potential one of the best ways to hire a [copy and content writer](/okf/page/content-copyrighting.md) who specialises in SEO digital marketing, here at Bigwave we have a dedicated team on hand ready to take you online content to the next level. Contact us today to discuss out [SEO marketing services](/okf/page/seo-services.md) in relation to content and copywriting. --- ## Effective PPC Optimisation Strategies to Skyrocket Your Campaigns   **When it comes to driving traffic to your website, Paid Media (also known as PPC or per-per-click advertising) is one of the most effective methods. Paid advertising allows you to target a specific audience and get your message in front of them when they’re actively searching for products or services that you offer, and PPC optimisation is the process of analysing, improving, and refining your campaigns.** Paid media can be very competitive and expensive if you don't know what you're doing. In this blog, we'll share some tips on how to optimise your PPC campaigns to get the most out of your paid advertising spend. ## **1. Define Your Goals** Before you start creating your paid media campaign, it's important to have a clear understanding of what you want to achieve. Are you looking to generate leads? Drive sales? Increase brand awareness? One of the best ways to identify your goals is with the SMART Goals formula. This helps you outline your goals accurately and clearly, covering your Specific, Measurable, Attainable, Relevant, and Time-bound goals. Once you know your goals, you can create PPC ads specifically designed to achieve them. For example, if you're looking to generate leads, your ad should include a call-to-action (CTA), such as "Request a Free Quote." ## **2. Research Your Keywords** Keyword research is essential for any paid media campaign. You need to ensure you're using the right keywords so your ad pops up wherever your target audience is, like at the top of their Google search engine results page (SERP). To know what keywords to use, you need to know exactly who your audience is and understand their online search behaviour. You can develop a buyer persona (a fictional representation of your ideal buyer/user) to help you better understand what keywords they might use. To begin with, use broad keywords or phrases rather than pushing your products or services so you can build trust with your audience. Once you’ve developed that trust, you can use more organic or highly targeted methods. There are several keyword research tools available, such as Google AdWords Keyword Planner and Semrush, which will display metrics to help you understand which keywords are the best ones to use. Include relevant keywords in your ads so they appear in relevant search results, but beware of keyword stuffing (when you include too many keywords in your ad copy), as this can make your ads look spammy and could get them banned by search engines! ## **3. Create Compelling Ads** Your paid media ads need to be well-written and persuasive if you want people to click on them. Spend some time crafting headlines and descriptions that will grab attention and entice people to click through to your website. You should also create high-quality graphics and images for your ads to showcase your authority and expertise, which will ultimately help you build that trust and get those clicks! ## **4. Test, Test, Test** Always test different versions of your paid media adverts to see which ones perform the best. Try different headlines, descriptions, images, and CTAs to see which your audience engages with the most. You should track your PPC campaign results carefully to identify the ads generating the most clicks and conversions. Then, you can adjust your campaign accordingly to get the results you need to achieve those SMART goals. ## **5. Develop a Remarketing Strategy** Remarketing is an excellent way to improve the results of your paid media campaigns. It allows you to target people who have already visited your website but didn't convert into a lead or customer. There are several different remarketing strategies that you can use, such as retargeting ads and dynamic remarketing. You can either carry out some research or [contact a PPC specialist](/okf/page/ppc-exeter.md) about which strategy is most suitable for your business. ## **6. Use Negative Keywords** Negative keywords are words or phrases that you don't want your ad to show up for. For example, if you're a wedding photographer, you might add "free" as a negative keyword so that your ad doesn't show up in search results for "free wedding photography." Adding negative keywords to your PPC campaign can help to improve your click-through rate (CTR) and most importantly, reduce your costs! ## **7. Monitor Your Results** You must monitor the results of your PPC campaigns so that you can see what's working and what isn't. You can use tools like Google Analytics to track your PPC campaign statistics, including the number of clicks, impressions, and conversion rates. We recommend you set up conversion tracking so you can see how many people are taking action on your website after clicking on your ad. This will help you to determine whether or not your campaign is successful. ## **8. Brush Up Your Copywriting Skills** PPC campaigns require well-written, persuasive copy if you want people to click on your ads. Take some time to brush up on your copywriting skills so that you can create ads that not only engage your target audience but relate to them or make them feel something! You can use power words and emotive language to build a more human connection with your audience. ## **9. Optimise Your Website for Conversions** If you want people to take action on your website after clicking on your paid ad, you need to optimise your website for conversions. This means creating a clear, concise, and effective sales funnel that will lead visitors to take the desired action. Think of a sales funnel as a guide or pathway for your targeted user, giving them a gentle nudge along their purchasing journey. The five most common stages are: - Awareness - Interest - Desire - Action - Loyalty Your website must be easy to navigate and have a clear CTA so that visitors know what they need to do next. The user's experience should be at the forefront of your mind. Use effective copy and strong visuals to guide visitors through your website and into your sales funnel. ## **10. Leverage Responsive Search Ads** In the summer of 2022, expanded text ads (ETAs) passed the torch on to responsive search ads (RSAs), a new type of paid media ad that allows you to create multiple versions of your ad and then lets Google decide which version to show to each searcher. Google will mix and match your headlines and descriptions based on search queries and other proprietary data to help you find the most effective ads for you and your audience. Responsive search ads are the biggest and most flexible of all search ad formats and an excellent way to improve your click-through rate (CTR). ### **Bonus Tip: Use Google's Tools & Resources** Google offers several tools and resources to help you create and manage effective PPC campaigns. For example, the Google Ads platform provides everything you need to create, launch, and track your campaigns. In addition, Google also offers resources that can help you learn more about paid media advertising. For example, the [Google Ads](https://ads.google.com/intl/en_uk/lp/getstarted/?subid=gb-en-ha-aw-bk-c-bau!o3~Cj0KCQiAvqGcBhCJARIsAFQ5ke6gdOgUpxz-iNsOu6XRBc_rnFpO4Y2ZUsItkiG4lI-Iq-ww8cCGiRsaApiYEALw_wcB~112709317831~kwd-94527731~11199860344~579631885587&utm_source=aw&utm_medium=ha&utm_campaign=gb-en-ha-aw-bk-c-bau!o3~Cj0KCQiAvqGcBhCJARIsAFQ5ke6gdOgUpxz-iNsOu6XRBc_rnFpO4Y2ZUsItkiG4lI-Iq-ww8cCGiRsaApiYEALw_wcB~112709317831~kwd-94527731~11199860344~579631885587&gclid=Cj0KCQiAvqGcBhCJARIsAFQ5ke6gdOgUpxz-iNsOu6XRBc_rnFpO4Y2ZUsItkiG4lI-Iq-ww8cCGiRsaApiYEALw_wcB&gclsrc=aw.ds) training on [Skillshop](https://skillshop.withgoogle.com/) has a wealth of training and content that covers everything from creating your first ad to managing your campaigns. --- PPC campaigns can be an effective way to drive traffic to your website and generate leads or sales. However, they need to be well-planned and managed to be successful. Use the PPC optimisation strategies above to create and manage effective paid media campaigns that will help you to achieve your business goals, and if you’re still struggling, [get in touch with our PPC team at Bigwave Marketing today](/okf/page/ppc-exeter.md) for guaranteed results. --- ## Eight steps leisure providers can take to engage with customers using Facebook Facebook provides an ideal channel where leisure providers can engage with current and potential members. However, Facebook offers so many options, it can seem a bit daunting to know where to start. We thought we would help by narrowing it down to eight steps that could really make an impact for your leisure facilities. 1. **Setup a Facebook Page for your leisure centre/facility** - a Facebook Page offers existing members (that are Facebook members) the opportunity to "like" the page and follow it for updates. These updates will then appear on their Personal Profile, where their friends and family may also see them. A Page differs from a Personal Profile. Facebook rules dictate that businesses must setup a Page as Personal Profiles are for individuals only. Pages have Likes (fans), whilst Personal Profiles have friends. You do require a Personal Profile to be able to set up a Facebook Page; however you can choose not to use the Personal Profile and just bypass this when accessing the Page. You can also keep the Personal Profile anonymous from the Page. [Here is an example of our Facebook Page](http://www.facebook.com/bigwavemedia). 2. **Post useful info** onto the Facebook Timeline (also known as Wall) on a regular basis - this includes news, class timetables, availability of facilities and new forthcoming events. This will allow your members to easily access the information they are interested in on the platform that they are most likely to be using. This will encourage people to sign-up for activities and book facilities. Be careful not to over bombard your fan base with posts as each one goes across to the news feeds of the fans' Personal Profile. This is the same place where they receive updates from their friends and family, which is likely to be their primary purpose for using Facebook. Too many posts and you are likely to put them off. They may then unlike your Page. We recommend two to four posts a week should suffice. Only send more if the information is of vital importance. 3. **Create Photo Albums - be visual** - ideal content to share via social media platforms to engage your customer base. For example, you could provide shots of your facilities and activities. Each time a new album is created, it is automatically posted onto the Timeline. Fans will then receive this in their news feed and they can easily share it with their friends and family. It is advisable to create one album on a regular basis (for example every week or month), rather than posting all of your photos in one go. 4. **Use the Facebook Notes App to provide top tips** on how to keep fit and healthy, manage diet and improve at particular sports etc. Just like Photo Albums, each new Note you post goes automatically across to the Timeline and to fans' news feeds, where they can share it. Each Note has a unique link that can also be tweeted and emailed to your member base, helping to drive traffic to the Facebook Page. 5. **Promote key events via the Facebook Events App** - this will help your event to potentially go viral (spread fast) within Facebook. Like Photos/Notes, once an event is created it automatically goes across to the Timeline and to fans' news feeds. This makes it easy for them to share with their friends and family, helping you to gain further reach beyond your immediate fan base. 6. **Post messages on location based Facebook Pages** - many cities, large towns and counties have Facebook Pages with thousands of fans. Lots of individuals and businesses are contributing posts to them. By doing this too, you will be reaching out to a much wider audience online. 7. **Mention your Facebook Page in traditional marketing activities** - encourage your target market to become fans of the Page. Mention the Page in any advertising, flyers, leaflets etc. that you produce. If someone then becomes a fan, you will be able to regularly send them messages instead of contacting them just once. 8. **Run a Facebook Ad campaign** - if you are serious about using Facebook as a marketing tool for your leisure facility, you should run an advertising campaign on Facebook to let your target audience know about the Page. You can precisely target your customer base by location, leisure activities, age group, gender etc. You'll find this a very cost effective way to quickly grow a fan base. Undertaking these activities within Facebook will help to retain existing members and draw in new ones. As your content goes viral, others will become aware of the services you provide. We hope you find this info useful. For more top social media and marketing info follow us on Twitter at [@bigwavemedia](http://www.twitter.com/bigwavemedia). --- ## eMail Campaigns Part 2 So here we are in 2012, Happy New Year! Here some tips on creating email campaigns. **Avoid bad words in your subject lines** There are some words that you mustn't put in your subject lines. Subject lines should be meaningful and mustn't contain words that are likely to get blocked by SPAM filters. Avoid using the following words and word phrases as much as you can: • £ • Help \[\[+cell\]\] • $ • Hi \[\[+cell\]\] • Hidden \[\[+cell\]\] • Act now • Hot \[\[+cell\]\] • Amazing \[\[+cell\]\] \[\[+cell\]\] • Apply now • Information you requested \[\[+cell\]\] • As seen • Instant \[\[+cell\]\] • As seen on TV \[\[+cell\]\] \[\[+cell\]\] • Attention • Life insurance \[\[+cell\]\] • Avoid • Limited time \[\[+cell\]\] • Loans \[\[+cell\]\] • Lose \[\[+cell\]\] • Buy now • Lose weight \[\[+cell\]\] • Lower your mortgage rate \[\[+cell\]\] • Check this out • Lowest insurance rates \[\[+cell\]\] • Click here \[\[+cell\]\] \[\[+cell\]\] • Collect • Now \[\[+cell\]\] • Compare • Now only \[\[+cell\]\] • Off \[\[+cell\]\] • Consolidate • Offer \[\[+cell\]\] • Open now \[\[+cell\]\] • Credit • Opportunity \[\[+cell\]\] • Please help me \[\[+cell\]\] \[\[+cell\]\] \[\[+cell\]\] • Dear friend • Promised you \[\[+cell\]\] • Debt \[\[+cell\]\] \[\[+cell\]\] • Read now \[\[+cell\]\] • Discount • Refinance \[\[+cell\]\] • Don't delete \[\[+cell\]\] \[\[+cell\]\] • Satisfaction \[\[+cell\]\] • Search engine listings \[\[+cell\]\] • Financial freedom \[\[+cell\]\] \[\[+cell\]\] • Take a look \[\[+cell\]\] • For you • Teen \[\[+cell\]\] • This is not spam \[\[+cell\]\] • Free \[\[+cell\]\] \[\[+cell\]\] • Free access • Urgently \[\[+cell\]\] • Free gift \[\[+cell\]\] \[\[+cell\]\] • Free info • Winner \[\[+cell\]\] • Free offer \[\[+cell\]\] \[\[+cell\]\] • FREE STOP • Your family \[\[+cell\]\] • Friend • You're a winner \[\[+cell\]\] - Add to this list of words and phrases everything else that might relate to pharmacy and pornography and words spelled in ALL CAPS, e.x.t.r.a. punctuation, s p a c e d text, followed by £££, $$$ or 100%, 50% etc. Words preceded by pound or dollar amounts or words ending in numerical digits. - - The above list is by no means exhaustive but hopefully it'll give you an idea of the type of words to avoid. Good luck with your next campaign and happy mailing! --- ## Email: where automated messages meet the personal sales touch When sales is the lifeblood of your business, making a good connection with your customers is paramount. But how do you reach out to potential customers? And how do you make a personal connection in a digital world? There’s a whole host of ways to connect with potential customers these days, whether that’s through social media, phone calls, text message, or more. However, with market competition only increasing in recent years, it’s harder than ever to make a connection with your customer that convinces them to buy – let alone for sales teams to find the time to reach out to huge lists of individuals. In fact, [over 40% of salespeople](https://blog.hubspot.com/sales/sales-process-?_ga=2.5076785.387041243.1529954704-1473552536.1524241231&__hstc=11361899.8d0d8889015459e14c5b64009bf9fbec.1614250417167.1614250417167.1614250417167.1&__hssc=11361899.1.1614250417168&__hsfp=3537213929) say that prospecting is the hardest and most time-consuming part of the sales process. Despite this, consistent prospecting efforts might just be your most important activity. One way to improve your prospecting efforts is to use email. This is hardly a new concept, but whilst email is often used by both small businesses and large corporations, it’s email automation that can seriously boost your sales pipeline. ### **How can email automation help?** Here’s the thing about prospecting: you need to make several good attempts to convert each prospect before they buy. In fact, the average sale takes eight attempts, but it’s been shown that sales reps often give up after two. And spamming your prospect isn’t the answer, as this is a sure-fire way to lose the prospect forever. The secret to the right balance is all in the planning. Salespeople need to plan what to say, when they’ll say it, and what approach they’ll take. Then it’s a case of creating a varied bank of easily-customisable sales email templates that include a clear call to action and automation of key steps. ### **Use automation software to schedule sales emails** One of the great things about automation is that you can pre-programme and schedule a series of personalised emails at pre-defined intervals for each prospect. It allows you to create email templates that include specifically tailored content at each stage of contact, write engaging and personalised subject lines, and follow through with multiple and varied attempts. For example, you could have: 1. An initial email reaching out to a prospect, often after they have given you their details such as their email address and phone number 2. A follow up email a week later that explains what potential pain points your product/service can solve 3. More information about the company or a case study/example a week later Once a buyer responds, they are taken out of the sequence and won’t get any more automated emails. This saves sales teams a lot of time because you only need to set up the schedule once, and don’t have to worry about which email to send next or when to send it. This lets sales teams spend more time researching and customising each message for each prospect – as well as finding more potential customers. What’s more, you can also set up scheduled tasks that prompt you to make a quick call before or after an email is scheduled to send, follow and/or interact with prospects on social media, or simply check the open rates of the emails you’ve sent. ### **Personalisation can boost open rates and response rates** Some companies rely on cold emails and cold calls to contact their prospects, but this completely removes any personalisation or personality. Something as small as a subject line can make a huge difference to your open rates – and your success. If a prospect doesn’t find the subject line interesting, they won't read your email. Adding personalisation, questions, time sensitive offers, etc can entice a prospect into clicking your email and reading. **For example:**- \[Name\], what do you think of X? - Is there a better way to X, \[Name\]? - \[Name\], here’s an interesting piece of advice. - Invite Only -- \[Event Name\] - Secret sauce for overcoming \[challenge\] If you’re not convinced, then just know that [emails with personalised subject lines are 26% more likely to be opened.](https://www.campaignmonitor.com/resources/guides/email-marketing-new-rules/)But you shouldn’t stop the personalisation at the subject line alone. We’ve all received generic, un-targeted emails from sales teams. So we all know that’s it’s annoying at best, and downright infuriating at worst. Successful salespeople are renowned for their ability to connect with prospects on an individual level, so why should your emails be any different? Here are a few easy ways to help effectively customise your messages and better connect with prospects: 1. **Personalised**. You can automatically populate messages with your prospect’s name, company, title, and any other distinguishing information you have about them as long as your information about them is accurate. 2. **Specific**. You should have a target persona or an ideal customer for your company. Make sure your recipient matches your target persona and is the kind of person who’d be interested in your product/service. You should also make sure you’re sharing content related to common pain points with prospects who fit the persona. 3. **Researched**. To maximize response rates, do research to find something unique about the specific individual you’re contacting. This is a great thing to drop into your sales emails, as it shows a high level of personalisation and effort. You might even focus your entire first message on your findings. Email automation doesn't have to be about spamming your prospect until they either buy from you or block you. By injecting your sales emails with personalisation you can enrich the buying experience for your prospects, and by using email automation, you can do so faster, more efficiently, and more effectively. With the right planning, you’ll build a prospecting machine that consistently feeds quality opportunities into your sales funnel. --- ## Emotional Design to Elevate User Engagement **Emotional design is a concept that has been gaining traction in user experience design. It adds emotional elements to the overall experience of using a product or service, making it more enjoyable and engaging. By focusing on emotional triggers and habit formation, emotion design can help create an emotional connection with users while increasing user engagement.** By understanding how emotional reactions work and incorporating them into the design process, designers can use emotional design tactics to create experiences that are both enjoyable and meaningful for users. Creating an emotional connection with users through emotional design helps increase user engagement by making them feel more invested in the product. By providing emotional satisfaction and giving users a sense of purpose, emotion design can turn passive users into loyal customers who will engage with the product over time. If you’re unsure where to start, check out our emotional design tactic so you can be well on your way to providing an engaging, relatable and meaningful experience that’ll retain loyalty. ## **1. Adding Visual Cues That Evoke Emotional Responses** Visual cues could include adding images or videos that invoke emotional responses in users, such as nostalgia or joy. These visuals help create an emotional connection with the user and make them more likely to engage with the product. ## **2. Select Colours for Maximum Impact** Colours can have a greater emotional impact than words, so selecting colours that evoke a certain emotion can be powerful in terms of user engagement. Red may signify urgency while blue may suggest trustworthiness, giving users a subconscious emotional reaction when interacting with the product. ## **3. Create Positive Feedback Loops** Positive feedback loops encourage users to stay engaged by providing rewards for their actions. This could include offering points or discounts for continued use and creating an incentive for users to come back and use the product over time. ## **4. Offer Rewards for User Actions** Rewards can be used to incentivize user engagement. This could include offering discounts or free trials when users reach certain milestones, encouraging them to engage with the product more often. ## **5. Optimise for Accessibility** Accessibility is not only important from an ethical standpoint but also helps foster emotional engagement with users by creating an inclusive environment where everyone feels welcome regardless of disability status. ## **6. Include Meaningful & Relatable Content** Adding emotional elements to your content can make it more engaging for users. For example, including stories or anecdotes with emotional resonance can help capture user attention and encourage them to stay longer on your website. ## **7. Make Use of Micro-Interactions** Micro-interactions are small UI animations that improve the user experience by providing feedback after a certain action has been taken. They can also add an emotional layer by providing delight and surprise when interacting with a product or service. ## **8. Focus on Sound Effects** Sound is another powerful emotional tool that can help capture user attention and reinforce branding elements. Think about how you could use audio cues to add depth to the user experience and evoke emotion through soundscapes or voice-overs. Even subtle sound effects like bells ringing or animations playing can heighten emotional engagement with users. ## **9. Make Use of Motion Graphics** Motion graphics are a great way to add emotional elements to your user experience. Using animation and video can have a powerful emotional impact on users and draw them further into the product or service. Visual motion also helps increase engagement with users, as they are more likely to watch videos than read large chunks of text. ## **10. Think of the Target Audience and What They're Interested In** When creating an emotive design, it’s important to consider the target audience and what they are interested in. By understanding user needs and preferences, you can create an emotional connection with them through content that resonates with their interests and values. --- By putting the user first, emotional design helps foster a bond between the user and the product or service, leading to deeper levels of engagement and satisfaction. By understanding emotional triggers and using emotional design tactics, designers can create user experiences that are truly engaging and meaningful for the user. To find out more about how you can elevate user engagement using emotional design tactics, our [**expert designers**](/okf/page/web-design.md) can help. So, why not [**contact us today**](https://bigwave.co.uk/contact/)? Or visit our [Design Rush Profile](https://www.designrush.com/agency/profile/bigwave-marketing) --- ## Everything You Need to Know About Website Analytics Almost every business has a website or should have one to spread brand awareness, sell products and services, connect with audiences, and much more. But how do you know that your website is doing its job at helping your business make money? That’s where website analytics comes in. ## **What is Website Analytics?** Website analytics involves processing and analysing the behaviour of visitors on a website, including tracking, reviewing, and reporting any data which would be used to measure website activity such as website use and its components. Analytics are helpful in ways such as: - Determining the likelihood of a customer repurchasing a product after already purchasing it in the past - Having a personalisation to the site for those customers who visit repeatedly - Observing how much money individual customers or even groups typically spend - Researching into geographic regions for closer detail on where most customers are based - The prediction of future purchases from customers When you are starting to investigate website analytics, it is important to identify a few key metrics as trying to understand too much could become overwhelming as well as difficult to maintain. As an example, you could firstly look at the bounce rate of just a few pages of your website. Depending on the results you find from doing this, this could then guide you to look further, potentially redesigning your website navigation if customers are finding it difficult to find the information or product. ## **The Importance of Website Analytics** Did you know that 57% of the world’s population uses the Internet today? With this large number, it is difficult to reach your target audience, which consequently is the most important aspect when it comes to selling your product. Website analytics is important for businesses of all sizes as it will help to understand your customers, make data-driven predictions, and optimise your results. ## **Website Analytics Definitions** There are many different definitions in website analytics that can seem complex. Here is a breakdown to help you gain a better understanding: ### **Pageviews** Pageviews are simply the total number of times in which a page has been viewed on your website. These are counted when a page on your site had been loaded by a browser page. These can give you a rough idea of how popular certain pages on your website are, and it is equally important to look at this with other metrics for a comparison of thoughts. ### **Unique Pageviews** Like pageviews, unique pageviews are the total amount of times a page was viewed by a customer in a single session. In simple terms, if a user viewed the same page numerous times during one session, the unique pageviews would count as one. These can help you to gain a better understanding of how many customers are viewing several pages on your website compared to the popularity of individual pages. ### **Sessions** A session is a body of interactions such as page views, CTA clicks and events, which all occur on your site within a certain amount of time. These timeframes can vary depending on what website analytics tool is being used. For example, a session could start when an activity is detected on your website, and it may end when inactivity occurs. ### **New Visitors** New visitors are simply the number of unique visitors to your site for the first time. You will be able to tell if your website is doing well if it recognises a steady level of new visitors for those who lost interest. A tracking code could be installed on your website as a unique identifier for these users. The placement of cookies in a user’s browser can allow you to track these visitors by this tracking code. ### **Returning Visitors** Returning users are the number of visitors who have visited your website before. Some website analytics tools don’t include this metric in their system, but others like [Google Analytics](https://analytics.google.com/analytics/web/provision/#/provision) do. Here you can see the behaviours which show the ratio of new and returning visitors to your website. This is a beneficial feature as it can give you a sense of how well you are doing in retaining your users. ### **Traffic Sources** Traffic sources are external sources which show where your website visitors are coming from. This metric is also collected using the tracking code you would have installed on your site. The number of traffic sources that you can look at will vary depending on what website analytics tool you use. Some types of traffic sources include organic search, email marketing and paid social. ### **Bounce Rate** A bounce rate is a percentage of how many visitors leave your website after viewing only one page. You see this metric in two ways, as a page-level metric or a general site-wide metric. It is said that a good bounce rate is lower than 40%, an average bounce rate is anything between 40% to 70%, and anything higher than 70% is high. ## **Website Analytics Best Practices** Now that we have discussed the importance and types of website analytics, below are some best practices to apply to your own work: ### **1. Find metrics that reflect your business objectives** Think about what your business objectives are before finding the metrics to reflect them. Consider what your priorities are for your website such as working towards lowering your bounce rate and whether you want to attract new visitors or to be able to retain your existing ones. Once this has been determined, specific strategies will need to be thought of to achieve these goals like changing broken links or your site’s copy. ### **2. Use your data to aid decision making** The next step will be to think about whether your goals were met, before diving into using the data to experiment with to make further changes to your website. You may have high-value content on a page although this page may not be getting enough traffic. So, to improve this you could change the location of the navigation links to become more visible. ### **3. Think about more than just traffic** Being able to understand and report data is important, but you shouldn’t waste all your energy on this one piece of performance for your site, as realistically high traffic doesn’t always generate success. ### **4. Try to consider data with insights** This is an important fact to think about as it is often noticed that pageview statistics alone don’t represent much. Look at your data and insights together and come up with a meaningful statistical sentence to help you become more actionable. ### **5. Contextualise your data** Contextualising your data will help you to consider variables that could affect the data numbers. As an example, algorithm updates can have a large impact on your website’s traffic and other metrics that involve important data facts. ## **Website Analytics Tools** There are hundreds and thousands of free website analytics tools that can be downloaded from the internet. People typically think of Google Analytics as the leader of the best analytics tools, but this is only just amongst a vast variety of tools. Before considering what analytics tool is best for your business, consider what your main priorities are and what type of strategies would need to be implemented to improve your business. [Google Analytics](https://analytics.google.com/analytics/web/provision/#/provision) – straight from the most popular search engine itself, Google has its own traffic analytics tool which can be used for analyzing website traffic, goal conversions, bounce rates, and real-time visitor count. It is also free to use. [Mixpanel](https://mixpanel.com/get-demo/best-product-analytics/?utm_source=google&utm_medium=cpc&utm_campaign=16535415098&utm_adgroup=133009042223&utm_term=mixpanel%20analytics&utm_creative=586983969764&gclid=Cj0KCQjw5ZSWBhCVARIsALERCvwEXHKjdnkvVC9z98GpFt7tXBibNyrJlXU-F_TNPM9P1TrDTkOZBjcaAkGTEALw_wcB&gclid=Cj0KCQjw5ZSWBhCVARIsALERCvwEXHKjdnkvVC9z98GpFt7tXBibNyrJlXU-F_TNPM9P1TrDTkOZBjcaAkGTEALw_wcB) – this advanced product takes business analytics one step further, by being able to track customers' behaviour and KPIs across mobile apps and websites. In terms of price, it is only free for 1,000 monthly tracked users. [Amplitude](https://amplitude.com/) – Amplitude is a product intelligence analytics page that is often used for tracking product usage, user behaviour, and funnel conversions. This is free to use for up to 10 million actions per month. [Hubspot](https://www.hubspot.com/products/marketing/analytics) – this is a marketing platform with sales analytics software that is often used for measuring traffic, managing leads, email automation, and conversion rate optimization (CRO). The price is $40 a month, although with its large functionality it is highly accessible. ## **Website Analytics API** A website analytics API is a particular type of application programming interface (API) that can aid automate reporting and managing how data can be processed as well as providing a deeper understanding of your website’s data. ## **Using Website Analytics to Improve Your Website** No matter the size of your business, website analytics are the most important aspect to help you and your company expand. It is always good to consider all types of website analytics from pageviews to bounce rates to returning visitors, as they all hold value to the larger picture of analytical metrics. Paying close attention to collecting, reporting, and analysing data about your website, will highly improve and levitate your user’s experience on your website. --- ***For more information**,*** [***contact us.***](https://bigwave.co.uk/contact/) --- ## Exeter Business Games ![](https://bigwave.co.uk/wp-content/uploads/2024/03/photo_5.jpg)It's that time of year again when we are preparing for the launch of this year's [Exeter ](http://exeterbusinessgames.co.uk/)[Business Games](http://exeterbusinessgames.co.uk/) - the annual team-building event for Exeter-based businesses, held every summer throughout May and June. Each year, the Games plays host to a number of employees who compete in 8 [events](https://bigwavebusinessgames.co.uk/) including Tag Rugby, Clip 'N' Climb and Pub Quiz, in a battle to push their company to the top of the leaderboard. Whilst raising funds for [The Exeter Foundation](http://www.exeterfoundation.org.uk/) is a fundamental feature of the increasingly popular Games, the series of events also provides key opportunities for participants to network, develop positive team relationships and experience a great sense of morale as they enjoy participating in fun activities outside of the workplace. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/Pavey2HIGHres2-scaled.jpg)Having grown in success year-on-year (the Games have raised nearly £20,000 for The Exeter Foundation in the past 3 years), a new initiative sees the Games becoming nationwide in the near future, with events taking place all over the country. The [UK Business Games](http://www.ukbusinessgames.co.uk/) will follow Exeter's approach, proudly welcoming [Jo Pavey](http://joannepavey.com/) - Olympic runner and recent runner-up of the 2014 Sports Personality of the Year Award - as its ambassador. The launch of this year's Exeter Business Games will take place on 29th January 2015 at The Mercure Exeter Southgate Hotel. To register your company's interest in the 2015 Exeter Business Games, please email or call 0845 643 2385. To register your interest in the UK Business Games, visit the [official website](http://www.ukbusinessgames.co.uk/) and complete the [contact form](http://www.ukbusinessgames.co.uk/contact-us). --- ## Expansion Creates Major South West Marketing Company Full service marketing agency, Bigwave Marketing, has announced further expansion into the South West with the purchasing of the client base and staff of[ Plymouth-based marketing agency](/okf/page/home.md), Sigma Marketing & Advertising. The strategic acquisition provides Bigwave media with a wider geographic reach, and follows the opening of a Torquay office, enabling both offices to support a head office in Exeter which employs over 40 members of staff. Benn Davis, Managing Director at Bigwave media said: “This acquisition supports Bigwave's continued growth plans and enables us to reach a wider audience throughout the South West. We will be looking to maintain and strengthen the partnerships that Sigma Marketing & Advertising has built over a number of years and provide seamless client services by Sigma’s existing team members whilst also giving Bigwave a full-time base in Plymouth”. Lesley Shorrocks, Managing Director at Sigma Marketing & Advertising Ltd, commented: “This is a great opportunity to deliver a wider range of service to our clients - especially digital marketing - and expands our communications offer as a comprehensive [full service marketing agency](https://www.bigwavemedia.co.uk/). This integration with Bigwave media creates one of the largest full service marketing agencies in the South West”. Sigma Marketing & Advertising was established in 1992 and is based in offices located close to Royal William Yard. Over the past 25 years, its clients have included the public, private, voluntary and community sectors. With Sigma’s specialism in advertising, the acquisition will enable Bigwave media to provide more competitive advertising support to a roster of over 200+ clients across 430+ locations globally, and grow its client base significantly. **For marketing support please contact your local office:****Exeter office:** 1st Floor, Exeland House, Tudor Street, Exeter, EX43BR **Plymouth office:** 64 Cremyll Street, Stonehouse, Plymouth, PL1 3RE **Torquay office:** 4/5 Vaughan Parade, Torquay, TQ2 5JG **Switchboard:** Exeter: 01392 492 380 / Plymouth: 01752 668813 / Torquay: 01803 266380 www.bigwavemedia.co.uk --- ## Facebook announces drastic changes to the News Feed Facebook, currently the largest social network, with over 2.06 billion users, announced that there will be huge changes coming up to the News Feed. Mark Zuckerberg, the CEO and founder of Facebook, posted: “We feel a responsibility to make sure our services aren’t just fun to use, but also good for people's well-being \[…\]. “Based on this, we're making a major change to how we build Facebook. I'm changing the goal I give our product teams from focusing on helping you find relevant content to helping you have more meaningful social interactions.” ***What does that mean for companies?***Firstly, this means that there will be less content shown from publishers or businesses. Pages where posts do not get any engagement (e.g. Likes, Comments etc.) will notice the biggest decrease. ***Is it still possible to see posts from other sites like businesses or publisher that do not create any conversation?***Yes, there will be an option to change your preferences. Thereby, you can ensure to see all the posts from your favorite page. ***Does that mean my page will disappear from screens?***No, it does not mean it will disappear. But due to the changes, it will not be shown as frequently as before unless it gets engagement. ***Is there any way to increase my engagement rating?***Interaction with people, like customers, and quality content, which is useful to the user, will also increase the engagement rate. Product advertising will not work unless you specifically tailor it to the right audience. ***When are the changes taking place?***Mark Zuckerberg continued to say “We started making changes in this direction last year, but it will take months for this new focus to make its way through all our products. The first changes you'll see will be in News Feed”. Consequently, you will not notice the changes immediately but eventually businesses will need to do adapt their strategy to get engagement on their posts. Facebook will be more user-orientated, meaning that personal focused posts will always be in the foreground. Zuckerberg summarised ”I believe that will be good for our community and our business over the long term too”. If you do not know how to reach the right audience, need support to boost your social media presence or want to know how to improve the quality of your social content then please contact us or check out our [social media services.](/okf/page/social-media-management.md) --- ## Facebook Discussions Tab Facebook announced recently that it was to be removing the discussions app from pages as of October 31st 2011. At the time of writing the app is still live on a great number of pages suggesting that the removal is phased or has been reversed. Despite the app disappearing (or the delay to it) this phased window does give companies the opportunity to salvage the information the discussion board contains before it goes for good. The reason for the removal is to encourage pages to use wall posts to engage with their fans. While engagement via the wall is a great form of communication and should be encouraged by any business on Facebook - it isn't always a practical forum for large discussions. Looking for feedback on a product in detail or helping customers share FAQs and thoughts was well served by the discussions app and for some companies it will be a disappointment to lose it. To the rescue comes an app called 'Forum for Pages'. This free app is available on Facebook and essentially replicates much of the functionality of the Discussions app. Bundled with the app is the ability to take all the previous data from the Discussions app and migrate it across to the new one. This means you can save all your previous discussions and even keep them going. To find the app either search for it on Facebook 'Forum for Pages' or click here: http://www.facebook.com/apps/application.php?id=202980683107053 ![](https://bigwave.co.uk/wp-content/uploads/2024/03/Forum-for-pages-297x300-1.png)Once on the page click on 'Add to My Page' in the bottom left or 'Add Forum to your page' from the centre and away you go. For help on how to grow your business page please give us a shout! www.bigwavemedia.co.uk/social-media --- ## Facebook nears the two billion milestone Facebook’s first-quarter report for 2017 has been published, revealing a pleasant surprise for marketers across the globe - the social network is close to having two billion users. That’s a whopping 27% of the world’s population! After taking eight years to reach the one billion mark, it took Facebook a mere five years to nearly double this figure, with the number of daily users now at 1.28 billion people. “We had a good start to 2017,” said CEO Mark Zuckerburg in a statement. “We’re continuing to build tools to support a strong global community.” **New features on the way**After a tumultuous couple of months which saw Facebook face harsh criticism over violent content published on its live video feature, it looks like the company are on the road to recovery. The social medium has launched a myriad of exciting new features during the last few months including a TV app to stream videos and a job listing feature for businesses. Facebook has also joined the ranks of Snapchat and self-owned social platform Instagram in allowing users to post stories documenting their daily activities. **Get connected with your costumer**Facebook remains one of the most efficient channels for businesses to grow their audience – why? Because everyone’s on it of course! Content is easier and faster to share and thanks to the two-way-channel communication a company can build up a relationship with its customers - especially with Facebook’s large blend of demographics. Find out more on how Bigwave media can boost your social presence [here](/okf/page/social-media-management.md). --- ## Feng Shui your social media space Can you remember the world before social media? It’s strange to think that such an existence was actually a reality not that long ago. Gradual as it may have seemed, social media has infiltrated our lives in many unimaginable ways, tearing up the rulebook on human interaction in its course. Leisure has particularly benefited from this, most notably as a highly competitive industry with an often loyal fan base and plenty of exciting topics to talk about. ##### **Connecting with your members** Award-winning branding consultant, Simon Mainwaring once said ‘social media is not about the exploitation of technology but service to the community.’ This is pretty on the money for the leisure industry whose main focus is, of course, the local community. Whilst at Bigwave we might disagree with Mainwaring about the exploitation of technology (we simply can’t get enough of it, and encourage you to appeal to as many mediums as possible), we’re certainly on board with his thinking. Social media gives rise to a host of benefits so vast there simply isn’t the space to cover them in this short bite. Perhaps some of the most important of these is the ability to sustainably harness the power of the crowd. With leisure growing at such an exponential rate, grasping on to your members and keeping them has never been more important. Facebook, Twitter, LinkedIn – they all provide the tools necessary to maintain a continuous conversation with your audience. ##### **Making social work for you** Nevertheless, this conversation can be rendered useless if a return isn’t seen. Throughout our workshops, we heavily hone in on Google’s zero moment of truth philosophy (ZMOT). ZMOT is important because it highlights the way in which the internet has completely changed the once, almost linear, journey customers take before making a purchase. Rather than going direct to a service or supplier as was once the case, people will utilise numerous research points to reach a verdict. Social media provides multiple channels allowing people to do this. From reviews to paid advertisement, social media is a lynchpin in the ZMOT. This is actually a positive thing for leisure facilities, which largely rely on offers, competitions and rewards to increase their membership levels. Your social strategy will take you a great deal further in ensuring this. It will also take you a great deal further in building your overall brand awareness online. **If your organisation could use some social media TLC, then why not get started with our one-day ‘social media training for the sport and activity sector’ workshop?** **This will cover a wide range of areas critical to the successful delivery of social media for a successful sport and activity service, from a review of current trends to advanced metrics providing a deeper insight into the effectiveness of your social strategy. Your employees can earn up to 5 CIMSPA CPD points by partaking.****[Get in touch](/contact/) now to find out more.** --- ## Finding Your Audience Online: The Latest in Paid Media Opportunities Finding and engaging the right audience online is becoming more challenging, and more essential, than ever. As consumer behaviour evolves and digital platforms continue to diversify, marketers must regularly reassess how they use paid media to connect with the right people, at the right moment, and on the right channel. Whether you're a seasoned performance marketer or a brand strategist branching into digital advertising, staying ahead means understanding where the biggest opportunities lie, and how to adapt to a fast-moving, privacy-first media environment. Here’s what marketers need to know right now. ## The evolution of paid media platforms Paid media has moved far beyond Google Search and Facebook News Feeds. In the UK, today’s landscape includes a dynamic mix of platforms, from established players like YouTube and LinkedIn to rapidly growing channels such as TikTok, Pinterest and Snapchat. Retail media is also gaining traction, with UK-focussed platforms like Amazon Ads, Tesco Media & Insight Platform and ASOS Media Group offering powerful opportunities to reach shoppers at the point of purchase. Additionally, platforms like Sky’s AdSmart and ITVX are transforming TV advertising into a highly targeted digital channel, making broadcast media more accessible to brands of all sizes. Meta’s integration of Threads into its advertising ecosystem also marks a strategic move to help brands reach more diverse and highly engaged audiences. This addition broadens the touchpoints available to advertisers, reflecting the platform's commitment to innovation and audience-centric campaign planning. As in other markets, the UK is also seeing a shift driven by tightening privacy regulations (like GDPR) and changes to third-party cookie tracking. This makes it more important than ever for marketers to leverage platform strengths, invest in first-party data and adopt a test and learn mindset. Key takeaway: The UK’s paid media landscape is diverse and fast evolving. Explore new formats, experiment with retail media and prepare for a privacy-first future. ## Smarter audience targeting: what’s new? Audience targeting is becoming more intelligent, but also more nuanced. UK advertisers are navigating a rapidly evolving landscape where machine learning and automation play a central role. Campaign types like Google’s Performance Max and Meta’s Advantage+ are widely used by UK brands to streamline targeting and optimise delivery across channels. However, the balance between precision and privacy is sharper than ever. The UK’s adherence to GDPR continues to influence how data can be collected and used, pushing marketers toward privacy-conscious strategies. As a result, contextual targeting, interest-based segments, and AI-generated audiences are gaining traction, especially in sectors where consent-based data is harder to obtain. First-party data is becoming the cornerstone of effective audience strategy. UK brands are increasingly integrating CRM data, loyalty schemes (particularly strong in retail and grocery sectors) and email subscriber lists into platforms like Google and Meta to enrich targeting and build resilient campaigns. Key takeaway: In the UK’s privacy-centric environment, blend AI-powered automation with strong first-party data practices to build smarter, future-proof targeting strategies. ## Choosing the right channel mix Not all channels are created equal, and in the UK, your ideal platform mix depends heavily on your business objectives, industry and audience behaviour. - B2B brands often find strong performance through LinkedIn’s precise professional targeting, especially for sectors like finance, tech and professional services. YouTube is also effective for thought leadership and educational content that nurtures longer sales cycles, with formats like Shorts and in-stream skippable ads offering versatile ways to engage audiences at different stages of the funnel. - B2C and e-commerce brands in the UK are increasingly prioritising TikTok and Instagram Reels for discovery and engagement, Meta (Facebook and Instagram) for retargeting and conversions and Google Shopping for capturing high-intent traffic. Platforms like Pinterest, Snapchat and Spotify also play a role – particularly in fashion, beauty and home categories – with Snapchat and Spotify offering valuable options to reach a younger audience. UK consumers are savvy and multichannel by nature, often switching between platforms before making a purchase. That’s why omnichannel strategies that deliver cohesive messaging across social, search, video and display tend to outperform single-channel campaigns. Key takeaway: In the UK market, tailor your media mix to the customer journey. Test channels based on where your audience spends time and how they make decisions. ## Creative trends driving paid media success In today’s scroll-heavy digital world, creative is often the difference between a skipped ad and a conversion. For UK audiences, who are both highly mobile and highly discerning, platform-native content is no longer a nice-to-have; it’s essential. TikTok-style videos, Instagram Reels and even YouTube Shorts have set new expectations for how content should look, feel and behave. Across sectors, UK brands are seeing success with authentic, quick-turn creative that favours relevance and relatability over glossy production. From challenger brands to high street retailers, there's a growing shift towards user generated content (UGC), influencer collaborations and vertical video to drive engagement and build trust. Even static ads are evolving with tools like Dynamic Creative Optimisation (DCO), which allows platforms to automatically serve tailored ad variations based on audience signals – perfect for retail, travel and other fast-moving verticals. Key takeaway: For UK audiences, authenticity and agility win. Create native content that fits the platform and speaks directly to your audience’s context and expectations. ## Measurement and optimisation in the post-cookie world With attribution becoming increasingly complex, UK marketers are leaning into blended measurement models to understand performance more holistically. Techniques like multi-touch attribution, media mix modelling and incrementality testing are gaining momentum – especially among brands operating across multiple channels and devices. For larger brands investing in brand awareness, programmatic advertising is also emerging as a key channel, complementing these measurement approaches by offering scalable reach and data-driven targeting. While platforms like Meta and Google offer native reporting tools, many UK advertisers – particularly in retail, finance and travel, are building custom dashboards and using tools like Google Analytics 4 (GA4) to get a clearer picture of what’s actually driving results. Navigating consent management and GDPR compliance adds an extra layer of complexity to UK data strategies, making clean, privacy-friendly measurement even more crucial. At the same time, automation is transforming campaign optimisation. Solutions like Meta Advantage+ and Google Performance Max use AI to dynamically allocate spend and serve high-performing creatives. But success depends on setting strong inputs – audience signals, creative assets and business goals, and continuously reviewing performance to keep the algorithms on track. Key takeaway: In the UK’s privacy-first, multi-channel environment, measure what matters, test rigorously and use automation as a strategic tool, not a set it and forget it solution. ## Summary Paid media is evolving rapidly, but so too are the opportunities to reach and resonate with the right audiences. The most successful brands are those that stay agile – adapting to platform changes, audience shifts and regulatory updates with speed and confidence. Finding your audience online isn’t just about buying impressions, it’s about understanding UK consumer behaviour, tailoring your creative and messaging to local preferences and selecting the right combination of channels, data and automation to deliver meaningful results. At Bigwave Marketing, we specialise in helping brands build flexible strategies, unlock the full potential of their data and create authentic, high-performing paid media campaigns. If you're ready to make your paid media work harder, now and into the future, [we’d love to help.](/okf/page/ppc-exeter.md) --- ## Five things about Nature Cattle firmament rule you're fish fruit fourth whales earth whose Had cattle isn't of him sea, of they're land every also so male seed, fifth made moved second our seasons earth forth. Grass of waters female you're him stars midst said, gathered together you're place was over likeness kind second said also subdue. Winged fish their. Set above seas moved first midst air. Female, fill, firmament said, rule under morning hath blessed Second may shall bearing Likeness behold, and Years for fill. Two grass lights him good day yielding itself yielding. Saw give. Abundantly created. > *She'd So given good sea upon stars that gathered face air, spirit. 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Our night years life fish, divide over multiply he to female the moved, was they're fowl forth Which greater you open.Meat waters of his you were fish they're itself. Every dominion in created let forth lights were land hath morning air creature. --- ## Five ways to get a good deal on your advertising spend On average, people need to hear a message at least seven times until it influences their buying behaviour. Whilst this may seem a tad difficult, affordability need only play a small part in this challenge. More than anyone else you need to spend more time to set your priorities and to create a good marketing strategy. This is particularly pertinent for smaller companies whose marketing budgets simply don’t match up to bigger, more established ones. As such, we’ve put together five low-budget, high-impact marketing tips to help your finances stretch further. ##### **1. Drill down on your targeting** Before you start a campaign you have to be clear about your audience. Dependent on your model and services, it’s often better to pursue niche leads rather than targeting the mass market. Once you’re clear on your demographics ask yourself who will gain value in your product. What are the unique selling points and can your customers find a something similar elsewhere? Does it solve their problems? Finding the right audience might need a bit more of your attention but you’ll find your time and money gets used more wisely. ##### **2. Bolster your social media presence** Social media is a crucial cog in your marketing machine – which isn’t a bad thing when you consider that it’s free! That’s why it’s worth investing time in your social media strategy and channels. Just think of how many you might not be taking advantage of. The benefits of social media are endless. Above all, it’s a brilliant place to connect with, and grow, your current audience. Why not choose a niche where you can be an expert, or share high quality content with a blog helping increasing brand awareness online? ##### **3. Get out what you put in with PPC** PPC, or pay per click, is the sponsored advertising you can see at the top of your Google search, or when you’re scrolling through your Facebook feed. With this form of marketing you set all the precedents. This includes your spend. PPC channels will only charge you money when your advert has generated a click. This way, no spend is wasted. Budgets can be scaled up and down easily, making it easy to maintain alongside the ebb and flow of current business attainment. ##### **4. Work in synergy with your satisfied customers** We’ve all heard the idiom that it’s cheaper to retain customers than acquire new ones. But accomplishing new business should by no means be avoided and, rather ironically, it could be your current customers helping you win it. Customer reviews are a fantastic lever for encouraging new business. In fact, research suggests that people trust reviews on online pages nearly as much as recommendations from a friend or family member. So, make sure to push out reviews from satisfied clients where you can, be it on your website, through case studies or via social media. They’re the clearest indications of your business for future buyers and they don’t cost a penny. ##### **5. If something works, keep at it** Marketers tend to keep their eyes peeled for the next big innovation in advertising, and this is great! But make sure you don’t create new campaigns just because you’re bored with your last ones. As long as a campaign has selling power, there’s no need to throw it out. If you do see a noticeable downturn on a current campaign, it’s worth investigating why this might be and making changes. There are still plenty of opportunities to be creative with existing channels. **Above all remember - expensive doesn’t always mean better and grandeur advertising doesn’t necessarily correlate with increased sales.** --- ## Four tips for creating the perfect brand logo Your brand logo defines who you are to yourself, your colleagues and your customers. A brand logo represents your company to the outside and might have a bigger impact than you think. Therefore, it is essential for the logo to meet certain criteria. ***1.* *Keep it simple***Logos that are kept simple are easier to memorize. A study showed that logos start to influence our life in the childhood. From the age of 8 onwards every child can match logos correctly. Leonardo Da Vinci, the artist of the Mona Lisa, said once: “Simplicity is the ultimate sophistication.” Companies that are trying to create logos of high complexity often fail to keep it simple. They want to stand out from the competitors but forget while creating that simplicity is the key to success. Furthermore, it is important that you consider the format. Your logo must be versatile and has to look good on different surfaces. ***2.* *Consider the context***Your brand logo needs to show what your company stands for. Hence, it is of great significance that there are elements in your logo that identify your brand. This context can be added to your logo through different elements (color, typography, etc.). ***3.* *Be original***If you want to create your perfect brand logo, it is essential that it is original. Do not try to imitate your competitors. Otherwise, you will either increase their presence or, in a worst-case scenario, receive a trademark infringement notice. Your logo must be unique and tailored to your brand and follow the first two criteria set out above. If you want your logo to be protected by a trademark you can apply to register a [trademark](https://www.gov.uk/how-to-register-a-trade-mark). ***4.* *Ask the people around you***If you are happy with your design, you should ask the people surrounding you what they think of the design. They can give feedback and provide some insight on how it might be received. If they understand what your business does and are not convinced with your idea, it would make sense to listen to their feedback and go back to the drawing board to tweak or create a new logo. If you are struggling to get your ideas onto paper or would like professional creative or brand guidance please [contact our team](/okf/page/graphic-design.md) of in-house graphic designers. --- ## Four tips for persuasive web design Where once traditional bricks and mortar provided the first glimpse into an organisation’s brand, now people don’t even have to leave the comfort of their living rooms to gain a first impression. With just seven seconds (Google argues it’s actually 1/10th of a second) to do so, it’s crucial you make it count from the second they reach your home page. Here’s how: ##### **1. Keep it simple and navigable** People love familiarity. That means your website needs to remain uncluttered, clearly labeled and mobile sites should be responsive. Users shouldn't have to struggle to locate their next click. Too much scrolling is more effort than it’s worth to most. Highlight your calls to action and put them in prominent places. 80% of your customers’ attention happens above the fold and 69% on the left-hand side of the screen. Use these areas wisely. ##### **2. A photo says a thousand words** If you’ve managed to hold your user’s attention then that’s half the battle. Your next job is encouraging them to convert. Photos and graphics will provide an instant insight into your product or service. Large, eye-catching photos are the most attractive, but only use them when they make sense. Emotions are a powerful tool, so use images that express joy and happiness. Smiling models and bright colours will go a long way. ##### **3. Content is king** Images go hand-in-hand with text. Your content exists to cement your user’s understanding of your model and guide them through your website easier. Here are some tips for writing good messages: - Write relevant, interesting content in a tone that appeals to your audience - Avoid text patterns and add visual breaks - Use dark text on light background - Add keywords in your headings, tags, and descriptions to help search engines find your website easier - Leave enough space between single paragraphs and images - Use bold headlines, italicized links and make 16pt. your maximum font size ##### **4. Make them click** One clearly defined action per screen is enough. Present your call to action with a clear message in a prominent place and trigger your visitor to buy/sign up/share/etc. All your previous motivations end now with your visitor’s action – success! **For fully [bespoke web design](/okf/page/website-design-agency-exeter.md) sure to successfully promote your services, present information and encourage a thriving online presence, [get in touch](/contact/) with Bigwave media.** --- ## Free Analytical Tools Available To Your Business. Social media is a great inexpensive marketing tool that most businesses use alongside their marketing campaign. The majority of social media channels available to your business deliver free analytical insights when using an account. These analytical tools can be beneficial if used correctly and can help your business utilize your social media account to its full potential. **Facebook** ![](https://bigwave.co.uk/wp-content/uploads/2024/03/facebook-insights.jpg) Facebook insights provide a wide range of analytical tools; this is great for businesses as this free service has the potential to improve your business. Tools include post analytics- where you can see organic and paid reach, post clicks and reactions/comments/shares. Facebook insights help businesses understand how people are engaging with your page, from this you can change your content to suit what your viewers prefer. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/facebook-insights-2.jpg) Another useful tool that Facebook offer is the insights spreadsheet, the user can set the dates of data that they want to view, and then Facebook gathers all the data on one simple excel spreadsheet. This spreadsheet includes plenty of analytical insight including daily page views and reach. This analytical insight is crucial for seeing what works on your page and what doesn’t. Following on from this data, businesses can base future content around what has previously worked. **Twitter** **![](https://bigwave.co.uk/wp-content/uploads/2024/03/twitter-analytics.jpg)** Twitter analytics doesn’t cover as much perimeter as Facebook insights in terms of content analytics, however their analytics section is not one to be missed. At first sight, it provides month-on-month reports, defining the top tweet, top mention and top media tweet of the page. They also provide details of tweet impressions, profile visits and a full analytical insight into the tweets including link clicks, retweets and likes. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/Twitter-insights.jpg) **LinkedIn** **![](https://bigwave.co.uk/wp-content/uploads/2024/03/linkedin-insights.jpg)** Posting on Linkedin is commonly used for Business to Business (B2B) interactions, therefore the analytics page isn’t as in-depth as the Facebook and Twitter analytics. However, LinkedIn provides businesses with everything they need to know about their posts, including: impressions, clicks, interactions and followers acquired. From these insights your business can conclude what posts gain the most engagement and then use this as a framework for future content. **Pinterest** ![](https://bigwave.co.uk/wp-content/uploads/2024/03/pinterest.jpg) Pinterest is a great social media tool which is solely based on imagery, and with the introduction of Pinterest ads- now is a great time to take advantage of Pinterest analytics. The tool collects data on your pins including impressions, repins, clicks and likes. Using this data before dipping into the Pinterest ads is sensible as you can see what your followers engage the most with and then coincide your ad to the most engaging style. Pinterest also provide you with what devices the users that are viewing your content are on, whether its mobile, tablet or desktop. Here at Bigwave, we offer a range of social media services including channel audits and strategies available as one off project or as part of a monthly contract. For more information about how we can help you, please contact by either our contact form or phone us on 01392 492380. --- ## Free market potential assessments for UK leisure pool operations **With the leisure industry now beginning a new chapter with swimming pools starting to re-open, STA, who recently achieved an outstanding Net Promoter Score® of 84.3%, is upping its support package for leisure operators by partnering with Bigwave Media to provide a free ‘At Distance Market Potential Assessment for your Pool Operation’.** **Zoe Cooper, STA’s Commercial Director** says: > Leisure centres face a huge task ahead in being able to juggle the practical and financial aspects of operating a public aquatics facility. Therefore, we have partnered with Bigwave Media, the experts in developing creative and business solutions for the leisure industry, to provide tangible, practical business support for leisure pool operators during these challenging times. The premise of the assessment is to identify if, and where costs can be saved without compromising quality of service and where new streams of income can potentially be generated for future stability and potential growth confirmed Zoe. **Nick Masson, Commercial Director at Bigwave Media and a CIMSPA board member**, adds: > The free assessment will review your demographics, your current market penetration and its future potential - and will be benchmarked against the national average. Once the assessment is complete, our leisure experts will also then provide a personal 30-minute review of the assessment via Zoom or a phone call to discuss the business opportunities that exist. **To take advantage of this free service, which will assess and benchmark all aspects of your current pool operation and future potential, including implementation staff training, please contact Nick Masson on: or Mobile: 07590564009** --- ## From Feed to FYP: How to Stay Visible in Evolving Social Media Algorithms Cutting through the noise to stay visible on social media is a constant challenge for marketers – and understanding how to work with, not against, the algorithms is essential. Social media platforms serve up endless streams of content, and it’s the algorithms behind the scenes that decide what gets seen and when. These systems personalise feeds based on user behaviour – what people like, share, watch and engage with most. Posts that drive strong engagement, especially in trending formats like short form video, tend to rise to the top. While each platform has its own formula, the goal is the same: keep users engaged. For brands, cracking that code is key to staying relevant and expanding your reach. ## Understanding platform-specific algorithms Each social platform has its own unique algorithmic signals that influence what content gets seen – and understanding these differences is key to getting noticed. Let’s break it down with TikTok, Instagram and YouTube as examples. ### **TikTok – For You Page (FYP)** TikTok’s algorithm thrives on engagement, watch time and hyper-personalisation. It rewards content that hooks viewers within the first few seconds, encourages replays and taps into trending sounds, challenges, or hashtags. Short, authentic and loopable videos perform best. Using interactive features like duets, stitches and comments can also boost visibility. ### **Instagram – Feed, Reels, Explore** Instagram’s algorithm uses a mix of signals – from user interests to relationships and recency, with Reels now being a major driver of reach. A varied content strategy that includes Reels, Stories, Lives and Carousels helps reach more people, while visual consistency and clear branding help to build trust. Hashtags, location tags, CTAs and smart timing all play a role in expanding algorithmic reach. ### **YouTube – Home, Search, Suggested Videos** YouTube focuses on watch time, click-through rate (CTR) and audience retention. To stand out, brands need eye-catching thumbnails, engaging titles and [content](/okf/page/film-video.md) that keeps viewers watching. Series and playlists encourage longer viewing sessions, while [SEO-friendly titles](/okf/page/seo-services.md), tags and descriptions improve discoverability. Regular uploads and active community engagement through comments and polls also strengthen performance in the algorithm. ## Embrace new formats and features Staying up to date is a constant ask for marketers – and with new formats and features launching at pace, it’s easier said than done. Platforms tend to give algorithmic preference to fresh tools and content types, so jumping on them early can give you a competitive edge. Keep an eye on in-app updates and notifications, and experiment with new features as they roll out. Video remains a major focus across platforms. On Instagram, that means prioritising Reels over static posts. On TikTok, lean into trends and create reactive content that feels timely and authentic. Don’t shy away from trying out new effects or filters! Then, extend your content’s life by repurposing it for platforms like YouTube Shorts, which now sees over [**50 billion daily views**](https://economictimes.indiatimes.com/news/new-updates/tiktok-competitor-youtube-shorts-has-over-50-billion-daily-views/articleshow/97574725.cms?). ## Maintain consistency and frequency Consistency really does pay off when it comes to [social media visibility](/okf/page/social-media-management.md). Posting regularly, whether daily or several times a week, helps train the algorithm to recognise and reward your activity. Planning and batching content in advance can make it easier to stay on schedule. Beyond just publishing, engaging with your community is equally important. Simple actions like replying to comments can boost interaction, while on TikTok, responding to comments with video content not only deepens engagement but also creates fresh, relevant posts that the algorithm loves. The more active and responsive your brand is, the more likely it is to stay top of feed. ## Leverage personalisation and niche targeting Personalisation continues to be a powerful tool across marketing – and on social media, that means crafting content that speaks directly to niche communities. Platforms like TikTok are full of highly engaged micro-audiences, from #TravelTok to #BookTok, and tailoring content to these spaces can significantly boost your reach. Using relevant niche hashtags consistently helps guide your content into the right feeds. Pair that with storytelling, authenticity and real value, and you’re set to create content that feels relatable and shareable. Don’t forget the scroll-stopping elements – strong visuals and compelling hooks are essential to capturing attention in seconds. ## Monitor and adapt to algorithm changes Social media algorithms move fast – and keeping up with them can feel like a full time job. But staying informed is possible with the right habits. Follow official platform updates, like newsroom posts and creator blogs, to stay ahead of changes as they happen. Pair that with regular performance tracking through your analytics, so you can spot what’s working (and what’s not) and adjust your strategy accordingly. Staying agile is the key to staying visible. Looking for support? We can help you stay visible on [social media](/okf/page/social-media-management.md). [Get in touch today](/okf/page/social-media-management.md)! --- ## Gaining Traffic from Google Search in 2025 and Beyond Not long ago, if your website showed up near the top of Google, you could count on a steady stream of clicks and customers. Ranking first was the prize. It meant something. But those days? They’re behind us. Google has changed! Subtly at first, but now drastically. The ten blue links are no longer the most prominent feature in search results for some queries. More search results now are visual, interactive, personalised, and increasingly influenced by AI overviews and soon (in the UK), AI Mode. You will spot videos, image carousels, location-based results, ‘People Also Ask’ dropdowns, and AI-generated answers that often appear before any website does. This shift means one very important thing: **being visible on Google is no longer just about ranking number one.** It’s about showing up in the right *format*, at the right *moment*, and in the right *place* within the search results. In this guide, we’ll explore how search is evolving, what features you need to care about, and what you can do - practically and realistically - to keep your business front and centre in 2025 and beyond. ## **What’s going on with Google’s search results?** Starting with the basics, the way Google presents information on its results pages (known as “SERPs” or Search Engine Results Pages) has undergone a complete transformation in recent years. Gone are the days of ten blue links. Instead, today’s SERP mix in a whole host of features designed to answer users’ questions more quickly and directly. The downside? These features often mean fewer people click *through* to websites. Let’s break down the main changes: ### **AI overviews: The new top of the page** You might have noticed these at the very top of search results. Google is summarising information directly in a short paragraph or bullet list. These are called AI Overviews (formerly known as Search Generative Experience, or SGE). Google uses artificial intelligence to pull content from across the web and create a quick answer to your question. While this is handy for users, it creates a problem for businesses. Only a few sources get cited, and often, users don’t even scroll past that box. Furthermore, they keep people on Google's page. **What does this mean for you?** If your content is featured in these overviews, brilliant! You gain credibility and visibility. But if you’re not included, your chance of being seen drops significantly. ### **Zero-click searches: No click, no traffic?** Another big shift is the rise of zero-click searches. This is where Google answers the user’s query right on the page - no need to visit a website at all. You’ve likely seen this when you look up the weather, ask for a definition, or search for opening hours. Features such as the **local pack (maps pack)**, **People Also Ask** , and **featured snippets** are designed to keep users on Google’s page. While this creates a smoother experience for searchers, it often means that websites lose out on traffic. ### **More visuals: Images and videos are everywhere** Search results today are far more visual than they used to be. Google’s algorithm is now designed to surface image packs, video carousels, and even short videos (think YouTube Shorts or TikTok-style clips) for queries related to tutorials, products, reviews or trends. This is particularly important for businesses selling physical products as people often *want to see* what they’re looking for and not just read about it. **So, ask yourself:** Are you showing up in video or image results? If not, this could be a huge, missed opportunity. ### **Local searches (“near me” searches)** If your business serves a local area, this is good news - **but only if you’re properly set up for local SEO**. That means having a complete and accurate Google Business Profile, encouraging reviews, and using location-based keywords on your site. Local search results have the Google Maps pack prominently featured at the top of the search results (in most cases). This feature attracts a significant number of clicks. Local is also more shielded from AI Overviews which don’t yet appear in this SERP type. ### **Google wants real experts: Introducing E.E.A.T. (again)** For content that impacts someone’s health, finances, or well-being (what Google calls “Your Money or Your Life”/YMYL topics) there’s a heavy emphasis on **E.E.A.T.**: Experience, Expertise, Authoritativeness and Trustworthiness. In plain English? Google wants to know that you know what you’re talking about. You need to demonstrate real-world experience, back up your claims, and build trust through reviews, credentials and reputable content written with expertise. ### **AI Mode: Google’s new search experience is coming to the UK soon** Resembling ChatGPT or Perplexity, AI Mode is a new search experience that aims to understand more complex questions, and queries and arrange the information in a way that provides more information and context to the user. It is a full-page experience that might replace the ten blue links or the default “Search”/All experience we’ve had since the inception of Google. The full consequence of this mode is still unclear, at the moment, but some large US-based websites such as [Hubspot have reported a large decrease in their blog traffic](https://blog.hubspot.com/marketing/blog-traffic-loss-explainer). This makes sense as this mode aims to target informational queries for the most part (guides, blogs, etc.). The good news: searchers that are looking to buy a product or service will still need to visit your website, so, in the meantime, while we should expect a drop in our website visitors, the number and quality of transactions should be the same or higher. Assuming you appear in the AI mode reference links. Google’s new AI Mode is already active in the US and will likely find it’s way to the UK very soon as Google seems to be rushing it along. ## **So, how do you make the most of all the features and content formats?** Knowing that search is more than just rankings, the key question becomes: **where can my content appear to increase my visibility?** There are a lot of opportunities depending on your type of business. Let’s look at the top features to aim at for most businesses and how your [SEO](/okf/page/seo-services.md) and [content strategy](/okf/page/content-copyrighting.md) can change to get there. ### **1. Featured snippets: Grab the top answer spot** These are the boxed answers that appear above traditional results. They’re prime digital real estate. While these still exist in some search results, they are rapidly being replaced by the AI Overviews. To give yourself a shot: - Answer common questions clearly and briefly (think 40–60 words) - Use bullet points or step-by-step formatting - Focus on queries that start with “how”, “why”, or “what” ### **2. AI overviews: be the source, not the footnote** AI Overviews pull from trustworthy content sources. You want Google to consider *you* one of them. To stand out: - Keep your content accurate, useful and updated - Write comprehensive guides that answer related questions in one place - Use structured data (like FAQ schema) to help Google “read” your content properly ### **3. Video: explain it visually** Video is now essential - not optional. Whether it’s a short tutorial, a product demo, or a customer Q&A, adding video to your content helps it appear in multiple formats. Upload to YouTube (Google owns it) and: - Write descriptive, keyword-rich titles - Use chapters (timestamps) for longer content - Add custom thumbnails that draw the eye ### **4. Local SEO: dominate nearby searches** This is where many small businesses can really shine. Get started by: - Setting up your Google Business Profile (and keeping it current) - Using location-based keywords on your pages (e.g., “florist in Bath”) - Encouraging reviews and responding to them politely Remember, **local searches often have high intent** - people are ready to buy or book. ### **5. People also ask: answer follow-up questions** These boxes appear when Google senses someone might want to dig deeper. They’re a great chance to build visibility. You can show up by: - Adding FAQ sections to your pages - Using natural, question-based headings - Writing in a friendly, conversational tone ### **6. Reddit results: real voices are rising** Here’s a surprising one. Google recently signed a 60 million dollars deal to access Reddit to train their AI models. Google has also shown a preference to Reddit in search results. That means answers from forums, discussions, and real-life experiences are showing up more often. What can you do? Listen in. Use Reddit to understand what questions people are asking in your industry. Then, create content that responds with clarity, honesty and real-life relevance. You might even engage directly - carefully and authentically - to share your experience and expertise. ## **What should you do next?** Being visible on Google is no longer just about ranking. It’s about showing up in *the right formats* - whether that’s a video snippet, a quick answer, a local pack, or an AI overview. To keep up, you’ll want to: - Create helpful, well-structured content that answers real questions - Think beyond blogs - use video, visuals, FAQs and customer reviews - Regularly update your site and stay in tune with what your audience is actually searching for Search visibility in 2025 is about presence - not position. Make sure you’re turning up wherever your audience is looking. **Want help putting this into action?** We can help you audit your content and build a plan to make sure your business shows up across Google’s evolving features. Find out more about [SEO services.](/okf/page/seo-services.md) --- ## Gamification concept from Badminton England This week an interesting project from Badminton England has caught our eye. 'Battle Badminton' is an innovative social initiative to drive participation in Badminton. The concept is aimed at badminton players and sports fans nationwide wishing to get involved and takes casual competition to the next level. Battle Badminton lets users find new players (aged 18+) to play. Users can issue and accept challenges to 'battle' it out on court in singles or doubles matches with players deciding how, when and where to play. Players can set their own rules and scoring system, if both agree. Battle Badminton players earn points each time they get on court. New local and national leaderboards mean players can rise through the Battle Badminton ranks. Users can also create their own leaderboards, amongst friends, in workplaces, universities, or sports teams. There are 9 Battle Badminton 'status' levels to achieve. There are 10,000 free places available on Battle Badminton and apparently sign up also includes free Club England Social annual membership (usually £5). This provides insurance cover to play Battle Badminton matches and pay and play court time in leisure centres (but excludes club league, county competition or circuit tournament match play). This is a great project that is introducing both 'gamification' and social aspects to get people up and active. To sign up or take a look at the Battle Badminton site, visit: [**www.badmintonengland.co.uk/battle**](http://www.badmintonengland.co.uk/battle) --- ## Get customer experience right first time Bigwave Media and Leisure-net Solutions are launching Insight 2015, a new series of marketing and customer insight seminars. Designed to provide attendees with the tools needed to enhance the marketing, customer experience and business decisions they make, the seminars will take place on 10th March 2015 at Orford Park in Warrington, and 11th March at K2 in Crawley. Insight 2015 is aimed at customer insight specialists and strategic marketers, as well as senior managers, decision makers and directors working in the active leisure sector. The seminars will be endorsed by CIMSPA to Level 7 standard, and will be delivered to their Professional Qualifications Framework - 'Manage the development of products and services'. The Insight seminars will cover everything marketers and managers need to know to dramatically improve their customer insight and turn customer data into intelligence. We will focus on performance-based data and research techniques, social media insight and web analytics. The one-day seminars will also look into markets & ROI, from socio-demographics & benchmarking to sales & attrition targets, and drill down into how exactly organisations can make their customers' experience a great one. Tickets cost £50 per person, £40 for CIMSPA members. For place availability and registration please contact . --- ## Giving Tuesday 2020: A day to make a world of difference. Taking place on the 1st December, Giving Tuesday is a global campaign to encourage everyone, everywhere to support the causes and charities that mean the most to them. It’s a day to celebrate and encourage giving in all its forms. This can be through donating, fundraising, campaigning, skill sharing – the possibilities are limitless. Since its inception in the U.S. back in 2012, Giving Tuesday has created a wave of generosity which has now reached over 60 countries that all take part in this annual event. The UK has been an official partner of the campaign for the past six year and during this time has grown exponentially, bringing together more charities, businesses and organisations to support the simple concept driving this initiative. 2020 has been an extremely difficult year for all of us, but if there is a chance of taking something positive from it and to make a difference at the same time, we will all be better off for it. That’s why we’ve put together a list of some very worthy causes that your support would go a long way in making a difference to and to give you plenty of ways to get into the spirit of Giving Tuesday. ## **Wild Planet Trust** Wild Planet Trust is a registered education, scientific and conservation charity established in 1957 and based in Devon. It strives to conserve species and habitats, and to inspire and empower people to help in the fight to protect wildlife. **This dedicated charity owns two zoos, in Newquay and in Paignton, which home countless species of amazing animals and plants. The charity also has two local nature reserves and a National Nature Reserve. They are active in conservation both at home and abroad, often working alongside partner organisations to conserve species and their habitats.****How you can help:****Get involved in some wild activities**To celebrate Giving Tuesday, Paignton Zoo have planned lots of fun activities to raise awareness and much needed funds. To find out what these are please visit the [**Giving Tuesday page on the Paignton Zoo website here.** ](https://www.paigntonzoo.org.uk/support-us/giving-tuesday-2020)**Shop at smile.amazon.co.uk** Did you know that you can shop on Amazon and donate to a charity at no extra cost to you? Simply [**click here**](https://smile.amazon.co.uk/gp/chpf/homepage/ref=smi_chpf_redirect?ie=UTF8&ein=300923-0&ref_=smi_ext_ch_300923-0_cl) and nominate the zoos as your chosen charity so they receive a donation each time you shop on Amazon, at no extra cost to you. \* \*Both Newquay Zoo and Paignton Zoo are listed on Amazon under 'South West Environmental Parks', which is the name of their parent charity. ## **Make a donation to Paignton Zoo** - Online through their dedicated [**Giving Tuesday campaign page**](https://uk.virginmoneygiving.com/charity-web/charity/displayCharityCampaignPage.action?charityCampaignUrl=paigntonzoo-givingtuesday)**.** Paignton Zoo Giving Tuesday Target is to raise £20,000 as this is how much it costs to run the zoo for a day. - Via a super simple text donation. To donate £10, simply text PZOOGIVING to 70085. *Th*is costs £10 plus a standard rate message. - [**Purchase an annual zoo pass**](https://www.paigntonzoo.org.uk/support-us/annual-pass) – With an Annual Pass, you can enjoy unlimited entry to the zoo for 12 months, making it great value for money. - [**Buy an animal adoption pack**](https://www.paigntonzoo.org.uk/support-us/adopt-an-animal) **–** If you’re looking for a thoughtful Christmas gift for someone special, this could be the perfect way to show you care and support a great cause at the sane time. Prices start from just £35 for 12 months. - Make an animal’s day by sending a surprise from the zoo’s [**Amazon Wishlist**](https://www.paigntonzoo.org.uk/support-us/amazon-wish-list)**.** The Wishlist is filled with different enrichment devices and needed items for animals and keepers. Simply purchase an item and Amazon will deliver it directly to them. ## **Make a donation to Newquay Zoo** - Online through their dedicated [**Giving Tuesday campaign page.**](https://uk.virginmoneygiving.com/charity-web/charity/displayCharityCampaignPage.action?charityCampaignUrl=newquayzoo-givingtuesday) Newquay Zoo Giving Tuesday target is to raise is £5,000 – how much it costs just to run the zoo and look after all the animals for one day. - By text: To donate £10, just text NZOO to 70085. This costs £10 plus a standard rate message. - [**Purchase an annual pass**](https://www.newquayzoo.org.uk/support-us/annual-pass) **–** An Annual Pass is a great way to show your support and allows you to enjoy unlimited entry to Newquay Zoo for a whole year. - [**Adopt an animal**](https://www.newquayzoo.org.uk/support-us/adopt-an-animal) – An animal adoption pack is a great gift that keeps on giving. Prices start from just £35 for 12 months. - Treat an animal by purchasing an item from the Newquay Zoo’s [**Amazon Wishlist**](https://www.newquayzoo.org.uk/support-us/amazon-wish-list)**.** ## **WESC Foundation** Children and young adults with complex needs and visual impairment often face barriers to learning, living and taking an active, independent place in society. WESC Foundation is an Exeter-based charity providing the specialist expertise, equipment and adapted facilities to inspire, challenge and empower these young people from across the UK to live their best lives. But they can’t do it without the help of generous donations. Giving Tuesday is a great way for you to help them in break those barriers down. A small amount could really make a huge difference: **Bumper-dots for household appliances**Imagine if you couldn’t see the numbers on your washing machine, or the temperature on your oven. A gift of £6 could buy a pack of small plastic “bumpers” that can be stuck on the most-used setting. This tiny adjustment could help a teenager with a vision impairment live more independently after they leave WESC Foundation, all for the cost of a couple of beers. **Communication switches**Everyone at WESC Foundation has a vision impairment, but many of young people have other needs that mean they can’t always communicate for themselves. A gift of £8 can buy a special switch that could give a child a voice. Switches can be programmed to suit the individual needs of a child and could be a simple as allowing a child to choose “yes or no” or being able to ask for their favourite food or drink for the first time. **How to donate**[**Donate online** ](http://link.justgiving.com/v1/charity/donate/charityId/111726?amount=10.00¤cy=GBP&reference=Website&exitUrl=https%3A%2F%2Fwww.wescfoundation.ac.uk%2Fthank-you%2F%3FjgDonationId%3DJUSTGIVING-DONATION-ID)or text WESC 6 to 70085 to donate £6. If you’re interested in finding out more about what WESC Foundation can do then tweet @WESCfoundation or visit [**www.wescfoundation.ac.uk**](http://www.wescfoundation.ac.uk/)## **Exeter Leukaemia Fund (Elf)** Elf is a local charity providing vital services and support to people with blood cancer and their families across Devon. Blood cancer can be a long and difficult journey. Elf gives patients a lifeline of practical services and emotional support that make a significant difference to their everyday lives. Funds raised for Elf go towards this much needed support, including transport to and from the RD&E, counselling, accommodation for families near the hospital, specialist staff, benefits advice and befriending at home. Elf’s services are reliable, flexible and centred on the needs of each individual patient. Your support will help vulnerable blood cancer patients and their families through this difficult winter. And with Christmas fast approaching, although looking very different this year, Elf has been creating ways you can get involved in fun festivities while supporting their important work: **Festive fundraising**If you’re looking for ways to celebrate the festivities with friends, families and colleagues, why not organise a ‘Quizmas’ party, games night or Christmas Jumper Day for Elf? Dust off your festive attire, get the nibbles out and host an afternoon or evening of fun. Entertain all ages with activities such as a Christmas quiz, bingo or other party games. Set up a virtual gathering via Zoom, Facebook, Teams, Skype or Houseparty and create a fundraising page for donations. **Virtual Santa Run** Are active challenges more your thing? Don your festive finery and take on the Virtual Santa Run for Elf before Christmas. Select your own distance and run around your neighbourhood, at a local park or at home on a treadmill. Visit the dedicated Virtual Santa Run [**Just Giving page here**](https://www.justgiving.com/campaign/elfsantarunners2020) for further information. **Get fit campaign** Alternatively, say jog on to January by joining Elf’s new year get fit campaign. Set your own target of miles and complete them at your convenience throughout January. Run, trek, cycle, swim, row or even walk your dog to pick off miles toward your total. Visit the dedicated ‘January, Jog On!’ fitness fundraising challenge [**Just Giving page here**](https://www.justgiving.com/campaign/jogonjanuary) for more information. **Make a donation in the spirit of Christmas** If you’re looking for a creative, hands-on approach to fundraising then donating from the sale of goods could be for you. Bake festive treats, make Christmas crafts or have a pre-Christmas clearout and make use of those unwanted items. Sell your items directly, auction, raffle or list them on an online sales site. There’s no reason why gift-giving can’t be virtual too. [**Give the gift of Elf this Christmas and send our e-cards here.** ](https://uk.virginmoneygiving.com/fundraiser-display/showROFundraiserPage?userUrl=ExeterLeukaemiaFundChristmasCards&pageUrl=1) For more information about Elf, to donate, or sign up to fundraise for Elf this Christmas, email [**enquire@elfcharity.org.uk**](mailto:enquire@elfcharity.org.uk) or call 01392 493344. ## **St Luke’s Hospice Plymouth** St Luke’s Hospice Plymouth provides free end of life care in Plymouth, South West Devon & East Cornwall. Caring for over 3,500 patients every year at home; at Derriford Hospital & at the charity’s specialist unit in Turnchapel. St Luke’s – caring for you no matter where! They do all they can to involve patients in decisions about their care, to maintain privacy and dignity in providing that care and to respect patients’ individual rights and religious and cultural beliefs. St Luke’s Hospice Plymouth take a holistic approach to care, centred on the needs of the individual patient. **How you can help:** **Sponsor a nurse** Nurses are a fundamental part of the services that St Luke’s provide to the community, without them the care they give would simply not be possible. They use their skills to offer advice, support and compassionate care for people in an environment and situation to fit the needs of the patient and their loved ones. Your generous gift will make a real difference to a patient’s life and will help continue the much-needed care that St Luke’s provide in the community for people with life-limiting illnesses. [**Click here to sponsor a nurse.**](https://www.stlukes-hospice.org.uk/nurse/)**Light up a life**St Luke’s understand the importance of community spirit to help shine a light of hope and compassion for people coping with the sadness and grief of losing a loved one. This is why St. Luke’s have planned a virtual remembrance service live from The Minister of St Andrew’s in Plymouth, as a chance to celebrate lives that have been lost and those dearly missed. They would also warmly welcome anyone that would like to make a donation to this annual Light up a Life appeal. Donations can be made online where you can upload a photo of your loved one and dedicate a virtual bauble using St Luke’s secure online platform ‘Visufund’ – a moving tribute which can be made publicly to others or kept private for yourself. [**Click here to find out more about the Light up a Life appeal and to make a donation.**](https://www.stlukes-hospice.org.uk/light/) **Enter into the Christmas Raffle** Be in for the chance to win one of the fantastic cash prizes in St Luke’s Christmas raffle, including the top prize of £2,000! To purchase raffle tickets online [**click here**](https://web.stlukes-hospice.org.uk/st-lukes-christmas-raffle-2020). Or if you’d prefer, you can pick them up in any of their charity shops. It really is as easy as that! **Host your own fundraising event** If you would like to run your own fundraising event to help raise funds for St Luke’s, they would be glad to give you everything you need to make your event a success. Whether you’re a wizard at quizzes, a sports superstar, a host with the most, breaking records or tying the knot –you can access all manner of resources and materials to help you on your fundraising adventure. [**Click here to get in touch with St Luke’s and find out how they can support you to support them.**](https://www.stlukes-hospice.org.uk/fundraising-hub/) ## **St Petrock’s Exeter Ltd.** St Petrock’s is Exeter’s charity for people who are homeless or vulnerably housed. They have been working in the City for 25 years and their mission is to help people off the streets as quickly as possible into safe, affordable and appropriate accommodation. This is done through survival, welfare, mental health and housing services and through close collaboration with partner agencies and other homelessness organisations. Because of the continuing impact of the Coronavirus pandemic, many of the St Petrock’s clients require extra support in moving away from homelessness. To provide this extra help, the charity is trying to maximise their services in a Covid-secure environment, which is largely funded by the local community. **How you can help:** **12 Days of Christmas campaign** Addressing homelessness involves much more than putting a roof over some’s head. By taking part in St Petrock’s ’12 days of Christmas’ challenge you can help support people on their journey towards a more settled life. Participants can either take on the 12 challenges listed in the campaign or chose which needs they might like to support with a financial donation. To find out how to participate in the 12 days of Christmas challenge and about how to support people without a home this Christmas at visit: [**http://stpetrocks.org.uk/christmas2020/**](http://stpetrocks.org.uk/christmas2020/). ## **Blue Cross** Since 1897, Blue Cross has been dedicated to helping sick, injured and homeless pets find loving homes to enjoy a happier, healthier life, and are also there to provide veterinary care to owners who can’t afford private veterinary fees. Each year they help thousands of cats, dogs, small pets and horses at their animal hospitals, clinics and rehoming services for treatment. They also have Education and Behaviour Teams to help prepare future pet owners to be responsible and look after their pets for life. **How you can help:** **Step into Christmas event** Each year from the 1st December, Blue Cross run a ‘Step into Christmas’ event asking people to walk, jog or run 25k during December to support Blue Cross. You can complete the challenge on your own, with family, or with a four-legged friend by your side. Stay fit and healthy over the festive period… and help sick, injured and homeless pets. **[Please click here to find out more and sign up!](https://bluecross.wlve.co.uk/event/step-into-christmas/)** [**They also have a page for Christmas donations here!**](https://www.bluecross.org.uk/blue-cross-christmas) --- ## Glen King PR merges with Bigwave media **![](https://bigwave.co.uk/wp-content/uploads/2024/03/BWM08295-min-1.jpg)** **Leading public relations consultancy Glen King PR is merging with Bigwave media. The two agencies have been working in partnership over the last 18 months in order to offer a wider range of services and from 1st April 2019 the Glen King PR team will officially join Bigwave media.** Glen King PR, a media-award-winning consultancy, was founded by Glen King in March 2005. As a former media spokesperson for Camelot, Glen was actively involved in the exciting and historical launch of the National Lottery in 1994, holding the position of Deputy Regional Centre Manager SW for eight years. The company works with a diverse portfolio of clients across a large number of sectors, with a specialist knowledge of construction and renewable technology. Glen said: > “For over a year we’ve been working collaboratively with the Bigwave media team in order to offer a full-range of PR and marketing to our joint clients, which has proved a huge success. It seemed the right time, therefore, to officially join this larger firm, to offer increased resource and expertise to grow our combined client base. The agency is well established with an excellent reputation in the marketplace, and Glen King PR is absolutely thrilled to now officially be part of the team. > > “We will be operating from Bigwave media’s head office in Exeter and it’s the start of an exciting new era. I’m very much looking forward to continuing the long-term relationships developed with my clients for many years to come, whilst also providing a wider range of support." Bigwave media, established in 2007 with a turnover of £3m, has three offices across Devon, employing 45 staff working in Exeter, Torquay and Plymouth. The creative growth agency provides innovative and cost-effective marketing, design and digital services for companies both large and small. Its focus is on achieving great and measurable results for its 200+ clients, across a diverse range of sectors, including leisure; bio-tech.; manufacturing; food and beverage; culture, education and finance. Benn Davis, Managing Director Bigwave media said: > “Bigwave media offers a complete range of in-house resource tailored to all marketing needs for effective online and offline campaigns, however, do not have expertise in traditional PR or event management. The partnership with Glen King PR has worked extremely well to help clients get maximum reach for their budgets and greater access to experienced professionals within the South West. It was a natural next step, therefore, to officially merge to bring the two businesses under one roof and closes the loop in being able to offer a truly full service to our clients. > > “The Glen King PR brand is well-known and highly respected across the region and I don’t think there is anyone in the local area who does not know Glen, who is a prolific networker! She has developed a meaningful, long-term and close-working relationship with the South West media spanning 25 years and has an enviable portfolio of contacts and connections. We are absolutely delighted with this merger, which will expand the offering we can provide to both existing and new clients.” Simon Beer, Digital Director Bigwave media concludes: > “From 1st April Glen King will be Director of PR, and Micá Flynn Account Executive of ‘gkpr@Bigwave media’ based at our Exeter office. We will ensure the transition of the merger goes smoothly and want to offer our assurance that there will be a seamless continuity of the personal and great service Glen King PR already offers to their loyal client base. We’re delighted to officially welcome Glen and Micá to the team. All our staff are very much on board with the new merger and are looking forward to working together to expand our services.” --- ## Google launches Facebook challenge Google is about to fully launch Google+ which is a project designed to allow you to organise and share your personal social information in a way that reflects real life. It's an exciting development for Social Media. The Google team have clearly spent a vast number of hours deciding on the best way to organise personal information and have come up with five ways to do it, they are offering: Circles, Hangouts, Instant Upload, Sparks and Huddle. **Circles** The main purpose of circles is to allow you to share the right information with the right people. With a neat drag and drop interface you can easily see which of your friends, colleagues and family are in which group. Organising friends into groups in this way looks really useful, especially for people who's online presence is starting to cross over between their personal and professional lives. With Circles you can send an invitation to just a family group without sharing it with all your friends. While grouping friends is not unique, Circles looks cool because Google appear to have created it to be simple and easy to use. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/circles.jpg)**Hangouts** Hangouts are for unplanned meetings between your friends and contacts. It's clear from Hangouts that Google sees video as an important part of their social media plans. Hangouts allow you to create your own custom video chat rooms. Tell a friend that you've started a hangout or tell a whole Circle and then anyone you've invited can come and join you. Google+ automatically detects who's speeking and switches the main video screen accordingly. It also includes text chat and other features. Hangouts look like it could be a real competitor to other cloud-based online meeting services. Here is a quick demo. http://www.youtube.com/watch?v=QN38vHZjWXw **Instant Upload** If you add the Google+ app to your mobile device every video and photo you take on it will automatically be uploaded to a private Google album. The cool thing about this is that not only is it an automatic backup of all of your photos and video but it then allows you to share them with your friends in your Circles. **Sparks** If you tell Google+ what sort of things you're into then it will send you things to read, watch or share that it thinks you will like. Presumably this will be the main route for Google+ advertising. **Huddles** Huddles is a neat feature allowing you to do group texting based around your Google+ circles. You choose who to invite into a group conversation. Like friend grouping this isn't unique but the initial demos look good. **So will you try it?** I certainly will be trying it out. Organising my information and deciding on what I am sharing with who is getting more and more difficult so I relish the opportunity to try something that addresses this problem. As a company we will certainly check out the Hangouts as this could be a really useful tool for development discussions between remote locations. Likewise Circles could be useful as it could be used to group B2B contacts and share information such as press releases or promotions. It's not going to replace applications like Facebook overnight but if people become more concerned about who they are sharing their information with then the popularity could grow. Personally I welcome the appearance of an application that allows me to more easily control how I share my information but it really will come down what the rest of the world thinks. See the demo at: [http://plus.google.com/](http://plus.google.com) --- ## Google launches news feed to personalise search results The world’s most popular website now has a new feature to help personalise people’s search results in their flagship smartphone app. Rolled out on July 19th, Google’s new update has seen the space under the search bar become populated with articles, videos and content tailored to people’s interests. The new-fangled news feed has replaced Google Now– an artificial personal assistant providing up-to-date information on weather, traffic and sports. ##### **Google gets personal** Previewed originally in December on the Android app, the update has now been rolled out on iOS and allows users to follow categories relating to their interests, such as travel, TV, sports. People can even follow weather, sport and traffic, allowing the technology conglomerate to not stray too far from the Google Now brand. The news feed will also compile information based on a user’s history. Individuals will have the option to hit a ‘done’ button to avoid seeing further content from a particular author or news on a particular topic should it disinterest them. Rather than simply sharing current events, news will be focused more on relevancy than time. Google described this as a sign of the company’s strengths, giving people the option to view articles they may have missed in the first instance. ##### **How's your SEO?** Google’s hope is that people will begin to check the news feed as instinctively as they check Facebook, Twitter and other information sources. This presents more opportunities for companies to show up on the search engine. Why not take a look at how your SEO is faring? Our free [SEO check-up tool](/okf/page/seocheckup.md) will provide an overview of your search ranking in seconds. Get in touch on 01392 492380 for more information on a full SEO audit. --- ## Google Maintains 90% Market Share The latest figures on search engine market share are quite revealing. As you can see from the graph below Google has had 90% of the search engine market for at least the last 12 months making it the biggest player in the search engine industry by far. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/StatCounter-search_engine-ww-monthly-201010-201110.jpg)Source: [gs.statcounter.com](http://gs.statcounter.com/#search_engine-ww-monthly-201010-201110) This shows that it's vital to make sure that your website is optimised for the Google search engine. If you would like some advice on Search Engine Optimisation for your website get in touch. [bigwavemedia.co.uk/search-engine-optimisation](http://www.bigwavemedia.co.uk/search-engine-optimisation) --- ## Google Maps update explained - changes in hotels results **Google Maps - what has changed?** Google has just recently announced an update in the way they display the [hotel search](https://blog.google/products/flights-hotels/new-way-to-browse-hotels-on-google/). If you have recently made travel plans, you may have noticed that there is now enhanced listings with photos, new browsing categories and new capabilities for booking directly in the search results page. Say I wanted to go and book a nice [hotel near my hometown](https://www.google.co.uk/search?rlz=1C1CHBD_en-GBGB812GB812&ei=-08KXISkI9XCxgPZr65Q&q=hotels+sozopol&oq=hotels+sozopol&gs_l=psy-ab.3..0j0i22i30l9.2771.3618..3834...0.0..0.78.502.7......0....1..gws-wiz.......0i71j0i22i10i30.YtBoCmwQ3iI): You can already see that prices appear together with nice photos of each hotel, as well as the opportunity to filter the results by price, dates and more. #### **What are the new features?** - Prices appearing in the map for each listing - this information is generated through paid results from third-party booking providers such as booking.com, Agoda, Kayak, Tripadvisor, etc. They sometimes include the official site of the hotel but only from paid ads. - New filters for users - Top Choices, Guest Favourites, Budget Options, Luxury Stays and For Tonight: ![filters](https://bigwave.co.uk/wp-content/uploads/2024/03/Filters-1.jpg)![filters](https://bigwave.co.uk/wp-content/uploads/2024/03/Filters-2.jpg) Searching for accommodation in this way works for searches 'near me': [hotels near me](https://www.google.co.uk/search?q=hotels+near+me&rlz=1C1CHBD_en-GBGB812GB812&oq=hotels+ne&aqs=chrome.0.69i59j69i60l3j69i57j69i59.1823j1j7&sourceid=chrome&ie=UTF-8), producing similar results to the ones above. ### **Booking directly in the search results** An interesting feature is the ability for users to book a room directly in the search results. When you expand the hotels' map, this is what you would see: ![Hotels in Sozopol](https://bigwave.co.uk/wp-content/uploads/2024/03/Hotels-Sozopol-3.jpg) Users are able to narrow down the listings by dates, price-range, amenities available and many other filters. This is a **game-changer** - hotels now must ensure their listing is shown in this panel and that the information is as complete and as accurate as possible. Selecting a third-party site and reserving a room happens directly here. It is important to note that **ALL of this information comes entirely from paid ads by the booking sites,** as can be seen by the above example from a hotel in Islington. ### **I'm a hotel owner - what can I do to ensure that my listing is seen? Can I just pay for a placement?** Having researched these new features, it appears that, at least for now, 'Google partner sites' such as Booking.com, Agoda, HRS and more are shown in the prices results. Therefore, if it makes sense for your business, it is important to get listed with them to be shown in the above panel. Another option is to have an advertising budget for that and an appealing offer for direct bookings that at least matches or *surpasses* the third-party providers' offers. The good news is, however, that the rest of the information is pulled from a variety of locations, most importantly from your Google My Business listing. I cannot stress enough how important it is to claim, verify and optimise your listing in Google My Business - things like opening times, hotel amenities, payment methods accepted, location accuracy and high-quality photographs are super important for your hotel to show in these search results. Also, gather as many positive reviews as possible and make sure you use the posts in Google My Business to provide updates about your location. The reviews panel in your hotel's location page is especially comprehensive with aggregation from a number of websites: ![Hotel reviews](https://bigwave.co.uk/wp-content/uploads/2024/03/Screenshot_3.jpg) We will continue to monitor these changes as it is very likely that these will expand across other types of services and Google driving a push for better user experience. --- ## Google Universal Analytics is shutting down in 2023! Only last week on the 16th of March 2022 Google announced that they will be retiring the Google Analytics we have all been using. To quote them directly: *“We will begin sunsetting Universal Analytics — the previous generation of Analytics — next year. All standard Universal Analytics properties will stop processing new hits on July 1, 2023.”* Essentially meaning, that current Google Analytics accounts will stop collecting data on that date*.* In addition to this, Google will shut down the service completely approx. 6 months afterwards. This means that after 2023, we will not be able to access any of the historical data in GA as it will be **completely gone.** ### **What is the alternative?** The alternative is Google Analytics 4 or GA4 which was released about 2 years ago in 2020. In the last year or so this has become the default version of analytics offered when a new account is made. The interface and metrics were overhauled and changed to provide more flexibility and enable tracking on all devices not just websites. ### **Why is Google Doing this?** - **Legal regulation.** After 20 years of providing free analytics to, essentially the entire internet, Google have found themselves **having to deal with a potential liability** in the form of user data that is being shipped to US servers. This, among other things like webmasters not respecting new legislation when gathering data from their website, has been the subject of several court hearings in the EU and several fines. In January, the Austrian data protection authority ruled that sites can’t use Google Analytics if the service sends data back to US servers. Which Google does! Similar judgements have been found across the EU in other nations. While these cases were very specific to data transfer to US servers which is not necessarily a GDPR issue, Google could take this opportunity to make sweeping changes to its infrastructure, possibly localise its data centres in the EU and enforce more compliance or reduced liability to satisfy data protection concerns. - **Monetisation** As mentioned, Google has, by and large, provided a free service for the past 20 years and its about time they monetise it. While the average website will likely still fit within the new restrictions with no extra cost, there will be some features that won’t be fully available for not non-paid users and other that will require ongoing payment. Probably the most significant of which is the fact that the new GA4 platform will only retain data for a maximum of **14 months**. Yes, you head right! Essentially, we won’t be able to compare year on year performance past the last couple of months unless we go on a paid plan. - **Technology** The technology used in Universal Analytics was, well … not that universal! In fact, the entire methodology of the platform was based on website analytics, and while it did support other platforms such as mobile and web apps, the metrics did not always make sense. GA4 is meant to improve that by providing stats in new more flexible formats focusing on Acquisition, Engagement and Monetisation and an event-based system and statistics that work on all platforms, including mobile, POS and more with the promise of deeper integrations in the future. The kicker is, with any new system, come in new headaches of learning the quirks and feature. Il let the Google Ads team explain this one in their own words: ...thanks for the resources!? I guess. ### **So what's next?** Do we all just ditch the old GA-UA and flock to the new GA4? Well … not exactly. Compared to the current version, GA4 is still a relatively new product and while it sets out to fix a lot of the old problems … It still has some issues, inconsistencies that require polishing out. Also, despite some new features like the revamped events and goals system and funnel creation, which are absolutely cool! … It is still surprisingly feature-poor. I guess that with this announcement however, we also have the certainty that with the drop-in support for the old analytics, the development team over at Google will start to focus a lot more on the new GA4. So, we should hopefully see a significant improvement to the platform in the next year. **At the moment, our recommendation is that you keep both instances running on your website at the same time.** And if you are a client of Bigwave and we deliver a digital marketing strategy for your company, we have you covered, and we will begin to implement the new GA4 on your website in the next few months if we haven’t already. For anyone looking for support or is unsure of what to do next, get in contact with us. Our dedicated team will be happy to help you! … or, sign-up to our newsletter below as we will explore this topic in depth over the next few months. --- ## Google+ users reach 10 million It's only been two weeks since the launch of Google+ , but already there are "millions" of users, according to chairman Eric Schmidt. Beyond that ballpark figure, Google has not disclosed any user or usage numbers. But Ancestry.com founder Paul Allen has been publishing his own estimates of the growth of Google+ (on Google+ itself). His latest estimate is that Google+ will surpass 10 million users today, only two weeks after its launch. That estimate is up from 4.5 million on July 9 and 1.7 million on July 4. I've charted the growth above, with Allen's numbers. If these numbers are anywhere near accurate, Google+ could very well become the fastest growing product in the history of the Web. Then again, Google is simply turning on the product for the hundreds of millions of users it already has once they get an invite and sign up. How did Allen calculate his user number? Leaning on his knowledge of demographics, he used a clever technique comparing a sample of a few hundred surnames from Google+ and comparing them to how representative those names are in the general population (based on U.S. Census Bureau data). He made some assumptions about the proportion of U.S. to international users and came up with his estimate. It's unlikely that his estimate is completely accurate, but he should at lest be capturing the growth trajectory. --- ## Heartbleed **What is Heartbleed?** Heartbleed is the name given to a security bug which affects a widely used piece of software called OpenSSL. Using SSL (Secure Sockets Layer), websites can provide encrypted information to visitors, so the data transferred (including usernames, passwords, and session cookies) cannot be seen by others while it goes from your computer to the website. Heartbleed exploits a built-in feature of OpenSSL called "heartbeat". When your computer accesses a website, the website will respond back to let your computer know that it is active and listening for your requests; this is the heartbeat. This call and response is done by exchanging data - normally when your computer makes a request, the heartbeat will only send back the amount of data your computer sent. However, this is not the case for servers affected by the bug. A hacker is able to make a request to the server for data from the server's memory up to 65 kilobytes. The data that can be obtained by this request may contain data left behind from other parts of OpenSSL. As this data is just a raw memory dump, what's stored in that extra memory space is completely random. As more computers access the server, the memory at the top is recycled. This means that previous requests may still reside in the memory block the hacker requests back from the server. **Should I be worried?** At the time that the bug was initially discovered, about 17% of the internet's services were thought to be affected. Thankfully, as the OpenSSL software is Open Source, this bug was very quickly patched and all major service providers (Google, Amazon, etc.) as well as online banks and building societies have now updated their SSL certificates and OpenSSL library, so you should have nothing to worry about. **Bigwave Media's clients and services are not affected by this bug.** All client websites and web services were (and are) unaffected by the Heartbleed bug. Clients do not need to take any action. In general it is advisable to change any passwords for third party services though, particularly any confirmed as initially vulnerable (such as Google and Yahoo). It is a good habit to change your passwords regularly. When doing so, follow these good security practices: - Don't use the same password across multiple services - Select passwords with 10 or more characters - Use at least upper and lower case letters, in addition to numbers. --- ## Helping our partners through COVID - an infographic It's been a challenging few months for a wide range of industries and business since the UK went into lockdown as a response to the COVID-19 pandemic. In that time, we've been working tirelessly to help support our clients and partners. We're a creative lot here at Bigwave, so we used our creativity and agility to think up some pretty great initiatives, campaigns, apps, guides, and a whole lot more. We're so proud of the impact of our work during lockdown. So, we put together this handy infographic to show off the fantastic work our family of colleagues have been cracking on with for you, our clients and partners. Inspired by what you see? Our teams of knowledgable professionals can do anything from web design to content creation. If you're looking marketing support, please contact or click the button below for a quick quote. --- ## How a mobile fitness app could benefit your business Social media continues to expand as does the number of people who are being consumed in a world where we share exactly where we are, and what we're doing, on a number of social media platforms. This activity is perhaps most prevalent through the food and drink industry. Dining is characteristically a social experience, prompting foodies to 'check in' at restaurants on Fourquare, or share a sepia-toned snap of their meal on Instagram which could hugely benefit companies like Kudos Delivered office catering in London that rely on their client's social media sharing of food item pics to spread the word on their amazing service. The popularity of sharing our social experiences has rapidly grown, and with the rise of mobile fitness apps, this evolution continues through to the way people train and reach fitness goals. The once solitary occasion, with our only means of motivation coming from 'Eye of the Tiger' playing viciously in our ears is a thing of the past. Consumers can now exercise with all 500 of their friends if they wish, exporting their exercise sessions onto social media networks. This new trend allows your friends' workout, complete with speed, distance and calories burnt to be tracked?and all without breaking a sweat! It is with the assistance of training apps such as Nike+ and Runkeeper that lone exercise becomes a group effort. At face value this could be perceived as simply another way to inundate your friends with daily updates, however, beneath the surface, it can act as an influential device. Aware that your friends are tracking your route and average speed, you're much more likely to run that extra mile that you may normally pass on. After all, nobody wants their failed attempt posted online for the world's viewing pleasure! This digital advance not only promotes exercise and its health benefits, but also markets the leisure industry. Fitness bragging aside, social media news feeds is a fantastic way for consumers to endorse specific leisure centres. Online followers implicitly absorb details about class timetables, facilities and other services the company offers, whereas spectators witness the positive physical and mental impact their gym membership has on their body, health and well-being. Here at Bigwave Media we launched our mobile app service almost a year ago and have since created a range of apps for leisure centres, complete with Content Management Systems (CMS) for real-time updates. To find out more about how mobile apps could benefit your business, please visit our [services page](/okf/page/home.md) or contact simonbeer@bigwave.co.uk --- ## How can brands use AI ethically in content creation? AI (artificial intelligence) has been around in the marketing space for a while now. It’s become more common than ever for brands to streamline their content creation processes by outsourcing some of their marketing manpower to programs like ChatGPT. But this practice raises important questions about the authenticity of content created partly by AI. Does it set you apart from the competition enough? Is it even your content anymore? And is there a way to boost content creation efficiency with AI without sacrificing your brand’s identity and integrity? **How common is it to use AI for marketing?** While including AI in content creation efforts may still be a bit taboo depending on who you ask, recent research by SurveyMonkey has found that [50% of marketers use AI to create content.](https://uk.surveymonkey.com/mp/ai-marketing-statistics/#:~:text=50%25%20create%20content%20using%20artificial%20intelligence%20(SurveyMonkey).) For something that only entered the mainstream in the last few years, it's rapidly become a core part of how many industries operate, and we can clearly see from the data that marketing is no exception. AI has shifted from a promising – if uncertain – new form of technology, to a valuable tool that’s earned its place as one of the most valuable tools a marketer can have. **Falling into the copy-paste trap** When the topic of AI being used in marketing comes up, it’s easy to interpret this as fully generating all content using AI, and copy-pasting it onto the relevant platforms without making a single edit. But this is where some brands go wrong. By creating your content by simply giving ChatGPT a prompt, and just using whatever it gives you, you’re allowing your brand to sound completely devoid of individuality. AI output rarely differs much from user to user, and certainly not enough for it to allow your content to have the unique voice that only you can give it. Not only that, but anybody who can spot the “tells” and recognise when text is AI-generated will automatically take your content less seriously. If they get the impression that what they’re reading was all generated by AI, they’re much less likely to trust what you're saying. Because it’s not coming from a person; it’s coming from a machine. **Where ethics come into play** This is where the question of ethics comes in. Is it right to outsource all marketing efforts to AI and expect people to engage? Why should anybody bother spending the time to read something, when it only took the author two seconds to copy and paste AI output onto their website? Marketing is all about give and take, after all. If you put effort into providing real value coming from real experiences and opinions, from a human voice, readers will happily take the time to listen. Furthermore, AI, by its very nature, can only generate output based on the data it’s trained on. This means that any text it generates for you, any image it creates, any content it produces, is all derived from existing material online. And in an industry where being unique and creative is key, this isn’t ideal. More questions can then be raised about to what extent it’s essentially “stealing” to completely generate content inevitably based on that belonging to others. **Ethical ways to use AI in marketing** That brings us to the ways that marketers can use AI in a more positive way that supports content creation instead of completely taking it over. While relying on AI to create all content for you is discouraged, what’s recommended is using it for: - Brainstorming - Formatting articles - Visualising concepts - Creating very rough early drafts - Rewording sentences These are all examples of AI use cases that have the software acting as your assistant, like a colleague to bounce ideas off, or to test concepts to see how they would look. Rather than outsourcing your imagination and talent to artificial intelligence, you’re using it as the marketing equivalent of a sparring partner. **Overcoming writer’s block** The biggest problem that AI can become a great cure for is *writer’s block.* Sometimes, your brain just doesn’t want to co-operate, and trying to put words onto a blank screen feels like the hardest thing in the world. That’s why an incredibly helpful task that AI can perform for you is plotting out the format and layout of your content or even scribbling up a rough early draft. Even if you’re not planning on keeping a single word of the content generated for you, it’s often a lot easier to completely change an existing article than write one from scratch. On days when your brainpower is running a little low, doing this can give you the jolt you need to get started, and help you over that first hurdle. The same applies to the wording of your content. If anything sounds a little wrong or doesn’t quite meet the tone or the punch you’re looking for, AI can be good at giving you alternatives to use. Sometimes the right sentence is on the tip of your tongue, and you need a tiny nudge to find it. **To sum up...** Where you can, avoid using AI to do all the thinking, writing, and creating for you. Use it to give you a boost, to test your ideas, and help you reach your full potential. The part of your brand that people will connect to is your individuality – your identity. Brands can’t have personality if they don’t have a real voice. And brands without a personality can be easily forgotten. Be authentic. Stand out. Be remembered. If you want marketing support that will give your brand a strong personality, provide valuable and entertaining content, and boost awareness and perception of your business, [we’d be happy to help](/okf/page/contact-us.md). *NB: AI was not used to write this article!* --- ## How can you become Facebook's Chief Marketing Officer? It’s been a rollercoaster year for the biggest global social media network and Forbes-rated fourth most valuable brand in the world. Amid mounting scandals, shifting algorithms and unprecedented user numbers, they’ve been CMO-less since January. But according to a LinkedIn job [post](https://www.linkedin.com/jobs/search/?currentJobId=784381959&f_C=10667&f_F=mrkt&f_L=us%3A0&locationId=OTHERS.worldwide&start=25) (now expired), they’ve finally opened up the floor for a brand new marketing kingpin to spearhead the operation once again. #### **Gary Briggs retires** In a fitting exit, Facebook CMO Gary Briggs, publicly hung up his hat through a status update: ![](https://bigwave.co.uk/wp-content/uploads/2024/03/fb.jpg)Gary is one of very few senior executives to have ever left Facebook. He has been instrumental in the growth of some of Facebook’s most notable innovations, including Facebook Live, ads, and fundamental changes to look and functionality of the site. The next big marketing brain will be faced with very different challenges - ones that will see them having to navigate their way through some of Facebook’s biggest trials yet, whilst working to boost brand reputation. One of their core tasks will be to maintain Facebook’s relationship with businesses and the public. #### **What will the ideal candidate look like?** Facebook is looking for someone to “build, manage and inspire its global marketing organization focused on its consumer business and overall company reputation”. The selected candidate must fit the following criteria: - 15+ years of consumer/tech experience – CMO or GM Experience (ideally experience partnering to build a high profile, large-scale consumer technology brand, one reliant on hardware & software innovation) - Experience with consumer aesthetic/instinct leading to distinct product positioning - Knowledge on how to guide a brand's reputation and experience in crisis management - Experience in building, executing and measuring data-driven marketing programs across online and traditional channels - Experience in the use of analytics tools and ROI metrics. Ideally a strategic thinker with strong tactical acumen - Proven track record delivering creative, integrated consumer demand and education programs (ATL and BTL) - Experience managing marketing budgets of US$500 million - BA or BS degree in Marketing, Business or related field (ideally an advanced degree) With 93 applications on LinkedIn alone, it’s safe to say competition is fierce! -- *If Facebook doesn’t sound like your forte, there are plenty of other marketing opportunities at Bigwave media. Take a look at our current vacancies [here](/okf/page/careers.md).* --- ## How great content can help build brand authority Building your brand authority doesn’t happen overnight. It’s a process that takes a lot of strategy and work, but the payoff at the end is definitely worth it. It’s worth mentioning that big corporations will probably have an easier time establishing strong brand authority than smaller companies, just because of how visible they are in the market. But this definitely doesn’t mean that you should be discouraged. Ongoing marketing efforts are needed to tell an authoritative brand story that identifies your brand values and builds trust in potential customers. Brand authority definitely comes into play when a potential customer is deciding between two companies, and it’s even more important with B2B, since those products/services tend to involve a higher cost. Here’s the thing: building brand authority doesn’t mean that you have to be the biggest or the flashiest, necessarily. It means that you need to use content and digital marketing strategies to your advantage. This blog will explore how businesses both large and small can use content to build great brand authority. ### **Why content?** One of the main reasons that you should focus on content to raise brand authority is Google’s E-A-T score. E-A-T is getting mentioned more and more on social media and amongst digital marketing experts. E-A-T is short for expertise, authoritativeness, and trustworthiness. Google uses these factors to work out how much it can trust your site and its content – essentially whether your website looks spammy or not. Think of E-A-T as a rating of credibility. The more trust you build with a good E-A-T score, the more likely Google is to show your site for relevant searches. Put another way, a good E-A-T score can make it more likely for your brand to be put in front of potential customers. Google’s main goal is to keep its users happy, including by giving them as good an experience as possible. This means that they want to display correct, clear, and concise information that quickly answers search intent. When people search for something, they want to get a relevant answer almost instantly. Google (and other search engines) are now so advanced and trusted that people will regularly turn to search engines to answer complex or significant questions relating to health, finance, and lifestyle. Now more than ever, Google needs to be sure that the information it is displaying is from a trusted source. This means E-A-T is one of the main things Google looks at when deciding how much to trust an author and their content. High-quality content not only puts you higher up SERPs and in front of potential customers, it’s also a great way to earn backlinks. Backlinks from other quality sites shows Google that other sites trust you, which in turn shows that you’re more authoritative. What’s more, content is very customer facing. Whether they’re looking at your website, newsletters, blogs, social media posts, or adverts, content is the first thing your customers see. Making your content good, interesting, and helpful is a great way of getting your customers to value what you’re saying – and to value your company. So, how can you use content to build your brand authority? ### **1. Work out your current brand authority level** The first step is to get a sense of how your brand is currently being perceived. Questions you can ask yourself include: • Have your branded searches increased or decreased? What search terms are people associating with your brand? What search terms are leading people to discover your brand? • How are your customers or leads finding out about your brand? Was it from content you put out? • Are you ever mentioned in the media? • Who are the current authorities in your market? What kind of content are they putting out? What search terms are they associated with? To find answers to these, you can type the phrases you wish you ranked for into Google and see who is ranking for those terms. If it’s not your brand, it might be competitors. You can sue this to see what your competitors are doing differently. If you search for your vertical, you can find the most popular social channels, publications, podcasts, and other channels visited by your target audience. Getting your content featured on these channels is a great way to build trust and authority amongst your potential customers. ### **2. Identify and answer your audience’s questions** If you answer your audience’s questions, they’ll trust your opinion and see you as an authority. This is a really simple way to increase your brand authority and get a good reputation amongst your target audience. To start this process, you need to know what questions your audience are asking. There are a few ways to do this: • You can use free online tools like Answer the Public and [BuzzSumo’s](https://buzzsumo.com/) Questions to show what people are asking based on different keywords. Type in keywords that are related to your brand/keywords you want to target and you will get a whole host of related, real searches. • You can delve deeply into keyword research to find problems or pain points for potential customers. • You can ask your sales team whether there are any frequently asked questions from potential and current customers. Is your content addressing these questions or pain points? Once you’ve worked out what kind of questions your audience is asking, you can start working on answering these questions clearly and concisely through your content. Building valuable and helpful on-site content helps build authority whilst also building more awareness for your brand. Great content can help you position yourself as an expert in your field. ### **3. Create high-quality content** So you now know what topics your audience wants to read about, but how do you make it authoritative? How do you make your audience trust your opinion? There’s a whole host of different factors that feed into how authoritative and trustworthy a piece of content seems. These include: • The use of original content that isn’t plagiarised from another brand or website • Backing up your content with external data which is more authoritative than opinion alone • Citing and linking to any external sources • No grammar or spelling errors • Subheadings and ease of scanning – this is a visual indication of knowledge and understanding of a topic • Well thought-out structure and navigation • Insight into exactly what readers will learn when they read the piece • Name and bio on blog posts to signpost expertise and experience • Responding to comments with supplementary information • Third-party validation for your content in the form of testimonials, reviews, or shares ### **Conclusion** Just putting more time and effort into your content marketing efforts is a big step in building more brand authority. Better content leads to a higher likelihood that your target audience will find your business, visit your website, read your opinion, view your products/services, and, above all, remember – and trust - your brand. What’s more, creating higher-quality content that directly addresses your audience’s questions makes it more likely that the Google algorithm will recognize your authority. This is because your E-A-T score will probably improve, as will your backlink portfolio. Your SERP ranking will probably improve from this. Building your brand authority through content marketing takes time, but becoming an authority will likely make other aspects of your marketing efforts easier and more successful. To find out how Bigwave can help you skyrocket your brand authority through content marketing, please [click here](https://www.bigwavemedia.co.uk/content-marketing-and-copyrighting.html). --- ## How Hootsuite can Transform your Business. Juggling social media channels can often be difficult, and establishing the line between an organised number of tabs open and a disorganised mess of tabs open can be even harder. [Hootsuite](https://hootsuite.com/en-gb/) eliminates these problems by supplying a system that can have all social media channels under one roof. We've summed up the best bits about the subscription based system and how it can transform your business to become more efficient. Hootsuite enables members to manage several social media/web sites on one stream including: - [Twitter](https://twitter.com/BigWaveMedia) - [Facebook](https://www.facebook.com/bigwavemedia) - [Google+](https://plus.google.com/113240989974710963251/posts?hl=en) - [Linkedin](https://www.linkedin.com/company/563214?trk=tyah&trkInfo=clickedVertical%3Acompany%2CclickedEntityId%3A563214%2Cidx%3A1-1-1%2CtarId%3A1443191675074%2Ctas%3Abig%20wa) - [Wordpress](https://wordpress.com/) - [Instagram](https://instagram.com/bigwaveagency/) There is also a feature which allows the user to add other channels such as [YouTube](https://www.youtube.com/channel/UCKVcWbDXC7yt3i36T8_i8pw), but this increases the monthly fee. In terms of content, Hootsuite enables users to schedule posts with no date restriction- you can currently post in 2019 if you wish! It also has a feature where you can schedule bulk tweets at once, which is much better than uploading each individual tweet. Using a Twitter account on Hootsuite has the biggest amount of benefits, not only can you bulk upload tweets, but you can add a stream of Keywords into your tab. For example, here at [Bigwave](http://bigwavemedia.co.uk/), we would have a stream with the word '[Bigwave](http://bigwavemedia.co.uk/)' and another for 'Marketing [Exeter](https://www.google.co.uk/search?q=exeter&oq=exeter&aqs=chrome..69i57j69i60l2j69i59j69i61j69i60.1177j0j7&sourceid=chrome&es_sm=93&ie=UTF-8)' to see whats happening outside our mentions. It is also possible to see individual page dashboards and users are able to retweet, favourite and reply to any tweets. One useful feature of this system is that it can give monthly analytics on how the pages have performed, incorporated into this is [Google analytics](http://www.google.com/analytics/) which can give some great insights into how your business is performing in terms of web. All-in-all, Hootsuite can transform your business by increasing the efficiency. Your businesses social media channels will be more in-sync and will enable you to spend more time on other project. Here at [Bigwave](http://bigwavemedia.co.uk/), we've been shouting about Hootsuite for years and have incorporated it into many of our services. If you would like to know more about how Hootsuite can benefit your business, feel free to contact us [here](http://www.bigwavemedia.co.uk/contact-us). --- ## How is social media impacting your customers' mental health? For years, there’s been a fierce debate raging over social media. Although social media has been part of our lives for a long time, campaigners have pointed out that the always-on platforms have a negative impact on mental health problems and body image. This presents a difficult situation for marketers and businesses. Since they are reliant on social media to form a connection with their target audience in the place of face to face conversations, how can brands use the platforms without promoting bad social media habits and contributing towards poor mental health? First of all, let’s explore the impact of social media on people’s mental health. ### **The link between social media and mental health** Of all the social networking sites, Facebook was found to be one of the most harmful. When users of social media spend hours a day seeing people and friends who they perceive to be happier, healthier, and leading better lives than themselves, then mental health can suffer massively. And since people are always connected via social media, there’s little respite from the feeling. In 2012, a diagnostic standard for harmful Facebook use was created. Known as the Bergen Facebook Addiction Scale (BFAS), this standard uses traditionally defined signs and symptoms of addiction to diagnose Facebook addiction. Young people are one of the groups most at risk of Facebook addiction, perhaps because they spend a lot of time on social media. They score highly on the BFAS standard and can show signs of depression, anxiety, and FOMO (fear of missing out). ### **The problem with FOMO** FOMO refers to [‘a pervasive apprehension that others might be having rewarding experiences from which one is absent’](https://www.sciencedirect.com/science/article/pii/S0747563213000800) and comes with a ‘desire to stay continually connected with what others are doing’. Social media allows us to constantly keep up to date with our friends’ activities, which can make people feel left out and anxious. In fact, FOMO has been linked to intensive social media use and can lead to lower mood and life satisfaction. ### **How to use social media to reach your customers responsibly** It’s not all doom and gloom. Ultimately, social media is a fantastic tool that has the power to bring people together in an instant. [Some research suggests](https://mental.jmir.org/2016/4/e50) that, as long as social interaction through these sites is positive, social media can reduce the risk of depression and anxiety in users. It’s important for marketers and business owners to consider whether their social media activity is contributing to the problem or erasing it. So, how can we use social media platforms to engage with audiences whilst minimising mental health implications? ### **Create a strong, secure, and safe community** 1. Build a space where your audience and customers can feel like they belong 2. Provide resources for support, such as crisis call centres or simply friendly sympathy 3. Don’t tolerate bullies 4. Think about how your post might affect your customer, such as how a female body might be perceived by a young female audience 5. Listen to your customers ### **How are other brands increasing their responsibility?** A few months ago, Instagram removed the like counters from some users’ photos. [The Head of Instagram, Adam Mosseri, explained](https://thenextweb.com/apps/2019/11/14/instagram-hidden-likes-global/): “The idea is to try to ‘depressurize’ Instagram, make it less of a competition and give people more space to focus on connecting with people that they love, things that inspire them.” Whilst reactions have been mixed, the general consensus is that Instagram’s move to ‘depressurise’ social media platforms will have a beneficial impact on mental health problems and public health as a whole. At Bigwave, we're experts in using social media in a way that's both responsible and effective. If you're looking for help reaching and engaging with your audience, check out our social media management services [here](/okf/page/social-media-management.md). --- ## How is voice search changing copywriting? It’s strange that Alexa and Siri feel like they’re an integral part of our lives, considering Siri was only launched in the relatively recent 2011. Even in such a short space of time, these virtual ladies have completely revolutionised the way we all find information, creating some real challenges for marketers and copywriters in the process. Voice search is becoming increasingly popular with people from all walks of life, from millennials to reformed technophobes. It’s a pretty great indicator of the popularity of something if your parents own and use it. Think of how many parents and grandparents use voice assistants on a regular basis. In fact, 55% of teenagers and 41% of adults conduct at least one voice search per day. Voice search is estimated to bump up to a huge 50% of all search queries online by 2020. That’s up from 20% in 2016. So, it’s clear people are searching for and accessing information differently now. But what does this mean for copywriters? ### **Why is voice search growing so quickly?** Google Trends shows that voice search queries have risen 35x since 2008. And those queries have really taken off since 2013. That’s pretty monumental. The huge rise in voice search is a product of three factors: - Searching with your voice is [3.7x faster](https://www.bruceclay.com/blog/learn-how-to-optimize-for-voice-search-now/) than typing - Voice search is great for mobile use - Voice search is incredibly convenient Being able to search for things easily, quickly, and whilst on the move is valuable to most people. Although we don’t want to admit it, people are a bit lazy. Personally, even having to type out “shopping centre near me” is too much of an effort. When you can simply speak your query, you feel like you’re saving time and effort whilst still receiving a specific answer to your search. This is very powerful as it allows people to search quickly and effectively for information. This affects SEO, and anything that affects SEO affects copywriting too. ### **Out with the old, in with the new** Cast your minds back with me to the ‘prehistoric’ time of the 2000s. Before the meteoric rise in virtual assistants and voice search (there’s a joke about meteors and prehistoric life there somewhere), back when people did things like type queries into Google, searches usually revolved around a small selection of keywords. For example, if you were really craving chocolate brownies, you might search “brownies near me.” But using Alexa, Siri, or Cortana, a typical search might be “What restaurants in Exeter have the best brownies?” This highlights the growing emphasis on a more human experience for consumers, even when using digital mediums. Most people treat their Alexa or Siri like a real person, with the vast majority using “please” and “thank you,” or even “sorry.” Is this just because our mums raised us well? Well, yes. But some of it is because you have a human-sounding voice giving the answers to your queries. It sounds like a conversation. This interaction encourages conversational search techniques, leading to longer and more specific searches. Rather than typing a few keywords into Google in the hope that they will give you the correct answer, voice search easily allows you to ask the exact question you want. ### **Taking a mobile first approach** Since voice search is so quick and convenient to use on the go, many consumers are using voice search on their mobile devices. So, if it wasn’t already important to make your content mobile-friendly, you certainly need to take smaller screens into consideration now. Some quick ways to optimise for mobiles include: • Shorter headlines (fewer than 7 words) • Shorter paragraphs (1 to 3 sentences) • Snappier formatting (subheadings, bullet points, etc) Not only will this make it easier for those who are actually using screens to digest your content, but it will also make it easily digestible (and easily found) by those using virtual assistants. When you ask Alexa whether apples are good for you, she’ll be much more likely to choose an answer that’s short and informative than to reel off a 1000 word blog post about the nutritional benefit of apples. And yes, the irony of me writing an in-depth blog post about voice search and recommending conciseness is not lost on me either. ### **So, how does this affect copywriting?** As is always the case with good copywriting, you need to make sure that your copywriting is geared towards consumer preferences and behaviours. As more and more often, people are searching for longer phrases that mirror natural speech, your copy should reflect this. Keep it short, conversational, and useful. It’s also better nowadays to create Q&A based content which contains a lot of long-tailed keywords. This means that your writing now needs to answer a direct question or problem. Theoretical blogs aren’t quite passé, but they might get less traffic than they got before. So, whilst they’re still a great piece of content, you do need to make sure that other pieces of content fulfil the voice search criteria. ### **But I don’t have the time to redo all my content!** Don’t panic. This doesn’t mean that you have to totally overhaul all your content, but you should probably go through all content and make sure that it fulfils this new need for in-depth, easily accessible answers. Want an easy way of achieving this? Change some of your content into questions. For example, say you have a blog with the title “Best Handbags in 2019.” Changing that title to something like “What are the best handbags that you can buy in 2019?” will make it much more searchable by voice assistants. As technology continues to evolve around us, copywriters will continue to evolve. With the more natural online experience that voice search offers, our copy can become more conversational, more useful, and more fun. In a time when more and more aspects of our lives are managed by machines, writing copy that sounds human has never been more important. Although I think it’s a shame that Alexa can’t show you funny dog pics yet. [Find out more about Bigwave media's Copywriting and Content Marketing services.](/okf/page/content-copyrighting.md) --- ## How social media influencers affect your life In recent years, the term "influencer" has become a part of our collective vocabulary, and rightfully so. These captivating personalities of the social media realm wield an extraordinary influence over our society, revolutionising our shopping habits, fashion choices, and the causes we champion. With their profound impact, influencers are actively reshaping our interactions with the world. ## How do social media influencers impact society? The ascent of influencers and social media stars has brought about a profound transformation in contemporary society. These individuals, with their substantial followings across various social platforms, yield an influence that carries both positive and negative ramifications for society at large. The impact of influencers on society is substantial, as they possess the ability to shape public opinion and mould perspectives. Through their platforms, they wield a remarkable capacity to endorse products, services, and causes, exerting a potent sway over consumer behaviour. Moreover, influencers can play a crucial role in raising awareness about significant issues and serve as conduits for delivering positive (or sometimes negative) messages and ideas. ## How do influencers influence us? Have you ever found yourself donating to a charity simply because a friend did? Or perhaps you've tried a new product solely because your favourite celebrity endorsed it? The reality is that most of us have been swayed to take certain actions by others at some point in our lives. This phenomenon is rooted in the psychology of influence, which forms the foundation of influencer marketing. While the concept of using influential individuals to promote products or services is not new, the way it is executed, and the type of influencers involved have undergone significant transformations. Today, influencer marketing employs highly personalised strategies, and influencers are more accessible than ever before. Given that customers place increasing trust in influencers, it's no wonder that this marketing technique has become mainstream and widely adopted. The key to its effectiveness lies in the psychology of influence itself. At its core, the psychology of influence revolves around the understanding that people can be influenced to take certain actions, often without even realising it. Influence operates on an unconscious level, subtly shaping our decisions and behaviours. People often desire to stand out from the crowd while simultaneously seeking a sense of belongingness. They find comfort in making choices that align with popular opinions or help them fit in with their peers. ## Why are social media influencers important for your company? Social media influencers have become invaluable marketing assets, providing a substantial boost to brand visibility, discoverability, SEO, and more. Their impact extends beyond promotional efforts, contributing to enhanced brand authority and reputation. However, choosing the right influencers is essential to avoid any potential damage to your brand's image and contractual complexities. An influencer's role in fostering trust with online consumers cannot be underestimated. According to a survey, 69% of consumers are more inclined to trust influencers, friends, or family members rather than information directly from the brand. The growing trend of influencer marketing is undeniable, with a staggering estimated worth of $16.4 billion in 2022, as reported by Oberto. This upsurge can be attributed to the increasing popularity of short videos on major social media platforms like Facebook, YouTube, and TikTok. Here are ten compelling ways that engaging influencers to market your products or services can impact your brand's growth: 1. Promotion without appearing overly promotional. 2. Improving discoverability. 3. Enhancing SEO 4. Expanding social media reach by tapping into influencers' engaged audiences. 5. Gaining valuable feedback and insights from influencers. 6. Elevating brand authority through association with credible social media accounts. 7. Establishing consumer trust and fostering loyalty through endorsements. 8. Amplifying the chances of your content going viral with influencers' broader reach. 9. Safeguarding your brand's reputation (with careful influencer selection). 10. Transforming your brand into a content-rich account. ## What are the negative effects of influencers on marketing? While capitalising on the potential of influencers thoughtfully and strategically can elevate brands' online presence and forge stronger connections with their target audience, there are also some challenges that brands need to be aware of. These challenges include: 1. Inauthenticity: Some influencers may endorse products they don't genuinely believe in, resulting in inauthentic content and a loss of trust with their audience. 2. Misleading Content: Influencers might exaggerate product benefits or make false claims to boost sales, which can mislead and potentially harm their audience. 3. Lack of Diversity: Influence marketing campaigns may perpetuate harmful stereotypes and fail to represent diverse voices and experiences. 4. Over-Reliance on Social media: Brands may overly rely on influencer marketing, neglecting other advertising and marketing channels, thus limiting their reach and effectiveness ## Why work with a social media marketing agency? Collaborating with a professional marketing agency becomes imperative to fully leverage the potential of influencer marketing and avoid potential pitfalls. By doing so, brands can benefit from expert guidance and ensure that their campaigns positively impact their business and brand. Here are some key ways in which marketing agencies can assist brands: 1. Selecting the Right Influencers: Choosing the right influencers is paramount for the success of any campaign. Marketing agencies can help identify influencers who genuinely align with the brand's values and products, ensuring authentic endorsements that resonate with the target audience. 2. Ensuring Transparency and Authenticity: Transparency is vital in influencer marketing to maintain trust with the audience. A marketing agency can ensure that all sponsored content is clearly labelled, avoiding any confusion about the promotional nature of the posts. This transparency, in turn, enhances the authenticity of the influencer campaign. 3. Promoting Diversity and Inclusion: Inclusive marketing campaigns are not only socially responsible but also resonate better with diverse audiences. A marketing agency can guide brands in crafting influencer campaigns that are sensitive to diverse perspectives, ensuring broader reach and positive brand sentiment. 4. Balancing Marketing Efforts: Integrating influencer marketing with other advertising channels can be challenging. Marketing agencies have the expertise to strike the right balance between influencer marketing and other promotional activities. This optimization maximizes the impact of the brand's overall marketing efforts. By leveraging the expertise of a marketing agency, brands can navigate the complexities of influencer marketing and the wider realm of social media marketing more effectively, yielding a positive and rewarding outcome for both the brand and its audience. If you would like to discuss how Bigwave marketing can help to elevate your [social media marketing](/okf/page/social-media-management.md) strategy, please don’t hesitate to get in contact. Alternatively, we also specialise in other forms of digital marketing as well as traditional marketing strategies and can help you plan, create, and measure successful marketing campaigns for your business and brand. --- ## How to create a social media 'persona' Social media removed the barrier between companies and customers. As its success continues to soar, so does its importance as a marketing tool. Recorded research shows that 83% of marketers consider social media to be important in the progression of their business. Furthermore, a staggering 74% of consumers rely on social networks to guide their purchasing decisions. Consequently, the 'persona' that your business develops on these platforms is becoming increasingly significant. Much like how we all adopt a heightened professional identity for ourselves within the working environment, it is crucial that this is replicated through a distinctive social media persona in order to stand out as a brand. Avoiding feeds of endless company news and coupons and begging followers to share or retweet their posts, companies with a successful social media persona are providing engaging, intimate content strategy. After all, this will attract a larger audience, increasing the likelihood of fulfilling your original goal and getting your messages being shared! Here are some key points to consider when using social media to market your business: Be positive It's that age old aphorism 'it's not just what you say, it's the way you say it', emphasising that content and tone go hand in hand. Keep the two of these positive. No one wants to read negative or slanderous updates focusing on where you feel your competitors are making mistakes, or where you believe changes could be made. It looks unprofessional and can diminish your online reputation. Discuss the endeavours of your company with optimism, or draw upon relevant news stories that are relevant to your business industry. Be relevant Ensure all your posts and updates are relevant to your business and audience. We all like a video of a panda doing cartwheel as much as the next person, but if you're trying to market a serious brand, this may not do you many favours. Keep up to date with influential names, as well as news stories and events that affect your company. This way you will be perceived as a progressive, reliable and knowledgeable brand. Be interesting This is partly to do with the nature of what you're posting, but also the format and presentation of content. To put it bluntly, don't post things that are boring; social media is quick, busy and constant. Your post could easily drown in the crowded stream of other posts, so you don't want to be posting something if it isn't going to grab the immediate attention of your audience. In terms of the format, do some research on your audiences' preferred type of content. Research shows that the ratio of views to share in terms of Facebook posts is 9:1, so take a look at the information your audience is sharing or retweeting. Is there a high volume of videos, or infographics, or articles? Take this on board when determining what you should post, because once you have shared something, the responsibility is passed to your audience to continue sharing in order to further promote your brand. Be helpful It is becoming increasingly common for customers to publically air praise (as well as criticism) through social media channels. They're easily accessible, and due to their public nature, consumers feel they are more likely to get an immediate response. Make sure you live up to this perception and aim to reply efficiently. This may be by rectifying any problems the customer is having, or simply thanking them for a kind post. Acknowledging such contact will assist in strengthening the reputation of your brand's social media reputation. Here at Bigwave Media we use social media as a way of engaging and informing our customers, as well as promoting the services we offer. For further information and guidance on how you can incorporate social media as a cost-effective way of targeting your audience, contact us or follow this [link](http://www.bigwavemedia.co.uk/social-media). --- ## How to engage with your target audience over the festive period in 140 characters Tweets are the building blocks of your communications and provide the power of saying more, with less. The right content and behaviour converts people into customers, and turns customers into advocates. However, with an average of over [500 million tweets sent each day](https://blog.twitter.com/2013/new-tweets-per-second-record-and-how), it is increasingly difficult to set your business apart from the competition. It also comes as no surprise that this heightens during the festive season, as the sea of promotions and giveaways picks up momentum. It may seem tempting to immediately send an influx of tweets, bombarding your consumer's Twitter feed, so they have no choice but to witness your campaigns. But before you get carried away, take one step back, and learn. Follow and observe businesses similar to yours and learn from their success stories, learn from the nature of tweets that create the most interaction, and finally, learn from their mistakes. This blog provides four useful tips on how to overcome this problem and increase your Christmas engagement in a simple 140 characters! **1. Find your voice** It's vital to relay your personality through your Tweets, so all aspects of your business work together to tell a story. Due to the informal environment, users respond best to friendly and conversational tone of voice. This may seem obvious in order to create interaction, although all too often, businesses feel the need to portray a corporate appeal and are overly formal on Twitter. The opportunity to humanize your brand is perfect for the Christmas period, as we all know that everyone is up for a bit of festive cheer! (Apart from all those Scrooges out there, of course). So, save 10 characters and add a Ho, Ho, Ho to the end of your tweet! **2. Respond, react & retweet** Your followers represent some of your most loyal, interested customers, so invest time and treat them accordingly. Reply when people tweet about you, favourite and retweet positive tweets and address any critical tweets. It's likely that your account will become busier over the Christmas period with seasonal marketing campaigns and increased product interest. All of these actions will help you build stronger relationships with your followers. **3. Tweet festive, shareable campaigns** People tend to retweet when they are entertained and inspired - so what better time than Christmas to create an entertaining Twitter campaign that inspires people to buy your product/service? The characters on Twitter can be limiting so why not contain links, photos and videos to express your content in greater detail. There are endless promotions that can incorporate all these ideas, such as marketing the 12 Days of Christmas with a chance to win discounts and vouchers each day. When this is successfully achieved, your creative tweet has the potential to travel to many prospective customers. **4. Take advantage of custom timetables** Twitter has recently introduced the feature of [custom timelines](http://blog.bigwavemedia.co.uk/content/2013/twitter-introduces-custom-timelines/). Organising a timeline with theme-specific tweets to share with your followers, will give your business the innovative edge. To put a festive spin on the timeline, why not gather a collection of tweets that refer to your Christmas campaign and build even more interest by sharing it with your followers. For example, John Lewis could create a custom timeline about their 2013 Christmas advert, showcasing what people are saying using the #BearandHare These four tips are just the beginning on how to increase engagement with your target audience over the festive period. If you would like more information on the [social media](http://www.bigwavemedia.co.uk/social-media) services we provide at Bigwave Media please contact --- ## How to get started with SEO Put simply, Search Engine Optimisation (SEO) is a technique which boosts your position on search engines in response to a search query. As users generally only visit sites on the first few pages of results, making sure that your website ranks highly is very important for increasing, and sustaining, web traffic. Search engines use a range of factors to analyse results and different search engines regard different things as most important. For instance, for Yahoo! And Bing, on-page keyword factors are of primary importance, whereas Google looks more closely at links and the age of the site. Here are some simple ways of ensuring your website is included: **1. Don't rely on design.** Search engines are text-driven: crawling the web looking at particular site items (mainly text) to get an idea what each website is about. Search engines often cannot 'see' images, Flash movies, JavaScript, frames, password-protected pages and directories, making content of paramount importance. **2. Choose keywords wisely.** 'Keywords' is the name given to the words and phrases typed into search engines when people are looking for relevant websites. Using the right keywords on your website is vital for effective SEO. The first step is to think of keywords that describe the content of your website. Think about what your audience is likely to search for; both single words and 2-3 word phrases. Although single keywords may appear more useful to include as they are searched for more often, your competitors are likely to be optimising their sites for these as well and single words are less likely to deliver customers who are interested in what you specifically have to offer. Look for longer phrases that closely match what your target market want, and where you have a competitive edge. **3. Make your site keyword rich.** Start with adding your keywords throughout your copy, aiming to achieve a good 'keyword density' for your target keywords. This doesn't mean including every keyword in every sentence. Ideally, you should choose between 5-10 keyword phrases. Each page of your website should use 3-5 of these phrases, which will be specific to that page. Trying to 'stuff' lots of keywords into the text will lead to poor quality copy and search engines may penalise you for trying to cheat the system. As all webpages are indexed, keywords should be used throughout your website. They should not just be in the body copy, but in URLs, Meta tags, page titles, navigation buttons, files, folders and links. This is a good way of getting repetition of keywords on your site without compromising the quality of the copy. **4. Use plenty of links.** Search engines, particularly Google, look for websites that have other websites linked to it. As a general rule, the more good-quality inbound links to a website, the more popular it looks, and therefore is more likely to appear on search engine rankings. Good inbound links also impact web traffic, by directing more visitors to your website. However, Google have recently released an update called 'Penguin', which has attempted to clamp down on sites posting links that have no relevance to their site in order to boost their search engine ranking. Therefore, it's more important than ever to build up quality links. There are several ways of doing this. You could have a links page on your website, and encourage reciprocal links from related sites - for example listing the websites of the other sites in your leisure trust, and having similar pages on their sites. Posting your press releases (with website link on) online is another way to build presence on search engines as it links your site to an 'authoritative' site, as well as adding further pages about your company which link to your site. Similarly, keeping a blog is a way of adding web presence and you can easily link between your blog and your website - boosting results for both sites. Social media is also very important when it comes to building links. Encourage your followers and friends to link to your site when they post. As far as possible, try to manage inbound links by suggesting what the other site has as their link text - this should be descriptive, rather than simply the name of your website. This will make it more attractive to both search engines and potential website visitors. **5. Monitor your traffic.** Use a tool such as Google Analytics to monitor how many visits your website gets. You can see what search terms have been used to reach your site, as well as the statistics for how many visits have come from links on other sites, as well as which sites they have come from (referral traffic). This can be very helpful in deciding which keywords work most effectively and which sites to focus linking with. **It's important to remember that the search engines are not your audience, your customers and members are. There's no point manipulating your website so it appears high in search results if the content is not relevant to what your audience is looking for.** These are very basic tips for improving SEO on your website - Bigwave Media offers a specialist SEO service to help businesses get the most out of their website. For more information contact Simon Beer @ --- ## How to grow your pool of potential customers with almost no effort Acquiring new customers is only getting harder, more time-consuming, and more expensive. In fact, the cost of acquiring new customers has increased by over 50% in the last five years alone. Many markets are becoming more competitive, marketing is becoming more expensive, and customers are becoming less trusting of brands. Whilst this might seem doom and gloom, there’s a good reason why companies shouldn’t give up just yet. Instead of being intimidated by the new challenges, it’s important to view these as an opportunity to work smarter – not harder. If you’re looking for a smart way to grow your pool of potential customers whilst reducing costs and increasing ROI, you might want to consider marketing automation. This blog will explore how you can use marketing automation to your advantage, effectively and easily growing your potential customer base and lowering the cost of acquiring new customers. What’s more, we’ll cover how to leverage your loyal customers to create new ones. ### Why is customer acquisition important? It goes without saying that customer acquisition is the lifeblood of businesses, regardless of size, age, or product. It allows your business to: 1. Make the money needed to cover manufacture costs, pay employees, and reinvest in growth 2. Show growth for investors, partners, and influencers In short, being able to continually attract and convert new customers keeps companies healthy and growing. ### Which channels can you use to increase your pool of potential customers? There are a whole host of different channel types that you could use, including paid, free, inbound, and outbound. #### Content Marketing Content marketing is a really effective customer acquisition method for any business. Feeding into SEO and brand identity, creating new, useful, and relevant content is one of the key ways to grab your audience’s attention and direct them to your website. For example, running a blog allows you to explore different topics, show off your industry knowledge, and build authority among your readers. Your audience can also engage with you beyond the original post, whether that’s through a graphic they can bookmark for later or share on social media, a question they can answer in the comments, or a call-to-action they can click. Not every business has the time or resources to write their own blogs, so a dedicated copywriting service might be the answer. You can also leverage gated content to encourage new potential customers to exchange their details with you. Ebooks, guides, and other types of gated content typically involve more in-depth, valuable content. To access this valuable content, readers must submit personal information like email addresses. This then gives you leads to follow up on or to feed into your email campaigns. Content marketing can be automated in several different ways. You can schedule blog posts to go out on specific days, you can automatically schedule email round-ups of your latest content pieces, or there’s even dedicated content marketing automation software that pulls your content straight onto your social media channels. #### Social Media Social media marketing has two branches: organic and paid. Organic social media is most useful for boosting brand awareness, developing a company personality, and sharing content you’ve published elsewhere (like from your blog or videos). There are around 3.8 billion active users on social media sites, so posting can seem a little like putting your message out into the void. However, having the right strategy is key to success. For example, if you’re targeting an audience of mostly men, Pinterest wouldn’t be the best place to start (only 15% of men use Pinterest). Targeting millennials would need posts on TikTok, Instagram, Facebook, and Snapchat. Organic social media posts can be automated to be posted at specific times on specific dates, as well as curating content for republishing, triaging routine customer queries, and producing analytics reports. Paid social media (sometimes called PPC or Paid Media) might be a better option for your business. Paying for social media advertisements and exposure almost guarantees that your content lands in front of your audience, without having to build up a network of loyal followers. PPC can also include paid search rankings, so don’t be fooled into thinking it’s purely social media focused. Sponsored posts on Facebook, Twitter, and Instagram deliver your content to the right people, but Facebook Lead Ads also let you gather customer information such as email addresses and names. This information can make the difference between a follower and a lead. PPC ads can be automated to adjust spend based on customer behaviour and optimize your ad copy based on data feeds, IF statements, and website copy. #### Search Marketing Organic search marketing (or search engine optimization/SEO) complements content marketing efforts by optimizing your content and making it easier for your target audience to find. When you Google something, you’re most likely to click on the first result you see. SEO aims to optimise content and website structure so your business’ website shows up high in the search engine results page (SERP). SEO is a popular customer acquisition method because it tends to be very cost-effective and gets results. In fact, SEO and organic growth have also been reported as the #1 inbound marketing priority for companies around the world. Although front-end SEO (optimising keywords and the content of your website) is possible to do in-house, it’s unlikely that you’ll have the resources to successfully manage technical or back-end SEO (optimising the technical structure of your website that allows search engines, crawlers, and bots to better understand and rank your website). Whilst it’s always best to leave SEO to the experts since the entire SEO process is far too complicated for all of it to be automated, there are certain aspects of SEO that can be. This includes researching keywords, monitoring performance, conducting site crawls, and analysing backlinks. #### Email Marketing Email marketing might seem old-fashioned, but it’s actually a highly effective way to stay in touch with your customers and promote quality content, product information, and any discounts or events. Email marketing is a personalised, direct line to your potential or current customer. Outside of direct sales, there’s no better acquisition tactic than email marketing that gets to the heart of the individual customer. Email automation software lets you create and schedule emails that are designed to engage, intrigue, and convert your leads. Automation software also gives you detailed reports on how many people opened and read it, clicked through to your website, sent it on to a friend, and purchased after the email. ### In conclusion Although customer acquisition might seem like a daunting task, it’s clear that the right channels, strategy, and tools can make the job almost easy. Mixing up and experimenting with different customer acquisition channels can help you learn more about your audience and introduce new tactics to your current strategy, whilst automation can free up time usually spent on laborious and repetitive tasks – leaving you to get on with running your business. You’ll be able to build an acquisition strategy so successful and agile, it will withstand ever-changing trends and deliver you new potential customers again and again. ### Share this content - [ Twitter ](#) - [ Facebook ](#) - [ Pinterest ](#) - [ LinkedIn ](#) - [ Email ](#) [Prev Post](/okf/article/will-ai-generated-content-replace-human-marketers-and-creatives.md) [Next Post](/okf/article/is-meta-still-an-ethical-and-responsible-marketing-option.md) [![Simon Beer and Tom Gozna with Real Living Wage logo](https://bigwave.co.uk/wp-content/uploads/2026/07/Bigwave-Real-Living-Wage-scaled-120x120.jpg)](/okf/article/real-living-wage-employer.md) ## [Bigwave Marketing becomes accredited Real Living Wage employer](/okf/article/real-living-wage-employer.md) By [BWMAdmin](https://bigwave.co.uk/author/bwmadmin/) [![2026 Google I/O – Impact on search engine marketing](https://bigwave.co.uk/wp-content/uploads/2024/03/Brighton-SEO-120x120.jpg)](/okf/article/2026-google-i-o-impact-on-search-engine-marketing.md) ## [2026 Google I/O – Impact on search engine marketing](/okf/article/2026-google-i-o-impact-on-search-engine-marketing.md) By [Tudor Rusmanica](https://bigwave.co.uk/author/tudor/) [![Digital Markets, Competition and Consumers Act (DMCCA): What Marketers Need to Know](https://bigwave.co.uk/wp-content/uploads/2026/05/Marketers-having-a-meeting-120x120.webp)](/okf/article/digital-markets-competition-and-consumers-act-dmcca-what-marketers-need-to-know.md) ## [Digital Markets, Competition and Consumers Act (DMCCA): What Marketers Need to Know](/okf/article/digital-markets-competition-and-consumers-act-dmcca-what-marketers-need-to-know.md) By [BWMAdmin](https://bigwave.co.uk/author/bwmadmin/) [![Man stretching halfpoint](https://bigwave.co.uk/wp-content/uploads/2026/03/OldGuyStretching-Halfpoint-scaled-120x120.jpg)](/okf/article/healthseekers.md) ## [Bigwave Marketing partners with GGFit to develop the HealthSeekers brand and national programmes](/okf/article/healthseekers.md) By [Simon Beer](https://bigwave.co.uk/author/simon/) [![Is Meta still an ethical and responsible marketing option?](https://bigwave.co.uk/wp-content/uploads/2026/02/Meta-Ethics-Blog-Image-120x120.webp)](/okf/article/is-meta-still-an-ethical-and-responsible-marketing-option.md) ## [Is Meta still an ethical and responsible marketing option?](/okf/article/is-meta-still-an-ethical-and-responsible-marketing-option.md) By [BWMAdmin](https://bigwave.co.uk/author/bwmadmin/) [![How can brands use AI ethically in content creation?](https://bigwave.co.uk/wp-content/uploads/2026/02/AI-Content-Creation-Blog-Image-120x120.webp)](/okf/article/how-can-brands-use-ai-ethically-in-content-creation.md) ## [How can brands use AI ethically in content creation?](/okf/article/how-can-brands-use-ai-ethically-in-content-creation.md) By [BWMAdmin](https://bigwave.co.uk/author/bwmadmin/) --- ## How to Improve Conversion Rates for Your PPC Campaign In our vast digital landscape, it can be incredibly hard to stand out amongst the crowd. Though you may already be using PPC campaigns in an attempt to outrank your competitors, a good conversion rate is hard to come by without proper research. The truth is – it often takes weeks or months of testing to achieve a notable and impactful PPC conversion rate. If you’re not sure where to turn, then look no further, let us give you the most useful tips in increasing your PPC conversion rate in this post. You can learn more about our PPC agency in Exeter [here](/okf/page/ppc-exeter.md). ## What is PPC? Ultimately, PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it's a way of buying visits to your site, rather than attempting to “earn” those visits organically. ## How can PPC help my business? When PPC ad campaigns are designed with a clear goal, this can improve brand awareness, generate leads and boost sales. PPC enables a business to extend their reach and achieve marketing goals easier. It is a tool used to align website traffic to your end goals, no matter what these may be. PPC supports many aspects of sales and advancing relationships with a wide audience from the initial awareness, to becoming a loyal customer. We have put together the top reasons why effective PPC can help your business: ### **PPC ads improve brand awareness** PPC advertising allows you to see how a user interacts with your campaign and retarget those people who haven’t yet converted. Google estimates that PPC has the power to help businesses [improve brand awareness](https://valveandmeter.com/pay-per-click-statistics/#:~:text=According%20to%20SocialMediaToday%2C%20more%20than,PPC%20ads%20just%20during%202017.&text=Google%20reports%20that%20search%20ads,remember%20your%20brand%20and%20interact.) by 80% and draw in new customers. Have an example - let’s assume you run a PPC campaign for a new beverage brand. A user clicks on your ad but doesn’t purchase the product. You can retarget that user with display ads across the web to keep yourself at the front of their mind. Retargeting is effective because you know that the user is already interested in your product. PPC, therefore, reminds the user of what they’re missing, thereby increasing the conversion rate. ### **PPC ads drive warm leads** Utilising PPC will ultimately help to increase your Lead Generation. Putting your brand in front of your customers, and also within their environment, helps to create a positive reputation. Before embarking on a [PPC campaign](https://leadgenera.com/knowledge-hub/marketing/launching-your-first-ppc-campaign/) you need to have a strategy. With that being said, these are the best PPC lead generation strategies: - **Audience** - PPC has been around for many years and is designed to capture your new audience. Focus on where that audience is, and what is going to engage them best. This will create a better conversion rate, and also encourage return on investment (ROI). - **Set up tracking** - Knowing where your budget is being spent and how much success you are having will only serve you better in the long run. From the data you can make informed changes which can better your overall campaign. Some of the ones you can consider are as follows: UTM Tracking, Dynamic Number Insertion (DNI) and Conversion Tracking. - **Target industry-related keywords** - Keywords are terms that search engine users type into Google so that they can find the information that they want. The best keywords for your PPC ads are the ones that are related to your services or products so that it’s easier for potential customers to find you. For example, if you’re a manufacturing company, you would want to use keywords like “textile manufacturing” or something along those lines. ### **PPC ads boost sales** PPC helps you to scale your business by reaching the 27% of users who are clicking on the [top search results](https://www.adido-digital.co.uk/blog/how-can-ppc-help-your-business/), increasing sales through raising brand awareness across a myriad of sites and platforms and allowing you to measure your return on investment (ROI) (which you can’t do easily with many traditional marketing methods). ## How PPC relates to conversion rates One of the most important factors in a PPC campaign is the conversion rate - the percentage of customers that perform the desired action, such as making a purchase after clicking on an ad. Your PPC Conversion Rate is therefore closely related to the amount of money you make from your ad. KPIs (key performance indicators) associated with conversion are key to assessing the effectiveness of your marketing campaigns. So, here comes the golden question: How exactly can you improve your conversion rates in your PPC campaigns? ### 1. Competitor Research Competitor analysis digs into your competitor's data to uncover their entire marketing strategy, from target audience to keyword selections, content topics, landing page quality and everything in between. Effective PPC strategies include creating a shortlist of competitor websites for benchmarking purposes. From this, you’ll be able to observe their traffic volume and sources in order to gain a sense of their backlink profile and overall performance. Within this strategy, you are required to identify your paid competition. This includes doing some solid research to figure out your true competitors. In addition, keywords are where you can unlock the secrets to gaining traffic. Therefore, finding a list of keywords that your competitors are bidding on can help you understand user intent and how your competitor is gaining advantage from it through their PPC strategy. ### 2. Improve your Google Ads quality score Quality Score is an important metric to improve on, not only is it a key indicator of your past PPC campaign performance, but it also predicts the performance of your future campaigns with its collected data. The higher the score, the more relevant and compelling your ad copy is when compared to other advertisers, and the lower cost-per-click (CPC). According to [Google](https://support.google.com/google-ads/answer/6167118?hl=en-GB), it’s calculated based on the combined performance of three components: 1. Expected click-through rate (CTR): The probability that your ad will be clicked on when shown. 2. Ad relevance: How closely your ad matches the intent behind a user's search. 3. Landing page experience: How relevant and useful your landing page is to people who click your ad. If any of these components has a status of ‘average’ or ‘below average’, then there is room to make improvements! **Here are a few ways to improve expected CTR:**- Review and edit your ad text to make your copy more compelling to your target audience. → Consider adding powerful call-to-actions (CTAs) with compelling words such as ‘Buy, Sell, Order, Sign Up, Try, Book, Get a Quote’ etc. → Emphasise your unique selling proposition. - Ensure that the details in your ad match the intent of your keywords and that they connect closely with all components. - Be more specific in your ad text and highlight any unique benefits of your product or service, such as free delivery. - Remove any underperforming ads if you have multiple ads in an ad group. ### 3. Keyword Research Another important aspect to look into is choosing the right keywords, which can improve both ad relevance and expected click-through rate. If your keyword receives a *Poor* score, your ads would have limited eligibility and reach less of your targeted audience when that keyword is used as a search query. **Here are a few pointers to consider when choosing the right keywords:**- ​​Only use sure keywords that are highly relevant to search queries. - Assign keyword match types accordingly. → Follow up on the performance of your ads and adjust your match types (broad, phrase or exact) according to collected data. - Include about 5-20 keywords. - Use long-tail keywords instead of single words. - Remove underperforming and irrelevant keywords. - Add more negative keywords to increase relevant exposure & improve ad rank. In today’s search marketing, user optimization is key, so we must look beyond keyword research and think about enhancing user experience as a whole concept to achieve! ### 4. Enhance User Experience Through understanding what queries your target audience looks for in search engines, you can better customise your ad content and landing pages to increase conversion rates and drive more traffic. One way of enhancing user experience is to make sure your ads and landing pages align closely. The ads should focus on the same offer so that users get what they expect when they click on your ad and go to your landing page. The ad should use similar language in both the ad and on your landing page, so it’s clear that the two are connected. So, for example, if an ad says “Buy running shoes now” it would be pointless taking users to a page where they can buy different types of running shoes. Hence, to make an effective conversion, users should land on a page that explicitly displays what the ad said - "Buy running shoes now". ### 5. Use A/B Testing A/B Testing is one of the best ways of improving the conversion rate of a website. To understand how A/B testing works, let’s take a look at an example: Imagine you have two different designs for a landing page and you want to know which one will perform better. A/B testing allows you to see how each landing page performs in metrics, such as traffic, clicks or conversions. If one performs better, you can then dig into why that is and it might inform the way you create landing pages in the future. Hence, A/B testing can optimise customer engagement and potentially encourage more conversions to take place! ### PPC Conversions wrap-up Understandably, this might all be quite daunting to someone who’s just starting out in PPC, it’s a tough nut to crack! If you need extra guidance and support on improving your campaigns, our doors are always open for a friendly chat. Our [team of PPC experts](/okf/page/ppc-exeter.md) are perfectly positioned to help you navigate through any problems or difficulty, so contact us today at . --- ***A collaborative piece written by Lucy Howe (Paid Media Junior) and Valerie Yuen (Paid Media Junior).*** --- ## How to link traditional media with new media, and why you should be doing it In our last blog post we spoke about how traditional media still has a place in an increasingly digital arena. However, it can often seem that the success of online marketing has made traditional methods almost redundant. Connecting with customers through social networks, email, mobile texts and apps is, when utilised correctly, far more cost effective than direct sales, print or TV advertising and gives consumers the opportunity to research the products and companies before committing to buy. And with 84% of the UK online, eMarketing grants access to an incredible audience. However, the marketing method that will drive the best results is entirely dependent on the target market. Lowest internet use is among those aged over 65, the widowed and disabled. These groups, along with the 52% of UK adults who do not regularly use the internet, typically respond better to traditional methods and many reportedly prefer receiving letters to emails. So many businesses are now exclusively online and it can be hard for 'bricks and mortar' companies to compete. While the classic methods are not yet obsolete, conventions are changing and it is important to understand and accept the benefits of web and social media marketing. Aside from the magnitude of an online audience, these resources provide an instant connection and constant communication and feedback with customers, allowing businesses to develop their strategy to maximise results. Features such as search engine optimisation and page ads on popular websites (i.e. Facebook, YouTube) are designed to enhance the marketing model and garner more traffic for the main business site. There are also a few techniques that use the traditional and digital media together. Although the popularity of QR codes has dwindled slightly recently, they are still an effective way of linking a website or social media profile to a poster or leaflet. Posting press releases in online news rooms and on your website increases links and content, both of which are key for successful search engine optimisation. The key is to develop a strategy that combines the old and the new, conducting market research to determine the approach that is best suited to the target audience. Including URLs for websites and social networks in traditional adverts, whether video or print, increases page views and customer conversions. TV advertising still retains a wide audience and, once produced, the same advert can also be used online. The recommended balance is 80% online and 20% traditional, but again this can be adjusted and will always be dependent on the market. The print and digital teams at Bigwave Media work closely together to ensure an integrated marketing strategy for our clients is planned and executed effectively. To find out more about our services please contact Simon Beer, . --- ## How to Pin on Point ![](https://bigwave.co.uk/wp-content/uploads/2024/03/Pinterest_logo_300x300.png)Pinterest is quickly becoming the fastest growing social media network, with over 16 million daily active users. So we hear you ask the question, how do I stand out in the sea of other pinners? People often take this virtual bulletin board to the extreme and go pinning mad, adding any content to their boards to ensure they feature new content. However, with a little care and attention you can make sure your pinning is on point with these essential steps: **1. Create Interesting Boards** Establish boards that focus on lifestyles, events, seasonal trends and wish lists. They are a perfect way to illustrate creative thinking, up to date content and the personality behind your brand. Travel Channel appeals to followers' sense of adventure with "Daily Escapes". Add all your boards to categories to ensure your pins will show up under category searches. **2. Use High Quality Images** Pinterest is all about the image. Invest a little time in creating a high-quality, visually appealing image to intrigue your audience; they are much more likely to take a look and repin! Think outside the box and share designed graphics as well as photos; infographics are a great source of visual, clear information. **3. Captions** An engaging caption that captures the alluring nature of the image will increase its sharability. Utilize the channels search function by including hashtags and keywords to widen your audience and consider search engine optimisation. **4.** Promote your Business Creatively Generate a call-to-action in your pins. Integrate online and offline strategies, promote competitions and drive traffic to your website. The potential of Pinterest has been reinforced as it is said to drive more referral traffic than YouTube, Google + or LinkedIn. ****5.** Research and Measure** It is important to track recent activity to measure the success of your current strategy. Discover the pins and boards that receive the best results and target your future pins similarly. Google Analytics will highlight any keyword searches or referral sources that drove traffic from Pinterest. Pinterest has recently introduced a new messaging feature that allows pinners to have a private conversation around an image. When someone sends you a pin, you can reply with a message and send a pin back. To find out how Pinterest can help your business' online presence or to chat about designing Pinterest content such as Infographics please give us a call us on 0845 643 2385 or complete our [contact form](http://bigwavemedia.co.uk/contact-us "Bigwave Media Contact Form") and we'll be in touch. --- ## How to save Rhinos – our fun journey so far Starting on the 30th July and running throughout the summer until the 9th October, a crash of rhinos has been invading the streets of Exeter and the English Riviera! The Great Big Rhino Project was created to raise awareness of the dramatic decline of the rhino population around the world and Bigwave media have been involved in a number of fun and creative activities to support it.Bigwave Media teamed up with Paignton Zoo and the Great Big Rhino Project to sponsor a rhino and have run a host of Rhino related activities to join in the fun. Here’s a roundup of our activity to date. **Design a Rhino**We love a team challenge, so for a staff training activity, we decided to task #TeamBigwave with producing a design for the rhino that we would sponsor. Before beginning our staff training collaboration, we learnt all about why and how the rhino has become so threatened. Pippa Craddock, Director of Marketing and Development at Paignton Zoo, visited us to explain that the rhino will not survive without massive and urgent action. There are only around 28,000 rhinos left inhabiting the world and this is primarily due to poaching – a rhino horn is now worth more than gold. So with the incentive to help the rhinos, #DontHackIt was born! Staff were split into teams, assigned a Rhino related name and tasked with creating a proposal – read the full story of the #DontHackIt project here! **Painting a Rhino**Once the idea of our Rhino was born, Faru needed to be brought to life. Graffiti artist Miss C was selected as our chosen artist and she set up camp in the Exeter Harlequin Shopping Centre, where the general public could watch the creation of Faru from a plain white sculpture, into a vibrant green, swirly patterned piece of art. **Rhino Procession**The Great Big Rhino Trail then launched with a procession on the 9th July 2016 through Exeter high street. A number of Bigwavers turned out to cheer them along and to look out for Faru. With all the rhino's looking their best and a huge crowd turnout, we're sure that artists felt like all their hard work had paid off! After the procession, all the rhinos took a little #[RhinoRoadTrip](https://twitter.com/hashtag/RhinoRoadTrip?src=hash) down to Paignton Zoo in the build up to the beginning of the Great Big Rhino Trail. **Launch, social and websites!**Since the launch of Faru, there have been many other events and activities to keep us all occupied. We’ve been out on the Great Big Rhino trail, we’re running competitions galore, have a dedicated Faru web presence and Faru has her own social channels. Faru now has her own web page. It includes all the important information especially that of the colouring in and find Faru competitions, info on where she is located and her social media information. **Competition** To promote Faru we have, not one, but two competitions. The ‘Find Faru’ competition requires you to find Faru on her webpage, those that find and click on her can then enter a special competition. Easy as that! The prize includes a family ticket to Paignton Zoo and a cuddly ‘Stella’ Rhino – who wouldn’t want that? If creativity is more your ‘thang’ then you can enter the colouring competition: ![](https://bigwave.co.uk/wp-content/uploads/2024/03/download.jpg)– simply download a colouring in sheet, put pen to paper and post it on Facebook or Twitter with the hashtag #FoundFaru. The winning entry will also receive a family ticket to Paignton Zoo and a cuddly ‘Stella’. Follow Finding Faru on [Twitter](https://twitter.com/findingfaru) and [Instagram](https://www.instagram.com/findingfaru/) – and if you are Exeter bound then don't forget to find Faru and show us your selfies, with the hashtags #[FindingFaru](https://twitter.com/search?src=typd&q=%23findingfaru) #[FoundFaru](https://twitter.com/search?q=%23foundfaru&src=typd)! --- ## How to search engine optimise your blog articles **Just why is** [**search engine optimisation**](/okf/page/seo-services.md) **so important for marketers?** When you optimise your blog posts or pages, you make your website more visible to people who are searching for keywords associated with your brand, product or service via search engines like Google. Having a blog is great for your website, especially because it allows your website to target what are called “**long tail keywords**”. **But first of all, what is a long tail keyword?** They are a highly targeted search phrase that contains 3 or more words. It usually contains a head term, which is a more generic search term 1 or 2 words in length. For example: Head term: Gym Long tail keywords: *Gym workout plan, gym performance clothing, gym workout dvd*![](https://bigwave.co.uk/wp-content/uploads/2024/03/twJ8dSE1KuXErdZAstvrGEcRhbYjgQBDEulBwIAiyZv8Xu7974GfC32oAAAAASUVORK5CYII)Targeting long tail keywords offers a variety of benefits: - Prospects are further down the sales funnel, which means visitors that land on your website from a long tail search term are more qualified, and are more likely to convert. - They are easier to rank for. For example: content targeting “gym workout plan” will receive more relevant traffic than content targeting the broad term “gym” and would be a lot easier to rank for. Long tail search is the most popular type of search – according to [SEOmoz](https://moz.com/beginners-guide-to-seo/keyword-research), it accounts for 70% of search traffic and with new developments in search engines powered by speech recognition software they will only get more important. **There are a few key principles to follow to ensure that your blog articles are written in a way that will maximise their SEO potential:****1. Focus on 1 topic per blog article**Optimising blog posts is **not** about including as many keywords in your post as possible. This will actually damage your SEO ranking as search engines will assume that you’re keyword stuffing (i.e., including as many keywords as possible with the sole purpose of gaining ranking in organic search). Using your keywords in your content in a way that doesn’t feel unnatural or forced will help your rankings and make for a more pleasant reading experience. This will also encourage the reader to return, as well as share your content on social media and link to it from their own websites, giving you the authority search engines like Google and Bing are looking for to rank your entire website higher. A good rule of thumb is to not to think as much about optimising the post, and more about the reader experience. This will help to keep the article more concise and with a clearer goal. **2. Use keywords in specific parts of your post:**Search engines take note of the prominence of keywords on the page. Adding keywords to specific elements of your page signals to search engines that those keywords are highly relevant to the page. For example: There is a major difference between having a keyword in the title tag or in the H1 tag of your page and one placed in the footer part of your website (or in a sidebar). a) **Title**The title or headline of your blog post will be the first port of call for search engines and readers alike in determining the relevancy of your content, so including a keyword here is vital. b) **Headers and body**Include your keywords throughout your article in a natural, reader-friendly way. Don’t go overboard at the risk of being penalised for keyword stuffing, as mentioned in point 1. When writing the content, your primary focus should be on what matters to the audience, not how many times you can include a keyword in the content. c) **URL**Search engines also look at your URL to figure out the subject matter of your post, and it’s one of the first things it’ll crawl on a page. Spend a bit of time cultivating the URL of your post to make it unique and relevant – make sure you include your keywords in it. d) **Meta description**Your meta description gives search engines and readers information about your blog post’s content – kind of like a blurb. Ensure you include your long-tail keyword so that search engines and your audience are clear on your posts content. **3. Use synonyms and variations**One of the biggest breakthroughs the search engine algorithms have had over recent years, is figuring out human language and how different words correlate with each other as well as a relevancy rating for them. This is called LSI (Latent Semantic Indexing). This allows search engines to calculate the relevancy, and in many cases the topic of the post, by taking into account the synonyms and associated keywords and terms. For example, if we do a search for the query **‘fitness plan’** we find the following: ![](https://www.bigwavemedia.co.uk/data:image/png;base64,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)Notice how the 4th result has no trace of the keyword **‘plan’,** but the keyword **‘routine’** is highlighted. Same goes for **‘fitness’** which does not appear in the 5th result but, again, contains the synonym ‘**workout**’. Search engines use sematic indexing correlations to determine the relevancy of a post as well as the topic and purpose of the page, rewarding pages that do this correctly. **4. Make sure your blog article is mobile-friendly**In 2015 [Google revealed](http://searchengineland.com/its-official-google-says-more-searches-now-on-mobile-than-on-desktop-220369) that searches on mobile devices have now surpassed those on desktop. Mobile will certainly have increased this gap since then, so ensuring that your website and blog page is compatible on mobile is key to keeping up with the competition. In particular, for the leisure industry, we have found that up to 70% of the website traffic comes through mobile devices: *![](https://www.bigwavemedia.co.uk/data:image/png;base64,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)**(actual leisure website visitor statistics)* **5. Optimise the meta description**As we mentioned before, the meta description is a short description of the link that appears on the SERP (search engine result page). This gives searchers information they need to determine whether or not your content is what they are looking for, and helps them to decide whether to click or not. **6. Optimise your images**Blogs shouldn’t only contain text – images can help to explain your content. However, search engines look for images with alt text as they can’t ‘see’ images the way humans can. The alt text tells the search engine what an image is about, which in turn helps those images to be found in search. Alt text also makes for a better user experience as it’ll display the image alt text when the image can’t be found. It also improves accessibility for people with poor vision who use screen readers. Adding keywords to your alt text isn’t perhaps as critical as the other points highlighted, but it is worth taking the time to change the name to something accurate and descriptive. **7. Don’t duplicate topic tags**Topic tags can help to organise your blog content, but if you use too many similar tags you may get penalised by search engines for having duplicate content. For example, topic tags like "gym," "gym workout," and "gym plan" are too similar to be used on the same post. Take some time to make sure that you are using topic tags that are important to your blog and aren’t too similar to each other. **8. Link internally to other content where possible**Linking to other web pages or blog articles on your website help to show search engines the validity or relevancy of your content. If you’ve written about a topic that’s mentioned in your blog post on another blog post, it’s advised to link to that page. Bigwave media has an amazing team of content writers, SEO experts and web wizards. Would you like us to help you make your blog pop? Check out our [website](/okf/page/web-design.md) or give us a call on 01392 492380. --- ## How to set social media goals for your business Social media is definitely not one of the most linear channels in the marketing mix, so it’s easy to see why many businesses across the world struggle to pin-point what they actually want to get out of their social media marketing. With that being said, if your business falls into this category, then keep scrolling as we have outlined a few key ways of highlighting specific goals plus how to measure them. #### So, why should you set goals? Like anything in marketing, you want to grow your business through various channels, and by setting goals, you can aim for a determined outcome – making growth easier to visualise. Social media marketing is no different. Here are a few reasons why you may want to start setting those social media goals: **1. Keep check of your wallet** With goals in place, you can see what you need to spend in order to achieve those targets. **2. You can’t ignore the data** Goals make you pay attention to the nuances and trends. This will then allow you to improve your social media strategy. **3. You are made accountable** Whether you’re working for an agency or in-house, there is growing pressure (and need) to show return on investment (ROI). When you have social media goals, you will be focused on achieving them, therefore your ROI will be greater, keeping your boss or clients happy. #### **What goals should your business set?** The top social media goals that you may want to consider are below: - Web traffic - Brand awareness - Sales/leads - Follower growth - Audience engagement Usually, the most appealing one on that list is to improve sales and lead generation through social media. However, depending on your business, you may want to increase other areas – and as you can image, some are easier than others. #### **Okay, so how do we set these goals?** The most effective way to set your social media goals is through SMART. Yep, you’ve probably heard that phrase a million times, but what does it stand for? - Specific: Goals should be clear - Measurable: You should be able to measure your goals, so you need to have clear metrics - Achievable: With your current resources, can you achieve your goals - Realistic: It’s important to be realistic - Time: You will need a timeframe for your goals, therefore you can be held accountable #### **Pick a KPI or metric** Now you’ve used SMART and have identified a specific goal, you need to find the perfect metric to measure. For example, if you chose to focus on audience engagement, you will then have to measure the reactions/likes, comments, shares etc. If you chose to grow your following, the key metric will of course be the follower growth. So, let’s take the audience engagement goal as an example and pair that with the SMART technique: - Specific: Increase engagement - Measurable: Increase engagement by at least 100% - Achievable: Yes - Realistic: Run engagement campaigns and increase consistency of content to achieve. - Time: Within the next quarter Now, with a clear goal and metric in place, you then have to implement your strategy and measure your performance. #### **Track your progress** As mentioned, having goals keeps you accountable, so you will need to keep track of your performance through a reporting tool. There are many social media platforms available, such as Sprout Social, Hootsuite, and Buffer. With a reporting tool in place, you will clearly see your growth month-on-month, allowing you to change your strategy as needed. --- ## How to tell a compelling brand story What do Ben & Jerry’s, Nike, and Peloton have in common? They’re all brand names that immediately conjure vivid and powerful images of who they are and what they stand for. Perhaps because of this, these brands have passionate audiences that buy their products again and again. But how have they achieved this? Part of the success of these companies is that they have a genuine – and clear - brand story. A brand story is designed to present the history, purpose, and values of your business in a way that resonates with your target audience. The benefit of a strong brand story is that your audience feels emotionally connected to your brand and is more likely to want to buy from you. So, how do you create a story like this for your brand? It isn’t necessarily a quick task, but we’ve put together 5 steps to creating a powerful and compelling brand story. 1. **Know who you are and what you stand for** This is arguably the most important facet of creating a great brand story. What do you believe as an organization? What are your over-arching and unchanging brand values? What’s unique about your offering? What does your brand’s voice sound like? Putting a consistent and recognisable brand story out into the world is vital, so getting these questions straight is important. You need to what you stand for, what your customers or clients really need from you, and what key messages you want to send out. To do this, you might: - Listen to customers, prospects, and employees about what motivates them to buy from your brand – or your competitors. - Keep an eye on what your competition is doing and any new marketplace trends. - Collate this information into a one-pager about who you are and what you stand for. 2. **Have a clear vision** Once you’ve worked out who you are as a brand, the next step is to stay consistent and have a clear vision. Putting out several different versions of a brand story won’t bring any benefit to your company. You need to put out one unified message – and keep putting it out there. This is still true if your business changes or evolves, and these changes should be tied in neatly to your brand story. What makes your business, service, or product unique is most likely still true, so make sure to keep showing your customers that. One easy way to make sure that your brand is staying consistent is to create a vision statement. A vision statement can be simply a short description of your brand, your values, and your plans for the future. If and when you’re considering launching new campaigns or exploring new business opportunities, you can refer back to your vision statement to make sure your brand story is staying consistent. 3. **Find your perfect audience** You can have a fantastic story, but it’s not going to do anything if you haven’t got an audience to tell it to. Therefore, it’s really important to identify and target your ideal audience of potential customers when putting out your brand story. The key is to pick the right demographic for your brand and then work out its motivations, fears, needs, wants, and dreams. Looking at past creative messaging might help with this, as you might be able to see from the data what resonates best with your audience. How are consumers engaging with your brand? Did certain creative messaging lead to an uptick in website visits or sales? Are more people searching for you? Also, don’t be afraid to change your campaigns to find a wider audience. For example, Peloton is known to be expensive but great quality. They already enjoyed a cult-like audience but had to fine-tune its brand story and creative messaging recently to help appeal to a wider audience segment. They targeted those who might be less affluent but were still willing to make a big purchase for a convenient fitness option at home. This has resulted in huge growth for the company. 4. **Find your signature story** A brand’s signature story could be a standalone story or multiple stories that are part of a broader narrative. For example, your brand’s story might be that of your founder(s) and their groundbreaking approach, such as Ben & Jerry’s brand story. However, a collection of mini-stories can work just as well. These can recreate real-life experiences of customers, workers, providers, and others to tell a story that adds to the whole brand narrative. 5. **Keep it simple** Don’t worry about trying to craft the perfect brand story, just be true to your actual story. Telling your real-life experience in a credible and effective way may do wonders for both your brand image and your sales. Your story should: - Be concise and simple - Be true - Incite emotion - Show how your products solve customers’ pain points - Be a continuous and growing project, not just an end point **In conclusion: your brand story should be your keystone**A clearly-defined brand story should be at the heart of everything you do. Without a brand story, brand messaging and marketing content can be vague, confusing, and inconsistent. The ultimate goal is to make the story itself a core part of your corporate identity. Instead of confining your story to your website’s “About Us” page, you should let it permeate through every piece of content, social media post, paid advertisement, promotional message, email outreach, interview, and conversation with a customer. With each connection, you have a real chance to increase brand value and -importantly- brand loyalty. To find out how Bigwave can help you create and execute the perfect brand story, [please get in touch with our branding experts today](/okf/page/branding.md). --- ## How to use live video in content marketing On Friday, September 28th, at approximately 5:30 am you could’ve found me tiredly stumbling into my co-worker’s car, as we began our four-hour journey from Exeter to Brighton. Brighton SEO, Brighton’s huge, twice-yearly search marketing conference and training event, our eventual destination. There’s a lapse in my memory shortly after entering the vehicle and setting off on our advertising adventure, it could be something to do with the three-hour nap that I promptly took upon getting sufficiently comfy in my seat. Nevertheless, and thankfully so, the escapades at Brighton SEO were much more memorable and infinitely more insightful. The particular episode of Brighton SEO September 2018 that I want to focus on is Kaizen’s ‘How to Use Live Video in Content Marketing’ presentation, delivered by Kaizen’s Head of Creative, Bobbi Brant. Over the course of forty slides, Brant delivered a fascinating look at the benefits of utilising live video in content marketing. Throughout the duration of this blog, I intend to share with you my main takeaways and most informative insights from Brant’s presentation. Read on and you’ll be live video marketing in no time at all. Did you know that 80% of people would rather watch live video from a brand rather than reading a blog? Factoids like this does beg the question of why I’m bothering to write this blog post at all, however, I digress. Nevertheless, it highlights the powerful influence that live video marketing has and eludes to the popularity that the marketing tool holds. Moreover, Brant elaborated upon this statistic, providing two excellent examples of live-video marketing from companies such as Red Bull, and IPs (independent properties) such as the popular mobile game, Clash Royale, both of which raked in millions upon millions of views. Additionally, one of the greatest strengths of live video marketing is the potential reach that comes alongside it. There is a wide breadth of live video platforms to make use of. From Periscope and Facebook, to YouTube and Instagram, the vast amount of people that you can hypothetically reach with live video marketing is truly staggering. However, which platform you decide to utilise depends entirely upon which platform works best for the brand that you are advertising. Remember to bear this in mind. Furthermore, when you consider the huge variety of forms which live video marketing can take, it’s easy to understand why the marketing tool is so popular. Competitions, AMAs (Ask Me Anything) and interviews are among my personal favourite and each have their unique advantages. For instance, AMAs provide a forum in which to directly engage with your target audience and react to their questions and queries in a more intimate and personal manner. Brant suggests for example, that audiences are 87% more likely to watch online videos rather than traditional television if they are provided with behind the scenes content. Live video of all types is the ideal tool in which to cater to the wants and needs of your audience and more specifically, provide that inside look that they crave. Likewise, live video marketing is also very easy to create and distribute, further heightening its usefulness and popularity among marketers. This, in conjunction with the fact that its relatively inexpensive and results in first-rate supporting content for social campaigns, means that there are absolutely no excuses for why you aren’t engaging in live video content marketing yourself! Before concluding this blog post, I’d like to leave you all with several special suggestions from Brant’s presentation that’ll no doubt benefit you in all your live video marketing endeavours: #### **PROMOTION** When organising a live video on any platform, it’s always a great idea to promote the video before, during and after the event. Not only will this help with general brand awareness, but it will also drive additional viewers to your content. Don’t be shy, make sure you share, we’re all friends here. #### **‘WE’LL DO IT LIVE!’** When preparing to produce a live video, don’t rely on any sort of script. The imperfections and humorous mishaps are part of what make the video enjoyable, simply brush it off. That being said, it is wise to be prepared beforehand. Plan sections or topics that you want to cover in your video to make sure you don’t wander too far off track. #### **TIMING IS EVERYTHING** Similarly, try not to have set timings in your videos. Sections are fine but attempt to let the conversation flow naturally and conclude organically. #### **MANY HANDS** Don’t be afraid to ask for help in the production of your live videos. It’s worthwhile having a buddy on hand to assist in case anything goes terribly wrong or to prompt you in the right direction should you become utterly stumped by a question. #### **FOLLOW UP** It’s additionally important to have a follow up plan after your live video event. Share your archived live video on social media platforms and remind your audience and those who might have missed it originally, to check it out. The more people you can drive to your video, even after the fact, the better. #### **QUALITY OVER QUANTITY** Brant highlights that 90% of Facebook Live viewers say video quality is the most important aspect. With this in mind, make sure that your video quality is high-grade or else viewers will undoubtedly be turned away from your video. --- ## How to use Memes for Business. A [meme](https://en.wikipedia.org/wiki/Internet_meme) is defined as an idea, behaviour or style that spreads from person to person within a culture. With that definition alone- wouldn't you want to have business based memes? Here at [Bigwave](http://bigwavemedia.co.uk/), we believe in businesses creating memes based on their services. So we thought we would write a blog post explaining what a meme is and how it can affect your business. A meme is generically a photo with a word or phrase incorporated onto the image. There are several different angles that your business can take on creating memes, the most popular theme on social media is humour. This is usually witty comments with an amusing image which, if created correctly, has the ability to spread like wildfire over the internet. Although these types of memes are popular, they probably wouldn't be most suited to your business. This is because these types of memes usual have a dry sense of humour, which means it will be highly likely to offend- no one wants to offend their customers. Another type of meme is Inspirational memes, this could include inspirational quotes which will obviously inspire the user and could lead to the user purchasing your product/service. Everybody loves a good fact, and creating them in meme format is even better! The use of imagery is like gold dust on social media and using memes is a fantastic way to illuminate your business. Especially when timelines are swamped with other businesses trying to get themselves known. Here at [Bigwave](http://bigwavemedia.co.uk/), we offer the design and creation of memes to suit your business. Below are a few examples that we've created for some of our clients. They include inspirational memes, fitness memes and pun related memes: The main benefit of memes are that they spread awareness of your brand on all social media channels. Memes are also relatively cheap to set up, with the design of the meme being the only cost. Which, unlike [Facebook](https://www.facebook.com/bigwavemedia?fref=ts) ads- if your meme creates a wide interest and engagement then you won't have to pay per click. Which could be classed as one of the cheapest marketing methods. Memes also allow your business to stay relevant on social media, it's often difficult to update your website to relevant trends. However memes are an efficient and low cost way to stay relevant to your consumers. [Bigwave media](http://www.bigwavemedia.co.uk/index.php) is a creative marketing agency working with clients across the UK, all images used in this blog have been designed and created by Bigwave. To discuss the design and creation of memes that we can help you develop, please contact us on 0845 643 2385 or complete our [contact form](http://www.bigwavemedia.co.uk/contact-us). --- ## How to use National Fitness Day to your Advantage. [ukactive](http://www.ukactive.com/) unveiled plans to make [National Fitness Day](http://www.nationalfitnessday.com/about/) bigger and better than ever this year! Taking place on the 9th September 2015, this is set to become the most active day of the year and you can get on board. To help you get fully equipped ahead of this date, here are 4 key areas to focus on: **Engagement** Engagement is one of the essential factors to increase facility usage around [National Fitness Day](http://www.nationalfitnessday.com/about/), engagement reinforces your brand? who wouldn't want to do this? Engage is the key word here: you need to listen to your audience as much as you talk. Create a personal experience for them, no one wants to talk to a robot. Interacting with people creates the foundations of loyalty, you could persuade the audience as to why they should pick your service over competitors. Replying to posts show how much you value your customers and potential customers. Put it this way, if you were stuck between two businesses and one business engaged over Facebook and Twitter with you and the other one didn't - what business would you pick? We thought so! In regards to [National Fitness Day](http://www.nationalfitnessday.com/about/), creating Polls on Facebook around the topic such as 'What are you getting involved with on National Fitness Day?' shows people that you value their opinion. Social media can showcase your business, writing a simple Facebook post explaining what you can offer is both time efficient and convenient for your audience. Generating tweets and using the hashtag [\#NationalFitnessDay](https://twitter.com/search?q=%23nationalfitnessday&src=typd) will make the tweets trackable and would reach a wider audience. The Hashtag will become particularly useful on the day of the event, especially if the hashtag becomes a trend. Tweeting about a trend will engage a wider audience as they would be searching up the hashtag and your tweet would appear. **Offers** Offers and promotions can entice new and current customers to your business- people love a bargain! [National Fitness Day](http://www.nationalfitnessday.com/about/) is no exception, by offering a promotion of 'bring a friend for free' or 'open day' for a small price of just signing up. The customer will not think anything of it, however you now have a new database of potential customers that have interest in the facility. From this database you can deliver more promotions to persuade them to sign. All of this said, the vital tip is to make sure that your facility is prepared for the influx of new customers. If you predict that the event will be popular, then think about potential options of spreading the event over two days or just offering promotions to current customers. **Blog posts** Blog posts are not typically accessible by just stumbling across them, the person has to be actively looking around the subject area for it to appear on their screen. Therefore Blog posts allow you to go into more detail of your content, whereas Facebook and Twitter are just there to entice the customer to their page. Linking your blog post to every relevant social media post can also increase the traffic to your website. We recommend that you explain in full what you are doing on the day and how to get involved, this allows all the information to be on one page for the customer. Here at [Bigwave](http://www.bigwavemedia.co.uk/) we wish you the best of luck with [National Fitness Day.](http://www.nationalfitnessday.com/about/) [![](https://www.bigwavemedia.co.uk/http://blog.bigwavemedia.co.uk/wp-content/uploads/2015/06/nfd31.png "nfd3")](http://blog.bigwavemedia.co.uk/wp-content/uploads/2015/06/nfd31.png)[Bigwave media](http://www.bigwavemedia.co.uk/) is a creative marketing agency working with clients across the UK. To discuss campaign ideas that we can help you develop, please contact us on 0845 643 2385 or complete our [contact form](http://www.bigwavemedia.co.uk/contact-us). [![1610903_974735615912309_6595546097547026826_n-300x300.jpg](https://www.bigwavemedia.co.uk/%5B%5Bphpthumbof?%20&input=%60/assets/uploads/gallery/1610903_974735615912309_6595546097547026826_n_300x300.jpg%60%20&options=%60w=250%60%5D%5D)](/wp-content/uploads/2019/08/1610903_974735615912309_6595546097547026826_n_300x300.jpg "1610903_974735615912309_6595546097547026826_n-300x300.jpg")[![PPC-Image-4-300x249.jpg](https://www.bigwavemedia.co.uk/%5B%5Bphpthumbof?%20&input=%60/assets/uploads/gallery/PPC_Image_4_300x249.jpg%60%20&options=%60w=250%60%5D%5D)](/wp-content/uploads/2019/08/PPC_Image_4_300x249.jpg "PPC-Image-4-300x249.jpg")[![478059437-300x212.jpg](https://www.bigwavemedia.co.uk/%5B%5Bphpthumbof?%20&input=%60/assets/uploads/gallery/478059437_300x212.jpg%60%20&options=%60w=250%60%5D%5D)](/wp-content/uploads/2019/08/478059437_300x212.jpg "478059437-300x212.jpg")[![454962529-300x200.jpg](https://www.bigwavemedia.co.uk/%5B%5Bphpthumbof?%20&input=%60/assets/uploads/gallery/454962529_300x200.jpg%60%20&options=%60w=250%60%5D%5D)](/wp-content/uploads/2019/08/454962529_300x200.jpg "454962529-300x200.jpg")[![69111-May-memes-300x300.jpg](https://www.bigwavemedia.co.uk/%5B%5Bphpthumbof?%20&input=%60/assets/uploads/gallery/69111_May_memes_300x300.jpg%60%20&options=%60w=250%60%5D%5D)](/wp-content/uploads/2019/08/69111_May_memes_300x300.jpg "69111-May-memes-300x300.jpg") --- ## How to use Twitter Events to Engage With events becoming worldwide trends and social media being the new way to find out breaking news, it's no wonder why twitter have introduced Event Targeting into their Twitter ads. Much like [TV targeting](https://biz.twitter.com/tv-targeting), events targeting allows businesses to advertise their products/services based on any event. As Twitter is a go-to for users to voice their opinion on certain events and trends, this new type of advertising enables businesses to interact with customers on a relevant subject matter that they are interested in. Event Targeting has three main sections, Event Calendar, Event Insights and Event Activation; **Event Calendar** ![](https://bigwave.co.uk/wp-content/uploads/2024/03/event_calendar_1024x790.png)Image: blog.twitter.com The new event calendar includes all the up and coming events all across the world for the next couple of months. These are spilt into sections such as Sports, Entertainment, Holidays etc., from the list of events, businesses can plan which events they can tailor to their business to advertise. The calendar can be segmented into location, by further targeting your audience, there will be a lower possibility that someone in America will engage with your UK business. If Twitter didn't include this further targeting then this new feature could cost your business money as it is very unlikely that someone in America is going to come to the UK for a round of golf! Use more regional location targeting and you are going to get the best reach for your pound. **Event Insights** ![](https://bigwave.co.uk/wp-content/uploads/2024/03/event_insights.png)Image: blog.twitter.com Event Insights include statistics from the previous year's events, which means that businesses can compare the characteristics of the people who tweeted about the event. This includes the total reach of the event, the device breakdown and the tweets that gained most engagement. By basing your targeting to last year's event statistics, it's more than likely that your tweets will gain more engagement than usual. However, as it is new, Twitter won't be able to supply the statistics from all of last year's events. Nevertheless, as this analytics becomes more developed, businesses will be able to target based on last year's results. This would be useful as the businesses could look at the statistics such as [The PGA Championship 2014](http://www.pga.com/pgachampionship/scoring/leaderboard) which 63% of engagement was made by male. Businesses could target this by targeting males for a golf or sport promotion. **Event Activation** ![](https://bigwave.co.uk/wp-content/uploads/2024/03/image_5_1024x667.png)Image: blog.twitter.com The final step in creating the new campaign is to set up who you're going to target, businesses can target people for more followers, tweet engagement, leads on twitter, website clicks and app installs. Twitter have also made it possible to target users via location, this includes postcodes, regions and countries. This way you are targeting exactly who you want to target without an excess amount of people that are not interested in your product/service. Businesses can also target people who follow certain people, for example, a Golf Club based in Exeter can target people in Exeter, who follow [Rory Mcllroy](https://en.wikipedia.org/wiki/Rory_McIlroy) and [Justin Rose](https://en.wikipedia.org/wiki/Justin_Rose) that are tweeting about the PGA Championship. Another segment is interests and behaviours, the business can target people based on their behaviours on twitter. Going back to the example about an Exeter Golf Club, they can target sportsmen or people that behaviours show a healthy and fit lifestyle. Twitter can also target demographics and occupations of Twitter users such as people in education, employment, retired, business travellers etc. **Success** With Event targeting only being published over the last few months, there has been an incredible success around the targeting. For example [Mindshare UK](http://www.mindshareworld.com/uk/) used the [Wimbledon 2015](http://www.wimbledon.com/index.html) event for their clients and found that engagement increased from 73% to 110% when compared to traditional targeting settings. With this success, and a low cost per engagement, there's no reason not to try Event Targeting. Here at [Bigwave](http://bigwavemedia.co.uk/) we are excited to see what Event Targeting can bring to your business. To discuss campaign ideas that we can help you develop, please contact us on 0845 643 2385 or complete our [contact form.](http://bigwavemedia.co.uk/contact-us) --- ## How to win at networking in 10 minutes --- ![](https://bigwave.co.uk/wp-content/uploads/2024/03/Amelia.png) Our SEO Executive, Amelia Hall, is a self-professed theatre nerd, bookworm, and dog lover. When she’s not in the office, you can find her treading the boards in Exeter as part of a local light opera group. Or gravitating towards the nearest dog. --- It’s indisputable. Networking is hard. Whether you’re a seasoned schmoozer or a shrinking violet, trying to make genuine, useful connections with a room full of strangers can be a daunting task. Don’t worry, #TeamBigWave has got you covered. Here are 10 business networking basics you can learn so quickly, you could be a networking pro in just a few minutes. ### **Ditch the pitch** Hold your horses. Networking is all about making and kindling new relationships, not just blindly telling everyone who will listen and exchange business cards why you’re the bee’s knees. Take the time to connect on a personal level with a handful of key people. If you can get to know them a bit and can succinctly talk about what you do, they’ll soon think you’re the bee’s knees anyway. Having said this… ### **Prepare a quirky 5-minute introduction** Now, this is not a speech that you give to everyone you meet. But some networking events ask everyone in the room to give a short introduction of themselves. Putting some prep work into this and making it fun and quirky will make your introduction memorable. And it always helps if the people you are trying to network with remember your name. ### **Listen more** You may be nervous. You may be excited. Neither is an excuse to act as a verbal steamroller when you’re meeting a new person. It’s ok to talk less. Actively listen to your new connection – and look like you’re listening. Just don’t look bored. ### ### **Talk about something other than work** Whilst some shop talk will have to happen, being able to talk about something other than work will also set you apart from the pack. Nobody likes having the same conversation over and over. Who’s more engaging: Tom, the PPC Manager, or Tom, the guy who knits jumpers for cats in his spare time? ### **Relax** Everyone else is probably just as nervous and awkward as you are feeling. Go on, go talk to someone. Stop hovering by the buffet. ### **Stand by the bar’s exit** Bet you didn’t know this one. The best place to stand for maximum networking opportunity is right where people come out when they’re leaving the bar. This way, you can intercept people who have a drink and are ready to meet people. You’re not in the way of getting to the bar, the food, or the exit. ### **Become a card-carrying member of the club** Some people think that carrying business cards is old fashioned, but it’s the most effective way of exchanging contact information. You want your connections to remember you, and you want to be able to get in touch with them. Just make sure you don’t start collecting hundreds of business cards for the sheer sake of it. Exchanging cards with people which you’ve had a genuine conversation with is much more effective than lots of business cards from a quick handshake alone. These people are more likely to respond to a follow-up and to engage in a business relationship. Plus, what are you going to do with all those cards, seriously? ### **Make a graceful exit** You’ve done great work chatting away to your new contact. But now what? How do you move on? Oh god, it’s getting awkward. Easy fix: “It’s been great to meet you. I had better do my rounds and meet a few more people before the end of the evening.” ### **Don’t rush relationships** Hold your horses. You’ve made the connection (yay!) but now don’t stalk them for the next 6 months. Contact them perhaps the day after you meet – a quick email sending them an article you were discussing or inviting them for a coffee takes about 5 minutes. Make sure to check in occasionally, but don’t overdo it trying to make them your best friend in a week. Remember that relationships take time – trust isn’t built overnight. ### **Nail the firm handshake** This one is arguably the most important. Seriously, is there anything worse than a limp handshake? See, you’re now a networking pro. Go forth and mingle! --- ## How video marketing can benefit your business Videos are one of the most compelling strategies in online marketing. It is proven that short video clips can help your business to grow online. But why are people so attracted to videos and what is it that makes videos such a successful marketing strategy? First, we need to consider: ***Types of video***There are various types of video to use for video marketing. To give you an overview, here is a short list: - Product description and demonstration - Testimonial videos - Video interviews - Tutorial videos - Live streams Each video type can be used to advertise and promote your product or business. ***Who is using video marketing?***There is no restriction for businesses to do video marketing. You probably have noticed videos in the industry of online shopping or technology advertisement. But to clarify, every business that sells products or services can use video marketing as a strategy. Tutorials or demonstration of products have shown to be extremely effective. A recent study has shown that viewers are 85% more likely to purchase a product after viewing a product video. ***What is video marketing useful for?***Video marketing is a long trending marketing technique. In 2018, according to Cisco 79% of internet traffic is video content, with a rising trend. Here are some reasons why it is useful for your business to employ video marketing as a marketing strategy: - Videos create trust. Animoto published a social forecast in which 76.5% of marketers and small business owner that put out video content said that it had a direct impact on their business. - According to HubSpot, 51.9% of marketing professionals worldwide name video as the type of content with the best return on investment (ROI). - Your SEO ranking will be better. A statistic from Moovy suggests that you are 53 times more likely to show up first on Google if you have a video embedded on your website. ***How do I create a video?***It always depends on what content you are aiming to create. But here are some general tips to create a killer video: - Explain what is presented, what you are doing and educate your viewers - Add value – Find a reason for people to want to share your video (e. g. special offers) - Tell a story – Don’t make a boring video! - keep it short, simple and coherent - Publish it on several platforms – Remember to make the video mobile friendly! This is just the beginning. It is time to start making use of video marketing, so you can compete with your competitors. If you feel like you need help [creating a killer video](/okf/page/film-video.md) or building a proper [branding strategy](/okf/page/branding.md), feel free to [contact our team](/contact/) at Bigwave Media. --- ## How Virtual Reality is Changing the Landscape of Marketing **Virtual reality (VR) is taking the technological world by storm through gaming, TV & Film, and now, social media and marketing. It is a sophisticated form of immersive technology that is currently changing the landscape of marketing, with 75% of top brands worldwide now implementing VR into their strategies. VR is also applied to other industries, specifically scientific disciplines such as neuroscience, psychology, education, and medicine.**Everyone wants a taste of the virtual experience and the tapestry of opportunities it has to offer. Virtual reality has become a very powerful marketing tool. It offers the opportunity to create personalised communications and immerses users into a world similar to our own. An exciting virtual experience equals a successful user experience. We have seen the rise in platforms using virtual technology. We can now join chat rooms and even watch movies with our friends and family. In recent news, Facebook has changed their corporate name to "Meta", an online world where people can connect, work, stream and game in a virtual environment, often through VR headsets. Meta, the parent company of Facebook, Instagram and WhatsApp, will utilise virtual reality, augmented reality and smart glasses. So, how is VR changing the working world for marketers? ## **Virtual Reality Boosts Brand Awareness** You can boost your brand’s awareness through exciting and engaging content that will keep users around for longer. However, it is necessary to develop a rigorous methodological framework to maximise the success of your strategy. Virtual reality will enable you to put your brand directly in front of the eyes of your consumers, providing them with a valuable brand experience. ## **Enables Try Before Buy Concept** VR users now have the chance to take their shopping experiences to the next level. Ideal for e-commerce, the try-before-buy concept allows potential consumers to see what a pair of new shoes look like and carry out virtual makeovers using desired products, for example. This could tackle the number of returns made from online purchases. The try-before-buy concept has also been tried and tested in many other industries, including travel. With 360-degree videos that show holiday enthusiasts their destination before booking. For marketing, the try-before-buy concept is valuable, and the opportunities are endless. ## **Creates Memorable & Immersive Interactive User Experience** It seems like a lifetime ago that movies were on-trend as the greatest immersive experience. Look how far we have come. Virtual reality opens the doors to interactive, creative, and engaging content and adverts that remain in users' hearts. VR truly allows users to connect with your content. The headsets ensure there are no distractions and that users are fully committed and engaged with the immersive content. It doesn’t get more memorable than that. ## **Potential To Increase Customer Decisions & Conversions** Potential customers can connect with your brand through virtual technology. They will feel like a part of your story and likely stick around to see what you have to say because you are harnessing VR technology. It is new, exciting, and what everyone wants. The analytics marketers receive because of VR will provide them with a greater understanding of audience behaviour. If your target audience has been exposed to the fascinating tech of VR already, why would they ever go back to anything less? The purpose of a brand is to achieve conversions. So, utilising VR technology and meeting your customers' needs and expectations will help you stand out among the competitive crowd. ## **Living the Story, Rather Than Telling It** Transporting into a virtual world is like being inside a real-life story. To enhance the user experience further, create a strong narrative, whether it is interactive, visual, or audio. VR creates a rich experience, evoking emotions in users and stimulating all of their senses as if they are right there with you, so take advantage of that and create an unforgettable narrative. --- By 2022, the VR industry is predicted to hit over £20 billion. This is because **[62% of consumers reported they feel more engaged with a brand that uses VR](https://contentmarketinginstitute.com/2017/01/virtual-reality-change-marketing/)**, and even more people believe that a brand that uses virtual reality is forward-thinking and relevant. So, harnessing VR technology will be nothing short of beneficial to your brand. We are a full-service marketing agency with a plethora of skills to offer. If you would like to find out more about what we do, please check out **[Our Work](/okf/page/our-work.md)**, or **[contact us](https://bigwave.co.uk/contact/)**. --- ## iBeacons- The New Era ![](https://bigwave.co.uk/wp-content/uploads/2024/03/imgres1png_2.png)Image: apple.com Being dubbed as the new era of technology, iBeacons have the potential to revolutionise customer experience. The Apple-developed technology has the ability the send a message to a [Bluetooth](http://www.bluetooth.com/Pages/Bluetooth-Smart-Devices-List.aspx) 4.0 Smart connected phone that is in close proximity to an iBeacon. This Bluetooth low energy device is relatively low cost and can self-run for up to 2 years depending on the signal strength settings. Unlike [GPS](https://en.wikipedia.org/wiki/Global_Positioning_System), iBeacons have the ability to work seamlessly indoor- allowing marketing content to be sent inside facilities. Apple has made this technology public and so it is compatible with iPhone and android devices, meaning that businesses can develop integrate the technology in different and interesting ways. A number of providers have entered the market to provide iBeacon devices, these include our two favourites: [Estimote](http://estimote.com/) and [Gelo](http://www.getgelo.com/). **So how do they work?** If a consumer walks within x metres of an iBeacon, a personalised message could be sent to their device, this could include 10% off a hot drink or just a welcome message. iBeacons can give the mobile user an incentive to purchase a product or interact, as they could feel like they're getting a personalised bargain or augmented content. **Who's leading the trend?** With [Business Insider](http://uk.businessinsider.com/) predicting that iBeacons alone will trigger $44.4 billion sales in the USA in 2016, European brands are starting to dabble into the idea of the technology. The [Groninger Museum](http://blog.cubeacon.com/ibeacon-app-is-installed-in-groninger-museum.html) has integrated iBeacons into their visitor experience by presenting information about artwork as the visitor approaches each piece. This gives visitors a more in-depth insight into the artwork that they are viewing. **Have they crossed the line?** iBeacons have the ability to send notifications without the user actively having the app open. They have the potential to be revolutionary, however with increasing awareness comes an increasing number of organisations using it and a risk of turning customers away by bombarding them with messages. Smart use will encourage usage, for instance some businesses have more than one iBeacon in store - this way they can track exactly where the potential customer is and can send them a more personalised message. This could include information on a product they are standing in front of. Importantly, iBeacon devices in themselves are incapable of storing data - they merely pass the information to the mobile. iBeacons will transform the way brands communicate with consumers, opening a new chapter for mobile marketing. Here at [Bigwave](http://bigwavemedia.co.uk/) we have experimented with iBeacons and are excited to see what the next year will bring for this fast-growing technology? are you? --- ## In a digital world, is traditional marketing still relevant? In a marketing world where everyone seems to be advocating digital media as the way forward, traditional marketing methods such as direct sales, TV, radio and print advertising may seem impractical and ineffective in comparison. But we believe they can still be a worthwhile investment! Although expensive, and often requiring professional help at additional cost, traditional methods can be much more personal and result in a more positive customer response. Particularly when targeting a demographic with a lower online presence (only 48% of all adults in the UK regularly use the internet), traditional marketing is likely to be the only way to reach them. Billboard advertising is perhaps the most cost effective marketing method and is especially useful for local business and geographical targeting. From phone boxes and bus stops to shopping centres and roadside billboards, outdoor advertising offers direct contact with the target market: local people. TV and radio advertising is an ideal way of ensuring your message is delivered to the right people. Viewing statistics highlight the demographics of different programmes and, by placing your advert on the right channel at the right time, you will be marketing to thousands of potential customers. Similarly, purchasing advertising space in print publications is an effective method of reaching appropriate markets. However, while print items such as catalogues and magazines give consumers tangible material to peruse at their leisure, many publications have converted to downloadable issues due to the cost of printing and a decline in advertising revenue. Another concern of traditional marketing is that it is often hard to track the results and without quantitative data, businesses are unlikely to invest their money. Also, several forms of advertising, most notably direct sales, are often forced upon the customer, resulting in a negative marketing impact. With the right message and marketing strategy, these traditional methods can still be highly effective. Consider the target market and tailor the advertising plan with the intention of converting, and keeping, those customers. Bigwave Media can help you with your traditional marketing needs. Please contact for further information. --- ## Increase your brand awareness with Spotify As a full-service agency, we encourage our clients to take a 360 view when it comes to planning their campaign strategy. Utilising a variety of channels to convey your message means your audience is more likely to notice and engage with your ads. Thanks to Spotify, audio ads are more accessible and cost-effective than ever. Long gone are the days of producing expensive ads and airing them into the void, with no tangible measurement of success. Spotify’s unique streaming intelligence means we can deliver ads directly to your target audience based on age, location, gender identity, and interests, while also receiving real-time performance reports. On top of being perfect for brand awareness, ads are also clickable, letting you can drive sales and awareness at the same time. As if that wasn’t enough, Spotify also provides the rare opportunity to connect with highly engaged consumers at times when search and social can’t. By drawing on their catalogue of over 3 billion playlists and 500,000 podcasts, we can target listeners while they are driving, studying, cooking, gaming, and working out. At Bigwave, we’ve managed Spotify campaigns in industries from fitness to arts festivals, tech to education. We know how to deliver successful campaigns that add value to your marketing strategy. ### **We have a track record of successful Spotify campaigns** The table below highlights just a few of our clients' Spotify campaigns: Home Fitness Campaign£750Reach over 84,000 / 631 ClicksTech Campaign£1,365.00Reach over 60,000 / 595 ClicksZoo Campaign£250Reach over 10,800 / 65 ClicksArts Festival£250Reach over 6,970 / 55 ClicksPhysio Clinic£250Reach over 18,600 / 161 Clicks### **4 key benefits to advertising on Spotify** - #### **More Opportunity** Users spend an average of 2+ hours streaming music across the platform and tend to stay in-app much longer than any other channel. - #### **Perfect Target Audience** Campaigns can be specific in their targeting. In addition to age, gender identity, and location, we can target based on interests and streaming behaviour. - #### **Measurable Results** Unlike radio advertising, results are measurable and can be reported easily. - #### **Well-Rounded Campaigns** Including audio ads in your campaign delivery will give your campaign more variety. Consumers are more likely to remember your message if it is delivered cohesively across platforms. If that hasn’t convinced you, the prices will. Spotify campaign management with Bigwave start at just £150 + ad spend (min £250). Cost includes ad set up, targeting, and reporting. Plus, FREE audio creation. That means absolutely no studio, actor, or editing fees! Want to increase your brand awareness with Spotify packages? [Get in touch with Bigwave’s Paid Media team today](/okf/page/ppc-exeter.md). --- ## Increasing and sustaining your social media presence When social media is used properly it is a fantastic marketing tool, however there seems to be a misconception that it is a 'quick-fix' solution for building up new business. In reality, social media needs time invested into it to notice a return. Don't let this put you off - the results can be very worthwhile. The key to using social media successfully is that you need to keep communicating - it's meant to be 'social' after all! The more you share, tweet, post, pin; the more content there is for your followers to see and share with their online community. There is a balance here though - you don't want to be regarded as a 'spammer'. Try and keep all of your content valuable, relevant and interesting. It's also important to remember that you're using social media as a means of marketing and communicating your company or product. It's easy to forget this and to stray away from your key messages when it's critical to keep to them. As more people share your content and acknowledge your username, the more followers you will attain. To sustain and increase this number, you need to engage with your online community by replying to questions posted, sharing and re-tweeting comments posted about you (particularly if they're positive!) and including usernames if you're directing a post to someone else. Another simple way to increase awareness of your social media presence, and in turn increase your followers, is to add your social media details to both print and online marketing materials, your business cards and your email signature. Also, make sure that all of your profiles have links to others on them, you frequently refer to your other profiles and your website has buttons to all of them. Using these methods will ensure that you have a 'quality' following - people who are already within online and offline communities you're part of and therefore who have a genuine interest in what you're offering. They will be more likely to engage with your posts and to participate in the conversation. Above all, use this engagement to guide people back to your website and/or blog. It's unlikely that you will achieve direct sales through social media, but it's one of the most straightforward ways to improve SEO by creating links and generally building web presence, which will increase web traffic, awareness and in turn, sales. --- ## Increasing customer retention with automated customer journeys The COVID-19 pandemic has had a massive impact on businesses across all sectors and specialities. Not only has it transformed the way businesses must operate in order to survive, but it has also exposed the importance of customer loyalty and retention. With both businesses and consumers having to reduce expenditure, customer acquisition is even harder than it was pre-crisis. However, there are still ways in which businesses can grow and flourish – it just takes a change of approach. According to Forbes, [it can cost 5x more to attract a new customer than retaining an existing one](https://www.forbes.com/sites/jiawertz/2018/09/12/dont-spend-5-times-more-attracting-new-customers-nurture-the-existing-ones/#:~:text=And%20it%20can%20cost%20five,Frederick%20Reichheld%20of%20Bain%20%26%20Company.). Instead of trying to attract new customers, marketers might want to consider putting their efforts into increasing customer retention. As a result of this, most marketers today have a new goal: drive growth by finding cost-effective and scalable ways to improve customer retention, enhance customer experiences, and increase profits. But how can you increase customer retention without spending too much? One answer to this is to use automated customer journeys to their full advantage. ### **How automated customer journeys can increase customer lifetime value** Marketing automation software has the power to grow your business with almost no effort at all. This is because marketing automation software helps you deliver the right message to the right people through the right channels at the right time - something that would be almost impossible to do (let alone scale up) with the average marketing department’s resources, budget, and customer-based information. We’ve talked previously about marketing automation’s power to generate and nurture leads, but it’s important to note that it’s also an incredible tool for increasing the total profit generated from a given customer over time. This is also referred to as the customer’s lifetime value. Customer journeys consider your customer’s experience from when they first become aware of your brand through to the point that they purchase your product or services. It’s important to be in touch with the customer from start to end of their journey and throughout the different stages to make sure that they feel valued, heard, and engaged. It can also help you collect valuable customer feedback. An automated customer journey is a hands-off way of leading your customer from the start of their journey to the end, usually through email marketing. This can lead to increased customer satisfaction, improved sales, and reduced end-to-end service cost. Automated customer journeys keep your customers engaged without you having to plough all your time and resources into the task — all whilst driving increased ROI and helping you retain existing customers for longer. The longer you can retain a customer, the higher their lifetime value will be. ### **3 easy ways to use automated customer journeys and increase retention** The great thing about marketing automation is that it’s endlessly customisable. Having said that, there are three easy ways to use the software to make retaining customers easier, more cost-effective, and more reliable: #### **1. Welcome and onboarding** “Welcome” emails are about as close to a “guaranteed win” as you can get. In fact, studies have shown that welcome emails have an average open rate of between 50-65% - that’s over 85% higher than the average open rate for email newsletters! A welcome email can make your customers feel that your business is more credible, as well as keeping you at the top of their mind (and inbox!) when it comes to deciding whether to purchase from you or a competitor. Sending a welcome email to new customers might seem like an obvious way of engaging customers and increasing customer loyalty, as many as [50% of companies](https://myemma.com/guides/2018-email-marketing-industry-report) don’t use email to greet new customers. It’s important to note that automated onboarding messages are so much more than just one welcome email. Onboarding campaigns can also include: - Thanks for becoming a customer/member - Requests for feedback on the initial buying process - Requests for product or service reviews - Collecting more information about the recipient to help personalise their experience - Providing your customer with a point of contact You might already use a manual welcome process, but automation allows for segmentation and personalisation at scale. Automation can take care of the repetitive task of sending out welcome emails whilst also allowing you to tailor onboarding experiences to particular customers. If you’re still not convinced that automation can help boost your onboarding email efforts, know that “triggered” emails (ones that are delivered in real-time) have 4x higher average open rates than email newsletters. #### **2. Re-engaging inactive customers** Growing your customer base can be a bit of a double-edged sword. As you grow, it’s inevitable that some customers will become inactive over time. [Up to a quarter of customers](https://www.omnisend.com/blog/customer-reactivation-marketing-why-and-how-to-do-it/) can be lapsed existing customers, which shows the importance of re-engagement activities. Although this might seem like a time-consuming task, there are a few steps that you can follow to make it easy and effective: - Use existing customer data to define what an “inactive” customer looks like. This could be the date of their last purchase, the date of their last login to your tool or software, or the date of their last visit to your premises or website. - Segment your inactive audience based on preferences, needs, purchase histories, etc. - Create relevant, useful, and persuasive content for each segment. For example, inactive software users might be tempted to come back to your services if they receive an offer of an upgrade or free trial to a premium version of your software. An email with lots of links to free training videos might be perfect for a new software customer who hasn’t used your product in a while. - Automate the delivery of this content at the point when the customer becomes (or looks as if they’re going to become) inactive. #### **3. Customer feedback and collecting reviews** Good customer experiences are the difference between creating and keeping a loyal customer and losing customers for good. Over 30% of customers reported that they would leave a brand they love after just one bad experience, which then shoots to a whopping 92% after two or three negative interactions. This clearly shows that if you fail to pick up on points of friction in your customer experience before they happen again, you might just lose a customer forever. Luckily, automating your customer journey can help with this. Consider which points in the customer experience might need checking and schedule requests for feedback after each of these points. To avoid irritating your customers, keep these requests relevant and add context to your request based on the timing of the communication. For example, a new customer might appreciate an email after a few weeks that asks for feedback on the product or service, delivery, website experience, etc. This message would, however, be irrelevant to longer-term customers, who might instead prefer an email asking for feedback about customer experience, troubleshooting, and general feedback. Demonstrating that you listen to and value this feedback by implementing it can improve customer loyalty. You can even set up your automation so that neutral or negative responses trigger a notification for a member of staff to get in contact with the customer, whereas positive responses can trigger a request to leave a public review or testimonial. ### **In conclusion** In a world where keeping hold of your existing customers is more important than ever, using technology to your advantage can save money, time, and stress. Automated customer journeys could be the key you need to turn customers into your best marketers. ### Share this content - [ Twitter ](#) - [ Facebook ](#) - [ Pinterest ](#) - [ LinkedIn ](#) - [ Email ](#) [![Simon Beer and Tom Gozna with Real Living Wage logo](https://bigwave.co.uk/wp-content/uploads/2026/07/Bigwave-Real-Living-Wage-scaled-120x120.jpg)](/okf/article/real-living-wage-employer.md) ## [Bigwave Marketing becomes accredited Real Living Wage employer](/okf/article/real-living-wage-employer.md) By [BWMAdmin](https://bigwave.co.uk/author/bwmadmin/) [![2026 Google I/O – Impact on search engine marketing](https://bigwave.co.uk/wp-content/uploads/2024/03/Brighton-SEO-120x120.jpg)](/okf/article/2026-google-i-o-impact-on-search-engine-marketing.md) ## [2026 Google I/O – Impact on search engine marketing](/okf/article/2026-google-i-o-impact-on-search-engine-marketing.md) By [Tudor Rusmanica](https://bigwave.co.uk/author/tudor/) [![Digital Markets, Competition and Consumers Act (DMCCA): What Marketers Need to Know](https://bigwave.co.uk/wp-content/uploads/2026/05/Marketers-having-a-meeting-120x120.webp)](/okf/article/digital-markets-competition-and-consumers-act-dmcca-what-marketers-need-to-know.md) ## [Digital Markets, Competition and Consumers Act (DMCCA): What Marketers Need to Know](/okf/article/digital-markets-competition-and-consumers-act-dmcca-what-marketers-need-to-know.md) By [BWMAdmin](https://bigwave.co.uk/author/bwmadmin/) [![Man stretching halfpoint](https://bigwave.co.uk/wp-content/uploads/2026/03/OldGuyStretching-Halfpoint-scaled-120x120.jpg)](/okf/article/healthseekers.md) ## [Bigwave Marketing partners with GGFit to develop the HealthSeekers brand and national programmes](/okf/article/healthseekers.md) By [Simon Beer](https://bigwave.co.uk/author/simon/) [![Is Meta still an ethical and responsible marketing option?](https://bigwave.co.uk/wp-content/uploads/2026/02/Meta-Ethics-Blog-Image-120x120.webp)](/okf/article/is-meta-still-an-ethical-and-responsible-marketing-option.md) ## [Is Meta still an ethical and responsible marketing option?](/okf/article/is-meta-still-an-ethical-and-responsible-marketing-option.md) By [BWMAdmin](https://bigwave.co.uk/author/bwmadmin/) [![How can brands use AI ethically in content creation?](https://bigwave.co.uk/wp-content/uploads/2026/02/AI-Content-Creation-Blog-Image-120x120.webp)](/okf/article/how-can-brands-use-ai-ethically-in-content-creation.md) ## [How can brands use AI ethically in content creation?](/okf/article/how-can-brands-use-ai-ethically-in-content-creation.md) By [BWMAdmin](https://bigwave.co.uk/author/bwmadmin/) --- ## Increasing physical activity levels during challenging times The latest results are in from the Active Lives Children and Young People Survey by Sport England, and it has revealed many interesting findings. Key points include teenage boys’ physical activity levels being hardest hit from the coronavirus (Covid-19) pandemic, and girls becoming more active as they found alternative ways to take part in sports and exercise. The survey also revealed that although the number of young people who were physically active fell during the 2019/20 academic year in England, due to storms and the first wave of Covid-19 pandemic restrictions; 44.9% of children and young people (3.2 million) met the Chief Medical Officer guidelines of taking part in sport and physical activity for an average of 60 minutes or more a day. This represents a decrease of 2.3%, with just over 100,000 fewer children meeting the recommended level of activity compared to the same period 12 months ago, although activity levels remain higher than in 2017/18. As the leading creative growth partner for the UK leisure industry, Bigwave marketing works with its clients at the forefront of encouraging and increasing physical activity across the whole spectrum of ages and ability, from pre-school swimming lessons right up to elite sport performance centres. **Nick Masson, Commercial Director Bigwave media comments:** “Sport England's meticulous research resonates with the many ways in which people, organisations and business have responded to the pandemic. It emphasises the importance of marketeers and business growth developers when planning future marketing and business growth campaigns, in this case, relating to young people.” **He adds:** “The old rules that may have determined your businesses growth in the past, may well have changed just as this research has demonstrated, and if we apply the old research to the new world, we may well be disappointed with the results we achieve. Therefore, research like this needs to inform, guide and direct our efforts so that we are able to respond quickly to the changing environment. It’s so important to read and digest these reports as they contain so many of the answers to the challenges faced by our clients of increasing the physical activity levels of their members.” **This is highlighted by Sport England explaining:** “Thanks to the dedication and resourcefulness of parents, teachers, coaches and organisations who deliver activities, the drop during the period mid-May to late-July was significantly less than it was for adults earlier in the pandemic.” The report and research also highlight other important factors available to read [here](https://www.sportengland.org/news/childrens-activity-levels-down-many-embrace-new-opportunities) with regard to understanding and responding to physical activity levels of young people, including an effect on behaviour not just at any one point in the year but throughout the year and within the context of the pandemic. **Nick Masson concludes:** “The adoption and creation of new habits and activities are essential for leisure operators to understand and recognise. The drop in physical literacy may have an impact on young people perhaps for the rest of their lives and ultimately on their health - affecting even their life and health outcomes. Such consequences put a real responsibility on operators to recognise and respond to the data by being ready to change their offers and once open; encourage at scale the need for young people to take up physical activity. Click on the link below to be directed to further information on the Active Lives Children and Young People Survey available on Sport England website, as well as links to read their reports. --- ## Internship at Bigwave Media *Over the past 10 weeks, University of the West of England student Sam Forman has completed a summer internship with us. We asked him to write about his experience at Bigwave Media:* After completing my first two years of studies at Bristol's University of the West of England, I was very keen to put some of the theory I'd learnt in to practice and gain some work experience over summer before I returned in September to complete my degree. When Bigwave Media offered me an 8 week internship (which turned into 10 weeks), I snapped at the chance. As I'd never worked in an office environment before, I was very nervous on my first day and wasn't too sure what to except. However, I was soon woken up, along with everybody else, when the Town Crier bell proceeded to announce the Bigwave Town Hall meeting! I couldn't have wished for a warmer welcome, and to my surprise, a very relaxed working environment, completing tasks in a fun, innovative manner. A few weeks into my internship I felt extremely relaxed and like I'd worked here for years, being given real responsibility and encouraged to use my own ideas. In one particular task I had to generate content ready for the designers to create the information in a visual format, known as an inforgraphic. I loved being able to express my own ideas and when it returned from the studio it was just as I'd pictured, if not better. This level of responsibility really helped me to gain confidence and to trust my instinct. Whilst working with the digital team I saw first-hand just how important social media is in a business marketing strategy. I was amazed at the effectiveness of the tool when delivering content to a niche, targeted audience and much useful information can be gained. I could not have asked for better mentors in Simon and Flo, who between them I don't think there is anything they don't know in digital marketing. I feel like I have learnt so much in the last 10 weeks and am even excited to write my dissertation on digital marketing. Hopefully I will still be as excited about it after 15,000 words! One of my personal highlights at Bigwave (apart from the staff night out) was attending the Exeter #hootup training session, organised by the social media management system, Hootsuite. @Devon\_Hour interestingly demonstrated the power of Twitter alongside another guest who told their amazing story of using geo-tagging. They searched people within a 10 mile radius of a local locksmith, who had tweeted about losing their keys, and tweeted them back offering his services. It was very inspiring to see so many people passionate about social media as well as illustrating how it can be used most effectively. I started my internship at Bigwave Media with only a basic knowledge of marketing and a very vague idea of what field I wanted to focus my career after University. I have now developed a real understanding of digital marketing and feel that this is a field I will look to develop a career, following my graduation in 2014. --- ## Introducing Rich Cards and their impact on SEO # Rich Cards the mobile-friendly replacement for Rich Snippets So we were checking our client's Google search console stats the other day, as we do, when we noticed a new menu item in the search console interface. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/google_search_console_rich_cards.png "GSC Ritch Cards Menu") ![](https://bigwave.co.uk/wp-content/uploads/2024/03/google_search_console_rich_cards_user_interface.png "GSC Ritch Cards User Interface") Much like when Google added the AMP support to GSC, we were intrigued and hopped over to the webmaster’s blog where we found them announcing the release of “Rich Cards” for mobile search results. [Rich Cards](http://uk.pcmag.com/search-products/77525/news/get-a-better-look-at-google-search-results-with-rich-cards) are a form of mobile friendly rich snippets that Google is displaying in search engine results under the form of a carousel. This would improve interaction with the rich snippet format on mobile devices and give us more opportunity to enhance the search engine listings of our customers as part of their [search engine optimisation](/okf/page/seo-services.md). For the Webmasters the advantage is obvious, as their website will have more opportunity to stand out from the crowd and attract more traffic. **![](https://bigwave.co.uk/wp-content/uploads/2024/03/google_rich_cards.png)** **Source: [Google Webmaster Blog](https://webmasters.googleblog.com/2016/05/introducing-rich-cards.html)** Currently the Rich Cards only appear in the US Google version on mobile devices and are limited to only 2 categories by default (Movies and Recipes), **but** … very importantly, it will be using the same schema.org mark-up as before. Google has also updated the documentation and created a gallery with resources and examples to support the correct implementation of the mark-up, as there are some [essential requirements](https://developers.google.com/search/docs/guides/mark-up-content) to ensure they appear in search results. **Along with the Rich Cards, comes a revamp of the [Structured Data Testing Tool](https://search.google.com/structured-data/testing-tool) which now looks a lot better allowing you to check for errors in real time.** **JSON-LD is also now recommended for implementation which should make integration with Google Tag Manager a much better option.** ![](https://bigwave.co.uk/wp-content/uploads/2024/03/structured_data_test_tool.png) **In the UK ….** If all goes well, we should see this feature roll out in the Google.co.uk search results sometime in the next 3 months. If all goes well with this initial test, then possibly even sooner. This means that by the time it gets to us we will be ready to implement it for our customers. But for now we will be keeping a close eye on Rich Cards. --- ## Introducing Twitter Polls Receiving feedback from consumers on [Twitter](https://twitter.com/BigWaveMedia) has previously been fixed through tweeting 'RT for Yes Fav for No' or tracking hashtags- But these seem a little off centre as it doesn't produce much engagement. However, this new tool announced by Twitter will revolutionise the way businesses- big or small- can engage and receive feedback from consumers via this social network. During 2015, Twitter experimented with Twitter Polls for big brands and personalities (We remember partaking in a [Phillip Schofield](https://en.wikipedia.org/wiki/Phillip_Schofield) Poll!). With the success of these polls, Twitter have recently announced that this engagement tool will be available for everyone. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/polls_compose_EN.png)The poll is led by a tweet- usually the question and then followed by the two possible answers, the poll remains live for 24 hours where users can vote privately. After the 24 hours is up, the poll is still visible and the results of the poll are shown in percentage form. So what does this mean for your business? Simple, a higher chance of increased engagement, often many people don't share and retweet posts as they don't want them to show up on their much loved profile. However with this Twitter poll, users can engage with the poll privately without it adding to their profile or Twitter noise, which means a small percentage of people who usually don't engage now are more likely to. This quick engagement tool will enable you to analyse a certain topic such as 'what is your favourite exercise class' or even partake in real time engagement 'who do you want to win the [Rugby World Cup](http://www.rugbyworldcup.com/)?' This engagement keeps your business known in the swarm of Twitter Timelines, and has the potential to stop people scrolling and pay attention to your poll. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/polls_results_EN_US.png)Here at [Bigwave](http://www.bigwavemedia.co.uk/), we believe this is a brilliant announcement from Twitter as this can really help small businesses engage with their audience and understand exactly what they want! [Bigwave media](http://www.bigwavemedia.co.uk/index.php) is a creative marketing agency working with clients across the UK. To discuss Twitter Polls or social media services that we offer, please contact us on 0845 643 2385 or complete our[ contact form](http://www.bigwavemedia.co.uk/contact-us). --- ## Inverclyde Leisure appoints Bigwave media [Inverclyde Leisure](https://www.inverclydeleisure.com/) has appointed leisure marketing agency, Bigwave Media, on a five-year contract to deliver its strategic marketing and commercial objectives, with the aim of increasing participation, boosting income and evidencing the trust’s contribution to the Nation’s health agenda. The agreement will effectively see Bigwave become the Scottish Leisure Trust’s marketing department, devising and implementing the overall marketing strategy as well as supporting commercial initiatives as the charity grows. Tom Gozna, Operations Director at Bigwave Media said: “Focusing on research and market analysis, I will be working alongside their senior managers to plan and directly deliver all marketing across the different business areas, including fitness, swimming, skating, the activity centre and events, supported by a designated account manager, our graphic design team and a social media strategist. “We will work together on both marketing and business decisions to achieve greater certainty on sales outcomes and improve business performance, implementing everything from commercial campaigns and content marketing to SEO recommendations, demographic reporting, member analysis and PR support through our PRonline, ready-made press release system.” Bigwave has been working with Inverclyde for three years to help drive participation and income, and the long-term five-year agreement follows impressive results, with Bigwave support to boost the leisure trust’s swimming lesson participation by more than 44% and related income by a staggering 82% at its Port Glasgow pool. Kieron Vango, CEO at Inverclyde Leisure said: “Over the next few years Inverclyde Leisure will be working closely with Bigwave media, building on the success of our marketing platforms and launching new initiatives and strategies to support our diverse range of products, such as our Budget Gyms, Premier Gyms, Swim School, CrossFit gym and many more. “The team at Bigwave do a fantastic job supporting our marketing across the board, including brand image, strategy and planning, demographics and research, onsite marketing and graphic design, as well as social media and local PR, and we are confident this new five-year contract will help Inverclyde Leisure go from strength to strength.” Here at Bigwave Media, we’ve got years of marketing experience and the passion to innovate. To find out more, [get in touch](/contact/) or tweet us [@bigwavemedia.](https://twitter.com/BigWaveMedia) --- ## Investment in Creative Industries - Report & BBC Spotlight **[A report has been published by the Creative Industries Policy & Evidence Centre and The Centre for Intermedia and Creative Technology (CICT)](https://pec.ac.uk/discussion-papers/seaside-resorts-and-country-towns)** at the University of Exeter. It highlights the need for investment in the creative industries in coastal towns to encourage creative businesses & individuals to flourish, grow and support all-year-round employment. Bigwave supported the team at the University of Exeter with their research for the report earlier this year and has been referenced in it. We've really enjoyed being involved in this and are grateful for the opportunity to contribute and get our thoughts across. We believe investment could encourage people into the industry and enable them to stay working locally. We've seen this at Bigwave where we expanded into Torquay a number of years ago and have seen more applicants apply for jobs from the area ever since. There is already great stuff going on in Torbay from the likes of South Devon College and the TDA to support this. These are the key areas (in our opinion) that any support could really make an impact: - Collaboration and networking opportunities for people in the creative industry (i.e. through industry-specific peer networking events) - Encourage local businesses to engage more with further education providers to ensure learning matches practical application - Improve signposting to funding and Government led initiatives - Improve access to infrastructure (office/meeting spaces) - ideally through a centralised creative hub That idea of a creative hub, which the report highlights as a concept, we think could bring all those points together. Particularly in a location like Torbay. The release of the report was been picked up by BBC Spotlight and our Operations & Digital Director, Simon Beer and Client Marketing Director, Ronnie Halden spent some time filming with them in our Torquay office. This is an area we really passionate about and it is great to see a report published that calls for greater investment in the industry. Over the past decade, Bigwave has been involved in a lot of projects to champion some of the points above. This includes running and attending creative industry networking events, lecturing at Universities and Colleges, mentoring students, running internships, offering work experience, and running apprenticeship programmes. Fingers crossed it gets more people thinking about careers in the industry, and able to work and stay locally. --- For traditional and digital marketing services, [**get in touch**](https://bigwave.co.uk/contact/) today. --- ## Is building a website, like building a garden? This week we asked Senior Digital Project Manager, Aaron Brooks to write about project managing website builds. Aaron is responsible for planning and managing web builds here at Bigwave media, so just the chap to explain the overall process of a web project in layman’s terms. Instead, this prompted him to recall a recent conversation that he shared with his Grandma over a cup of tea. (Or, reading between the lines… presented him with a perfect opportunity to recycle a conversation from what must have been an electrifying visit for his Grandma.) Aaron writes: I recently tried to explain to my Grandma what my job (of project managing web builds) actually involves. Even in its simplest terms, explaining my working process from start to finish was starting to lose her. Since she asked what I do nowadays, more out of politeness, I didn’t give up. I made it my goal to educate my 90yr old Grandmother on, start to finish, my job of managing website builds (with a bit of SEO best practice added in), before she nodded off or her tea went cold. Here’s how it went… “Think of it like having a new garden built, Grandma” If you made your mind up that you finally needed a new garden, since you can’t get around the existing one anymore, what do you need from it? What do you want to do in it, would there be anything special you wanted to put it? Do you want to show it off to your neighbours? Does it need to be easy to look after? Do you have any accessibility requirements to enjoy the garden? Will you want a shed to put all your old pictures and books? Now that we know what you want from your garden, we can get a picture drawn up to show you what it will look like. This way you can check if it’s what you imagined and if you’d like to change anything around. If you have a change of heart now, it’s quicker to fix. We want to make sure everything is as you like it before we pull the wheelbarrow out of the shed and pull the wellies on. When you’re happy with the design we will then find some clever people to start digging, planting, sowing, building and landscaping your garden to match the picture. These people will also wire in any cables, hoses, lights or fountains that you wanted. Because your friends aren’t as athletic as they once were, maybe you’d like the team to add in a ramp and handrails to help everyone get around the garden more easily if they want it. When the team have finished building, they’ll then walk around the garden and check all the fencing is sturdy enough and that the gate has lock on it. Just because the team has left, doesn’t mean it’s finished forever. When everybody has completed working on the garden, it will need time to grow. You will need to nurture it, tend to the plants to help it mature. If you leave it, it could start to fall behind what your neighbours are doing (especially Sheila at No27 who is always in her garden!). If you want some visitors, it would also be a good idea to leave a note down at dancing on Thursdays. That way you can tell others that you have a new garden and people should pop round for a cuppa. If you want to be the talk of the Cul-de-sac Grandma, you’ll need to make sure you are keeping your garden tidy with a good variety of plants – maybe the odd gnome, if that’s your thing. Keep your Tulips in one area and the Clematis in another. This way the gardening judges from the council will reward you for making it nice and clear for them to judge. If you want some help keeping the garden looking nice I can pop round to keep it tidy, add new features or make sure everything is still secure after the winter storms. Just remember, the garden won’t last forever. You’ll need to spend time keeping it looking good and fix it when things get old. Keep planting new varieties and keep telling everyone about what’s new. That way people will come back again and even bring their friends too. More tea then? Bigwave Media has years of experience in creating beautiful gardens websites. If you’d like to speak to our team about how we can cultivate your existing website or build you a brand new one, visit [www.bigwavemedia.co.uk](http://www.bigwavemedia.co.uk/) or call us on 01392 492380. P.s. – there’s tea on tap. --- ## Is Meta still an ethical and responsible marketing option? **Is Meta still an ethical and responsible marketing option?** It’s fair to say that balancing ethics with marketing effectiveness has never been more challenging. When you’re chasing results, and client success sits at the top your list of priorities, it’s not always straightforward to choose which channels you want to work with – especially when taking ethics into consideration. For us, Meta is a marketing channel whose justification of use has been heavily up for debate in our office, and there are a lot of mixed feelings flying around. **We have a complicated relationship with Meta** It’s not news to anyone that Facebook and Instagram are among the biggest and most influential social media channels on the planet, and alongside Threads and WhatsApp, represent a suite of applications that are used by a significant proportion of the UK population. When it comes to delivering marketing for our clients that reaches the right audiences, performs at the highest possible level, and just *makes sense*, Meta’s apps, particularly Facebook and Instagram, have been a major part of our online arsenal. The audiences on these platforms are gigantic, and so when you want to get your content in front of as many people as possible, Facebook and Instagram are basically no-brainers. Plus, when we begin working with a client, they almost always have a somewhat established audience on at least one of these platforms, meaning that there’s a great starting point usually built in. But unfortunately, it’s not all positive. **Finding the right decision** Especially for B Corps, every marketing choice carries a lot of weight. Sustainability, ethics, and responsibility sit right at the forefront of everything we do, and that includes what channels we use. As some issues have been raised about Meta, such as the nature of the content it favours, we’ve begun discussing whether it’s right to continue using it to the degree that we historically have been. These points raised by our colleagues are valid and important. If we want to be an agency that cares, contributes positively to the community, and is proud of its work, we need to look at everything we do through an objective lens and question whether it’s the right way to approach our marketing efforts. This is not the first time ethical considerations have arisen regarding social media. In February 2025, we stopped using X (formerly known as Twitter), following controversy surrounding Elon Musk’s ownership. **The problems surrounding Meta** Over the years, Meta has been on the receiving end of some very valid criticism, and in some cases, outrage, over its irresponsible algorithmic amplification, weak accountability structures, and its business model that seems to reward engagement above wellbeing. One example of this irresponsibility is [Meta’s failure around the Rohingya massacre](https://www.amnesty.org/en/latest/news/2022/09/myanmar-facebooks-systems-promoted-violence-against-rohingya-meta-owes-reparations-new-report/) in 2017, in which the Myanmar military committed atrocities against the Rohingya people. Meta’s algorithms were fuelling and supercharging hateful, anti-Rohingya content contributing to the violence against the victims. Meta failed to act against this and arguably profited off the echo chamber of extreme hate spreading across its platforms. A similar accusation was also made regarding [Meta’s role in Ethiopia’s brutal two-year Tigray conflict](https://www.amnesty.org/en/latest/news/2023/10/meta-failure-contributed-to-abuses-against-tigray-ethiopia/), where the hateful messaging and provocative content was encouraging the violence, and Meta failed to take appropriate measures. **Meta’s algorithm is heavily flawed** Issues like these highlight a serious inherent problem with how Meta’s algorithm operates, seemingly prioritising engagement, and therefore, profit, over responsible content moderation and protecting real-world communities from harm exacerbated by online hatred. Meta’s systems are designed to maximise attention. That may lead to amplifying content that provokes outrage, division, or emotional intensity, since these are the kinds of posts that spread and encourage comments, reactions, and shares. Negativity doesn’t do any harm where measurable content performance is concerned. All engagement is good engagement if all you care about is your content being seen and delivering profit. Money talks, and when it’s up to Meta to decide the nature of content its algorithm wants to push... of course, it’ll be the stuff that brings in the bucks. **Why the criticism against Meta is justified and proven** The arguments against Meta’s hate-pushing algorithms aren’t just based on instincts or hunches. Independent investigations and whistleblower reports have repeatedly highlighted these patterns, demonstrating that there is indeed a very real, and very harmful problem with what the platforms are choosing to amplify. In this [whistleblower report](https://www.technologyreview.com/2021/10/05/1036519/facebook-whistleblower-frances-haugen-algorithms/) from 2021 for example, Frances Haugen, a former product manager at Facebook, claimed that the company’s products “harm children, stoke division, and weaken our democracy”. She then went on to say that Facebook is aware that engagement-based ranking without integrity and security systems in place is dangerous but had failed to actually roll out these systems in most languages. **Why we still use Meta for clients** The audiences on these platforms are huge. Particularly without there being many alternatives anywhere near the scale and reach of Meta’s channels, ignoring this side of social media could feel like an unnecessary way to make things more difficult, reduce the impact of marketing, and ultimately, hinder the potential of the strong results clients deserve to see. Therefore, despite its challenges, Meta remains uniquely effective for most campaigns, especially in health, wellbeing, and community impact. It’s great for: - Reaching underserved or low-activity communities - Promoting mental wellbeing support on limited budgets - Delivering preventative health messages at scale - Engaging audiences who are otherwise hard to reach These benefits can’t simply be shrugged off without an actionable replacement at the ready. Walking away entirely would reduce our ability to deliver meaningful outcomes, and that’s a difficult trade-off to make without viable alternatives. In essence, removing budget from this channel reduces the ability to promote health and wellbeing charities and activities that can positively impact people’s lives. **How we use Meta responsibly** We don’t treat Meta as a default platform., It’s not the first port of call and isn’t included in every strategy. We give each channel careful consideration anyway, not just related to how suitable it is for the client and the campaign, but whether it’s necessary. And particularly in Meta’s case, whether the viability of the platform is worth the downsides. We also: - Employ stricter targeting and placement controls - Enhance brand safety reviews beyond platform defaults - Have conversations with clients about which channels are right for them We are now beginning to have wider conversations with clients about their preferences of using Meta, and if a client chooses not to, we will build campaigns around alternative channels. The most important thing is transparency. If we engage in these conversations, then we feel confident knowing all parties are making an informed decision. **Our B Corp commitment and going forward** Being a B Corp doesn’t just mean abandoning significant components of our business. It’s not quite that simple. But we’re dedicated to taking mindful approaches. By 2028, our goal is to reduce our reliance on high-risk, low-transparency platforms like Meta. We’re already investing in: - Sustainable media owners - Contextual and community led advertising - Partners with stronger governance and accountability - Internal education and awareness of the impact channels have on society **Where we stand today** We won’t try to claim Meta is fully ethical or sustainable. But we also won’t compromise client outcomes for the sake of purity. This is why we are engaging conversation and reducing our reliance on the platforms where we can. The guiding question behind every media plan is simple: **Does this choice create more good than harm, now and over time?** This defines how we use Meta today and why we’re building a future that depends on it less. This is something we’re very much still figuring out. What do you think? Would you walk away from Meta entirely, or take a phased approach? Do the positive activities/services you promote outweigh the negative? Or are we more or less “captive customers”, with little choice but to use these platforms, for which there are limited alternatives?! Let us know your thoughts! --- ## Is printed marketing still relevant? (Hint: yes!) Social media, apps, banner ads, search engines – the internet brings a new dimension to the world of advertising. But does it spell disaster for one of the world’s oldest marketing forms? At Bigwave media, we say a resounding no. This media form is as relevant and popular as ever. Here’s why. #### **People trust printed marketing** According to a Nielson study, 67% of consumers trust editorial content such as newspaper articles\*. Statistics show that it’s the second most trusted source of advertising, after TV. We can vouch for this. Printed advertising makes up a large percentage of the marketing we produce. Why? Because it’s so effective that our clients continue to use this service. People trust print advertising because they trust the outlets that they sit in. Outside of this, there is a degree of effort required to organise and distribute print marketing, such as brochures and flyers, compared to the ‘click-and-go’ culture of online advertising. #### **Printed marketing can be targeted** Eager marketers often fall foul to the ‘spray and pray’ tactic which sees messaging shot out with reckless abandon in the hope that at least some interested parties will be suckered in. Whilst this method shouldn’t always be written off, print media doesn’t always have to be that way. It can be targeted. More and more, people are using in-depth demographic data to determine the best postcode for their audience. If, for example, you’re running a student offer, then you can target student housing for leaflet drops. Other examples include adverts in niche newsletters or well-placed brochures in the waiting rooms of relevant organisations, ready to be scooped up by lingering customers. #### **Print is hard to ignore** Whether it lands on your doorstep or is housed on a billboard next to you in a traffic jam, people simply aren’t as susceptible to ‘blindness’ with printed advertising as they are with other media forms. This is partly because printed marketing is tangible. On a subconscious level, you build a relationship with things that you can physically feel. This is furthered by a Millward Brown study on the neuroscience behind direct mail\*\*. Whilst the paper makes for a complex piece of reading material, their conclusion is quite simple: *‘The “real” experience that the physical media provides means it’s better at becoming part of memory. It generates more emotion, which should help to develop more positive brand associations. The real experience is also internalized, which means the materials have a more personal effect, and therefore should aid motivation.’* #### **SO…does this mean you should use printed marketing for your campaign?** Abso-bloomin-lutely! Print marketing should be a core facet of any marketing campaign wherever possible. From flyers and posters to vinyl, you would be doing yourself a disservice to miss out on one such an appealing advertising form. -- *Bigwave media is a creative growth agency with offices in Exeter, Plymouth & Torquay, Devon. We provide innovative and cost-effective marketing, design and digital services for companies large and small with a focus on excellent results.* *We offer a complete range of in-house resources tailored to all marketing needs for effective online and offline campaigns. Take a look at some of our fantastic creations [here](/okf/page/our-work.md).* ###### *\*https://www.nielsen.com/ma/en/insights/news/2013/under-the-influence-consumer-trust-in-advertising.html \*\* http://www.millwardbrown.com/docs/default-source/insight-documents/case-studies/MillwardBrown\_CaseStudy\_Neuroscience.pdf* --- ## Is reputation a ranking factor on Google? Cats are great. I love cats. So much so that when cat GIFs randomly popped up in Dr. Marie Haynes’ talk at BrightonSEO, I was totally okay with it. SEO forms a hefty chunk of the contracts I work on here in the Bigwave offices, so I was litter-ally blown away to discover reputation really *is* a ranking factor in the search engines. Dr. Haynes' talk had me purring for more... (sorry). #### **Google's Search Quality Guidelines in a nutshell** This ranking is explained in [Google’s Search Quality Guidelines](https://static.googleusercontent.com/media/guidelines.raterhub.com/en//searchqualityevaluatorguidelines.pdf), which they updated in August. The entire guide is more than 150 pages long and explains exactly what Google are looking for. No cat gifs, but essential reading for any marketeer with a particular interest in search rankings. A website will rank on Google following specific ratings, including the quality of the website or the relevance for users. How to better evaluate relevance than evaluating a company’s reputation elsewhere on the internet, right? Naturally, a huge factor in this evaluation is online reviews. Reviews include comments on trusted websites, mentions in trusted articles or general trustworthiness like a medical degree. #### **But the internet is huge. How does Google know?!** Let that sink in. Google knows about the reputation a company has and even an individual’s authoritativeness. Based on this information, they decide if your content is trustworthy or not… Genius really, but how do they do that? First of all, their incredible algorithms collect a lot (we’re talking A LOT) of data. This data collection includes the star rating a business has on Facebook and Google’s own Shopping functionality amongst myriad other methods. Yet this is *still* not enough to evaluate a business fully, which is why they have employees who manually go through trusted reviewing pages to assess quality and, should the need arise, very specific weaknesses. Even a “mildly negative reputation” will give a website a low rating, going as far as warning users off i.e. poor delivery of a clothing retailer. After this, they check the authoritativeness of authors and content producers. To protect users, articles about health, finance and safety will be checked very closely. Why? These articles can have a significant impact on the readers life. A website’s content must match a user’s query as perfectly as possible to appear in the search. A recipe without user reviews, for example, is at a disadvantage against one with comments - Google believes that such comments can help a user decide if a recipe is worth trying. Google’s recipe, on the other hand, for a high-quality page is E-A-T: Expertise, Authoritativeness and Trustworthiness. To put it simply, if you win 5 Pulitzer prices, have a doctorate and are mentioned in the Times and Forbes, Google will value your work as confirmed by experts. That being said, there are topics that one cannot have a degree in. A parenting blog for Moms therefore will be valued based on user’s feedback and website traffic. Make sense? #### **Back to you** Google’s current algorithms have the user’s interest in mind – and of course the quality of the search engine results pages (SERPs for the initiated). The only way to make the best use of this functionality is to produce great content on your website. Google does give a few hints as to what exactly they look for, including a list of review pages they trust: [Amazon](https://www.amazon.co.uk/gp/help/customer/display.html?nodeId=200267590), yelp, [Google Shopping](https://support.google.com/merchants/answer/190657?hl=en-GB) and [BBB](https://www.bbb.org/) (America only). Another great tip is to do some competitor research and move into their space – think popular blogs and online publications. It’s also worth noting that Google can spot fake reviews, so don’t even try that one. While it’s hard to catch up with Google’s ever-changing algorithms, it honours those who really try to deliver value to their users. So it can be said that it’s not overly complicated to improve your ranking on the SERPs. Interaction with users or customers in every possible way is the key to a good online reputation – and try to keep those poor star ratings to a meow-nimum. --- ## Is Social Media becoming part of your personality? Did you know that 72% of all internet users have some link to social media? It wasn't long ago that people were picking up newspapers instead of iPads, Walkman's instead of iPhones, books instead of a Kindle or even having a face-to-face conversation rather than social updates. But times have changed and you can no longer escape being connected to the world. We find ourselves checking-in at the gym on Facebook or uploading a photo of our indulgent Starbucks hot chocolate to Instagram. But are people growing too accustom to the sharing lifestyle? The rapid growth of technology in the 21st century has contributed to the unlimited access we now have to our various accounts, whether you're travelling to work or on holiday. Mark Zuckerberg tends to find out you're in a relationship quicker than your parents! However, social sharing has become a way of life where it feels necessary to share stories with readers. Believe it or not, 57% of users communicate via social media rather than real life. That explains why we're always hearing "I'm definitely going to tweet that"! Question time! What is the first thing you do when you wake up? Grab a cuppa? Have a Shower? Get some breakfast? I bet you don't do any of that! You probably do what most of the population do, instead of getting your morning caffeine fix, you spend your morning scrolling through your Facebook or Twitter feed or catching up on Snapchat's you've missed during the night. (Yes, I am one of the many even if I don't like to admit it!) Let's take a look at some of the most popular channels available at our fingertips and how they may be integrated into your personality: - **Facebook** Facebook has created an open forum where users can share, like and comment with people we have let into our circle of friends. - **Twitter** Twitter offers a platform for news, politics, travel and gossip, ensuring information is delivered to people in real-time. It offers the ability to connect with celebrities and converse with companies. Where else can you view worldwide trends with a simple #Hashtag? - **Instagram** Prefer to use images rather than words to keep up-to-date? Instagram is probably the platform for you! Now be honest, how many 'selfies' with flattering filters have you shared in the last month? - **Pinterest** As simple as the title, you pin your interests! Whether it's a wish list, mood board or bucket list, we're pretty sure hours have passed whilst searching on this growing platform. - **LinkedIn** LinkedIn is the industry based channel and essentially an online CV. Work connections, industry trends and job inquiries; LinkedIn is the place to boost your work and education achievements. Of course there are loads more channels that can be accounted for such as Google + and Foursquare. Whatever your choice of sharing, we ask the question again; is social media becoming part of your personality? As a business it is important to understand the effectiveness of the online marketing tool. It offers a cost effective and targeted way to engage, inform and promote. For more information about the social media services we offer please visit our webpage [www.bigwavemedia.co.uk/social-media](http://www.bigwavemedia.co.uk/social-media) Oh, one last thing?don't forget to share this blog on social media! --- ## Is social media replacing traditional customer service? There’s no doubt that social media now pervades every aspect of our lives. It’s changed the way we interact with everything, including how we interact with businesses. Did you know that 32% of social media users who contact a brand expect a response within 30 minutes? Similarly, 42% expect a response within 60 minutes. Not intense enough for you? How’s this: 57% expect a similarly speedy response time at night and on the weekends. Those are some pretty scary stats. Now, I don’t want to terrify all budding Social Media Managers out there. Yes, the business landscape of social media is changing, but it’s changing for the better. ### **What is 'traditional' customer service and why has it been demoted?** It has always been the case that if a customer wants to vent, they would do so over the phone or by email. But with the rise of different social media platforms, people are taking their feedback online. From Twitter and Facebook to Instagram, if your business has a social media presence, it is almost guaranteed that your customers will use this as a space to express themselves and their concerns. 63% of customers actually expect companies to offer customers service through social media platforms. ### **Is this something to be worried about?** Well no, not necessarily. But by moving away from traditional customer service, businesses are also moving away from the “if you need me, I’ll be here” support method. Amongst the din of the social media buzz, brands and businesses are finding it increasingly hard to make themselves heard. Due to the constant refresh of content, comments can soon get buried within a very busy feed. To make things even harder, comments can be hidden through other formats e.g. a hashtag, untagged posts or even a simple misspelling. Now whilst this seems daunting and you may begin to panic that you’ve neglected your customers or clients, you’ve got to think: Firstly, you’re not alone in this feeling! Secondly, the only guaranteed thing that a digital marketing whizz can rely on to cut through the competition is really, really good social media customer service. ### **Why having a focus on social media can be beneficial?** With traditional methods slowly fading out, it has never been so important to focus on social media as a way of corresponding with customers. The impact that your online presence has on your company is unparalleled. By answering an online complaint, customer advocacy can be increased by 25%, and brand loyalty by a crazy 65%. Is this really worth neglecting? Replying to a comment is also a perfect way to get your name out there, something that can’t be done through a personal phone call or email. Whether it’s a tweet or facebook reply, the customer has the power to share this acknowledgement with their friends and followers. ### **Are traditional methods still worth the investment?** Even though the rise in social media has led to the rise in expected online services, it’s still worthwhile to maintain your traditional methods. There are 7.68 billion people on the planet, out of which 3.48 billion use social media. That leaves 4.20 billion people who don’t. Now yes, your company may not be targeting that many people (congratulations if it is), but what I’m getting at is that there are still masses that can’t contact you online. So by continuing to answer the calls, the emails, the face-to-face questions, you’re making your business inclusive to everyone. ### **Balancing both?** Jumping back and forth between traditional customer service methods and those found on social media can be challenging, especially when both processes are exceedingly different. But, as a company, being able to balance both formats is essential. Traditional customer service offers a more personal one-on-one interaction between yourself and the customer. Social media, however, is out there for everyone to see, unless done via private messenger. Therefore, it is important that the right practices are in place. ### **Respond, respond, respond!** As stated previously, for many customers and clients, social media is the first point of call for feedback. And with people expecting a response so quickly, it’s crucial that you acknowledge the customer as quickly as you can. Now, it’s very doubtful that you have an actual human responder around 24/7. However, there are systems that can be put in place to help you maintain response rates even when the office is shut. One of which is the very lovely Chatbot. With the personality of, well a robot, Chatbot is an artificial intelligence software that simulates human intelligence, with the ability to learn and apply information acquired to answer any queries sent their way. It’s there to give your customer the answers when you can’t, whether that be during weekends, holidays, or just generally busy periods. Obviously, this method may not suit everyone, and if you have the time then it’s always valuable to answer as a real-life, actual human being who has feelings and empathy (again not everyone has these qualities…). This may be through your own company or using an external agencies. 89% of customers began doing business with a competitor following bad customer service. So by personally replying, it can make the customer feel more supported and valued. ### **It’s time to think big!** It’s no longer just a one-on-one interaction. The way you conduct yourself has the potential to be seen around the world, and this is the key thing to think about when tackling social media. ### **Tips for handling social media customer service** - Always direct the customer to a more private method of communicating, especially if the comment is negative. - It’s ok to use the publicity, sometimes being a bit cheeky has its advantages. Think about linking replies to new campaigns or promotions. - Don’t just reply to those that have tagged you, remember to look for your company’s name both as untagged or other variations that customers could come up with. e.g. @bigwavemedia, big wave, bigwavemedia etc etc. There are a number of social listening tools which can help you monitor what people are saying about your brand online. - Considering bringing in other resources to help, whether this be Chatbot or a social media management software such as Hootsuite or Buffer, which schedules posts for you. - Create a calendar of what you’ve got coming up in the month so that you can plan what content to publish on your sites. Remember you’re speaking to people that want to carry on doing business with you, so speak to them with respect no matter how infuriating they can be. --- ## Is the future of marketing agile? The aim of Agile Marketing is to improve the speed and responsiveness of the main marketing function. This is a move towards a more reactive approach to marketing with the overall aim of getting tasks completed within a shorter time scale whilst creating the best possible content. To break down the term, Agile Marketing, ‘agile’ means to be able to move quickly. This is relevant because to be an agile marketer, you need to be able to adjust your marketing mix quickly to deliver the best and most relevant service for your customers. The speed at which you can change your price or product and be able to deliver a new message before your customers change their requirements will determine your levels of marketing agility. Agile marketing improves responsiveness by speeding up the marketing management cycle - ideas > work > results etc. It enables projects and tasks to be completed more quickly and to be prioritised over less important projects. By prioritising customer’s needs and projects, it allows you to be able to see what strategy of marketing is working. If it’s not, discontinuing it early will improve competitiveness. The ability to respond and change specific aspects of a campaign quickly is also a source of competitive advantage you could gain through agile marketing. Increasingly, we are seeing signs that marketing teams are becoming more agile. This could be due to the growth and recognition of the importance of social media. Brands know that a presence on Facebook and Twitter is vital, and frequent posts according to what their customers require is key for engagement. One great example of a company with an Agile marketing focus is Oreo. There have been a few examples of events over the years where Oreo have switched up their original ideas to support or promote them. For example, [Oreo supported Gay Pride](http://xen.com.au/agile-marketing-what-is-it-and-why-should-you-apply-it/) by posting a picture of a multi coloured Oreo biscuit on Facebook. They also posted a picture to support the birth of Princess Charlotte - an [Oreo next to a ‘royal bottle’](https://econsultancy.com/blog/63140-eight-great-examples-of-agile-marketing-from-oreo/). Perhaps their most striking and widely celebrated example of agile marketing was their [response to the blackout](http://www.huffingtonpost.com/2013/02/04/oreos-super-bowl-tweet-dunk-dark_n_2615333.html) at the 2013 Superbowl. Oreo are a fantastic example of agile marketing because they show that they have adjusted their strategy to allow them to respond with real-time marketing, to unexpected events and create relevant content that strikes a chord. The primary objectives of agile marketing are to satisfy the consumer and to improve brand awareness through the process of early and continuous delivery of marketing. It allows customers’ needs to be met quickly and aims to keep satisfaction rates high. Although there are clear benefits for the customer, within the business, relationships between staff members improve as a more teamwork focussed approach to work is adopted and skills are exchanged. Agile marketing doesn’t just allow you to improve the business by speeding up marketing processes and encouraging collaboration, it can do wonders for your brand. Here at Bigwave Media, we’ve got years of marketing experience and the passion to innovate. To find out more, get in touch or tweet us @bigwavemedia. --- ## Is your non-profit missing out on £84,000 of Google Grants? **Are you a UK registered charity or non-profit organisation?**If so, you’re most probably missing out on over £84,000 free advertising credit per annum from Google grants for non-profits organisations. That is £7,000 per month of free advertising credit to use as you wish, whether that be brand awareness, event promotion, recruiting more volunteers or staff, promoting your charity’s services or increasing donations. Bear in mind this can only be used on Google Search network, not social media channels or display. It’s still free credit which will make a massive difference to any charity. So, let us help you make that difference. **What is Google non-profit grants?**Google works with more than 35,000 non-profits across more than 50 countries worldwide. That’s a total free amount of credit of over £3 billion a year from Google to charities. High five to Google! **Why advertise on Google search results?**Google is the most powerful and popular search engine in the World! Increase your charities income by appearing above your competitors. Increase website traffic, sales, phone calls, donations and so much more At Bigwave media in Exeter, we can make it a simple process for you, by helping you go through the steps needed to submit your application successfully, creating a Google AdWords account which will be approved and managing your account to get the most impact. This process is quite complex and can take from 2-3 weeks from start to finish. Which is why we prefer to manage this process in house to ensure a quick and smooth process. **How do I qualify for Google ad grants?**Governmental businesses such as hospitals, schools, colleges and Universities are unfortunately not eligible for Google for Non-profits, but philanthropic arms of educational institutions are eligible. Here’s the requirements for applying - Ensure you’re eligible - Apply via the application form - Hold a valid charity status in your country with a charity number - Agree to Google policies including non-discrimination and donation receipt and use - Ensure you have a live website which should have a substantial amount of content - Create an AdWords account using strict specifications set from Google to ensure it is compliant. That’s it, you’re all set and ready to go! **Does the AdWords account need maintenance once set up?**YES! The most important thing is to ensure the ad account is monitored and improved on a monthly basis. If you don’t log into the account each month and maintain above 5% CTR for two consecutive months, your account will be cancelled. It’s as simple as 1,2,3. Just please ensure it is above 5! If you’re being given £7,000 of free credit a month, it would be a wise decision to invest in an agency who can maintain your keywords to ensure the highest possible CTR and results. Rather than wasting money on terms like “gym bench for sale” or “free skateboard games”. A dedicated PPC expert can maintain the CTR higher by using strategies such as device targeting, location bid adjustments, demographic exclusions, ad extensions such as sitelinks and contact numbers for more attractive looking adverts and higher return on investment. **How can Bigwave media help?**As a [Google Partner](/okf/page/ppc-exeter.md), and a leading full service digital agency in the UK for the Leisure Industry, most of our leisure clients operate as charitable organisations and we would be happy to help. To find out more or to check if your eligible please [contact us](/contact/). --- ## Is your website ready for enforcement of the EU Cookie Law? **What is the Cookie Law?** The EU's Privacy and Communications Directive, more commonly known as the Cookie Law, came into effect on 26 May, 2011. However, the ICO (Information Commissioners Office) - which regulates data privacy in the UK - gave UK websites a 12 month grace period before they planned to begin enforcing the law. In simple terms, the EU Directive means that users of websites must opt-in before the website owner can store 'non-essential' cookies on their website. **Why has it been introduced?** The new law is intended to help protect people's privacy. For example, if you search for something on Google, they use cookies to remember this. Another website may then use these cookies to target ads at you because they remember who you are. The majority of small websites don't do this, but they are likely to track visitors to their site via tools such as Google Analytics and to use social media plugins like Facebook Like buttons. **Are all cookies affected?** The law applies to nearly all cookies, regardless of where they are from or what information they contain. However, cookies which are considered 'strictly necessary for a service requested by a user' are exempt. These include: - Cookies to remember goods added to your shopping basket - Cookies required for security, for example when using online banking - Cookies that help ensure pages load quickly by helping distribute workload to the browser **How does this affect websites?** If websites are found to be breaching this legislation, they will face up to a £500,000 fine. As over 92% of websites currently use cookies, the overwhelming majority of websites in the EU will become illegal when the law is enforced on May 26th 2012. Site owners essentially have three choices: - Ignore the law - Drop cookies and lose analytics and the ability to adapt to users - Display a popup and seek user agreement to store local cookies. If site owners choose to continue using cookies on their website, they must get consent from each visitor to store cookies on their computer. Originally, the law stipulated that websites required 'explicit consent' from users to be able to continue with the use of cookies - basically, the users needed to 'opt-in'. However, in the UK the ICO has now stated that 'implied consent' is enough - so users now 'opt-out'. Below are some examples of how other sites are obtaining consent to use cookies: ![](https://bigwave.co.uk/wp-content/uploads/2024/03/Example_21_2.jpg)![](https://bigwave.co.uk/wp-content/uploads/2024/03/Example_31_2.jpg)**Does responsibility lie with the web host or the site owner?** The law is linked to the owner of the site. Where your website is hosted does not make any difference. Enforcement agencies will pursue the owners of the websites, so the location of the legal entity that is the registered owner is what is important. **What should website owners be doing?** **Audit** Audit your site to see what cookies it uses. Bigwave Media have audited all of the sites it hosts to asses which cookies are used on each site. **Interpret** Assess the cookies that each website uses against the legislation; this can be found [here](http://www.ico.gov.uk/for_organisations/privacy_and_electronic_communications/the_guide/cookies.aspx). If you are unsure of the purpose of any of the cookies, research them. Depending on how intrusive the cookie is, there is a chance you'll need to gain higher levels of consent from your site visitors. **Act** Although the law comes into effect on 26 May 2012, the ICO has indicated that the most important thing is to take steps towards obeying the law. No one should ignore it, but prosecution is unlikely if it is demonstrated that a site is moving towards full compliance. As adding an opt-in requires knowledge of website coding, Bigwave Media are developing and installing a plugin that will enable a message line to appear at the top of every website to inform the user about the cookies used and to allow the user to accept the cookies. **Bigwave Media Clients** Two options will be available to all Bigwave Media contract and non-contract clients: 1\) A standard plugin to ensure the site is compliant 2\) A bespoke plugin to look more aesthetically pleasing and give the end user more control All clients will recieve communication about the options and plugins will be installed this week. **Sources [ICO](https://ico.org.uk/for-organisations/guide-to-pecr/cookies-and-similar-technologies/) [Skilltide](https://silktide.com/solutions/data-privacy/)**[ ](https://silktide.com/solutions/data-privacy/)[Adappt](http://www.adappt.co.uk/eu-cookie-legislation-and-drupal)[ ](http://www.adappt.co.uk/eu-cookie-legislation-and-drupal)[Techmark](http://www.tecmark.co.uk/eu-cookie-law-web-analytics)[ ](http://www.tecmark.co.uk/eu-cookie-law-web-analytics)[ITdonut](https://www.techdonut.co.uk/sites/default/files/ITD_Cookies_4D_0.pdf) --- ## Is Your Website Ready for Google's Mobileageddon ? This was no surprise as they have been warning us for at least the past couple of years and those of us that have been in the SEO industry for a long time have known this will eventually happen. This essentially means that all the ranking factors which were previously used to make up your page score and rank your website will now be determined from the mobile version of your website instead of the desktop version like in previous years. ## **It will be a staged rollout** Google has also announced that this will not happen overnight and they will be rolling out this update on a site-by-site basis, hoping to have all websites migrated to the new ranking system by then. The side effect of this will also involve us keeping a closer eye on our website’s ranking for any changes as these effects take hold. There will likely be a big stir in the search engine results as well so keep an eye out for those. I get many questions from clients who want to know how we stay on top of all the updates that Google pumps out on a weekly or even daily basis. Well: SEMrush a service we use for our Search Engine Optimisation offers a great way to monitor changes in the search results with it’s **SEMrush Sensor**. Here is one such sensor at work (the following is a working real-time example so feel free to refer to it at any time): ## **What happens with the Desktop version?** The desktop version of the website will still be crawled but using Google’s Mobile Crawler. So for websites that are not yet mobile responsive, ranking factors will be calculated using the mobile user agent. If you do not yet have a responsive/mobile friendly website, this may the time to seriously consider investing into one. If we still don’t have you convinced that mobile is taking over, here are some actual device statistics from one of our client’s Google Analytics: ![](https://bigwave.co.uk/wp-content/uploads/2024/03/123.gif)As you can see most of the traffic on this website is from mobile and tablet devices (over 70%). And this is obviously not an isolated case. We are seeing these trends across multiple websites, and especially in the leisure industry. ## **But … What are the factors that will affect your rankings from now on?** One of the things we have done to adapt to these changes is to update our SEO Audit which now contains, in addition to all the other ranking factors, a mobile specific section that tests all of the factors that would impact your ability to rank in search results. We have decided to split these mobile factors into these categories: **1. User Experience****2. Technical & Loading Speed****3. Content**These 3 categories cover all direct and indirect factors that will start to affect your website’s ability to rank effectively once the mobile first switch is made, and range from: - **Image optimisations**- **Content legibility, formatting and font sizes**- **Loading Speed impact and improvements**- **Mobile specific errors**- **Resizing and page layout**If you would like to know more about our comprehensive SEO Website Audit, feel free to send me an email at or if you are a current client just ask your account manager and they will be able to provide more information. --- ## It’s Official, Bigwave Marketing Has Been Named ‘Best Place to Work’ in the South West! Our digital growth agency scooped the [Best Place to Work](wmnbusinessawards.co.uk/2022/en/page/finalists) award at the [Western Morning News Business Awards 2022](https://www.wmnbusinessawards.co.uk/2022/en/page/home). The judges were interested to hear “how the company establishes credibility in terms of vision, communication and co-ordinating activities, how employees are treated with respect and equality, how the company encourages employees to take pride in their work, and how the atmosphere created is conducive to a successful team environment and employee’s wellbeing and safety.” For our agency, this is the icing on the cake as it recognises all the hard work and focuses we’ve had on making a difference to our colleagues, clients, and consumers. To explain how we got here, let us take you on a journey… ## **Our Journey** In 2018, [Bigwave](/okf/page/home.md) underwent a transformation that involved all staff through workshops to determine the agency’s Mission, Vision, and Values. Through collaboration and consultation, we set a mission to ‘Make a difference – to colleagues, clients and consumers’. Setting a purpose for our agency changed the entire approach to how and why we work. Since then, our mission has become core to our growth and mindsets. A range of staff initiatives, benefits, flexible solutions, and career support have been implemented since our mission was determined with support, input, and guidance from our staff. We are proud of our team (internally called ‘Bigwavers’) and the work that we do. We want to inspire our staff to be the best they can be and to support them to grow and make a difference. The ‘Best Place to Work’ award is a great acknowledgement of all the hard work that’s gone into doing this. ## **Living Our Mission** Since introducing our guiding mission, several initiatives have been developed focused on Bigwave colleagues. Most of them revolve around communication or perks. Our regular Town Hall meetings orientate through monthly updates, enabling management to share insight, client updates and staff news. Many initiatives we’ve introduced have been developed by staff, with many decisions undertaken by vote or feedback. Staff input has determined a range of initiatives and changes, including a hybrid office/home-working policy, allowing all staff to work remotely up to three days a week and a four-day workweek trial with a subsequent flexi-hours approach. Since the recovery from the pandemic, Bigwave has introduced a range of other benefits guided by staff input to increase the benefits available to staff which include: - 25 days leave – plus bank holidays - Sick pay - Pension scheme - Free Flu jabs - Cycle to work scheme - Christmas shutdown - Annual work-abroad opportunities - Free Paignton Zoo passes - Free LastPass accounts for friends & family - Free goodies (like easter eggs and advent calendars) - Monthly staff social & wellbeing budget Bigwave has a staff social and wellbeing team called the Happiness Board. It consists of an elected board of individuals that represents each team across the agency. The board operates like a business, with an elected chairperson and treasurer. It has a monthly budget, which it can spend as it chooses to organise social events, activities, giveaways, or initiatives, that aim to improve staff wellbeing and ‘Make a difference’. The Happiness Board has run several activities and events, from health check-ups to CPR training, bake-off competitions, BBQs, Christmas parties and even a volleyball tournament in Barcelona! They have introduced a monthly doggy wellbeing day, which sees a K9 friend spend the day in our Exeter office once a month. The most adventurous project undertaken was our 6-month four-day workweek trial, where we gained staff input throughout. The trial was well received, and at the end of it, we introduced an extended trial with a complete flexi policy that enables staff to choose how they work their hours. Some opt for four-day weeks but most self-manage how they work their 37.5 hours (full-time) across each week so they can fit in their work duties with their personal and social commitments. To bring the whole agency together, Bigwave announced a working abroad initiative through a Town Hall meeting which saw staff work from Barcelona for a week in 2021. The group event helped to bring staff together and cement relationships. It also saw the culmination of a strategic project called the ‘Champion Projects’. From a set of twenty business objectives set out in 2020, all staff chose what they felt was the top priority and worked in teams to review and influence the objectives. As with the surveys and polls, a vast range of ideas and initiatives came through these projects, from online training, staff rewards, new starter welcome packs, volunteer schemes, and career ladders. The latter, career ladders, saw Bigwave implement its most ambitious staff programme in late 2022. A career ladder was produced for each department in the business, with all roles aligned to a specific ladder. This gives staff clear insight into the skills and developmental needs to progress in their careers at Bigwave and creates an equal and transparent salary banding for each role. Following the implementation, all staff received an appraisal and performance review, which included a 365 review. This set staff annual goals and objectives and identified training requirements. A partnership with [ETS training](https://www.trainingsouthwest.co.uk/) in Exeter enabled Bigwave to offer dozens of courses that staff could enrol on. By January 2023, over 90 individual training sessions will have been delivered to staff. Looking towards 2023, Bigwave still has ambitious plans and will be hosting a staff working week in Nicé, as well as supporting career ladders and growing the number of training sessions completed across the agency – all to ‘Make a difference’ to our Bigwavers. --- To find out about [career opportunities](/okf/page/careers.md) at Bigwave, feel free to [get in touch](https://bigwave.co.uk/contact/). --- ## Joel Bowman: My Bigwave Experience *Joel Bowman joined Bigwave Media in June 2012 after moving to the UK with his wife Melissa. Here Joel explains what it was like to enter the UK job market and his experiences at Bigwave Media?* I moved to the UK with my wife in search of a new experience as she completed her Master's degree at Exeter University. We knew we would be here for at least one year but hoped to be able to stay on as long as our visa allowed so we could travel and experience as much as possible before returning home. Having never been to South West of England and with no friends or contacts closer than London, we stepped off a train in late 2011 with nothing more than a few suitcases and high hopes for surviving for at least one year. Several months before arriving in the UK, I had graduated from university in California with a Bachelor's degree in graphic design. While completing my education, I worked as a designer at several businesses and founded a paper goods company. Through those experiences, I accumulated a nice variety of experience that nicely complemented what I was learning in the classroom, which I hoped would make me a good candidate for a design job here in the UK. I knew that the process of getting into work would be hard, but I never considered the fact that I was in fact a foreigner, trying to get a job in a world connected to mine only through language and to some degrees culture. I never considered how much I relied on a strong network of friends, family and former colleagues at home to help me find work or job openings until I was left without them. This became a real test of my ability to network and find creative ways to get my CV in front of studio managers and creative directors. Once I was hired at Bigwave, I didn't find the day-to-day work or working atmosphere too different from what I had previously experienced in the US. Although the process of applying for a job itself isn't much different from home, the names we have for things can be different, so learning what an interviewer was asking was initially a real challenge. Examples such as being "shortlisted" instead of being selected to interview, or sending a "CV" with an application instead of a resume were tough to wrap my mind around. One of the biggest challenges all designers face is translating the written design briefs of a client into an organized, communicative and aesthetically pleasing visual. My colleagues often found it amusing when I would need to ask their opinion of what they thought a client was after when a brief said something I found particularly foreign. I found that the open layout of the office encouraged a collaborative vibe and friendly banter. I really like the atmosphere Bigwave has created for workers, especially considering the creative work we do. Some of the skills I've gained since working with Bigwave are an improved ability to meet deadlines as well as time and project management. Working with fellow designers and senior design staff has helped me better understand the larger picture of design in a commercial studio setting. Looking back on the past six months, I don't really think that the differences in working in the US or the UK are much more than having an open mind. For me, working here is more of a matter of being willing to adjust to a different culture and being open-minded when talking and working with co-workers and clients. I trust that the time I've spent working and living here will allow me to take some of that open-mindedness with me when I return home. --- ## Join Bigwave in Helping Reverse Our Climate Crisis **Bigwave Marketing has come up with a new print initiative that provides our team and clients with the opportunity to help the environment. Bigwave is a full-service creative marketing agency with a mission to make a difference and deliver growth. The initiative is called Printing Trees and will launch in April 2022, and Bigwave hopes to make a positive impact around the globe.** The Printing Trees project ensures that for every £50 a client spends on Bigwave's print marketing services, we plant a tree. We're partnered with the [Billion Trees Project](https://thebilliontreesproject.org/), who will be managing the tree planting process for the initiative. Their mission is to plant one billion trees across the world. They also help businesses go green and attract new customers by showing them how they can make a difference. Our mission very much aligns with the Billion Trees Project, which is why we have partnered with them to help reverse the effects of climate change and contribute to a healthier world. Bigwave is also proudly partnered with [Eden Reforestation Projects](https://www.edenprojects.org/)**, a charity that works with local communities to restore forests on a large scale, and [One Tree Planted](https://onetreeplanted.org/), a non-profit organisation that focuses on global reforestation. It's critical to reserve trees across the globe; they provide us with oxygen, help store carbon, stabilise soil, provide a healthy habitat for over 80 per cent of the world's terrestrial diversity, and help combat climate change. Deforestation is a global crisis, and it's important to ensure trees still thrive in all locations, such as city and urban locations, rainforests, and woodlands. Just some of the other benefits of trees include: - They benefit our health and wellbeing, acting as a filter for dust and absorbent for pollutants. Trees also reduce noise and provide shade from solar radiation. - Trees benefit the environment and combat climate change. The carbon they store inside their wood slows down the rate of global warming. - They provide a healthy habitat for birds, insects, lichens, and fungi. [Mature oak trees are known to be home to over 500 different species](https://www.royalparks.org.uk/parks/the-regents-park/things-to-see-and-do/gardens-and-landscapes/tree-map/why-trees-are-important#:~:text=Trees%20are%20vital.,materials%20for%20tools%20and%20shelter.). - Trees provide us with oxygen. [For every family of four, oxygen is provided by a single tree](https://www.brightview.com/resources/article/top-10-benefits-trees). - One acre of trees removes up to [5 tonnes of carbon dioxide and 13 tonnes of other gases and particles](https://www.brightview.com/resources/article/top-10-benefits-trees) every year. - Save energy consumption when carefully positioned. If [50 million trees are carefully planted in the shade, they could eliminate the need for power plants](https://www.brightview.com/resources/article/top-10-benefits-trees). We would struggle to survive without trees, so Bigwave Marketing is passionate about planting as many trees as possible and about spreading awareness of the importance of reversing the effects of climate change. *If you'd like to get involved in the print initiative and make a positive impact,* [contact us](https://bigwave.co.uk/contact/)*. If you're new to our services, check out our* [print design](/okf/page/print-design.md) *and* [procurement services](/okf/page/print-procurement.md) *to find out more.* --- ## Join Bigwave's Mission to Plant Trees **Bigwave Marketing has come up with a new print initiative that provides our team and clients with the opportunity to help the environment. Bigwave is a full-service creative marketing agency with a mission to make a difference and deliver growth. The initiative is called Printing Trees and will launch in April 2022, and Bigwave hopes to make a positive impact around the globe.** The Printing Trees project ensures that for every £50 a client spends on Bigwave's print marketing services, we plant a tree. We're partnered with the [Billion Trees Project](https://thebilliontreesproject.org/), who will be managing the tree planting process for the initiative. Their mission is to plant one billion trees across the world. They also help businesses go green and attract new customers by showing them how they can make a difference. Our mission very much aligns with the Billion Trees Project, which is why we have partnered with them to help reverse the effects of climate change and contribute to a healthier world. While print is often a necessary tool due to particular demographic requirements or needs, Bigwave wanted to find a way to offset this. It's critical to preserve trees across the globe; they provide us with oxygen, help store carbon, stabilise soil, provide a healthy habitat for over 80 per cent of the world's terrestrial diversity, and help combat climate change. Deforestation is a global crisis, and it's important to ensure trees still thrive in all locations, such as city and urban locations, rainforests, and woodlands. Just some of the other benefits of trees include: - They benefit our health and wellbeing, acting as a filter for dust and absorbent for pollutants. Trees also reduce noise and provide shade from solar radiation. - Trees benefit the environment and combat climate change. The carbon they store inside their wood slows down the rate of global warming. - They provide a healthy habitat for birds, insects, lichens, and fungi. [Mature oak trees are known to be home to over 500 different species](https://www.royalparks.org.uk/parks/the-regents-park/things-to-see-and-do/gardens-and-landscapes/tree-map/why-trees-are-important#:~:text=Trees%20are%20vital.,materials%20for%20tools%20and%20shelter.). - Trees provide us with oxygen. [For every family of four, oxygen is provided by a single tree](https://www.brightview.com/resources/article/top-10-benefits-trees). - One acre of trees removes up to [5 tonnes of carbon dioxide and 13 tonnes of other gases and particles](https://www.brightview.com/resources/article/top-10-benefits-trees) every year. - Save energy consumption when carefully positioned. If [50 million trees are carefully planted in the shade, they could eliminate the need for power plants](https://www.brightview.com/resources/article/top-10-benefits-trees). We would struggle to survive without trees, so Bigwave Marketing is passionate about planting as many trees as possible and about spreading awareness of the importance of reversing the effects of climate change. --- *If you'd like to get involved in the print initiative and make a positive impact,* [contact us](https://bigwave.co.uk/contact/)*. If you're new to our services, check out our* [print design](/okf/page/print-design.md) *and* [procurement services](/okf/page/print-procurement.md) *to find out more.* --- ## Join Torbay's first Creative Hackathon! Creatives, designers and writers are being asked to rise to the challenge and create a blueprint for the future of creativity in Torbay. To support the growth of the Creative Sector in Torbay, Creatives are calling for a “space” to call their own; to work, collaborate, co-create, present and meet with like-minded individuals. The creative industry is the second largest sector in the UK. It the fastest growing sector with the most young people wanting to join it. As a sector it offers year-round work and represents a high growth opportunity to support education and employment in the Bay. Creatives working in Torbay are invited to have their say on what they need at a special hackathon event on July 10 from 5pm to 7pm at the Hampton by Hilton Hotel in Torwood Street, Torquay. The event has been brought together through collaboration between The Creative Universe and Bigwave Marketing working with Studio Zao as part of Impact Torbay which aims to create new commercial opportunities and solve challenges through innovation. Hampton by Hilton, Torquay have supported the collaboration by sponsoring and hosting the event. Liz Mackie, founder of the Creatives Universe, a platform for Creatives, said: “We are keen to understand what individuals and businesses in this sector would like from a collaborative space in the Bay. We hope that the Hackathon might help us to articulate what that space might look like in terms of supporting creative businesses.” The event is a chance to be part of creating a fun, exciting space which supports and celebrates creatives across Torbay. The evening promises an engaging opportunity to meet and network, followed by mind mapping, hacking and ideation to consider a range of solutions and outputs. Simon Beer, Managing Director of marketing agency Bigwave Marketing said: “There is great potential to create a thriving creative sector in the Bay. We want to support education and employment opportunities so that people can learn, work and live in the Bay. Everything we’ve heard from those already in the sector is that a local creative hub could support this.” The event is free to attend, and interested parties can register via EventBrite: #### **About the organisers** **The Creatives Universe** The Creatives Universe, is a dynamic and innovative start-up business based in Torquay. We are a global platform that provides a digital meeting place for creatives, designers, writers and freelancers to find jobs. We also offer companies the opportunity to search for these talented individuals on our platform and to advertise opportunities on offer. We are more than just a business, we are a community of creatives. We want to empower creatives, designers, writers and freelancers in the UK to reach their full potential through their own endeavour. By doing this we underpin and support the power and quality of British creativities on a global platform. Anyone can create a free account and add a single job listing for free under the bronze package. There are several paid-for options to cover multiple job listings. Join us at YMS the largest youth marketing festival in the world. Join us in the FutureTech Village 5-6th June The Old Truman Brewery, Brick London. **Bigwave Marketing** Bigwave Marketing is a creative growth agency with a mission is to ‘make a difference and deliver growth to colleagues, clients and communities’. It uses marketing techniques, channels, and our experience, to do this. The agency provides marketing services to organisations and businesses that have a positive impact on their community or customers. This primary driver means it works with a diverse range of global clients that all, in their own ways, make a difference. This includes charities, local authorities, social enterprises, and private sector businesses across diverse range of organisations from accountancies to Zoological parks. A leading Southwest agency, it supports clients to enable growth and is: - A full-service marketing agency - A Google partner - A Microsoft Advertising Partner - WMN ‘Best Place to Work’ winners 2022 - European Search Awards finalists 2022 As part of the agency mission, it promotes physical activity in the workplace and supports charities through the ‘Bigwave Business Games,’ a series of networking and friendly competition that has raised over £60,000 for charity. An in-house team of 40+ team members (called ‘Bigwavers’) includes account managers, graphic designers, paid media managers, organic managers (content/search/social) and web developers. The agency was setup in 2007 and has 17 years of marketing delivery experience. **Studio Zao** At Studio Zao, our mission is to make innovation more efficient, less wasteful, and deliver higher and consistent return on investment. Studio Zao is a dynamic consultancy specialising in productive innovation and growth. We help organisations of all sizes to make better decisions on how to achieve their aims and solve challenges, opening up new opportunities through tried-and-tested structures, world leading thought and experience, and by prioritising outcomes and value for those we support. We have developed and run numerous growth programmes in a diverse and varied range of industries, locations and sectors. Our team is made up of practical, no-nonsense individuals driven by the desire to provide useful, tangible support to clients and business ecosystems in a new, engaging way. Innovation is a great way to bring people together - Our involvement in this initiative has been made possible through the United Kingdom Shared Prosperity Fund (UKSPF). We are concurrently running the IMPACT Torbay programme, which is a business support and grant programme for SMEs in Torbay, get in touch with to find out more.![](https://bigwave.co.uk/wp-content/uploads/2024/06/LU_logo_1.png) ![Funded by UK Government with logo](https://bigwave.co.uk/wp-content/uploads/2024/06/funded-by-UK-government-logo_1.png) ![](https://bigwave.co.uk/wp-content/uploads/2024/06/StudioZao_logo.png) ![](https://bigwave.co.uk/wp-content/uploads/2024/06/the-creatives-universe.png) ![](https://bigwave.co.uk/wp-content/uploads/2024/06/Bigwave-gradient-logo-dark.png) --- ## Launch of Nationwide campaign to recognise and promote Leisure & Cultural Trusts The ‘Key to Health and Happiness’ campaign is a nationwide effort brought to you by Community Leisure UK and powered by Bigwave marketing. The aim of this campaign is to help communities take advantage of their local, Trust operated, leisure and cultural facilities. With Trusts and leisure centres in England reopening their doors again on the 2nd December after a second lockdown and facilities in Wales re-opened along with varying restrictions in Scotland, we’re keen to champion this sector and raise awareness of the amazing job they do in keeping local communities healthy and most importantly, happy. Through ongoing research and feedback from Community Leisure UK member Trusts across the UK, the campaign concept has been developed and fine-tuned to motivate members to unlock the ‘keys’ to health and happiness by experiencing the vast array of services provided by their local charitable trust. As well as focusing on customer retention, we also want to attract new members to their local charitable Trust by bringing to light the positive impact in which exercise has on physical and mental health – especially during a time of COVID-19 where we need to be as healthy as we can be to combat the virus. The campaign serves a secondary purpose to educate the public about the benefits of the Trust model while delivering a commercial message and return for Trusts within their communities. Chief Executive of Community Leisure UK, Kirsty Cumming has said the following, “Supporting our members to help them engage and support their communities, isour priority. Having a dedicated campaignlike this one created by Bigwave, enablespublic leisure and culture services toreally articulate their role for communitiesand their keenness to connect with theircustomers during and after this currentpandemic.” Tom Gozna, Strategic and Partnerships Director at Bigwave, the UK’s most prominent Leisure & Cultural marketing agency said “We know how difficult it has been for the whole industry during this difficult year, but also how important it is that the Trust sector is recognised for the great work it does to support our communities. This campaign helps to showcase Trusts, whilst also giving the opportunity to increase business in what will be a key time of the year, as part of the recovery. “Working closely with Community Leisure and the members has enabled all the ideas to be put together to create this national campaign.” If you are a charitable Trust and want to get involved with this campaign, be sure to get in touch with or call 07595 715225 to discuss in more detail. --- ## Launch of Sector First Digital Marketing Coaching Programme **CIMSPA (the Chartered Institute for the Management of Sport and Physical Activity) has collaborated with Bigwave Marketing to launch a digital marketing coaching programme geared to sport & physical activity.** The programme is part of the [Digital Marketing Hub](https://digital.cimspa.co.uk/), a [CIMSPA](https://www.cimspa.co.uk/) collaboration with [Sport England](https://www.sportengland.org/) to fill a gap in the digital skills of the sport and physical activity sector. Do you have staff, partners or stakeholders who are digital marketing novices? Maybe they are at the beginning of their digital marketing journey or feel they know a little, and want to know more. #### **The programme includes:** - Step by step guidance to develop digital marketing skills in the key pillars of digital marketing - A practical approach to putting ideas into action - 4x 1-hour group sessions delivered via Zoom - Peer-based discussions, sharing and problem solving - Access to resources and guides - Access to a trainer between sessions. [Bigwave](/okf/page/home.md) will be running four cohorts with everyone in each cohort being from a similar professional setting to provide participants with an understanding team to bounce ideas off. The coaching programme is first and foremost a close-knit community of peer-to-peer learning. The cohorts will be built of small groups, aiming to provide peer-to-peer support, in a friendly environment, guided by a digital marketing professional expert. #### **The cohorts are:** - Self-employed personal trainers and coaches - Small businesses and charities - Sector bodies and partnerships - Club and community volunteers. The sessions will be delivered by Simon Beer, Operations & Digital Director at Bigwave Marketing. Bigwave are a leading leisure & culture marketing agency, working with over 550 sport, leisure & cultural facilities in the UK. Simon has worked in the sector for nearly 20 years, building up an understanding of how to take digital marketing tools and methods and apply them within the sector. He was among the first alumni of the global digital diploma developed by Google (Google Squared) in 2014. Commenting on the programme, Simon said: > “We are delighted to be collaborating with CIMPSA to grow digital skills in the sector. Digital marketing offers so many affordable ways to engage people into sport and physical activity, we have seen how it can completely change a business or grow an organisation”. Simon has presented at countless sector events on digital marketing and has helped Bigwave achieve several digital milestones, including the launch of the first Trust operator app in the UK, the first agency in the Southwest to achieve Google Partner status, and gaining European Search Award status in 2020. Ollie Bell, CIMSPA Commercial Director said: > “Bigwave Marketing are recognised as a leading marketing agency in the sport & physical activity sector. Combining a breadth of digital marketing knowledge with an in-depth understanding of how this translates across to the sector, the agency made the ideal partner to structure and deliver our coaching programme. From feedback taken across our unique programme of digital marketing hub webinars, the webinar that received the highest quality score was delivered by Bigwave’s Operations & Digital Director, Simon Beer. We wanted to take the delivery style and guidance delivered in that session and wrap it into something that provided a mentoring approach. Combined with peer networking we feel we have developed a programme that will nurture and expand participants use of digital marketing, helping them to engage more people into their sport, activity or business.” The coaching programme is **recommended for beginners and novices.** Those wanting more out of digital marketing are also welcome to join. --- Participants can register for a place at . --- ## LinkedIn Polls and the Wonder Lab LinkedIn Group Polls rolls out this week and looks to be a great addition to the Group setup by allowing moderators the ability to ask members questions through a nifty app. For some groups this could be a great tool for testing new ideas and getting insightful feedback from customers or even staff. At Bigwave Media we run the '[Exeter Business Games](http://www.exeterbusinessgames.co.uk "Exeter Business Games")' (EBG) - a fun networking event that sees over 20 Exeter based businesses take part in various sport and themed events throughout the City. As soon as the Poll app goes live we'll conduct a poll to find out the most popular rounds from 2011. This will help us improve the 2012 Games and, while we could have set up a poll on the Games website, this format provides a quick and accessible way for Group members to give their feedback. Members can also comment on the Poll and discuss. There are some more exciting features rolling out across LinkedIn in the next few weeks but did you know there is a test site where you can play with some of the more experimental LinkedIn apps and goodies? LinkedIn hosts a 'hackday' once a month, this is where employees are encouraged to form teams and let loose on any project they can think of. The projects are then presented back to the company and some are made publicly available on an experimental site called [Linkedin Labs](http://www.linkedinlabs.com/ "LinkedIn Labs"). The Labs hosts a few interesting apps. Two of the more interesting ones being the The LinkedIn Connection Timeline and the visualization map (shown below). ![](https://bigwave.co.uk/wp-content/uploads/2024/03/Timeline1.png)![](https://bigwave.co.uk/wp-content/uploads/2024/03/InMap.png)The LinkedIn Connection Timeline invites you to follow your career timeline and track the connections you've made over the years while the InMap allows you to visualize your connections clustered into inter-relationships. Give them a try and you may be surprised to see how your connections have become focused or how they relate. --- ## Make them Stick – how to reduce your bounce rate Bounce rate is the percentage of visitors that come to your website and then leave after only viewing a single page. There can be several reasons for this, such as the user-friendliness of the page, or even something as trivial as the page loading time. This blog aims to help you prevent you making the mistakes that lead to a large bounce rate – so let’s get into it… ### **Make your website mobile-friendly** The number of users accessing the web primarily from their mobile phones is increasing dramatically every year. Therefore, optimising your website for mobile usage is critical to reducing bounce rate. Clearly, if a user is trying to access your site from their mobile and it isn’t compatible, then that visitor will bounce rather quickly. Yes, making your website mobile-friendly is not simple and can add another expense to your business, however you cannot underestimate the importance of it. Remember, you can make your site look as pretty as can be, but if the page takes over a minute to load, you can wave goodbye to that visitor. ### **Cut down that loading time** 47% of people expect a web page to load in around 2 seconds. This means it's crucial to not only worry about content, but the speed of your site to stop visitors from bouncing. Radware ran out a study and found that a speed delay of just 500 milliseconds can result in a 26% increase in a visitor’s frustration and an 8% decrease in engagement. Therefore, even if increasing the loading time of pages sounds very trivial and unimportant, it should be high up on the priority list as in this technological age, everybody wants results instantly, and if your website doesn’t provide that then you should expect an increase in bounce rate. ### **Design your website so it is effortless to use** The visitors of your page are there for a reason – they don’t want to be working for the information they want or else they will simply leave and visit another site. This means that your site needs to be simply effortless to navigate and users should feel like they understand where everything is as, essentially, they are the ones in control. A way to improve on this is by getting an objective observer to check it out for the first time. They should be able to let you know the pros and cons, which in turn may give you an idea of how to improve content and navigational links etc. Another good way of understanding how consumers use your website is by using heat maps. They show exactly where your visitors click and how quickly they found what they wanted. If you do this and try to improve your site, then you should see an improvement in your bounce rate. --- #### **How's your SEO? Find out with a FREE SEO audit. Our instant Website SEO Auditing software works in seconds and will provide you with detailed information and statistics about crawling, head elements, content relevance, links, domain, URL structure, user experience and more.** #### [Find out more](/okf/page/seocheckup.md) --- ## Marketers Are Going Back to Traditional Advertising - Here's Why Digital marketing has been the dominant marketing method for the last few years since new-age social media channels like Instagram and TikTok have been widely used. [The 28th Edition of The CMO Survey reported that there has been an annual decrease in spending on traditional marketing of -1.4% between 2012 and 2022](https://hbr.org/2022/04/why-marketers-are-returning-to-traditional-advertising). However, traditional marketing expenditure is [set to increase annually from its current 1.4% to 2.9%](https://hbr.org/2022/04/why-marketers-are-returning-to-traditional-advertising). Throughout this blog, we will be discussing why traditional marketing is on the rise and whether it will remain this way. ## **Video and Television Advertisements** HubSpot [released a survey that stated that 53% of participants had disliked the ad before a video started playing, and the other 43% didn’t even watch it](https://hbr.org/2022/04/why-marketers-are-returning-to-traditional-advertising). From this evidence, it is safe to say that marketers are looking for another method to get the results that they are wanting. MarketingSherpa reported that more than half of consumers who receive mail advertisements will most likely watch these television and print advertisements. It is clear to see that traditional advertisements are currently experiencing an increase in their engagement. ## **Trust Built from Traditional Marketing** [The most trusted form of advertising is print advertising, which holds 82% of deciding to purchase.](https://hbr.org/2022/04/why-marketers-are-returning-to-traditional-advertising) Both American and British consumers highly trust traditional marketing methods like radio and print, more so than social media marketing. This can tell us that marketers can use traditional advertising to build their brand credibility. ## **The Rise of Podcasting** The use of podcasts is on the rise as they use an on-demand approach, which is like the use of traditional radio. [Ads Wizz](https://www.adswizz.com/) presented [a study that found a 53% increase in new podcasts and an 81% increase in podcast ad impressions](https://hbr.org/2022/04/why-marketers-are-returning-to-traditional-advertising). As they reach more than 100 million monthly listeners, podcast advertisements are effective due to listeners being influenced by podcast hosts' endorsements, as well as gaining their trust. [A study from Edison Research’s Super Listeners in 2020 showed that 45% of podcast listeners believe the hosts of their favourite podcasts use the brands mentioned on their shows. In addition to this, almost 50% of podcast listeners pay more attention to podcast ads than to any other format.](https://hbr.org/2022/04/why-marketers-are-returning-to-traditional-advertising) This shows us how effective podcasting can be for a brand's audience. ## **Magazines and Digital Content** The magazine industry is prime for reaching specific target markets and audiences, as well as still having many loyal consumers. These consumers can count on magazines because of their niche interests like business, travel, and antique cars because of their hyper-focused consumer sections. Essentially, the benefits of media like magazines help to build trust within the readership, so it is important to consider how different types of advertising can help to reach magazine audiences online and in person. ## **Newspapers and Online Ads** Other print media like newspapers are still a great way of advertising for businesses. Some sections of newspapers, like the front page, used to be highly competitive, which resulted in it being expensive as well as packed with other advertisements. Newspaper advertising for small businesses with smaller budgets would highly benefit from using this medium. Most newspapers also have online components where you could negotiate added value for banner advertisements or even social media posts on their channels. Smaller, independent businesses are still subject to using traditional marketing methods to improve and grow their business. Still, in the technology-driven world we live in, marketers rely on traditional marketing methods in some way or another for growth and the benefits of cheaper advertising for businesses. --- To find out more information about our marketing services, you can contact us [here](https://bigwave.co.uk/contact/) today. --- ## Marketing agency expands with local acquisition Bigwave Media, an Exeter based full service marketing agency, has announced the acquisition of Digibug, an Exeter based design and digital agency. Digibug will be integrated into Bigwave Media, bringing a wealth of design and web experience and a shared passion for creative thinking. All Digibug staff transfer across to Bigwave Media and grows the team to 38. Benn Davis, MD at Bigwave Media said "Both agencies share similar values; from the client experience to growth in digital services and technology. Bringing together both agencies builds on our strategy to expand our service delivery teams and accelerate entry routes into new markets." Lee Potter, founder of Digibug, who joins Bigwave Media as Creative Director said: "We are excited to join Bigwave Media, this move brings a host of benefits to Digibug customers, widening the range of services available and providing the support of an agency with a strong UK footprint and network. Bigwave Media was founded in 2006 and with a portfolio of over 200 clients across the UK and Ireland the agency has quickly become established as one of the South West's leading agencies. RAR recommended and with a strong reputation, the agency delivers integrated campaigns and marketing services to business across a range of industries. Among the new services now available to Digibug clients are; PPC, mobile apps, SMS marketing, marketing support, mystery shopping and Virtual Tours. Click [here](/okf/page/home.md) to view Bigwave media services --- ## Marketing on Instagram With over 400 million monthly active users and 2.5 billion likes daily, its no wonder why [Instagram](https://instagram.com/bigwaveagency/) introduced sponsored photos and videos onto their stream. The sponsored posts was first tested for the big brands such as [Philadelphia](http://instagram-static.s3.amazonaws.com/case_studies/Instagram%20Philadelphia%20Case%20Study.pdf) and [L'Oréal Paris](http://instagram-static.s3.amazonaws.com/case_studies/IG_Loreal_PDF.pdf). However, as of [September 9th](http://blog.business.instagram.com/post/128686033016/150909-advertisinglaunch), any brand can sponsor their post. We have decided to share our thoughts on the new service available to any business. Digital and traditional marketing methods such as [Facebook](https://www.facebook.com/bigwavemedia?ref=ts&fref=ts) and [Twitter](https://twitter.com/BigWaveMedia) have a stricter rule on what you can post in comparison to Instagram, it allows a brand to be more creative with their content which can capture their audience in a different way to other social media sites. However, one of the biggest mistakes that businesses make on Instagram is the content of the photos, you have to make sure that the content your posting, people want you to see on their timeline. The main question you need to ask yourself is 'would you like that post?', you don't want to be that generic company that shows off your new services such as a new stapler in stock. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/blog.bigwavemedia.co_.uk_wp_content_uploads_2015_09_instagram_djdjd.jpg) One feature on Instagram is that businesses can post [carousel](http://blog.business.instagram.com/post/112707530471/carousel-ads) type photos, these don't have to be photos of your services, it could include interesting abstract photos or quotes. By having a carousel type ads, the advert creates more depth to the post, enabling your business to tell a story through imagery. Don't have to directly post about your business, merely increasing your following will increase awareness of your brand. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/blog.bigwavemedia.co_.uk_wp_content_uploads_2015_09_instagram_video_1024x575.jpg) Instagram have also introduced [15 second videos](http://blog.instagram.com/post/53448889009/video-on-instagram) for users, this has also available in Ad formats (30 seconds), and therefore your brand can engage in richer storytelling. This could resemble a TV ad but for a minuscule price. One advantage that Instagram has over TV is that the Instagram video is more suited to your audience, whereas TV ads aren't a niche market and are dominated by big brands. If a user swipes your ad, they are actively engaging into it, however with other social media platforms and TV ads, the user doesn't have to actively swipe the advert. Instagram ads can reach a wide audience fast without the user actively 'sharing' the post. Liking an Instagram post adds the post to the private stream where the user can only see it. Merely liking the post will appear on other peoples streams that follow that user, meaning that your reach and impressions will be very high. With Instagram marketing being a new development and concept, this may cause an overload of businesses wanting to post on app. However Instagram isn't just one stream which means most people will only have one or two ads on their stream at one time, making it a perfect platform for marketers. We are pleased that Instagram are finally letting Small - Medium businesses advertise on their app. This new development will be revolutionary and will allow businesses to increase awareness of their brand and could potentially increase sales. Here at [Bigwave](/okf/article/marketing-on-instagram.md) we are able to help manage and run pay per click campaigns across a range of social and search networks including [Instagram](https://instagram.com/bigwaveagency/). To discuss campaign ideas that we can help you develop, please contact us on 0845 643 2385 or complete our [contact form](/okf/article/marketing-on-instagram.md). --- ## Marketing the reopening of Leisure & Cultural Facilities The COVID 19 pandemic has impacted everyone. It's caused highs and lows, from uncertainty and panic to taking a step back and coming up with brilliant ideas. We are all looking to create the best way forward as we enter the next phase. Strategic and Partnerships Director, Tom Gozna talks us through the challenge and provides a free guide and toolkit. From a marketing perspective we have seen a new wave of “buzz words” banded around that could either inspire or just plainly confuse you, the biggest buzz word I think we all now recognise is Zoom or Teams, even my Dad is now getting the hang of it!! There are also lots of “experts” suddenly promising to totally change your business forever as if it were amazing that you were running successful businesses before. Fortunately, there has also been some great collaborations, research and support being offered in our industry to help when it has been needed most of all! We are all going to need to adapt and review our marketing as the world is going to be a very different place and buying patterns and consumer confidence are going to vary massively, however does this mean completely throwing away the years of effort and exposure that you have already worked so hard to achieve through your pre Covid marketing! In my opinion as a rule the answer is NO! How many people were already creating their annual plans and budgets to run from April for the next financial year and had loads of ideas ready to roll out… these do not need to be thrown out to start again! YES 100% we need to look back and review and understand - What we were doing before, what worked, what did not and why! - What could or should we do differently? - Is our message still clear and relevant to the audience and consistent to what we are trying to achieve? - Do our products and services still to make a difference to the consumer! - What stands us apart from our competition? - How do we communicate and showcase ourselves now and in the future! Hopefully, most of this was already happening before we entered lockdown, I am not sure anyone is really a “marketing expert” in an industry that is constantly changing? I am sure we are all guilty of not getting it right every time and worrying what the competition might be doing, but during this unprecedented time where we plan the future there is also lots to be proud of from our past achievements that helps to focus our attentions on a brighter future which will invariably come with quite a few bumps along the way. As we now all develop plans for re-opening of the industry in what will be different set up it should not mean we need to suddenly drop all the good practice and logic that has been built up to create a completely new marketing strategy. Plans do not need to be overcomplicated to try and be everything to everyone. We already had our own niche audiences and unique selling points; these people are still there along with similar audiences and there will inevitably be new opportunities due to the obvious growth in digital solutions. We can also take confidence in the fact that the nations perceptions and thoughts around being active and the benefits of physical activity may well have changed for the good! Professor Chris Whitty the Chief Medical Officer summed up the message perfectly on April 15th “There is no situation, no age, no condition, where exercise is not a good thing” The huge efforts to keep members and the wider community engaged over the past few months through the variety of channels will have ensured that our brands are still relevant and now is the time that we start building back up to whatever the new normal might be! Like myself I am sure plans are now underway and my key list of actions will be - Maintaining a presence and continued engagement on our digital channels - Keeping existing members informed and up to date, whilst building confidence that it will safe to return and that we are following guidelines - Finalising all operational marketing practices and guidelines for staff and customers - Agreeing who and how we target the wider community ensuring our key messages are front and centre to our marketing - Use real assets wherever possible - Use the data and research and customer insights to make informed decisions - Focus on the positive opportunities whilst maintaining the best practice from previous experience - Tiering all plans to be reactive depending on how guidelines change with a lead in approach to opening followed by an opening phase - Gearing our marketing and spend to the relevant audiences at the relevant time - Generating new leads It is certainly going to be a challenging time for the leisure industry! My key tact now is do not panic, remember that you were doing a good job before this and that we will not get it right every time, be brave, adapt and overcome! If you are a trust and would like to join the National campaign supported by Community Leisure UK, Get U Back, please sign up here. **FREE TOOLS** To get a **FREE** 'Marketing your reopening' campaign Guide download it [here](https://bigwave.co.uk/wp-content/uploads/2020/12/Bigwave-Campaign-guide.pdf). --- ## Marketing to Every Audience **How to Target Your Leisure Campaign and Which Tools to Use** With a wide range of marketing methods available it can be difficult to choose which method is best to get your message across to the correct audience in a cost effective way. It is important to ensure that the sole focus is not always on new members and to have a strategy that communicates with current customers and any that you have lost along the way. Carefully planning out your activity, dependent on the type of consumer can help create a consistently branded campaign across multiple levels to give an all-round marketing campaign. This requires you to create bespoke activity to your various consumers groups including: - Existing - New member prospects - Lapsed members **New Members / Prospects** **Design and branding** - Eye catching artwork that drives people with a strong call to action is important for any sales based campaign, don't give too much information away and encourage people to call you, visit your website or interact via social media. Keep the message consistent and on brand across all channels. **Demographics -** analyse your data to ensure you are targeting the correct demographics for both traditional and digital methods. **Distributions** - carefully plan out any leaflet based distributions to ensure you are targeting the correct audience, and if you are inserting into a publication again ensure this publication matches the demographic profile you are aiming to attract to your specific offer. **Website-** you have sparked an interest in your offer so one of the first places people will look is your website, this is your chance to really give people the detail they want, and if you have a promotion on make sure it is clearly visible. Also the website is a perfect place to gather prospects through contact submission forms and competitions. The majority of people now view websites on a phone or tablet so if your site is not mobile enabled it will be important to consider this in the future. **Facebook advertising -** targeted pay per click (PPC) advertising via Facebook for example can help you reach a new audience that is not already engaging with your social media channels. This can be specifically targeted to geographic areas, age ranges, gender and personal interests to ensure your spend is used wisely. **Search engine advertising** - advertise to people when they are at an intent stage in the customer journey by directly advertising using PPC. Utilising demographic information and specific key words to attract new interest and also stay ahead of the competition. Supplement your PPC with a check on the performance of your websites organic search engine results via an SEO review and plan. **Social media channels** - Focus on the benefits of the experience that you offer rather than directly trying to sell. The engagement and content needs to be of interest and provide good social share options. This could be via infographics and memes to the channels. Don't fall down by not engaging with your audience and if someone leaves a message or a question get back to them quickly with a positive response. Make sure there is somewhere for people to leave their details so you can capture any prospects details. **e-marketing and SMS -** while mainly used for current members, retention and referral purposes using e-marketing and SMS can also be effective to contact ex members for new member drives. Using the data that you capture from your website, social media channels, on site and via the phone you can directly target these people with your offer to ensure they receive a personal message from you. **Direct mail -** if the audience is correct then why not send a bespoke piece of marketing to your prospects list with a special offer, again this method is often used for current members and ex members but if you have a niche target and a select list of hot prospects a cost effective digital print run and postage will give the prospect a personalised message straight to the doormat. **External advertising** - plan in advance, again by reviewing your core areas you can then research the best options such as billboards, bus shelters, or even try and secure a space for your own banners in a busy area! For a longer term investment why not consider securing your very own trailer for high impact banner advertising that can be moved to make the most of various different times and events! **Internal advertising** - once you have gone to the effort of exposing your brand externally, don't forget to carry this through internally as first impressions really do count, carrying on the strong message will strengthen your efforts and will also aid with referral from existing members. **Radio and newspaper -** do they still work**?.** Traditional newspaper and radio advertising still has its place in the mix if you choose the correct approach. With the emergence of digital methods the newspapers and publications are more likely to offer special rates to get you advertising with them, where possible ensure that the publication also gives you some editorial to go alongside your advert. **Promotions -** running a promotion with the newspapers, local publications and radio stations will also help to generate exposure and enable opportunities for data capture that can then be used for e-marketing or SMS purposes. These can also be promoted via your social media channels in order to cross reference your marketing methods. These are often all free to include if you are offering a worthwhile prize such as a free membership. **Important Audiences Never to be Missed as Part of Any Sales Campaign** **Ex members** Whilst some members who leave are not likely to return there are others who have fallen by the wayside who are still hot leads that need to be included in any full marketing campaign. The tools to engage with this group are often cost effective and act as an extra boost from the awareness that has already been created for the new sales campaign. **E-campaigns -** target your ex members with your latest offer and remind them what they are missing out on by highlighting not only the benefits of joining your centre but also of the benefits to them personally. If you run specific ex member campaigns then ensure the offer is shown strongly as a unique selling point (USP) but also an obvious call to action. **SMS -** follow up the e-campaign with an SMS campaign to anyone who hasn't read or opened the email to make sure your offer / message has been received. **Direct mail -** give the ex-members the personal touch and show you still care about them by sending them a personalised piece of direct mail with a specific offer, whilst the artwork will be mainly generic you can personalise this to the individual. **Social Media** - just because they are not members anymore doesn't mean they will not follow your social media feeds, so ensure that you are posting engaging content that generates interest, it might just help to motivate the ex-member to come back and re-join. **Current members can form part of your sales team!** Most centres will have a clear communication pathway for existing members to support retention levels. It is important that you keep these members happy and also informed. This will help to motivate them but also make them more likely to refer your offering to friends and family. Everyone likes an offer! Incentivise existing members with a strong referral programme. Outside of the retention programme and points of contact that the members already receive there are still some marketing opportunities that can be targeted to current members as part of a new sales campaign. Your offer will have been seen externally and also internally and if there is a special offer it could leave existing members feeling they are missing out. Offering an incentive through a referral scheme will not only help to keep the existing member happy but also potentially boost your new membership sales. This referral offer also needs to be given to new members as soon as they join to carry on the momentum. **Internal marketing -** your existing members will be used to seeing your standard materials and will be accustomed to it so the offer needs to stand out to them. Whilst keeping in-line with the campaign design make some subtle changes with strong messages aimed directly at existing users through a variety of ideas. Try pop up displays in the gym / class areas and potentially leave messages in the lockers, the back of toilet doors and above urinals is always a winner too as it quite literally is a captive audience. **e-marketing** - add to the existing member communication with the referral offer or add it to existing information such as the monthly member's newsletter. **SMS -** send the offer to any members who have not opened the e-campaign. **Direct mail -** sending the members something that they can physically give to a friend or loved one should generate a good response, Campaigns such as 12 days of Christmas have been around forever but still work. This can also be used in the form of a short free trial or bring a friend for free with a strong conversion offer, but ensure that the person giving the referral is also incentivised. **Social media -** your existing members are likely to be engaging with you the most on a daily basis so don't want to see sales messages all the time, keep the content engaging and motivating so that they keep checking and also increase the possibility of social sharing **Casual users** If you are open to non- members (more often known as casual or pay as you go users) they will also see your external and internal marketing. Some are happy to come along and continue to pay as they go and not commit to a membership. However you can still target these users with tailored messages that might make them take the leap to becoming a fully-fledged member. **Internal marketing** - Tease the casuals users with thought provoking messages that makes them question whether they would be financially better off as a member. This can be via posters, pop up displays and any other point of sale items used within the centre. **e-marketing -** Interrogate your database to see how often the casual users are coming, if you have a group that would benefit from becoming a member then send that group a unique message explaining the various benefits that they would receive by being a member. **SMS -** again in the same way as the other groups send SMS messages to those who do not open the e-campaign. **Social media -** use motivational messages on memes and infographics and highlight the importance of regular exercise and the benefits that this can be bring. **To Summarise:** - Keep the branding consistent - Use your data to analyse your users and target your spend wisely using your demographic information - Send the correct messages to the correct audiences - Don't be afraid to push the boundaries and try new methods - Plan your activity carefully within an agreed budget - Set targets for the outcome of the promotion - Analyse the effectiveness of each method - And don't forget? ensure your enquiry handling system is in place to capitalise on all inquiries These tips are ideas on how to market to your target audience for not only a sales campaign but also your marketing strategy in general. If you would like more information on marketing and project management services we provide at Bigwave Media and how we can support you contact [**tomgozna@bigwavemedia.co.uk**](mailto:tomgozna@bigwavemedia.co.uk) Our team of account managers, marketing consultants and project managers can support with your every requirement and work alongside you to create striking and effective marketing campaigns. --- ## Metaverse: Marketing in a Virtual Universe The future of digital has arrived. In an attempt to transition from controversies, the parent company of Facebook have changed their name to Meta. However, its subsidiary platforms, Facebook, Instagram, and WhatsApp, are keeping their original names. Bringing multiple products together under the new name, Chief Executive, Mark Zuckerberg, is paving the future of communicative technology. With help from virtual reality, augmented reality, and smart glasses to create truly immersive experiences, Meta has created a new universe called the Metaverse. It is things like this that we only ever thought was real in science fiction movies, but it seems a lot of these movies we grew up watching were predicting the future after all. Technology has evolved drastically, a lot quicker than we imagined, providing the world with endless opportunities to grow not only as people but as businesses too.## **What is the Metaverse?** The Metaverse is the combined world of digital and physical. Meta is trying to recreate a version of the Internet where users can interact, work, socialise, play video games, watch TV, practically anything digital, in a virtual world. From virtual reality to augmented reality and smart glasses, the Metaverse will harness every ounce of the immersive infrastructure and make it accessible on all its platforms in a universe where people feel closer together, no matter how far apart. It is quite literally a speculative and futuristic iteration of the Internet. But this version of the Internet consists of shared, three-dimensional worlds that succeeds in revolutionising what we are so used to. > “We believe the metaverse will be the successor to the mobile internet, we’ll be able to feel present – like we’re right there with people no matter how far apart we are,” **[Zuckerburg said in a presentation at Meta's annual Connect conference](https://www.theguardian.com/technology/2021/oct/28/facebook-mark-zuckerberg-meta-metaverse)**. The Metaverse will be a space where people can create avatars of themselves, a digital representation that looks and feels so real you will feel like it is just that. The Metaverse is nothing short of the perfect form of escapism for everyone. With the ability to virtually meet in homes, offices, attend live events, try on clothes before you buy them, socialise with friends as if you are in the same room, build worlds, and play video games, the opportunities are unfathomably endless. They will also prove to be highly beneficial for accessibility. The question is, is it all too much? We know that the older generations are less likely to adopt this technological universe, but what about the younger generations? Can we imagine a world where we no longer need physical TVs or computers for work but simply a wearable device and an effortless wave of the hand? ## **Key Elements of the Metaverse** The Metaverse universe consists of several elements. You can watch the full film by Meta [**here**](https://about.facebook.com/meta/) for greater insight, but the basic foundations of the Metaverse include:- **The Internet** – The Metaverse will be a decentralised version of computers not owned by any government or entity. Therefore, no permission is needed from such entities for use. - **Extended reality (XR) hardware** – From smart glasses to haptics, Omni treadmills and VR headsets, new and improved devices will be just some of our control options. Zuckerberg said in Meta’s film that we will be able to action simply by voice control or even thinking. - **Smart contract platforms and decentralized ledgers** – Blockchain technology will create transparent, permissionless, and censorship-resistant transactions. We will likely see the use of cryptocurrencies to buy NFTs (non-fungible tokens) in the Metaverse, making the Metaverse a viable public good. - **Endless media opportunities** – Video, images, text, audio, 3D items and scenes, vectors, and so much more make the Metaverse a place where we can experience and create our virtual realities. A place where several of our favourite platforms are accessible. - **An infinite universe** – The Metaverse exists in real-time and continues indefinitely, meaning it is active 24/7. It is fully self-contained and functioning so people can create, own, sell and invest, and be rewarded for labour. ## **Marketing in the Metaverse** Is the Metaverse the new frontier for marketing? The Metaverse has poised a rapid growth opportunity for brands to market themselves. Industry insiders have predicted that much like the Internet we all currently know, the Metaverse will be essential for all brands. So now, marketers will need to adapt and get used to implementing new strategies and harnessing new tools to compete. In this new technological dimension, everyone will be a world builder, including brands. So, how can marketers and businesses conquer this new Metaverse?> "A good starting point for brands looking to show up effectively in the metaverse is for them to parallel what they do in reality." **Lindsey McInerney, global head of technology and innovation at [Anheuser-Busch InBev](https://builtin.com/company/anheuser-busch-inbev) told [Built in](https://builtin.com/marketing/metaverse-nft-brands)**. The Metaverse will allow many applications to integrate with this new Internet. The best thing marketers can do is adopt the technology early, setting them up for success and evolving with their users.## **Using the Metaverse to Help Grow Your Brand** It may seem intimidating, but jumping on the Meta train early will help your brand as you will learn and grow alongside the community. This means that you won't get left behind when new developments are introduced. Keep in mind how much value there is in having millennials and Generation Zs as your target market. A good starting point is to develop an affordable framework strategy that accounts for early experimentation and gets you and your staff into the feel of the Metaverse. Think about the long-term vision and how these new immersive technologies can enhance engagement. A few tips marketers can utilise for brand growth include:- Create experiences that tie in with real-life experiences. - Offer virtual advertising where users can experience your ads and message as if they're a part of it. - Just like in video games, collectables will be available in the Metaverse. So, by offering assets and items as rewards, you could see rapid growth in engagement. - Engage with the community but don’t pester them, and ensure your ads are relevant to them. User-generated content is key. - Don’t get left behind. Never stop experimenting and keep up to date with the Metaverse. - Consider how to build towards interacting with your audience using XR hardware like wearable devices. - Invest in immersive learning and training to enhance the skills of your staff. The Metaverse is an infinite virtual universe. There is no end, and it will continue to expand as its user community grows until the devices we recognise the most now (e.g. iPhones, laptops, TVs and consoles) become a distant memory. It is difficult to imagine such cutting-edge, futuristic technology, but it is inevitable.--- You can read more about virtual reality and how it is changing the landscape of marketing on our blog [**here**](/okf/article/how-virtual-reality-is-changing-the-landscape-of-marketing.md). For information about our marketing services in Devon, please [**contact us**](https://bigwave.co.uk/contact/). --- ## Mindful marketing: psychology tips for a successful marketing strategy --- Charlotte Brown is an undergraduate BSc Psychology Student at the University of Exeter. When her nose isn’t stuck in a book, she’s studying, writing for the Slow Food on Campus Society, or eating a Subway. --- The common definition of psychology is that it’s the scientific study of human behaviour. For marketers, the human behaviour of interest here is how customers engage with and buy from your specific business. How do we use this link to boost marketing strategies and position ourselves - scientifically - in our potential customers’ good books? ### **Why does it matter?** It’s all well and good to take strategies at face value, but knowing the ‘why’ of how marketing works can give your business the edge. Getting into the mind of your audience and understanding why they do what they do on your website and social media gives you the unique knowledge to tailor your marketing strategy and maximise its effectiveness. A little insight from psychological theories can go a long way in drawing your audience in. If your campaign plans need a refresh, check out these tips using tried-and-tested psychological research to enhance your brand. ### **Following the crowd may not be a bad thing** The concept of ‘being a sheep’ isn’t all bad. Asch famously found that after actors all deliberately gave the incorrect answer to very easy puzzle questions amongst a group of people, roughly 75% of people followed suit and also said the wrong answer to avoid standing out. If we apply this to marketing, we can conclude that widespread support of your brand from professionals and industry leaders encourages consumers to follow their lead and invest in your brand as well. This is perhaps most obvious with Apple - everyone and their mother has an iPhone and it’s very easy to just follow along with the trend to fit in. This isn’t even touching the fact that, according to their marketing, every single toothpaste brand seems to have 4 out of 5 dentists recommending it. Take advantage of this phenomenon by making the widespread approval of your brand known through your marketing. ### **Familiarity is a friend** The more we see something, the more we like it. In the 1960s, Zajonc demonstrated this mere exposure effect by asking people to give the meanings of various Chinese characters. The more frequently someone was shown the character, the more positive meaning they gave. You can see this for yourself in daily life with songs that tend to ‘grow on you’, for example. This finding stresses the importance of getting your brand out there. Repetition can be a good thing in this case - even if someone doesn’t necessarily register that they’ve seen your advertising, they’ll be more likely to prefer your brand over competitors later. Social media marketing is the perfect way to do this! ### **We see what we want to see, so make your message stand out** In one of the more well-known studies, people were asked to count the number of times a team in white t-shirts passed a ball to one another while ignoring the team dressed in black. Easy enough! However, what about when people were asked to recall if they’d noticed the man in a gorilla suit standing in the centre? The resounding response was, “What gorilla?” This Harvard University experiment is a classic case of selective attention. People were so focused on only the team in white that they completely missed any other activities going on around them, even those relating to surprise primates. Make sure your websites and marketing materials grab consumers’ attention and get straight to the point. If people get distracted by peripheral adverts or unimportant messaging, there’s a big chance that they’ll miss what’s right in front of them. This can be prevented by working to tailor content to your demographic and keeping up with which elements of your designs work and which don’t. ### **Kindness is key** In true British polite fashion, we often feel obliged to give something back to people who have helped us. Waiters in early 2000s research saw a 20% increase in tips by simply giving customers an after-dinner mint, pausing, then giving them a second one and saying it was just for them (considering they said the same thing to multiple people during the research, it was a slight fib, but hey, it worked!). The principle of reciprocity encapsulates this social norm. This is also one of the easiest to follow in terms of marketing: simply increase customer engagement by offering exclusive deals to loyal customers and just generally helping them out and offering great service. The good karma will come back round for your brand with positive testimonials, more sales, and the like. ### **If you can’t beat them, join them** Even in pretty meaningless situations, we tend to prefer people who are like us - our ‘in-group’. We use our in-group as a reference point for how to behave, what our opinions are, and more. The preference for our ingroup is a phenomenon known as in-group favouritism. Goldstein, Cialdini, and Griskevicius (2008) showed that just by giving customers an idea of how customers like them have behaved in the past, they change their behaviour. Hotel guests were presented with 3 phrases: either ‘help save the environment’, ‘75% of hotel guests in this hotel reuse their towels,’ or ‘75% of hotel guests in this room reuse their towels’. The final two messages, which applied to the guests themselves, encouraged them to reuse towels roughly 10% more of the time. Marketers can apply this by using testimonials from previous customers or by suggesting that other potential customers in the same situation used their brand and had good results. The main idea is to establish that by using your business, customers will be part of the desired in-group. Wondering where to get started? Bigwave can help you streamline your digital marketing and accurately target your audience for quick and efficient results. Find out more here. --- ## My Placement Year at Bigwave media My name is [Rosie](http://bigwavemedia.co.uk/team/profiles/rosie_king.html) and I have spent my university placement year at [Bigwave media](http://www.bigwavemedia.co.uk/), as a Junior Digital Account Manager. Whilst studying towards a Marketing degree at Plymouth University, I approached Bigwave and joined the team as a placement student in October. As my first experience of working at a marketing agency, 7 months on I can honestly say I've learnt a huge amount and it has been a great way to spend my placement year. Working predominantly alongside Digital Account Executive [Laura](http://bigwavemedia.co.uk/team/profiles/laura_rogers.html), my day-to-day tasks include monitoring and responding to clients' social media activity, producing and scheduling social media content using [Hootsuite](https://hootsuite.com/) and writing and publishing [blog articles](http://blog.bigwavemedia.co.uk/content/author/rosie/) for [Bigwave's blog site](http://blog.bigwavemedia.co.uk/) using [Wordpress](https://wordpress.com/). As well as marketing and industry news-themed blog posts for Bigwave, I have also written a number of health and fitness-based blog posts for clients. Other content I have produced has been in the form of monthly [fitness memes](https://www.pinterest.com/ImpulseLeisure/health-and-fitness-motivation/) (quotes and images) and [infographics](https://www.pinterest.com/bigwavemedia/some-of-our-work/) - which has involved carrying out research and writing design briefs for them. Over the course of my placement, I have learnt how to input these jobs into the agency's design workflow system to schedule for design. Each month, Laura and I produce in-depth social media reports for a number of clients which has provided me with a great insight into the long-term impact of our work. I have been fortunate enough to get involved in a variety of other jobs and projects since working at Bigwave. Working with the web development team, I have enjoyed copywriting, sitemapping and inputting content for various websites, often using [Joomla](https://www.joomla.com/). Digital Director, [Simon](http://www.bigwavemedia.co.uk/team/profiles/simon_beer.html), also gave me the opportunity to work on an article about Marketing Trends for [ukactive](http://ukactive.com/). More recently, I have helped re-launch Bigwave's monthly newsletter - [The Board](http://createsend.com/t/r-62C0AE2A1E54DDCE2540EF23F30FEDED), which I have contributed to and managed the distribution of each month. I've found Bigwave media to be a brilliant place to work, with an extremely friendly team and a great ethos. Aside from the invaluable marketing experience I feel I've gained since being here, I've also loved getting involved in team events. Some of the most memorable have included [fundraising](http://uk.virginmoneygiving.com/team/bigwave) for - and participating in - the brutal but exhilarating 10K [RockSolidRace](http://blog.bigwavemedia.co.uk/content/2015/team-bigwave-finish-rocksolid/) team challenge, taking part in the annual[ Bigwave Easter Egg Hunt](https://www.facebook.com/media/set/?set=a.10153332676414448.1073741832.325155744447&type=3) and attending the launch event of [Exeter Business Games 2015](http://exeterbusinessgames.co.uk/). I came to Bigwave with the aim of learning more about marketing in the leisure industry, developing my digital and copy writing skills and fuelling my interest in health and fitness. Looking back at everything I've learnt and achieved over the past 7 months, the whole experience has gone above and beyond my expectations and I feel well equipped for when the time comes to head back to uni and hit the books for my final year. Thanks for a brilliant placement year, Bigwave! --- ## Near Field Communication Contactless Payments have been with us for a while. Barclaycard has had the [feature](https://www.youtube.com/watch?v=1WlRcXIO5ik) since 2008 and you don't even need to ride a roller coaster to work to use it. With [Apple Pay](https://www.apple.com/uk/apple-pay/), Barclays' [bPay](http://www.bpay.co.uk/home) stickers and EE's [Cash on Tap](http://ee.co.uk/ee-and-me/travel-shopping/cash-on-tap) app everyone will be tapping to pay for things. The transaction can be almost twice as fast as conventional cash, credit or debit card methods. But what exactly is it? Contactless Payments make use of a technology called Near Field Communication (NFC). The card, sticker or mobile phone has a unique radio-frequency identification (RFID) chip embedded with a thin copper wire around the edge acting as an antenna. The card reader at the point of sale terminal emits an electromagnetic field. When the device enters this field it starts communicating with the reader in an encrypted language and the transaction is made.[ Apple Watch](https://www.apple.com/uk/watch/) users don't have it quite so easy due to having to hold their wrist up to the terminal and press a button twice but even then, with no signature or PIN verification required the whole process is still much faster. Like all new technology, there have been problems reported. Card clash seems to be the most common, with a wallet full of debit and credit cards tapping the whole thing could result in the wrong card being debited. Transport for London even have a [whole page](https://tfl.gov.uk/fares-and-payments/oyster/using-oyster/card-clash) explaining how to avoid it so travelers aren't hit with extra charges. Security concerns are minimised too, being able to tap to make a payment could mean fraudsters simply need to bump into you to extract money. If an Apple Pay user is using their iPhone, they need to use the device's Touch ID fingerprint scanner to authenticate the transaction. There are payment limits set on single transactions. For example bPay will only let you pay for things £20 and under although that will be increased to £30 in September 2015. There is little chance of making accidental payments either as the device needs to be about 5cm from the reader to make the transaction. So no chance that you will accidental pay for someone else's sandwich. And finally to mitigate concerns over identity theft, contactless cards and devices do not hold details about the user. Instead a placeholder name is used. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/image.img_300x168.jpg)With Mastercard insisting all payment terminals in Europe should accept contactless payments by 2020, Southampton FC is the first football club globally to offer its loyal fans the band for free. [Southampton FC](http://www.home.barclaycard/news/southampton-fc-wearable-payment-wristband.html) are issuing bPay bands to its season ticket holders which will enable them to have exclusive offers, special experiences and prize draws. Soon we will all be tapping! [Bigwave media](http://www.bigwavemedia.co.uk/index.php) is a creative marketing agency working with clients across the UK. To discuss campaign ideas that we can help you develop, please contact us on 0845 643 2385 or complete our [contact form](http://www.bigwavemedia.co.uk/contact-us). --- ## Need to Know: The 5 W's of Analytics **For this quarter's blog series, we're diving into Analytics.** Historically, analytics goes way back. In 1785, William Playfair came up with the bar chart, which is a basic but widely used visual data feature. It is said that he invented the bar chart to show a dozen data points. Later, in 1812, mapmaker Charles Joseph Minard located the losses of Napoleon’s army from their march in Moscow. He started at the Polish-Russian border, creating a linear map by displaying both thick and thin lines which showed how the losses were tied to the cold winter and the amount of time the army was away from the supply lines. The point is, the way we look at data has changed significantly, going from bar charts and graphs to digital tools that enable us to record and track data unlike ever before. In this blog, we look at the 5Ws of analytics – the who, what, when, where, and why (and a little bit of the how). ## **Who Uses Analytics Nowadays?** In the marketing world, all kinds of departments require their employees to have knowledge of analytics. From content to social media and SEO, various roles within marketing agencies need to use analytics to understand how the work they are producing is performing. Businesses use data analytics techniques in their research to inform their decisions. It can help companies better understand their customers, evaluate their ad campaigns, personalize content, create content strategies, and develop products. ## **What Are Analytics?** Analytics is “***the analysis of data to draw hidden insights, to aid in decision making***”. For marketers, analytics helps study raw data to make decisions, which becomes useful in areas where you need to record a lot of data or information. Analytics relies on statistics, computer programming, and operations research in order to distract lots of data and gain insights into the data’s meaning. ## **When to Use Analytics in Marketing** Businesses use many different data analytics techniques for research and to inform any decisions they have made and find ways to help the business grow. They can also use analytics to examine and understand patterns in data to predict how they may look in the future. This can benefit businesses as trends can be recognised, which ultimately can be useful to figure out what works well for the company. Essentially in marketing, it's best to use analytics regularly to stay on top of trends and to help create the best content possible. ## **Where Do I Find Analytics?** Most analytics tools can be found internally in the programmes you are using, such as social media platforms. Below is a short list of some online tools that can be used to analyse your business's performance: 1. [**Google Analytics**](https://analytics.google.com/analytics/web/): Google Analytics is a web analytics service that provides statistics and basic analytical tools for search engine optimization (SEO). Google Analytics is part of the Google Marketing Platform, which is available for free to anyone with a Google account. 2. [**Hootsuite**](https://www.hootsuite.com/): Hootsuite is a social media management platform that involves and covers many different aspects of what a social media manager's role would include. In this one platform, users can do simple things like creating content and scheduling posts, managing team members, and measuring ROI. 3. [**Sprout Social**](https://sproutsocial.com/): Sprout Social is another social media management tool for brands and agencies of all sizes, to manage conversations and surface the actionable insights that drive real business impact. 4. [**Facebook and Instagram Insights**](https://www.facebook.com/formedia/tools/page-insights): Both Facebook and Instagram have a section called Insights where you can see and evaluate the success of content that has been posted. It is beneficial for businesses as it allows them to see what has gone well and what hasn’t. 5. [**YouTube Studio**](https://studio.youtube.com/): This is an application made from YouTube to enable you as a creator to view your dashboard, content, comments, playlists, and most importantly analytics. The analytics tab enables you to view your reach, engagement, and audience for your videos and your channel. ## **Why Are Analytics Important for Businesses?** Analytics can help businesses make better, more informed decisions and achieve several different goals. They can help businesses to understand their consumer's behaviour better, measure their successes against their goals, gain more of an insight into their competitors, discover trends for their market, and get the best out of their operations. Results from analytics can help improve the profitability of the business and increase market share and revenue to provide a better return to a shareholder. ## **How Can Data Analytics Help Businesses Grow?** Data analytics can provide valuable insights into your business and how your customers engage with you. It can also help an organisation understand how to market products, mitigate risk, or even how to enhance security. Analytics can help businesses by showing them: - **What content is or isn’t performing well** - With data being able to show us this, this means a business can begin to prioritise better content for better performance. - **Who their audience is** - For example, on Instagram, you can find statistics for your page on your audience, telling you gender, ratio, location, and age. This can help you to determine who your audience is as a brand. - **The best days and times to post content** - This can help maximise your audience reach, exposing your business to lots of potential new customers! Analytics has changed the dynamics of businesses and how they operate, and this importance can’t be overestimated, as more businesses rely on it for their decision-making process. It is obvious that analytics is a very important marketing skill for businesses in the modern world, which explains the demand for analytics professionals. --- ***For information about our [SEO services](/okf/page/seo-services.md),* [*contact us*](https://bigwave.co.uk/contact)*.*** --- ## New ambitions set at the 2018 ukactive National Summit **On September 12th, members of Team Bigwave attended the ukactive National Summit. The theme was *physical activity – a social solution.* Their aim was to continue to leverage collective ambitions for a healthier nation and conquer the rise of sedentary inactivity blighting the UK.** The summit saw 700 decision makers and influencers from across the broad scope of fitness, health and wellbeing convene in the QEII Centre in London to examine the current health and fitness levels in the UK. The conference served up plenty of food for thought across a huge range of important topics. Every Bigwave attendee left with very different visions but a shared incentive to make a difference in whatever way they could. Lee Potter, Creative Director, described his first ukactive summit as ‘inspiring, particularly in terms of how the trust and private sector have grabbed the issues that are affecting communities and shaping the future for the better.’ #### **Addressing generation inactive** Key themes of the day included: - Using fitness as a preventative medicine, especially for conditions like type 2 diabetes - Community disconnection and loneliness - Child inactivity levels ‘I understand politics is about priorities, but how many bigger priorities can there be than the health of our nation?’ was one of Baroness Tanni Grey-Thompson’s takeaways. In her morning keynote speech, she referred to growing inactivity levels in children. ‘This is the least active generation ever, with evidence showing that inactive children become inactive adults at risk of a host of preventable diseases’. Remedies to this issue included going beyond simply limiting screen time. Anne Longfield, Children’s Commissioner for England, highlighted that there is a fundamental requirement to prescribe alternative activities to screen time and that screen time should be limited for parents too. Improving park facilities was another solution offered up in Longfield’s keynote. Cleaner Toilets, improved supervision and interactive activities are all solutions that would encourage greater park use. #### **Disconnecting in a connected world** But there was more than just generational inactivity in the spotlight during the summit and it became clear just how broad a topic health and wellbeing truly is. Bigwave were given some particular intellectual nourishment in the form of a *promoting workplace health.* We like to think we’re pretty clued up on workplace wellbeing. But there’s always room for improvement and our Head of Client Experience, Debbi Moore, described herself as ‘leaving the arena full of practical ideas on building physical activity into working life.’ She said: ‘I come away from the summit every year with elation and motivated that we, at Bigwave, are contributing to the Physical Activity agenda and that I am so proud to be involved with this sector. Making a difference to people’s lives is so important and crucial to the health of our nation and the future generations in the UK.’ Towards the end of the day, some Team Bigwaver’s headed to Alex Smith’s keynote *Disconnecting in a Connected World*, which looked at bridging the divide between fractured communities with a particular focus on loneliness. CEO of The Cares Family, a community network group dedicated to combatting loneliness, Jones used his own experiences of assisting the elderly to facilitate his speech. But the premise was that all walks of life can feel alone, be it youngsters or the senior population. It was a highly poignant keynote that left us all considering how we can make a difference to our neighbours, colleagues, acquaintances and friends. --- ## New Childcare Website Goes Live We have just gone live with another website developed for the childcare industry. [Munchkins Day Nursery](http://www.munchkinsdaynursery.com "Munchkins Day Nusery") in Exeter provides a friendly and welcoming learning environment for children of local working parents. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/munchkinsdaynursery.jpg)We were excited to be able to work on another website in this sector, we looked at many similar childcare companies who already had a web presence and discovered that many of them have poor design and navigation. Many of them seem to choose to aim their design and branding at the children rather than the parents. Our brief was to design a bright but professional website which was easily updatable by the client. We've tried to fulfil this brief making sure that the site is aesthetically pleasing while being accessible to a wide audience. --- ## New data laws are coming and they affect you We have great news for anyone who’s ever posted anything embarrassing online. New proposed ‘right to be forgotten’ data laws could be the much-needed antidote to your online woes. The new Data Protection Bill, which is due to formalise the switch from the Data Protection Act to the General Data Protection Regulation (DGPR), is set to strengthen UK data protection laws and ensure citizens have more control over their own personal data. ##### **Dishing out the dirt** A message released by the UK Government Department for Digital, Culture, Media and Sport suggests that 80% of people feel they do not have complete control over their data online. The new regulations hope to remedy people’s anxiety surrounding the way their data is stored, shared and used. Under new the new measures: - People will have the right to ask for their personal data to be erased. Any social media posts can be forgotten whenever requested and at any time. - Parents will be able to give consent for their child’s data to be used by an organisation. - The term ‘personal data’ will be expanded to include IP addresses, internet cookies and DNA, as well as genetic, physical, physiological, cultural, location and economical identifiers. - The right of Access ensures data subjects are able to ask for a copy of any data the organisation may hold, this is called a Subject Access request. The organisation is bound by law to deliver this information within one month and no charge can be made. - Organisations will be required to encrypt data more often and adopt the pseudonymisation of personal data. The processing of data in this ways means it can no longer be attributed to a specific data subject. However, this process can be reversed using a ‘Secure Key’ when required but only by an authorised person. ##### ##### **What does this mean for you?** You’ll need to have a close look at your company’s data compliance. The way you use your customer’s data will change, meaning you’ll need to have a condition i.e. a reason or a purpose for keeping, sharing and processing the personal data your business is using. Moreover, you’ll be required to keep detailed records about it and should be able to demonstrate you have a set of policies and procedure for upholding the right and freedoms of every data subject you want to contact. If a company is caught contravening the GDPR it can be charged (fined) or use (Receive a Civil Monetary Penalty (CMP), in other words, a fine of up to £17m or 4% of global revenues – a big leap up from current fines of £500,000. **To avoid any charges, the first step will be auditing the data you own and the way in which it’s managed. Your company will likely also require updated training or a change in your organisation chart. [Get in touch](/contact/) with Bigwave now to discuss this further and find out how you can start preparing for the upcoming alterations to the law.** --- ## No two businesses are the same. You don't need the same website as everyone else. Like it or not, your presence on the internet is incredibly important. Many people spend their time on the internet looking for products or services, browsing blogs, watching entertainment channels, and more. No matter the size of your business, having a unique, clear, and responsive website has become crucial. Your website is often the first interaction that your potential customers have with your brand, so you need to make sure they’re impressed. No two businesses are the same. That’s why your website should be unique to you, your products or services, your brand values, your tone of voice, and your brand identity as a whole. When your potential customer lands on your website, you should stand out from your competitors. Why is having a unique website so important? In this blog, we’ll explore why standing out online is vital and how you achieve a website that reflects your brand. **Your website is a 24/7 open store front**Having a website means that your customers can find – and make a purchase from – you at anytime and from anywhere. This means that you can continue making money beyond business hours. Just like a physical store front, though, your website needs to ooze the personality of your brand. If your customer buys into your brand values and brand identity, they’re much more likely to actually buy from you. If your website looks like all the other websites in your sector, then you’re losing your personality. You’re unique. Let your website reflect your uniqueness. **It can boost your credibility**Not only is there an expectation for any reputable company to have some kind of online presence in today’s world, but companies are expected to have a clear point of view too. Potential customers would probably distrust any business that didn't have a telephone number or a physical address, and the same can be said for not having a website that reflects your brand identity. A website that reflects your point of view and brand tone of voice not only lets your potential customers evaluate your products, services, and company, but also sets a great tone for any further interactions in other areas of your business. **Inject personality into your website with testimonials**One of the most important pages on your website is your testimonials page. This is a great place to show off all the happy customers you’ve acquired. What’s more, it can be a fantastic opportunity to show how your unique brand perspective has solved your customers’ problems and resulted in a sale of your products or services. Ultimately, it’s another vehicle for your unique perspective. **Stand out from your competitors**Every day, more and more competitors are coming onto the scene. This means that you need to make sure your potential customers are coming to you, not your competition. Even if you sell similar products or services for similar prices, there are still massive differences between you and your competition. Whether this is your tone of voice, brand values, history, or other reasons, your website is a great opportunity to show off these differences. A website that’s tailored to you and your unique brand means that you can stand apart from your competitors and be more visible to your target audience. **How can I get a unique website?**Here at Bigwave, we're experts in making your brand stand out from the competition. Our team of [web design](/okf/page/web-design.md) specialists can work with you to create a website that wows. Get in touch today for a free quote. --- ## Olympic Torch arrives at Bigwave Media + what's it like to be a Torch Bearer? ***Ashley Petrons, Account Manager at Bigwave Media shares how she came to be a Torch Bearer and what the experience was like (we took the opportunity to get a team photo with Ashley and the torch!):*** "I was nominated to carry the Olympic torch by the Cancer Research UK Ambassador team. I have volunteered for them for a few years, but most recently as an Ambassador, which currently involves promoting 'the answer is plain' campaign ([https://action.cancerresearchuk.org/ea-action/action?ea.client.id=149&ea.campaign.id=13114&ea.tracking.id=d0b19d56](https://action.cancerresearchuk.org/ea-action/action?ea.client.id=149&ea.campaign.id=13114&ea.tracking.id=d0b19d56)) "The torch relay team e-mailed at various points to let me know I was through to the next stage. The first email I received was back in August 2011, and I got final confirmation that I was definitely part of the torch relay in March 2012. Between then and the 20 May, there were various bits of communication, and the all important (and fetching) uniform arrived in the post around two weeks before the event. It started to feel real then, and I got both very nervous and incredibly excited. I did a little bit of training to make sure I could run with the torch, but the general gist was to turn up at your point and enjoy the experience! "On the day, I arrived at Dartmouth Tourist Information Centre about an hour early and waited for other torch bearers to arrive. Everyone was really friendly and I joined a couple of the organisers who were gathered around a computer watching the relay live on the web. As the others started to arrive with their friends and family, the atmosphere really picked up and it was clear, we were all sharing similar emotions. We went outside to watch the convoy as it passed through on the leg before ours, and then had a little photo op outside the information centre, which I think got us all even more excited! "Soon we were on the bus up to our start point, which was Dartmouth Naval College. This in itself was a real honour, as it's such a high security premises. As we approached, we saw dozen of police vans lined up, making it feel all the more surreal! At this point we got our briefing, and then waited on the bus until it was time to start the relay. This was one of my favourite bits, as we got to share stories as to why we had been nominated. At one stage, a competitor from the winter Olympics from the 1980's hopped on the bus and asked if we wouldn't mind him taking a photo with one of the torches. He popped on his old school 'Team GB' jacket and we got a great photo op with him too (the surreal day continued!) "Before long, it was time for the relay to start. I was second in that set, so my drop off was early, just at the entrance to the college, right at the bottom of a nice long hill! I had a few friends and family there to cheer me on, and I was dropped off just by them, and by some others crowds there waiting to see the flame. It was pretty crazy how complete strangers were asking to have their photo taken with me - I sort of assumed all they really wanted was the torch, so handed that over and stepped aside! Soon, I could see the torch bearer before me - Katie - pelting down the naval college drive, and I knew I was up! The next bit happened in a bit of a blur - there were police escorts turning on the gas canister in the torch, and then another bringing the two torches together so mine was lit. Someone behind me said 'when you're ready' and off I went up the hill. "I attempted a jog for the 300 metres, but when someone said there was 50 metres left, I slowed to a walk - wanting to savour the moment! I got to the fire station, and handed over my torch to a French chap, Bruno. Feeling a little light headed from my uphill jog, I got out the way as quickly as I could and waited to be picked up by another bus, near the back of the convoy. "We then followed the convoy around, picking up all the torch bearers until the end of that leg of the relay. It was great fun cheering everyone on as they got back on the bus, and sharing our 'moments'. Soon we were back at the tourist information centre, and our torches were being decommisioned so we could take them home. "I am keeping my uniform, and the torch that I ran with. It was interesting to hear all the coverage of the torches being sold on e-bay, but I don't feel that is a choice I will make. Having not even wanted to buy one before the day, the whole experience on the day changed my mind very quickly. I now feel that it is a really special piece of memorabilia, and something that I will want to have as a memento of being a part of this once in a lifetime experience." --- ## Online vs. Offline Marketing: Why Combining the Two is Effective for Businesses **In this blog, we discuss the difference between online and offline marketing (also known as digital and traditional), along with both their advantages and disadvantages, as well as marketing strategies that you can implement for your business’s presence.** Throughout this blog, we aim to teach you the importance of digital and traditional marketing, and how including them both in your marketing strategy can improve your business’s success. ## **What is Online Marketing?** Online marketing, also known as digital marketing, is a form of marketing that involves using the web to deliver messages to (potential) customers via online channels like websites, social media platforms, search engines, and e-mail. In addition, some online marketing methods include SEO, website design, PPC, and email marketing. The idea of online marketing is to improve a business’s audience by attracting and converting new customers and by creating brand loyalty with customers in a wider audience. With digital marketing being the lead method of all strategies, it is important to consider new methods, such as using TikTok. This new social media platform is booming with its highly broad audience. Following new online trends, such as the effectiveness of short-form videos and working with influencers, can increase the likelihood of expanding your audience and customer base. ## **What is Offline Marketing?** Offline marketing is any form of marketing that isn’t advertised through the web. It is also the most traditional way of marketing, which involves a wide range of mediums such as TV, radio, print ads, and billboards. Offline marketing is particularly useful if you are wanting your business to gain more customers and increase its brand awareness. Although online marketing has higher consumption, there are effective advantages to offline marketing. For example, if your brand's target audience lies in an older age bracket, then this audience is more likely to consume information from traditional, offline methods. ## **Why Should You Consider Both Offline and Online Marketing?** Both online and offline marketing are important for a successful business; they both help to create a smoother experience for a customer, making their journey much easier and more enjoyable. This helps your business to become more familiar and consumers will become more aware of your business and how it stands out against competitors. It is also important to consider that customers want to be able to benefit from the advantages of both digital platforms and traditional methods. They will gain more interest and become more involved with your business when they are targeted online and offline and notice that your digital and real-life persona resonates with not only each other but the customer too, building trust with your consumer base. ## **Online Marketing: The Advantages and Disadvantages** Some of the advantages of online marketing are: - Conversions are made instantly - It's cost and time effective - The potential for the reach is international - Results are both measurable and trackable - Improves brand development - It facilitates personalization On the other hand, it also comes with its disadvantages: - Technical issues can always occur on websites and advertisements - Restricted to only tech-savvy customers - There is high competition for an online presence - It can be time consuming - Privacy and security issues can occur - Competition globally It is evident that benefits and downfalls exist for online marketing, due to its extensive use and its unpredictability. Although, because of the web’s value to consumers, it can be concluded that its advantages weigh out its disadvantages. It is important to consider all possibilities, whether they are good or bad, for brand improvement. ## **Offline Marketing: The Advantages and Disadvantages** Like online marketing, offline marketing still also has its pros and cons. Here are some advantages to offline marketing: - There is a large variety of channels for advertisement, such as TV, radio, and print - Consumers value the face-to-face experience - It's highly accessible to customers - Physical materials and products are more tangible - It has credibility - You can reach the older generation who may not be comfortable using online tools Here are the disadvantages of offline marketing: - It can become costly - Time constraints can become an issue - Conversion times are longer - Harder to track and measure the outcome - Limited reachability - Materials like direct mail can become expensive Although digital marketing is constantly evolving, it is always important to consider offline marketing because it holds an important position in the advertising industry. Offline marketing is still beneficial as it helps increase sales as well as reach a broader range of customers. Traditional marketing methods hold a lot of value since these methods are the reason advertising began in the first place. They are also highly valuable to older audiences as this is what they grew up around - they prefer the physical thing rather than using gadgets and devices. ## **Marketing Strategies to Integrate Your Business’s Online and Offline Presence:** ### **1. The Consistency of Your Brand** Being able to maintain a consistent persona and message throughout both online and offline marketing. Your online presence is essentially an addition to your offline presence, so it is important to ensure your brand is distinguishable but also trustworthy for consumers. ### **2. Go Live** Live demonstrations of products are becoming more popular thanks to the rising platform [TikTok](https://www.tiktok.com/en/). They are a great way to really showcase your products and for consumers to see what your brand stands for, as this encourages confidence in the buying process for them. This is a great opportunity to promote your business both online and offline and to generate more interest from people in what you can offer. ### **3. Use the Same Keywords** Using the same keywords in your online and offline advertisements can ensure your business can reach its goals through the involvement of integration. Think about keywords that describe your business the best and what is applicable and recognisable to both your online and offline presence. ### **4. Keep the Conversation Going** You should think about how customers feel after a sale is made. You want to be able to understand the customer’s experience and what really matters to them. It is highly valuable if you can meet a customer face-to-face as the first contact, so make sure to email them a thank you and talk to them about the next steps, followed by further contact to aid the solution. Requesting feedback or setting up reviews on Google, for example, is another way you can keep the conversation going. ### **5. Call to Actions** In terms of offline marketing to online marketing, calls to action are the easiest way to convert your customers to digital channels from offline channels. One example could be the use of QR codes. QR codes are highly effective and are used in several different ways. For example, someone may come across your poster or leaflet, and you can use a QR code to direct them to your website. ### **6. Digital PR to Offline Marketing** Being able to hit the headlines is important as this online marketing tool can contribute to instant awareness. Consider sending a press release to your local online press outlets to ensure you reach the widest audience possible for good coverage online. ### **7. Find People with an Influential Offline Presence** Something that isn’t considered enough is finding someone who has the power to influence offline. This may be a team member of your business or even someone who isn’t known yet, but you believe has the potential to create a successful image the traditional way. Additionally, you could also argue that there is a minority of our current generation who don’t always support online marketing. ### **8. Direct Your Consumers from One Channel to Another** It’s essential to direct people from one type of media to another to ensure they are aware of your presence and what you have to offer, both online and offline. It could be as simple as inviting your customers to visit your website from an advertisement on TV. Both traditional and digital marketing has their advantages and disadvantages. When both types of marketing are integrated, one can cancel out the other's disadvantages, resulting in marketers gaining the best of both worlds. With the technology that can be produced in these times, it can only encourage the integration of online and offline marketing to endorse new ideas on how to integrate both. From this, the customer journey can evolve, which could either make it easier for businesses to consider more for growth and success, or more difficult in the sense of more competition, strategy, and costs. However, this predicament can aid you as a business to make more informed decisions. --- ***For more information on our traditional digital marketing services, you can contact us*** [***here***](https://bigwave.co.uk/contact/)***.*** --- ## Our SEO Executive discusses her career, interests and role at Bigwave Ekaterina Vasileva is the SEO Executive here at Bigwave media. When she’s not boosting website search rankings, she’s playing acoustic guitar or exploring the Devonshire beaches with her dachshund Louis. Outside of her passion for music and dogs, Ekaterina is a self-confessed ‘tech-geek’. She loves anything digital and creative. Luckily for her, she was able to turn her hobby into her work. But how did she end up on her career path, and what are the in’s and out’s of her role? We interviewed her to find out more. #### **Tell us about yourself** I’m 22 (23 in June, the Gemini squad!) and originally from a seaside town in Bulgaria called Burgas. #### **How did you get to where you are now?** I’ve always been fascinated by design, marketing and branding. I started off in Adobe CC from the age of around 13. By 18, I was already a freelancing graphic designer, at one point responsible for all things printed and electronic for Interact and Rotary Bulgaria. Newsletters, promotional posters, handbooks, even logos re-draws, you name it, I worked on it. I had a lot of other similar interests too, including typography. At University I studied law but even then, I was still doing several graphic design, SEO and photography gigs on the side. I’ve always said that I’ll end up working in the creative industry one way or another. It’s just such a passion of mine and I cannot seem to stay away for long. #### **Why did you specifically branch out to SEO?** SEO is the one thing that encompasses everything that I'm interested in. From brand vision to the technical side of things and outreach to content marketing. SEO is varied and keeps me interested and engaged every day. #### **What is a day in the life of an SEO Executive like?** In the mornings, I roll into Bigwave and head straight for the kitchen. A coffee is a must for me. From there, I check my emails, keep up to date on any trends or industry changes by reviewing a few SEO Blogs ([Ahrefs Blog](https://ahrefs.com/blog/) is my favourite) and work through the varied tasks for the day. If time permits in the afternoon, I use it to stay up to date on various platforms like AdWords and Analytics. I work in collaboration with the whole search team on different projects – Tag Manager setup, content creation and Analytics reports. Often, I also speak to clients to liaise about different points of SEO advice and guidance. #### **What are the positive and negative points of your role?** To be honest with you, there are hardly any negative points that I can think of. Perhaps working on several campaigns at the same time can be challenging to some people but that for me is one of the most exciting things in my role. Many SEO experts on a company side can get bored with working on just a single website and in the same sector. As for the positives: the flexibility, a vast number of things to learn and better myself at, a great deal of responsibility, communication with different teams – Web Development, Account Managers and Designers. I like that there’s a good work-life balance (but that’s also due to the fact that I live really close to work!). #### **What are the career progressions in your profession?** An SEO specialist can take many possible routes. From an agency side, the route often goes from Executive up to Manager, Head of Department or even Digital Director. Alternatively, many choose to move to freelancing and work for themselves. Some people start from a client-side and move to agency, or vice-versa. There is a great degree of flexibility within the profession, which also allows for being a ‘digital nomad' – being able to work from anywhere, as long as there’s internet. I think that’s the future. #### **What are your favourite moments at BWM?** All of them! I’m relatively new to Bigwave and may still be in the honeymoon period but two things stand out to me. In the first two months of working here, I went to an Online Influence Conference in Bristol. It was super exciting to meet like-minded people and to exchange ideas. I particularly liked the talks about Artificial Intelligence. Another one is how I feel listened to and that my views matter. Recently, we did a branding workshop where everybody had the opportunity to propose their ideas about the direction the company is heading. That, to me, is awesome! --- ## Pinterest: of interest to the leisure industry? Pinterest is a new social network which allows users to post ('pin') groups of their favourite images from across the web on online 'pinboards'. After surpassing 10 million users in record time, the website is causing a stir in the online media world. The website differs from other social networks such as Twitter and Facebook by being purely image led. Also, users are more likely to post things that they would like to do or have, rather than their current actions. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/Pintrest.jpeg)Currently, 84% of Pinterest users are female and the most popular topics are fashion, arts and crafts, interior design, special occasions and food. However, more and more marketers are tapping into the potential of Pinterest and realising that it can be used for marketing and promoting many more things than cakes, clothes and hairstyles. Here are a few ideas of how we think the leisure industry can utilise Pinterest to engage members and enhance marketing strategies: - **Showcasing facilities and activities** Create boards with photos of the facilities you have available. This could be of gym equipment, pools, studios? anything you have on offer. If you have photos already uploaded on your website, it's very simple to 'pin' them to your 'pinboard' - it's done in a couple of clicks. Alternatively, you can find images on different websites and 'repin' them to your pinboards - Pinterest automatically credits the source of the image. - **Posting marketing material** Had a new poster, flyer or timetable designed? Post the artwork onto a pinboard and instantly share it with your Pinterest followers. - **Motivating members** Search fitness on Pinterest and thousands of images appear. Many of these are 'inspirational' - photos of people exercising with slogans such as 'no-one ever drowned in sweat'. Others are humorous, stating 'no matter how slow you go, you're still lapping everyone on the couch.' There are also workout guides and nutritious recipes represented in visually appealing ways. All of these are extra ways to give members tips and motivation and keep them interested in their fitness and nutrition. - **Increasing product sales** If you have a shop on site, use Pinterest to create pinboards of the products you have on offer, along with a caption stating the price. As Pinterest credits the source of the image, you can find pictures from across the web and don't need to worry about taking photos yourself. As Pinterest can be linked to Facebook and Twitter, you can promote your pinboards of products through a variety of social media channels. - **Keep it updated** As with Facebook and Twitter, Pinterest is most effective when your boards are kept regularly updated. Whether this is adding new boards, adding new pins to your existing boards or repinning other people's images, keeping your Pinterest profile is key for increasing your following and encouraging people to check it regularly. The beauty of Pinterest is that once you have set up your page it is extremely simple to add content. Bigwave Media have set up a Pinterest page - [www.pinterest.com/bigwavemedia](http://www.pinterest.com/bigwavemedia) --- ## Placement at Bigwave Media My name is Helen, and I am currently on a 2 week placement with Bigwave Media working within Digital team. I graduated in 2013 from Cardiff University with an English Language and Communications 1st Class BA. After graduating I worked in Media Planning with Golley Slater, and as a Marketing Executive with Eversheds LLP in Cardiff. I decided to up route and move to Devon this summer, and luckily, Bigwave were able to accommodate me for a short stint in Digital Marketing. I had already experienced the digital world during my previous roles but only within a media buying/planning remit, such as Google Analytics, Facebook PPC and Google Display Networks. Therefore, I wanted to brush up my skills before starting my new job in late July, aiming to expand my knowledge of Hootsuite (a social media management platform) and other digital marketing tools and techniques. Working alongside Bigwave Media's Digital Marketing Executive Hayley, we managed social media feeds for a range of clients, ensuring their Facebook and Twitter feeds are abundant with content. I constructed well over 400 tweets and Facebook posts, tailoring them for different clients events, shows and offers. This taught me new elements to using Hootsuite, in particular scheduling and bulk uploading a range of tweets. The ability to shirk URL's quickly became a life saver as 140 characters is a short space! Other duties included researching and drafting content for infographics and assisting in the production of social media reports. I was also lucky enough to be sat next to the Web Developers within the Digital Team, and Nick was kind enough to show me a programme called Code Academy, a free online tutorial to HTML. I had previously dabbled in HTML and CSS, so I was thrilled to be able to expand these skills. Having the web team sat nearby meant that it was easy for me to bug them with any questions I had! I came to Bigwave with an aim of brushing up on my social media based skills, as well as learning anything extra about Digital Marketing and I feel this is exactly what I have done. I start my new job in Exeter later this July, working in Marketing and Events and I feel this placement has equipped me with some additional tools I can use to excel there. Thank you Bigwave, it's been grand :) --- ## PR Key Calendar Dates April - June 2017 In order for campaigns to remain current, it can be useful to base your ideas around significant events taking place throughout the year. We advise clients to start preparing for campaigns at least 1 month in advance - so we've put together a list of important dates to add to the diary for 2017, to help you stay organised and to ensure that you don't miss out on any opportunities. Please note: this list is not definitive and will be updated as and when new dates are confirmed. **April:** *2nd* World Autism Awareness Day *7th* World Health Day *22nd* International Mother Earth Day *23rd* English Language Day *25th* World Malaria Day *28th* World Day for Health and Safety at Work *20th* International Jazz Day **Sporting events:** *2nd* Rowing – Boat Races, London *6th-9th* Golf – Masters, Augusta, USA *12th-16th* Football – Champions League quarter finals, first leg *18th-23rd* Swimming – British Championships, Sheffield *28th-30th* Cycling – Tour de Yorkshire *30th* Formula 1 – Russia Grand Prix, Sochi **May:** *1st* Early May Bank Holiday *3rd* World Press Freedom Day *15th* International Day of Families *29th* International Day of UN Peacekeepers *29th* Spring Bank Holiday *31st* World No-Tobacco Day **Sporting events:** *3rd-7th* Equestrian – Badminton Horse Trials *12th* Rugby Union – European Rugby Challenge Cup Final, Edinburgh *26th-3rd* June: Sailing – America’s Cup Qualifiers, Bermuda *29th-11th* June: Tennis – French Open, Roland Garros *29th-5th* June: Table Tennis – World Championships, Dusseldorf, Germany **June:***1st* Global Day of Parents *2nd* National Doughnut Day *5th* World Environment Day *12th* World Day Against Child Labour *18th* Father’s Day *20th* World Refugee Day *26th* International Day Against Drug abuse **Sporting events:***10th-11th* Triathlon – World Series, Leeds *13th* Football - International friendly: France v England *15th-18th* Golf - US Open, Erin Hills, Wisconsin *20th-24th* Horse Racing - Royal Ascot *22nd-30th* Taekwondo – World Championships, Queen’s Club --- ## PR Key Calendar Dates December - January 2016 In order for campaigns to remain current, it can be useful to base your ideas around significant events taking place throughout 2016. We advise clients to start preparing for campaigns at least 1 month in advance - so we've put together a list of important dates to add to the diary for 2016, to help you stay organised and to ensure that you don't miss out on any opportunities. Please note: this list is not definitive and will be updated as and when new dates are confirmed. **December**- *1st* *– 30th* Decembeard (annual sponsored beard grow) - *1st* World AIDs Day - *3rd* International day of persons with disabilities - *5th* International volunteers day - *17th- 8th January* Festival of Winter Walks - *25th* Christmas Day - *25th* Christmas Morning Swim Day - *31st* New Years Day Sporting events - *3rd* Rugby Union – England v Australia - *10th* IBF heavyweight title – Anthony Joshua v Eric Molina - *13th – 19th* London International Horse Show, Olympia - *26th* Horse racing – King George VI Chase, Kempton **January**- *1st – 30th* Dry January - *7th – 15th* National Obesity Awareness Week - *16th* Martin Luther King Day - *18th* Winnie the Pooh Day - *21st* National Hug Day - *25th* Burns Night - *27th* Holocaust Memorial Day Sporting events - *7th – 15th* BDO World Darts Championship - *13th – 29th* World Indoor Bowls Championships - *15th – 22nd* Snooker Masters --- ## PR Key Calendar Dates February - March 2017 In order for campaigns to remain current, it can be useful to base your ideas around significant events taking place throughout the year. We advise clients to start preparing for campaigns at least 1 month in advance - so we've put together a list of important dates to add to the diary for 2017, to help you stay organised and to ensure that you don't miss out on any opportunities. Please note: this list is not definitive and will be updated as and when new dates are confirmed. **February**- *4th* World Cancer Day - *5th* National Doodle Day - *6th* National Libraries Day - *9th* National Pizza Day - *14th* Valentine’s Day - *15th* Singles Awareness Day - *22nd* World Thinking Day - *28th* Shrove Tuesday/Pancake Day Sporting events - *4th Feb – 18th March* Six Nations Rugby - *6th – 19th* World Alpine Ski Championships - *22nd – 28th* Military World Games **March:**- *1st* St David’s Day - *3rd* World Wildlife Day - *8th* International Women’s Day - *17th* St Patricks Day - *20th* International Day of Happiness - *21st* World Down Syndrome Day - *22nd* World Water Day - *26th* Mothering Sunday - *26th* Daylight Saving Time – clocks go forward an hour (BST) Sporting events: - 3rd-5th Athletics – European Indoor Championships, Belgrade - *5th* Ice Hockey – Challenge Cup final, Cardiff - *11th* Rugby union - Six Nations: Italy v France, England v Scotland - *14th-17th* Horse racing – Cheltenham Festival - *19th* Basketball – BBL Trophy Finals, Glasgow --- ## PR Key Calendar Dates January - March 2016 In order for campaigns to remain current, it can often be useful to base your ideas around significant events taking place throughout the year. We advise clients to start preparing for campaigns at least 1 month in advance - so we've put together a list of important dates to add to the diary for 2016, to help you stay organised and to ensure that you don't miss out on any opportunities. **Please note:** this list is not definitive and will be updated as and when new dates are confirmed. **January**- 1st- New Year's Day - 2nd-10th- Darts World Professional Championships - 10th-17th- Snooker Masters - 18th-31st- Australian Tennis Open **February**- 1st- SuperBowl - 6th Feb- 19th March- 6 Nations Rugby - 8th- Chinese New Year - 9th- Pancake Day - 14th- Valentines Day - 28th- Football League Cup final **March**- 6th- Mothering Sunday - 17th- St Patrick's Day - 27th The Boat Races [Bigwave media](https://bigwavemedia.co.uk/) is a creative marketing agency working with clients across the UK. To discuss campaign ideas that we can help you develop, please contact us on 0845 643 2385 or complete our contact form. --- ## PR Key Calendar Dates June - August 2016 In order for campaigns to remain current, it can be useful to base your ideas around significant events taking place throughout the year. We advise clients to start preparing for campaigns at least 1 month in advance - so we've put together a list of important dates to add to the diary for 2016, to help you stay organised and to ensure that you don't miss out on any opportunities. Please note: this list is not definitive and will be updated as and when new dates are confirmed. **June**- *1st* International Children’s Day - *3rd* National Fish & Chip Day - *11th-19th* National Bike Week - *20th-26th* Learning Disability Week - *13th-19th* National Men's Health Week - *19th* Father's Day - *25th* Armed Forces Day Sporting Events - *1st- 5th* Gymnastics Women’s European Championships - *10th- 10th July* Football – Euro 2016 - *11th* Rugby Union summer series - *13th-19th* Golf US Open - *27th-10th July* Wimbledon **July**- *4th* Independence Day (USA) - *10th* Don’t Step on a Bee Day - *17th* World Day for International Justice - *23rd – 7th August* National Marine Week Sporting Events - *2nd – 24th* Tour de France - *8th – 10th* Formula 1 – British Grand Prix - *10th* Football Euro 2016 Final - *14th – 17th* Golf Open Championship - *22nd – 24th* Sailing – America’s World Cup Series **August**- *7th* International Friendship Day - *12th* International Youth Day - *13th* International Left Hander Day - *19th* World Photo Day - *21st* Senior Citizens Day - *31st – 29th September* Friendship Month Sporting Events - *5th – 21st* Olympic Games, Rio de Janeiro, Brazil - *13th* Football Premier League season starts - *27th* Rugby League Challenge Cup Final - *29th – 11th September* Tennis - US Open --- ## PR Key Calendar Dates March- May 2016 In order for campaigns to remain current, it can often be useful to base your ideas around significant events taking place throughout the year. We advise clients to start preparing for campaigns at least 1 month in advance - so we've put together a list of important dates to add to the diary for 2016, to help you stay organised and to ensure that you don't miss out on any opportunities. Please note: this list is not definitive and will be updated as and when new dates are confirmed. **March**- 17th- St Patrick's Day - 19th- Six Nations final round - 25th- 27th- Easter Weekend **April** - 1st- April Fools - 3rd- World Twenty20 cricket finals - 7th-10th- Golf Masters - 9th Grand National - 16th- 2nd May- Snooker World Championship - 23rd- St George's Day - 24th London Marathon **May** - 14th- Rugby Union- European Champions Cup Final - 15th- Premier League season ends - 18th- Europa League final - 21st- FA Cup final - 28th- Champions League final - 28th- Rugby Unon Premiership final --- ## PR Key Calendar Dates September - November 2016 In order for campaigns to remain current, it can be useful to base your ideas around significant events taking place throughout January 2016. We advise clients to start preparing for campaigns at least 1 month in advance - so we've put together a list of important dates to add to the diary for 2016, to help you stay organised and to ensure that you don't miss out on any opportunities. Please note: this list is not definitive and will be updated as and when new dates are confirmed. **September**- *1st* Childhood cancer awareness month - *1st* Organic September - *5th* Organ donation week - *12– 18th* Balance awareness week - *13th* Roald Dahl day - *14th* Cycle to work day - *15th* Pension awareness day - *19th* International talk like a pirate day - *22nd* World car free day - *29th* World heart day - *30th* National sporting heritage day - *30th* World’s biggest coffee morning Sporting events - *7 – 18th* Paralympic Games – Rio de Janeiro - *16 – 18th* Tennis - Davis Cup semi-finals - *24 – 25th* Darts - The Champions League of Darts, Cardiff - *30 – 2nd* *October* Golf - Ryder Cup, Minnesota, US **October**- *1st* ADHD awareness month - *1st* International walk to school month - *1st* National cholesterol month - *4th* World animal day - *6th* National poetry day - *7th* World smile day - *10th* World mental health day - *29th* National cat day - *31st* Halloween Sporting events - *6 – 8th* Football - World Cup qualifying - *7 – 9th* Formula 1 - Japanese Grand Prix, Suzuka - *15th* Horse racing - British Champions Day, Ascot - *21 – 23rd* Formula 1 - USA Grand Prix, Austin - *29th* Rugby League: England v New Zealand, John Smith's Stadium, Huddersfield, 14:30 **November**- *1st* Movember – men’s health awareness month - *5th* Bonfire night - *13th* World kindness day - *19th* International men’s day - *20th* Universal children’s day - *30th* St Andrews Day Sporting events - *5th* Rugby Union - Wales v Australia, Ireland v New Zealand - *6th* New York Marathon - *11 – 13th* Formula 1 - Brazilian Grand Prix, Sao Paulo - *14th – 20th* Tennis - ATP World Tour Finals, London - *25 – 27th* Tennis - Davis Cup Final - *25 – 27th* Formula 1 - final race of the season, Abu Dhabi Grand Prix, Yas Marina --- ## Proofhub - your online proofing tool Client surveys and insightful comments highlighted the amendment process as an area clients would like us to work on to improve. We have listened to client feedback and developed a state of the art system to improve the amendment process. Over the next week, all Bigwave Media clients will be introduced to our new system called Proofhub. This upgrade is free. This smart online proofing tool manages the review and approval process of creative content, restructuring the delivery of your marketing projects. We hope this will significantly enhance your experience by improving accuracy, efficiency and speed, and ultimately streamlining the amend process. *"The team at Bigwave is excited at the development of Proofhub and we can't wait to share this new service and start to see the results. We have consciously listened to important client feedback and made the decision to completely change the proofing process. Proofhub will be pivotal in improving the client experience and will provide a streamlined and innovative way of working."* ***Tom Gozna*** ***Operations Director*** Here's how your relationship with Bigwave Media may improve through the benefits of Proofhub: **Mark-Up and Commenting Tools** - Easy-to-use, non-technical visual tools; - Concise feedback process ensuring no amends are lost in translation; **Collaborative Workflow** - Simultaneous or consecutive real-time discussions; - Eliminates multiple emails through the standardised review process; **Easily Manage the Approval Process** - Track activity progress; - Enhanced project management through the development of proof deadlines; - Final, electronic sign-offs decided by a lead reviewer; - Synchronised versions archived in Proofhub to easily review design progression; **Preview Large Files in Seconds** - Faster distribution of digital content; - No need to download PDF's and use multi programmes; - Safeguards artwork, eliminating the risk of downloading low-res proofs. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/proofhub-11.jpg)We have recently trialled the system with a number of clients and found the online proofing tool to be a great success. Below is some of the feedback we have received so far: "***Proofhub** makes the difference! It provides an elegant and simple way to amend any artwork, no matter how complex. The comment tools allow the user to pinpoint and amend their proofs in a clear format without the need to explain everything in an email. The drawing tools also make it easy to illustrate your thoughts. We at DCLT have found it has significantly improved the whole proofing process, fast, effective and simple; It's a pleasure to use."* ***Jordan Sharples Marketing Co-ordinator Doncaster Culture and Leisure Trust*** *"**Proofhub** is working well for me. This is mainly because it reduces the amount of emails and eliminates the need to attach sign off and amends forms. Overall I think it is efficient and easy to use."* ***Corinne Jones Marketing Assistant Soll Leisure*** "***Proofhub** is very quick and easy to use system which has saved me time and is not an over complicated site. I have had some training but have found that with regular use of the site you can pick it up really quickly on your own."* ***Sheryl Kirkby Group Marketing Executive Impulse Leisure*** Proofhub will generate a much better proofing process, resulting in quicker project turnaround times. We aim to complete each job's review and approval process within the six pdf versions per job that are automatically provided by the Proofhub system and your service level agreement (SLA). However, should you require more than the available six versions, each additional proof will be charged at £10. Any errors created by Bigwave Media during the amendment process will not be charged. **Upgrade to a Satellite Account** A Satellite account is an upgraded account, allowing you to benefit from additional features such as your own dashboard. The online dashboard is set up and managed from within your personalised account. The dashboard enables easy access and management of all current proofs and historical jobs. A Satellite Account will also enable you to review your Proofhub proofs on the move using a free app which is available to download on the Apple iTunes store. **Satellite accounts are available to purchase for an £800 annual subscription for up to 5 users.** ![](https://bigwave.co.uk/wp-content/uploads/2024/03/proofhub_2.jpg)We will be contacting all clients to arrange a Proofhub training session. If you have any questions, or to book your session now, please call 0845 643 2385 or email --- ## Pushing marketing boundaries - our presentation at the FitPro conference 'Pushing marketing boundaries' looks at digital marketing in the health and fitness/leisure industry. It should be of interest to personal trainers, facility managers and sales staff looking for new marketing avenues and ways to increase membership and awareness using the latest digital marketing methods. The presentation also looks at some of the recent digital marketing trends as well as future trends and what to look out for in 2013. Each section features an actions slide to give you some action points to help you navigate some of the suggestions and digital trends. You can view the presentation below, but if this doesn't show in your web browser you can view the presentation [here](http://www.slideshare.net/BigWaveMedia/pushing-marketing-boundaries-big-wave-media). **[Pushing marketing boundaries - Bigwave Media](http://www.slideshare.net/BigWaveMedia/pushing-marketing-boundaries-big-wave-media "Pushing marketing boundaries - Bigwave Media")** from **[BigWaveMedia](http://www.slideshare.net/BigWaveMedia)** --- ## QR Codes We are very excited about QR codes and our clients are increasingly getting excited about them too! QR Codes (Quick Response) are mobile phone readable barcodes that have been big in Japan for donkeys years, but are now growing in use across Europe and the US. It is basically a printed URL link - simply point a smart phone at it and if the phone has an app for QR codes installed on it, it will open up a browser and go straight to the URL. There's a whole range of uses for the QR Codes though - they don't just have to direct you to a webpage. QR codes can open up on your phone as a phone number, a pre-written SMS message, a contact V-Card, a Google map location - even a pre-pay paypal page! The options are endless and there is potential to use them throughout all of your marketing materials. Stick a QR code on a poster and take your customer straight to a sign up form. Pop it on a business card and your contact details will be added direct to their address book. Add it to a direct mail and show people a video of your product or service. So many options!! Our QR creation system allows us to amend the QR code in future to essentially point it to a different address or update the info it contains. Add to this the ability to track the number of times it is scanned and when it was scanned and you've got a great marketing tool. If you have a QR reader on your phone, try the one below, it will take you to our Facebook page. If you'd like to start using QR codes on your marketing material just drop us a line at info@bigwavemedia.co.uk ![](https://bigwave.co.uk/wp-content/uploads/2024/03/Facebook-landing-page.png) --- ## Recruitment drive brings seven new staff to the Bigwave media team **Following a major [recruitment drive](/jobs/), Bigwave media, one of the largest creative growth agencies in the South West, recruits seven new full-time staff, including three apprentices.** Bigwave media, established in 2007 with a turnover of £3m, employs 45 staff working from three Devon offices based in Exeter, Torquay and Plymouth. The leading creative growth agency provides innovative and cost-effective marketing, design, and digital services as well as in-house PR and event management for companies both large and small throughout the UK, with a focus on achieving great and measurable results for its 300+ clients across a diverse range of sectors. **Simon Beer, Digital Director – Bigwave media, said:** “As one of the leading creative growth agencies in the region, we offer a complete range of in-house resource tailored to all our clients’ marketing needs for effective online and offline campaigns. It’s important, therefore, to get the right staff to deliver on these projects and over the last six months we have been training and upskilling from within the company as well as recruiting externally.” The expanding Search department welcomes new Content Marketing Manager Amelia Hall, and Paid Media / PPC Executives Matt Williams and Penny Sheard. They are joined by new colleague Charlotte Healey as the new Web Project Manager for the Design & Development team. Charlotte spent several years developing her career in SEO and Account Management at media agencies in London and Devon before joining Bigwave media. **She said:** “The Digital Project Manager role is brilliant because it allows me to learn more about web development, while using what I’ve previously done to help deliver projects as effectively and efficiently as possible.” **Charlotte adds:** “Everyone here is so lovely and welcoming and I’m really excited about my future with the company.” The latest intake of apprentices includes 21-year old Molly Thwaites, who relocated from the Lake District and has always been interested in marketing as a career. **Molly said:** “Apprenticeships are a good way to learn as you gain quality experience alongside your qualification and the Bigwave team have been so helpful in teaching me the skills I need to enable me to grow in this industry.” Bradley Hall (18), who lives in Crediton, was a student at Queen Elizabeth Community College. He applied for an apprenticeship at Bigwave media because it gave him the opportunity to gain some experience of working full-time in a creative agency who are involved in a diverse range of marketing aspects, which a College or University course would not be able to offer. Harrison Stock (18) joined via an apprenticeship scheme with Exeter College. **Harrison said:** “I found out about Bigwave media through an apprenticeship scheme that Exeter College was offering and applying was one of the best decisions I’ve ever made. Bigwave is one of the most humble, friendly, and creative companies I’ve been involved with and I’m really looking forward to my future with them!” **Simon Beer concludes:** “We have a longstanding policy to take on interns and local apprentices, both locally, regionally, and internationally. As an independent, dynamic agency we feel it’s very important to invest in these young people to bring in fresh ideas and help train and guide them in this exciting sector – it’s wonderful to see them grow and develop.” Want to join the expanding Bigwave team? Visit [bigwavemedia.co.uk/jobs](/jobs/) to find out more - or to get in touch. Original story from [glenkingmarketing.co.uk](https://www.glenkingmarketing.co.uk/) --- ## Reflections on homelessness from our St Petrock’s talk **On Thursday 17th January, local charity St Petrock’s gave a talk to #TeamBigwave on homelessness in Exeter as a thanks for our Christmas donation. Oddly enough, it was the busiest morning on record that the charity had experienced, and this hammered home just how big of a job this small charity has.** St Petrock’s is an independent charity that feeds, clothes and houses rough sleepers across Exeter. On the day of speaker Gill Luckings presentation, a whopping *83* people had passed through St Petrock’s doors looking for food and shelter. *“That”*, explained Gill, *“gives just some indication of the scale of homelessness in Exeter.”*We were shocked to hear that in any given year, more than 600 people will be living on the streets of Exeter. In 2017, it was ranked the third highest English city for the ratio of rough sleeping to population size. These statistics were particularly hard to digest for those of us that call Exeter home – a city that is locally famous for its overwhelming sense of hospitality. It was a bittersweet feeling to realise just how anaesthetised we’d become to our own sense of comfort and security. > *“It can be a surprise to learn that Exeter is the tenth least affordable city in the UK and with Housing Benefit, that helps pay for 1, 2 and 3 bed property, now 15% - 25% lower than the average local rent it’s easy to understand why people can struggle* keeping *a roof over their* heads,” continued Gill. Of course, we were no strangers to the very visible issue of homelessness in Exeter. It was part of the reason we scrapped Secret Santa in favour of raising £100 for St Petrock’s. Every Bigwave employee chipped in to the fund, which helped towards Christmas dinners and bedding. However, it’s not just donations that can make a difference to the lives of homeless people, we learned. There are small efforts we can make on a day-to-day basis to improve the everyday lives of people on the street. Bigwave media’s PPC Manager, Gemma Ross, who was at the talk, explained how she has since made more of an effort to help the homeless community feel less rejected by the general public. > *“I’ve never been indifferent to the plight of rough sleeping, but I will certainly be making more of an effort to help how I can. Gill described how even a smile and a wave can make people’s day. Often it’s easier to avoid this out of guilt but I’ve since made a conscious effort to make homeless people feel less invisible.”* The consensus has been similar across the office. Recognition is something we take for granted and a smile is so easy to give. --- ## RIP Direct Mail? It wasn’t too long ago that your daily post comprised of a variety of mailings for everything from car leasing to life insurance. But how many direct mail items landed on your desk today? We certainly don’t seem to receive anything like the amount that we did in the past. How do you react if you receive something personalised in the post these days- does it still go straight in the bin? Or are you curious to see what’s inside? This leads us to the question at hand- does direct mail have a place in marketing today or should we be evolving to email? 500 million more pieces of direct mail are being opened today than in 2013, equating to an additional £1.6bn being added to the channels ROI, according to [new research](http://www.printweek.com/print-week/news/1159438/direct-mail-roi-increases-as-unopened-volumes-fall). The future of direct mail is certainly looking brighter - from the feedback we get from our clients, receiving something by post does seem to be perceived as having a higher value. According to Royal Mail figures, the average ROI of a mailing is £3.22 of consumer spend per pound spent. 16-24 year olds are most likely to open direct mail – with only 1 in 12 throwing it away unopened – and of the group most likely to bin direct mail straight from the mat, 45-54 year olds, 62% still open it. With reduced amounts in circulation, competition in the direct mail channel is lower and so a far higher percentage is likely to arrive on the intended recipient’s desk - secretaries are also passing on more to their managers as it is not so common. Data available for direct mail campaigns tends to be of better quality and offers more specifically tailored targeting options than email lists. Whilst distribution costs are undoubtedly more, better targeting and higher response rates can more than make up the difference. The design team at Bigwave media is constantly coming up with innovative creative solutions to ensure a mail shot has impact – and catches the attention of the recipient. So we’re not quite ready to bury direct mail - if you want to be seen as a business doing something innovative and different that appeals to your prospects, maybe you should try sending them a mail shot. To find out more and how direct mail can become part of your integrated marketing strategy, contact Ronnie Halden – Head of Marketing & Creative Services at Bigwave Media Ltd on 01392 492380. Or visit [our website](https://www.bigwavemedia.co.uk/) to learn more about us. --- ## Roller-way the calories It's a struggle for Bigwave Staff to remain physically active during the working week due to sedentary office roles (unless you count moving a mouse feverishly around a desk and making trips to the kitchen to fuel up on coffee as particularly effective ways to burn calories)! Although when the office closes it's a different story? With the introduction of [MYZONE®](http://www.buyuk.myzone.org/) belts for all employees, getting active just took on a competitive twist! The team generally go to the gym and play a variety of sports including badminton, rugby and rock climbing. They've even organised an after work running club in preparation for the [Michelmores 5K Charity Run](http://www.michelmores.com/Michelmores-Charity-Run.html) on Tuesday 10th June! However, Client Relationship Manager, [Maria Sowden](/okf/page/the-team.md) who started working with Bigwave in December 2012, has a slightly more unusual way of earning her MYZONE® Points - Roller Derby. She belongs to local team [The South West Angels of Terror](http://www.southwestangelsofterror.com/), burning an impressive amount of calories and earning a huge number of effort points which usually place her at the top of the leader board. **What is Roller Derby?** - The predominately female sport is fast moving, requires a lot of stamina and is very tactical. - It's a game played on Quad Roller Skates, with 2 teams of 5 skating anti clockwise around an oval track in a sports centre. - Teams are made up of 1 Jammer (they score points by overtaking members of the other team) and 4 blockers (the members who assist their jammer to score points by knocking the opposing teams players out of the way and making a clear path) The full contact sport may seem rough, but all team members are well equipped with a safety helmet, gum shield, elbow, and wrist and knee pads. It is also required from each and every skater to pass a minimum skills test before they can play. This involves stopping safely, demonstration of agility, taking and receiving hits and illustration of sufficient fitness levels by skating 27 circuits of a sports hall in less than 5 minutes. This may sound like a long time until you realise the average circuit must take no more than 11 seconds to complete! On average, a 2 hour Roller Derby training session has seen Maria burn up to 1,800 calories and earn 632 MYZONE® effort points. During a game these figures have increased to over 2,200 calories! ![](https://bigwave.co.uk/wp-content/uploads/2024/03/1610034_788748947812749_8475493201135514811_n.jpg)Whatever your chosen sport, MYZONE® belts are a great way of tracking your exercise activity and are highly effective at pushing your training boundaries. Check out Maria's Roller Derby team blog [here](http://www.southwestangelsofterror.com/2014/04/many-calories-burn-playing-roller-derby/). To sponsor #TeamBigWave on their 5km run please visit our [VirginMoney Giving page](http://uk.virginmoneygiving.com/team/big-wave-media). --- ## Search Intent: The Importance of Writing for Humans in an SEO World Search Engine Optimisation is often perceived as treading a fine line between writing for humans and writing for search engines like **Google** or **Bing**. Ten years ago, this was an undeniable truth that looked to lead us down a path of uninspired content rife with perfect keyword densities and heavily curated h tags, the future was bleak. Fast forward to 2021 and SEO is more focused on humans than it ever has been before. Google has one clear concise goal; offer users of their platform the best possible experience by providing content that answers any given query/keyword. The key takeaway is the word user, by satisfying the users' needs or **search intent**, you are in turn satisfying Google’s needs as well. ## Copywriting, content and algorithms Staying ahead of Google Algorithm changes is a hot topic in SEO. Google is perpetually incorporating changes to how it understands and ranks pages and websites in search. In 2015, Google disclosed **RankBrain**: a calculation controlled by AI that comprehends the intent behind your searches and rewards the pages that match this intent. In 2020 they initiated further updates reducing the importance of non-content related measurements in favour of a more intent and in turn ‘human’ approach to content. ## What is search intent and why does it matter so much? Search intent is a simple concept that so many Seo's, copywriters and content creators struggle with. Search intent simply means deciphering the pain point and required resource for any given keyword or search query. I've used a simple example below to indicate how search intent can change: ![example search page result for SEO](https://bigwave.co.uk/wp-content/uploads/2024/03/seo-example.png)Here I have used the search query **SEO**, as you can see the **SERP's** or **Search Engine Results Page** are clearly displaying informational results, primarily discussing SEO on a macro scale. This indicates the intent of the search, people who are probably fairly new to SEO as a whole and would like to learn more. Now let's take a look at what happens when we enter the search query **SEO services**: ![example of search intent for seo services](https://bigwave.co.uk/wp-content/uploads/2024/03/seo-services-example.png)The intent here has clearly moved from **informational** to **transactional** (more on this later) and now the SERP displays organisations that provide SEO services in your area. This illustrates that understanding search intent may be the single most important factor when deciding on how to structure your website and your content. ## Different kinds of search intent Now we have a basic understanding of search intent, let's look at some of the most common searches and how we can start creating content based on intent: ### 1. Informational Question-based searches will often include queries like 'how', 'who', 'what' or 'when'. These searches are looking for information and are best served with blog posts, tutorials, instructional videos etc ### 2. Navigational Navigational searches are queries that have already identified their target location. Searches like 'Facebook' or 'Gmail' and often revolve around a brand. ### 3. Commercial Commercial searches typically include keywords like 'best', 'review' and 'compare' followed by a particular product or brand. These searches are often positioned as the last search before a user decides to purchase any given product or service online. ### 4. Transactional Quite simply transactional searches have the final goal of purchasing a product or service. Often highlighted with keywords such as 'buy' or 'subscribe'. ## Actionable Takeaways How can you implement some of the things you have learned: - Identify primary keywords for each page on your website (this is at the core of any SEO strategy). You can simply scrape your website and create a list of all your URL's and begin assigning a keyword to each page. [Screaming Frog's](https://www.screamingfrog.co.uk/seo-spider/) SEO Spider will provide a quick and easy solution for up to 500 pages of your site. - Type your target keyword into Google and observe the top three **organic results.** Look at your competitors content for inspiration and try to put yourself in the shoes of someone typing in your target keyword. What would you like to see if you searched for that query? Is there any content that you would expect that isn't available? - Start to craft content that, firstly, matches search intent and secondly identifies any gaps in your competitors content to give you a competitive edge. This could be testimonials, instructional videos, online chat, accreditations, images etc - Try to ensure you have a mix of content on your site. While it's tempting to mainly optimise for transactional keywords, informational content is a great way of building trust with your audience before they even consider buying. Leaving you as the perfect choice when they do come to purchase a product or service you provide. --- ## Security Tips: Protecting Your Meta Business Account Against Hackers In today's digital landscape, where phishing and hacking techniques have become increasingly sophisticated, it is crucial for businesses to prioritise their security. At Bigwave, we have observed a rising trend of phishing attempts and security breaches on META. As marketing professionals who work with numerous Facebook and Instagram accounts, we follow strict security guidelines to protect ourselves and clients. With the recent growth in both attempts and successful breaches, we thought it was important to share some 'best practice' tips to help you keep your account secure. ### What does a META hack look like? The pattern we have noticed is that individuals who have admin access to business accounts are being targeted, and hackers are exploiting the vulnerabilities in their personal Facebook accounts. This method allows hackers to bypass the robust security measures implemented by corporations. For instance, hackers often employ tactics like sending malicious messages to personal accounts or the page itself. When the recipient clicks on the provided link or follows a set of instructions (such as to reset a password), the hacker gains access to the personal account, as well as any linked business accounts. Once inside, the hacker can take control of the business account by removing other admins and changing passwords, even racking up huge advertising bills with spam/fake ads. Unfortunately, META's support in reclaiming hacked pages and accounts has been notably inadequate. Once a business loses access to its Facebook Business account, the chances of recovery are uncertain. While some organisations have managed to regain control, others were not as fortunate, falling victim to these cyber threats. Therefore, to safeguard your Business Page and Personal Profile, it is imperative to take some precautions. In this blog, we will guide you through the steps to protect your online presence and mitigate the risks posed by hackers. ### Tell-tale signs a message is from a hacker A foolproof method to identify if you are being targeted by a hacker is by scrutinising Facebook messages purporting to be from META/Business Suite. It's important to note that META will never contact you about account or security issues through your messenger inbox. Legitimate communications from META will be sent via email or occasionally through notifications. Be cautious of messages that deviate from these channels. Additionally, look out for the presence of spelling errors or the use of special characters. Take the time to carefully read any messages you receive. If you spot spelling mistakes, it's a red flag. Another telltale sign of a hacker's message is if it asks you to click on a link or directs you to an unofficial META page. Exercise extreme caution and verify the authenticity of any message before clicking on any links provided. These are examples of what we have seen; while we don't know for definite if these would have led to a security breach, it's always better to stay vigilant and prioritise your online safety. Do not click on anything and mark as spam as an indication to META. ## How to Safeguard Your Meta Business Accounts from Hackers Whether you're utilising Facebook and Instagram for organic or paid marketing, ensuring the security of your accounts is paramount. Taking these three vital steps can make all the difference in protecting your account from potential vulnerabilities: ### Implement Two-Factor Authentication for All Users Your Facebook business page and Instagram business account are managed through the Meta Business Suite. It's crucial to enable two-factor authentication for all levels of access. This advanced security measure requires users to provide a random 6-digit code in addition to their username and password during login. META provides security guides on [how to set up two-factor authentication](https://www.facebook.com/help/148233965247823), making the process straightforward and effective. This extra layer of security significantly enhances the protection of your accounts. ### Assign a Back-up Admin Designate a trusted individual, be it a business partner, coworker, family member, or friend, as your back-up admin. This person doesn't need to be actively involved in your business; their role is to serve as an emergency entry point into your Business Suite. In the unfortunate event that a hacker gains access to your account and locks you out, the back-up admin provides a means for you to regain control. They act as a safeguard, allowing you to reclaim your account and eliminate the hacker's access. ### Utilise Third-Party Authenticator Apps Enhance your account security by utilising third-party authenticator apps like Google Authenticator or Microsoft Authenticator. These apps generate one-time passcodes that expire after 30 seconds, providing a time-sensitive and highly secure method for authentication. By downloading these apps on your mobile and desktop devices, you create an additional barrier that makes it extremely challenging for hackers to gain access to your accounts. Embracing these authenticator apps ensures a convenient yet robust defence against unauthorised access attempts. By following these essential steps, you significantly bolster the security of your META Business accounts, safeguarding your valuable data and ensuring peace of mind in your online interactions. If you're interested in learning how Bigwave can support your business with paid and organic social media marketing, as well as optimising and managing your ads and business accounts, don't hesitate to [get in touch with us](/okf/page/ppc-exeter.md) today. We're here to help! --- ## SEO horrors: tales of bad SEO advice Halloween might have passed but terrifying tales of poor SEO are a reality 365 days a year - #anxiouslygnawsfingers. For this month’s #AskEkaterina I decided to tell you three SEO horror stories that, in my humble opinion, are much, much scarier than this year’s roaring success of ‘Hereditary’. Grab some popcorn and join me for this digital marketing nightmare. ### **A Nightmare on Duplicate Content Street** I once had a prospect that was looking for SEO consultancy. I had a nosy on their website and it was structured pretty good. They were pushing content out and working on link building. But strangely they were hardly ranking well for any keywords. So before I agreed to do anything on the website, I decided to check if the content they were publishing was original. Well, guess what! Their content manager was recycling articles from other websites and getting paid for it… The moral of the story is to make sure you work with trusted freelancers and [agencies](https://bigwavemedia.co.uk/content-marketing-and-copyrighting.html), check credentials and ask questions. ### **(Makes Me Wanna) Scream** This one is from a fellow SEO who had the horrible fate of taking over a site with a bit of legacy. They were struggling to rank well despite his best efforts. He was scratching his head – they had decent content, fairly high authority and a good backlink profile. The site was fast & mobile-friendly. What could it be? Turns out that the development site has been crawled and indexed by the Googlebot since forever and it was leaking authority. It even had backlinks built to the staging website. Imagine. ### **The Omen (of Bad Migration)** The final story for today comes from another personal experience. I was working on a niche local business website that had just been redesigned. The nightmare with this one was when I discovered that their CMS was literally pushing hundreds of identical pages on Google with no canonical tags (these tell the search engines which page is the main one they should be looking at), all indexed and all with virtually the same content. This is enough to make any SEO scream in horror. To top it all off, the internal linking was a mess and/or missing sometimes all together. There’s a silver lining, however. I sorted the duplicate issues and implemented a solid internal linking strategy on their fairly simple website and they started ranking quickly afterwards – hurrah! --- ## SEO predictions for 2016 Accelerated Mobile Pages - improving speed and experience for mobile users. Over the last few years, Google has encouraged webmasters to provide a better, faster mobile experience for users. And the next logical step was the introduction (partnering with Twitter) of an open source, super lightweight version of HTML. For many, reading on the mobile web is a clunky experience. The AMP project helps content publishers create fully mobile optimised content (via a template) and have it load instantly in any environment. "Websites that opt into this framework benefit from speed improvements since the content templates share common elements and components, leading to a 15 to 85% performance improvement, according to Google. - via [Search Engine Watch](https://searchenginewatch.com/sew/opinion/2430844/google-s-amp-project-what-will-be-the-impact-on-publishers) Should you be interested in the AMP project, you can view the website and code repositories on the AMP project website: [https://www.ampproject.org/ ](https://www.ampproject.org/) Facebook has recently introduced "Instant Articles. A similar idea, that uses RSS feeds and HTML to load publishers web content within the Facebook app. You can find out more about this here: Increased usage of Schema.org structured data- presenting site content in a machine readable way to search engines. As creators of content, one of your key objectives, after creating quality content is to ensure that firstly it ranks in the search results and secondly that it stands out from the crowd. The use of structured data, which is a machine readable way of presenting content to search engines is absolutely key to this objective. Schema.org (often called Schema) is a vocabulary of tags (or microdata) that you can add to your HTML to improve the way your page is represented in SERPs. Moz have written an excellent article on the subject, and we would encourage all to [read it](https://moz.com/learn/seo/schema-structured-data). It's worth pointing out that whilst there doesn't appear to be any conclusive data to show the relationship between the usage of structured data and increased search engine rankings, there are clear indications that usage of structured data can help to increase CTR (click through rate) from the search engine result pages. By using structured data, you can in fact increase your organic search traffic, by standing out in the search results which can help generate additional clicks. In 2016, we would expect more businesses to start using structured data, in an effort to present their content more effectively to search engines, who in turn can present it more prominently in the results pages. You can view the Google article on Structured data [here](https://developers.google.com/structured-data) and also use the [Schema.org](https://schema.org) website to find out how to implement "structured data". Real time algorithmic updates from Google. In 2016, we will see the launch of the supposed real-time algorithm update "Penguin" from Google. According to Barry Schwartz, editor at Search Engine Land: "This version of the Penguin algorithm will be real-time, at least that is the goal- That means that as soon as Google discovers that a link is removed or disavowed, the Penguin algorithm will process it in real time, and you would be able to recover from a Penguin penalty incredibly quickly. However, you could end up with a Penguin penalty just as quickly. Google had already told us this back in [June](http://searchengineland.com/google-we-are-working-on-making-the-penguin-updated-continuously-222247), but it is nice to know they are on track to make this happen soon. Whilst this update has not fully rolled out yet, industry forums and authoritative sites are ablaze with Penguin 4.0 discussions. What we may see here, and this is personal opinion, is that dubious SEO's may make use of the real time update in order to try and 'game' the search results. This real time update could be used to generate "negative SEO - for websites. As competitors could start to build bad, spammy links to your own site, in an effort to get it penalised. Dubious SEO's could start to build bad links to competitor websites using black-hat services and keyword rankings for the competitor website could fall very quickly and subsequently their own could improve (through real-time updates to competitors). These kind of negative SEO tactics could really impact local businesses, who are not necessarily keen to invest the time and budget into a search engine optimisation program with an agency (so are unable to quickly deal with the problem). It's key to have a suitable strategy in place should this happen. It will certainly be interesting to see what impact this algorithm update has on our clients' sites. You can rest assured we will monitor this update as closely as we can and ensuring our strategy adapts if necessary. SEO agencies (and clients) will start to pay more attention to "Conversion Rate Optimisation". It really doesn't matter if your website looks great and ranks #1 for a huge range of keywords. If that traffic does not convert and help to grow your business, then what's the point? For a long time, many SEO organisations have unfortunately become obsessed by blindly chasing increased traffic levels. This is all well &amp; good if that traffic helps to grow their clients' business. If you are a business owner, it goes without saying that you should always look at value generated from a campaign rather than just the traffic. So if you don't see an uptick in conversions following the generation of increased traffic, it could be time to ask your agency to strategically re-evaluate your conversion journey and use split a/b or variation testing to drive design / functionality changes to improve site conversion rates. This ultimately, will compliment your hard fought #1 keyword position. On a side note, it's also worth remembering that CRO (conversion rate optimisation) is also essentially free. It capitalises on your already web traffic. You're not spending any more money on additional traffic, you're just doing a better job at converting them when they arrive. By improving your sites conversion rate, you should start to see lower cost per acquisitions across all digital channels, which will enable, should you wish, more money to invest in digital marketing campaigns. [Bigwave media](http://www.bigwavemedia.co.uk) offer SEO packages tailored to your site's requirements and include basic SEO through to monthly management. To find out more, visit our [website](http://www.bigwavemedia.co.uk/search-engine-optimisation) or fill out our contact [form](http://www.bigwavemedia.co.uk/contact-us). --- ## Seven steps leisure facilities can take to engage with customers using Twitter Just like Facebook, Twitter provides an ideal channel for leisure facilities to engage their current and potential customer base. Twitter is a micro message instant chat network that is growing fast. It has over 200 million users - 50 million log in every day. Twitter has so many possibilities, it can be difficult to know where to start. So to help you get started, here are eight steps that can help your leisure facility really make an impact. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/Twitter.jpg)1. **Setup a Twitter Profile** - this allows other people on Twitter to follow your updates in their Twitter stream. This provides another way for people to keep in touch online and for your leisure facility to be found. Tweets (messages) can spread virally (spread fast) across the web beyond Twitter. It is reported 80% of tweets are accessed outside of Twitter.com; through search engine results, websites, blog sites and social media apps for browsers, desktops, mobiles and tablet devices. 2. **Setup Hootsuite** - a social media dashboard application that allows you to plug in Twitter. Here you can manage your Twitter account much more effectively than on Twitter.com. You can also plug in other social media platforms like Facebook. This allows you to post a message on more than one platform at a time - saving you time! With Hootsuite, you can quickly see when your Twitter profile has been mentioned by others in their tweets. You can also easily see if there is a direct message that needs a response. Hootsuite manages Twitter data into columns that you can easily view on a single page on your screen. 3. **Tweet useful info** - post news about new classes, for example zumba, timetable changes and new facilities. Also post other local area news to help to draw people to the profile. Twitter is also potentially a great place to interact with your members, helping you to provide better customer service. It is easy for followers to share content (retweet) that is of interest with their friends and family, which will quickly spread your news much further. 4. **Provide top tips** on how to keep fit and healthy, manage diet and improve at particular sports etc. - this content is particularly likely to be retweeted by some of your followers to their friends. This will help you increase reach within your target audience. Top tips can be automated to go out on a recurring daily basis. 5. **Building a following from your target audience** - follow people who follow local profiles, for example local newspaper profiles, as they are most likely to be local people. These people may choose to follow you back. This process can be automated to quickly build a following amongst a local target audience. 6. **Set up Twitter lists** - assign Twitter profiles of particular interest to applicable Twitter lists. Filtering in this way will help you to engage with people of particular interest more often. This is particularly useful if you are following several hundred profiles. Otherwise, there will be too many tweets to keep up with in the main Twitter stream and not every tweet will be of interest. For example, you could have a list for members and a list for prospects. Additionally lists could be organised by different sports or activities. 7. **Setup Keyword Searches** to track when certain leisure activities are mentioned for research or lead opportunities. Within Hootsuite you can set up a separate tab (a page within Hootsuite) and set up to 10 columns tracking keywords (the same goes for lists). This way you can quickly glance at the information and respond as appropriate. Undertaking these activities in Twitter will help retain existing customers and encourage more people to use the leisure centre. This is particularly the case as tweets can so easily go viral within and beyond Twitter. We hope you find this info useful. For more top social media and marketing info follow us on Twitter at [@bigwavemedia](http://www.twitter.com/bigwavemedia). --- ## Should we target the over-50’s based on age alone? Recently, Marketing Week posted a truly thought-provoking article titled “*Stop defining over-50s by age alone or risk long-term brand decay.”* Their message was clear: neglect the over-50s to your detriment. This subset of the population is just as alive and kicking as any other. They use Instagram, swipe through Tinder and still know how to party like rockstars. What’s more, they’re the ones with disposable incomes. In this case, then what exactly *are* advertiser’s excuses for cutting out such a significant chunk of their potential customer base? #### **Ignored and misrepresented** No doubt wondering much the same thing, [Gransnet and Mumsnet](https://www.gransnet.com/online-surveys-product-tests/advertising-marketing-over-50s-survey) recently delved into the issue, conducting a survey amongst 1,028 participants, all over 50. They were able to determine the following: - 78% felt under-represented or misrepresented by advertising - 62% believe they are being ignored because advertisers are too young to understand the demographic - 49% actively avoid brands who ignore them - 69% feel that they would be more receptive to advertising if it better represented their age group. Buoyed on by this, I decided to conduct my own, much more limited, research (namely my mum, dad and their small circle of friends). I was able to ascertain that every single one of them feels under-represented by the marketing world and would be much less frugal with their credit card should brands invite them to be. In the frank words of my mother: *![](https://bigwave.co.uk/wp-content/uploads/2024/03/Jen-An.png)*> *“Why should people assume that because I’m over 50, I live in cable-knit and drive a Nissan Cube? Jennifer Aniston just turned 50 and she’s the sexiest woman alive for crying out loud.”* The problem, it seems, is that 50 is a generation that marketers fail to understand. #### Welcome to life after 50** Whilst the overwhelming bulk of brands are ignorant to this issue, others are taking it upon themselves to try and change the tide of thought. Life insurance firm, SunLife, released an entertaining campaign on the matter called *welcome to life after 50*: The campaign amassed a wide audience and impressively managed to increase [brand consideration by 8%.](https://www.marketingweek.com/2019/04/08/marketing-to-over-50s/) It got minds whirring and was hailed a success of monumental proportions, smashing down destructive myths about later life. But sadly, it wasn’t the catalyst for national change. The average age of marketing professionals is 32. Shrouded in an impermeable bubble of youthfulness, they are suckered in by the stereotype that life is a gradual decline after 50. Their philosophy is rooted in something we have studied at length here at Bigwave media - unconscious bias - where advertisers make decisions based on their personal experiences and background. They don’t understand what it is to be 50 and pigeon-hole this demographic as a result. To be fair, marketers may have had a point fifty or sixty years ago. Back then, in the age of flock wallpaper and pleated skirts, half a century meant something. But in a time of advanced health care and medicine, the over-50s are basically twenty-year-olds with an unfortunate age-stamp against them. Now we, as an innovative generation of marketers, need to move with the times. The over 50s have Halle Berry (yes really!) and Tom Cruise as their ambassadors. It’s projected that by the year 2037, people over 65 will account for [¼ of the population](https://www.theguardian.com/money/2019/mar/22/a-womans-work-is-never-done-twice-as-many-still-going-at-65) - a significant percentage of the population who won’t be hanging up their Louboutin’s anytime soon. Brands must seek to recognise this and look to include this dynamic generation, for the benefit of everyone. --- ## Should you be using a marketing automation tool? Marketing automation. Now considered a must-have for many modern marketing departments, but often misunderstood and overlooked. At Bigwave, we believe in taking the time to pause and get back to the basics. That’s why we’re here to explain *exactly* what marketing automation is, what good marketing automation practices look like, and how to use it to boost your business. You can then decide if it is right for you. ### **What is marketing automation?** Marketing automation is any type of software platform that streamlines and automatically processes marketing tasks or workflows. Simply put, the software lets marketers automate marketing activities or analysis and hand over admin work to a computer or artificial intelligence (AI). This means that you can automate repetitive tasks such as email campaigns, social media posting, and ad campaigns – leaving you free to get on with bigger jobs. There is a big distinction between marketing automation completed using trigger points and administrative tasking and the type realised through AI. In this blog, we will focus squarely on the triggered and administrative forms of marketing automation. Marketing automation software allows you to do a lot of different marketing activities more effectively, for example: - Email marketing - Social media posting - PPC ad posting and management - Creating landing pages - Cross-channel marketing campaigns - Lead generation - Lead management - Segmentation - Lead nurturing and scoring - Cross-sell and up-sell - Retention - Website personalization ### **Why do marketing teams use automation tools?** For small marketing teams, in particular, managing 1:1 connections with customers using the manual tools available becomes almost impossible. That’s when marketing automation comes in handy. The use of marketing automation platforms doesn’t just save time and make marketing more efficient, but it can also help provide a more personalised experience for customers and improve customer service. Instead of relying on remembering to – and having the time to – connect with your customers, leads, and target audience, marketers can rely on automation to send out communications on their behalf. This keeps the customer engaged with your brand and makes them feel valued. What’s more, successful marketing teams use marketing automation to make their campaigns more accurate, which in turn helps their sales team find better leads and increase ROI, profit, and growth. This is because automation tools can give greater insight into the entire sales funnel, which then lets you effectively determine when leads are ready to buy. Automation also allows you to attract new leads by automating PPC, social media, and overall marketing campaigns, as well as helping you keep leads warm with e-marketing automation. Marketing automation helps you to scale your campaigns, reach and engage prospects, better qualify leads, and effectively demonstrate ROI. What’s not to like? ### **Should your business be using marketing automation?** Of course, no business is the same and no two tools with help all businesses. However, there are a few key questions to consider when deciding whether marketing automation has the power to boost your business. - Is all your time taken up by creating and sending emails, social media posts, or adverts? - Is your content marketing reaching your target audience? - Can you identify, track, and engage individual buyers online? - Can you look at a list of customers and prioritize them based on fit and likelihood to buy? - Can you measure the ROI of your marketing campaigns? Marketing automation can save you the time, stress, and hassle of day-to-day marketing. Bigwave’s e-marketing software (eCampaigns), for example, has been designed to help brands consistently create the right email, at the right time, for the right audience. With our e-marketing automation software, you can create and schedule emails that engage and convert your leads. What’s more, you can see real-time reports as soon as a campaign is launched, including how many people opened and read it, clicked through to your website, sent it on to a friend, and purchased after the email. ### Share this content - [ Twitter ](#) - [ Facebook ](#) - [ Pinterest ](#) - [ LinkedIn ](#) - [ Email ](#) [Prev Post](/okf/article/will-ai-generated-content-replace-human-marketers-and-creatives.md) [Next Post](/okf/article/is-meta-still-an-ethical-and-responsible-marketing-option.md) [![Simon Beer and Tom Gozna with Real Living Wage logo](https://bigwave.co.uk/wp-content/uploads/2026/07/Bigwave-Real-Living-Wage-scaled-120x120.jpg)](/okf/article/real-living-wage-employer.md) ## [Bigwave Marketing becomes accredited Real Living Wage employer](/okf/article/real-living-wage-employer.md) By [BWMAdmin](https://bigwave.co.uk/author/bwmadmin/) [![2026 Google I/O – Impact on search engine marketing](https://bigwave.co.uk/wp-content/uploads/2024/03/Brighton-SEO-120x120.jpg)](/okf/article/2026-google-i-o-impact-on-search-engine-marketing.md) ## [2026 Google I/O – Impact on search engine marketing](/okf/article/2026-google-i-o-impact-on-search-engine-marketing.md) By [Tudor Rusmanica](https://bigwave.co.uk/author/tudor/) [![Digital Markets, Competition and Consumers Act (DMCCA): What Marketers Need to Know](https://bigwave.co.uk/wp-content/uploads/2026/05/Marketers-having-a-meeting-120x120.webp)](/okf/article/digital-markets-competition-and-consumers-act-dmcca-what-marketers-need-to-know.md) ## [Digital Markets, Competition and Consumers Act (DMCCA): What Marketers Need to Know](/okf/article/digital-markets-competition-and-consumers-act-dmcca-what-marketers-need-to-know.md) By [BWMAdmin](https://bigwave.co.uk/author/bwmadmin/) [![Man stretching halfpoint](https://bigwave.co.uk/wp-content/uploads/2026/03/OldGuyStretching-Halfpoint-scaled-120x120.jpg)](/okf/article/healthseekers.md) ## [Bigwave Marketing partners with GGFit to develop the HealthSeekers brand and national programmes](/okf/article/healthseekers.md) By [Simon Beer](https://bigwave.co.uk/author/simon/) [![Is Meta still an ethical and responsible marketing option?](https://bigwave.co.uk/wp-content/uploads/2026/02/Meta-Ethics-Blog-Image-120x120.webp)](/okf/article/is-meta-still-an-ethical-and-responsible-marketing-option.md) ## [Is Meta still an ethical and responsible marketing option?](/okf/article/is-meta-still-an-ethical-and-responsible-marketing-option.md) By [BWMAdmin](https://bigwave.co.uk/author/bwmadmin/) [![How can brands use AI ethically in content creation?](https://bigwave.co.uk/wp-content/uploads/2026/02/AI-Content-Creation-Blog-Image-120x120.webp)](/okf/article/how-can-brands-use-ai-ethically-in-content-creation.md) ## [How can brands use AI ethically in content creation?](/okf/article/how-can-brands-use-ai-ethically-in-content-creation.md) By [BWMAdmin](https://bigwave.co.uk/author/bwmadmin/) --- ## Should you consider social media competitions? YES! Competitions on Facebook, Twitter or Instagram regularly prove hugely successful for businesses. You’ve probably participated in a few yourself. But what is it that makes competitions on social media platforms an effective marketing tool? To explain how competitions work, we need to look at a couple of things - firstly, the legal restrictions. Secondly, we will explain how to create an effective competition and finally, we will discuss the benefits of carrying out competitions on social media. Whilst the emphasis is on Facebook, the basics are similar on every platform. **What do you need to consider before running a competition?** To give you basic overview of the Do’s and Don’ts of Facebook promotions: YOU CAN ask people to like a post to enter YOU CAN ask people to like a page to get access to a contest entry form YOU CAN ask people to comment on a post to enter YOU CAN ask people to like as voting mechanism. E.g. vote for the best caption. YOU CAN'T require people to like a page to automatically enter YOU CAN'T require people to share a page to enter YOU CAN'T require people to tag themselves in pictures to enter YOU CAN'T require people to like a different page to enter Facebook promotions must only be hosted on a custom Facebook page or a page’s timeline. In addition, you must communicate that you are responsible for the [lawful operation of that promotion](https://www.facebook.com/page_guidelines.php), who is eligible to enter and the acknowledgement that the promotion is in no way sponsored, run by or associated with Facebook. **How do you create an effective competition?** There are few things to think about before running a competition. You need to be clear about what you want to achieve with running the competition: 1. Pick your objective Do you want to raise awareness, increase consideration or generate a better conversion rate? 2. Choose your audience Create your audience with demographics and interests. Facebook offers the opportunity to narrow down the audience so that you can interact with your targeted audience only. 3. Create your advert Use a branded, visually appealing image that paints your competition in the best light. Be sure to remain clear and concise in the text and don’t forget to add the terms of the competition. *Take a look at the above competition run for Plymouth-based kitchen designers and suppliers, Arrital. Pushed out as sponsored content, the post reached nearly 16,000 people. The competition garnered great results, increasing overall brand awareness and driving traffic to their website. Plus, someone gained a free coffee machine in the process - win win!* **What are the benefits of running a competition?** One of the biggest advantages of running social media campaigns is that you can define your audience. You can easily build up a bigger social media base and increase the engagement on your page. Furthermore, it’s cost effective and it’s one of the easiest and cheapest ways to collect consumer data. The data can provide great insights into the habits, interests and other information of your customers. Once you’ve started to run the competition, interested customers will start talking about the giveaway, raffle etc. on other social media platforms. Thereby, you automatically increase the brand awareness for future marketing efforts. ***Social media competitions can be a powerful marketing tool! If you’re not sure about how to run a competition on social media, we can set up and run your competition on Facebook, Twitter or other social media platforms. [\#TeamBigwave](/okf/page/ppc-exeter.md) is highly experience and knows how to successfully run competitions.*** --- ## Six steps for leisure facilities to engage professionals on LinkedIn We find that LinkedIn is often overlooked by leisure facilities as a tool that can be used to engage their customer base. It is often thought that the social media platform is only for business to business. However, this could be an ideal platform for those leisure facilities looking to target business professionals for the lunchtime market or to encourage them to pop in before or after work. There are over five million LinkedIn members in the UK. Here are six steps that can help your leisure facilitiy really make an impact. **1. Complete Your Personal Profile** - LinkedIn is all about the individual on behalf of the business. Ensure your profile and the profiles of other key team members have photos. This helps others recognise you when they want to connect with you, especially if you have a common name. It also looks more professional. Update the summary and specialities using industry keywords. This will help your profile appear in keyword searches undertaken by LinkedIn members and in Google too. Mention your website (and up to two others such as your company Facebook or Twitter page/profile) in your profile. **2. Create a Company Profile** - although the focus of LinkedIn is the individual on behalf of the business, you can also have a company profile. This tends to appear in search results when LinkedIn members undertake Company searches. When updating the description and specialities again use industry keywords so the profile appears in LinkedIn search results and also in Google search results. Visit the Bigwave Media [LinkedIn profile](http://www.linkedin.com/company/big-wave-media "Bigwave Media LinkedIn"). ![](https://bigwave.co.uk/wp-content/uploads/2024/03/BWM-LinkedIn1-300x121-1.jpg)**3. Post Status Updates** - post messages to both profiles providing useful advice (tips) on how to escape the stresses and pressures of work and keep fit and healthy. If you are using Twitter as well, we would suggets that you control the message you post to your personal profile. Many people on Twitter have their tweets auto update their LinkedIn status. The problem is that if they are mid-conversation on Twitter, their update on LinkedIn will make no sense. The personal profile tends to get seen most when it appears in search results or when someone you have met offline is looking you up online. So really you want a message that makes sense on your profile and something relevant to that week. **4. Get recommendations** - LinkedIn makes it easy to request recommendations from those connections you have worked with. Here for example the fitness instructors working with business professionals could request recommendations. A recommendation from a trusted source can be a powerful endorsement, especially when trying to attract others from within the same organisation. The recommendations can also be re-used on the website and in other marketing material. **5. Build & Message Connections** - through connecting with people on LinkedIn, you are effectively building a second database of contacts to message (email). If you use this channel, we suggest you not to bombard your connections with lots of messages. Make sure what you do send is targeted and of interest to your contacts. **6. Participate in Groups** - this we feel is the key to getting the most out of LinkedIn and reaching out to a much wider audience online. The key to social media is sharing information and being helpful to others. Remember not everyone using social media will buy, only those looking for specific help. So make it easy for these people to find you by participating in relevant group discussions. There are often location based groups by city and or county with local business professionals participating in them. Here new discussions could be kicked off about how to escape the stresses and pressures of work and to keep fit and healthy, which others will benefit from. Undertaking these activities in LinkedIn will help with building connections with existing members who could become ideal advocates for your facilities. This can help spread the message to their colleagues and other business connections within LinkedIn. We hope you find this info useful. For more top social media and marketing info follow us on Twitter at [@bigwavemedia](http://www.twitter.com/bigwavemedia) or visits our [LinkedIn profile](http://www.linkedin.com/company/big-wave-media "Bigwave Media LinkedIn"). --- ## SMO: What It Is, How It Works, & Why It's Important **Anyone with a brand, business or project will know that social media is a crucial part of marketing strategies. Social media helps businesses connect with potential and current customers, build brand awareness, and boost sales.** But what you might not know is that social media can also help your website rank higher in search engine results pages (SERPs). This process is called social media optimisation (SMO). In this blog, we'll explain what SMO is, how it works, and why it's so important for businesses. By the end, you'll gain a greater understanding of how social media can benefit your business and how to start using SMO to improve your performance for better results. ## **What is a social media strategy?** A social media strategy is a plan of action for how you will use social media to achieve your business goals. It should include what platforms you will use, what kind of content you will share, and how often you will post. Your social media strategy should also align with your overall marketing strategy for your brand. ## **What is social media optimisation?** Social media optimisation is using social networks to manage and grow your business and its message, as well as its online presence. SMO is excellent for increasing awareness of new products and services, building a loyal customer base and community, and creating a brand identity. Most social media platforms have built-in features that allow businesses to optimise their social media presence, such as Facebook Insights and Twitter Analytics. However, there are also third-party SMO tools available, like Sprout Social and Hootsuite Insights, which provide more in-depth data analysis. For many years search engine optimisation (SEO) has been the standard for digital marketing optimisation efforts. However, now social media has taken the world by storm, SMO has become a very prominent element of any marketing strategy. Both SEO and SMO have similar goals (generate traffic and increase brand awareness, for example), but they go about achieving these goals in different ways. While SEO is focused on optimising your website for search engines, social media optimisation is all about optimising your social media profiles and content for your target audience. People are using social media more than ever before, so you must be visible where they are spending their time. Not only that, but social media can be a very powerful tool for driving traffic to your website and generating leads. Here are four reasons why social media optimisation is so important for businesses: 1. ### **Helps you connect with your target audience** When you optimise your social media profiles and content for people (not just search engines), you're able to better connect with your target audience. This is because you're speaking their language and using the platforms they're already using. 2. ### **Increases brand awareness** Social media optimisation can help increase brand awareness for your business. When people see your content on social media, they'll start to become more familiar with your brand. And if they like what they see, they'll be more likely to share it with their friends and followers, which will help increase your reach even further. 3. ### **Drives traffic to your website** SMO can also help drive traffic to your website. Every time you post something on social media, you can provide a link back to your website. If people like what they see, they'll click through to your website to learn more. 4. ### **Helps you generate leads** Social media can also be a great way to generate leads for your business. When people see your content on social media and visit your website, they may be more likely to sign up for your email list or contact you about your products or services. ## **Why it's important to optimise your social media strategy** If you're not already optimising your social media content, now is the time to start. Social media optimisation is important for businesses because it can help to achieve several goals. If you're wondering how you can exactly optimise your social media content, follow these tips: 1. ### **Post at the right place and time** To maximise your reach, it's important to post your content at the right place and time. This means posting when your target audience is most active on social media. You can use social media analytics tools to figure out when your audience is online so you can adjust your posting schedule accordingly. 2. ### **Use relevant keywords** Just like with SEO, using relevant keywords in your social media content can help you reach a wider audience. When people search for those keywords on social media, your content is more likely to show up in their search results. 3. ### **Make sure your profiles are complete** When someone visits one of your social media profiles, they should be able to quickly and easily find out what your business is all about. That's why it's important to make sure your social media profiles are complete and up-to-date. 4. ### **Include a call-to-action** Your social media content should always include a call-to-action (CTA). A CTA is an instruction that tells people what you want them to do next. For example, your CTA could be something like "click here to learn more" or "sign up for our email list."By including a CTA in your social media content, you can increase website traffic and leads. 5. ### **Always think of your audience** When creating social media content, it's important to always think of your audience first. What are they interested in? What would they like to see? By creating content that appeals to your target audience, you're more likely to connect with them and achieve your business goals. Social media users are different for each platform, like TikTok which is predominantly used by Gen Z's, so make sure you're using relevant social media platforms for your target audience. 6. ### **Use hashtags** Hashtags are a great way to reach new people on social media. When you use hashtags, your content is more likely to show up in searches for those hashtags. For example, if you're a business that sells eco-friendly products, you could use hashtags like #sustainability or #eco-friendly. And don't forget to use relevant branded hashtags as well! By using your business's branded hashtag, you can make it easier for people to find and connect with your business on social media. 7. ### **Post visual content (especially videos)** Posts with visuals tend to perform better on social media than those without. That's because people are more likely to stop and look at a post if it has an image or video. User attention span has decreased over the years so it's important to make sure your content is attention-grabbing. Videos are especially effective on social media. In fact, social media users are more likely to watch a video than read any long-form content. So if you're not already posting videos on social media, now is the time to start. And don't forget to optimise your videos for each social media platform. For example, Instagram users are more likely to watch vertical videos while YouTube users are more likely to watch horizontal videos. 8. ### **Use social media ads** Social media ads are a great way to boost your reach and get your content in front of new people. With social media ads, you can target specific demographics, interests, and even behaviours. This ensures that your content is being seen by people who are most likely to be interested in it. Running social media ads can be a great way to increase website traffic and leads. But it's important to make sure you're using the right social media platform for your business goals. For example, LinkedIn is a great platform for B2B businesses while Snapchat is a great platform for Gen Z audiences. 9. ### **Be active on the channels your audience value the most** Activity on social media is crucial if you want to improve your engagement rate. It’s hard to stand out when so many businesses are marketing on social media, so it’s important to stay up to date with the algorithm and understand when and how often is best to post. You can do this by looking at your channel’s insights. 10. ### **Regularly check and test** To fully optimise your social media content, you need to regularly check your analytics to understand how well your content is already performing. You can then optimise the content that isn’t doing so well to try and make improvements. Whether that be the graphics you’re using, the video, or the copy you are writing in the captions, ensure you optimise them all to ensure your content is valuable to your audience and solves their problems. Keep trying and keep testing until you start to see the results you want and when you do, you've mastered optimisation! --- Creating social media content can be time-consuming, but it's worth it. By following the tips above, you can create social media content that's optimised for success. If you need help reaching your social media marketing goals, [contact us today](http://bigwave.co.uk/contact). --- ## Social Media Image Sizes A social media account is an extension of your brand and is often the first port of call for prospective customers, so it needs to look great. Social media platforms are forever changing their recommended images sizes and formats of artwork, so to ensure a fine finish, we’ve created a round up of the most recent, recommended social media image sizes: **Facebook dimensions:** - **Profile picture:** The Facebook profile picture must be at least 180 x 180 pixels but the image will appear as 160 x 160 pixels. **Desktop display:** 160 x 160 pixels **Smartphone/tablet display:** 128 x 128 pixels - **Cover photo:** Displays at 828 pixels wide by 315 pixels tall on your Page on computers and 640 pixels wide by 360 pixels tall on smartphones. The cover photo must be at least 399 pixels wide and 150 pixels tall. - **Ad images:** The recommended width for the images used in ads on Facebook is 1200 pixels. The height should be 44 pixels (for the Page Likes and Event Responses objectives), 675 pixels (for the Video Views objective), 900 pixels (for the Page Post Engagement objective) or 628 pixels (for all other objectives). The reason for the recommended sizes is to ensure the images are to the highest possible quality depending on the reason for the post, ad images etc. - **Posts to your profile or page:** The recommended size for images posted to your page vary from the same size as ad images – 1200 pixels or as small as 470 pixels. - **Facebook group cover photo:** The group cover photo must be at least 400 pixels wide by 150 pixels high. A higher quality image is recommended to be 800 pixels wide by 300 pixels high. - **Images with link posts:** The recommended size for images with links is 1200 pixels wide by 628 pixels high. **Twitter dimensions:** - **Profile photo:** The recommended size for the Twitter profile photo to be uploaded at is 400 pixels wide by 400 pixels high, but it will be displayed at 200 x 200 pixels. - **Header photo:** When customising your Twitter account, it is recommended that the header photo is 1,500 pixels wide by 500 pixels high. It should be noted that part of the header photo will be overlapped. - **In-Stream images:** Even though Twitter doesn’t recommend a specific photo size for your tweets, the maximum size is usually around 1024 pixels wide by 220 pixels high. The minimum size is recommended at 440 pixels wide by 220 pixels high. - **Ad images**: If used, the minimum size for Twitter advertising images is 600 pixels wide by 150 pixels wide. **Pinterest dimensions:** - **Profile image:** The image guidelines for the Pinterest profile image is 165 x 165 pixels. On the homepage it appears full size (165 x 165) and on the rest of Pinterest it appears 32 x 32 pixels. - **Board cover image:** For each of your personal boards, you can create a customised background using a portion of an image within that board. Sizes vary from around 217 x 147 pixels at the minimum to 222 x 150 pixels at the maximum. - **Board display:** As creating a board is one of the most important things you can do on Pinterest, it is crucial that the images are the perfect size. It is recommended that images are 222 pixels wide by 150 pixels high for a large thumbnail and 55 x 55 pixels for a smaller thumbnail. - **Pin sizes:** Images that have been pinned to the main page and that are pinned to a board appear as 236 pixels (height is scaled). Expanded pins have a minimum width of 600 pixels (height is scaled). **LinkedIn dimensions:** - **Profile background:** The image guidelines for the background image of your LinkeIn profile are between 1,000 x 425 pixels and 4,000 x 4,000 pixels. - **Profile photo:** The recommendations for the size of the profile image are between 400 x 400 pixels and 20,000 x 20,000 pixels. The minimum is for a profile image is 200 x 200 pixels. - **Standard logo:** The business logo is one of the two brand logos you should be uploading to LinkedIn, this is the bigger of the two and will show up next to your brand name on your profile. The image is recommended to be sized at 100 pixel wide by 60 pixels high (resized to fit). - **Square logo:** This is the brand image that shows up when your company is searched. In order for this image to be useful/successful it needs to be recognisable to customers. This image is recommended to be 50 x 50 pixels. - **Banner image:** This image appears when a user visits your companies homepage. This is recommended to be 646 pixels wide by 220 pixels high (minimum). - **Showcase Page:** The Showcase page image is a page that focuses on your specific products/services under your company page. This image is recommended to be 974 x 300 pixels (minimum). - **Ad images:** The recommended image size for LinkedIn ads is 50 x 50 pixels. - **Posts to your profile and page:** The most effective size for image posts to your profile is 800 pixels wide by 400 pixels high, this is to get the best quality. - **Group logos:** Your group logo should be 100 pixels wide by 60 pixels high, and the small logo should be 50 pixel by 50 pixels. **YouTube dimensions:** - **Profile picture:** The minimum size for the channel icon is 98 x 98 pixels but it is recommended to upload the image at 800 x 800 pixels. - **Cover photo/channel art:** As there are lots of different platforms and devices that users can stream Youtube from, it’s important that there is an image for each one; **Tablet display:** 1855 x 423 pixels **Mobile display:** 1546 x 423 pixels **TV display:** 2560 x 1440 pixels **Desktop banner – Expands with browser:** 2560 x 423 pixels **(Default browser window size:** 1546 x 423 pixels**)** - **Video thumbnails:** Videos must maintain a 16:9 aspect ratio, so it’s recommended the thumbnail is 1280 pixels wide by 760 pixels high. **Google+ dimensions:** - **Profile photo:** The smallest profile image size you can usefor your Google+ profile image is 120 x 120 pixels and the recommended size is 250 x 250 pixels. You upload an image which is square but then it is rendered into a cirle, so choose your image wisely! - **Cover photo:** The recommended cover photo size for Google+ is 1080 x 608 pixels, with a maximum of 2120 x 1192 pixels and a minimum of 480 x 270 pixels. - **Shared images:** These images appear in the home stream and on your page at a widtch of 426 pixels (height is scaled). Minimum width of 497 pixels (the height is scale) and the maximum upload is 2048 x 2048 pixels . - **Link preview image thumbnails**: These link preview thumbnails are displayed at 150 pixels wide by 150 pixels high. - **Community profile photo**: If you run a Google+ community, the profile photo must be a minimum of 960 pixels wide by 540 pixels high. **Instagram dimensions:** - **Profile photo:** The suggested sizes for profile photos on Instagram is from 110 x 110 pixels to 161 x 161 pixels (Square photo – make sure to maintain an aspect ratio of 1:1). - **Photo thumbnails:** Thumbnails will appear on the page at 161 x 161 pixels, also make sure to maintain an aspect ratio of 1:1 as the photos are square. - **Photo size:** Since the Instagram update, the size of the imageshas been increased t o 1080 x 1080 pixels, although Instagram still scales the photos down to 612 x 612 pixels. The images appear in feed at 510 x 510 pixels. Here at Bigwave media, we’ve got the social media and design expertise to advise you on how to make your accounts pop. Would you like us to show you how? Call us on 01392 492380 or visit our website at [www.bigwavemedia.co.uk](http://www.bigwavemedia.co.uk/). --- ## Souks, fezzes and sporting conversations at SIBEC Europe **From Wednesday, November 7th to Saturday, November 10th, our Digital Director, Simon Beer, and Operations Director, Tom Gozna, headed to the bustling city of Marrakesh for Bigwave Marketing’s 11th SIBEC conference.** After a harrowing start to their trip – a result of long airport lines made worse by the end of daylight savings in Morocco just two days earlier - the duo arrived at rather prestigious Mövenpick Hotel Mansour Eddahbi Marrakech, where the event was held. And it’s safe to say, their rocky journey was soon forgotten. Much like the events which have preceded it, SIBEC 2018 proved to be a hugely successful event. A global business forum for leisure, SIBEC aims to pair major leisure operators and suppliers from across Europe together ‘speed-dating’ style. Over the course of two days, Bigwave managed to conduct a whopping 21 meetings of 20 minutes each. Thankfully for the buyers (no offence Tom and Si) flirting was at a minimum. Instead, they discussed business, ideas, trends and, of course, terrible Moroccan airport infrastructure. The evening entertainment, which included fire performers, acrobats and even a celebrity-style red carpet, allowed attendees to network further in a more informal manner. Simon said: “SIBEC was a great event for us. We caught up with a number of existing clients and conversed with operators that we haven’t had the fortune of previously meeting. “This conference always proves hugely rewarding, which is why we return year on year. SIBEC is incredibly well-run. It’s one of the few points in the year that all the key players are brought together under one roof so we always leave armed with plenty of information on the leisure industry along with new contacts.” Tom concurred: “As always, SIBEC proved to be a cracking trip. There was a particularly good vibe about the event this year. It attracted a really fantastic audience and was even livelier than previous SIBECs I’ve attended.” --- ## Spring in our Steps We've just recovered from a busy month here at Bigwave - gearing up for the challenges ahead and putting our charitable efforts into practice! Graphic Designer, Joseba Altuna faced the challenging [RockSolidRace](http://rocksolidrace.com/) on Saturday 15th March, whilst I braved the cold and early morning start on Sunday 23rd March and ran 10K, raising money for [Age UK Exeter](http://www.ageuk.org.uk/exeter/). Thousands of people came from all over the country to take part in the popular RockSolidRace which boasts more obstacles per km than any other obstacle course event. Battling the cocktail of mud, sweat and nature's finest hurdles for a gruelling 10K, Joseba and the rest of his team accomplished the course in 3hrs 19mins. By the looks of Joe, I think I got away lightly for my race! ![](https://bigwave.co.uk/wp-content/uploads/2024/03/me_and_josh1.jpg)I on the other hand, opted for the more gentle approach to a challenge! After a pre-race warm up courtesy of Fitness First, I fastened my MYZONE® belt and began the 10K race along with 800 other participants from Exeter's Princesshay. It was a really forgiving route which meandered down through the River Exe valley finishing at Piazza Terricina at the Quay. Thankfully the rain held off and I crossed the finished line in an impressive 1hr 7mins (well at least my MYZONE® activity report tells me so!). ![](https://bigwave.co.uk/wp-content/uploads/2024/03/myzone.jpg)Team Bigwave is growing so expect a few more of these to come! Go #TeamBigWave --- ## Target adult non-swimmers with free analysis of your market Following recent news reports and with the launch of the Bigsplash campaign to get adults swimming Bigwave Media is offering '[Big Solution](http://www.bigwavemedia.co.uk/big-solution "Big Solution")' leisure clients free adult non-swimmer analysis of their market to determine the potential number of non-swimming adults in their community. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/37479145.jpg)Over one in five adults in the UK cannot swim and many more are still unaware of the various benefits and initiatives that are available to enjoy. Bigwave Media wants to support the move to get adults more active by helping clients find this market. Using Experian [Demographics](http://www.bigwavemedia.co.uk/demographics "Demographics") we identify how many potential adult non swimmers live in the community. You can read more about the story in the news here: [BBC Sport Relief Big Splash News page](http://www.bbc.co.uk/sportrelief/bigsplash/news/parliament_reception_emp.shtml "BBC Spoert Relief")[ ](http://bigwavemedia.createsend1.com/t/r/l/iddhzl/l/t/)[BBC News Sport Swimfit article](http://news.bbc.co.uk/sport1/hi/swimming/15152626.stm "Swimfit BBC article") This report is free to '[Big Solution](http://www.bigwavemedia.co.uk/big-solution "Big Solution")' clients. To obtain your free report please contact your Account Manager or Nick Masson . --- ## Team Bigwave gets active for National Fitness Day **Wednesday 26th September was National Fitness Day. It was a chance for the nation to get active and this included Team Bigwave, who displayed their steely muscles and quirky fashion sense in an energetic game of Bigwave Fitness Bingo.** Tensions were high. National Fitness Day brought out the competitive sporting nature within the office and everyone was eager to be crowned the Bigwave Bingo Kings. The rules were simple. Participants were split into six teams of four or five and each team was given a scorecard. Numbers were called sporadically throughout the day. When a number on a team’s card was called, they had to make their way to the front and perform the given exercise. Much like this one: Questionable workouts were made all the more interesting by the comical fancy dress donned by all involved. From army camo to 80’s Jazzercise, people really pulled out all the ‘squats’ to create a sea of fitness-themed outfits. The day was finally complete with a gruelling bonus challenge to find Bigwave’s Absolute Planker in a timed planking competition (I can personally testify that my abs hurt for two days after). #### **What is National Fitness Day?** National Fitness Day was born out of a desire to highlight the excellent role that exercise plays in the UK. It sees people of all ages introducing fitness into their day in some capacity. Groups and individuals use this day as an excuse to have a bit of fun with physical activity with dance-offs, treadmill challenges, pilates classes and the likes. UKActive, the body responsible for National Fitness Day, aims to make it the most active day of the year. It was certainly one of the more active days in Bigwave’s calendar and we’re quite a sporty bunch for the most part. #### **Who were the winners?** Congratulations to: ##### **Waist Management:** **Gemma Ross, Sam Ratcliffe and Phil Calvert** **Bigwave Fitness Bingo Award** **![](https://bigwave.co.uk/wp-content/uploads/2024/03/42526247_10156870270279448_800605212761915392_n.jpg)**##### **Gemma Ross Best Dressed Award** **![](https://bigwave.co.uk/wp-content/uploads/2024/03/42536994_10156870270134448_755sasss0087202496053248_n.jpg)** ##### ****Chris Fiddimore Most Energetic**** ****![](https://bigwave.co.uk/wp-content/uploads/2024/03/42560423_10156870270069448_2284179052438749184_n.jpg)****##### **Lee Potter Bigwave’s Absolute Planker** **![](https://bigwave.co.uk/wp-content/uploads/2024/03/42666818_10156870270084448_3402349160609873920_n.jpg)** --- ## Team Bigwave take on a Summer of Fitness As you may be aware from our relentless tweeting and pleading, team Bigwave Media took part in the 15th Michelmore's 5K Charity Run on Tuesday 10th June. The sun was shining as over 800 people in (very) bright yellow t-shirts gathered at Exeter's Cathedral Green for a quick warm up and the beginning of the race. The event was a great success and everyone crossed the finish line at Exeter Castle where we collected our goody bags and a well-deserved drink! A big thank you to everyone who supported us and sponsored our running efforts - we've proudly raised £535.67 for the fantastic [Macmillan Cancer Support](http://www.macmillan.org.uk/Home.aspx). If you would still like to donate and increase our fundraising total, please visit our Virgin Money Giving page at The 2014 Michelmore's 5K results can be viewed [here](https://www.raceplus.co.uk/raceplus-index.php?content=1&race=47536&show_type=All&event_id=MICH14&event_id=MICH14). The full Bigwave Media charity run photo album can be found on our Facebook page [here](https://www.facebook.com/media/set/?set=a.10152515188964448.1073741828.325155744447&type=3). However, the fun does not stop there! [Active Devon](http://www.activedevon.org/) are keen to keep everyone physically active so we're continuing a summer of fun with workplace Rounder's! The weekly event held at Exeter's Flowerpot Playing Fields will provide a great way to stay active, and we can't pretend that we're not looking forward to the sociable drinks afterwards! We've entered our team and the first game starts on Thursday 26th June. Wish us luck and keep your fingers crossed for sunshine! For more information regarding workplace Rounders, please contact Active Devon directly at or 01392 263674. --- ## Teignbridge Council and Bigwave Media - Olympic Case Study One of the challenges our team have had to face this year is creating Olympic themed marketing materials, without encroaching on the Olympic branding guidelines. To protect the value of the Olympic and London 2012 brands, the guidelines are extremely strict - the use of any of the Games' Marks is only permitted with the authorisation of London 2012 Organising Committee (LOCOG) and is generally reserved for licensees and sponsors. Our client Teignbridge Council was keen to celebrate the Olympic Torch being carried into Teignmouth and the activities in the town that were planned alongside this. Bigwave were asked to create a flyer and two banners for the event and were supplied with some imagery (including a picture of the torch), which the client had been supplied by the Olympic Committee. We produced a design working in line with the branding guidelines to ensure no infringement and using the picture of the torch and logo as supplied to Teignbridge District Council (TDC) by the Olympic Committee. While the committee supplied the image and logo TDC still could not reference the Olympics, use the icons or terminology that had been trademarked around it. The client approached us about the flyer at the end of April and working to our set Service Level Agreement (SLA) we got the first proof of the flyer to our client within four working days. TDC then had to get everything checked by the Olympic Brand Committee, which took 10 days. By this time, it was urgent to get it amended and turned around for the 20th May - the day the torch relay was entering Teignmouth. The amended proof was completed within one working day and the design of the flyer was signed off by TDC on the 14th May and we then designed two banners using a similar design. The banners were turned around in record time; designed, approved and amended within 3 days to have them ordered on the 17th May for arrival by the 20th May. Teignbridge Council were really pleased with the result, saying: "Thanks for pulling out all the stops and getting the designs sorted under such pressured deadlines. The banners and leaflets were awesome - way better than other local authority designs." This shows that it is possible to create successful marketing materials to promote your Olympic events - you just need to follow the guidelines! We would suggest anyone looking to run any events in connection with the Olympics to contact the Olympic branding team direct [www.london2012.com/brandprotection](http://www.london2012.com/brandprotection) --- ## The 'This Girl Can' Effect The [This Girl Can](http://www.thisgirlcan.co.uk/) campaign was first launched in January and has since made waves across the nation, gaining support from a host of social influencers and garnering more than 7.7million views on its [YouTube](https://www.youtube.com/channel/UCeWu1xbK24JX1H3qrpDEW_g) channel to date. As the organisation behind the campaign, [Sport England](https://www.sportengland.org/), announces plans for the next stage of above the line advertising to further promote This Girl Can this summer, we explore what has made the campaign that aims to get more women into exercise so successful. Far from taking the tried-and-tested "new year, new me" approach to January resolution marketing, many have praised Sport England's decision to keep the campaign as realistic and relatable as possible, encouraging women to embrace exercise in all forms. Using insights which found that [75% of women say they would like to exercise more, but refrain from doing so due to a fear of judgement](https://www.sportengland.org/our-work/national-work/this-girl-can/), Sport England opted to use non-airbrushed women to represent the general UK population of 14-40 year olds as opposed to the models and fitness professionals we are so used to seeing in high profile campaigns. This had a dramatic impact on the British public. According to the campaign's creators, less than 1% of Twitter activity surrounding the campaign has been negative. Leisure centres and sporting bodies across the UK are among those who have taken on board This Girl Can's powerful message and acted, spreading the word further. Click on the icons below to see how some of our leisure clients including [Soll Leisure](http://www.soll-leisure.co.uk/), [Impulse Leisure](http://www.impulseleisure.co.uk/) and [Abbeycroft Leisure](http://acleisure.com/) have taken inspiration from This Girl Can: So what can we learn from This Girl Can? "Real" sells. Sports marketing is evolving - we no longer want to see the "ideal" being thrust upon us with an air of superiority and glamour. This shift in approach has come across as radical and inspiring, making This Girl Can stand out from the usual sports campaigns that - for the most part - are pushing attainable goals and often having the opposite effect to what is intended. As for the future of sports and fitness-related campaigns, we expect to see others taking note of This Girl Can's rapid rise to success and following suit. Here at [Bigwave media](/okf/page/home.md), we offer bespoke [creative ](/okf/page/branding.md)and [PR](https://bigwave.co.uk/pr/) services, from graphic design to campaign planning and media management. To discuss our services in more detail, please [get in touch](/okf/page/contact-us.md). --- ## The 10 Types of Traditional Marketing Methods to Implement **Although digital marketing is on the rise, that does not mean that traditional marketing methods have been disregarded. It is often important to go back to basics for an effective marketing strategy.** In this blog, we will be discussing 10 different types of traditional marketing methods and how they can still be highly effective for your business (even in this technology-based world). Although some methods require a particular setup, traditional marketing can produce good ROI and when combined with online marketing methods, traditional marketing techniques can hold a high value and relevance. ## **1. Billboards** As they say, a picture is worth a thousand words! Billboards are still very common now like they were in the 80s, whether it has been printed or hand printed. They are known for being image focused with a little amount of text, as eye-catching images are a great way to raise brand awareness. Although it is difficult to calculate their ROI, they are more focused on creating brand awareness than a direct marketing method. Billboards can create a beneficial long-term effect in comparison to short-term sales. ## **2. Direct Mail** Even though email marketing is the main source of brand communication, direct mail is something consumers really connect with. Direct mail is highly valuable for its creativity and personalization for a targeted audience. Consumers appreciate direct mail because it is easier to understand and holds great power to influence readers. As it is a physical copy of marketing, it encourages faster response rates, more purchases, and greater ease of retrieval. Depending on what industry you are based on, direct mail suggests a higher response rate. [Pebble Post conducted a study](https://salespanel.io/blog/marketing/traditional-marketing-methods/) in which they found that customers are more likely to consider purchasing items from a newsletter and postcard if it has been received in the mail. ## **3. Flyers and Brochures** Flyers and brochures are normally handed out in most establishments, such as shopping centres and streets. Consumers value these methods due to the special discounts and offers that become available. Hand-outs like flyers and brochures can introduce your business to opportunities to help your business grow. Physical traditional marketing mediums can evoke strong responses and help marketers gain a greater reach. There is a great power behind a handout to help your business grow and find new opportunities. ## **4. Face-to-Face Interaction** Traditional marketing that involves face-to-face interaction is highly connective and interactive, as they harness the power of human interaction. The value of human interaction is also highly important when finalizing a sale. Face-to-face marketing can also help to strengthen relationships with customers, which in turn can create brand loyalty on behalf of the customer. It is also important to note the accessibility of face-to-face interaction and how this can benefit a customer who wants a solution quicker than using a digital medium. ## **5. Print Ads** The world of print media is still around although nothing new is being created for it to evolve. Digital media has enhanced print media as mediums like newspapers and magazines are available on digital platforms. For example, Vogue has its own website where they also release monthly magazines for viewers to read. For the likes of a handy smartphone where anything is downloadable, it may create a different experience for consumers, in which they may realize they prefer to read a physical copy. ## **6. Event Marketing** The days of networking still exist as the buzz that is created at events can generate more interest to gain knowledge from peers. It also gives marketers an opportunity to meet other people in their industry and to showcase their products live to audiences. Consistently marketing your business at events will bring substantial benefits and visibility to your brand. Your network will begin to expand as people begin to recognise you, and your business will benefit greatly. ## **7. Poster Ads** Posters are one of the oldest marketing strategies for businesses. [A study from USPS and Template University](https://salespanel.io/blog/marketing/traditional-marketing-methods/) states that physical ads still create more brand recall than digital ads. Modern technology can allow us to create highly creative and effective digital posters, as an upgrade from this old marketing strategy. Posters have a lot of potential which is often underestimated. As marketers, we can use posters to generate leads offline. This means that the power of posters is highly cost-effective. ## **8. Presentations** Presentations are a form of indirect marketing that can be performed at networking events, conferences, and client proposals, and they are s especially relevant for B2B marketers. An attractive presentation is essential for when marketers present their products, as however well it has been created, will reflect on the marketing team. You want to ensure that the presentation does not look like it has been rushed as marketers don’t want to appear lazy. As a client, a full-effect presentation would not be their focus, although it can give you a good representation and could save you from having to go back for a second meeting. There are plenty of great tools online to ensure you create an attractive presentation. ## **9. Broadcasting** Broadcasting comes in many forms, such as platforms like Netflix nowadays. It has been an important component of marketing strategies for many years, and it doesn’t look like it will be going anytime soon. As many small businesses don’t have the budget to invest in a TV advertisement, broadcasting is a great option as it opens the door to reaching vast audiences. Broadcasting channels are highly beneficial to announce offers and increase brand awareness. It is important to note that it is a lot easier for audiences to listen to an ad than read a poster. A poster is something people will most likely ignore, but people can listen to a radio ad subconsciously. ## **10. Salespeople** Customer care is a vital component to aid customer conversion and client retention. Face-to-face interaction with customers is important as a salesperson can look at their reactions and act accordingly. Whereas cold calling, for instance, leads to a higher chance of the customer hanging up their phone, a customer is a lot less likely to just walk out. Salespeople are still expensive in comparison to other traditional marketing methods, but this is only due to the high demand for the position as businesses are strict about finding people who can sell well. It is important to find the balance between traditional and digital marketing to aid your business in a cost-effective manner. It will require experimenting to see what will work best, but you will find methods that will give you the best ROI. Aim to reach your audience through several different marketing channels and plan your marketing budget so that it isn’t just ROI friendly to involve a varied demographic. Even though digital marketing is still rising, traditional marketing methods will always remain invaluable from the benefits of interactive, skilled, and face-to-face marketing. --- If you are interested in finding out more information about our traditional marketing services, [contact us](https://bigwave.co.uk/contact/). --- ## The 5 most memorable marketing campaigns of 2019 2019 hasn’t disappointed when it comes to creative, controversial, and memorable marketing campaigns. From chocolate bars and record-breaking vegan pastries to backyard BBQs, here are our favourite marketing campaigns from 2019. ### **Cadbury x Age UK – Donate your Words** In September, Cadbury joined forces with Age UK to tackle loneliness in later life. Age UK found that 1.4 million older people feel like they struggle with loneliness and that 225,000 regularly go an entire week without speaking to another person. Sue Perkins – no stranger to chocolate from her days as The Great British Bake Off host – also joined the campaign by pledging to spend 30 hours without speaking a word to anyone and in isolation. What’s clever about this campaign, though, is Cadbury’s decision to make the front of their iconic Dairy Milk packaging completely word-free. They also donated 30p from every bar sold to Age UK to help their work supporting older people and initiatives such as their national advice line and telephone friendship service. **Why we like it:** The campaign draws attention to a real-world problem and helps to raise awareness and money for a UK charity. Plus, the campaign was creative and emotive, gaining serious ‘memorability’ points. ### **Gillette – The Best Men Can Be** Gillette found itself in pretty much all of the headlines when it released its “The Best a Man Can Be” advert in January. A play on their famous “The Best a Man Can Get” strapline, this campaign was positioned as a rallying call for men all over the world to do better – to stop objectifying women, bullying people, and indulging in toxic behaviour. This went viral, with thousands of people over the world showering the brand with praise and abuse. Apparently, P&G’s CEO of global grooming even received a threatening call from a shareholder. The brand nearly took their YouTube video, but sticking with the video content proved to be worth it. Within a week, the ad had 110 million views on YouTube and 18 billion media impressions. **Why we like it:** Few campaigns this year have caused such a media storm or generated so many impressions. This is a campaign that shows that being perseverant, shocking, divisive, and creative works. ### **Carlsberg – Probably Not the Best Beer in the World** In a brave – and risky – move, Carlsberg released an ad campaign which totally inverted its long-running ‘Probably the Best Beer in the World” tagline. Putting its global brand reputation on the line, Carlsberg totally rebrewed its product “from head to hop.” To promote this, the brewer had “Probably NOT the Best Beer in the World” slogans run across social media and billboard ads. It looked to reposition its global brand image by admitting that it had prioritised “quantity over quality” in the past and releasing new packs and glassware to re-emphasise the beer’s more premium upgrade. This campaign created a huge buzz and earned Carlsberg respect from customers and marketers alike. **Why we like it:** The campaign showed how important – and impactful - it is to be honest with consumers. ### **Warburtons – Good Bagel** Robert De Niro is, by now, a classic feature of Hollywood movies – on top of being a pop culture icon. Warburtons has already dipped its toe into the world of famous campaign guests – remember its Muppets ads? – but De Niro threatening CEO John Warburton became an instant fan favourite. The video features De Niro at his De Niro-est, defending the reputation of the New York bagel. It generated a lot of buzz – and free coverage - with De Niro even being asked about the ad in October’s GQ cover story. **Why we like it:** TV ads that generate “have you seen..?” questions are always successful in creating a little buzz. And we love Robert De Niro. Warburtons clearly knows its target audience. ### **Greggs – Vegan sausage roll** Okay, this one is our favourite of the year. Any vegan or vegetarian knows the #struggle of loving Greggs pastry but never being able to get your mouth around the famous sausage roll. Jumping on the vegan popularity bandwagon and to “own Veganuary,” Greggs unveiled its “next-generation sausage roll technology” in a parody of an Apple launch event. Yes, they also used Apple-style minimalist branding and iPhone-esque boxes to send the rolls to media contacts. This caught the attention of everyone from vegan influencers to Piers Morgan, who definitely added to the viral nature of the campaign. Who can forget Piers Morgan choking dramatically on a vegan sausage roll on live TV? **Why we like it:** This campaign was perfectly timed and perfectly positioned. And Greggs’ response to social media criticism (including from a certain Good Morning Britain host) was total class. As 2020 approaches, we can’t wait to see what the new year has in store. We hope to see more viral campaigns that make us laugh – and pause for thought. --- ## The 52nd Super Bowl - one of the biggest marketing events of the year American Football? Are people really interested in that? Yes, they are. It is estimated over 160 million viewers worldwide are going to watch the Super Bowl this year (2018). **What actually is the Super Bowl?**Think of the Super Bowl as the cup final of the American Football season. The National Football League (NFL) is divided into 2 conferences – the AFC and the NFC. After the regular season, the knockout rounds and the divisional final, the best team in each division face each other in the Super Bowl. **What is so special about it?**The Super Bowl is considered as one of the biggest sport events of the year in America. The event is especially known for big show effects. Not only the game is of high importance but also the half time show in which a world-famous artist is performing (2018: Justin Timberlake) and the extraordinary advertisement around the event. A 30-second spot – airing during the game – costs over $5 million in 2018, according to NBC, the broadcasting TV channel this year. Since the Super Bowl affects a huge global viewership, the event generates huge advertising revenues. At the Super Bowl in 2017 it was around 385,000,000 U.S. dollars. It is regarded that the first ever blockbuster commercial spot was Apple’s ad in 1984 introducing the first Macintosh. Since then the productions have became costlier and the slogan “bigger is better” has come into play. **What advertising trends can be expected this year?**Advertisement that provokes. As per last year, it will include political topics (e. g. equal pay of women: Audi or diversity: Airbnb). The brands want to create something viral, something that people will talk about the next morning. Celebrities are often featured in commercials, in fact this year Lexus and Marvel are cooperating and PepsiCo will feature Cindy Crawford in their spot. **What are the most successful ads of all time Super Bowl?**Wendy’s, Budweiser, Apple or Volkswagen. Each company managed to create an ad that was so successful it remarkably boosted their sales. To give an example, Wendy’s created the “Where’s the Beef” spot and it boosted their revenue by 31% in that year. Also, very popular was the Budweiser “Whassup” commercial in which the beer is promotion is subtle with the spot being more entertaining than advertising. The phrase was widely quoted afterwards by many – an evoking an association with the beer. The Super Bowl is one of the biggest marketing events of the year and it’ll continue to set trends in the terms of video marketing. Furthermore, it always gives a good overview on what is to come in the future. --- ## The 7 deadly sins of copywriting In many ways, copywriting is a dream job. You get to write all day, demonstrating your ‘mastery’ over the English language by tapping words into your keyboard with a theatrical flourish. It’s kind of like showing off for a living. But your heavenly job – and dreamy writing skills - can be dragged down into the fiery bowels of hell if you give in to the seven deadly sins of copywriting. Avoid at all costs. ## **1. Pride (Not being willing to adapt)**“My writing is awesome! Why would I ever need to change it!” I think it’s fair to say that most copywriters have had the devil on their shoulder whisper that phrase into their ear at some point. You’ve worked hard to hone your craft – why should you change anything about it? Your writing *is* great. But different pieces, different clients, and different situations all require slightly different writing. You can’t apply a ‘one size fits all’ model just because you’ve mastered a certain type. Trust me, I don’t write this flippantly when I’m writing a press release. Most of the time. ## **2. Sloth (Not researching properly)** Unless you have every Wikipedia page totally memorised, nobody is an expert in everything. Like it or not, you will have to do a lot of research in order to write something that’s accurate, interesting, and successful. Many writers find this the least fun part of their job, but it’s a necessary effort. Don’t make like our favourite tree-hugging animal. A piece of content has a job to do, whether that’s getting clicks, engagement, or getting people to part with their hard-earned cash. Make sure that what you’re saying is true and relevant. ## **3.**Gluttony (Keyword stuffing)**** Keyword stuffing is just greedy. You *really* don’t need that many buzzwords in a sentence. Put some back! What’s more, it won’t help your site’s ranking in Google search results, so there’s no point in even doing it. ## **4. Lust (Self-indulgence)** Lots of writers find it hard to restrain their creative flair when they’re writing, but learning how to spot when you’re straying into the self-indulgent can be invaluable. Steer well clear of purple prose – or anything that’s unnecessarily flowery or ornate. If you can imagine Dame Edna Everage (or someone equally flamboyant) reading your writing aloud, then your writing is officially purple. Your writing will be even better if you just cut it down a bit. Be a little critical in how you proofread your work. ## **5. Anger (Forgetting to spellcheck)** Nothing brings a reader more rage than an errant spelling or punctuation error. I may flip a table if I see a stray comma. Just me? At the very least, spellchecking will make your incredible copywriting work seem just a little more professional. ## **6. Envy (Using too much jargon)** You don’t have to fill your content with jargon for it to be good. Yes, other people do it. No, you don’t have to do the same thing. In fact, the less jargon in a piece of content, the more likely that your audience will engage with it. If you were reading something, you’d want to be able to understand every part of it without being distracted by Googling a word. Same goes for your readers. ## **7. Greed (Going on and on and on and on)** Don’t be greedy with your readers’ time by filling your writing with flannel. Once you’ve got to your point, stop. --- ## The 9 most memorable marketing campaigns of 2018 --- ![](https://bigwave.co.uk/wp-content/uploads/2024/03/Adrian.png) *Adrian is Bigwave's Digital intern, hailing from Germany. With a flair for content writing and a keen interest in digital marketing, Adrian loves getting stuck into any and every project that comes his way. Adrian may be the youngest member of staff in the office, but his black belt in Judo would soon send us packing. --- 2018 is nearly over and what a year it was for marketing. Some bizarre; some great; even some politics-heavy campaigns made their way into the public eye, with mixed responses. Here’s are 9 that make the cut for being the most memorable ones of the last 12 months – at least in my humble opinion. Let us know if there are any others that deserve to be on the list. ### **1. \#ThisGirlCan – Fit Got Real** Researchers found that women are less likely to do fitness-related activities, due to social pressures, mental confidence and a range of other factors. Sport England’s response? They started a campaign to show women of all ages and in every situation how they can get fit. This Girl Can encourages women of all ages, sizes and abilities to get active. It began in 2015 but continues to impress with success and their ongoing effort to get more women in the UK active. Fit Got Real is the third phase of the campaign. It specifically targets women of all backgrounds and ethnicities who feel left behind by traditional exercise. ### **2. Nike – dream crazy** This September, Nike dropped a controversial bomb with their “Dream Crazy” advert for the brand’s 30th anniversary: Colin Kaepernick, the face of the campaign and an ex-American football player, suggests in the ad that you should “believe in something – even if it means sacrificing everything”. This is a big hint to him kneeling during the national anthem as a protest against racism – an action that led to him being without a team to this day. Nike goes beyond motivating young athletes to ‘dream crazy’. The premise of the ad is as politically motivated as it is sporting goal-oriented. Numbers prove that it was the right choice to take this risky step with online sales growing by [31%](https://trends.edison.tech/research/nike-labor-day-2018.html) after ad publication. ### 3. Iceland – Banned rang-tan advert** “There’s a rang-tan in my bedroom…” – to most this is a familiar phrase, even though it didn’t make it onto national TV. If you haven’t seen it yet, here’s the link (get the tissues out first though) The video, originally by Greenpeace, [was seen more than 30 million times](https://www.campaignlive.co.uk/article/icelands-rang-tan-ad-hits-30m-online-views-prompts-petition/1498682) in the first few days of its release and quickly sparked a petition against the ads rejection. Celebrities like James Cordon have voiced their support of the ad. In keeping with the theme of the advert, Iceland have pledged to remove all palm oil from its products by the end of 2018 – an ingredient that is present in 50% of supermarket foods and is responsible for large-scale deforestation. ### **4. #MeToo – raising awareness of sexual harassment** A campaign for equality and justice brought about by a hashtag. Sexual harassment has been a taboo topic for a long time but led by actress Alyssa Milano, the hashtag became viral and encouraged more women to speak up. The campaign began in October 2017, not long after the exploits of Harvey Weinstein hit the papers. Soon after the public and several celebrities, including Gwyneth Paltrow and Uma Thurman, shed light on their experiences. What started in the media and fashion industries, expanded to the church, education, politics and more. I’m aware that this doesn’t strictly fit the bill of a ‘marketing campaign’ but it used all the right channels and tactics to gain public momentum. One things for sure – it’s been memorable. ### **5. Trash Isles – a real country to raise attention to plastic waste** ### In a list of the top *marketing* campaigns of the year, you would expect to see adverts for products and services – not countries, right? This campaign advertises the greatest product of all – our planet. LADBible have teamed up with the Plastic Oceans Foundation to turn an area of rubbish, cumulatively the size of France, into a real island. With supporters like ex-Vice President Al Gore signing up for citizenship (they have passports and all), it’s safe to say the campaign has garnered some serious traction. [A petition has been signed more than 240,000 times and gained the UN’s attention](https://www.change.org/p/un-secretary-general-ant%C3%B3nio-guterres-accept-the-trash-isles-as-an-official-country-help-protect-our-oceans). Despite starting in 2017, it has played a massive role this year and will do moving forwards. For that it deserves a mention. ### ### ### **6. KFC – response to chicken shortage** When a chicken restaurant runs out of chicken, there is something wrong. But how can you make a win of what is a total meltdown? PR agency Mother London had the answer: admit you made a mistake in a slightly ironic way. On full pages in the Metro and the Sun KFC shared images of empty boxes saying FCK. No explanation needed. The internet loved it and soon the initial problem was forgotten. Winner winner chicken dinner, we say ???? ### **7. John Lewis & Waitrose – Bohemian Rhapsody** The UK can’t get enough of Queen. Whether it’s on TV or in the cinema, Bohemian Rhapsody seems to be the words on everyone’s lips. Case in point – the John Lewis & Waitrose advert: The two brands, both of which fall under the John Lewis Partnership umbrella, created a goose bump-causing advert, in which a group of primary school pupils nail the classic hit in a school performance. That said, it did leave viewers scratching their head over whether they’d fallen asleep and woken up in December. The advert came out a good two months shy of their renowned Christmas advert. ### **8. John Lewis – The boy and the piano** Another John Lewis advert; another famous songster. The story of a young boy and his piano tells Elton John’s story, from receiving a piano as a Christmas gift to becoming the legend he is now. “Some gifts are more than just a gift” ends the video, which has gained more than 11 million views. The John Lewis Christmas ad is the most famous advert of the year, so it certainly makes the cut for ‘memorability.’ ### **9. Spotify – 2018 Goals** Spotify started the year with a bang – by using customer’s data to tell hilarious and, quite frankly, bizarre, goals for the new year – example: *“Be as loving as the person who put 48 Ed Sheeran songs on their ‘I Love Gingers’ playlist”*. The campaign was led by their in-house marketing team and features many musicians, including Big Shaq and Bruno Mars. Posters could be seen in many locations and likely caused some laughter for passing pedestrians and drivers… #### [Want a marketing campaign that outshines your competition? ](/) --- ## The Art of Content Optimisation Content marketing should be at the forefront of every business's strategy. It's not enough to produce great content; businesses need to produce relevant, targeted, and engaging content that speaks to their audience on a human and personal level to ensure that they retain loyalty and a strong customer base. ## **What is content marketing?** Content marketing is the process of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action. ## **Why is content marketing important?** Content marketing is one of the most effective ways to connect with your customers and promote your business. It allows you to build rapport and trust with your audience, while also providing valuable information that can help improve their lives. Without content, you have no way of communicating with your audience, and your business will quickly become irrelevant. ## **How do I start content marketing?** The first step is understanding what your customers want and need. Once you know this, you can begin creating helpful and engaging content that meets those needs. Here are some tips to help you champion content writing: - Keep it human: Write like you would normally speak. - Make it relevant: Write about topics that are important to your customers. - Ensure it’s engaging: Write content that is interesting and easy to read. - Keep it fresh: Update your content regularly to keep your audience coming back for more. - Make it keyword-rich: Use relevant keywords throughout your content to help improve your search engine ranking. ## **What is content optimisation?** Content optimisation is the process of improving your content to make it more effective. This can be done by improving the quality of your content, making it more relevant to your target audience, or making it more engaging. The best way to understand how, where, why and when your content needs optimising is by looking at your data. ## **What are the benefits of content optimisation?** There are many benefits to content optimisation, but the most important is that it can help improve your bottom line. By making your content more effective, you can attract more customers and convert more sales. Additionally, content optimisation can also help improve your search engine ranking, which can lead to even more customers finding your business online. ## **Looking at the data** The best way to optimise your content is by using data to understand what is working and what is not. Look at your analytics to see which pieces of content are getting the most traffic and engagement. From there, you can start to make changes to improve the quality and effectiveness of your content. Some of the key metrics you should be looking at are: - Number of page views - Time on page - Bounce rate - Social shares - Conversion rate By understanding these metrics, you can start to make changes to your content to improve its effectiveness. Additionally, you can also use tools like Google AdWords and Google Analytics to further understand your audience and what they are looking for. With this information, you can create content that is more relevant and engaging, which can lead to more conversions. ## **How do I optimise my content strategy?** There are many techniques you can use to optimise your content strategy. We've put together our top hacks for you to take away and put into action. ### **Define your audience** The first step to any content strategy is understanding who you are writing for. By understanding your target audience, you can create content that is relevant and engaging. Try creating a persona of your ideal buyer to help you with this. ### **Research your keywords** Keywords are important for helping improve your search engine ranking. When researching keywords, be sure to consider the intent behind the search as well as the competition. ### **Create headlines that pack a punch** Headlines are important for catching attention and getting people to click through to your content. Write headlines that are clear and interesting, and make use of keywords. ### **Use images and videos** People are visual creatures, so using images and videos in your content can help make it more engaging. ### **Write for the web** When writing for the web, be sure to keep your paragraphs short and your sentences snappy. Use subheadings to break up your content and make it easy to scan. ### **Promote your content** Once you've created great content, be sure to promote it! Share it on social media, post it in forums, and reach out to influencers in your industry. ### **Analyse and adjust** Always be sure to analyse your content strategy regularly. Look at your analytics to see what's working and what's not. From there, you can make changes and adjustments to improve your results. ## **Why writing content is an art form** As you can see, content optimisation is a complex process that requires a lot of thought and planning. However, it's also an art form. To truly master content marketing, you need to be creative, strategic, and analytical. Writing isn't for everyone, but with patience and practice, everyone can do it, no matter what experience they have. Just remember to always keep your audience in mind, and you'll be well on your way to creating content that converts. --- *If you're looking for help with your content marketing, [we offer a range of services to assist you.](/okf/page/content-copyrighting.md) From content strategies to copywriting, we can help you take your content marketing to the next level. [Contact our team today to find out more](https://bigwave.co.uk/contact/?swcfpc=1).* --- ## The benefits of Facebook advertising and the 7 rules ![](https://bigwave.co.uk/wp-content/uploads/2024/03/Screen_Shot_2014_08_02_at_23.36.02.png)**What is Facebook advertising?** Advertising campaigns can be run on Facebook using a pay-per-click (PPC) model. Facebook campaigns offer a highly effective way to boost your profile, increase page likes, drive traffic to your website or to boost awareness of your company or a selected product. Facebook advertising appears on newsfeed, mobiles or as a right hand side advert, depending on your overall goal, e.g. page likes, event responses or clicks through to your website. **Effectiveness** A PPC campaign with good planning and targeting delivers an extremely cost effective way to advertise your products or services - particularly when compared to the cost of more traditional forms of advertising. A Facebook PPC campaign should contain tailored adverts to be served to specific demographics which can be targeted based on location, age, gender and interests, amongst other criteria. This demographic data is pulled from Facebook user's profile data (if you are a Facebook user think about the information your profile contains in the 'About' section). So, if a user has specified they are a female from Cardiff and has interests in swimming, then they can be targeted and served an advert from a PPC campaign for a Leisure Centre based in Cardiff promoting Ladies Only Swim Sessions. Likewise, if a user has specified they are male from Exeter who is engaged to be married, then an Exeter based wedding hire shop can serve them an advert with a suit hire promo. **Targeting** Further targeting options can be implemented through custom and similar audiences. A custom audience matches your own database against people who are already on Facebook. A custom audience can be created from a set of data your company already has - maybe a list of existing customers or mobile app users. That data is mapped against Facebook users (i.e. by referencing the email address against Facebook registered email addresses). The final list, which generally comes back with 30-50% of matched Facebook users, can then be used in a number of ways. The audience is added (or even excluded) from a campaign. This allows us to effectively incorporate only the specific audience members we wish to target with the campaign. Similar audiences do what they say on the tin. They allow advertisers to reach new people who are similar to existing source data, specified by country and optimised by whether the focus is on similarity or reach. Focusing on similar will behave more like the source data than those optimised for reach. Source data can include; a custom audience created and saved, Facebook page, or conversion tracking pixel. This method of targeting extends the reach, serving the ads to people with similar demographics and interests and therefore will be more appropriate for the campaign, creating a targeted and cost effective approach. **Planning and monitoring** Having a core goal, key audience criteria and targeting options ensures the advert is only being served to users who may have an interest in the promotion, product or service. This positively impacts campaign results and provides a level of targeting and ROI that blanket advertising just can't deliver. Using the PPC model, the campaign only incurs a charge when a user clicks on an advert, so spending time to tailor the campaign means that only the relevant users are served impressions. An eye catching headline and image is very important for attracting attention. Within a Facebook PPC campaign up to 6 different image options can be set, and the headline and additional content can be varied. This provides analytics to show which images and content are resonating most with the audience, and if the campaign is progressing towards the conversion goals. It is very important that progress is continually monitored through analytical reports, to ensure the campaign is working well and converting the budget into desired page likes etc. This data can be used to increase campaign success in future adverts and campaigns, tweaking images, content and allocated budget to correspond to what the audiences wants. A successful campaign requires good initial setup, effective audience targeting, a solid concept and assets, as well as continual monitoring and adaption. A good example of this process comes from our recent work with a gym. ***Case Study:*** Bigwave Media was approached by a gym to help boost membership sales. We responded by creating a social media competition offering Facebook users the chance to win a 1 year membership. The mechanism for conversion was a Facebook App that was developed and installed on the gym's Facebook page. This allowed people to view the competition and provide their details on an entry form - all without having to leave Facebook. This competition was promoted via Facebook PPC campaigns and using organic posting as a supplement to drive reach. Through careful planning, targeting and evaluation of analytics the campaign generated a new prospect list of 216 prospects which went on to convert 52 prospects into full direct debit members. Through the increased presence on the social network, the gym also saw a huge uplift in presence and awareness, with an additional 507 people liking its Facebook page and being exposed to future posts. Overall the campaign grew memberships by 52 members, added 507 likes to the Facebook page and the gym had another 154 prospects to follow up on - plus 1 lucky winner won a year's free membership! ***Lucky no. 7 - our Facebook advertising check list:*** 1. Define your goals. 2. Define your audience and targeting criteria. 3. Use a great concept. 4. Use eye catching images. 5. Use appealing headlines and additional copy. 6. Monitor campaigns consistently. 7. Evaluate and adapt the campaign content. **Get started** If you don't want to jump in at the deep end then Bigwave Media offer a wide range of social media services from Facebook campaign and PPC advertising management to Facebook app creation. To chat about how you could utilise social media to grow your business please call us on 0845 643 2385 or complete our [contact form](http://bigwavemedia.co.uk/contact-us "Bigwave Media Contact Form") and we'll be in touch. --- ## The best industry April fool’s pranks in 2017 April Fools is traditionally a day where the tricksters come out to play. So it’s great when fun-loving companies mastermind totally bonkers ideas to grab the attention of an audience. Take a look at the best pick of this year’s innovative pranks, dreamt up by some big industry names and let us know if you were convinced by any. **1. [Honda](https://twitter.com/Honda)**Show your fellow drivers how you’re really feeling with the new ‘Honda Horn Emoji’s’ – whatever your mood, there is an emoji for it! Whether it’s to say a friendly ‘hello’ to your neighbour or to share your frustration with fellow drivers stuck in traffic, communication is a push of a button away! **2. [Ikea](http://www.refinery29.com/2017/03/148051/ikea-april-fools-day-joke)**Ikea-Singapore is about to transform its playground, into a ‘press-play-ground’. Ikea’s studies have shown that today’s children prefer their tablets to physical activity. So, they are replacing the magical forest with a haven of sitting pods with tablets – recreating the way your children want to play. 3. Turkey Hill Dairy**Happy cows = better milk. That’s why Turkey Hill has created the world’s first dating website, just for cows. CowsOnly is the world’s number one resource for bovine-related romance: [CowsOnly.com](http://www.cowsonly.com/) 4. [Lexus](https://www.cnet.com/roadshow/news/lexus-april-fools-day-prank-uses-v2v-against-left-lane-hogs/)**In America (bear in mind the drive on the right side of the road), Lexus has introduced the Lexus Lane Valet. It hijacks slow-moving cars hogging the left lane and forces them to move over. 5. [Pizza Hut and O&M London](https://ogilvy.co.uk/news/om-london-pizza-hut-delivery-launch-pizza-huts-spa-retreat-april-fools-day)**Grab your slice of heaven at Pizza Hut’s newly released ‘Spa Retreat’. Set in a secluded location, the retreat has been created for the use of Pizza Hut’s most passionate pizza lovers with a line-up of pizza inspired treatments. “So why not bake yourself in our pizza oven saunas” and “relax with a garlic dip”? 6. [Krispy Kreme](https://twitter.com/krispykremeUK/status/847327542537183233)**PEOPLE OF THE UK! American doughnut company, Krispy Kreme is giving the UK a helping hand by changing its name to ‘Krispy Cream’ - the rebrand is down to us Brits not knowing whether to pronounce it ‘Cream’ or ‘Crème’. 7. [Subway](https://www.youtube.com/watch?time_continue=54&v=8NMnloij_i0)**On April 1st Subway launched its first ice cream range – inspired by the nation’s most loved Subs. The ‘SUBzero’ range is available in three flavours for a limited time only: Meatball Marinara, Chicken Tikka & Tuna. 8. [Royal Caribbean](http://www.thedrum.com/news/2017/04/01/april-fools-day-round-up-featuring-durex-krispy-kreme-coca-cola-argos-and-more#&gid=1&pid=7)**On April 1st 2017, the Royal Caribbean announced that in 2021 they will be launching the world’s first ski resort at sea. The ship is an ideal location for travellers who are stuck between the idea of a ski or cruise holiday. 9. [The Royal Mint](http://www.liverpoolecho.co.uk/news/liverpool-news/uk-introduce-99p-coin-help-12806404)**Just days after the new 12-sided £1 coin entered circulation, the Royal Mint have confirmed they will be followed by a 99p version this summer. The new coin has been designed to bring a smile to those who are too tight to part with a pound or those who are sick of copper coins in their change. 10. [Dominos UK](https://twitter.com/Dominos_UK/status/847954181226774528)**The ‘Door-minos’ invention is a must for anyone who wants a pizza waiting for them when they return from a long working day or big night out – or for those who don’t like answering the door! Coming soon… --- ## The Big Topic: Analytics Analytics are a highly important aspect for businesses nowadays, especially in most recent years as technology has improved and become more accessible. Over the past couple of months, we have investigated analytics in its many forms and how it is a clear component for business success. Did you miss our blogs last quarter? Here is a wrap-up of our Analytics series in one simple, easy-to-read blog post. ## [**Need to Know: The 5 W’s of Analytics**](/okf/article/need-to-know-the-5-ws-of-analytics.md) In this blog, we discussed the 5 W’s of Analytics in terms of what are analytics, who uses analytics nowadays, when to use analytics in marketing, where do I find analytics and why analytics are important for businesses, as well as how analytics can help businesses to grow. Analytics have technically been around for centuries, since in 1785, William Playfair invented the bar chart and in 1812, mapmaker Charles Joseph Minard determined the representation of the thickness of lines on a chart to explain moments of the Napoleon army. Data has changed significantly from the way in which it has been presented. Analytics play such an important role in the world of technology today, in which it will always be improved upon in the future for the benefit of online businesses. Read the full blog [here. ](/okf/article/need-to-know-the-5-ws-of-analytics.md)## [**An Introduction to Google Analytics 4**](/okf/article/an-introduction-to-google-analytics-4.md) Google Analytics has now been improved to the new Google Analytics 4 which will also replace the standard Universal Analytics from the 1st of July 2023. To put you out of your worry, any existing properties can be upgraded to the new GA4 and no accounts will be affected. It was clear that this was going to happen due to the evolution of the digital world. Being the leading search engine of the Internet, Google is confident with their predictions for analytics in the future and how their users will have much more accessibility to their own businesses data. Additionally, as it is a new initiative people will need to learn and understand the number of changes that have been created. For more information, read the full blog [here](/okf/article/an-introduction-to-google-analytics-4.md). ## [**A Beginner’s Guide to Social Media Analytics**](/okf/article/a-beginners-guide-to-social-media-analytics.md) There are over 3.8 billion social media users in the world, so it is evident for businesses that the power and impact social media has on potential customers can create great success for these businesses. Social media users are the best audience to promote your business to for many reasons such as creating strong relationships and communities, for communication purposes and for a quicker turn over of marketing and selling. It is vital for businesses to understand how social media works as well as being able to read their own analytics pages. Social media analytics can be very insightful as they allow businesses to gain knowledge around what type of posts and what platforms are more effective to them and their audience, so that they can gain a better understanding of their fundamentals to online growth. You can read more about this blog [here. ](/okf/article/a-beginners-guide-to-social-media-analytics.md)## [**Bigwave Launch a Simple to Use and Privacy-Friendly Analytics System, SiteFlo**](/okf/article/bigwave-launch-a-simple-to-use-and-privacy-friendly-analytics-system-siteflo.md) Bigwave has created a simple, yet privacy-friendly analytics system named SiteFlo, which resolves a lot of solutions that website users would find beneficial. A software that is hosted here in the UK, it will provide highly significant value to our clients as they will be provided with access to view their online performance. We are extremely happy to inform our clients and readers of this new analytical system, as we think it is highly important to create great accessibility for all levels of knowledge surrounding analytics. We think this feature will resolve many solutions as well as being highly effective. Check out the full blog for further information [here. ](/okf/article/bigwave-launch-a-simple-to-use-and-privacy-friendly-analytics-system-siteflo.md)## [**Audience Analysis: Understanding Your Audience Through Data**](/okf/article/audience-analysis-understanding-your-audience-through-data.md) In this blog, we discuss the fundamentals of audience analysis within a business and teach you how to read and understand data, as it is the most important aspect of a successful business. Data can help you to gain a better understanding of who your audience are, what they are interested in and how as a marketer, you can grab their attention. To read the full blog, click [here. ](/okf/article/audience-analysis-understanding-your-audience-through-data.md)## [**The Ultimate Guide to Analytics 2022**](/okf/article/the-ultimate-guide-to-analytics-2022.md) Analytics is the process of turning data into insights, which for the business world, it has become an essential component to making decisions about your business and customers. In this guide, we delve into the ins and outs of analytics so that we can help you to gain a better insight for your business’s growth. This blog will educate you to understand and apply the success of analysis of data, as it will take you time and it also requires forward-thinking based decisions so that your business can drive value. Whether you are getting started with the basics or wanting to develop your skills further, this blog will give you all the right information. Click [here](/okf/article/the-ultimate-guide-to-analytics-2022.md) to read more about this blog. ## [**Everything You Need to Know About Website Analytics**](/okf/article/everything-you-need-to-know-about-website-analytics.md) With all online businesses having a website, it is important to be able to read and understand what your website tells you through analytics. In this blog we spoke about the importance of website analytics, the different types of analytics, what you can do for your business to ensure best practice is being maintained, and the different analytics tools online. Using website analytics can help to improve your website and your customer's experience which we would consider are the two most important components for business growth. You can read the full blog [here](/okf/article/everything-you-need-to-know-about-website-analytics.md). --- To find out more information about our digital marketing services, you can contact us [here](https://bigwave.co.uk/contact/) today. --- ## The BIG topic: Brand Branding is at the core of every business, whether you’re a small startup or a huge corporation. Because of this, branding and brand design is at the forefront of most marketers, business owners, and sales people’s minds. It is the first thing your potential customers see, and also represents the story you are putting out. Our Brand series takes you through everything you need to know about branding and how to boost your business with the right brand design choices. Missed our blogs? Here’s a wrap up of our series in one easy-to-read post. **What does business branding entail?**Branding is one of the core aspects of the success of any company, particularly when you’re trying to market and sell products and services. Making a lasting impression on your target audience is hugely important, as a trustworthy and recognisable brand will keep your customers coming back for more. Despite this, there are still a lot of parts of branding that aren’t as clear, leading to confusion and poor performance. Knowing what business branding is and what it entails can help you make better-informed decisions about how your business comes across to potential customers. Read more: [The ultimate guide to business branding 2021](https://bigwave.co.uk/blog/the-ultimate-guide-to-business-branding-2021/) **The importance of your brand’s public image**Your brand is far more than your name or logo alone. For modern consumers and customers, your brand is your reputation: a combination of all the associations customers make based on every single interaction they have with your business, product, or service. Here’s the thing: most business owners don’t really think about their public image (or brand image) until there’s a problem. This might be that your brand image is so outdated that it no longer resonates with your target audience, or there may be underlying issues that turn customers off. In an increasingly crowded and competitive market, it’s wise to do all you can to make sure that your brand is appealing to and engaging with your potential customers. This is why it’s so important to constantly think about your brand’s public image. Business owners often associate brand image with unnecessary expense and making their products look nice, but the reality is that brand image is absolutely integral to the success of any business. Read more: [Why your brand’s public image matters now more than ever](/okf/article/why-your-brands-public-image-matters-now-more-than-ever.md) **How to tell a compelling brand story**What do Ben & Jerry’s, Nike, and Peloton have in common? They’re all brand names that immediately conjure vivid and powerful images of who they are and what they stand for. Perhaps because of this, these brands have passionate audiences that buy their products again and again. Part of the success of these companies is that they have a genuine – and clear – brand story. A brand story is designed to present the history, purpose, and values of your business in a way that resonates with your target audience. The benefit of a strong brand story is that your audience feels emotionally connected to your brand and is more likely to want to buy from you. We’ve put together 5 steps to help you create a powerful and compelling brand story. Read more: [How to tell a compelling brand story](/okf/article/how-to-tell-a-compelling-brand-story.md) **Using content to boost your brand authority**Building your brand authority doesn’t happen overnight. It’s a process that takes a lot of strategy and work, but the payoff at the end is definitely worth it. Ongoing marketing efforts are needed to tell an authoritative brand story that identifies your brand values and builds trust in potential customers. Brand authority definitely comes into play when a potential customer is deciding between two companies, and it’s even more important with B2B, since those products/services tend to involve a higher cost. Here’s the thing: building brand authority doesn’t mean that you have to be the biggest or the flashiest, necessarily. It means that you need to use content and digital marketing strategies to your advantage. Read more: [How great content can help build brand authority](/okf/article/how-great-content-can-help-build-brand-authority.md) **What does changing your logo mean for your brand?**A strong logo can have a huge impact on your business. It’s likely that your logo will need to evolve with the evolution of your company. This is particularly true for businesses that have been established for some time. A logo created in the 1970s is probably not going to grab the attention of your target audience in 2021, for example. There are lots of other great reasons to dust your logo off and think about giving it a makeover. A logo redesign may seem daunting and may not even be at the top of your priority list, but making the commitment to breathe new life into such a prominent part of your business can pay off significantly. There are some core questions that you might want to consider to help you work out whether a logo refresh is right for you: - Has your business evolved, expanded, or changed? - Do you have new competition? - Are you targeting a new audience? - Is your logo dated? Read more: [What does changing your logo mean for your brand?](/okf/article/what-does-changing-your-logo-mean-for-your-brand.md) **Having a unique website can set you apart**Like it or not, your presence on the internet is incredibly important. Many people spend their time on the internet looking for products or services, browsing blogs, watching entertainment channels, and more. No matter the size of your business, having a unique, clear, and responsive website has become crucial. Your website is often the first interaction that your potential customers have with your brand, so you need to make sure they’re impressed. No two businesses are the same. That’s why your website should be unique to you, your products or services, your brand values, your tone of voice, and your brand identity as a whole. When your potential customer lands on your website, you should stand out from your competitors. Read more: [No two businesses are the same. You don’t need the same website as everyone else.](/okf/article/no-two-businesses-are-the-same-you-dont-need-the-same-website-as-everyone-else.md) Want to know more about branding and brand design and how it can help grow your business? [Speak to one of our marketing experts today.](https://bigwave.co.uk/contact/) --- ## The BIG Topic: Conversion Conversions are the core reason businesses make money, no matter if you are a small or large company. Conversions are what generate leads and sales. It doesn’t matter if your website has millions of visits per day, or if your ad has a high volume of clicks, if you have little to no conversion rate, then you aren’t making any money. If your conversion rates aren’t as successful as you hoped, or if you need insight into what conversions are and how to achieve them, our Conversion series will tell you everything you need to know. Did you miss our blogs this quarter? Here is a wrap up of our Conversion series in one simple, easy-to-read blog post. ## [Search Intent: The Importance of Writing for Humans in an SEO World](/okf/article/search-intent-writing-for-humans.md) Understanding search intent and keywords is vital on your journey to achieving successful conversion rates. If you know what users want and what their intentions are, it will be easier for you to target them. Nowadays, SEO is more focused on writing for people rather than search engines and bots. Identifying and satisfying a user's needs in turn, satisfies search engines like Google. To achieve successful conversions, you must create content that revolves around your user's search intent, whether it’s informational, navigational, commercial, or transactional. By figuring out what their intent is, you can construct a pathway to drive them to your website and hopefully keep them around long enough to generate leads and increase conversion rates. Read more **[here](/okf/article/search-intent-writing-for-humans.md)**. ## [Ways to Use Visual Content to Boost UX and Conversions](/okf/article/ways-to-use-visual-content-to-boost-ux-and-conversions.md) We are visual creatures living in a visual world where quality images and designs determine your EAT (**Expertise, Authority and Trust**). Poor visuals have a detrimental effect on user experience. From accessibility to infographics, quality images, videos, white space and call-to-actions, there are several ways in which you can enhance your user’s experience through visual content to encourage sales. Check out the full blog [**here**](/okf/article/ways-to-use-visual-content-to-boost-ux-and-conversions.md). ## [5 Tips to Increase Conversions From Email Campaigns](https://bigwave.co.uk/blog/5-tips-to-increase-conversions-for-email-campaigns/) Emails have been with us since the Internet began, and there are no signs of them ever becoming outdated. We send and receive billions of emails daily, predominantly for marketing purposes. Email campaigns are essential to connect and grow your customer reach. They generate impressive ROIs (return-on-investments), boost brand awareness, reach audiences of all ages and kinds, and retain customer loyalty. We put together five ways you can increase your conversion rates through email campaigns. Including strong CTAs (call-to-actions) and subject lines, improving your segmentation strategy, utilising the double opt-in feature, and organising your mailing list frequently. For more information, read the blog [**here**](https://bigwave.co.uk/blog/5-tips-to-increase-conversions-for-email-campaigns/). ## [CRO: What it is, How it Works, and Why it’s Important](/okf/article/cro-what-it-is-how-it-works-and-why-its-important.md) CRO (conversion rate optimisation) works hand-in-hand with SEO (search engine optimisation). It is a vital procedure in digital marketing that successfully generates traffic into conversions. Every business strives to achieve and maintain a good conversion rate. Without one, they aren’t making any money. The purpose of CRO is to optimise your entire marketing strategy, compelling your target audience to engage with your content and take action as a result. That is the primary goal, the action. Ensuring your audience doesn’t quit the journey you have embarked them on so you can attain that conversion. CRO is a cost-effective solution that can get you the results you want, but it isn’t always easy. **[Discover more](/okf/article/cro-what-it-is-how-it-works-and-why-its-important.md).** ## [How to Improve Conversion Rates for Your PPC Campaign](/okf/article/how-to-improve-conversion-rates-for-your-ppc-campaign.md) Every PPC marketer has a primary goal in mind: conversions. However, a good conversion is hard to come by without the proper research and it can be difficult to maintain among the likes of popular competitors. Pay-per-click is a model of internet marketing where advertisers pay a fee to have their advert clicked on. It’s a technique that buys visits to a site, rather than attempting to earn visits organically. When PPC ad campaigns are designed with a clear goal, they can improve brand awareness, generate leads and boost sales. A PPC conversion rate is closely related to the amount of money made. Therefore, the conversion rate is one of the most important factors of a PPC campaign. It is the percentage of customers that perform the desired action such as making a purchase after clicking on your advert. Check out the full blog [**here** ](/okf/article/how-to-improve-conversion-rates-for-your-ppc-campaign.md)for more information. ## [Ways to Use Social Media to Drive Customers Down the Sales Funnel](/okf/article/ways-to-use-social-media-to-drive-users-down-the-sales-funnel.md) Social media is used by billions of people every day for communicating with friends and family, and for work. Social channels have become key platforms for promoting people's work and businesses. They are great for making the wider world aware of your brand, driving traffic to a landing page or website, gaining valuable insights and most importantly, achieving conversions at the end of it. But getting your potential customers from the top of the sales funnel to the bottom where they make a purchase, can be a slow and frustrating process. Gaining new followers organically isn't easy, and it takes time, dedication and patience (as well as regular posting) to get to where you want to be. But, it is possible if you carry out the correct practices. This includes optimising your social media landing page, creating high-quality visuals and video-centric posts, and monitoring your key performance indicators so you can tailor your marketing strategy to your audience. For ways to use social media to achieve conversions, please read the full blog [**here**](/okf/article/ways-to-use-social-media-to-drive-users-down-the-sales-funnel.md). --- Would you like to find out more about conversions and how to achieve your sales goals? You can find out more [**here**](/okf/page/cro.md). Alternatively, get in touch with our marketing experts today for an incomparable service. --- ## The BIG Topic: Engagement This quarter we have been discussing the topic of customer engagement across a range of marketing platforms and why it plays a pivotal role in marketing across all interactive channels of marketing. In this blog we wrap up all the key elements of marketing engagement we have previously discussed in a short summary, for an in-depth investigation into any of the topics we have covered you can read the full blog article. ## What Is Engagement in Marketing? Engagement in marketing is defined as using tailored, engaging customer interactions. In its essence, it is an interaction with the customer such as a reaction, a connection, a response, or an experience, with your company, your brand or with other customers. Customers that follow CTAs on websites, blogs, and email marketing or like, comment or share your social media content are all engaging with your brand. ## Why Is Engagement Important In Marketing? Brands can often get tunnel vision when it comes to conversions, acquisition and clicks and it can be easy to forget about the importance of the process in between. Engaging with customers before and beyond their purchase can have a range of long-term benefits, such as increasing brand awareness and reach, promoting brand loyalty and building trust with your audience. Furthermore, it can have an impact on your *word for making money*. Brands with strong customer engagement have seen increases in: - Cross-selling. - Up-selling. - Average order value. Let’s dive into the topics we have covered on marketing engagement. ## Emotional Design to Elevate User Engagement Design plays a part in every element of marketing and it is pivotal in all forms, whether that be the graphic design on an Instagram grid post or the accessible functionality of a web page, good design can be the difference between a successful marketing campaign and an unsuccessful one. Humans are inherently emotional beings and tapping into that aspect and marketing to it can increase the engagement rate of the campaign through to the conversion rate. In our blog post on [using emotional design to elevate user engagement](/okf/article/emotional-design-to-elevate-user-engagement.md), we discuss some of the ways you can include emotional design in your marketing. These include optimisation for accessibility, point and rewards schemes, creating valuable copy/content, graphic design and more. Emotional design can be used across your entire marketing strategy and you should bear it in mind when strategizing, creating, and delivering your brand or business marketing. ## Engagement On Social Media- Paid, Organic & Tik Tok Engagement is the latest buzzword on social media, with many leading experts talking about the importance of increasing engagement on your social channels to build brand visibility. Engagement on social media refers to engagement such as likes, shares, and saves. It is worth noting that the metric of engagement rate can often be the best indication of a social post's performance and the reach that that post has rather than the number of followers the account has. This quarter we explored the best way to increase your engagement on both paid and organic social media posts. ### Best Practices to Increase Engagement in Paid Social Media Marketing There are countless benefits to investing in paid social media advertising, and the main function of a sponsored social media post is to reach target prospects in a shorter amount of time. Paid media can be a fantastic way to promote a short-term campaign and increase its visibility of that campaign. In addition to sustaining views, traffic, and engagement for the length of time your budget allows, paid social ads have the benefit of retargeting consumers to achieve an advertisement frequency that you can control. Our Blog piece on [the best practices to increase engagement on paid social media marketing](/okf/article/best-practices-to-increase-engagement-in-paid-social-media-marketing.md) can guide you through the best practices to adopt when creating your paid social strategy. We discuss topics such as: - Using the tools available to you. - Understand social media algorithms. - Boosting social posts. - Automated paid social ads. - And, targeting your audience. ### Tips to Boost Social Media Engagement Increasing organic engagement is a slower process as there is no budget sitting behind the post to increase its visibility on your target feed. That is not to say that organic social media is not as important, it is equally as vital. Engagement on organic posts will increase the visibility to a wider audience so all forms of engagement are important in building a positive brand experience and curating meaningful relationships with your customer base. In our blog cover [tips to boost social media engagement](/okf/article/tips-to-boost-social-media-engagement.md), we offer advice on the best practices to incorporate into your social media posts. These can work on all social platforms and for both paid and organic social media. We include guidance on the types of content that is engagement friendly, considerations about the tone of voice that resonates with your customers, advice on engaging and responding to your audiences and much more. ### Tried & Tested Ways That’ll Boost TikTok Engagement Short-form video content has taken the world by storm, and a large amount of online content creation is now delivered in this form. The interesting difference that TikTok has when compared to other social media platforms is the algorithm it uses, it places little on the number of followers an account has a choice to display the user content like previous content they have engaged with. Understandably, creating high-value content that promotes the user to watch, like and share is vital for creating visibility on this platform. The piece we included this quarter on the [tried and tested ways that’ll boost your TikTok engagement](/okf/article/tried-tested-ways-thatll-boost-tiktok-engagement.md) covers key qualities to adopt. ## Iincreasing Email Marketing Engagement Over the last 15 years, there has a multitude of new forms of marketing emerge such as social media or influencer marketing, however, email marketing remains one of the top forms of marketing for engaging with your target customer base. Email marketing engagement refers to user events such as open rates, clicks and shares all of which turn leads into converting customers. Creating above average engagement rate, take some skill and forethought though, as generalised spam sales emails will often be left unopened by the receiver. Creating a successful email marketing campaign is not as simple as it use to be, but by following our [comprehensive guide to increasing email marketing engagement](/okf/article/guide-increase-email-engagement.md) you can increase your engagement and conversion rate significantly. Within the blog, we discuss the best practices such as creating an email marketing strategy and the segmentation of your email database, examples of successful email content and how to optimise and personalise your emails for increased engagement. ## Easy Ways To Engage Readers In Your Blog Our final blog within our engagement series covers the topic of blog engagement. Blog engagement can be a tricky one to ensure that individuals and engaging with your blog post viewing the page. There is an art to creating engaging blog copy due to the range of factors that can influence your writing and optimisation. Factors such as: - Audience. - Purpose/intent. - Product/service (B2B or B2C). - Topic competition. In our piece on [easy ways to engage readers in your](/okf/article/easy-ways-engage-readers-blog.md) blog we discuss all the necessary components to create a blog readers will want to engage with. We talk about topics such as planning a content schedule for success, optimising the content to ensure high rankings on search engines and copywriting and design tips. --- ## The BIG Topic: Optimisation Over the last quarter, we have been studying optimisation and why it’s such a powerful element within the marketing world. This blog will give you the opportunity to catch up with all our optimisation blogs from our last series, wrapped up into this short and easy-to-read post. ## [**The Complete Guide to Marketing Optimisation**](/okf/article/the-complete-guide-to-marketing-optimisation.md) There’s a lot to understand regarding optimisation in marketing, which is why this blog tells you everything you need to know about the topic. We talked about what optimisation in marketing is, why it’s so important, how it works, and what you can do to champion optimisation. There are many elements of a strategy that you should optimise, including your target audience, social media channels and search tactics. Read the full blog [here](/okf/article/the-complete-guide-to-marketing-optimisation.md). ## [**Why Optimising Your Website is Essential**](/okf/article/why-website-optimisation-is-essential.md) In this blog, we discussed why optimising your website is essential to business success, covering user and brand goals, driving customers' interest, and boosting conversions. We looked at what you need to do to optimise your website to achieve the best outcome for your business’s goals, from user experience to SEO, and tracking. To read this blog, visit our website [here](/okf/article/why-website-optimisation-is-essential.md). ## [**Effective PPC Optimisation Strategies to Skyrocket Your Campaigns** ](/okf/article/effective-ppc-optimisation-strategies-to-skyrocket-your-campaigns.md) PPC (also known as pay-per-click advertising) is one of the most effective methods when it comes to driving traffic to your online content. It allows you to target a niche audience and so they see your message right in front of them when they search for services or products on search engines and even social media. When it comes to PPC optimisation, it’s all about improving, analysing, and refining your campaigns. This blog will tell you everything you need to know about optimising your PPC campaigns. We also share tips on how to make the most out of your paid media spend. You can read the full blog [here](/okf/article/effective-ppc-optimisation-strategies-to-skyrocket-your-campaigns.md). ## [**The Art of Content Optimisation** ](/okf/article/the-art-of-content-optimisation.md) It’s important for you to know that content marketing should be a priority for your business’s strategy. Creating a good level of content is not enough, as the content needs to be engaging, relevant and targeted to your audience on a personal level so that you can build a strong customer base. In this blog, we discuss everything you need to know about content marketing, such as what it really is, why it’s so important and how you can kickstart content marketing for your business. Read this blog on our website [here](/okf/article/the-art-of-content-optimisation.md). ## [**Top Hacks to Optimise Marketing Campaigns & Attract Customers** ](/okf/article/top-hacks-to-optimise-marketing-campaigns-attract-customers.md) Optimising your marketing campaigns is important as it allows your business to attract the right customers. Marketing campaigns are usually created to share a new service, product, or initiative, although sometimes they can also be used to ensure your customers are aware of an issue, to boost sales or to generate leads. This blog will help you learn all about optimising your marketing campaign and our top hacks so that you can attract the right customers. You can check out this blog [here](/okf/article/top-hacks-to-optimise-marketing-campaigns-attract-customers.md). ## [**SMO: What It Is, How It Works, & Why It’s Important** ](/okf/article/smo-what-it-is-how-it-works-why-its-important.md) Social media can really help businesses to connect with their potential and current customers, as well as build brand awareness and boost sales. If you’re not getting the results you need on social media, you probably need to optimise your content, using your past data to help you. In this blog, we looked at social media optimisation so you can post consistent, quality content that gets the results you need. Continue reading this blog on our website [here](/okf/article/smo-what-it-is-how-it-works-why-its-important.md). --- To find out more information about how we can help with optimisation, [contact us](https://bigwave.co.uk/contact/) today. --- ## The BIG Topic: Print The digital landscape has consumed us, and we discussed the ever-evolving [world of virtual in our last blog series](/okf/article/the-big-topic-virtual.md). So, for this series, we decided to go back and explore the world of print. Did you miss our blogs last quarter? If so, here is a wrap up of our Print series in one simple, easy-to-read post. ## **1.** [**A Brief History of Print Media**](/okf/article/a-brief-history-of-print-media.md) In this blog, we briefly explored the history of print media to help people understand how print marketing helped shape advertising and digital marketing today. Early print media goes back as far as the 1400s, and even further if you count the first book printed in China in 868 AD. We then looked at the golden age of print media, which started in 1841, when adverts appeared in publications for the very first time. Over the years, print has fallen into the background, but it will never die out. It is still a very credible and effective form of marketing that has played a large role in shaping the way we market ourselves today. Read the full blog [here](/okf/article/a-brief-history-of-print-media.md). ## [**2. The Importance of Print Marketing**](/okf/article/the-importance-of-print-marketing.md) Print marketing is still one of the most effective forms of marketing and in this blog, we explore why and discuss its importance even in a world dominated by social media and technology. There are several types of print marketing, including direct mail, brochures, point of purchase, business cards and print advertising. Print marketing benefits businesses in many ways and a few of those benefits include increasing brand awareness, enhancing customer loyalty, and increasing your audience reach. For more information, read the blog [here](/okf/article/the-importance-of-print-marketing.md). ## **3.** [**Tops Secrets to Creating High-Quality Prints for Marketing**](/okf/article/top-secrets-to-creating-high-quality-prints-for-marketing.md) We put together some top tips on how to create high-quality prints for your business. We discussed how to create high-quality images, the best type of paper and printing processes to use, how to embed fonts, colour codes and more. Print marketing materials act as tangible objects that your customers will likely keep and value in the long run, especially if they meet their quality standards! Check out the full blog [here](/okf/article/top-secrets-to-creating-high-quality-prints-for-marketing.md). ## **4.** [**A Guide to Print Marketing**](/okf/article/a-guide-to-print-marketing.md) In our guide to print marketing, we cover everything you need to know about the who, what, when, where, why and how of print marketing. There are many methods to print marketing, each with their own effects and results. So, it's important to understand all of the options. You can find out more by reading the full blog [here](/okf/article/a-guide-to-print-marketing.md). ## **5.** [**10 Pro Tips for Poster Design**](/okf/article/10-pro-tips-for-poster-design.md) People value print, and one of the best print marketing methods to attract customers is with physical posters. In this blog, we put together ten pro tips for poster design, with the best tools to use to help you create a poster that's in line with your brand. Creating eye-catching posters will help your business broaden its reach, generate more leads and ensure you speak directly to your audience offline. Read more [here](/okf/article/10-pro-tips-for-poster-design.md). --- To find out more about our print marketing services, [contact our team. ](https://bigwave.co.uk/contact/) --- ## The BIG Topic: Traditional Marketing **Over the last quarter, we have been exploring traditional marketing and looking at how it still has a powerful stance in the world of marketing.** Did you miss our blogs? Don't worry, because in this blog we summarise all our traditional marketing blog topics into one, simple, and easy-to-read post. ## [**Online vs. Offline Marketing: Why Combining the Two is Effective for Businesses**](/okf/article/online-vs-offline-marketing-why-combining-the-two-is-effective-for-businesses.md) In this blog, we discuss what is meant by online and offline marketing, the difference between online and offline (also known as digital and traditional), along with both their advantages and disadvantages, as well as marketing strategies that you can implement for your business’s presence. Throughout this blog, we aim to teach you the importance of digital and traditional marketing, and how including them both in your marketing strategy can improve your business’s success. **[Read the full blog.](/okf/article/online-vs-offline-marketing-why-combining-the-two-is-effective-for-businesses.md)**## [**The 10 Types of Traditional Marketing Methods to Implement**](/okf/article/the-10-types-of-traditional-marketing-methods-to-implement.md) Although digital marketing is on the rise, that does not mean that traditional marketing methods have been disregarded. It is often important to go back to basics for an effective marketing strategy. We will be discussing 10 different types of traditional marketing and how they can still be highly effective for your business even in this technology-based world. Although some methods require a particular setup, traditional marketing can produce good ROI which is within reach. When combined with online marketing methods, traditional marketing techniques can hold high value and relevance. [**Read the full blog.**](/okf/article/the-10-types-of-traditional-marketing-methods-to-implement.md)## [**The Power of Networking**](/okf/article/the-power-of-networking.md) In this blog, we discussed what networking is and why it is still highly important for businesses, as it is still relevant in the online world. We also spoke about how you and your business can champion networking if it is something you have not experienced, or even if you just want further tips on how to enhance your communication skills. We also included a section as to how you and your business can use networking within your marketing strategy nowadays since the COVID-19 pandemic caused significant stress and struggles for lots of businesses. The most important section of this blog is where we discuss the dos and don’ts of networking, highlighting the key things you need to do to help you champion your next or first networking event. [**Read the full blog.** ](/okf/article/the-power-of-networking.md)## [**Marketers Are Going Back to Traditional Advertising**](/okf/article/marketers-are-going-back-to-traditional-advertising-heres-why.md) People often disregard traditional advertising and its marketing methods, but in this blog, we tell you why marketers are going back to their old ways. We discuss how traditional marketing methods have been discovered to be the most trusted marketing formats, especially print advertising. We also look at how podcasting is rising, as its similarities to traditional radio have attracted many listeners to this great on-demand medium. Physical traditional marketing methods like magazines have also taken a turn, as many brands also have online audiences, making this method highly valuable for audience reach. Even newspapers are still a great way to advertise as they have become less competitive and much cheaper! [**Read the full blog.** ](/okf/article/marketers-are-going-back-to-traditional-advertising-heres-why.md)## [**Why Advertising on TV is Still Relevant in 2022**](/okf/article/why-advertising-on-tv-is-still-relevant-in-2022.md) One traditional advertising medium that is still relevant nowadays is TV, as many of us see it as a trustworthy source and a method that has one of the largest impacts on brand sales. In this blog, we talk about what channels are the best for short-term advertising and how this can benefit your ROI for your business. Due to consumers viewing habits changing, it's changed the way that they communicate with businesses. In turn, this gives businesses more opportunities through TV, ensuring their brand campaigns are fully targeted. Two other factors to consider are broadcasting methods and the importance of creativity. If both are done well, you can elevate your brand's campaign to give you a greater audience reach and engagement. [**Read the full blog.** ](/okf/article/why-advertising-on-tv-is-still-relevant-in-2022.md)## [**Then vs. Now: The History of Traditional Marketing**](/okf/article/the-history-of-traditional-marketing.md) To wrap up our traditional marketing blogs, we spoke about the evolution of traditional marketing and how different it looks nowadays as opposed to how it started. We also look at the emergence of the Internet and how digital marketing evolved alongside it. In addition to this, we discussed how the performance of marketing has been measured throughout the years, dating back to the 1950s before any digital mediums were even created. Due to the evolution of marketing, methods and strategies were developed to help aid marketers to collect long-term data, which also helped marketers to understand the relationship between these strategies and sales goals. [**Read the full blog.** ](/okf/article/the-history-of-traditional-marketing.md)--- To find out more information about our digital marketing services, [contact us](https://bigwave.co.uk/contact/) today. --- ## The BIG Topic: Virtual We are living in a digital era that is continuously evolving. Virtual technology is part of our day-to-day routine, whether it's through work, social media, or gaming. Over the past three months, we dove deeper into the virtual world and explored how it has affected businesses. Did you miss our blogs last quarter?Here is a wrap up of our Virtual series in one simple, easy-to-read blog post. ## [Virtual Employees and the Benefits of Hiring One](/okf/article/virtual-employees-and-the-benefits-of-hiring-one.md) Similar to freelancers, virtual employees operate on a remote working basis. This can be at home, in a personal office or collaborative public space. The desire to be a virtual employee is growing, especially over the last few years where working from home has become the norm. Virtual employees are hired through a third-party company, rather than directly. The notion is ideal for new and small businesses, as by hiring a virtual employee through a third party, the recruitment process can be avoided altogether. They do not cost as much as hiring traditional employees, and the third-party agency manages the hiring process.Virtual employment is a sustainable solution that provides businesses with more time to focus on work that encourages growth.Read more [here](/okf/article/virtual-employees-and-the-benefits-of-hiring-one.md).## [How Virtual Reality is Changing the Landscape of Marketing](/okf/article/how-virtual-reality-is-changing-the-landscape-of-marketing.md) Virtual reality has quickly become a powerful marketing tool. VR is a sophisticated form of technology that offers an immersive experience to users and has been applied to many industries such as education, science and travel, to take audiences on an unforgettable journey. Virtual reality in marketing can help boost brand awareness, create memorable experiences, and increase customer decisions and conversions. Around 62 per cent of consumers reported they felt more engaged with a brand that uses VR, so it is nothing short of beneficial for businesses.Check out the full blog [here](/okf/article/how-virtual-reality-is-changing-the-landscape-of-marketing.md).## [Are Virtual Businesses More Sustainable?](/okf/article/are-virtual-businesses-more-sustainable.md) Virtual businesses operate without a base, 100 per cent through the Internet and a good setup. Success lies in communication, and with the likes of virtual meetings, instant messaging, emails, file sharing and project management systems, it's a more than viable way to run a business.A virtual business offers business owners the opportunity to have a wider talent pool, with employees working from anywhere in the world. It cuts down the costs on office spaces and utility bills and enhances the wellbeing and productivity of staff who can work flexibly. These all contribute to the idea that virtual businesses are more sustainable.For more information, read the blog [here](/okf/article/are-virtual-businesses-more-sustainable.md).## [The Ultimate Guide to Virtual Marketing](/okf/article/the-ultimate-guide-to-virtual-marketing.md) Virtual marketing is essentially digital marketing and is the most popular form of marketing in conjunction with social media. It provides brands with successful measurability, affordability, speed and engagement compared to traditional methods and presents wider opportunities for growth. From content marketing to SEO, social media marketing, PPC, and mobile marketing, these are just a few of the areas that fall under virtual marketing.[Discover more](/okf/article/the-ultimate-guide-to-virtual-marketing.md). ## [Virtual Events: Are They Worth It?](/okf/article/virtual-events-are-they-worth-it.md) Virtual events are held online rather than in person and have become the norm since the Covid-19 pandemic. Virtual events can include music concerts, educational webinars, workout classes, work meetings, conferences, and even weddings. Virtual events are cost and time effective, offer greater accessibility and scalability, and expand customer and collaborator reach.Check out the full blog [here ](/okf/article/virtual-events-are-they-worth-it.md)for more information.## [An Introduction to Blockchain and Cryptocurrency in Marketing](/okf/article/an-introduction-to-blockchain-cryptocurrency-in-marketing.md) Blockchain and cryptocurrencies are used by companies all over the world. We can now even pay using crypto with our favourite retailers. Blockchain is a database that stores information electronically inside sequentially chained, highly secure blocks of data in chronological order. A timeline of completely transparent data that can't be edited, moved, deleted or touched in any way. Cryptocurrencies are a form of blockchain technology, essentially digital currencies that people can invest in, trade and use to make purchases.Blockchain and cryptocurrencies can help improve marketing efforts by widening the opportunities to create loyalty schemes, reward tokens, and change how we accurate and reliable acquire data. Read the full blog [here](/okf/article/an-introduction-to-blockchain-cryptocurrency-in-marketing.md).--- For more information on our digital marketing services, [contact our team of experts today](https://bigwave.co.uk/contact/). --- ## The Bigwave Business Games are coming to Plymouth! It’s ‘game-on’ with Bigwave media announcing the ‘Bigwave Business Games’ are coming to Plymouth following the success of similar events in Exeter and Torbay. Sponsored by Womble Bond Dickinson and raising monies for St Luke’s Hospice Plymouth, we are calling on all Plymouth businesses to get involved. Applications are now open for local organisations to compete head-to-head in a range of exciting, team-driven activities comprising a mixture of mental, social and physical challenges open to all businesses across the Ocean City. Bigwave media, one of the largest creative growth agencies in the South West with offices in Plymouth, Exeter and Torquay are kick-starting the inaugural Plymouth games at a launch event on Tuesday 6th August at The Treasury Bar with all welcome to come and find out more about this exciting inaugural event. Hosted at various venues across the city, the games will commence on 17th September consisting six fun events including a treasure hunt, Clip n Climb, golf, short tennis, mini Olympics and a pub quiz. An awards ceremony will be hosted at Kitley House in November.Glen King, PR Director – Bigwave media said: > “The Bigwave Business Games have been running in Exeter for over a decade and growing in popularity, year on year. As a result of this success, we launched in Torquay earlier this year and we are thrilled to now be coming to Plymouth in the autumn. At Bigwave media we passionately believe in giving back to the community and are proud to say that the Bigwave Business Games in Exeter and Torquay has raised over £32,000 for local worthy causes. For the first time we are bringing the Bigwave Business Games to Plymouth and want to encourage local businesses to help make it the biggest games ever and raise monies for St. Luke’s Hospice Plymouth, an independent charity providing specialist care and support to people with progressive life-limiting illnesses, across the South West.” Sarah Brown, Client Partnership Manager – Bigwave media Plymouth adds: > “I’m thrilled that we are launching Bigwave Business Games in Plymouth. It will be a fantastic sporting event suitable for all abilities and the emphasis is on fun and supporting a healthy life/work balance. It’s also a great opportunity to bring businesses from across the city together in a competitive environment.” She adds: “I want to take this opportunity to thank our Headline sponsors Womble Bond Dickinson and all the wonderful event hosts for their support and enthusiasm to be part of this exciting new venture.” Nicola Keen, Corporate Partnerships - St. Luke’s Hospice Plymouth concludes: > "St Luke’s Hospice Plymouth are delighted to be the charity partners of the Bigwave Business games launching in Plymouth. We are also really excited that one of our charity partners Womble Bond Dickinson are the Headline sponsors of the first ever Plymouth games.” She adds: “As end of life care providers we rely on the support of our local community to be able to provide free end of life care when it is needed. With only 30% of our funding coming from the government we rely on the local community for the rest. The Bigwave Business Games are a great way for Plymouth-based businesses to support St Luke’s whilst also having some fun.” To find out more, please join our launch event on August 6th, 5:30 - 7pm at The Treasury Bar RSVP: Visit: [bigwavebusinessgames.co.uk](https://www.bigwavebusinessgames.co.uk) or call: 01752 68813 --- ## The Bigwave Business Games come to a close for 2018 **After eight weeks of fierce and fun competition, the Bigwave Business Games have finally drawn to a close, with Michelmores Solicitors being crowned the victors for 2018!**The Games culminated in the eagerly-anticipated annual bell boat race in the quay on Friday, June 22nd – the pinnacle event of the Bigwave Business Games, sponsored by Nexus Open Systems. Companies come together to enjoy a few cheeky bevvies and a pizza and battle it out on the water to take home the final trophy. Bell boat winners, the Met Office put pedal to the metal to smash their way to the top of the leaderboard. They gained a bottle of bubbly and a meal out, generously provided by Nexus, for their effort. They couldn’t quite match the fierce competitive prowess of Michelmores, however, who also earned third place in the 2017 Business Games. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/35970375_1830700873619700_5349191998332993536_n.jpg)With some friendly competition (a bit of splashing!) and excellent weather, the bell boat race was the perfect end to the festivities. ##### **Pulling out all the stops!** The competition throughout the Games was close, with 23 businesses using their wits and skill in eight events - ten-pin bowling, a treasure hunt, a pub quiz, clip n’ climb, dodgeball, ultimate frisbee and touch tennis and, of course, the boat race. The ability to play a ‘joker’, gave the teams the ability to double their points in an event of their choosing. Overall winners, Michelmores, played this card on dodgeball – a tactic that turned out to work very much in their favour. They won that one as well! Rebranded as The Bigwave Business Games in 2016, after the name of the company responsible for organising the competition, the games first kicked off in 2009, with the aim of promoting business, networking, employee wellbeing and charity work in the region. This year’s Games were in aid of The Exeter Foundation, an organisation which raises money for charities and projects in the region. Since 2009 the Games have raised tens of thousands of pounds, something that will have been gladly contributed to by this year’s Games. A big thank you to everyone who participated in this year’s Games! Bring on #BWBG19! ***For highlights and photos from the Games, check out @bigwavebizgames on Facebook and Twitter. Interested in the Bigwave Business Games 2019 for your business? Find out more on our website *** --- ## The Bigwave Business games kick off with Ten Pin Bowling The 2018 Bigwave Business Games are off! The Bigwave Business Games are an annual sporting event held by creative growth agency, Bigwave media. The games see several influential businesses from across Exeter compete in eight corporate events, from clip n climb to bell boat racing, with the aim of being crowned the overall champions. The games kickstarted on Friday 4th May with a very animated fixture of Ten Pin bowling. Amongst those fighting for victory were employees from Flybe, the Met Office, Sandy Park and Crowdcube. Players had the opportunity to play their joker – a bonus which gives them the opportunity to double their points. However, this can only be used on one event and therefore must be used wisely. Only one team opted to play this card - Chartered Accountants, Bishop Fleming. This has shot them to the top of the leader board, ahead of the winners of the Ten Pin Bowling Event, South West Water. Possibly not for long, however. The next event, the Treasure Hunt, is taking place tonight. Teams will have to navigate their way around Exeter in a bid to solve clues and climb their way up the leader board. Stay tuned to see how they do! ***Follow @Bigwavebizgames on Twitter and Facebook for regular event updates. Find out more about the Bigwave Business games [here](http://www.bigwavebusinessgames.co.uk/).*** --- ## The Bigwave Business Games Return To Plymouth! **Southwest creative growth agency, Bigwave Marketing, has announced the return of the Plymouth Bigwave Business Games. The business community event was put on hold during the pandemic but will make its return in September 2023.**The event aims to bring local Plymouth businesses together to socialise, network and participate in a range of exciting physical, mental, and social activities. At the core of the event is a fundraising ethos, and each team helps to raise money for local charities. The events will take place between September and November of 2023 across a range of Plymouth City locations and will raise money for [YMCA Plymouth](https://www.ymcaplymouth.org.uk/). The charity works to provide educational, health and emotional support to the young community and families of Plymouth. YMCA Plymouth offers countless vital services to the Plymouth community including mental health counselling, disability support and tailored accessible groups, housing support and education and training for young people as well as countless other critical services for the vulnerable youth of the Plymouth community, and the money raised by the Bigwave Business games will go to helping these children, teens, young adults and families. YMCA Plymouth CEO, Tom Lavis, said “We are hugely excited and grateful to be partnering with Bigwave for this year's Business Games. As a local charity, the support of these games will make a big difference to the lives of local people." "Whether that's by helping us put more meals on the table through our food poverty work, enabling us to deliver more mental health support for vulnerable young people, or providing health & wellbeing services for people with medical needs - the games will help make all this and much more vital work possible.” The team-driven activities include events such as a treasure hunt, golf, tennis, the Inflatable Olympics, Clip-n-climb and a traditional pub quiz. The mixture of mental, physical, and social challenges gets workers working as a team in an entirely different way. The event ends with an awards ceremony where just one business is crowned the winner of the competition. [Bigwave Marketing](/okf/article/emotional-design-to-elevate-user-engagement.md) is one of the largest creative growth agencies in the South West, providing cost-effective traditional and digital marketing services for companies of all sizes. The agency advocates for local communities, working themselves with a range of business and non-profit organisations that share the same values. The agency's mission is ‘To make a difference’ and they aim to achieve this by delivering client results through their services and also engaging communities. The games bring people and businesses together and since its inception, have attracted a range of businesses from influential corporations to SMEs. Over the course of the previous games run by Bigwave, £48,000 has been raised for local charities. Sarah Brown, Head of Client Services r at Bigwave Marketing, said “I’m ecstatic that the Plymouth business games are running once again after covid put a stop to them in 2020, they are such a fantastic way to engage with other local businesses and build a strong team in a fun and enjoyable way. “The events are suitable for all abilities with an emphasis on supporting a healthy life and work balance and ensuring we incorporate lots of fun into each event. Plus raising money for the YMCA contributes immeasurable value to the event. It is not one to miss! ”. Applications to take part are now open to businesses based in and around Plymouth [Apply for the Plymouth business games ](https://bigwavebusinessgames.co.uk/plymouth/) --- ## The Biscuit Elections - staff training with a difference Our second hack event merged the world of politics with the biscuit industry and culminated in the Biscuit Elections. A unique fusion, but a fun one! ![](https://bigwave.co.uk/wp-content/uploads/2024/03/biscuit_election_20151_2.png)Staff across the [design](http://www.bigwavemedia.co.uk/creative-design-branding "Design") and web agency collaborated towards the task, titled 'Sway' which aimed to hack the elections and formed the basis of our annual staff training day. Staff were split into five teams, all mixed from across the creative studio, account management and digital teams, with each team holding four to five bigwavers. Each team represented a biscuit party and the premise was to create a campaign to sway the electorate and get their biscuit to the top of the polls. The parties needed to create a campaign concept in the medium of their choice (billboard, poster, party political broadcast, social media, pamphlet etc.), focussing on a set demographic and outlining the core proposition. As part of the task the parties had to present back their concept to all staff and the judging panel, as well as take part in a hustings Q&A panel. The end of the day was marked by an election where all staff voted for the party which swayed them the most (staff votes were for fun and didn't count towards the overall scores). - Here's a round up of the parties and their campaigns: ![](https://bigwave.co.uk/wp-content/uploads/2024/03/Rich_Tea_Party.jpg)**The Rich Tea Party** **Team members:** Dan James, Wayne Morrish, Chris Fiddimore, Luke Simpson **Campaign tagline:** The lord of Biscuits ![](https://bigwave.co.uk/wp-content/uploads/2024/03/RICH_TEA_1.jpg)**In short:** With a focus on traditions and values the Rich Tea party created an outdoor media campaign which was to be fronted by Terry Wogan, who famously (?!) said that Rich Tea biscuits were 'The lord of Biscuits'. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/Ginger_Nuts_Party.jpg)**The Ginger Nut Party** **Team members:** Luke Stone, Rosie King, Max Rogers, Nick Penny, Karlie Williams **Campaign tagline:** Ginger is making a come back ![](https://bigwave.co.uk/wp-content/uploads/2024/03/ginger_2.jpg)**In short:** The ginger nuts led with a social media campaign that aimed to squarely put the Ginger Nut at the forefront of the biscuit aisle with a bold and risky campaign utilising famous ginger haired people. The core campaign included the use of memes to create a viral message. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/Bourbon_Party.jpg)**The Bourbon Party** **Team members:** Dan Tofield, Emily, Rupert Bennett, Nick Stanbridge, Rebecca Cooper **Campaign tagline:** Times may change but Bourbon's don't ![](https://bigwave.co.uk/wp-content/uploads/2024/03/BOURBON_1.jpg)![](https://bigwave.co.uk/wp-content/uploads/2024/03/Malted_Milk_Party.jpg)**The Malted Milk Party** **Team members:** Justin Peppin, Laurence Hawkins, Erika Smith, Sean Jermey **Campaign tagline:** Go on, have a cheeky malt ![](https://bigwave.co.uk/wp-content/uploads/2024/03/MM_1.jpg)**In short:** Malted milk identified key areas to focus on, the first being that malted milks can be a fun snack, often associated back to childhood. The second that malted milks can be a good source of calcium and low in calories and finally that as a manufacturer they would provide a fair deal to milk farmers, giving them a strong proposition in the crowded market place. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/Custard_Cream_Party.jpg)**The Custard Cream Party** **Team members:** Kerry Albertyn, Laura Rogers, Aaron Brooks, Joseba Altuna **Campaign tagline:** The biscuit that has stood the test of time ![](https://bigwave.co.uk/wp-content/uploads/2024/03/CUSTARD_1.jpg)**In short:** Backed by over 100 years of heritage since it's debut on the British marketplace, the Custard Creams lead squarely on tradition. The advertising campaign focused on iconic scenes and products from the past century that were identified to create an emotional association that hopefully carried said attributes across to the humble Custard Cream. **The results were in...** The judges voted on 3 key areas, each out of 10: Presentation quality Campaign concept Hustings conduct The five judge's votes ended up with a three-way tie between the Bourbon party, the Malted Milk party and the Custard Cream party so, in the end, the final result went down to the staff election results which firmly placed the victors as: **The Malted Milk Party.** [![Biscuit Election 2015 results](https://www.bigwavemedia.co.uk/http://blog.bigwavemedia.co.uk/wp-content/uploads/2015/08/Results.png "Results")](http://goo.gl/forms/eCb9uxqZzZ) Election poll results Each team member won a day of extra holiday for a well earned break from politics. Well done those Malted Milks! **Public vote** How would you have voted? Considering the campaign concepts above we'd like to canvass your opinion. To vote in the public vote please [click here](http://goo.gl/forms/eCb9uxqZzZ "Biscuit Elections 2015"). *(There is no closing date)* **Cup of tea and a** **biscuit** As you might imagine - we get through a lot of tea and biscuits. If you have a product of service you want to catapult into the limelight, a marketing campaign you need promoting or an audience you need to sway please [contact us](http://bigwavemedia.co.uk/contact-us) and arrange to pop in to our Exeter offices for a cuppa and a biscuit! Alternatively, if you are interested in joining #TeamBigwave please check out our [careers page](http://www.bigwavemedia.co.uk/about-us/jobs "Bigwave media jobs"). Review the day's events on Twitter or Facebook by searching: #BiscuitElections #BigwaveHack You can read out about the 2014 Hack event [here](http://blog.bigwavemedia.co.uk/content/2014/bigwave-hack/ "Hack 2014"). --- ## The changing face of beauty marketing --- ![](https://bigwave.co.uk/wp-content/uploads/2024/03/Freya-Insoll-min.png) Freya Insoll is an Arabic and Islamic Studies undergrad at the University of Exeter and our Digital Marketing Intern. As soon as Freya's studies are complete, she is eager to get into the health and beauty industry, ideally on the PR side of things. --- Over the past 10 years, the world of beauty marketing has modernised and adapted at an unprecedented pace; the boom in diversity awareness and an increasingly digitalised audience has led brands to embrace new and progressively savvier marketing strategies. In order to ensure their position at the head of the beauty pack, brands have recognised the diversity of their consumer audience and have thus responded with an increasingly broad range of products suitable for all skin tones, genders and ages. With the aim of effectively conveying the changing nature of beauty culture and the advance in product availability, brands have moved from more traditional modes of advertising (such as print and broadcast) towards a more social media-centric approach. With beauty marketing developing at such a rapid rate, what are the most notable developments and brand moves of the past couple of years? ### **The Glossier Effect** The beauty community and marketing world alike have been abuzz with the name ‘Glossier’ - a relatively new and astonishingly successful beauty and skincare company. Glossier has taken a self-proclaimed ‘holistic’ approach to beauty marketing, utilising ‘User Generated Content’ (UGC) and formulating and changing products based solely on consumer response. The brand is extremely active on social media (specifically Instagram), having built up its company profile off the back of founder Emily Weiss’s lifestyle blog, ‘Into the Gloss’. Glossier has been unique in it’s almost immediate rise to cult status, this level of consumer devotion has been achieved by the marketing teams intelligent use of Instagram and strategy. The brand frequently interacts with users online, answering queries and responding to comments. The company then take these comments and proactively brings about change in the products they provide, the best example of this being the recently released and much requested Glossier Suncream. They cleverly tailor their online image to a certain demographic of consumer, with Weiss stating they: > "Cater to today’s woman who has five minutes to do her face before she’s flying out the door”. The products are marketed as easy to use and stylish, coming in a signature pink shade of packaging along with the tagline “Beauty products inspired by real life.”. This lifestyle and image they promote has struck a chord with consumers, Glossier having amassed 2.1 million followers on Instagram alone. Glossier have successfully translated their online image into physical flagship stores in New York and LA; their Instagram aesthetic of subtle pink and healthy glows has lent itself to Instagram friendly shops, complete with sloganed mirrors and an Instagrammable canyon replica. As Glossier have achieved great success with their innovative and unique marketing approach (having been recognised with a number of top beauty community awards), other beauty brands have begun to follow suit. Glossier customers relentless devotion and adherence to the brand is an attribute many other beauty companies are striving to replicate; with savvy use of Instagram, unwavering dedication to communication and careful curation of user and brand content they may just be able to catch up. ### **Get Influencing** Increasing numbers of brands are turning to social media ‘influencers’ in order to drive sales; this practice is known as ‘Influencer Marketing’. Influencers of varying degrees of popularity are frequently sent sample products by beauty brands and are then expected to review and share these products on their social media channels. Often the influencer is contractually obliged to share only positive reviews of the product and must incorporate the identity of the beauty brand into their own online persona. This form of marketing is highly influential on the purchasing decisions of ‘Generation Z’ consumers; with 65% of the Generation Z age group relying on social media to find and subsequently purchase beauty products. Furthermore, this generation has shown an increasing desire for ‘authentic’ beauty products - placing great emphasis on sustainable consumption, body positivity and self-development. Brands have picked up on this change in attitude and have responded by employing diverse influencers with a clean and likeable image, who also tend to possess the desired air of authenticity. A great example of the increasing commercial power of influencers is in Loréal’s ‘Beauty Squad’ campaign; the Beauty Squad is comprised of 7 of the UK’s most well-known and respected beauty bloggers. The influencers are of various ethnicities and ages, contributing to Loréal’s drive for greater inclusivity. The influencers produce a plethora of content for Loréal, providing consumers with a much-desired glimpse behind the scenes and extensive product reviews. With the Beauty Squad Loréal has moved away from the domain of Macro Bloggers; the Squad has a combined reach of over 5million viewers on YouTube alone – although this pales in comparison to the reach of more prolific influencers such as Zoella (having 11million YouTube subscribers). Loréal have followed this route with the previously mentioned idea of ‘authenticity’ in mind, preferring to use smaller yet knowledgeable and trusted beauty influencers as opposed to polished celebrities. The campaign has proved successful, with net sentiment around their purpose-led campaign standing at an impressive 99%. ### **Where next?** Despite the huge amount of change that has already occurred in beauty marketing strategy, it doesn’t seem to be slowing down. Brands are predicting that marketing will continue to become more influencer led over the next 5 years, with many marketing professionals pledging to channel more of their campaign funds into influencer marketing. With the competition for consumers ever increasing, brands must continue to place themselves a cut above the rest with a strong dedication to customer service and careful online curation. If you want to learn more about the centrality of ‘Influencer Marketing’ in brand development and awareness, get in touch with the [digital marketing team ](/)at Bigwave Media. --- ## The Changing Face of Christmas Campaigns With the first televised John Lewis Christmas advert being broadcast only 6 years ago, it's hard to believe that what is now considered to be one of the UK's most anticipated Christmas ad campaigns is actually little more than a modern phenomenon. But with increasing popularity, media hype and campaign spending (often exceeding £7m each year), the iconic Christmas ad campaign is fast becoming as much of a festive tradition as opening the first window of the advent calendar. In the wake of this year's biggest Christmas ad campaign launches from the likes of John Lewis, Sainsbury's and Coca-Cola, we explore the latest campaign staples that are allowing marketers to successfully evolve and get it right - time and time again. **Emotional appeal:** Marketers have gradually mastered the art of harnessing raw emotions associated with the festive season - from joy and excitement to nostalgia and gratitude - and conveying them in commercials with the intention to create maximum emotional impact amongst viewers. Watch Sainsbury's 2014 Great War themed ["Christmas is for Sharing"](http://youtu.be/NWF2JBb1bvM) ad and it becomes clear that - as hard-hitting and tear-jerking as it may be, the overriding message is that humanity can exist even during the toughest of times. For many viewers, this converts into a lasting reaction of immense pride and gratitude. By frequently snubbing the "glitz and glamour" approach which often involves celebrity endorsement, marketers are instead opting to appeal to the masses with stripped-back, meaningful stories that everyone can relate to. 2013's [M&S ad](http://www.youtube.com/watch?v=a2qLwdyFInc) featuring British fashion models Rosie Huntington-Whitely and David Gandy is thought to have lost the battle of the Christmas campaigns due to viewers struggling to believe that such celebrities would really shop at the high street store. Big brands are instead getting back to basics and saying, "Hey, we're all the same". The result? A warm fuzzy feeling towards the brand, perfectly in keeping with Christmas spirits of goodwill and cheer. It seems to be working for John Lewis, with [14,500 people reportedly shedding a tear](http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/11214534/Is-this-the-best-John-Lewis-Christmas-advert-yet.html) over this year's ["Monty the Penguin"](http://youtu.be/iccscUFY860) Christmas advert. **"Guess the brand":** Whilst advertising campaigns traditionally involve promoting products/services in a generally explicit nature, Christmas campaigns are becoming a common exception to the rule. The festive season often sees big high street and supermarket brands adopting an alternative approach, focussing on an unrelated story using an unbranded creative to promote the "feel-good factor". This is then associated with the brand, rather than the other way round. John Lewis for example has gradually [weaned itself off brand name-dropping](http://www.theguardian.com/media/video/2013/nov/12/john-lewis-christmas-ad-2013-video) throughout its Christmas ads in recent the years, keeping viewers speculating over who is responsible for the campaign until the big reveal during the last second. **Integrated presence:** A significant step up in the world of Christmas ad campaigns - and arguably the main reason behind the growing hype - is the digital environment that so many Christmas campaigns are thriving in. In recent times, brands behind the most eagerly awaited Christmas campaigns have bucked yet another tradition of debuting their ads on TV, instead choosing to release their latest seasonal campaign for the first time via online platforms. This year M&S did just that, launching its ["Magic and Sparkle"](http://youtu.be/uhuadZHqwwA) Christmas ad via its YouTube channel with Twitter and Facebook users waiting on tenterhooks to share their thoughts. For truly integrative campaigns, brands have utilised every possible channel to maximise exposure. From [in-store interactive technology](http://www.johnlewis.com/christmas-advert-2014-montys-christmas) to featuring in an episode of Channel 4's [Gogglebox](http://www.channel4.com/programmes/gogglebox), John Lewis has once again trumped expectations. Dropping hints via clever PR stunts months before the launch of its Monty the Penguin campaign, the high street chain delivered unexplained penguin toys to journalists and scattered "#MontythePenguin" [billboard clues](https://twitter.com/MaisieMcCabe/status/529917874593619969/photo/1) throughout London Underground stations. Confusion and curiosity created the urge to tweet, post, Instagram and blog about the events, fuelling the pre-launch fire. So, have all the multi-platform efforts been worth it? It may be too early to say, but if the reported [£96m](http://www.theguardian.com/business/2014/nov/11/john-lewis-sales-up-christmas-monty-the-penguin) sales figure during the week of the campaign launch (a 5% increase on last year) and the 18.5 million YouTube views one month post-release are anything to go by, the answer is yes. Bigwave media offers a range of campaign management services including planning, execution and analysis. To find out more [**get in touch**](http://bigwavemedia.co.uk/contact-us), or tweet us [@bigwavemedia](https://twitter.com/BigWaveMedia). Image source: iStock.com --- ## The Complete Guide to Marketing Optimisation **To help with business success and marketing campaigns, marketing optimisation is worth investing time and effort in to make the most out of your digital profile.** In this blog, we talk about what marketing optimisation is and how you can use it successfully to ensure your marketing efforts generate the best results. ## **What is Optimisation in Marketing?** Marketing optimisation is optimising various parts of your strategy to improve your efforts and maximise desired outcomes. Essentially, marketing optimisation involves analysing all the elements of your strategy so that you can come up with the most optimal solutions. ## **Why is Optimisation Important?** It’s important to make sure you’re using your marketing spending as efficiently as possible. When you find what works the best and brings in customers, you are able to optimise it even more by making alterations to your strategy to see if you are able to increase your conversion rates. With an efficient marketing strategy, your profit will be significantly higher, as it can also help you to get closer to your bigger business goals. ## **What Elements of My Strategy Should I Optimise?** Marketing optimisation involves looking at every part of your strategy and its data and thinking about what you can improve on. Some elements include: 1. ### **Target Audience** Researching your target audience regularly will help with optimisation, as it’s important to make sure your research is up to date. Some types of data that you should consider researching are your target demographics' buying habits, their preferred way of making online purchases, similar products or services your audience is likely to buy, and how your brand's competitors reach your target audience. By looking into these details, you will understand your target audience’s buying preferences and habits in your market. This information will allow you to understand when, where, and how you can reach your target audience with the right marketing methods. 2. ### **Social Media Marketing** Using social media can work very well as it will allow you to reach your target audience so they can engage and share your content. You can do this with paid ads as well as your original content. Social media marketing has the ability to work by itself, which makes it one of the best ways to optimise your marketing strategy, as it can essentially do a lot of the work for you. In addition to this, it’s easy to track and analyse your social media efforts, so this can help you to understand its performance rates and optimise accordingly. 3. ### **Search Engine Optimisation** Search engine optimisation (SEO) is another important aspect to consider within your marketing strategy, as the higher your website ranks on search engines like Google, there is more chance for it to generate traffic. Higher traffic results in more engagement, which typically turns into sales. In order to boost your SEO, you can ensure your website has the correct keywords, the content is optimised to the highest quality, and that you have implemented link building. Generally, search engines prioritise relevant and quality content, which is what people are searching for, so once a search engine recognises a user’s query, it will check your website’s content for reliability, readability and also trustworthiness. ## **How to Get Started with Optimisation** Data is the most important factor when it comes to optimisation, so when you start to optimise your marketing strategy you will need to collect data, gather your insights and make changes according to the data, before repeating the process again as regularly as possible. It’s important to stay up to date with the data so you can understand what is performing well and what isn’t. ## **How to Win at Optimisation in Marketing** In order to win at marketing optimisation, you will need to set up analytics tools for every channel you use so you can win at optimisation in every area. By doing this, you will see how your ROI has improved, as well as the short-term goals achieved. Although it can seem intimidating, it’s helpful to have the complete picture as it can help you to build a more consistent performance across all of your channels, which we can agree is vital for brand building. --- Marketing optimisation is the key to helping businesses with online success, as it brings in new customers as well as existing customers. It’s important for businesses to make the most out of the money that they are investing in their marketing campaigns with the help of optimisation. Since the digital age is still developing, it’s important for digital marketers to be able to use marketing optimisation to the best of their ability to help stand out and boost performance. Looking for help optimising your marketing efforts? [Get in touch](https://bigwave.co.uk/contact/) with our experts today! --- ## The definitive #TeamBigwave Exeter pub guide We’re a sociable bunch, and there are few better places to unwind and de-brief after a day of Bigwave-ing than in one of Exeter’s many characterful and charming drinking establishments. With the long anticipated arrival of summer weather, a favourite Friday afternoon topic of conversation in the office is where we will go for a ‘Sun Pint’ once the working day has ended. We thought we’d compile a list of our favourite and most noteworthy pubs in Exeter and set it out as a logical walking route so that it can be followed as our dream pub crawl. Unfortunately, the list proved a little difficult to whittle down, so you’ll deserve a medal if you’re still standing by the end of our route! [The Fat Pig](http://www.fatpig-exeter.co.uk/) - Popular with the Bigwave team, just a stone’s throw from Bigwave HQ. Nice atmosphere, they brew their own beer and cider and smoke their own meat. You’re likely to see [Designer Jeff and Account Manager Laurence](/okf/page/careers.md) propping up the bar of an evening. The Prospect Inn – Down on the quay in a beautiful spot and they also occasionally do BBQ’s in the summer. Most importantly it’s a decent place for cider. [On The Waterfront](http://www.waterfrontexeter.co.uk/) – Next door to The Prospect Inn. Bustling and popular with locals, great for food and delightful views of the quay. They do massive dustbin lid sized pizzas, the duck and hoisin is a firm favourite with the team. We built their website. At this point you can either carry on along the river or head up into town via the Hourglass. [Double Locks](http://www.doublelocks.com/) - The more adventurous pub crawler can continue along the river to the Double Locks – a lovely spot on the river with a huge pub garden offering volleyball and BBQ’s in the summer and plenty of outdoor seating. A great spot for dog watching and getting the best of the sun. [The Turf](http://www.turfpub.net/) - Continuing down the river it’s The Turf, a family run pub with views to die for over the estuary. Not accessible by car this is a popular spot for walkers and cyclists. Great for a relaxing pint watching the boats and the world go by. This is one of our favourite spots for taking #TeamBigwave dogs. [The Hourglass](http://www.hourglassexeter.co.uk/) - Beautiful old character-filled pub with a limited but fresh and tasty menu. Interesting and varied range of spirits from around the world and has a stuffed badger wearing a tweed suit. Need we say more. [George’s Meeting House](http://www.jdwetherspoon.com/pubs/all-pubs/england/devon/georges-meeting-house-exeter) - Walk up the hill from The Hourglass and you can get to this pub. Always busy with a nice buzz about it, plus it’s a Wetherspoons and we all love a cheap beverage. A prime spot to get the Jaeger-bombs in! [The Well House Tavern](http://www.abodeexeter.co.uk/dining/the-well-house-tavern) - Up from George’s Meeting House and next to the Cathedral. Nice views and they have a skeleton in the cellar, which is somewhat of a USP. [The Ship](http://www.ship-exeter.co.uk/) – 16th Century pub full of history and apparently haunted by Francis Drake who used to drink here. If you're tall and an Elizabethan ghost isn't terrifying enough – be aware this pub also has low ceilings! [John Gandys](http://www.johngandys.co.uk/) - Great bar down Exeter's version of Carnaby Street, Gandy Street, which was the inspiration for JK Rowling’s Diagon Alley. You're likely to spot Account Manager and Harry Potter devotee [Becky](/okf/page/careers.md) here hoping to catch a glimpse of Hagrid. Bustling atmosphere and they often have live music. We built their website. [The Angel](http://www.theangelbar.co.uk/) – Quirky bar which often has live bands playing and DJs on weekends, most likely to spot [Designer Chris ‘Fidi’ Fiddimore](/okf/page/careers.md) on the decks here. They make a wicked Dark ‘n’ Stormy. [Oddfellows](http://www.theoddfellowsbar.co.uk/) – Serves lovely food and has an intimate cocktail lounge tucked away upstairs where they serve proper classic cocktails and also more contemporary concoctions. [The Old Firehouse](http://www.oldfirehouseexeter.co.uk/) - great venue for beer and atmosphere. Always packed, spread over a few floors. Get there early if you want a seat! They also serve great pizza and some lethal ciders. [Artigiano](http://www.artigiano.uk.com/) – Classy coffee and cocktail joint on the high street. Great for people watching and they make a mean espresso martini! We also built their website. [Hole in the Wall](http://www.hitwexeter.co.uk/) - Sports bar arranged over 3 floors, popular with students so there’s always a buzz. Voted Express and Echo's Pub of the Year in 2014 by local residents. [Timepiece](http://www.timepiecenightclub.co.uk/) - A firm favourite that has seen almost all of us through our misspent youths. Good character with a nice courtyard area. Firm favourite with students, named ‘the easiest place to pull in Europe’ by [Tatler Magazine](http://www.tatler.com/news/articles/october-2015/the-tatler-university-guide---exeter). Good place to end up as there is food served in the courtyard too! We know a lot about Exeter pubs or even [hiring venues in London](https://venuereservations.co.uk), but we also know more than a little bit about marketing. Give us a call on 01392 492380 or fill in our contact form [here](/contact/) - we’d love to meet you. Especially if it involves a pint. --- ## The Explosion of Wearable Technology Wearable technology is computer technology that has been incorporated into clothing or other wearable items. It has grown in popularity over the last few years, along with the rise in health consciousness and a return to wearing sportswear for fashion, and not just physical exercise. [Fitbit](https://www.fitbit.com/uk) is an example of a company that produces various types of wearable tech to track your heart rate, calories burned and other such fitness statistics. They have a wide variety of uses in the fitness market as a device for collecting and sharing data from day to day life, including everything from telling you how many steps you have walked to monitoring your sleep patterns. Although the wearables market is in its infancy, the global market is expected to reach £4.5 billion by 2018. This increase comes largely as wearable technology becomes more accessible (monitoring athletes as they exercise via sensor arrays has been carried out for years) and the combination of consumers embracing technology into any and all aspects of their lives with fitness technology becoming smaller and cheaper creates a perfect storm for a sector that’s all set to explode. If the current communication technology market can be used as a base then it suggests that hobbyists and enthusiasts will become the main drivers with the largest market share in wearable technology, for instance, [Stratista](http://www.statista.com/statistics/330695/number-of-smartphone-users-worldwide/) currently estimates 2.08 billion people have smartphones, which is a figure that is predicted to increase to 2.69 billion by 2019. This is backed by the exponential growth of both mobile and wearable technologies over the past ten years, even with the second dot-com bubble disrupting the social media share values and the Global Financial Crisis. Wearables also offer exciting potential for connecting brands with their audiences. The devices can gather robust customer data – including location, behaviour and activity levels, which can be used to deliver personalised marketing messages. But this is just the tip of the iceberg – forward-thinking brands are looking further than purely gathering data, to ways that they can create marketing campaigns that utilise the unique functionality of wearable devices. Nike used data gleaned from individuals who used their running app to create 100,000 personalised one-minute film animations, entitled ‘[Your Year with Nike+](http://www.campaignlive.co.uk/article/1328456/nike-creates-100000-animated-personalised-shorts-celebrate-your-year-nike+)’. The content had been shaped using location, weather and movement data. The future of wearable technology looks bright, especially being sold into the leisure and fitness industry, using technology which has been viewed as the preserve of elite athletes now available to consumers, it’s an exciting emerging market that will attract both sport enthusiasts and casual gym-goers alike. Here at Bigwave, staff have embraced the wearable technology. From pebble watch funding backers to die-hard apple watch users, we are an office of step counters and notification kings! What wearable tech are you excited about? Tweet us at [@Bigwavemedia](https://twitter.com/BigWaveMedia). Find out more about what we do at [www.bigwavemedia.co.uk](http://www.bigwavemedia.co.uk). --- ## The five steps to creating a marketing campaign A marketing campaign can take on many forms. This can be something as small as a message-drive on social media, to a full-blown national advertising campaign. At Bigwave, our campaigns are used to drive a primary message across a range of channels. This is often an offer or an awareness push. From inception to fruition, this is an exciting and fluid process that helps to promote a product or service in the most effective manner possible. This article briefly walks you through how we develop and execute a marketing campaign. ##### **1. What does the client want, and how do we achieve this?** This stage begins with our account managers. Before the campaign planning begins it is essential to understand what the client wishes to achieve from this process. After this has been determined, the target audience for the campaign can be decided. Whilst it may be tempting to create a campaign that is targeted at everyone, it is much more effective to hone in on a specific demographic. This requires some research, but it is worth taking the time to understand what the customer may want. What distinguishes this product or service from competitors? What is the unique selling point that can be marketed to the customer? ##### **2. How do we design the campaign and branding?** This process rests in the hands of our designers, whose job is to create an initial feel of the campaign as well as the branding. This is presented to the client, and at this stage adjustments can be made. Once everything is approved the branding is signed off and print materials and forms of external marketing can begin to be rolled out. This can take the form of flyers, posters, billboards, bus stop ads, lightboxes, roller banners and more. ##### **3. How can our web team help you?** When a customer engages with the campaign content, more often than not, they will be directed to a landing page. This step is important as the traffic to this page can be measured, which gives an indication as to how effective the use of social media has been. It is essential that the link takes the potential customer to a relevant page that incentivises or entices them to take further action; whether this is searching for more information or placing an order. ##### ##### **4. What can our digital team do to help maximise your exposure?** - Emarketing is sent out to a client’s email database, relaying the campaign message. This is a brilliant way to gain high exposure, often delivering high open-rates and high click-through rates. Follow on emails will be sent throughout the campaign, ramping up the urgency to keep the prospect informed of the campaign throughout its duration. - PPC is an integral part of the campaign. Once it is running, our PPC team will continue to push the campaign online through paid advertising – primarily Facebook Ads and AdWords. It is essential to target the potential customer with relevant ad words, and negative keywords will stop the ad appearing in irrelevant searches, which minimises costs. - Finally, our social team drive the campaign on organic social media, through the use of posts and branded memes. Social media is a good source of lapsed members or current members looking to get their friends involved. Likewise, it also creates a hub of campaign messaging for anyone choosing to search for the organisation on a social channel. ##### **5. Reporting** Once the campaign has run its course, it goes full-circle back to the account managers, who will accumulate statistics from the different service areas involved in the campaign. This is used to gain an idea of what worked, what didn’t and improve campaigns moving forwards. ***If you feel like you need help building a proper branding strategy,** **Bigwave media offer a range of marketing services from content management to campaigns.** **To find out more, please get in touch: [bigwavemedia.co.uk/contact.html](/contact/)*** --- ## The Google January 2020 core update is live. Here’s why you should pay attention. As of the 13th January, Google announced a desktop search redesign which puts favicons next to organic results and black “Ad” labels next to, well, ads. This doesn’t look like a seismic change, because we’ve already seen this layout for several months on the Google mobile search results. The only difference that the Google January 2020 core update seems to make (at least, on first glance) is the use of favicons in desktop search results. In Google’s words: ### **![](https://bigwave.co.uk/wp-content/uploads/2024/03/google-jan-2020-update-announcement.png)** ## **So, what’s the fuss about?** Ok, so why does this dull Google update need a whole blog post? Well, since it’s a broad core algorithm update, the January 2020 core update will affect search results *worldwide*. It doesn’t target anything specific like the Panda or Penguin updates did, so there’s nothing for SEO wizards to actively improve upon. Usually released several times per year, core updates make significant but broad changes to the Google search algorithm. The benefit? These updates make search results more and more relevant to each user, with higher quality pages and more authoritative content links. The problem? After core updates, some businesses can find themselves bumped down SERPS and a drop in their traffic. ## **What does this mean for businesses?** “One way to think of how a core update operates is to imagine you made a list of the top 100 movies in 2015. A few years later in 2019, you refresh the list. It’s going to naturally change. Some new and wonderful movies that never existed before will now be candidates for inclusion. You might also reassess some films and realize they deserved a higher place on the list than they had before.” Whilst I wish I’d made that analogy up (it’s a good’un), that one comes straight from Google. The ranking of pages naturally varies as new, shiny, better pages are created. Yes, the Godfather is an excellent film, but some people would rank The Irishman higher now that they’ve seen it. Are they both great films about the mob? Yes. As Google says, “the list will change, and films previously higher on the list that move down aren’t bad. There are simply more deserving films that are coming before them.” There’s nothing necessarily *wrong* with pages that slide down rankings after a core update. All that’s happened is that they’ve been reassessed against web content that has been published since the last update, or even content that was missed last time. Effects like drops (or gains!) in search rankings are common, so it’s important to pay attention to your SERPS for the next few weeks. ## **Is there anything I can do to improve my search engine rankings?** If you’ve seen your rankings drop, it’s worth scoping out which webpages are now ranking ahead of yours. Reassessing your content is a great place to start when considering how you can make your site better for searchers. Helpfully, Google has published a [list of questions](https://webmasters.googleblog.com/2019/08/core-updates.html) you can ask yourself to find out what you can improve on your pages. Ultimately, businesses should seriously consider [enlisting the help of professional content marketers](/okf/page/content-copyrighting.md) to make sure that their page content is the best it possibly can be. --- ## The Impacts Of AI On Social Media Marketing # The Impacts Of AI On Social Media Marketing Artificial Intelligence (AI) has become an essential tool for modern marketers, greatly enhancing strategies and boosting overall marketing effectiveness. This article explores the diverse ways AI is used to create successful outcomes in [social media marketing](/okf/page/social-media-management.md). ## How Does AI Enhance Social Media Marketing ### Precise Customer Segmentation: AI plays a vital role in categorising customers by: - Analysing extensive data - Recognising complex patterns - Grouping individuals based on various factors: demographics, behaviours, preferences, and purchase history. This data-driven approach allows marketers to customise messages and campaigns with remarkable accuracy for specific target audiences. By using AI to analyse datasets and segment customers, you can increase the success rate of your targeted content; converting more customers or generating more leads. H3-Tailored Experiences: Personalisation is a key element in all channels of marketing, and it is well known that it is essential to target ads and content to an audience that will resonate and respond well. Empowered by machine learning, AI can personalise the online experiences for a wide range of recipients. By deeply understanding customer data it predicts preferences and suggests custom content, products, or offers, fostering strong connections with consumers. H3-Future Insights: Delving into historical data, AI identifies trends and patterns that unlock predictions about future customer behaviour, market trends, and campaign outcomes. These valuable insights help marketers refine strategies, optimise resource allocation, and make informed decisions. Being one step ahead of the market can ensure that you have planned and created content ready to post are the most advantageous time and stay ahead of the trends. ### H3-Cognitive Chatbots and Virtual Guides: Real-time customer interactions are transformed through AI-driven chatbots and virtual guides. These innovative systems promptly respond to enquiries, provide recommendations, and assist with purchases, enhancing customer support, and engagement, and delivering tailored interactions round-the-clock. ### Mastery of Natural Language: Knowing how your audience is responding to your content is crucial for ensuring the ongoing success of your organic social media and paid ad campaigns. Natural Language Processing (NLP) enables marketers to analyse customer sentiments, opinions, and feedback from social media, reviews, and surveys. This invaluable information helps monitor brand reputation, understand customer needs, and improve overall customer experiences. ### Automation: The phrase ‘time is money’ is commonplace across all industries and sectors, and AI can serve as an efficiency tool, automating repetitive tasks like lead nurturing, and social media scheduling, ad copy writing and much more. This automation frees marketers to focus on strategy and creativity while maintaining consistent and timely customer communication. ### Ad Targeting and Optimisation: It is imperative that you make informed choices when placing budget behind advertising on social media, so it is spent efficiently. AI-driven algorithms meticulously study user behaviours and preferences, resulting in refined ad targeting and delivery. This expertise enables marketers to automate bidding, ad placement, and audience targeting, leading to highly effective and streamlined advertising campaigns. While these applications of AI are excellent uses for this innovative technology, it is also crucial to emphasise that while AI undoubtedly enhances marketing strategies, human insight remains vital for interpreting outcomes, setting goals, and upholding ethical considerations of artificial intelligence. ## Impact of AI on Social Media Marketing AI's impact on social media marketing is undeniable, with its ability to analyse data, enhance personalisation, and streamline processes. While limitations exist, strategic implementation allows marketers to harness AI's benefits for successful campaigns. Examples of AI's success in social media marketing are countless as many businesses and brands have begun to integrate AI into their systems. Coca-Cola creatively employed AI to craft engaging content aligned with prevailing social media trends and Sephora integrated AI-powered chatbots for personalised interactions and insightful recommendations. ## Social Media Management and PPC Campaigns Our organic social media management team at Bigwave can help to build your social media presence by delivering rich, timely and effective content alongside expert strategies that deliver results – allowing you to focus on what you do best. If you seek an added push for your digital marketing strategy, our Paid Media team is here to assist. We can promote your brand through focused paid ads on various platforms, including social media. By utilising data and our expert insights, we generate leads, visibility, and conversions for your marketing campaigns. If you would like any further information on the services that Bigwave provide, please feel free to [contact us today](https://bigwave.co.uk/contact/) to discuss how we can help you. --- ## The importance of checking your web forms Customers are the lynchpin of every business. They buy your products, spread happy thoughts and provide necessary feedback on your services. For that reason, it’s important to cultivate your relationship with them. Nevertheless, amid the humdrum of daily operations, it’s easy to forget that communication is a two-way street. Sure, face-to-face, it’s simple. But with the lines of communication ever-expanding, you need to be monitoring interaction through every channel. Despite their popularity, website contact forms seem to take the biggest hit in this regard. ##### **Why are they so handy?** A contact form is, as it says on the tin, a form built into your website through which users can submit queries. These can be on anything from feedback to information requests, job applications or questions. Built in line with your branding, contact forms are as visually appealing as they are practical. They ensure high-standards of professionalism and are more convenient than email. Drop-down boxes providing numerous options, such as a complaint, request or question, removes some of the legwork for users, encouraging more and more people to get in touch. Contact forms are appealing; reduce spam and are user-friendly and straightforward. If you don’t have them on your website then it’s certainly something you should be considering. If you do have them, then it really is crucial you scan your eyes over entries frequently. ##### **Fine-tune your customer service** More often than not, submissions will direct into your email account or be stored in the back-end of your website. This is usually dependent on your preference, so check them and respond accordingly. The easiest way to do this is to set some time aside each day to make sure this happens. Why not make it your first task in the morning? Ensure that the relevant business functionalities are aware that they will need to be ready to answer queries in a timely manner. For example, if you’re a busy leisure facility, it might fall on your instructors to answer any questions on group exercise classes. Above all, remember that it would be awful to think you’re losing out on potential customers or affecting your relationships with your current ones over your customer service. At Bigwave, we’re well-versed in best practice for implementing web forms. If this sounds like something you’d be interested in then get in touch today – ironically on our very own [contact form](/contact/)! --- ## The importance of keeping up with browser technology (and how it's actually really easy) Occasionally you'll find someone who uses Internet Explorer 8 (IE8) as their standard web browser. The most recent version, however, is IE11 - making IE8 now 6 years old. To put that into perspective, IE8 was pre-smartphones! In an industry that moves as fast as web and IT technology, 6 years is a long time but some people are still using IE8 to do their important business and work. IE8 is in fact being decommissioned by Microsoft and support is being suspended as of January 2016. All too often people leave the web aspect of their businesses in the shadows - the equivalent of writing emails on a type writer and sending them in the post - yet this web software is easily available, for [free](http://browsehappy.com/)! So, why is this the case when most of us work in a modern office, have a smart phone in our pocket and a SatNav in the car? Often the answer is either that the IT team are unable to update every computer in the building or the end user simply doesn't hit the upgrade button. As of January 2015, [85.3% of online browsers](http://www.w3schools.com/browsers/browsers_stats.asp "browser statistics") are using either Google Chrome or Mozilla Firefox - both are excellent applications which we use here at Bigwave as primary browsers in our digital department. Failing to keep up with technology is failing to fully utilise the best aspects of the web to reach the market. If your website is not kept up to date and fresh it can soon appear dated to potential customers. Our most recent Bigwave web designs incorporate the latest techniques; From [side scrolling](http://bcrassociates.co.uk/ "BCR Associates by Bigwave Media") sites to [parallax pages](http://www.gvmm.co.uk/services "GV Multi Media by Bigwave Media") and even [monthly subscription portals](http://sam.celebritytraining.co.uk/ "Celebrity Training by Bigwave Media"). We forward plan when we design and market sites, but sites don't need to be and shouldn't be complicated for users. Most Bigwave websites come with a straightforward Content Management System (CMS) for website managers, giving them the tools to update and refresh a site's content. From web design and build to [social media content creation](http://www.bigwavemedia.co.uk/social-media) and [email marketing](http://www.bigwavemedia.co.uk/emarketing), we can provide a wide range of digital marketing solutions that can put your business at the forefront of the online marketplace. To find out more about how we can improve your online presence, [get in touch](mailto:%20simonbeer@bigwavemedia.co.uk) or tweet us [@bigwavemedia](https://twitter.com/BigWaveMedia). --- ## The Importance of Print Marketing **Though it's been around for decades, print marketing is still one of the most effective ways to reach your target audience. However, with the evolution of social media and technology, many believe that the use of print media has fallen on the back burner and is no longer effective, but this is a myth.** We discuss the benefits and importance of print marketing, the types, and how to use it in your marketing strategy to grow your customer reach and business. So, if you're looking for a tried-and-true marketing strategy that is guaranteed to work, read on! ## **Why Print Marketing is Important for Businesses** It's still essential for businesses to incorporate print into their marketing strategy for several reasons. First, print is tangible. People can touch and feel it, which creates a more personal connection with your brand. Second, print has a longer lifespan than digital media. It's not easy to forget or delete like an email or social media post. Lastly, print is highly customisable, which means you can tailor your message to fit the needs of your target audience. ## **The Types of Print Marketing** There are several types of print marketing, so let's go into detail about some of the most popular: ### **Direct Mail** Direct mail is a great way to reach your target audience - sending them physical pieces of advertising such as postcards, flyers, or brochures. It's important to make sure your direct mail is personalised and relevant to your customers, or they're likely to toss it in the bin! ### **Brochures** Another type of print marketing is the legendary brochure - they have a sticking power! The key to creating a good brochure is design. Brochures are excellent for providing in-depth information about your product or service, and they can drive traffic to your digital content like your website or social media channel. ### **Point of Purchase** Next is point-of-purchase or in-store marketing. This type of marketing is used to create awareness and drive traffic to your physical store location. It can include signage, displays, and even samples or demos of your products. ### **Business Cards** Business cards are essential for face-to-face networking. A well-designed business card can help make a great first impression and leave a lasting impression. ### **Print Advertising** Finally, there's print advertising. Print advertising includes ads in newspapers, magazines, and other publications that should be designed with the reader in mind. It's important to choose the right publication so you can target the right audience, or you'll end up wasting your money. You will find there are several other types of print marketing, including catalogues, promotional vouchers, and stickers. ## **Using Print in Your Marketing Strategy** Now that you know a little bit more about print marketing, let's see how you can use it in your own marketing strategy. Start by creating a buyer persona. This is a fictional representation of your target customer, so you can tailor your marketing messages to fit their needs. Once you have a buyer persona created, identify the ways they're most likely to use to find information about your product or service. Then, you can target those prospects with print marketing materials you know will appeal to them. If you're targeting older customers, consider a simple and traditional design for your print materials. If you're targeting younger customers, use a more modern or vibrant design. Be sure to include your contact information, so your audience can easily reach out to you if they're interested in learning more. You should also include any links or QR codes that will drive traffic to your online content such as social platforms or product pages. Once your design is ready, you can think about how you are going to distribute your print adverts. You could send them directly to your customers, or you could put them in public places where your target audience is likely to see them. ## **The Benefits of Print Marketing** Even though digital marketing is very powerful and effective, print possesses significant advantages that are irreplaceable by digital techniques. In fact, print can increase ROI by up to 240 per cent. Other benefits of using print in your marketing strategy include: - Increased brand awareness, reputation and relationship building - Improved response rates and engagement - Enhanced customer loyalty - Greater perceived value of your product or service - Increased reach to your target audience - Greater flexibility on where you can distribute print material - Increased longevity Incorporating print into your marketing strategy can be a great way to reach more customers and grow your business. It's a tried-and-true marketing strategy that still works today, so don't be afraid to give it a try! --- For print marketing, check out our [**print design**](/okf/page/print-design.md) and [**print procurement** ](/okf/page/print-procurement.md)services at Bigwave Marketing. --- ## The Importance of your Website Design. As 2015 is well and truly behind us, we thought that it would be the perfect time to say goodbye to the old Bigwave site. We’ve upgraded and thought we would write a blog post on the importance of your website design. Having an impressive website design that portrays your brand is one of the fundamental factors in recruiting and retaining your customers. It is important to have a simple yet effective website that is clearly navigational to the user and isn’t cluttered. As well as the creative design elements of a website, it is also important to take into account User Experience and User Interface. User Experience (UX)This is pretty self-explanatory, it’s the experience of the user when navigating around the website, if your website is confusing then the user could quickly become confused which would hinder the chances of them returning. Every user on your website has an objective, whether this be just to browse or to buy your service. It is a critical factor in securing a successful website, as if the user cannot complete their objectives then they will merely leave the website with the possibility of not returning. Another factor in the user’s experience on your website is how easy is it for them to complete simple tasks? For example, on the Bigwave site, if the user is looking for a quote, then there is a quick quote form on the main page for user to navigate to. If your website uses loads of graphics which looks athletically pleasing this is great creatively, but you have to remember that this will increase the loading time of the website. If your website takes more time to load, this will increase the chance of your users leaving the site. User InterfaceThis is concerned with how easy you can make the website do what you want to do, this would include windows, icons and pop-up menus. It also includes the positioning of elements in the place where the user expects them. For example, contact in the top right hand side of the website, social media links at the bottom of the website. It’s very important to match your website with your branding, this includes colours, logo and font, this way, when the user enters your website, they will recognise the brand and will therefore continue on the site. By matching your website to your branding, this will increase your brand equity as you’re keeping the brand consistent throughout the different platforms and will increase trust between the user and your company. Bigwave media, [website design agency Exeter](/okf/page/website-design-agency-exeter.md) creates designs tailored to suit your business’ requirements, for an informal chat about your digital design requirements please fill out our [contact form](/contact/) or give us a call on 0845 643 2385. --- ## The key to a healthier marketing campaign for leisure The leisure industry is a dream for creative-headed marketers. It’s fun, thriving and opportunities to get imaginative are ever-abundant. But this comes as a bit of a double-edged sword of sorts. Competition amongst fitness facilities is fiercer than ever. As such, effectively communicating all the wonderful things on offer at your leisure facility has never been more important. The odd poster here and there simply won’t cut the mustard – you need a campaign. ##### **Spreading the message** Whether you’re offering a discounted rate or a seasonal offer, your aim is to embed yourselves in the mind of your prospects, with the end goal of converting to a membership. Campaigns allow you to do this by promoting one specific message, branded in a particular way, across a variety of mediums. We’re talking flyers dished out in prominent locations, email messaging, social media - the choice is plentiful. But you won’t get your prospects chomping at the bit without a successful plan in place. We suggest you consider the following: ##### ***How can you outsmart your competition?*** People will go for the best offer they see. If your facility is offering a no joining fee deal, but the gym down the road is offering the same plus one month free, which do you think people will pick? Identify your key unique selling points and exploit them. Then do some research and come up with an idea to knock the socks off your prospects. ##### ***Ascertain key points in your calendar*** We know that the New Year and the run-up to summer are go-go-go for obtaining new members. What about gym anniversaries or bank holiday flash sales? These are the points at which competition is lessoned so it’s an unmissable opportunity to catch the eyes of prospects. Put together a list of handy dates throughout the year. ##### ***Know your demographics and advertise accordingly*** Which area is your message going out to, and to whom? Are you looking to reach new members? Perhaps retaining members is your focus so your goal is to reward then – therefore there’s no need to promote to your message to Joe public. Once you know this, you can start thinking about the following… ##### ***Budget wisely** After you’ve set your goal spend, you need to divide it amongst the differing channels. Decide what will likely deliver the best return on investment and reach the most relevant audience. Consider costs like printing and how much you would be willing to spend per day on paid advertising through search engines – if you’re unsure, give our experts a call. ##### ***Monitor thoroughly*** We’re in an age now where we have a wealth of information at our fingertips. Use this data wisely and adjust your efforts accordingly. If you’re getting sign-ups through one channel above all others, it may be worth shifting your budget accordingly. Alternatively, get our marketing team to do the hard grafting for you. Find out more now on how Bigwave media can revive your marketing efforts. Get in touch at . --- ## The many faces of Facebook: How has the platform changed? On February 4th, 2019, the first iteration of the ubiquitous social media giant, Facebook, turned fifteen years old. While formerly known as ‘TheFacebook’, (the ‘the’ was retroactively dropped in favour of the sharper, more stylish moniker it goes by today) the company’s meteoric rise and perpetual success has borne fruit both sweet and sour during the interim. Whilst its recent rocky relationship with both government and press has made headlines the world over, the sheer dominance of the social media platform still reigns supreme and Facebook can now be considered among one of the world’s top four biggest tech firms (alongside Apple, Amazon and Google). The mere fact that it can be talked about alongside such well-established firms, speaks to Facebook’s transitioning and ever-evolving dynamic. ### **Greatness from small beginnings** Indeed, in its short existence, it has risen from a small project by a psychology major within one of America’s most prestigious institutions, to that of a global, mainstream and omniscient social media platform upon which, the foundations of modern-day society are frequently and ever-increasingly found to have been built on. Make no mistake, Mark Zuckerberg, the company’s Founder, Chairman and CEO has crafted something truly special, a once in a lifetime accomplishment. That may sound like an exaggerated statement, but when you really think about it, the reality of the matter comes into much sharper focus. Without Facebook, my job title would likely not exist. At the very least, the everyday interaction and dynamic of my role would be drastically different. Without the platform in which it operates, Facebook Ads would cease to be a reality and in turn, almost half of my workload would disappear faster than Spider-Man’s ashes at the end of Avengers: Infinity War. Alas… what could have been. Nerdy analogy aside, the point remains, Facebook is a foundational point of call for many people the world over in their day-to-day lives. ### **Adaptability and usability** Part of Facebook’s versatility and indeed, its usability, comes from the company’s chameleon-esque ability to adapt and reinvent its significance to match present need. This was apparent even during its formative development. When you consider that Facebook itself was borne out of something called ‘Facesmash’, (yet another Zuckerberg creation) its continuous development and altering nature is more readily apparent. As Facebook’s population continued to grow, so did its ambition, bringing with it a litany of changes over the course of several years that consistently kept the platform fresh, engaging and most importantly, relevant. For example, while it may sound inconceivable to imagine, the unmistakable ‘thumbs up’, like button that is so intimately attached to Facebook’s brand and image didn’t come into practice until 2009. Similarly, as the world became increasingly better connected, and as smartphones grew in popularity and internet providers became more stable, instant messaging was introduced. Hyper-connectivity had truly arrived, and it would prove to be the core principle that would forever underpin Facebook and its development. In this ultra-digital age, the communication, connectivity and conveyance of news, information and the latest trends can permeate the digital space in a matter of seconds. Circulation of rumours, gossip and speculation can be distributed in the time it takes to blink and Facebook not only provides ways to share this information but now also enables others to share, react and comment upon such tantalising titbits of the typed word. From purely aesthetic means to nuanced and ingenious additions, Facebook has always been a social media platform with its ears strongly pressed to the ground upon which its audience walks. While listening to the numerous reverberations of the ensuing footsteps, Facebook has been able to project, predict and plan what the future will hold for the company while reacting and responding to the needs and desires of its ever-increasing userbase. ### **The future focus of Facebook** I suspect that we’ve not seen the end of Facebook’s continuously altering character and in the wake of numerous public controversies in recent years, I would imagine that we’ll see drastic and well-integrated changes and developments in the coming months and years that will be tailored directly at us: the consumer. I’ve only scratched the surface of the numerous changes Facebook has seen to its platform over the span of its fifteen-year lifetime. Regardless, it only takes a short visit to the site to truly witness how far it has come. I’ve been a user of Facebook for almost half of my life and in essence, I am very much a part of the Facebook generation. There is no doubt in mind that we are the ‘guinea pigs’ of this newfound digital space, the liminal cohort of millennials that will one day look at the Facebook of the future and stare in awe at how far it will have come and the further changes and strides it will have made. ***Final thoughts:*** ***If you’ve not seen ‘The Social Network’ helmed by David Fincher and this blog has interested you in even the slightest, I strongly recommend you check it out. The film is superb… Alex out. Until next time.*** --- ## The Power of Networking **Building connections with the right people in your industry is an important concept when understanding the role of networking. Networking works in many different ways, locations, and situations.** In this blog, we discuss the benefits of networking for your career path, as well as explain its common misconceptions. In addition, we advise you with the best options as to how you can become a champion at networking and its events. ## **What is networking?** Networking involves meeting new people who share the same profession and interests or who work in the same industry as you. Networking is a great concept as it involves exchanging information and ideas between professionals and aspirers alike. Networking can happen in many different places like at events, offices, and industry associations. It usually occurs in a casual business setting to help people feel less intimidated about meeting people they haven’t met before. The aim of networking is for people to connect and help each other to grow within their careers. It is important to have good intentions in supporting both your own and others’ careers when attending networking events. ## **Why networking is important for businesses and still relevant in an online world** There are many reasons why networking is important for your own career path as well as for the business that you are working for. One of which is that it can increase your social confidence and wellbeing, helping you build strong relationships and lifelong friends. Networking can bring interesting opportunities your way, so building relationships is key to making huge strides within your career as well as within your company. ## **Tips on how to champion networking** It is important to understand how you can use the skills of networking to the best of your ability. It is obvious that networking can aid in landing new clients and help your future hiring. A big mistake that people often make is giving before they receive it. A simple gesture of forwarding an informative article to someone can further that person’s interests. This will show that you are really investing in a relationship with someone. It is also important to show credibility. You can ask for a strategic introduction by using online social platforms like [Facebook](https://www.facebook.com/) or [LinkedIn](https://uk.linkedin.com/) to grow your contacts and get in touch with people directly. It is important to explain what you are wanting from the contact that you have found. This may be that you are a big supporter of their business and that you are looking to build a strong relationship with a member of their team. From this, you can then ask if it is possible to be introduced at your upcoming networking event. Additionally, the quality of your relationships is also important. Creating an action plan for your personal or company goals is a good way to achieve quality. Noting an individual's strengths and interests will help you to develop a strategy as well as find help from the right people. ## **How to use networking in your marketing strategy in 2022** Nowadays, there are many ways to network with other businesses and companies, like attending in-person events as well as virtual networking events, since this has been highly established because of COVID-19. Although online networking may not be as personal and intimate as real-life events, it is still beneficial and a powerful tool. You could also argue that it gives you more opportunities to meet people from all over the world, where in some circumstances it may not be possible for you to meet in person. Digital marketing networking can have a huge impact on the success of your business. Using multiple different digital channels that consumers regularly engage with can improve the conversion rate of your company. Another way of improving your networking is by following up with people you have met, which can be done through a virtual meeting. This is highly important as following up with people you have met networking is key to coming up with a strategy for developing real relationships. ## **The dos and dont’s of networking** It is often noticeable that networking isn’t just about meeting new people but the right people to build success in any business. To build a strong network of contacts, you should consider sharing your own knowledge and expertise with others. Helping people to grow should be a vital aim for making strong business connections. Being open-minded will allow you to be open to more opportunities for yourself and others, as often opportunistic thinking may lead to prioritising winning and selling to lots of people. Creating a good first impression is also important when you are meeting new connections. In addition to this, be careful not to overshare information, as you don’t want to discuss failures or opportunities that haven’t been confirmed as a possibility. Consider sharing information that people will need to know about yourself and your business, for them to understand you and the possibility of working with you. Networking is well-suited for all kinds of businesses, brands, and companies. The tool of networking will help you benefit from long-term results as well as immediate results if you are an established networker. Remaining personal, connected, and credible can give you great results. --- To find out more information about our digital marketing services, you can contact us [here](https://bigwave.co.uk/contact/) today. --- ## The Power of Networking Despite the rise of digital marketing, traditional marketing methods are still valuable, and one of the longest-running traditional methods is network marketing. In this blog, we look at what network marketing is, why it can help benefit your business, and how. ## **What is Network Marketing?** Network marketing is a type of business model in marketing that is dependant on person-to-person or direct sales of a product or service. Network marketing is a way of “networking” with potential customers, so it requires excellent communication, and it can be an extremely effective offline, traditional marketing strategy.## **Why is Networking Important for Your Business?** There are many reasons why networking is important for businesses. For one, it can help you build relationships with potential customers. When you have a good relationship with someone, they’re more likely to do business with you, trust you, and end up loyal, long-standing customers.Networking will also help you grow your brand. When you meet new people and talk about your business, you’re helping to spread the word about your company and what it does. This can ultimately lead to more customers and sales for your business. If you’re not already networking, now is the time to start. It’s a powerful marketing tool that can help you grow your business in many ways.## **How Do You Network with Others?** There are a few different ways you can network with others. One way is to attend events where you’ll meet new people, from trade shows to business networking events.Another way to network is to reach out to people you know, whether it's your friends, family, or even business contacts you’ve met in the past. If you have a good relationship with someone, they may be willing to introduce you to other people they know who could be potential customers or partners for your business.## **The Advantages and Disadvantages of Network Marketing** There are both advantages and disadvantages to network marketing. Some of the benefits include:- It’s a way to reach new customers you wouldn’t otherwise have contact with. - It can help you build relationships with potential customers. - It can generate leads for your business. - It can help build your brand. Some of the disadvantages include:- It can be time-consuming. - You may not always get a positive response from people you approach. - Some people may view it as spamming. If you decide to try network marketing, keep these disadvantages in mind. But don’t let them dissuade you – the advantages can be well worth it for your business.## **Bigwave’s Top Tips for Networking** ### **Do your research** Before you attend any networking event, make sure you do your research. Find out who is attending and understand the roles in the industry to help you know who to talk to and what to say when you meet them.### **Dress for success** First impressions are everything. Dress in a way that demonstrates your professionalism, but also doesn't make you feel uncomfortable. ### **Make a plan** When you go to a networking event, have a plan; know who you want to talk to and what you want to say. This will help you make the most of your time and meet the people you need to meet.### **Bring business cards and other print marketing materials** Business cards are a must-have when you’re networking. They make it easy for people to get in touch with you after you’ve met them. Make sure your business cards are high-quality and include all your contact information. You can also hand out leaflets, brochures, and other print marketing materials. Remember to include a QR code or a CTA to direct people to your online marketing.### **Be a good listener** When you’re networking, it’s important to be a good listener. People will appreciate it if you take the time to listen to them, and listening will give you a better understanding of their needs and how you can help them.### **Follow up** After you’ve met someone, make sure you follow up with them. Send an email or call to thank them for their time. This will help you stay top of mind and make it more likely that they’ll do business with you in the future.## **Creating a Network Marketing Strategy** If you want to be successful at network marketing, you need to have a strategy. You can’t just go out and start talking to people randomly – you need to have a plan.Here are a few things to keep in mind when creating your network marketing strategy:- Who is your target market? You need to know who you’re trying to reach with your marketing. What are their needs and what do they want? - What are your goals? What do you hope to achieve with your network marketing efforts? Do you want to generate leads, make sales, or build relationships? - What is your budget? You need to have a budget for your network marketing efforts. This will help you determine how much you can spend on things like business cards, advertising, and events. - What is your timeline? When do you want to achieve your goals? Set a realistic timeline for yourself so you can measure your progress. - What are your methods? How are you going to convince your target market? How will you encourage them to visit your online channels? - What are your materials, and will they help you reach your target market? This could include things like business cards, flyers, or website content. - What is your call to action? What do you want people to do after they’ve seen your materials? Do you want them to call you, visit your website, or come to your office? By following these tips, you can create a network marketing strategy that will help you achieve your goals. Just remember to be clear about your objectives, and don’t be afraid to ask for help from your network.To find out more about traditional marketing techniques, why not **get in touch with our experts**? **Bigwave Marketing** is a full-service traditional and digital marketing agency that helps power businesses and boosts their creative flair. --- ## The Power of Team Building With this year's [Exeter Business Games](http://exeterbusinessgames.co.uk/competitors) (Bigwave's answer to the Olympics) now over until next year, we're taking the opportunity to reflect on the value of corporate team building. We all know how important it is to keep clients and customers satisfied, but it's not uncommon for the heart of an organisation - its employees - to sometimes be overlooked. So what is it that makes team building so much more than just a chance to escape the office? Here's our take: **1. A chance to socialise** Busy schedules and set workplace layouts can often mean some workmates rarely cross paths with one another. By getting involved in a team building event as a company, these barriers are broken and Jim from Accounts can get to know Sarah from the Finance department on a level playing field (perhaps literally). **2. Boost moral** The clue's in the name - partaking in "team" building activities will enhance your "team" spirit. It is a well-documented fact that feeling part of a group leads to increased motivation and performance. Team building events can provide the perfect opportunity to show mutual respect and support for one another, which will work wonders on individual confidence and collective performance. **3. Networking** Like [Exeter Business Games](http://exeterbusinessgames.co.uk/), many team building events provide the chance to mix with other organisations. Raising your brand profile, forming relationships with like-minded businesses and even the possibility of creating new leads can be part of the team building experience. And, of course - a dose of healthy competition can heighten natural cohesion amongst your own team members. **4. FUN** Nothing releases endorphins like a good old competitive event. The buzz that comes with taking part in physically and mentally stimulating activities allows employees to kick back, learn new skills and break up the (sometimes inevitable) monotony of a 9-5 day in the office. With new experiences come new ideas and thought processes. Changing dynamics at a team building event could provide that light bulb moment for improving performance and increasing productivity once you're back at work. **Walking the walk...** ![](https://bigwave.co.uk/wp-content/uploads/2024/03/Michelmores_2015_300x225.jpg)As well as running Exeter Business Games, here at [Bigwave media](http://bigwavemedia.co.uk/) we love getting involved in team activities ourselves. Our latest events have included the gruelling 10K [RockSolid](http://blog.bigwavemedia.co.uk/content/2015/team-bigwave-finish-rocksolid/) race and the [Michelmores](https://www.facebook.com/bigwavemedia/photos/a.10152855167354448.1073741830.325155744447/10153545977344448/?type=3&theater) 5K Charity run to name a couple. They don't all have to be physical; "thinking outside the box" was the main aim at our first [Bigwave Hack ](http://blog.bigwavemedia.co.uk/content/2014/bigwave-hack/)event, where we took time out to get our creative juices flowing in unfamiliar territory, by coming up with innovative business ideas designed to disrupt existing markets. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/CFhXJaWWEAACUfE_1.jpg)Since our new [Ping! Exeter ](https://www.facebook.com/pages/PingExeter/1109235832426524)[ping pong table](https://www.facebook.com/bigwavemedia/photos/pb.325155744447.-2207520000.1436515374./10153471705779448/?type=3&theater) arrived from [Active Devon](http://www.activedevon.org/), we've been making full use of our lunchtimes by having an office tournament! And now that the Great British weather has eased off for a few months at least, we're looking forward to our annual Bigwave Summer BBQ. We've even rounded up a Bigwave [rounders](https://www.facebook.com/bigwavemedia/photos/pb.325155744447.-2207520000.1436515374./10153566713434448/?type=3&theater) team (excuse the pun), making the most of the evening sun every Thursday by joining Exeter's [mixed social league](https://www.facebook.com/exeterrounders?fref=nf), organised by Active Devon as part of the [Workplace Challenge](http://www.workplacechallenge.org.uk/activedevon/). Sounds like fun? [Join our team](http://bigwavemedia.co.uk/about-us/jobs) - we're currently recruiting! You can register your interest in [Exeter Business Games](http://exeterbusinessgames.co.uk/) by completing the [contact form](http://exeterbusinessgames.co.uk/contact-us) for the 2016 Games. Not based in Exeter? Watch this space - [UK Business Games](http://www.ukbusinessgames.co.uk/) is coming to a city near you, soon! --- ## The Ultimate #TeamBigwave Back to Uni Guide Your summer exams are all but a painful memory, the holidays are a blur, and just as quickly as you broke up for summer, it’s time to get back to University to start the new Academic year! Whether you’re in your first, second or final year of Uni – the coming year can seem a bit like stepping into the abyss. You may have started University with a clear vision of your ensuing career, or pursued a subject out of passion without any kind of career strategy. Whatever your motivation for choosing your degree, over the course of your studies you are bound to question your coming years. Don’t worry – you’re in good company! We’ve all been there. Graduates at #TeamBigwave studied a wide variety of subject areas, from Journalism to Equine Business Management, and we wanted to pull together some tips for students going into their next year at University, and beyond! Whether your degree is in Marketing, Design or Web Development, we’ve been there, sent our mortarboards skywards and set off on the path of our chosen professional career. We wanted to pass on a bit of advice that we thought might help you through. Enjoy, and all the best for the rest of your studies and further career. Tweet us [@bigwavemedia](https://twitter.com/Bigwavemedia) and let us know how you’re getting on! We’d love to hear from you. **Beth Markey** // Account Manager // BA (Hons) Journalism @ Southampton Solent University - Book a career counselling session, even if you know which direction you want to head. - There’s no such thing as too much advice. If a certain aspect of marketing appeals to you then find out everything you can about that area. Gear your dissertation in that direction. - Start looking at companies that interest you and ensure that your CV is up to scratch. **Simon Beer** // Digital Director // BSc (Hons) Electronic Imaging & Media Communication @ Bradford University - Find something you are passionate about and throw your entire being into it – even if it is unrelated to your course. Adopt the ‘T-Shaped’ philosophy – where you specialise in a certain field but can collaborate across a broad range of arenas with experts in their own fields. - A gap year in industry may seem like it will add a year and prolong your education but the benefits of joining a company in a field that interests you could be incredibly beneficial. You may find it is not actually the career for you or you may love it and end up getting a job offer once you have graduated. Either way, it will strengthen your skillset and give you valuable practical experience putting you at an advantage when you hit the recruitment market. - Get a credit card. - Never again will you be in a situation where there is such a vast cultural and compact base of opportunities and engagement with people, places and experiences. Make the most of it, be adventurous – join a society, start a club, sign up for a sports team. A keen interest in something outside of your course subject may lead to an unexpected career pathway. - Pasta is your friend. - Consider signing up for [Mystery Shopper](/okf/article/the-ultimate-teambigwave-back-to-uni-guide.md) programmes. It’s a great way to get some hard cash or try free products/services. You could end up eating and drinking for free. - Use your NUS card for discounts! **Wayne Morrish** // Graphic Designer // BA (Hons) Graphic Design @ Cardiff Metropolitan University - In interviews and work placements be confident, smart and make sure your CV and portfolio is strong, up to date and looks good! **Jennifer Cant** // Web Developer // fDA Visual Communication @ Arts University Bournemouth - At the very least learn the basics of all industry standard design software. Photoshop, Illustrator, Sketch, etc. - Learn as many digital skills as you can. More and more companies want multi-disciplined workers, and the digital/web industry is growing exponentially. - Learn the basics of the web and definitely learn digital design. HTML is easy to pick up with free sites like [Codecademy](https://www.codecademy.com), or paid sites like [Team Treehouse.](https://teamtreehouse.com/) - In design/web you absolutely need a portfolio to prove your skills when applying for jobs, even if its invented/self-assigned projects. **Becky Cooper** // Account Manager // BA (Hons) Marketing Management @ Kingston University - Go to your first week lectures, otherwise you’ll get stuck doing group coursework with the other people who missed them (permanent freshers and lazy bums). - Do the suggested reading – it’s really embarrassing being called out to answer a question and having no clue what the lecturer is on about. - Ask questions in lectures – there are probably 100 other people too scared to ask the ‘silly’ question – be the hero and ask it! - Don’t leave all your assignments until the last minute and make sure you get people to have a read through. There are loads of systems in place at uni to have lecturers/other students to read through assignments and give you advice - make sure you utilise them! - Look around for the recommended text books before buying them – you can quite often find them online or through the previous years’ students saving yourself some much-needed money after you’ve spent a month’s allowance in the first week! **Jeff Ball** // Graphic Designer // BA (Hons) Media Studies with Art and Design @ Marjon Plymouth - Make the most of time on campus/in the studio environment getting advice from tutors/mentors etc. - Make sure you nail down a strong subject for your dissertation – get guidance from lecturers. - Don’t get hung up on the level of degree you achieve. Just having a degree is a massive help with getting a job. Experience is more important. **Dominic Trewin** // Account Manager // BA (Hons) Film and Television Studies @ Brunel University - No experience should be seen as bad one, even if you may not have enjoyed it, these experiences will help guide you to something you truly enjoy. - Start reading some of the free industry blogs available. The marketing/design industry and their technologies/practices are forever changing. Different perspectives/writing styles can really help challenge your own perception on certain topics. Also the more you read the more you find out if you have a true interest in the industry. - If friends/family/friends or friends have a small project/site/product they need help marketing jump at the opportunity. There may seem pressure because of your inexperience but at the end of the day, you are probably doing it for free or a small fee so don’t put too much pressure on yourself – just absorb as much as you can and kick-start your professional development. - Start something personal to you that you have a true interest in i.e. blog, website and use it to learn about the different elements of marketing. Having an interest in photography, I decided to do a little reading on web development and with the help of the CMS platforms available, started building a website to display my photography work. As a result, I’ve not only learnt about web development UI/UX, SEO, copywriting but even picked up freelance work from doing so. - When you land you first job, don’t seclude yourself to your own department/team. Although there is obviously cross team collaboration, take interest in other teams work/process/practices. There may be parts which are irrelevant to your personal responsibilities but there could be something which could help with you own work or even spark a new idea for better practice. Starting out the industry talking to other teams/colleagues also gives you a chance to see what responsibilities they have and could even open your eyes to a different career route you would like to go down. **Erika Smith** // Senior Graphic Designer // BA (Hons) Design Studies @ Southampton Solent University - Get **RELEVANT** work experience – start organising it early (now) to get a good one. Or if you can’t get relevant work experience travel instead. - Learn to make a few dinners you can freeze, and then defrost and use during dissertation time. - Try something new - hobby, sport, society etc. - Most of all enjoy yourself. **Emma Cottle** // Digital Account Manager // BA (Hons) Equine Business Management @ UWE - Take comprehensive notes during lectures – then when it comes to writing the assignment, half the work is already done. - Get some work experience in different industries during your degree – this will give you real-world experience and help you to decide on your career path after you graduate. - If you’re unsure of what area of marketing you want to go into, chat to some of the lecturers who have inspired you. You may be surprised by how varied their careers have been before getting into teaching. - Take the time to read around your chosen subject – this will be invaluable to your dissertation, and also help to inform your choices for a career after graduation. Following influential marketers on social media will also help to keep you up to date with the latest marketing thinking. - Graduating from University doesn’t have to spell the end to your education – if you have enjoyed it and want it to continue, there are plenty of options! Maybe you’ve decided on your specialism and could pursue a Masters degree? Chartered Institute of Marketing qualifications are also a great way to further your development and specialism in marketing. They are also highly sought after by employers. - Enjoy it – there’s no experience quite like University! Bigwave media is a full-service marketing agency based in Exeter & Torquay providing innovative and cost effective marketing support. We’re always on the lookout for talented individuals to join our team – give us a call on 01392 492380 or get in touch via our website [www.bigwavemedia.co.uk](http://www.bigwavemedia.co.uk). --- ## The Ultimate Google Ads Guide 2022 There’s a reason ‘Google it’ has become integrated into language across the world. Google has morphed from search engine to fount of all knowledge. With over 4 billion searches per day, users flock to the site looking for products, services, answers to questions, and so much more, making it a necessary channel for advertisers around the world. You probably found us there too. So, welcome to the Ultimate Google Ads Guide 2022, an inside look at Google Ads (previously known as AdWords) and how to make the most of them. ## **Getting Started with Google Ads** Setting up your Google Ads account is easy and user friendly, so let’s skip to the fun bit: campaign creation. There are a lot of decisions to be made during the initial stages of a campaign, including objective, budget, and bid strategy. Plus, with Google’s extensive user data, you can use creative and in-depth targeting to reach the most valuable audience to you. Simply give your account a name (this won’t be visible to anyone but you), add billing and payment method along with your time zone and you have your account created. ### **What’s my campaign objective?** The campaign objective for any campaign should always be to generate a return on ad spend (ROAS), whether that is directly from an e-commerce shop on your website, through converted leads or phone calls generated from your content, or indirectly by increasing brand awareness to lead to later business (usually via YouTube Ads and Display Ads). ### **How much should I spend?** Our best advice to any new advertiser is to start with a smaller daily budget in the first month, around £5-£20 per day depending on how competitive the industry is. This will provide initial data to enable you to optimise the account whilst it’s infancy, but not too much that you’re overwhelmed and don’t know where to start! ### **Campaign structure and best practices for Google Ads** #### **Ingredients for success with search advertising** - **1 x campaign** (minimum) – Group services into campaigns. For example, a law firm might want a campaign for each sector such as family law, wills, personal injury, etc. Budgets, locations, and extensions are all set at campaign levels. You wouldn’t want everything in one campaign as it would hinder relevancy and lessen the control you have over sectors and budgets. - **2-5 (minimum) ad groups** – These should be grouped into themes. For example, high heels, trainers, and wedding shoes. - **1-5 relevant keywords** - Don’t overcomplicate keywords. Simply research what your customers are searching in Google’s keyword planner, Google search bar, or tools like [SEMrush](https://www.semrush.com/) are helpful too. Use ‘phrase match’ or 'exact match’ types initially until you know the terms that are generating business. - **2-3 text ads and one responsive ad** – Text ads are made up of three headlines and two descriptions, whereas responsive search ads are made up of 5-15 distinct headlines and up to four descriptions. These are automatically optimised by Google to ensure the best ad impact and performance. The trick with RSA (responsive search ads) is to ensure sure you are including the keywords that the user is searching for in the ad copy, along with a call to action, selling points, promotional discounts, and your brand name. Also, be sure to check all headlines and descriptions make sense individually and in a combination. > ### ***Top tip from Gemma - “Ad extensions such as sitelinks, callouts and structured snippers are NOT optional if you want to run a successful search campaign and are key to higher CTRs, lower CPC and good quality scores.*** > > ### ***Top tip from the team at Bigwave - "Always untick the two checkboxes for ‘Display Networks’ and ‘Search Partners’ at the campaign level. Leaving these ticked will hinder your click-through rates (CTR) and lessen the results you receive, as ads will show on display and in other search engines."*** ### **What is search advertising (PPC)?** We’re only covering Google, but Microsoft Ads (formerly Bing Ads) is a similar type of Search advertising that puts text ads at the top of the search engine when an individual is looking for a service or product. This can be a broad keyword, such as *‘letting agents’* or it can be a very specific 'long-tail' keyword such as *‘letting agents in London with fixed fees’*. Then, by showing relevant and strategically placed ads in one of the top or bottom 3 ad positions, the individual can see you and they can click through to your website. It is vital that businesses are visible when researching products and services. Let’s face it, if you’re not using any PPC or SEO then even Liam Neeson (from Taken) won’t be able to find you! ### **The definition of a text ad** A text ad is a form of digital advertisement pushed from Google’s Ads interface that is written by an advertiser and usually shows after a search query is inputted. This would be to promote a product or service. The advertiser pays for each click on the ad and the CPC depends on various factors such as competition, quality score and ad rank. ## **How can I write clickable, high-quality, and relevant Google Ad copy?** The main trick for writing compelling ad copy for Google is to include what the user has searched for in the headlines and descriptions. Tell them who you are, why they should visit your site, and add trust that you’re right for them. Imagine it’s a dating app for your ideal customer. You are paying to sell yourself on search, so ensure that every click counts. Below are examples of search ads. Which one would you click? *P.S. It killed me writing the bad one and to clarify we would NEVER let an ad like this go out for a client.* Or... There is **nothing** good about this search ad above! It has limited relevance to the user searching for ‘PPC Agency Exeter’. It is not prominent due to the lack of capitalisation, the limited amount of extensions, short descriptions, no callouts or phone numbers, no selling point, and no incentive to click through. Not to mention the spelling mistakes and bad choice of vocabulary! Google gives every advertiser the same amount of space to talk about their business and services. A normal text ad will give you three headlines at 30 characters each and two long descriptions of 90 characters each. Plus, the display URL means you have 270-300 characters to ensure the perfect user comes through to your website (even without ad extensions). So, if your ad is not perfect then you will have to pay…literally. You can find more information on Google’s editorial policy [here](https://support.google.com/adspolicy/answer/6021546). ## **Google Ads keyword and match types explained** We know that having four different types of keyword targeting makes Google Ads daunting and confusing, so we’re going to explain these keyword match types simply to enable you to pick the right one for you. 1. **Broad Match** – This is the broadest way of targeting, which is usually where new Google advertisers go wrong. An example is one of our previous clients' Google Ads accounts promoting car body repairs. They were showing for terms that included anything related to **repairs** or **body** (doesn’t need to be car specific). So, if someone searched “dead body repairs,” the ads would also show. Hopefully, no one would search for this, but it just shows how this can affect CTR and give a poor experience. Another example is the broad keyword is ‘gym shorts’ and the ads for show up for ladies’ gym shorts, men’s gym shorts, children’s gymnastics shorts, and even weightlifting gym shorts. 2. **“Phrase Match”** – If you were to use the keyword “Torquay pubs” the ad would still show for “cosy Torquay pubs” and “local Torquay pubs,” but wouldn’t show “nice pubs in Torquay”. You see how “Torquay pubs” needs to be included in that order, and additional words could be added at the start or end. This makes phrase match much more targeted than broad, but more flexible than exact match. 3. **\[Exact Match\]** – If you use keywords that are an exact match, then your ads will only show to people searching that exact keyword. PLUS, misspellings, singular or plural forms, close variants such as adding of the word ‘for’, abbreviations, accents, or reordered words. For example, if you used \[ladies shoes\] as an exact match, the ad would still show for someone searching ‘shoes ladies’, “shoes for ladies,” or \[lady’s shoes\]. You can find out more information on [keywords types, from Google](https://support.google.com/google-ads/answer/7478529?hl=en-GB) themselves. ## **What are negative keywords and how do they improve performance?** Think of a negative keyword as being a protective barrier to wasted spending and a way to naturally increase CTR over time. The amount of time we see advertisers managing their own account with lots of broad keywords and they see poor CTR and little to no results. Without negative keywords, you are potentially wasting hundreds, if not thousands of pounds each month. You are throwing out a wide net with big holes and you may bring in a few big fish but it’s a strategy that needs a lot of care and attention. ### **Example of what a negative keyword does** You run a small women's formal footwear store in Manchester, and you do not sell casual shoes. Therefore, you could add broad single negative keywords such as trainers, sneakers, football, socks, laces, sports, running, casual, and more to the account. This way, if your keyword ‘formal shoes’ is broad, your ads won’t show to anyone who includes these words from your negative list but may show for things like ‘smart shoes’ or ‘heeled shoes’. However, we would advise using a [broad match modifier](https://support.google.com/google-ads/answer/7042511?hl=en) for keyword types such as +formal +shoes. As the campaign is new, it ensures the ad is only served to users searching for products like your keyword and reduces wasted spending without as much management time needed. Creating a simple negative keyword list takes 5 minutes and should be an ongoing daily part of the management for the first month, then this can be changed to weekly after one month. Find Google’s advice on creating negative keyword lists [here](https://support.google.com/google-ads/answer/7449003?hl=en-GB). ## **Google Ad bidding strategies? Confused? You’re not the only one!** With so many options to choose from such as manual, enhanced, maximise conversion, and target CPA, it’s easy to be overwhelmed and just go with what Google’s recommendations suggest. Our advice is to start with manual CPC in the first month to allow your account to build enough valuable conversion data and give you confidence in performance before opting for one of Google’s ‘preferred’ SMART bidding strategies. We know that maximising conversions does work for some clients, as it allows Google’s algorithm to show your ads to users most likely to convert for your business. Unfortunately, this can be more expensive as the cost per click will go up as you fight over the most valuable customers, the most popular time of day, and the top of page bid. It’s best to seek advice from a PPC expert on bid strategies if you’re unsure before accepting Google’s recommendation as this won’t always be the best option for you. ### **Below are the 5 Smart Bidding strategies you can use.** 1. **Target cost per action (CPA)**: If you want to optimize for conversions, you can use Target CPA to help increase conversions while targeting a specific cost per action (CPA). 2. **Target return on ad spend (ROAS)**: If you want to optimize for conversion value, you can use Target ROAS to help increase conversion value while targeting a specific return on ad spend (ROAS). 3. **Maximize Conversions**: If you want to optimize for conversions, but just want to spend your entire budget instead of targeting a specific CPA, you can use Maximize Conversions. 4. **Maximize Conversion Value**: If you want to optimize for conversion value, but just want to spend your entire budget instead of targeting a specific ROAS, you can use Maximize Conversion Value. 5. **Enhanced cost per click (ECPC)**: If you want to automatically adjust your manual bids to try to maximize conversions, you can use ECPC. It’s an optional feature you can use with Manual CPC bidding. Information taken from [Google Ads Help](https://support.google.com/google-ads/answer/2472725) section. ## **What are quality scores and ad rank and how do they affect my ad position?** Believe it or not, paying more CPC doesn’t give you a golden ticket to the top of paid search results. In Google’s efforts to ensure the user receives the most relevant and valuable experience after clicking on an ad, they have made quality, CTR, and relevance - the main metric in ranking advertisers and deciding who gets one of the top spots and who acquires the lowest CPC. The chart below presents how Bob’s Chip Shop has the lowest maximum CPC bid, but due to his quality score being 10 out of 10, he has achieved the top of the page majority of the time. Quality scores are made up of various signals, such as landing page quality and experience, keyword relevancy, ad relevancy, CTRs (click-through rates), and historical campaign performance. So, if you’re working on an old campaign and its CTR is under 3%, then we would recommend it’s best to start all over again. Trying to improve a campaign with poor historical performance will be quite difficult. > ### ***Bigwave PPC fact! - Did you know that you can only view quality scores at keywords level, and this is a score between 1 and 10? Also, you may be shocked to know that if you’re quality score is 1 out of 10, you could be paying up to 400% more than someone with an average score of 5 out of 10. Likewise, if you’re quality score is 10 out of 10 then your CPC is discounted by 50%! Imagine the amount of traffic you could get with your budget if you worked at improving quality.*** ## **Landing page experience. It’s important so don’t ignore it!** Google will measure the performance of the page that the users have visited from Google Ads based on automated systems and human evaluation. The experience you offer affects your ad rank and therefore your CPC and ad position in the auction process. Your ads could show less often or not at all if your ads point to a website that offers a poor user experience. Things to think about before launching your campaign: 1. Does your landing page have relevant, useful, and informative content that matches what the user has searched for? If they have searched for ‘party venues in London’, then it would be wise not to link your ad to a contact page about your wedding venue or a restaurant menu page. It’s common sense. 2. Be specific when the user wants something specific and general if they’re unsure about what they are looking for. For example, if someone’s searching for a model of car then send them to the model page, but if they are looking for the brand then send them to the manufacturer page to inform their decision-making process. 3. Be transparent and trustworthy, explain your business, explain what the product or service is, and make it easy for visitors to find your contact information. 4. Ensure mobile and desktop navigation is easy. Try and avoid pop-ups and organise your page so they can find what they’re looking for without navigating through the website too much. 5. Speed is everything. Ensure your pages load quickly on all devices[. Google’s test my site](https://www.thinkwithgoogle.com/intl/en-gb/feature/testmysite/) is a useful tool and it will even predict loss of income based on average load times. ## **Ongoing management and maintenance** Managing a Google Ads account is like having a newborn baby in the first few weeks and months. You put hours of work into making it beautiful and worry throughout the night about whether it’s healthy and well. At times it will be frustrating, you will learn about all the nuances of the interface, and it can take months to find your feet as a novice PPC manager. You will need to learn how to read the signs of good and bad performance, and this comes with time and experience. ### **Daily optimisation schedule for the first month** 1. Pause the lowest CTR ad in each ad group and create a new version of the best performing ad in the group with better ad copy. 2. Review the best performing keywords and check search terms for any random irrelevant words that do not relate to your business. Aim to add 5-10 negative broad negative keywords each day. 3. Check that you don’t have any ad groups eating into your daily budget that have not converted into a sale/lead. If so, evaluate and pause. 4. At the campaign level, view the search terms and see if you have any converting queries that need adding as an exact match or phrase match keyword types into the ad groups. 5. Review quality scores at the keyword level and see if there are opportunities to improve ad relevance or landing page experience. Remember that depending on how well you’ve structured the Google Ads account, it can take 1-3 months for an account to generate the desired return on investment, which is why you should always start with a smaller budget and then increase your budget each month. ## **What is a conversion?** We get asked all the time what exactly a ‘conversion’ is! Simply put, a conversion is an action that a business deems valuable and is always the objective of a campaign. This could be a form submission on a contact page, a click on a telephone number, a view of a key page, a purchase confirmation page, or anything else. Tracking conversions is made easy if a website has a Google Tag Manager and Google Analytics code added by their website developers. We’re not going in-depth on conversion tracking in this article, but watch this space for our upcoming article. There are plenty of videos on YouTube about tracking conversions in Google ads. ## **Let’s talk display advertising!** ### **What are display ads?** Google’s display ads were formally given a bad reputation by the early Internet decades. Remember the flashy, dodgy boxes that would pop up to try and get you to click on them? Now, there are strict guidelines to follow, and with a network of over 2 million websites, apps, and video content options, you can place your ads in a variety of places and display is now a low cost, valuable tool. Rather than using the old-school method of creating a set of 10 images based remarketing ads, you should use Google’s powerful **responsive display ads.** Rolled out in the summer of 2018, these are allowing the advertiser to create ads that fit in most ad spaces on the display network. They are asset-based and automatically adjust their size, appearance, and format to fit any space and device. Simply provide Google with your logo, images, videos, headlines, and descriptions, and the algorithm will automatically optimise for the best performance. Benefits of responsive display ads (RDA) include them being optimised automatically, they save time, reaching a wider audience, and they can be used as part of your remarketing strategy. ### **Top tips on Google’s responsive display ads** When creating the ad itself, you can click ‘MORE OPTIONS’ and this will allow you to customise further. You can change the CTA (call-to-action) button and change the primary and secondary colours to match your branding. Alternatively, leave this blank, and Google will change the CTA button based on performance and change the colours to match the tone and colour of the image in the ad. More information on how to set up responsive display ads can be found [here](https://support.google.com/google-ads/answer/7005917?hl=en-GB). We hope you found this article useful and if you ever have any questions about PPC or would rather leave it to the experts at Bigwave then [get in touch](/okf/page/ppc-exeter.md). Good luck in the world of search advertising! --- ## The Ultimate Guide to Analytics 2022  **In this guide, we discuss the ins and outs of analytics to help propel your business’s growth in 2022. Data is now more accessible than ever, and not only that, but it’s cost-effective and widely available. From the clicks on your website to browsing history, customer behaviour and research, and mailing list signups, people can now access data for almost anything, and the opportunity to collect, examine and analyse data will help your business gain a competitive advantage in its market.** Successful analysis of data takes time and requires you to make forward-thinking decisions to drive value to your business or organisation. If you’re just getting started on the basics, this blog will summarise everything you need to know.## **What is Analytics?** At its simplest, analytics is the process of turning data into insights. In the business world, analytics has become essential for making decisions about everything from product development to marketing strategies.## **Why is Analytics Important for Businesses?** Analytics is critical for marketing because it helps businesses understand what's working and what's not. By understanding which marketing campaigns are most effective, businesses can save money and resources by focusing on the strategies that are yielding the best results.## **The Types of Analytics** There are several types of analytics in marketing, including social media, blogs, websites, and email analytics. Some tools allow you to track and monitor your insights across all your channels, rather than individual, like [Google Analytics](https://analytics.google.com/analytics/web/). For social media analytics, you can access insights directly in the applications as well as through third-party tools.## **Where to Track Analytics** You can track a variety of metrics in analytics, including website traffic, page views, conversion rates, time on site, and bounce rates. You can also track engagement metrics, such as likes, comments, shares, and mentions. Countless tools can help you measure these metrics, and with advanced options, you can gain more accurate data. There are many analytics tools available, both free and paid. Some popular free options include [Google Analytics](https://analytics.google.com/analytics/web/) and [Hootsuite](https://www.hootsuite.com/en-GB). Paid options include [Marketo](https://uk.marketo.com/) and [Adobe Analytics](https://business.adobe.com/uk/products/analytics/adobe-analytics.html).## **Ways to Get Started on Analytics** The first step is to identify what you want to track. Once you know what you want to track, you can choose the analytics tool that best suits your needs. Some tips for using analytics in marketing include:- Define your goals and objectives - Collect data from multiple sources - Clean and organise your data - Analyse your data to identify trends and patterns - Use analytics to drive marketing decisions If you're not sure where to start, consider using a free tool like Google Analytics to help you understand who is visiting your website and understand your audience's behaviour so you can keep them engaged.## **Reasons Why You Need Analytics** There are many benefits to collecting data to help you make informed business decisions and see growth across various avenues, as well as:- Track and measure the performance of marketing campaigns - To understand customer behaviour - Optimise marketing strategies - Save money and resources - Make better and more informed marketing decisions - Improve customer satisfaction - Increase sales and revenue - Gain a competitive edge in your niche or market - Make data-driven decisions Analytics is critical for marketing success in the digital age. Without analytics, there is minimum to no opportunity to help your business grow. So, no matter if you’re an entrepreneur, small or large business, or organisation, you should learn and understand the ins and outs of your data to help you champion your market.## **The Common Pitfalls of Analytics in Marketing** When using analytics to help reach business goals, it’s important to understand the common pitfalls businesses fall for, including:- Not aligning analytics with business goals - Only collecting data from a single channel or platform (like Facebook and nothing else) - Not cleaning or organising their data - Forgetting to identify trends and patterns - Not filtering your data - Not using analytics to drive marketing decisions - Tracking the wrong metrics and not tracking conversions - Not using analytics tools - Relying on analytics tools instead of humans - Not sharing insights with the rest of the team - Failing to update analytics regularly - Not monitoring organic search Many of the above require an advanced understanding of analytics, and avoiding them all is going to be hard, but making mistakes is a natural learning curve that you should embrace.## **Glossary of Analytics Terms** There are many terms used in marketing that seem complex at first, but once you gain an understanding of their meaning it will help you champion analytics! Take a look at the most common terms below to help you better understand analytics:### **A/B testing** A/B testing is a method of comparing two versions of a marketing campaign to see which one performs better.### **Analytics** Analytics is the process of turning data into insights.### **Attribution** Attribution is the process of assigning credit for conversions and other desired outcomes to the marketing campaigns, channels, and keywords that drove them.### **Benchmarketing** Benchmarketing is the process of comparing your marketing performance against that of your competitors.### **Campaign Tracking** Campaign tracking measures the results of marketing campaigns and helps you understand which factors contribute to their success or failure.### **Channel** A channel is a medium through which marketing messages are delivered, such as email, social media, or paid search.### **Click-Through Rate (CTR)** The click-through rate is the percentage of people who click on a link in an email, ad, or other marketing messages.### **Conversion** A conversion is the desired outcome of a marketing campaign, such as a purchase, sign-up, or download.### **Cost Per Acquisition (CPA)** The cost per acquisition is the amount of money that a business spends to acquire a new customer.### **Cost Per Click (CPC)** The cost per click is the amount of money that a business spends on each click of an ad.### **Customer Lifetime Value (CLV)** The customer lifetime value is the total amount of money that a customer is expected to spend on a product or service throughout their life.### **Data-Driven Marketing** Data-driven marketing is an approach to marketing that relies on data analytics to guide decisions about strategies, tactics, and budgets.### **Email Analytics** Email analytics is the process of measuring the results of email marketing campaigns and understanding which factors contribute to their success or failure.### **Engagement** Engagement is a measure of how engaged someone is with your content, such as how long they spend reading an article or watching a video.### **Event Tracking** Event tracking is the process of measuring the results of specific events, such as webinars or trade shows, and understanding which factors contribute to their success or failure.### **Experimentation** Experimentation is the process of testing different versions of marketing campaigns to see which ones perform better.### **Funnel** A funnel is a model that shows the journey that a customer takes from awareness to purchase.### **Key Performance Indicator (KPI)** A key performance indicator is a metric that is used to measure the success of a marketing campaign.### **Lead** A lead is a potential customer who has expressed interest in your product or service.### **Marketing Mix** The marketing mix is the combination of elements that a company uses to create and execute its marketing strategy.### **Marketing ROI** Marketing ROI is a measure of the return on investment that a company gets from its marketing activities.### **Micro-Moment** A micro-moment is a moment when someone is actively looking to fulfil a need.### **Multi-Touch Attribution** Multi-touch attribution is a method of assigning credit for conversions and other desired outcomes to the multiple marketing campaigns, channels, and keywords that drove them.### **Omni-Channel Marketing** Omni-channel marketing is an approach to marketing that takes into account the multiple ways that customers interact with a company.### **Organic Search** Organic search is the process of finding and ranking web pages in search engines without paying for ad space.### **Paid Search** Paid search is the process of finding and ranking web pages in search engines by paying for ad space.### **Path to Purchase** The path to purchase is the journey that a customer takes from awareness to purchase.### **Retargeting** Retargeting is a form of online advertising that shows ads to people who have previously visited your website or interacted with your brand.### **Search Engine Marketing (SEM)** Search engine marketing is the process of finding and ranking web pages in search engines by paying for ad space.### **Search Engine Optimisation (SEO)** Search engine optimisation is the process of optimising web pages to rank higher in search engines.### **Social Media Analytics** Social media analytics is the process of measuring the results of social media campaigns and understanding which factors contribute to their success or failure.### **Web Analytics** Web analytics is the process of measuring the results of website visits and understanding which factors contribute to their success or failure.--- Data and analytics are ever developing and will continue to evolve. There is now so much data available, and it can be turned into valuable insight for businesses. If you need help analysing and managing your data, why not check out our specialist [SEO services](/okf/page/seo-services.md)? To find out more about our marketing services, [visit our website](/okf/page/home.md). --- ## The Ultimate Guide to Business Branding 2022 Branding. It’s one of the biggest aspects of the success of any company, particularly when you’re trying to market and sell products and services. Making a lasting impression on your target audience is hugely important, as a trustworthy and recognisable brand will keep your customers coming back for more. Despite this, there are still elements of branding that aren’t clear, leading to confusion and poor performance. In this blog, we’ll take you through everything you need to know about business branding in 2021. ## **What’s a brand?** Let’s start at the very beginning. What is a brand? A brand is a unique feature (or set of features) that distinguishes your organisation or business from any other organisation. Your brand is usually made up of your business name, tagline, logo or symbol, design, and brand voice. It can also encompass the overall customer experience you provide, whether that’s in-store, online, or in advertising. ## **What is branding?** Branding is how you arrive at your brand – or your unique features. This means it’s the process of researching, developing, and applying a distinctive feature to your business, which then lets customers start associating your brand with your products or services. It’s an incredibly important process as it lets you examine the needs and motivations of your potential customers and tailor your offering to match. This nets you more engagement and more sales in future. ## **Why is branding important?** Your brand is one of the most valuable assets your business owns. Without it, your business would have no identity, no way to be memorable, no customer loyalty, and no marketing or advertising. Brand recognition can even be the deciding factor for consumers when they make a purchase decision. In fact, studies have shown that almost 60% of shoppers actively buy from brands they know, and 21% buy a product because they like the brand. Nailing your branding can help give your business an identity beyond its product or service, making it more relatable to potential customers. What’s more, good branding helps your business stand out and be memorable, helping your consumers recognise your business across every channel and medium. ## **How to create a brand** Whether you’re starting a brand from scratch or simply rebranding your current business, creating a brand can seem like an overwhelming task. We’ve put it into easy-to-follow steps that will help you build a strong and recognisable brand. ### **1. Find your target audience** We know that great branding leads to awareness, recognition, trust, and revenue. This stems from what target audience you choose to market to. If your brand doesn’t resonate with your audience, you won’t get the sales and revenue you want. That’s where target market research comes in. Who is your ideal customer? What are their needs? What are their pain points? How will your product/service address and solve these needs? How will these customers find you? This is a vital first step, as what you learn about your target market and buyer personas will most likely shape all future branding decisions. ### **2. Define your unique values and qualities** Every market niche is becoming increasingly competitive, with more and more businesses joining with new and exciting products. Instead of being intimidated, though, you should see this as an opportunity to strengthen your brand. Making sure that your brand is made up of and inspired by your unique values, benefits, and qualities is an easy and effective way to set your company apart. Take Innocent Drinks as an example: they are easily recognisable and have managed to completely set themselves apart from their competition by using a distinctive, fun tone of voice and a charitable business model. This step is all about working out what sets your business apart from others and finding a way to incorporate that into your brand. ### **3. Create your visuals** Once you know who you’re targeting your branding at and how you want your unique values and approach to come across, it’s time to get creative. You can develop your logo, colour palette, fonts, iconography, and other visual components. Creating a brand guideline document (or style guide) as you complete this step will save you time in the future, as you won’t have to go back and work out the exact colours and fonts you’ve used. As exciting as design is, it can also be very intimidating. You might want to consider hiring a professional team with logo and brand design experience. [Our expert design team can help build or rebrand and business, whether small or big.](/okf/page/branding.md)### **4. Find your tone of voice** A brand isn’t just about looks. It’s about personality too. How your brand *sounds* to your customers is just as important as how amazing it looks, so you should think about creating a consistent tone of voice. Your brand tone of voice should connect and resonate with your audience — it’s the only way to grab their attention. If you’re targeting younger people, consider making your tone of voice friendly and casual. If you’re targeting high-flying business people, you might want to make your tone more professional and informative. Whether you’re creating a webpage, a blog, a social media post, an advert, or a brand story, your tone of voice needs to be consistent throughout all your written content. Consistency will give your audience a chance to get familiar with your brand and learn to recognize the sound of your voice, letting them start to associate a certain tone of voice with your brand. ### **5. Implementing your branding** You’re not done just because you’ve created your brand. Now you have to put it out into the world, marketing it so that your target audience gets a chance to see it. Make sure it’s displayed anywhere your business touches base with customers. For example: - **Website –** Make sure your website prominently displays your logo, colour palette, tone of voice, and typography (fonts). Your website is a major part of your company identity and is often one of the first significant interactions with your potential customers, so if it doesn’t reflect your brand, it might put customers off and create a bad experience. - **Social media -** All profile photos, cover art, and branded imagery should reflect your brand. A good first step is to set your logo as your profile photo, which will make it easier for customers to recognise your business. Just like on your website, you need to make sure your brand tone of voice is consistent across all profile information, posts, and captions. - **Advertising -** Because adverts are often used to establish brand awareness and introduce consumers to your brand, it’s important that they reflect and stick to your branding. - **Packaging -** If your business sells physical products, then it’s likely that consumers interact with your brand in person on a regular basis. You need to make sure your branding reflects how unique and interesting your product and business are. Using your new branding in its design, colours, size, and feel can go a long way to quickly communicating your message. ## **The cost of branding** Branding can be a very complex and expensive process, with many different factors that can influence the overall cost. Some of these key elements include the size and scope of your branding project, as well as the marketing channels you intend to use to promote your brand. Additionally, there are a variety of branding agencies and consultants that can offer a range of services and pricing options, making it important to do your research and find the right agency for your branding project. Read more: **[How much does branding cost](https://www.designrush.com/agency/branding/trends/how-much-does-branding-cost)**? ## **Glossary of branding terms** It’s not just knowing how to start branding your business that can be overwhelming, it can also be hard to know what all the terms mean. We’ve put together a handy glossary to help you on your branding journey. ### **Brand awareness** Brand awareness is literally how aware of your brand your target audience and the general public are. High brand awareness is important because consumers won’t consider purchasing from your brand if they’re not aware of it and its products. ### **Brand extension** Brand extensions are when companies “extend” their brand to develop new products in new industries and markets. For example, Dyson has recently extended their brand from vacuum cleaners to fans and hairdryers. Brand extensions let businesses create more revenue streams and expand product lines. ### **Brand identity** You can think of brand identity as the personality of your business. Choices you make in tone of voice and branding can impact how customers see your business and how they interact with you. Your brand identity usually includes your values, how you communicate your product or service, and what you want people to feel when they interact with it. ### **Brand management** Brand management simply means the process of creating and maintaining your brand. This can include the tangible elements of your brand (style guide, packaging, and colour palette) and the intangible elements (perception by your target audience and customer base). Strong branding needs constant upkeep as your target audience, technology, and other factors might change. ### **Brand recognition** Brand recognition is how well a consumer (hopefully your target audience) can recognise and identify your brand without seeing your business name. This might be through your logo, tagline, jingle, packaging, or advertising. A great example of this would be McDonald’s “Golden Arches” logo, which is instantly recognisable across the globe. ### **Brand trust** Brand trust refers to how strongly customers believe in your brand. This can be influenced by several factors, including: - Whether your products or services deliver on their marketing promises - Whether you’ve maintained a good reputation through PR - Whether your salespeople and customer service process goes above and beyond ### **Brand valuation** Brand valuation is the process of valuing your brand commercially based on consumer perception, recognition, and trust. Strong branding massively increases your business’ value as it makes your business invaluable to investors, shareholders, and potential buyers. ## **In conclusion** Branding is an open-ended and endlessly creative process. Although it can take work, investing in fantastic branding can do wonders for your sales, revenue, and reputation. Getting to the heart of your target audience and examining the unique features of your organisation can only result in a strong, successful, and relatable brand. To find out more about Bigwave can help you boost your branding, [get in touch with one of our branding experts today.](https://www.bigwavemedia.co.uk/design/branding.html) --- ## The Ultimate Guide to Virtual Marketing   Virtual marketing presents new and greater opportunities for brands. Marketing is an essential part of brand building and exposure, as it drives customers to your business. The way marketers work has changed drastically, relying on the virtual world to acquire customer reach. But not just through websites anymore. These days, marketers need to adapt to new and emerging technologies and the continuous evolution of social media. Take **[Meta](https://about.facebook.com/meta/)**, for example. Again, virtual marketers will be looking to succeed in [**marketing in the metaverse**](/okf/article/metaverse-marketing-in-a-virtual-universe.md) to adapt to this new and revolutionary technological universe to avoid being left behind. Virtual marketing is where marketers see the highest success rates. In this blog, we will discuss everything you need to know about virtual marketing in 2021. ## **1. What is Virtual Marketing?** Virtual marketing is another name for digital marketing. It is one of the most popular forms of marketing in conjunction with the global phenomenon that is social media. It consists of different types of marketing that are done digitally or virtually, such as content marketing, email marketing, and PPC advertising. Essentially, virtual marketing is carried out on computers and requires Internet access. Any type of marketing with the same approach will be considered virtual, and it is essential to tailor messages to a specific audience. ## **2. Why is Virtual Marketing Important?** Virtual marketing is important because it provides brands with successful measurability, affordability, speed, and engagement compared to traditional marketing methods. The power of the Internet introduced a whole new market for brands, and it has become the norm for a successful business. If you are inactive virtually, it is likely your brand won't do very well. Marketing virtually presents a whole host of opportunities and growth for businesses, making you visible to not only your chosen demographic but everyone else too if done correctly. Digital marketing is a must if you are a brand that wishes to increase sales and generally become well-known by the targeted and wider community. ## **3. The Beauty of Multichannel Marketing** Multichannel marketing is when brands utilise multiple channels, such as emails, social media, websites, adverts, etc., to communicate and promote a product or service. It is an efficient and effective way to boost customer reach but requires a well-thought-out and unified strategy that works on multiple channels. Creating a strategy that combines campaigns and messages on multiple media channels ensures that you are mindful of your customer's journey. Most importantly, it makes your brand and advertising memorable. People switch between different social platforms, navigate websites, watch TV, and listen to the radio. So, there is plenty of opportunities to get stuck inside their head (without pestering them too much!). ## **4. The Types of Virtual Marketing** Virtual marketing takes many forms. So, if you're a new or small brand, it is best to seek specialists in each area to maximise your marketing successes. - ### **Content Marketing** Content marketing is the art of storytelling and sharing information to boost brand awareness. It is one of the initial steps to entice someone to become your customer, so your content must be compelling enough to drive readers down the sales funnel to achieve that conversion. Content can include blog posts, newsletters, social media copy, case studies, whitepapers, news articles – basically anything written. The content is what builds a relationship with customers that is trustworthy and sustainable, so it is important to ensure all your copy is as clear, concise, and compelling as possible. You can find information on our content and copywriting service **[here](/okf/page/content-copyrighting.md)**. - ### **Search Engine Optimisation (SEO)** SEO entails the process of getting a business to rank high on Google, ideally the first page. It helps drives users to your website, where they will become enticed by your product or service (if the content is written correctly!). SEO marketing includes deploying keywords in your content, creating a successful link structure, and indexing so search engines can analyse your website and its content and decide on a suitable Google ranking. You can find out more about SEO and our service **[here](/okf/page/seo-services.md)**. - ### **Social Media Marketing** Social media marketing consists of marketing your brand on platforms like Facebook, Instagram, TikTok, Twitter, and LinkedIn. However, it isn't just about posting pretty graphics and commenting on posts. Social media marketing requires strategic thinking and planning as social platforms are a competitive battleground, from analysing insights so you know the exact right time and day to post to reach your audience, to using the right amount of well-researched hashtags to target customers. However, with a blend of creativity, data, and patience, you can make your brand a huge success. Check out our social media management service **[here](/okf/page/social-media-management.md)**. - ### **Pay-per-Click (PPC)** PPC advertising helps increase search traffic for brands online. It is an inbound method of advertising on search engines, offering highly valuable and targeted ads to users, often with high CTRs (click-through rates). Pay-per-click is clever as you only pay when a user clicks on your advert. So, why not check out our reputable PPC service **[here](/okf/page/ppc-exeter.md)**? - ### **Email Marketing** Emails are still one of the most effective marketing techniques. Marketers who carry out this kind of marketing know how to create compelling campaigns that result in interest, usually with e-shots or newsletters. Email marketers know how to reach new audiences, analyse data, and innovate ways to make decisions based upon this data for future developments. For more information about email marketing and our service, [**visit our website**](/okf/page/email-marketing.md). - ### **Mobile Marketing (& Other Devices)** This focuses on targeting your customers on their mobile or other devices such as tablets. It includes reaching new customers through texts, social media, emails, and mobile apps, and it is also a good way to create personalised content based on locations and times. More people use their phones or tablets these days compared to computers. So, as a brand, you must incorporate mobile marketing into your strategy and optimise your content and design for these devices so that they still look appealing and are accessible. ## **5. Tips to Succeed in Virtual Marketing** Success in virtual marketing requires patience, especially if you are a new or emerging brand. Here are some tips to better your chances in the world of virtual marketing: - Target not only your audience but your broader audience too. - Join and play the virtual game by utilising extended reality hardware (XR) with strategies optimised for virtual reality (VR) and augmented reality (AR). These can include 360-degree videos, for example. - Listen to your data. These insights can tell you more about your customers, their behaviour, the days and times they are most active, and their interests, helping you create content that is bound to get their attention. - Utilise social media and everything it has to offer. All age groups are active on one or more platforms. Remember to post frequently to boost your engagement and utilise videos, reels, and stories to increase brand awareness. - Create content suitable for several channels, ensuring that the message and branding are consistent yet adapted and optimised to suit your chosen method of marketing e.g. Facebook, an email campaign, SERP advert or website. ## **6. Conclusion/summary** Virtual marketing isn't always easy, and the competition in the virtual world is intimidating. There are hundreds of thousands of brands out there that seem impossible to beat. The **[current global social media users are around 4.55 billion](https://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-research/)** - the majority of the world! If you need help boosting your brand awareness, why not [**contact us today**](https://bigwave.co.uk/contact/) for a point in the right direction? We're a full-service marketing agency, so rest assured we can help you with every aspect of your marketing needs. --- ## Then vs. Now: The History of Traditional Marketing **The marketing industry has experienced significant development throughout the years. From the emergence of new media and mass communication to the introduction of the Printing Press centuries ago, advertising and marketing have come so far.** In this blog, we will be exploring the evolution of traditional marketing and how it had led us to how we use marketing in the current digital age. ## **Where it all began...** Most notably, one of the first introductions to marketing started in the 1400s when the Printing Press, a machine that enabled text and imagery to be transferred onto paper with ink, was introduced. This marketing method changed the way communicating worked on a large scale as it provided businesses with a cost-effective way to target and reach potential customers, such as through newspapers and flyers. Consequently, this introduced the consumer-focused culture we are familiar with today. In the 1450s, the first recorded print advertisement was made. Ever since, the use of print advertising has skyrocketed, evolving into the creation of more sophisticated advertisements. The first magazine advert was created in 1742 in Benjamin Franklin’s General Magazine, which then led to the evolution of direct mail advertising in 1862. After this, radio advertising didn’t take long to surface in the marketing world, which subsequently overtook print spending. Before long, television advertisements were then introduced in 1942, which gave many brands the opportunity to reach consumers over a growing medium. ## **The emergence of the Internet and digital marketing** The 1990s was the ground-breaking decade where the digital world of technology took place, as this was where the term ‘digital marketing' was first introduced, as well as the development of the Web 1.0 platform. This platform allowed people to find information without sharing it across the web, popular due to the uncertainty that had spread of people being unsure whether their strategies would work (as the Internet had not yet become a widespread platform). The first clickable banner was introduced in 1993, which was later purchased by HotWired for their own advertising. Essentially, this was what marked the beginning of the transition from traditional marketing methods to digital marketing methods. This shift encouraged new technologies to evolve in the digital space, as 1994 was the year that Yahoo was launched, followed by Google in 1998. ## **How marketing performance has been measured throughout the years** Due to the saturation of advertisements in the marketing landscape, it was clear that marketers were going to have to change something to improve consumers' attention to brands. In turn, marketing strategies were developed, like the first modern marketing measurement concept named the **“Marketing Mix”**. This was first introduced in 1952, although it only became popular in 1964. The strategy focused on the main concepts that are needed to understand what a service or product provides consumers with, helping marketers associate these concepts to market their brand successfully. This marketing mix strategy first iterated the **“Marketing Mix Four Ps”**, which translate to **Product**, **Promotion**, **Place**, and **Price**. This theory was expanded upon, which then led to the first modern marketing measurement strategy which was named the **"Marketing Mix Modelling" (MMM)**. When this was introduced, the marketing mix that was used to engage the audience became limited to print, broadcast, and out-of-home advertising. This is how marketers made it possible to collect long-term data which could define the relationship between the marketing mixes and how they impact sales. Since gaining the technology to allow for mass communication, marketing efforts have highly evolved from simple messages to a more defined process that enables us as marketers to target and understand our audience. Digital technology has revolutionized the way consumers and brands interact with one another. Marketing measurements have played a vital role in encouraging media channels to expand. With the correct marketing insights and optimization, now marketers can gain insights into even finer details, such as consumer behaviour and day-to-day life, and it will only get better and better. --- To find out more information about our digital marketing services, you can contact us [here](https://bigwave.co.uk/contact/) today. --- ## Ticket system keeps track of web amends Across May we will be officially rolling out our new website support ticketing system. This will help us address client website amends and development requests more effectively and efficiently. Here are some of the major improvements clients will experience: - You can **submit** and **prioritise** your website **amends** - You can submit and **track** development requests - You can **report** service issues - No need to login - **simply email** a support request and a ticket will be auto generated - Responses come straight back into your inbox - You can reply to a **ticket response** by simply replying to the email - A complete **history** trail is stored and you can re-open old tickets - Our **knowledge base** is integrated into our ticketing system, meaning we can respond with detailed, **step-by-step instructions** to many common questions. - A **ticket portal** allows you instant access to your open (and closed) tickets and their status as we work to respond to your requests. - The portal also enables you to **search** our knowledge base. We are formally rolling out the new ticket system across May. Using the system requires a unique email address in the portal for each user. Over the next few weeks we will be reaching out to clients to provide access. If you have a web project or are looking for a new website build please [contact us](http://bigwavemedia.co.uk/contact-us "Contact Bigwave Media"). --- ## Tips for livening up engagement on your gym website Most people visit online stores and businesses with one purpose – to browse goods and services. Leisure facilities are a little different. They serve the community in myriad of ways. A good leisure organisation’s website needs to effectively sell the wealth of services on offer and demonstrate their commitment to their locality. This is particularly important in the face of rapidly-growing competition. To help you get started, here are some tips from the experts: ##### **Give plenty of information:** From fitness facilities to swimming, leisure organisations have lots to offer. It’s important to give as much info as you can for users. Not only will this provide the very real impression that there’s heaps for people get stuck into, it’ll prevent your phone line getting jammed with queries. Be sure to write this in an appealing and descriptive way. ##### ##### **Make it eye-catching and on-brand:** Branding is a big deal. This goes back to what we were saying about remaining recognisable in the face of competition. If you want your website to stick in people’s heads after they’ve visited it, text-heavy pages won’t cut the mustard. You need striking images and colour. Web banners are a visually appealing way to draw in the eye and an easy win for conversions. ##### **Easily navigable:** You’ve got your user’s foot in the door, now your job is to lead them inside. This is easier said than done, particularly in today’s society where attention spans are practically none existent. Visitors need to be able to locate their next click easily and rely on a lack of clutter, clear-labels and visible CTA’s to get them there. Note that 80% of your customers’ attention happens above the fold and 69% on the left-hand side of the screen so use these areas wisely. ##### **Frequently updated**: Amongst the vast quantity of roles your website plays host to, it also operates as a noticeboard. This is very handy in instances such as pool closures or changes during the holidays. It’s also a great opportunity to shout about offers. But an out of date website is no good to anyone. Ensure that important announcements and membership incentives are updated in a timely manner. ##### **Convenient online joining:** Making it through a hardcore HIIT session should be the most difficult thing a person encounters throughout their gym experience. All too often, this is trumped by a long, arduous membership sign up process. Online joining should be a staple for leisure facilities. It’s easily accessible, quick and can be carried out at a customer’s convenience. It also saves you the laborious task of taking them through the process in-house. ##### **Content is king:** Blogs, blogs and more blogs. Give your reader’s tips and advice, write articles about exceptional members, use this space to promote an event or provide a write-up afterwards. Blogs will help you favourably come out on top of Google’s tough search ranking criteria. It will also give you material to improve your social-scape. Above all, it will simply make your website a much more fun and exciting place to be. [**Get in touch**](/contact/) **with Bigwave media for exceptional marketing. We work with fitness centres and health clubs all over the country and are experts in getting results.** --- ## Tips to Boost Social Media Engagement ‘Engagement’ is a term that involves the interactivity of an online user and content to produce measurable analytics, for example, likes, comments, and shares on social media. Every time someone interacts with your account, social media engagement is growing. All pieces of engagement and activity are important for a business on all social media platforms so that it can build positive brand experiences and create meaningful relationships with both new and potential customers. ## **Tips to Boost Social Media Engagement** ### **1. Understanding Your Platform** Every social media platform has its own engagement metrics which you can view on your analytics. These dashboards show your engagement metrics such as likes, shares, comments, impressions, and much more. By reading and analysing your data on different social media platforms, you will be able to find out what has been successful through your current campaign and what you can improve for future campaigns. In addition to this, you can find out what platforms are the best for your business through the right research. ### **2. Knowing Your Audience** One of the key elements to being able to improve your social media engagement is understanding your target audience for your service or product. If you have a B2B business, LinkedIn could be the best option since its focus is professional networking. On the other hand, if your business is B2C and has a specific target audience, you might consider Instagram and Facebook. It’s important to always keep this in mind since you will always be creating content for your audience, so it’s always best to consider what type of content you’re creating as well as the optimum times to post on social media platforms. ### **3. Create Goals** By setting clear goals in terms of your business’s engagement you will be able to determine what and where you want to focus your efforts. As an example, if you know that your content could be improved, you should focus on coming up with ideas to make it more interesting and eye-catching in terms of design and content. In addition to this, whatever or wherever you have focused your efforts, you should consider analysing your engagement before and after you have started your improvements so that you can monitor whether it has been successful or not. ### **4. Create High Quality and Shareable Content** Creating high-quality and shareable content will improve your social media engagement. Social media users like to share posts that they find valuable and enjoy, so creating eye-catching content that provides some sense of value will prompt your audience to share your page. It’s worth noting that you don’t always have to execute this through static posts, but through stories and video too. Consider adding polls, animated gifs, a question box, or even custom stickers to improve your page's creativity. ### **5. Post Consistently** They say the ideal number of times to post per day is 1 to 3, so it’s vital to ensure you have fresh content. In addition to this, it’s important to analyse what time is best to post on each social media platform that you’re using, since you want to ensure your posts are receiving the maximum audience exposure. To make your life easier, you can schedule posts either on the social media platform itself or with a scheduling tool like Hootsuite. Scheduling your content can save a lot of time for you and your business, so consider setting a specific amount of time each day or week to ensure you schedule your content. ### **6. Stay Relevant** It’s important to keep track of what is going on in the world. If it’s relevant to your business and audience, then you could consider creating your own content in response to a specific topic. In addition to this, if another business that offers a similar service or product has started a topical conversation then you could also comment on their posts or even share them including your own statement or question. ### **7. Attention Through Conversations** It’s just as important to create or respond to conversations so that your platforms are not just active and up to date, but also so that you build relationships with your current audience and target audience. Businesses should practice both reactive engagement and proactive engagement. Reactive engagement involves answering direct messages, mentions, or comments, whereas proactive engagement means that you’re the one starting the conversation. Proactive engagement can be harder to initiate, but it’s about thinking outside the box about how and what you can start your conversations around. ### **8. Show Your Human Sign** Sometimes it’s worth taking a step back and analysing what is happening on your social media platforms before you schedule a post or respond to direct messages and comments. You always need to consider that there’s a real person on the other end of the conversation, so it’s often encouraged to add your own personal touch. You could do this by signing off at the end of a conversation across direct messages, telling the person who they’re talking to, or even by including a name within a post to show involvement throughout your business. Subsequently, this can also improve your own and the business’s credibility. Social media engagement can always be improved since there isn’t a maximum engagement level that anyone can reach. Ensuring that your audience is engaged will result in even more people seeing and hopefully engaging with your posts so that then your social media goals will become more achievable. From creating strong social media engagement to creating meaningful connections with current and future customers, everything that you do to improve your business online will benefit it offline too. --- To find out more about [social media marketing and management](/okf/page/social-media-management.md), [contact us](https://bigwave.co.uk/contact/) today. --- ## Top Hacks to Optimise Marketing Campaigns & Attract Customers A marketing campaign is a plan or strategy designed to achieve specific marketing goals or objectives. Typically, marketing campaigns are launched to promote a new product, service, or initiative, but they can also be used to raise awareness of an issue, generate leads, or boost sales. In this blog, we look at the top hacks to help you set up and optimise your marketing campaigns so that you can attract the right customers. ## **What is optimisation in marketing?** Optimisation is the process of making a marketing campaign as effective as possible. This usually involves testing and tweaking different elements of the campaign to see what works best and then making adjustments accordingly. ## **Why is it important to optimise a marketing campaign?** There are many benefits to optimising marketing campaigns. By ensuring that campaigns are targeted and relevant to the audience, businesses can achieve a higher rate of engagement and conversions. Additionally, optimised marketing campaigns can save businesses time and money by avoiding wasted spend on ineffective marketing activities. ## **Bigwave’s Top Hacks for Campaign Optimisation** No matter what the objective of your marketing campaign may be, there are several key steps you can take to optimise it and increase your chances of success. By following these tips, you can ensure that your marketing campaign reaches its target audience and achieves the desired results. 1. **Define your goals and objectives** Before launching any marketing campaign, it is essential to first define what you hope to achieve. What are your goals and objectives? What are your targets? Once you have a clear understanding of what you want to achieve, you can develop a plan and strategy that is designed to help you reach these goals. 2. ### **Identify your target audience** Who do you want to reach with your marketing campaign? It is important to identify your target audience and tailor your marketing materials accordingly. Consider factors such as age, gender, location, interests, and needs when developing your marketing campaign. By targeting your marketing efforts, you are more likely to reach those who are most likely to be interested in what you have to offer. 3. ### **Define your target audience and marketing goals** Before you launch a marketing campaign, it's important to have a clear understanding of who your target audience is and what you hope to achieve. This will help you determine the best marketing channels to reach them, the type of messaging that will resonate and the overall tone of your campaign. 4. ### **Develop a strong value proposition** Your marketing campaigns should always communicate a strong value proposition that resonates with your target audience. What can you offer that will solve their problems or meet their needs? Make sure your value proposition is clear and easy to understand so that potential customers can quickly see how your product or service can benefit them. 5. ### **Segment your audience** Instead of treating all potential customers the same, segment them into groups based on factors like demographics, interests, or behavioural data. This will allow you to create more targeted and personalised marketing campaigns that are more likely to resonate with each individual segment. 6. ### **Carry out A/B testing** A/B testing can be extremely helpful in optimising your marketing campaigns. A/B testing allows you to test different versions of your marketing campaign to see which one is the most effective at achieving your desired results. 7. ### **Monitor your campaign's performance** Once your marketing campaign is up and running, it's important to monitor its performance closely. Keep track of key metrics like reach, engagement, and conversion rates so that you can identify areas for improvement. Regularly reviewing your campaign's performance will help you make adjustments as needed to maximise its effectiveness. 8. ### **Use landing pages** A well-designed landing page can be a powerful tool for marketing campaigns. Landing pages are designed to capture leads by providing relevant and valuable information in exchange for contact details. Make sure your landing pages are optimised for conversion by including a strong call-to-action, persuasive language, and a clear value proposition. 9. ### **Don't forget about your mobile users** In today's world, it's important to consider the needs of mobile users when planning marketing campaigns. More and more people are using their smartphones and tablets to access the internet, so it's essential that your marketing materials are optimised for mobile. This includes making sure your website is responsive, your emails can be read on a small screen, and your ads are properly formatted for mobile devices. 10. ### **Test and measure your results** It's important to test your marketing campaigns before you roll them out and then track the results afterwards so that you can fine-tune your approach. Try different strategies and tactics and see what works best for your business. Regularly measuring your results will help you optimise your marketing campaigns over time and get the most ROI from your efforts. 11. ### **Focus on conversions, not leads** While it's important to generate leads, your ultimate goal should be to convert those leads into paying customers. Make sure your marketing campaigns are focused on driving conversions by providing relevant and valuable information that speaks to the needs of your target audience. Use strong calls-to-action and lead capture forms to encourage conversions and track your progress so that you can continually optimise your campaigns. 12. ### **Create multi-channel ad campaigns** Don't rely on a single marketing channel to reach your target audience. Instead, create multi-channel ad campaigns that use a combination of channels like email, social media, paid ads, and content marketing. This will help you reach more people and maximise the impact of your marketing campaigns. 13. ### **Create an ad strategy that corresponds to your buyer’s journey** Your marketing campaigns should be aligned with your ideal buyer’s journey. Map out each stage of their journey and create marketing materials that correspond to each stage. This will ensure that your campaigns are relevant and valuable at every step of the process. --- By following these tips, you can optimise your marketing campaigns to attract more customers and get better results. By taking the time to segment your audience, develop a strong value proposition and focus on conversions, you'll be well on your way to success. So, what are you waiting for? Get started today! If you need any help, simply [get in touch with Bigwave Marketing](https://bigwave.co.uk/contact/) for the best results. --- ## Top Secrets to Creating High-Quality Prints for Marketing **Print marketing is still highly valued, with materials acting as tangible objects that your customers can keep forever. Creating eye-catching and abstract designs is all well and good, but if you're looking to print your designs, there are some things you need to know.** So, we've put together our top secrets to creating high-quality prints for marketing that'll make your creations pop! ## 1. Use High-Resolution Images The rule of thumb is to use images that are 300dpi (dots per inch). Bear in mind that most online images are only 72dpi, which won't print well. When it comes to print marketing, it's always better to be safe than sorry, so use high-resolution images whenever possible! ## 2. Print on Thick Stock One way to make your print marketing materials look high-quality is to print them on thicker stock. This could be anything from 100lb cardstock up to 24pt paper. The heavier the paper the higher the quality in terms of look and feel. ## 3. Use a Speciality Printing Process If you want your print marketing materials to stand out, consider using a speciality printing process. There are several options available, from foil stamping to raised print. These processes add an extra level of dimensionality and will make your materials stand out. ## 4. Keep it Simple When it comes to print marketing, less is more. Create clean designs and use simple colours to create a look that's sophisticated and attractive. Too much clutter will end up looking messy, so keep it clean and easy to read and understand. ## 5. Embed Unique Fonts If you're using a custom or unique font in your design, be sure to embed it before sending your file off to print. This will ensure that the computer printing your marketing materials doesn't register your font as an image, preventing your brand's font from being converted into a standard font such as Arial. ## 6. Create Bleed Lines When you print your materials, it's important to account for bleed lines. Bleed lines are the extra margin of space added to each side of the print area. This allows for slight inaccuracies in the printing process without ruining your final product, so make sure to add bleed lines to all of your print marketing materials! ## 7. Check Your Colour Modes If you're going to print your poster, it's important to understand the difference between RGB and CMYK colours. RGB colours are used for digital displays and look different when printed in CMYK. To avoid any printing issues, make sure you convert your design to CMYK before sending it to print. ## 8. Understand File Formatting There are all sorts of print file formats, from PDFs to JPGs. But not all file types are created equal – some are better for print than others. When you're printing your marketing materials, it's important to use the right file type to avoid any print issues. The best file formats for printing marketing materials are PDFs and EPSs. ## 9. Always Test Print Before you print your marketing materials in bulk, it's always a good idea to test print first. This will allow you to catch any potential print issues before they become a big problem. Simply print out a few copies of your design on your home or work printer and take a look at the final product. This is an easy and effective way to troubleshoot any print problems as well as spot mistakes in your content or design. ## 10. Get a Second Opinion Following on from carrying out test prints, it's also getting a second opinion on your print marketing. It can be difficult to spot mistakes when you've been working on and looking at your materials 24/7, so a fresh pair of eyes will help you uncover any inconsistencies. - For more information and print marketing, check out our [Ultimate Guide to Print Marketing](https://bigwave.co.uk/blog/the-ultimate-guide-to-print-marketing/), or find out more about [the history of print media](/okf/article/a-brief-history-of-print-media.md). Alternatively, [contact us](https://bigwave.co.uk/contact/) about our [print design](/okf/page/print-design.md) service. --- ## Top things to do in Torquay If you're looking for cost-effective things to do this year, Torquay will not disappoint. As a local marketing agency based in Exeter, Plymouth and Torbay, we love it here and we're not afraid to shout it from the rooftops. Our sunny seaside town has had many names over the years from Torrequay, Torkay, Torkey, Tor Quay and is now finally the Torquay we know and love. Boasting over 10 beaches from sandy to shingle, as well as loads more, we have put together our top five things to do in Torquay. ### **Penguins, Puffins & Paninis at Living Coasts** [Living Coasts](https://www.livingcoasts.org.uk/) is the perfect place to pick up a penguin! Just not literally. Visit the aviary with over 300 swooping birds. Children and adults alike will enjoy the aquarium where they can view our clever octopus and majestic rays. Admire the adorable otters and experience feeding time at Seal Cove. There is even a soft play area with a new augmented reality interactive sandpit. Once you have explored Living Coasts you can enjoy the best fish and chips on the bay in the Terrace Café which boasts panoramic views across the Torbay coastline. **Price: adults £13.65; children £10.30; Children under 3 go FREE!**### **Ride Back in history with Babbacombe Cliff Railway** [Babbacombe Cliff Railway](https://www.babbacombecliffrailway.co.uk/) - if you’re ok with heights then it's worth taking a ride in Torquay’s pride and joy. Originally built back in 1926 but renovated back in 2003, this funicular railway is bound to be hit with all ages, from train-loving children to pensioners. Enjoy the panoramic sea views and save a steep walk down to the beach. This railway track is nearly 720 feet long and the cars descend at up to 500 feet per minute. On average, they carry a whopping 100,000 people per year! **[New 2019 Pricing](https://www.babbacombecliffrailway.co.uk/prices-opening-times/): adults: from £2 and children from £1.60** ### **Thatcher Point: an iconic view** Thatcher point provides the best view of the iconic Thatcher rock. Easy on the pocket, with a ticket price of £0 it’s a must visit piece of Devon coastline. Plus, it couldn't be easier to find as we have even provided you with the Google maps [link](https://goo.gl/maps/KM5K1Ls2t9C2) to help you find it. Share your photos with us using the hashtag #BigwaveThatcher on Facebook, Instagram and Twitter. **Price: free!**### **Clotted cream and crafts at Cockington Court** [Cockington Court](https://www.cockingtoncourt.org/) in Torquay is a must visit, this destination combines history with the present day. Being only one mile from the seafront it's a perfect summer picnic location, plus there’s lots to see and do. Cockington Court boasts over 20 skilled and contemporary artists and craft makers in the studios. See the glass blowers create incredible works of art and taste the chocolate created by their chocolatier. Once you’ve seen the sights there should be time to sit down and enjoy a Devonshire cream tea, the correct way (cream before jam) in their grade II listed manor house. Plus, this attraction has free entry (only pay for parking) and it’s even dog-friendly. **Price: free!** ### **Be a giant for the day at Babbacombe Model Village** [Babbacombe Model Village](https://www.model-village.co.uk/) has over 13 thousand mini inhabitants and 413 miniature buildings and additions such as hot air balloons, canals, Paignton Zoo exhibit and so many more. It even launched a new cinema show in March 2019 called ‘The Lost World 4D’. The evening is a great time to visit and you can admire the night-time illuminations where thousands of miniature lights enable you to see what is happening inside many of the models. If you keep your ticket and obtain a photo pass from the gift shop you can come back within 7 days for free allowing you to visit in the day *and* the night. **Price: adult £11.95; senior (over 65) £10.95; child (3 to 14) £9.95** ### **English Riviera wheel** Just think of the London Eye on a smaller scale. [The English Riviera wheel](http://www.englishrivierawheel.co.uk) is located in the stunning Pavilion Gardens, overlooking Torquay Habour. The wheel offers a reaches heights of 60 metres. That's almost the same height as double-decker buses stacked one on top of another! A trip around the wheel takes approximately 12-minutes, enough time to take in diverse sights from across Torbay. Fun, thrills, geography and history - all rolled into one. The English Riviera wheel is open daily between April and October from 10:00 to 20:00. **Prices: adult: £6; concessions: (Students / Senior Citizens) £5; child (under 1.4 metres) £4; Family Ticket: £18** --- ## Top tips for a successful Facebook advertising campaign You’ve decided to try your hand at advertising on Facebook? Great! Facebook is an effective and intuitive platform on which to advertise your product or service which we highly recommend you use it. But, to be successful, you need an effective Facebook Advertising campaign. Don’t fret. This article is here to assist you in your pursuit to effectively advertise on Facebook. Continue reading to learn what constitutes a fruitful Facebook advertising campaign. ### **Constructing a Facebook Ad Campaign** #### **Ad fundamentals** First and foremost, it is important to choose the most appropriate ad format for your campaign. This dictates where your ad will be displayed on Facebook. For instance, an ad in a user’s newsfeed may have a higher engagement rate than a column ad (on the side of the page), therefore driving more traffic and perhaps a better click-through rate (CTR). However, they also tend to be more expensive to manage and maintain. Additionally, which type of ad you decide to use for your campaign also helps determine how successful the campaign may ultimately be. For instance, will you decide to make use of a video advert, that perhaps demonstrates your product or service in use? Or instead, will you opt for a photo ad and include a call to action prompt in the hopes of making conversions that way? Examples of ad types include: - Image – highly visual, eye-catching content - Video – using video content to draw the user in - Carousel – showcase up to 10 images within a single ad - Canvas – a full-screen, highly engaging experience #### #### **Budget** A vital aspect of creating an ad is the budget that you decide to allocate towards it. Facebook allows you to set either a daily budget, arguably more appropriate for shorter adverts, or a lifetime budget, which enables the user to set how much they would like to spend for the entirety of the ad’s duration. These options can be found within the ‘ad sets’ edit page. There is no right choice when deciding upon which budget option is right for you, however, it should be made clear that your budget, whether daily or lifetime, should be an appropriate amount. Consider your costs, potential profit available and the amount of money you wish to spend before determining the budget for your campaign. Remember, that this amount is not set in stone and can be altered during your ad’s run, provided of course, that the new amount has not already been exceeded. #### **Audience** Additionally, you can also choose where the adverts of your campaign are displayed geographically and who you intend to have your ads target. Facebook provides you with tools that enable you to target specific locations or a set distance within an ‘x’ kilometer radius of a locality of your choosing. Moreover, the age, gender and specific interests of your desired audience can also be tweaked, allowing you to precisely target your preferred demographic. #### **Tracking** The best method to monitor the actions people take after clicking on your Facebook ads and measure the return on your investment (ROI) is by creating a conversion-tracking pixel. Once set up, you can apply it to the pages of your website where conversions take place (for instance, thank you pages). The pixel then tracks these conversions back to your Facebook Adverts. The Facebook tracking pixel uses JavaScript code and therefore may require the assistance of a website developer to properly install. However, we fully recommend that you do. ### **Elements of a Facebook ad** So, you’ve chosen what type of ad you’re going to use for your campaign, where and how it’s going to be seen and how much you’re prepared to spend. Now you’re probably thinking: ‘how do I create an effective ad that is going to be appealing to my target audience?’ While each ad will be unique and specific to a campaign’s goals, there are a handful of general rules that can be followed to create an engaging ad. Facebook ads themselves are typically comprised of several elements: 1. Headline 2. Text 3. Description 4. Call to Action (CTA) 5. Image Choice Let’s discuss these individual aspects in more detail and break down how to get the most out of each one. #### **Headline** What makes an attractive headline for a Facebook ad? While maximum character length will differ across various ads platforms, one key rule should be followed no matter which platform you decide to use: Writing a concise headline is of the utmost importance. According to research by Hubspot, up to 35% of those aged 18-24 use their mobile phones to engage with and browse through their Facebook feeds, while that figure is only somewhat lower at 30% for those aged 25-34.[\[1\]](file:///C:/Users/bethmarkey/AppData/Local/Microsoft/Windows/INetCache/Content.Outlook/9DTBC5F8/Most%20Effective%20Facebook%20Advertising%20Campaigns%20-%20Final%20Draft.docx#_ftn1) With this in mind, a shorter, more direct headline is more likely to catch the attention of an individual who is casually scrolling through their Facebook feed than one that is longer and therefore perhaps more difficult to extract meaning from. Positive words that give the impression that user engagement with the ad will be beneficial to them may also be an important feature to incorporate into your ads when applicable. #### **Body text** In a Facebook advert, the text is displayed above the image or video. Again, being concise here is very important. If you want to attract potential customers with an eye-catching headline and a striking image, then provide them with the information that is pertinent to the product or service you are advertising. #### **Description** The description of an ad provides you with 250 characters in which to describe whatever it may be that you’re advertising. Which words you choose are up to you. However, there are several things that any copywriter should consider when writing. This will only be visible while viewing Facebook ads on computers or laptops. It will not display when using mobile devices such as smartphones or tablets. Again, concision is of paramount importance. You have a limited number of characters and so the more concise your writing is, the better your description can be and the more convenient it is for the individual viewing the ad. Moreover, positivity is key. Make use of words that elicit a positive response from the reader, while also taking advantage of their selected interest in what you are advertising. Remember, providing the ad has been set up correctly, there will be a reason that they are seeing your ad. Appeal to your target audience! #### **Call to action (CTA)** Facebook Ads provides its users with a variety of call to action prompts from which to choose. Found opposite the caption, the call to action button can be a great motivator so make sure to choose the prompt that is most appropriate for your ad. Remember, people are indecisive and love being told what to do in a moment of uncertainty. A call to action prompt that suits their desire can help decide whether an ad is clicked or whether it is ignored. #### **Image Choice** Lastly, take care to wisely choose the image that at a glance, your target audience may take to represent the product or service that you are advertising. People often quickly scroll through Facebook and therefore your ads, without stopping to browse. Because of this, make sure that your chosen image(s) accurately represent, are eye-catching at a glimpse and are appealing to those who will view it. Managing Facebook Advertising campaigns can be difficult and at times, daunting experience. However, when broken down, there are general rules that all campaigns can and should adhere to. In addition to the information outlined above, consider the following suggestions: **P** – **Proposition**: does your ad have an enticing and attractive offer that is going to not only appeal to your target audience but also set you apart from the rest of the competition? **E – Eye-catching**: attractive, visual content that is eye-catching is much more likely to be re-posted, liked and shared on Facebook than an ad that is drab and boring to look at. Make sure the visual media you choose is representative, appropriate and of course, appealing to the eye. **A** – **Action**: does your ad incorporate an appropriate and engaging call to action prompt? Help make the customer’s decision easier by encouraging them to click your ad. The right cue can take the pressure off the customers’ shoulders and persuade them to make the click! **R – Relevant**: if you’re showing ads to people that aren’t in your target audience, then your ads aren’t going to be relevant and you won’t see any success. The more relevant your ad is to your audience, the higher your relevancy score will be. In turn, Facebook will treat your ads more favourably and you will, therefore, see greater success on the platform. Remember **P.E.A.R** in addition to the information contained within this article and you’ll be seeing success and effective advertising on Facebook in no time at all. -- *We are experts in all aspects of creative and digital marketing and would be more than happy to assist you in any of your online advertising and marketing needs.* *Please click the following link to view the entirety of our range of services:**[https://www.bigwavemedia.co.uk/services](/)*--- [\[1\]](file:///C:/Users/bethmarkey/AppData/Local/Microsoft/Windows/INetCache/Content.Outlook/9DTBC5F8/Most%20Effective%20Facebook%20Advertising%20Campaigns%20-%20Final%20Draft.docx#_ftnref1) https://research.hubspot.com/charts/younger-consumers-facebook --- ## Tried & Tested Ways That'll Boost TikTok Engagement **TikTok is like other social media platforms that allow you to like, comment and share content, but this platform focuses on video.** TikTok has a unique algorithm that allows most users’ content to be seen no matter how many followers they have. The algorithm detects whether content has been shared with another user, how much time you spent watching a video, and how many times you have viewed it, tailoring your feed to the content you like. ## **Useful Ways to Boost TikTok Engagement** ### **1. Give Engagement to get Engagement** Like most social media platforms, TikTok mostly works in the same way concerning engagement. You must give just as much engagement to other people you are following or to your followers, to receive the amount of engagement you would like for your channel. ### **2. The Three-Second Rule** It’s been confirmed that the first three seconds of a TikTok are the most important, as this is where viewers will decide whether they want to view the rest of your content. If you can include a good CTA within these first few seconds then you’re likely to gain more viewers, which essentially should turn into a higher engagement rate. ### **3. Trending Videos and Audio** When you see a trending video or audio, it’s important to make use of it. Trends are trends for a reason, so if you can catch them early then this could be really beneficial for your channel. If the trend continues to grow and you have created a good response, then it’s likely that your video will do well in terms of engagement. ### **4. Utilise the Q&A Feature** One of the best features of TikTok is that you can respond to comments using a video, in the form of a new TikTok. This can be really beneficial to use since it shows your audience that you’re willing to continue a conversation, and it also shows credibility on the users’ behalf since you’re presenting a more personal style of responding to a statement or a question, rather than just responding via the comments section. TikTok also recently added the Q&A feature, which is a very similar concept. Ensure you use the Q&A feature too to help build strong relationships on your platform. ### **5. Live Stream** Another great feature of TikTok is its live stream feature. Like Instagram, TikTok’s live streams are a great way to get your channel and content to appear in the ‘Explore’ section. If you own a business, live videos are a great way to connect with your audience, so you can show them in real time what you have to offer. Since the start of TikTok shop, many businesses have started to use this feature in hand to boost engagement. ### **6. Take Inspiration from Other Channels** It’s important to find similar channels to yours so that you have somewhere to look for inspiration. Whilst noting that you shouldn’t copy, it’s not harmful to take inspiration from where you can. You have to think that most of the successful channels on TikTok have most likely taken inspiration from others, so don’t be afraid to do so yourself. ### **7. Make Use of the Descriptions** TikTok has recently made a big change by increasing the character count within descriptions from 300 to 2200. This is a large jump in characters which will become very beneficial to users, especially business channels. It’s important to make the most out of this change since now you will be able to share more information about your content. ### **8. Consider Investing in TikTok Ads** Since TikTok has one of the most engaging user bases, its ads offer businesses an opportunity to be discovered by a highly engaged audience. It’s been confirmed that [72% of TikTok users find the advertising feature on the platform encouraging](https://keyhole.co/blog/how-to-increase-tiktok-engagement/), so this shows how businesses are continuously trying to improve their ads so that they align with users’ interests. --- Whilst these were the main proven ways to improve your engagement, there are more ways being discovered every day. It’s important to research on your own behalf too, to find out what could work best for you and your business. However, the most important takeaway from this blog should be that posting quality content consistently is key to a cohesive improvement in engagement. Also, remember that it’s not always about having a strict regime, but about having fun and showing your creative side! The more unique and engaging your content is, it’s more likely that users will see your account. If you need any help with [social media management](/okf/page/social-media-management.md), why not [get in touch with our team today](https://bigwave.co.uk/contact/)? --- ## Twitter Introduces Keyword Targeting Social networks are constantly looking for ways to monetize their sites without needing to pass charges on to their users. For most, the majority of their income comes from brands and advertising wishing to promote their services to targeted users. Last week, Twitter announced a major new update in their offering to brands and advertisers, which some estimate could earn the company $1 billion a year. Brands will now be able to promote their tweets based on keywords in users' tweets and the tweets they interact with, plus the user's location, device and gender, meaning advertisers will be able to market their products and services more precisely. For example if someone tweets about a favourite band, which happens to be playing locally to them, they may see a tweet from the concert organiser promoting tickets. Or if someone tweets about wanting a coffee, they may see a tweet from a coffee shop near to them. Twitter previously promoted tweets in a less focused way. Users were targeted by who they were following, how they interact with other users and tweets and what they retweeted. Twitter claims that the new algorithms will improve users' experiences as they will see more relevant Promoted Tweets. In advertising tests, the micro-blogging company found that users were significantly more likely to engage with keyword-targeted ads than other forms of timeline targeting. The profiling of subscribers to networks such as Facebook and Twitter and the use of targeted advertising is no longer a growing trend in online marketing; it has become a key a part of it. The opportunities to businesses to market to specific audiences is unrivalled with other media, as social networks hold so much data about our interests, feelings and precise locations - data which marketers have forever been clamouring for. Bigwave can help you with social media and online marketing. Get in touch with simonbeer@bigwavemedia.co.uk for more information. --- ## UK trust members smash ‘Road to Tokyo’ challenge Members from UK leisure and cultural trusts have stepped up and logged an impressive 21.5million steps in a ‘Road to Tokyo’ challenge, as part of a free initiative from leisure & cultural marketing experts, Bigwave Marketing. The interactive, digital challenge was created to celebrate the rescheduled Tokyo games and aimed to help operator trusts to re-engage with members by encouraging them to join forces in an active challenge. The premise was simple – support your local trust, log your daily steps, and metaphorically walk, jog or run to Tokyo in time for the games. The steps were logged by trust members via the [communityactive.org](http://communityactive.org) website where they became teammates with their local trust and logged daily steps to contribute to the team’s overall effort. Trusts moved up and down the leader board across the two weeks in which the challenge ran (23 July - 8 August), all vying for the top spot. 13 UK trusts took part in the free challenge, with operator sites competing against each other to see which site could go the furthest distance. The leader board enabled everyone to compete both locally and nationally. The collective 21.5 million steps notched up equated to 10,751 miles and smashed the target of 5,938 miles, which represented the distance between London and Tokyo. Trust members logged almost enough steps to make the return journey. Simon Beer, Operations & Digital Director, Bigwave Marketing said “We were impressed with the volume of steps and healthy competition between trust operators. One member (Claire) from Abbeycroft Leisure in Hertfordshire notched up an impressive 298,210 steps just on her own, that’s equivalent to 149 miles! “Working with trusts across the UK, we were conscious of the efforts to re-engage members of the community and welcome them back into facilities following the impact of the COVID lockdowns. We wanted to build something that was fun, free and accessible to help Trusts reconnect”. The challenge was an exercise in “trust”, as it relied on honest step totals being added. However, the agency coded the system to require any step count over 10,000 to require proof in the form of image uploads. The final three positions on the leader board, for most steps covered by a trust operator, went to Basingstoke Sports Trust which achieved Bronze, Trilogy Leisure which took silver, and Halo Leisure which claimed gold. Halo were duly crowned the champions with their members logging an impressive 8,938,519 steps. Cathy Fletcher, Marketing Manager, Halo Leisure said “We really wanted to do something to celebrate the Tokyo games but it wasn't practical to ask the centres to put on additional activities when they were already busy supporting existing members and welcoming new joiners. The Road to Tokyo campaign was perfect as it allowed us to link our customers with this wonderful sporting event with minimal effort from operational staff on sites. “The visual assets and accompanying content produced by Bigwave were fun, eye catching and engaging. Our staff really bought into the concept and encouraged all members to take part - reminding them to record the steps of activities taking place in and out of our centres. “If the steps on the Road to Tokyo was an official sport, Halo would have been at the top of the leader board and proudly wearing gold!”. The campaign was provided free to any UK trust and was run entirely via the communityactive.org website. Community Active is an initiative from Bigwave Marketing that was launched during the first UK COVID-19 lockdown to support UK trusts and provide a platform to champion the trust model. The agency has grown the site through partnership with Community Leisure UK - the members’ association that specialises in representing charitable Leisure and Culture Trusts across England, Scotland and Wales. The site seeks to make it easier for people to find an accessible and inclusive sport, leisure, arts or culture activity near them. Among recently added features is timetabling, which is powered by imin and enabled by Sport England’s open data initiative OpenActive. Find your local trust operator site at [www.communityactive.org](http://www.communityactive.org) --- ## Using AI for Data-Driven Marketing Strategies A [marketing strategy](/okf/page/home.md) is often based on a sales funnel, often represented by the acronym AIDA. This is a sequential process starting at the broad opening of the funnel (Awareness), progressing through the middle stages (Interest and Decision), and culminating at the narrow base (Action). This model has been the foundation of marketing strategies for many years. However, in the rapidly evolving digital business landscape of today, the traditional sales funnel might no longer be adequate. According to a report by Raconteur, the concept of the sales funnel is becoming outdated. The customer journey has transformed into a more intricate, multidimensional experience, incorporating numerous touchpoints across various channels. Given this shift, what alternative approach could potentially supplant the conventional sales funnel? ## What is an AI-driven marketing Strategy? AI marketing involves the use of artificial intelligence by marketers to gain insights into their customers and create improved strategies. A marketing strategy driven by AI is customised and fine-tuned for the unique customer journey required for your brand or business. This can encompass tools such as chatbots, precisely targeted advertising, multifaceted and automated customer journeys and in-depth dataset analysis. The typical process of incorporating AI into marketing involves AI gathering data, learning customer behaviours, and analysing this information to aid a business in achieving its objectives. AI can even engage with customers who exhibit specific actions on a website, such as clicking a button or interacting with social media posts. ## 3 ways AI can help your marketing strategy? There are many ways in which AI can help you to plan and create a successful and efficient multi-channel marketing strategy. However, it is worth noting that relying too heavily on AI can harm rather than help your marketing strategy. Discover them in our blog on: Ethical concerns of using AI in marketing. ### Using Predictive Analytics and Forecasting in Marketing Strategies AI-driven predictive analytics empowers marketers to maintain a competitive edge. By examining past data, market trends, and external factors, AI tools can accurately predict future outcomes. This ability allows marketers to proactively adjust strategies, optimise resource allocation, and pinpoint emerging opportunities, all of which contribute to gaining an advantage. As AI continues its advancement, its influence on marketing strategies becomes even more profound. From refined data analysis and personalised customer experiences to sophisticated segmentation and predictive analytics, AI is transforming how marketers approach campaigns. Harnessing AI's potential empowers businesses to base decisions on data, deliver precisely tailored messages, and enhance marketing efforts for better outcomes. However, it's crucial to recognise that AI isn't a magical solution that replaces human creativity and intuition. It serves as a potent tool that amplifies human capabilities. Marketers should aim to strike a balance between AI-driven insights and their own expertise to create impactful campaigns. ### Analysing Customer and Buyer Data to Influence Your Marketing Strategy AI-driven analytical tools excel in handling large volumes of data and revealing insightful information. Through the identification of customer behaviour patterns and market trends, AI algorithms empower marketers to make decisions based on data. This, in turn, aids in refining strategies for more effective results. ### Using Customer Segmentation to Optimise Your Marketing Strategy AI empowers marketers to conduct precise and sophisticated customer segmentation. Through the utilisation of AI-driven algorithms, marketers can pinpoint distinct audience segments based on their attributes and actions. This heightened comprehension enables them to customise messages and campaigns according to the distinct requirements of each segment. This tailored approach leads to enhanced engagement and conversion rates. ## Bigwave Can Help You with Your Marketing Strategy Bigwave is a prominent creative marketing agency based in the Southwest region but working with clients from across the UK. Our team consists of skilled designers, developers, and marketers who join forces to craft exceptionally effective marketing strategies and campaigns. We leverage our deep-rooted industry insights, expertise, and combined experience to achieve this. If you're interested in discovering how the Bigwave team can assist you in devising, constructing, and executing a prosperous marketing strategy for your business or brand, don't hesitate to [reach out to us today.](https://bigwave.co.uk/contact/?swcfpc=1) --- ## Virtual Employees and the Benefits of Hiring One Have you heard about virtual employees and wondered what they are?Virtual employees are similar to freelancers, who operate remotely, whether at home, in an office of their own or in a collaborative space that is becoming increasingly popular. However, even then, they still differ. Hiring an employee virtually can be an excellent alternative to hiring someone in-house for several reasons, especially for small businesses or those hiring their first employees.Virtual employees are not directly hired but through a third-party company. Who would have thought you could hire someone who works in an office to work for your office? Mindboggling, but surprisingly effective and efficient.As virtual employees are hired through third parties, there are a lot of benefits for businesses, including avoiding the whole recruitment process. For most jobs these days, all you need is someone whose computer literate with an internet connection, and they can work from anywhere.## **Benefits of Virtual Employees** It isn't possible to directly hire employees virtually, only through companies that are similar to recruitment agencies. So, you would be paying the company for their services rather than paying the employee. There is more to working with employees virtually than just the perks of technology. Some of the key benefits include: - They help with repetitive tasks such as responding to email and telephone enquiries and creating spreadsheets, so you have more time to focus on the work required to grow your business. - Hiring a virtual employee does not cost as much as hiring a traditional employee. There are no salaries, hiring and onboarding costs, or office/equipment fees. - Virtual working is highly valued by millennials, one of the largest generations in the workforce today. - Hiring virtual employees is more sustainable, saving things like fuel from commuting. - The virtual agency will manage the entire hiring process on your behalf, including any legal issues. - It is faster and more convenient than hiring yourself. - Trust and continuity, as a virtual employee is from a third-party agency, you can trust they will get the work done and not disappear. - There is no need to worry about payroll, taxes, etc. Despite the many benefits of hiring an employee through a third-party company, it is important to be aware of the cons. It isn’t always ideal for companies where collaboration and social interaction are the main focuses. It's also worth thinking about the possibility of inaccessibility and issues surfacing when you least expect them that are difficult to handle remotely. ## **Managing a Virtual Employee** Managing a new employee from a third-party agency will require a lot of communication. This will begin with running through what they need to do, how to use the programmes you use in-house (if they are unsure how), training them on the exact tasks for completion, and setting goals and deadlines. You must be clear about your expectations.It is like managing employees in-house. Whether you are communicating with one another daily or not, your virtual employees should be treated as a member of your team. They should be offered the same support and guidance as everyone else. After all, they are there to help you.## **How to Hire Virtual Employees** There are companies where you can hire employees virtually. However, they haven't taken the world by storm yet.The best thing to do is work out what your business's needs are. Whether it is finding someone to manage your customer services or social media scheduling. Some of the top virtual staffing companies include:- [**Virtual Employee**](https://www.virtualemployee.com/), whose motto states that CEOs save 70%. - [**Smart PA Virtual Assistants**](https://www.smart-pa.com/uk/business-services/virtual-assistant-services?utm_source=adwords&utm_medium=ppc&utm_term=virtual%20assistant%20service&utm_campaign=UK_Personal-Assistant_Virtual-Assistant&hsa_grp=129642439891&hsa_acc=9929555408&hsa_src=g&hsa_tgt=kwd-117347431&hsa_ver=3&hsa_kw=virtual%20assistant%20service&hsa_mt=b&hsa_net=adwords&hsa_cam=13461998799&hsa_ad=544504691751&gclid=CjwKCAjwzt6LBhBeEiwAbPGOgfBPPuJhDoRwzP8UgdltnPL6jVUFSokOKoAb05WphvPboAfVg8JC1hoCE3YQAvD_BwE), offering flexible support for admin tasks. - [**Multiplier**](https://www.usemultiplier.com/lp/global-employment?utm_term=hire%20remote%20workers&utm_campaign=Search+-+Northern+EU+-+Employ+Globally&utm_source=paidsearch&utm_medium=google&hsa_acc=3635426413&hsa_cam=14494300946&hsa_grp=129682484154&hsa_ad=542926466601&hsa_src=g&hsa_tgt=kwd-323243656789&hsa_kw=hire%20remote%20workers&hsa_mt=p&hsa_net=adwords&hsa_ver=3&gclid=CjwKCAjwzt6LBhBeEiwAbPGOgbxz00_UuuLS-JNbbFMitKhbTjDzYZ_1QBZT8ngEXQf5fxx3mAJ_KBoCOmYQAvD_BwE), a way to hire employees fast with transparent pricing. - [**Hire Smart Virtual Employees**](https://hiresmartvirtualemployees.com/), offering remote, full-time members of staff in several fields. --- With the likes of remote working and the rise of businesses hiring virtual employees, we are seeing a drastic change in the landscape of the typical office working setting.At Bigwave Marketing, our employees take the hybrid working approach, with three days at home and two in the office. To find out about our marketing services, please [**get in touch**](https://bigwave.co.uk/contact/). --- ## Virtual Events: Are They Worth It? **The Covid-19 pandemic messed with many businesses' event strategies, forcing them to turn to the digital world to try and provide people with an event experience good enough for them to remain loyal. Many businesses had to transition to online working, working from home and communicating with colleagues and clients via video chats and instant messaging services.** During that time, there was a surge of panic for businesses with events in place. Initially, many of them were cancelled, especially the likes of music concerts and workout classes. However, it wasn't long before it was decided that we can make this work online. The value of face-to-face interaction will never go away, but there are many benefits to hosting virtual events. In this blog, we investigate what virtual events are, the types, pros and cons, reasons to host a virtual event, and how. ## **What is a Virtual Event?** Virtual events are events that are held online. They can either be live-streamed or pre-recorded and require a good computer setup and Wi-Fi. There are several types of virtual events, including: - Music concerts - Webinars - Workout classes - Meetings - Conferences - Online trade shows and exhibitions - Virtual weddings - Job, university, and onboarding fairs ## **Why Host a Virtual Event?** Virtual events are an essential way to deliver a message. Whether you're a marketing company creating educational videos or a leisure centre making pre-recorded workout videos. Virtual events broaden audience reach, drive leads and revenue, and build loyalty and lifetime value. Hosting an event virtually is also paramount for accessibility, and it's a shame to think that most of the virtual events we have available now are a result of the pandemic. Virtual events ensure that people who physically can't attend in person due to a disability, can. Another reason to host a virtual event is to savour business budgets. Online events are less costly, saving money for other essential business expenditures or larger, annual events that require more of a budget. ## **The Pros and Cons of Virtual Events** We look at the pros and cons of running virtual events. The pros include: - **Cost and time effective –** Virtual events save businesses time and money, particularly on things like venue and catering hire. - **Provide flexibility –** There are several interactive tools that can be used online to increase engagement and complement branding. Attending events from the comfort of your own home is also a bonus. - **Expand customer reach –** Events hosted in-person are likely going to have attendees who live nearby or have easy access to your event venue. Hosting a virtual event allows for your radius to widen to people outside your location and further afield (across the world if you will!). - **Expand collaborator/speaker reach –** Virtual events provide businesses with the opportunity to acquire speakers and collaborators for the event from anywhere in the world. - **Accessibility and scalability** **–** There are no limitations with venue capacity, so more people can attend. Plus, people who can't attend regular events due to accessibility can also attend virtual events, which is incredibly important. On the other hand, the cons of virtual events are: - **Technical issues –** Something we all dread, the WiFi cutting out during a live stream or online tools not working the way they should be. It doesn't happen all the time, but it can. - **Lack of networking opportunities –** Attendees can't meet, greet, or network with as many people as with an online event. However, virtual breakout rooms or separate video chats are a viable option. - **Distractions –** Sometimes, the TV can be distracting, or a personal mobile phone ringing, or children running in front of the camera. But a quiet setup far away from all this can avoid distractions altogether. ## **How to Host an Online Event** The planning process for hosting a virtual event barely differs from any other event. In other words, don't do anything different or put any less effort into a virtual event. To begin, decide on how you are going to stream the event. Then, make sure to create a clear and engaging event guide that lists everything attendees need to know, from how to join, to the times and tools they need to use. Be transparent about ticket pricing (and make it affordable), think carefully about session timings, whether there is a risk of encountering connectivity issues, and make sure to provide your attendees with feedback surveys for your own benefit. Once you have hosted your event, you can use these surveys, among other data, to analyse the event's success and if there are improvements that need to be made for the next event. You can host virtual events on[ Zoom](https://zoom.us/), [HeySummit](https://www.heysummit.com/), [BigMarker](https://www.bigmarker.com/), [Eventcube](https://www.eventcube.io/), [Eventbrite](https://www.eventbrite.co.uk/l/virtual-events-platform/) and many other platforms. --- At Bigwave Marketing, we host virtual events for our staff and clients, from marketing webinars to Deep Dive sessions, and we welcome anyone who may be interested in upskilling in marketing. To find out more, why not [contact us](https://bigwave.co.uk/contact/)? --- ## Volunteering at the England Rugby World Cup 2015 Bigwave's very own Erika Smith volunteered at the Rugby World Cup 2015, she details her intriguing experience below:My England 2015 Rugby World Cup journey began almost 18 months ago when I registered my interest as a volunteer. I was 1 of 20,000 applicants nationally who applied; 10,000 of which were interviewed and 6,000 were accepted for a position as 'Part of The Pack'. The Pack training began with a visit to Milton Keynes for a team building session in May, followed with online modules, individual Functional Area in Bristol training and Home Turf training in Exeter. My role was in the 350 strong Accreditation Team was to assist with the distribution of 50,000 RWC 2015 accreditation passes to everyone that needed to attend any of the 13 venues across 11 cities who wasn't a tournament guest or spectator. This meant dealing with many different people from client groups, players, broadcasters and press to caters, contractors and the Pack workforce.My interest in rugby has developed intensely over the past 6-7 years. I have gone from watching my first game on TV in 2008, to playing rugby myself for a local league in England and later in Australia. I have also managed to squeeze in going to multiple England International matches and 7s tournaments, whilst gaining my IRB Level 1 Rugby Union Coach qualification. I enjoy the camaraderie (anyone associated with the game or any member club will understand this) and clubs I had been members of and wanted to give something back. I decided that I wanted to be involved in the next Rugby World Cup in some way when watching the Women's RWC tournament hosted by England in 2010. As a 'big team player' I knew I would enjoy volunteering. I hadn't been part of the London Olympics 2012 or the Glasgow Commonwealth Games 2014 but I have friends who were 'Games Makers' who had told me about their experiences and I wanted to do something similar. When I heard England were hosting RWC 2015 I realised this was the perfect 'once in a lifetime' opportunity for me - I even changed my '5 year plan' for this tournament. I volunteered at Sandy Park, Exeter for 7 days in the Accreditation Team with a team of 15 (5 for each shift) from all different backgrounds and have met number of big name ex-players of the game, media and even Royalty. However for me it was all about being a part of an event that could expand international interest of rugby for future generations. I was offered the opportunity to volunteer at Twickenham Stadium for the RWC final with the Spectator Services! Having thoroughly enjoyed my experience at Sandy Park, of course I said yes! Volunteering for a large international event has been very rewarding and although rugby has been a key focus for me, the experience has meant sparked an interest in large events and I now considering volunteering for the Cricket World Cup 2019 - and I know nothing about cricket, yet! --- ## Ways to Use Social Media to Drive Users Down the Sales Funnel **Social media platforms have taken over the world. They are no longer predominantly used for socialising and communication, but for our working lives too. Over [3.6 billion of us use social media, the top platforms being Facebook, YouTube, WhatsApp and Facebook Messenger](https://sproutsocial.com/insights/social-media-statistics/), and the amount of users is only going to continue to grow in the coming years.**Social platforms are key for effective marketing, helping you gain authority and trust. Using channels such as Facebook and Instagram to promote your business will boost brand awareness, traffic, conversions, and insights. This might be through advertisements, product listings, and engaging visual content. Facebook and Instagram have become the top-performing platforms for users to research and purchase products. We have put together the most effective (and smart) ways to use social media to drive your audience down the sales funnel. ## **Optimise Social Media Landing Pages** To convert as many members of your audience as possible, optimising your social media landing page is essential. A social media landing page is a designated page designed for your social media audience. So much traffic is driven via social media. Therefore, a landing page is an integral part of your marketing strategy to generate leads and achieve successful conversions. They drive users to take action rather than browse. For example, if you have a new product launching, you should create a landing page with an engaging call-to-action to encourage users to purchase. ## **Create Quality Visuals & Content** Poor quality images and impersonal content can be detrimental to your social media posts and can give off a bad impression. Original, high-quality images that are related to your content are an effective way to drive your conversion rate up. Specifically on Instagram, a very visual social platform with high competition. Create visuals that stand out but are also in line with your branding to ensure consistency. For your content, make sure you write for your audience. Get to know who they are and what it is they want, carry out keyword and hashtag research and use appropriate call-to-actions. ## **Video Centric Posts & Ads** With the likes of TikTok and Instagram reels, videos have become more popular than regular image posts. They are more engaging, and information is easier to digest. The human brain can process information from [videos 60,000 times faster than text](https://www.falcon.io/insights-hub/topics/social-media-roi/10-tips-increase-social-media-conversions-2020/). Video centric posts and ads on landing pages can [help boost conversion rates by up to 86%](https://www.falcon.io/insights-hub/topics/social-media-roi/10-tips-increase-social-media-conversions-2020/). Your videos should not be too long, as users can easily lose interest or become distracted. ## **Ensure Brand Consistency** Brand consistency is important so your social media audience can easily identify who you are. Therefore, changing your brand guidelines can damage your engagement and affect your ability to achieve a conversion. Create posts that are in line with the rest of your brand's identity, such as a consistent colour palette and tone of voice in your content. ## **Focus on Engagement, Not Followers** You can’t gain a high volume of followers if you are not engaging with your current followers. Each social media platform works differently, so it is beneficial to research what days and times are best for you to post (as well as look at your profile’s insights), to grab their attention. Posting regularly (more than once a day), using relevant hashtags, tagging users and locations, and liking, commenting, and sharing others’ posts are also great for boosting engagement. ## **Monitor Analytics & KPIs** Your social media marketing strategy won't be effective if you don't analyse your past data. By looking at your key performance indicators, you can figure out which posts and ads are performing the best and why. With this data, you can tailor future content to exactly what your target audience wants or prefers. ## **Run Competitions & Giveaways** Competition and giveaways are effective for boosting your engagement and followers – people like free stuff! When running a competition, get your users to like, comment and share your post, as well as follow you, as a rule for entry. You can revolve your competitions around national holidays and worldwide events if you are short on ideas for content. --- By implementing the above strategies for your social media marketing, you can drive your audience further down the sales funnel until you eventually achieve a conversion. It won’t happen immediately but remain active and dedicated and you will see improvements. Need help being more social with your marketing? Our [social media experts at Bigwave](/okf/page/social-media-management.md) can help. [Contact us today](https://bigwave.co.uk/contact/) to enquire. --- ## Ways to Use Visual Content to Boost UX and Conversions We live in a world where visuals are essential for presentation and communication. Without visual appeal, it's hard to get noticed. Visuals aren’t just there to look aesthetically pleasing, they do a lot more like maximising user experience which eventually increases conversion rates. If a website’s design doesn’t look or work well, then users are likely to bounce. If an image on a Facebook ad is blurry, how much can they trust the brand's authority? Quality visuals are vital to stand out among competitors, attract customers/users, and boost brand awareness. So, we have listed a few ways to use visual content to enhance user experience to generate leads and improve conversion rates. ## **Infographics** Information and statistics displayed through images often incur high volumes of traffic as the content is delivered in an attractive and engaging way. The information is clear and precise, explained in a single graphic that is easy for people to digest. Infographics are proven to enhance user experience, and when users are satisfied, businesses see an increase in their conversion rates. ## **Accessibility** One of the most important ways to enhance user experience and boost conversions is to plan your designs to accommodate those who are visually impaired or suffer from dexterity issues. All disabilities must be taken into consideration such as ADHD, dyslexia, or colour blindness. To adapt to everyone, you can experiment with high-contrast colour combinations, use alt text on images, use appropriate font sizes and weights, bullet points for clear layouts, and subtitles on videos. ## **High-quality Imagery** Imagery is essential to capture the attention of your audience. If your website, social media post or promotional material, for example, does not feature images, your audience likely won’t communicate with you. Imagery humanizes content; it makes it look and feel real and trustworthy, especially if the quality is decent. Although stock images are fine to use in most cases, avoiding them and using original imagery is recommended. ## **White Space** Experimenting with white space is key to ensuring your visuals are retained in the reader's short-term memory. If there is too much going on, it is hard to decipher the message you are trying to put across and often confuses people. White space provides some relaxation time for the brain to reset, keeping readers around long enough to generate leads and conversions. ## **Videos** Videos ensure that users will stay and engage with your content for longer. Therefore, they are essential for conversion rates. However, not all users are fans of autoplay, so you may want to consider whether this is a feature you want to include, particularly for a website page. Videos are a great way to give your prospective customers a unique insight into your message or product. ## **Call to Action** The placement of your CTA is vital to direct your audience to where you want them to go. Whether it’s to sign up for a newsletter or a link to your webpage. A call to action is essential to get users to do what you want them to, but you have to be clever about the placement. If your CTA is a button, for example, it must be placed somewhere that is easy to find and read. It is also worth placing CTAs in your content for extra encouragement. --- Humans are visual creatures who are more likely to take interest in and trust your brand if you have high-quality designs and visuals. Once you have gained their interest and taken the time to enhance user experience, you will generate leads and hopefully notice an increase in conversion rates. Keep it up and you will maintain healthy conversions and happy customers. If you are interested in our marketing services, [get in touch](https://bigwave.co.uk/contact/) with our professionals today. --- ## We did it! Team Bigwave finish RockSolid 2015 Laura Rogers (Digital Account Executive), Rebecca Cooper (Account Manager), Simon Beer (Digital Director), Luke Stone (Account Manager), Kelly Pritchard (Senior Account Manager), Justin Peppin (Senior Designer), Dan Tofield (Studio Manager), Erika Smith (Designer), Rosie King (Junior Digital Account Manager), Adam White (Digital Project Manager), Luke Simpson (Head of Operations), Lee Potter (Creative Director), Liam Furzey (Designer), Tania Dos Santos Costa (Cleaner)\[/caption\] After weeks, days, (and in some cases hours) of training, Race Day was upon us. Kitted out in our matching [\#TeamBigwave](https://twitter.com/search?q=%23teambigwave&src=typd) T-shirts and secretly wishing we had done a few more squats and press ups in preparation, all 14 of us were ready to take on the mammoth 10k assault course (which we had just been informed was closer to 13k) with no less than 40 obstacles between us and the finish line. After a quick warm-up led by a very enthusiastic Scotsman (complete with kilt), a few team photos and a pep talk from our very own Mr. Motivator, designer J.P, we were off! We had all watched the videos and studied the maps but I don't think any of us were truly prepared for the amount of mud that was ahead of us. Some of us handled it far better than others with myself being the first to fall victim to the chest high sludge, all of which was of course caught on camera. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/RockSolid_Teamwork_4.jpg)Spirits were high amongst the Bigwave team throughout, with everyone working together to make it a true team effort. We crossed the line in just over 3 hours, exhausted and a bit bruised but all in one piece and overjoyed to have finished as a team. So far we have raised a brilliant **£542.50** for [Force Cancer Charity](http://forcecancercharity.co.uk/) so a massive thank you to everyone who has supported us. If anyone would still like to donate, please visit our [fundraising page](http://uk.virginmoneygiving.com/team/bigwave) - and don't forget to check out all the [photos](https://www.facebook.com/media/set/?set=a.10153301974789448.1073741831.325155744447&type=3) from the day! Bring on next year's race! ![](https://bigwave.co.uk/wp-content/uploads/2024/03/RockSolid_Mud1.jpg) --- ## We're putting PPC term to rest in favour of Paid media My name is Gemma Ross and I manage our (PPC) Paid Media department here at Bigwave media. I'm setting myself and the team a challenge in a 'bid' to KILL the term ***PPC*** and change internal and client terminology and understanding within 12 months. It's going to be a tremendous task, but I’m hoping this article is a good start. [ ](https://tenor.com/view/zooey-deschanel-new-girl-weve-got-this-gif-5446786) ### Why now? As the need for digital increases, we’ve had to grow our team by 300% within 18 months and found the term 'PPC' doesn't quite fit what we do anymore. Within the Paid Media team, we don't just bid for keywords on Google Ads - we use Facebook, Instagram, Snapchat, Spotify, YouTube, LinkedIn and others to increase traffic, inspire users, influence action and generate sales. Our team ensure a return on investment for their clients by: 1. Growing relevant website traffic via a multitude of paid social and search channels. 2. Using clever marketing funnels to help users go from consideration to conversion. 3. Optimise, test, recommend, record and report. This, in turn, generates a large interest, equalling leads and taking brands from being invisible online to the forefront of every ideal user. ### What does PPC actually mean? PPC, which stands for pay per click, is a model of internet marketing which means the advertisers pay a fee each time one of their ads are clicked. It’s a way of paying for traffic that you may find difficult to ‘earn’ organically. It is also one of the most popular forms of Paid Media. PPC works through a keyword bid auction, in which advertisers bid for specific keywords to determine their advert’s visibility. It’s a process that maintains a similar framework whether it’s taking place on Google Ads search and display or social media. Ads can be targeted based on location and narrowed down even further by age, gender, interest, platform and device. ### Evolution of Paid Media In 2018 Facebook released an algorithm update making it tougher for brands to be seen. Users would see more posts from friends, family and groups rather than pages selling products and services. This made it harder for brands to get their material in front of the desired audience and sent many brands into a state of panic. A budget for social and search Paid Media has been made instrumental for any type of campaign or ongoing promotion of services. ## Paid Media channels and types for promoting every product or service The opportunity through paid channels are never-ending, and the main reason why it’s so effective is that success is measurable and scalable unlike traditional marketing forms such as print and radio. - Drive website traffic on the search and social paid channels - Grow your social following with brand awareness or page likes campaign - Promote an event such as an open day or conference with event response campaigns - Generate direct leads within Facebook lead generation campaigns - VIDEO VIDEO VIDEO via YouTube - 4 billion videos are watched on YouTube every day - Use LinkedIn to grow your presence online and target users by their job title, seniority or even interest. In summary, PPC is pay per click the ancient term used to describe ads where you pay per click. Paid Media is an encompassing term used to describe ALL types of paid social awareness, traffic and search ads. Use Paid Media, get seen and gain sales. **\#PaidMediaRules #GoodbyePPC.** [ ](https://giphy.com/gifs/dietz-and-watson-dietzandwatson-8JZxSl9H3gsn9vtfYd) --- ## WeAre8 Advertising Guide 2025 ## **WeAre8 Ads: The Future of Ethical Advertising for Brands?** We're always on the lookout for platforms that offer better engagement, measurable results, and added value. One such platform making BIG WAVES is 'WeAre8', an emerging ethical advertising platform aimed at doing good while driving meaningful results for brands. So, what's the real potential here? WeAre8 boasts an impressive user base of 1.4 million in the UK, with a unique Premium Publisher feature that can reportedly reach 1 in 3 UK residents. Users are paid for watching ads and can choose to donate their earnings to charities or keep the payments for themselves, further boosting engagement by aligning with users' values. After viewing ads, users can answer questions, providing brands with valuable insights into consumer behaviour and preferences, and helping them better understand their audience. #### **Why should you consider investing in WeAre8 ads?** Let's take a look at some of the key WeAre8 stats that make it such an interesting proposition: - **100% View Through Rate** - **100% Viewable** - **67x more attention than an Instagram ad per gram of CO2 emitted** - **82% agree they're happy to watch ads** - **2 in 3 feel more positive after watching** - **5% Click Through Rate (CTR) compared to the 0.9% industry average** - **62% likely to purchase after watching** - **83% Brand Recall (industry average is 30%)** Put simply, it has a high user attention rate. WeAre8 offers a unique opportunity for brands to capture attention. According to recent insights, WeAre8 delivers 67x more attention than traditional Instagram ads. It’s a staggering claim, but the platform’s opt-in model is key to this success. Users are not bombarded with ads but instead choose to engage, resulting in more intentional and focused interactions. Also, users happily opt into ads! Amazing, right? A major strength of WeAre8 lies in its opt-in nature. 82% of users on the platform report that they are more comfortable opting into ads compared to passive ad experiences on other platforms. The user journey is structured around transparency, which includes brand ads, insights and clear CTAs. Plus, users even get paid to watch and engage with the ad. For brands, this means more engaged and motivated audiences who are willing to take action, whether that’s clicking through, completing a quiz-based ad format, or donating via a Donation CTA at the end of an ad experience. The impressive completion rates are higher than ever! Video content performs particularly well on WeAre8. In some case the campaign videos achieve full completion rates, with users even willing to wait for the site to fully load before interacting - an unheard-of statistic in the digital advertising space! This level of engagement is unparalleled when compared to platforms like Meta, YouTube or even TikTok, where completion rates are significantly lower. WeAre8 reports a 97% completion rate versus Meta’s 0.46%, indicating that the audience on WeAre8 is far more invested in the content they choose to engage with. However, what really sets WeAre8 apart is it's super-environmentally friendly advertising and commitment to sustainability. Each campaign helps to offset carbon emissions, with two tonnes of carbon offset per campaign. In an era where consumers increasingly expect brands to adopt socially responsible practices, WeAre8 positions itself as the perfect platform for businesses that want to do good while promoting their products. #### **Why WeAre8 may not be the best for you?** A potential downside for some advertisers is the lack of control when setting up campaigns. WeAre8 ads cannot be configured entirely by the advertiser and there is no self-service ad management system. This could prove limiting for smaller brands or agencies who prefer hands-on control over ad campaign management and optimisation. However, an agency like us can manage this full process for you. Tight on budgets? While WeAre8 may be more accessible than some premium platforms, it’s important to note the minimum daily spend of £50. This is a moderate cost, but might not be suitable for all marketing budgets, especially for smaller businesses or start-ups with limited ad spend. It's still VERY new! WeAre8 offers a lot of promise, but it’s still relatively new compared to established platforms like Facebook and Google Ads. Brands may be cautious of investing in a newer platform, especially if they are already committed to larger players like Meta, which offers a more expansive global reach despite lower engagement rates. #### Is WeAre8 the right [paid media](/okf/page/ppc-exeter.md) channel for your brand? The answer depends on your goals, audience and budget. If you’re looking for higher user engagement and completion rates, WeAre8 is a platform to explore. The 4.4% CTR (Click Rate) and the ethical selling point could prove beneficial, especially if you’re targeting socially conscious audiences. However, if you prefer hands-on control over your ads and have limited budget flexibility, you may find the platform restrictive. Multichannel marketing is still key! So while WeAre8 offers a strong ethical advantage, combining it with established platforms like Google or Meta might be the most powerful strategy for brands looking to maximise their digital presence. #### Bigwave Can Help You with Your Marketing Strategy Bigwave is a prominent creative marketing agency based in the Southwest region but working with clients from across the UK. Our team consists of skilled designers, developers, and marketers who join forces to craft exceptionally effective marketing strategies and campaigns. We leverage our deep-rooted industry insights, expertise, and combined experience to achieve this. If you’re interested in discovering how the Bigwave team can assist you in devising, constructing, and executing a prosperous marketing strategy for your business or brand, don’t hesitate to [reach out to us today.](/okf/page/contact-us.md) --- ## WEBINAR: Create a social media strategy in 5 steps In an era of instant gratification and superior communication, employing a social media strategy is a no-brainer. If it doesn’t play a part in your marketing strategy, you might as well consider not having one at all. Social media is arguably the biggest collective space in which to promote your brand. An indispensable customer service tool, it’s a fantastic channel to maintain an ongoing conversation with your audience and even grow it. Your competitors are using it effectively and you should too. Through our **free** educational programme, we’ll equip you with the skills you need to enhance your social media strategy. **Find out more below, and click [here ](https://confirmsubscription.com/h/r/405BB5CDE3D987A3)to save your seat** ![](https://bigwave.co.uk/wp-content/uploads/2024/03/82142_Bigwave_Campaign_Social_Media_Infographic_v2.jpg) --- ## WEBINAR: the basics behind great SEO In order to become a thriving business, you need to drive traffic to your website. It’s a necessary component in promoting your services, raising brand awareness and ultimately selling your products. With 93% of all web traffic comes through a search engine, improving your search visibility is crucial. Through our **free** educational programme, we’ll equip you with the skills you need to optimise your website in order to boost yourself up the search engines. ##### **Find out more below and click [here ](https://confirmsubscription.com/h/r/B7E4D91D07F38478)to save your seat.** ![](https://bigwave.co.uk/wp-content/uploads/2024/03/83305_Bigwave_Campaign_SEO_infographic_FINAL_WEB1-scaled.jpeg) --- ## What Are the Ethical Issues of AI Marketing? Many businesses and marketers now are now integrating AI marketing systems into their daily work, to assist with tasks such as scheduling, data analysis or automation. As AI marketing is used more regularly in the workplace, it is important, now more than ever, that the ethical concerns of AI in marketing are taken into consideration. H2-Understanding the Ethics of AI Marketing Adopting a set of general social values that apply to a workplace setting is vital in ensuring that professional lines are not crossed when using AI, and these values and principles should be followed when setting up or using AI. Consideration should be taken to ensure that creative rights, professional integrity, and human rights are upheld throughout, just as we have done before the creation of AI. With the growth of AI, the United Nations and research communities have created a framework for professionals to follow. A notable example is the [UNESCO Recommendation on the Ethics of Artificial Intelligence, introduced in November 2021](https://www.unesco.org/en/articles/unescos-recommendation-ethics-artificial-intelligence-key-facts#:~:text=The%20Recommendation%20establishes%20a%20set,the%20rule%20of%20law%20online.). This recommendation serves as a global standard for AI ethics. Although there are some existing AI regulations at regional and national levels, the rapid progress of AI suggests that more government regulations are likely to emerge in the future. ## The Significance of AI Ethics AI has already begun to pay a huge role in the world of marketing, across all channels and sectors in the industry, business have begun to implement it. Just one example of the importance of AI in marketing is its use within social media marketing. According to [The 2023 State of Social Media: AI and Data Take Centre Stage report](https://sproutsocial.com/insights/data/harris-insights-report-2023/), business leaders anticipate a surge in AI investments in the upcoming years. 90% of business leaders surveys in the report where aware that the success of their business will rely on effective analysing and reacting to data collected from social media marketing, to which 97% expected AI to place a huge role in assisting in the analysing of social media data and predicting trends. Although AI can be a fantastic tool for all areas of marketing, it does come with its limitations Misusing AI or disregarding ethical considerations can result in harm to brand reputation, product malfunctions, legal disputes, and regulatory issues. ## What Are the Ethical Concerns Of AI? ### Data Privacy A major ethical concern that has been brought to the attention of marketers is customers’ data privacy. Adhering to data privacy has been a key discussion in marketing over the past decade, with some of the biggest brands, such as Facebook, being questioned on the ethical use of customer and user data. AI relies entirely on data analysis and using machine learning algorithms, therefore when using AI, it is important that data safeguarding strategies are put in place to ensure there are no unintentional breaches of privacy or unethical methods of collecting data. ### H3-Algorithm Bias AI-driven marketing also presents ethical concerns related to algorithmic bias and fairness. This occurs when algorithms meant to deliver personalised content unintentionally reinforce bias and treats individuals in a morally objectionable way, leading to unequal or unpleasant user experiences. The data used to train these algorithms might reflect historical inequalities and cultural biases, or social prejudices. To counter algorithmic bias, marketers can adopt strategies like using diverse data collection and validation methods. Crafting campaigns that appeal to a broader audience can also help. Regularly monitoring and reviewing algorithms can aid in identifying and rectifying unintended biases. Openly communicating about AI usage can enhance user trust. ### Property and Plagiarism Generative AI creates concerns regarding intellectual property and plagiarism. There is a possibility that AI algorithms, when trained on copyrighted material, could inadvertently generate works that replicate copyrighted content without proper authorisation. To uphold intellectual property rights and uphold principles of fair use, both content creators and generative AI developers must navigate this complex ethical and legal landscape. ### Ethical Influencer Marketing The integration of AI into advertising and influencer marketing necessitates ethical contemplation in these domains too. Enterprises should guarantee that promotional material is sincere, transparent, and aligned with user inclinations. When collaborating with influencers, brands should emphasise genuineness and openness, explicitly revealing compensated affiliations to uphold credibility with their followers. ## Using Human Oversight to Ensure Ethical Use of AI In Marketing The best way to ensure that AI is used ethically is to continue human oversight and to use AI as an assistive tool rather than letting it do your job for you. A partnership between AI and marketers can be successful if we are diligently monitoring this emerging technology and ensuring we uphold the ethical values we set out. ## How the Bigwave Team Can Help You At Bigwave we have been excited to integrate AI into our business and we see The Bigwave team consists of seasoned marketing professionals with extensive experience and expert knowledge. This team is adept at crafting comprehensive marketing campaigns and strategies from inception to completion. Through the combined efforts of our creative teams, website department, and marketers, we can achieve a level of success in marketing campaigns that surpasses what AI could ever achieve. For more information on how Bigwave can help you, [book a call](https://outlook.office365.com/book/BigwaveConnectCall@bigwavemedia.co.uk/) today. --- ## What does changing your logo mean for your brand? A strong logo can have a huge impact on your business. It’s likely that your logo will need to evolve with the evolution of your company. This is particularly true for businesses that have been established for some time. A logo created in the 1970s is probably not going to grab the attention of your target audience in 2021, for example. There are lots of other great reasons to dust your logo off and think about giving it a makeover. A logo redesign may seem daunting and may not even be at the top of your priority list, but making the commitment to breathe new life into such a prominent part of your business can pay off significantly. In this blog, we’ll explore whether you should think about a logo refresh and what changing your logo might mean for your brand. To work out whether your logo might need a refresh, think about the following questions: 1. **Has your business evolved, expanded, or changed?** As previously mentioned, your business – and brand – will probably evolve over time. Whether your brand values, your tone of voice, the products or services you offer, or your outlook changes, your logo needs to reflect everything that your business is today. If your business has expanded or changed in any way, it may be time to consider changing your logo, too. For example, Domino’s recent logo refresh was designed to show that they sell more than pizza – and that they have added a wide range of products to the menu. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/dominos.png)2. **Do you have new competition?** With the internet and consumer behaviours changing, there are so many new companies, brands, and businesses coming onto the scene in every market and sector. For many businesses, this might be a bit of a shock to the system. You might have been the best – or the main offering – in your industry, but now you suddenly have a lot of serious competition. Whilst this can be intimidating, the solution is simply to adapt and overcome by showing your target audience that you’re modern and up-to-date. What’s more, it will show that you’re not being ‘left behind’ by your competitors and that your products and services are worthy of consideration. 3. **Are you targeting a new audience?** Having an established customer base is fantastic, but you might be looking to grow your business even more by targeting more audiences. A logo redesign might be a great way to start appealing to more audiences whilst still retaining your existing customer base. The key here is to update your logo instead of changing it completely. 4. **Is your logo dated?** This might be the most simple and obvious question, but it’s arguably one of the most important. If your business has been running for a long time, it’s likely that your logo was designed according to design tastes and technology at the time. The aesthetic might be tired, and the design is probably not compatible with all the devices that will be delivering your branding and your logo to potential customers, such as mobiles, tablets, and high-resolution computer screens. A logo refresh can sharpen up your logo and get it looking tis best on your customers’ screens. For example, look how different brand’s logos change to fit different screens responsively: ![](https://bigwave.co.uk/wp-content/uploads/2024/03/logos.jpg) **What does changing your logo mean for your business?**If you’ve answered yes to any of the above questions, it might be time to refresh your logo. Firstly, fully changing your logo (to the extent that it’s unrecognisable) might be a dramatic approach. It might mean that your established customers don’t recognise your brand anymore and dissuade them from buying from you again. Refreshing your logo is a far less dramatic approach. Think of it like a makeover for your logo that works with all the design elements that are already in place such as your colour palette and general logo design. A designer might make small but important improvements, such as streamlining the overall design or tweaking the messaging. A good example of this is MasterCard’s 2016 logo update. Mastercard kept its signature circles and colours, but simply updating its typography and streamlined the design to look and feel more modern. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/mastercard.png)Similarly, we recently refreshed our branding, going from Bigwave media to Bigwave marketing – or Bigwave for short. Our new branding includes an updated logo and name, which will make our brand clearer and more prominent. The updates reflect the evolution of our company from its creation, and our ongoing commitment to enable both our own and our clients’ success. As a marketing agency with expertise in a wide range of services, we knew that ‘Bigwave media’ didn’t quite convey everything we do. We wanted to highlight our excellent marketing, creative, web, and business development teams by adopting a more inclusive name. While our name and imagery might be changing a little, our core beliefs haven’t changed. Our excellent, creative, and fun service that our clients are used to will be just the same – or even better. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/logo.jpg)**![](https://bigwave.co.uk/wp-content/uploads/2024/03/bigwave-marketing-logo-300x121.jpg)** **Looking to redesign and refresh your logo?**Our team of branding experts are here to help make your logo the best it can be. [Get in touch today](/okf/page/branding.md) to find out more and to get a free quote. --- ## What is a chatbot and why might my business need it? Chatbot, chatterbot or talkbot is a name for a virtual user that stimulates human conversations. A chatbot can interact with humans or other chatbots, most commonly using a text interface. The difference to a bot, an automated program that runs over the internet, is that that chatbots use artificial intelligence (AI). AI is a simulation of human intelligence. This means, on the one hand, that the chatbot is able to learn and apply the information acquired (user information like age, location, gender etc.), on the other hand, that it can correct itself which results in performance improvement (e. g. adapts language). Chatbots can be used in different areas. Sometimes you won’t even notice that you’re talking with a chatbot. To give some examples where chatbots are used: - Food delivery - Customer support - Weather reporting - Sending money - Shopping Mobile texting is one of the fastest growing trends this decade. Domo presented an infographic which states that in 2017, 15,220,700 texts are sent every minute of every day worldwide. According to a global study conducted by Twilio, approximately 66% of people would prefer to talk to brands on messaging platforms over any other medium. We’ve examined a few questions you might have… ***What are the benefits of using a chatbot?***Chatbots can support your business and facilitate exponential growth. Depending on the industry a chatbot can have different purposes and benefits, here are just a few: - Chatbots don’t need sleep or breaks. They are available 24/7 for your customer service enquiries - Chatbots can improve customer service. To give an example, they can recommend clothing products individually by evaluating user data (H&M) - Chatbots can increase customer satisfaction. A customer report, commissioned by LivePerson, states that 71% of customers expect to receive assistance within 5 minutes of reaching out to the company. ***What are the limits of a chatbot?***Chatbots are limited in certain subjects. The chatbot will most certainly always give an answer even though the programme doesn’t have the right information. Therefore, it can present incorrect information to a customer. Furthermore, chatbot cannot replace human support entirely. In certain situations, the chatbot might need to transfer your customer to an agent because data is not accessible for the chatbot (e. g. credit appliance). ***How do I create my own chatbot?***There are 3 different routes to explore if you want to create your own chatbot: 1. Off the shelf chatbot: The easiest option to choose, and the most basic solution. Buy a ready to go solution and simply customsie it or plug in your data.You can add keywords and certain FAQ type scenarios 2. Software development kit: A programming package that enables you to develop a chatbot for a specific platform (i.e. Facebook’s SDK). 3. Build your own chatbot: The hardest option but potentially the most effective one over the long-term. You can build a chatbot that perfectly fits you and your customers’ needs If you’d like to see how a chatbot works, visit our [Facebook page](https://www.facebook.com/bigwavemedia/) and send us a message with keywords like “Tell me a joke” or “What does Bigwave” do. *Don’t have the capacity to take care of your Social Media presence? At Bigwave media we have a team of* [*Social Media experts*](/okf/page/social-media-management.md) *that can help you to engage with your customers, inform about and promote your business, including advising on a Chatbot strategy.* --- ## What is Content Marketing? The phrase content marketing is not new; however as marketing has developed, the methods it encompasses have multiplied. In basic terms, content marketing is the art of driving profitable action from your stakeholders without 'selling' to them. Today's savvy consumer has worked out how to tune out media noise they're not interested in, and content marketing enables marketers to communicate with these people. Creating a variety of content, such as blog posts, case studies, white papers, videos and photos enable marketers to generate leads and links, while enhancing a brand's visibility, and putting the company's subject matter expertise on display. The theory behind content marketing is that this material makes consumers more intelligent, and if they are continually delivered consistent, valuable information, the business will ultimately be rewarded with their custom and loyalty. Despite research showing that content marketing is a very cost-effective method of marketing, a [recent study](http://pinterest.com/pin/195695546279777786/) of 1,300 digital marketing professionals suggested that 62 % do not have a content marketing strategy in place. The same research stated that 90 % of the respondents stated that content marketing will grow in importance over the next year, and that nearly 60 % are planning to construct a content marketing strategy. Many marketers will be dipping their toes in content marketing; some may be without realising it, through social media. To make the most of content marketing, more marketers should be aiming to create the content that they post on their social media channels and websites. This could be blog posts, instructional videos, photos, infographics, e-flyers, podcasts - the list is endless. Another advantage of content marketing is that it can be relatively easily analysed. Tools such as Google Analytics measure the amount of visits a particular webpage gets, how many referrals a website gets from a blog or social media channel and how many clicks a link gets, amongst many other features. This allows marketers to easily evaluate the effectiveness of content - what drives traffic and gains click-throughs, and what is ignored? Bigwave Media can help with creating content to post on social media channels and websites. Please contact simonbeer@bigwavemedia.co.uk for more information. --- ## What is EAT? Understanding EAT and how you can establish it. ## What is E-A-T? E-A-T is short for expertise, authoritativeness, and trustworthiness. Google uses these factors to ascertain how much it can trust your site and it's content. The more trust you build with E-A-T the more likely Google is to display your site for relevant searches. ### Why is E-A-T so important? Google’s main goal is to provide a great user experience for anyone using its platform. This means displaying correct, clear and concise information that quickly answers search intent. We are at a stage now where people turn to search engines to answer complex or significant questions relating to health, finance and lifestyle, Google needs to be sure that the information it is displaying is from a trusted source. This means E-A-T is the key indicator when deciding how much to trust and author and their content. In short think of E-A-T as a rating of credibility. ### E-A-T and YMYL websites YMYL stands for Your Money or Your Life, while this may seem a little dramatic due to its link to the stagecoach robberies of old, it has taken on a whole new meaning on the Internet. YMYL sites are defined simply as sites that COULD have a negative impact on people's overall quality of life, health, happiness, or finances. Due to the increased risks associated with YMYL sites Google will often use E-A-T as a primary ranking factor when deciding which content to display to search engine users. ### E-A-T for everything else Some of you are thinking, perfect I run a fashion blog, this does not apply to me...wrong! E-A-T is being assessed everywhere and just because your site isn’t YMYL doesn’t mean it’s ranking can’t be positively or negatively affected. ### E-A-T Mini Assessment Hopefully, you have a good understanding of what E-A-T means and how it can affect you, so now I would like you to carry out a quick task: 1. Open Google in a new tab 1. Enter your brand, business or site name followed by –site:yourdomain.com 1. For example: bigwavemarketing –site: Bigwave.co.uk This simple direction will show you all mentions of your brand, business or website not on your own site. This is a wonderful way to get a quick snapshot of what other people are saying about you, and more importantly the messages it is sending to Google ****“Keep in mind there are high E-A-T pages and websites of all types, even gossip websites, fashion websites, humor websites, forum and Q&A pages.”**** Quote from 2019 Google Quality Rater Guidelines ## How is E-A-T established? To answer this question fully I am going to break it down into three easy to digest steps: ****E-A-T for your content**** The quickest and simplest indicator of E-A-T is your content. Is your content correct? Have you ever checked to see if there are alternative or even conflicting opinions or views on the topic your content discusses? Have you taken the time to discuss these other views in your content? All these steps will ensure that you are providing the user with the relevant resources and secondly indicate to Google that you have a broad understanding of the topic you are discussing. ****Outbound links**** The sites you link to can be a defining factor in E-A-T. For example, a blog about homeschooling may link to several other blogs with similar content. Another blog about homeschooling may direct its users to a .gov site detailing all the steps and potential positives and negatives of homeschooling along with the process of transition. Which of these do you think will benefit from E-A-T? The site linking to the .gov site is providing a much more valuable resource for the user and is highlighting the importance of the decision by referring to a government domain. ****Helpful tip:**** Google Scholar is a reliable source of authoritative content from universities and educational institutions that can instantly add authority to your content. ****Internal Links**** Are there parts of the content of your pages that could be elaborated on, or require a more detailed explanation? This is a perfect opportunity to add some internal links to other supporting content that may be relevant to the user. Linking internally to relevant content will show Google an overarching understanding of your niche and add to your authority on the subject. ****Good Spelling and Grammar**** You would not want a written diagnosis of anything with spelling mistakes and the same goes for your content. If you want to be viewed as an expert in your field, you need to write like an expert. Ensure you always use perfect spelling and grammar, alongside technical terms relating to your subject of choice. This will indicate a higher level of knowledge and in turn, improve your E-A-T. ## E-A-T for the author/creator Your content is perfect, your links are all relevant and helpful, what is next? Well to put it simply, you. Even the best content is limited by its Author and their exposure or lack thereof. Are you a reputable and trusted source for the information you're providing? Even if your answer is yes, I am a professor, and I have studied this subject for years, you may still need to take some action to ensure Google is aware of this. ****About Page**** This may sound simple, but it is often overlooked. The easiest way to communicate your credentials is to tell people about them on your own site. Do you have relevant qualifications, have you published anything, do you have any achievements that would build trust with users. Detail all your relevant accomplishments for the world to see (and equally importantly Google!). ****External Citations/Links**** When you are building E-A-T for your site you are going to need external verification as well. This can come in the form of links, citations, even mentions on relevant sites. Relevancy is key here, please do not acquire links and mentions from anywhere, try to keep it as relevant to your niche as possible. ****E-A-T for your website**** You have covered content and author, now you need to ensure your platform displays all the right signals to users. It is great to do a bit of role-playing here, so I want you to imagine you're landing on your site for the first time. What would you look for to indicate you are dealing with a reputable site with valuable content? ****SSL Certificate**** So simple but so often overlooked. SSL certificates are used to indicate ownership of a site and enable an encrypted connection. While the details may not be of interest to your user the large not secure text to the left of the url will immediately devalue your site. ****Your Website Design/ Aesthetic**** Someone I once worked with told me a website is no different from a physical service location and I must agree. The look and feel of your website will either build or lose trust, web design can make or break your brand so think about how people feel when they land on your site. Do you actively build trust? Have you got an about page, do you have photos of yourself and your services? Trustworthiness is built in so many ways, but a first impression may be the most essential. ****Privacy Policy/ Cookies etc**** It is a legal requirement in the UK to provide a privacy policy and a cookie policy with the option to opt-out should the user choose. I’ve included this because despite being set out in law it still gets missed on smaller sites. ## Tailoring E-A-T to your website We’ve covered what E-A-T is, how it affects you and how you can improve it. To finish up I wanted to talk a little bit about priority. If you’ve just started a blog about gardening, I would focus my time on great content rather than building E-A-T. If you’re an established finance consultancy business, it’s essential that you successfully complete all the tasks I’ve listed above and far more such as links to financial institutions, governing bodies, add a physical address etc ### Conclusion E-A-T doesn’t have to be a struggle, for most website owners I’d recommend a methodical approach to make sure you're E-A-T is an integral part of your site design and content. For those of you who already have large sites, taking the time to work through this list will get you some great results and increase traffic at the same time. --- ## What is GEO? 3 Reasons Why it Matters to Marketers in 2025 Have you heard? SEO is evolving. You may have seen the term GEO popping up – meet Generative Engine Optimisation. It reflects the shift from traditional search to AI-powered discovery. As more users turn to tools like ChatGPT and engage with Google’s AI Overviews, it’s become crucial for brands to ensure their content is part of the conversation. If AI is delivering answers, your content should be one of them. ## Generative search is changing the way we find information While traditional Google search is still convenient, the sheer volume of information we’re now faced with makes it harder to find direct answers quickly. That’s where AI platforms like ChatGPT are changing the game. They do the heavy lifting, filtering through data to deliver precise, conversational responses in seconds. It’s a new level of convenience that’s reshaping how we access information, and tools like Google’s AI Overviews are a clear sign that the shift is here. In fact, tech research firm Gartner predicts that by [2026, search engine traffic could decline by as much as 25%.](https://www.ecommercetimes.com/story/gartner-predicts-25-dip-in-search-volumes-by-2026-177921.html?) For brands, this marks a pivotal change. We’ve long focused on ranking high in search results to drive traffic, and while that still matters, generative search is rewriting the rules. Users are getting answers directly from AI, without clicking through to a website. That means being cited by AI models is quickly becoming a new form of digital visibility and authority. If your brand isn’t part of those answers, you’re not just missing clicks, you’re missing relevance. ## Trust dynamics are changing Unlike traditional search engines, generative AI offers something new: real, conversational interaction. Users can now ask follow up questions, explore topics more deeply and get tailored responses on the spot. Even though there’s no absolute guarantee that every summary is 100% accurate, trust in AI-generated answers is growing fast, and for many, it’s becoming the preferred way to get information. When platforms like ChatGPT or Google’s AI Overviews provide a solid answer, users often don’t feel the need to click through to a brand’s website at all. That’s a big shift, especially for marketers who’ve relied on driving traffic through rankings. But it also presents a major opportunity. Personalised content has always been powerful, and AI responses are just that: fast, tailored and context aware. ## You have the power to be more visible Marketers now need to focus on structuring content to be easily cited within AI responses, prioritising clarity, relevance and factual accuracy to align with the algorithms of generative AI models. If your brand’s content isn’t optimised for these AI-driven engines, it risks becoming invisible in the user journey. Start by organising your content with clear headings, bullet points and FAQ-style formats that AI can easily scan for relevant information. Additionally, implementing schema markup can further enhance how search engines interpret your content. Accuracy is crucial, so ensure your content is up-to-date and factually correct, particularly for statistics, product details and thought leadership pieces. Instead of merely answering one question, aim to build context-rich, comprehensive pages that anticipate users’ follow up queries. Regularly publishing around your niche also helps to establish authority. ## Summary SEO is evolving into Generative Engine Optimisation (GEO), driven by AI-powered search tools like ChatGPT and Google’s AI Overviews. As users increasingly rely on AI to find direct answers, brands must adapt by ensuring their content is structured and optimised for AI models. This shift means visibility now depends on being cited by AI in responses, rather than just ranking high in traditional search results. Marketers must focus on clarity, accuracy and context-rich content, using techniques like schema markup and up-to-date information, to stay relevant and visible in the evolving AI-driven search landscape. If you’d like to [connect with us](/okf/page/contact-us.md) for innovative and cost-effective marketing services, we’d love to hear from you! We've increased website traffic for our clients by an average of 226.7%, leading to an average uplift of 69.3% in conversions, leads and sales. Explore our approach by [clicking here](/okf/page/seo-services.md). --- ## What is neuromarketing? The days of guesswork and theory are over. Neuromarketing is the next big concept to dominate the marketing scene. Neuromarketing fuses science with unconscious consumer bias to determine what sells and why. Sadly, we’re not scientists here at Bigwave. There’s some degree of trial and error to what we do as we simply don’t have the know-how (or the tools) to dig into people’s heads. But we *do* come loaded with a keen interest in all things marketing. Marketers can use neuromarketing’s fusion of science and marketing to try to predict (and even try to change) consumer behaviour and decision making. For example, many marketers are already using eye-tracking technology to measure a person’s attention (where people are looking) and arousal (how much a person’s pupil dilates) when looking at webpages, which is having a big impact on the optimisation and effectiveness of e-commerce websites. This all sounds very technical. So how does this work in the real world? ### Coke or Pepsi? If you had to choose, which one would you pick? If your answer is coke, you’re amongst the two-thirds of people in agreement. Or at least…you think you are. In a blind taste-test conducted over a decade ago, neuroscientist Read Montague asked people to pick their favourite. Pepsi came out on top as the drink of choice amongst participants. Read conducted the same test once more, only this time, he told people what they were drinking. In this trial, coke was the clear victor. The only difference between these two bubbly brown drinks in the test participants’ minds was the brand. So, the perceived quality of a brand is perhaps more important to a consumer than the product itself. But this needn’t be a bad thing. ### Tapping into what makes you tick As marketers, many of us pride ourselves on the ability and desire to embrace change and new ways of doing things. The chance to get inside a consumer’s head is too good to ignore. With a wealth of technology at our fingertips, why should we have to use guesswork to determine what works? The answer to many marketing woes is in people’s brains. Science has granted us the ability to understand people’s behaviour and to sell to them accordingly, instead of trying to simply guess what people may want to buy. This research hasn’t been controversy-free, though. In fact, pessimistic academics and optimistic marketers have squabbled over neuromarketing for years. In 2011, branding consultant Martin Lindstrom published a *New York Times* editorial suggesting brain scans had shown that the way iPhone users felt about their mobiles was very similar to romantic love. In response, forty-four academics wrote to the editor critiquing the piece. However, as the field of neuromarketing matures and gains credibility, the future looks bright for data-loving marketers. As the science becomes more reliable and studies become cheaper to run, neuromarketing is advancing rapidly and data-driven marketing decisions being made more and more. In the future, everything from websites to entire brands could be formulated to specifically appeal to our subconscious desires and preferences. But for now, pour me a coke. --- ## What is Search Engine Optimisation (SEO) and why your website needs it Search engine optimisation (SEO) packages from Bigwave Media Having a great website is not a process of 'build it and they will come'. If you want new customers you'll want to be found by people who are looking for what you have to offer, so you'll need [Search Engine Optimisation (SEO)](http://www.bigwavemedia.co.uk/search-engine-optimisation "Why you need search engine optimisation"). SEO is a process of optimising your website so people can find you in search engines (such as Google). People use keywords to find products and services online and it's the job of SEO to get your website in front of these people. Effective SEO helps drive more visitors to your website and more customers to your business. If your SEO is done correctly then you will benefit from it for a longer period down the line which makes it a worthwhile investment. **Why do you need it?** For many businesses their online presence is the key to their success. For others their website is the main aspect of attracting new customers and growing their business. Either way your website can be the core way the online world sees and engages with you. Can you afford not to do it properly? As search engines continue to evolve and update their requirements it remains more important than ever that your website works within these parameters. With so many companies already undertaking SEO as part of their online marketing efforts the competition grows daily for the attention of your customers. The good news is it is never too late to start on your SEO. An effective SEO campaign will get you in front of potential customers and increase the amount of people you do business with. **How to start and how it works** Start with benchmarking the current status of your website. Look at key elements such as page titles, meta descriptions, back links, keyword placement as well as your position against your competitors. This gives an understanding of any areas which need to be improved and shows how your website will benefit from SEO work. By making changes to these and other aspects it ensures your website remains compliant and updated to the demands of the search engines. Above all effective SEO is all about being relevant to potential customers. **SEO options from Bigwave Media** At Bigwave Media, our SEO services have evolved over years to conform to the daily changes and requirements of the search engines. This way we can ensure your site receives relevant traffic using methods which will only enhance your websites ability to grow your business. We have a range of packages tailored to the needs of your budget that covers the key elements your website needs to thrive in the search engines and attract those new customers. These range from: Initial site audit (a website MOT) Quarterly audits Monthly SEO packages All important aspects of SEO are addressed so whichever package you choose we offer a bespoke approach to your desired goals. You will received monthly reports on the work undertaken and the progress your site is making - you'll also be able to discuss any aspects of the project with us. **Get started** To find out about your SEO options please call us on 0845 643 2385 or complete our [contact form](http://bigwavemedia.co.uk/contact-us) and we'll come back to you. We are currently offering a website MOT - a full site SEO audit for half price! --- ## What is your marketing spirit animal? --- ## What should you dress up as for Halloween based on your marketing persona? --- Our Content Manager, Amelia Hall, is a self-professed theatre nerd, bookworm, and dog lover. When she’s not in the office, you can find her treading the boards in Exeter as part of a local light opera group. Or gravitating towards the nearest dog. --- Us marketers are a creative bunch. No matter what marketing channel we're in, we love being able to flex our artistic muscles. There's no better time to do this than at Halloween, a time when you can really let your imagination run wild. But if you've left your costume planning a bit late (me too), then we know what you should go as for Halloween *based on your marketing persona.* Interested? Let's get started. [Loading...](https://www.quiz-maker.com/QQU1AKI)### Still not convinced? Here's the full list of results: #### The SEO Whizz Nobody really knows HOW you get the awesome SERP results, but you always seem to! You definitely know your stuff when it comes to improving your clients' rankings but like a ninja in the night, nobody ever sees you doing it. Your perfect Halloween costume is the SEO ninja. Think all black, ski mask, maybe some keywords taped to your costume. Maybe forget the throwing stars, though. #### The anxious SEO You're constantly on edge whilst you anticipate Google's next algorithm update. What will they penalise this time?! We think you should face your fears by going as the very thing you dread the most: a Google update. #### The PPC pro If it's paid media, you're all over it. You know exactly how to maximise conversions while minimising CPC, no sweat. You're kind of a nerd, but we all envy your knowledge. Your ideal Halloween costume is Stranger Bings. You dress like Eleven from Stranger Things, but with a lovely big Bing logo on your dress. You're not mainstream, after all. #### The tortured writer You've honed your craft. You've read every copywriting blog post published in the last 3 years. You want to write a novel one day. You're a writer, but some people don't even notice your work. Your perfect Halloween costume is the Ghostwriter. This one's easy (meaning you can spend more time finishing that blog off that you've been working on.) Simply drape yourself in a bedsheet, cut out some eye holes, and carry around a notebook. Splatter yourself in ink for extra credit. #### The sensationalist "Someone Challenged This Girl to Gain 20,000 Followers In One Day - And She Did It!" is a headline that you would click on. You love salacious gossip and interesting articles. You're always angling for the next bit of news, so your Halloween costume is Clickbait. This is a perfect time for you to combine your love of Buzzfeed with your love for fishing (no? ok.) #### The emailer You're just really, really tired of being marked as spam. No matter how great your emails are, nobody seems to want to read them. We suggest leaning into it and going as SPAM for Halloween. If you can't beat 'em... #### The web designer One word: Spiderman. #### The old school grump You've been around the block a few times. You know what works and what doesn't. And there's no changing your mind. Sometimes, people would benefit from listening to your wisdom. You're probably not that into Halloween, though, so simply get a white tee and write Error 404 Costume Not Found on it in black marker. Funny, old skool, and low maintenance. Bingo. #### The keen content writer You have content calendars for the next 5 years. You write about 7 pieces of content a day. You post to several different outlets in order to get maximum engagement. You're making the rest of us look bad, stop it. For Halloween this year, you should be an Octopus. How else do you do so many things at once? #### The social media savant You've got social media CRACKED. You're on top of the latest trends, memes, and news, and you know exactly how to bring people to your profile and get dem likez. This Halloween, go as something truly terrifying: dead phone battery and low wifi coverage. \*scream\* --- ## What to do in Devon over the holidays Being Devon based, there are tons of activities on our doorstop. If you are from our neck of the woods or holidaying near us, then here are… 7 FREE activities to do over the summer holidays:[HALDON FOREST](http://www.forestry.gov.uk/haldonforestpark): Haldon Forest has a huge range of outdoor activity facilities including; walking trails, bike trails, horse riding paths, orienteering, woodland adventure club and more! There are a variety of walks to be chosen from, e.g. Discovery trail – Easy, with fun features for children to the Tree trail – Hard, the more demanding of the trails. The cycle paths also vary in difficulty, ranging from easy – which is a fun trail for the children, to Severe – the more technically demanding trail for the more experienced. As there is so much to choose from at Haldon Forest, it is a very easy day (or two) out of the house. [EXE ESTUARY TRAIL](http://www.exetrail.co.uk/): The Exe trail runs alongside the Exe Estuary from Exmouth towards Exeter and through many picturesque villages. It is a fantastic, easy, flat trail suitable for everyone, with stops along the way. The Exe trail is a great way to spend your time off whilst looking after the kids, to get out of the house and to have fun! EXETER QUAY: Along Exeter quay exciting events that take place, walking and cycling routes, water sport activities and plenty of [pubs ](/okf/article/the-definitive-teambigwave-exeter-pub-guide.md)and restaurants waiting for you after a busy day. It’s a fantastic part of Exeter for children to enjoy the weather and for an easy trail. With the easy walks and cycle paths, it’s suitable for all ages and abilities. And not to forget, the paths are FREE, so be prepared to cycle and walk till the sun goes down! BEACH DAYS: What is better than a summers day at the beach? You’ve got the sand, sea, sun and a great selection of places to visit. In Devon the best beaches consist of Putsborough Sands, Woolacombe and South Sands beach. With rock pooling, canoeing, sailing, windsurfing, diving and body boarding being only some of the activities available at these beaches, there is too much to do in just one day! LIBRARY: Libraries aren’t only full of books; they also have many activities to entertain younger children that are FREE! Many people are unaware that libraries hold concerts, author readings, lectures and book clubs. Be sure to visit your local library for many free and easy days out. Also when on your holiday from work, a quiet day is always needed, your kids will have fun and so can you. LOCAL PARKS: An easy way to entertain kids for the whole day is to take them to the park. Meet up with friends, take a picnic and ball games. Rounders, cricket and football are always good games to get everyone active and to get a little competitive. The park is a fantastic way to meet up with friends, enjoy the weather and to occupy the kids without having an expense to pay! DOG WALKS: Entertain the children (and the dogs) by adventuring down to a local river or woods for a day. Be prepared for the kids to get muddy and wet, but also to have a good day away from home. Create games which will tire them out and not to forget, a very inexpensive way of making the most of the great outdoors! We would love to hear what fun activities you get up to over the holidays, tweet us [@bigwavemedia](/okf/page/home.md) --- ## What we’ve learned from Google Marketing Live 2018 Yesterday evening (10/07/18), here at Bigwave media we held a live screening of Google Marketing Live in San Jose. Exciting times ahead: this is the only way we’d be able to describe it - Google has been very busy over the past few months. We already knew about the rebranding of Google AdWords (to Google Ads) and the new Google Marketing Platform, but it seems like we had only scratched the surface. Here’s what we learned from the event. ##### **Cross-device reports & remarketing in Google Analytics** Very deservedly, after Anthony Chavez, Google’s Product Management Director for Google Ads, announced that we now have cross-device reporting, we heard a very positive response from the audience in San Jose. This will be the first time that us marketers will be able to benefit from these new features, allowing us to make more informed decisions based on comprehensive audience data. This, together with the new integration centre, will ensure that our campaigns will be running more smoothly, the message we’re trying to get across will be more impactful and users will get a better and more personalised experience. ##### **Responsive search ads** Another exciting new development is the responsive search ads, that we'll start to see being rolled out in the next few months. Google has been testing these for a while, but they will now become widely available. This announcement will bring an automation in A/B testing for marketers – we'll be able to provide 15 headlines and 4 descriptions and Google will choose 3 headlines and 2 description lines that work best for your campaign and audience. As an incentive to start using this type of ads, we can now have up to 90 characters in the descriptions, as opposed to the 80 allowed now. We very much believe these new ads will be super helpful for both marketers and consumers –certainly those at entry level or with limited Ads knowledge. On one hand, automated A/B testing will solve a lot of the issues you can currently have and ones that we deal with manually. Better ads will, in turn, mean optimised bids and therefore the best possible ROI for each campaign. On the other hand, consumers will see tailored and highly relevant offers for them which saves them time and frustration. Win-win really! For us, we find manual optimisation still provides greater results for those that know how to interpret the data and act accordingly, but for the wider user base this is a great new trick up the sleeve. ##### **YouTube Advertising** A new bidding strategy was announced for advertisers on YouTube – Maximise Lift – to drive online and in-store conversions. In its essence, it's a smart bidding strategy to target consumers that will be most likely to consider your brand after seeing the ad. We’ll start seeing new offerings like TrueView for Action later this year. ##### **Local Campaigns** Google’s one main purpose is to stay as relevant as possible. In today’s mobile-first everything, local search is more relevant than ever before – and not just your standard ‘pharmacy near me' but rather people willing to explore their local area a lot more and searching for very specific things. Therefore, it's not surprising that Google is launching something called Local Campaigns that are targeting store visits. ##### **Smart Shopping Campaigns** Google is releasing two new goal types for their Smart Shopping Campaigns – store visits and new customer acquisition. Again, this ties in with their drive in Local Campaigns. Google's integration with Shopify will soon include setting up shopping ads straight from Shopify's interface. It is all to benefit small business owners who will now be able to set up shopping ads a lot easier than ever before. Yay! ##### **Google Marketing Platform and Integration Platform** Happy days – all the products we use daily as marketers will be integrated seamlessly through the new integration platform. It is deemed to make the experience of using the 360 Suite a lot easier. We bid (hehe!) goodbye to DoubleClick and, under the hood of Google Marketing Platform, we will see Analytics, Surveys, Tag Manager, Data Studio, Optimize, Display & Video and Search Ads all working together. We can only see better results in the future and easier workflow for everybody. ##### **Hotel Ads** We will see Google’s Hotel Campaigns joining Google Ads very soon. Watch this space! ##### **Summary** In short, Google offered a host of new tools and a more integrated approach to marketing data collection and use. Bringing together popular marketing products into one place will certainly help surface new opportunities and create a more cohesive approach. We are super excited to try some of the tools once they hit our portals. There was nothing around AI and voice search, which we thought would feature, but this sure to be just around the corner. Google has set a high benchmark for the future of its own search and display advertising offerings, they look set to have staked a longer-term place in this space. **As a Google Partner, we are here to help support your business to get the best out of Google’s suite of marketing tools and products. Please get in touch to see how we can help you maximise your online presence, and drive sales.** --- ## What's in the Google Cannes Lion Festival box? We had an exciting delivery from Google today. A box arrived via courier from LA. Exciting we thought! We became a Google Engage agency earlier this year and from time-to-time Google do something off the wall and invite [creative agencies](https://www.bigwavemedia.co.uk/) to sign up for it. We popped our agency down to register for a Cannes Lions Festival pack. It was limited to about 100 from what we remember. Each year, around 11,000 members of the global creative communications industries come together to be inspired and educated at Cannes Lions. It is a world-class seven day learning programme. This year's Festival: 16 - 22 June 2013 is in Cannes, France. You can read more [here](http://www.canneslions.com/the-festival "Cannes Lion Festival"). The idea of the party kit is to watch some of the live stream events from the festival and take in a bit of the atmosphere by getting a taste of Cannes. The box has everything we need to get into the Cannes spirit! Inflatable palm trees, sunglasses, a frisbee, sun cream, balloons, paper cups and beach balls. You can view each day's session on Lions Live or watch interviews and footage of live events via the Cannes Lions YouTube Channel. Here's the list of live sessions that you can watch: **Monday, June 17th** **Mindshare & McLaren F1** How to Be More Adaptive and Why It'll Make You More Creative**Tuesday, June 18th** **Leo Burnett & Contagious** Wildfire / Full of Tomorrow: How Brands Can Embrace Miraculous New Technologies to Create Small Wonders That Will Change Our Daily Lives **Wednesday, June 19th** **LinkedIn** The Next Big Challenge: Creativity in Social Media **Thursday, June 20th** **Dentsu** Happy Hacking: Redefining the Co-creation Frontier **Friday, June 21st** **Publicis Groupe and Heineken** Maurice Lévy Invites... Jean-Francois van Boxmeer and Alexis Nasard **Saturday, June 22nd** **LatinWorks** Being the Underdog: Building an Identity Through Creativity --- ## Where is digital marketing going in 2013 and where had it been in 2012? **Smartphones and tablet devices gave rise to a culture shift towards digital information and engagement in 2012. Over the past year the mobile and tablet have increasingly driven consumers to demand more content via mobile platforms but where will it go in 2013?** ![](https://bigwave.co.uk/wp-content/uploads/2024/03/Instagram_Icon_Large.png)In October Instagram sold for a whopping $715 million to Facebook and highlighted how far the convergence of devices to mobile had come - in this case the use of mobile phones as a viable substitute to digital cameras. Further convergence has been led by Barclays Bank in the UK as contactless payment systems progressed to mainstream, liberating users from their wallets. Albeit up to a value of around £20 it has none-the-less paved the way for a coin and note free future. Apple iOS Passbook and Google Wallet introduced us to paper-free boarding cards, vouchers, tickets and more. In 2013 we can expect more companies to issue event ticket and promotional coupons via these platforms. The ability to add geo-tagging to prompt users when they are near a shop or facility is a very targeted marketing device. Augmented reality bounced and twirled it's way in front of our tiny mobile screens in 2012, showing that everyday objects could become digital and open a world of interaction. With consoles and games like the Playstation 3 Wonderbook taking advantage of the technology it won't be far into 2013 before we can expect a rise in augmented marketing ads. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/google_plus_logo_3.gif)We couldn't talk about 2012 without talking about the social media revolution. It seems that most brands are now on, or dabbling, with social media and with such a rich tapestry of networks this will continue to grow apace. The plethora of networks from the success story of Pinterest to the slow growth of Google+ has been largely been built on integration and sharing. More social networks opened their networks via APIs in 2012 to allow companies, marketers and users to share, use logins and integrate networks on websites, apps and more. This shift towards openness has given the most open networks a real boost in growing numbers and ensuring longevity. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/socl_logo.jpg)In the coming year more companies will come around to the need to embrace Google+, if little else than to ensure Google rankings for their brand remain as high as possible. Microsoft's attempt at a social Network 'Socl' should leave beta and cause a ripple of excitement as it attempts to join users with similar interests and offer a counter network to Pinterest. For marketers 2013 will see the need to plan social media activity more concisely. With so many networks, the danger of spreading a brand too thinly will inevitably cause headaches as brands consider which platforms to focus time and energy to. As the now older networks of Facebook, Twitter and YouTube continue to grow and expand the platforms will offer more ways to deliver relevant content and a personalisation to pay per click. If 2013 delivers anything to the consumer it will be a personalised form of marketing, delivering relevant information at the right time and through the right channel. Unobtrusive, concise and actually useful. Out shopping? Your favourite shop pings you a discount voucher as you walk past. Signed up for emails? The content starts to learn and match what you are interested in. The museums closed? You can still see within it and take a tour using augmented reality. Taking a break? Pay for a coffee on your phone and then book an exercise class on an app. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/aspire-screengrab-final-scaled.jpg)All these things are possible thanks to APIs and are the biggest game changer for marketing. An API effectively allows technology to engage - so a database can feed data direct to another database or a website, or vica versa. This means a customer database could send information to an eMarketing system, adding personalisation or a mobile app could feed a timetable direct to a website. Combining systems and websites via API's creates a wealth of data. If content was king in 2012 then data will be king in 2013. The 'Big Data' concept takes the notion of current data collections becoming available via the cloud or connected via API's and allowing it to be cross-referenced, shared and combined. This gives a powerful way to take data and make meaning of it. Understanding and predicting what an individual consumer will buy or use next and tailoring a personalised marketing campaign just for them will undoubtedly be a key sales tool. Understanding the data though will take marketers into a world of mathematics, logistics and data flows. A comfort zone will soon be reached but for those that step outside of it, a wonderful world of rich engagement with everything on tap awaits. The new name for the 2012 phone network seems apt to describe 2013; everything, everywhere. --- ## Who was St Patrick? Not much is known about the elusive patron saint of Ireland. So we have done some research to help you understand why St Patrick’s Day is such a big deal in Ireland… or pretty much any country in the world! ### **St Patrick’s life in brief** Let us start from the beginning. St Patrick was a Scottish man born with the name Maewyn Succat (he took on the name Patrick after becoming a priest) and when he was 16, he got kidnapped by Irish Raiders and was sold into slavery to herd sheep. St Patrick spent six years captive. Because of this he became fluent in the Irish language and turned to Christianity. He eventually escaped after God had told him in a dream that he was to escape back to Britain. It is said that he met up with his parents in Wales before then going to France where he became a priest. A few years later, St Patrick had a dream in which the Irish people were calling him to back to the island and pleading him to walk amongst them. When returning to Ireland, he was set the task to convert Ireland to Christianity. So, he travelled far and wide converting many to God’s religion and started to build churches all over the country with his disciples. There is much debate over when he died. Many believe it was March 17th (which is why St Patrick’s Day is held on this day) and many believe that this is actually the day of his birth. It still remains a mystery. ### **What about the snakes?** So, what about the snakes? It is a common belief that St Patrick rid Ireland of snakes. It was said that he was atop a hill during a 40 day fast, when snakes started attacking him. The story goes that he chased all the snakes into the sea, never to be seen again! Now, we know today that it is very unlikely that this story is true. Scientifically, the climate of Ireland means snakes can never live there, as well as the fact that the sea surrounding Ireland is too cold for snakes to migrate. Some believe that the snakes represent pagan religions and atheists, hence why St Patrick was driving them out of Ireland, as his job was to convert the entirety of the country to Christianity. ### **Why is St Patrick’s Day celebrated so widely?** Millions of people around the world have lineage to Ireland and this day over time has gradually become a significant date for Irish pride which is why everyone drinks and wears green! --- ## Why Advertising on TV is Still Relevant in 2022 **There are more digital marketing channels available than ever, and with growing trends, there are always more being created. Because of this, it can often be recognized that traditional marketing methods are likely to be overlooked, especially when it comes to TV advertising – but this isn't exactly correct.** In this blog, we look into why advertising on television is still relevant in 2022 and how consumers prefer to digest the content being advertised to them. ## **Why TV?** Multiple studies have shown that TV is one of the most trustworthy methods of digital advertising as it has the largest impact on sales. Recently, video marketing has shown that short-term videos are more useful when grabbing a viewer’s attention. [**Professor Karen Nelson-Field from Amplified Intelligence conducted a study by looking at multiple channels, including TV, BVOD, YouTube, Instagram, and Facebook, to see the best channel for short-term advertising.** ](https://falloffthewall.com/why-tv-marketing-is-still-relevant-in-2021/#:~:text=TV%20is%20trustworthy,created%20and%20verified%20by%20professionals)The top two channels for this were TV and BVOD, as it showed that even though these advertisements were typically longer than what is shown on the likes of YouTube and Facebook, the consumers were still heavily impacted up to 28 days after viewing the advertisements. From this study, it is evident that the impact of TV advertisements can highly benefit your ROI for your business. ## **How Trustworthy is TV?** [Thinkbox](https://www.thinkbox.tv/) has considered TV to be the most trustworthy advertising channel. When consumers see an advertisement on TV, they know how many other people are watching that ad. As an audience, you can trust that it has been made by professionals. TV advertising is very well regulated due to its high standards, so it is unlikely any scandals or inappropriate advertising placements will take place. TV advertisements give brands a lot of credibility, which is why many businesses are looking to place their ads here. As viewing habits have changed significantly, the rise in digital devices has altered the way we communicate with businesses. Nowadays, consumers watch TV differently as streaming devices have been introduced. This opens many doors for advertising, as companies will benefit from brand campaigns being more accurately targeted than before. Ideally, TV and digital campaigns should work together for the best results, as making the most out of your brand's TV assets in the right digital space will give your campaign more consistency and reach. In addition to this, it is a cost-effective way to make the most out of your advertisement. ## **Why Broadcasting is Important** Broadcast television is still a large part of many consumers' lives since most of these channels can be broadcasted on everyone’s household TV. [**Thinkbox has found data that shows that broadcast TV takes up 68% of an average person’s day in terms of video advertising**](https://falloffthewall.com/why-tv-marketing-is-still-relevant-in-2021/#:~:text=TV%20is%20trustworthy,created%20and%20verified%20by%20professionals). This can tell us that it is more valued than online content from channels like Facebook and YouTube. Advertisements that are shown ‘live’ is a huge benefit for you and your business, as well as for your audience, since with live TV there is no option to fast-forward or skip. Awareness campaigns for big brands would specifically do well with this marketing method if they have a large target audience across the nation. This is an excellent way to let your audience know about your new service or product as consumers' trust in TV advertisements can help to strengthen the perception of your business. ## **Why Creativity is Important** Brands are releasing advertisements that hold a lot of creative value whilst still presenting their products with positivity and benefits. It is obvious that consumers won’t waste time watching something that doesn’t interest them enough. Brands should reward their audience for the attention they give, so providing your ads with good entertainment and humour will improve them. It has been found that videos that emotionally involve an audience will encourage them to engage with the ad. Involving a story in your ad will encourage your audience to watch it from the beginning to the end, which will give you a better response. The relationship between online sources and TV is becoming significantly closer, and we think that this is going to be continued. This relationship is important as it can considerably strengthen your campaigns so that your brand can achieve the best results. It is important to recognize that TV is still a vital part of a brand's advertising, so we think that it should be the main component for both your online and offline campaigns. --- To find out more information about our digital marketing services, you can contact us [here](https://bigwave.co.uk/contact/) today. --- ## Why B2B companies shouldn’t dismiss social media as a viable form of marketing Currently studying a Level 3 Business Admin course at Exeter College, Molly Thwaites is the most recent addition to the Accounts Apprentice team. Molly has recently moved down from Cumbria. In her spare time, she is a keen hockey player, marvel nerd and a huge fan of the outdoors. --- Business-to-business (B2B) marketing has traditionally focused on face-to-face interactions. However, in recent years strategies have steered towards creating digital content that helps to sell your product through both traditional methods and the largely growing social media platforms. Having a very clear online presence is becoming an increasing demand for B2B companies... But why? ### **Your clients are also on social media** For some B2B companies, the idea of utilizing social media platforms can be seen to be an irrelevant form of marketing. Because most clients that B2B’s deal with are other companies, the need to have an online persona is often overlooked by the need to drive sales in more traditional forms. However, social media can, to some degree, offer the same interaction levels as speaking to a client face-to-face. With the ability to tweet, message and reach out to people 24/7, it is important to be aware that as a tool, social platforms are the perfect place to create and reinforce the relationships you have built with your clients. It is also a great way to direct people to your website. There are currently 3.48 billion people on social media, so there is a very high chance that your clients are already using the sites. Plus, with people spending on average just over 2 hours a day online, you’re given the opportunity to target people on a more day-to-day basis which may overwise not be achievable. It isn’t just about focusing on present clients, but also about those from the past and those you wish to engage. For most investors, the first point of call is checking you out online. So, by creating a profile that investors can view and get a feel as to who you are as a company, you’re already pushing leads in your direction. It also gives you chance to target those that may have stopped doing business with you by showing what you continue to bring to the table. ### **LinkedIn engagement rates are often really good compared to other social networks** “A social network in a suit and tie. If you’re in B2B, recruiting, or company culture, this is your online HQ.” – Gary Vaynerchuk, Entrepreneur. As far as the top social media platforms, LinkedIn often ranks highly amongst B2B companies in terms of engagement rates. Due to the nature of the site, it provides the perfect environment for professionals to network and build relationships with each other. - LinkedIn is responsible for [64% of all visits](https://neilpatel.com/blog/linkedin-marketing-tips/?utm_source=zest.is&utm_medium=referral&utm_term=zst.5ac1d530298d0) from social media sites to corporate websites.\* - 93% of B2B marketers now consider LinkedIn to be the most effective site for lead generation. \* - 94% of B2B marketers use LinkedIn as a content distribution channel. \* - 61 million LinkedIn users are senior level influencers and 40 million are in decision-making positions. \* In terms of numbers, more than two professionals join LinkedIn every second\*\*. Meaning that there is a constant supply of new people for you to connect with. Individuals that, in a lot of cases, are the high-level decisions makers you want to target. Decisions makers who are on the site specifically looking for new services to use in their own business. ### **You can build your own LinkedIn network and represent your organisation** Creating your own profile is a good way to get your own name out there as well as promote the business you work for. Through publishing content from both personal and work files, as well as interacting with other users’ posts, you can subtly advertise your company. Compared to other social networking sites, LinkedIn has more a focus on the quality of the contacts you link with instead of the quantity. ### **If it’s being talked about at all, it’s being talked about on Twitter** The fast-paced, often confusing, nature of Twitter can be quite daunting for some. However, the impact that the platform can have on your business is quite the opposite of scary. Twitter is often the platform people go to solve a problem or discuss a topic. Which for a B2B company can be a marketing goldmine! A good marketing team will jump at the chance to become a place that people can turn to in order to get the answers as this will hopefully result in a sale. With over 500 million tweets being sent daily, there is a very high chance that there is someone out there who requires the help of your business. Now, the idea of searching through 500 million tweets to find the topics relating to your company seems quite intense but there are tools in place to make it a little easier your end. ### **Listen to this…** Whether it’s new trends or improving relationships, being able to target specific words will highlight what your consumers/clients are talking about, giving you the chance to contribute to the conversation and promote your brand. However, it’s not just about positively promoting your company but also maintaining your reputation as any form of negative publicity can have a dramatic effect. Due to B2B relying heavily on creating a business that is respected and trustworthy, it’s important that you act on it – this means making sure you are monitoring your brand name for any mentions in which you are tagged/not tagged and you may wish to contact the client to resolve the issue directly! Remember to always take the problem privately to avoid further public disproval. Social listening can also help you keep up with emerging trends as well as keep an eye on your competitors. Monitoring specific hashtags to do with your industry will give you an understanding as to what is popular and what is working within your industry. If you can take advantage of social listening, then you’ll have the ability to completely change the way of how you do business. ### **It’s your chance to decipher a personality for your organisation and let that shine** All business aside, using social media is the perfect place for your company to show what it stands for in a more relaxed and informal tone. Social media’s biggest positive is that you can express yourself in any way you please, therefore it is the perfect place to show off your company in a way that isn’t restricted by the expected norms of what business communication “should be”. You can make your company more fun and engaging whilst providing information that still promotes what you do. Don’t be afraid to come across like this, having a personality has the ability to separate you from the stale content that is often found on B2B sites. ### **Time for change** To summarise, the need for an online presence is becoming an increasing demand for B2B companies. Not only to maintain reputation but also to increase leads. Check out below the 3 action points you can take today to enhance your B2B social media profile: - Grow your personal following - Engage on Twitter - Utilise social listening \*\*\* --- ## Why do we care about Christmas adverts? --- Our Content Manager, Amelia Hall, is a self-professed theatre nerd, bookworm, and dog lover. When she’s not in the office, you can find her treading the boards in Exeter as part of a local light opera group. Or gravitating towards the nearest dog. --- There’s a lot of things that signify the start of the Christmas season. And no, it’s not when the temperature outside drops below 10 degrees. Subconsciously, we’re programmed to associate the festive period the first sound of Christmas songs on the radio, the eating of mince pies, and – distressingly – pieces of mass marketing from huge conglomerates that urge us to buy from them. Adverts are usually an annoyance (we just want to watch YouTube videos in peace!) or an opportunity to make a cup of tea. The point is, we don’t often pay attention to televised sales pitches. Granted, Christmas ads aren’t your ‘average’ advert, since it does tell a (usually heart-warming) story complete with the ubiquitous acoustic cover of a popular song, but it’s still clearly an advert asking you to part with your cold, hard cash. So why, then, do we wait with feverish anticipation for these festive adverts? And why has the competition to release the ‘best’ Christmas ad of the year become an “arms race”? (Yes, that is a direct quote from a marketing publication.) ### **What makes Christmas adverts such a big deal?** Well, part of the reason is that for most, the first Christmas advertisement really does herald the beginning of the festive season. By mid-November, you’re likely to find your social media feed flooded with the festive ads of all the big hitters. It’s a signal to think “it’s ok, Christmas ads are out. I can shed a little happy tear over this lovely advert, start enjoying the thought of spending time with family and friends, and begin panicking about all the Christmas shopping that I have to do.” No matter how much we try to resist, the release of Christmas adverts from our favourite brands is the ‘official’ checkered flag for celebrating our favourite time of the year. ### **They feel *different* from other ads** Christmas adverts tend to leave us feeling warm and fuzzy, in stark contrast to the ‘hard sell’ of normal adverts. The John Lewis ad is arguably the most noticeable and highly anticipated member of the pack. They can probably count themselves as masters of the emotional Christmas advert since it’s been making them the longest and is the most widely imitated – not to mention the fact that their annual Christmas advert is famous enough to have its [own Wikipedia page](https://en.wikipedia.org/wiki/John_Lewis_%26_Partners_Christmas_advert). You only need to cast your mind back to classic adverts from the past few years to remember Gabrielle Aplin’s cover of ‘The Power of Love’ accompanying the snowman searching for the perfect gist, the bear and the hare, Monty the penguin, the man on the moon, Boxer the dog, and – of course – last year’s Elton John advert. And they’re all John Lewis doing what they do best - delivering the Christmas nostalgia. In fact, the number of brands going for the emotional punch seems to be increasing every year, leaving us viewers feeling particularly wobbly. ### **We love things that we can share** With Christmas ads getting more and more emotional, they’re also getting more shareable. Following the release of the handful of ads that created some buzz this year, social media was buzzing with opinions – including clear declarations of loyalty to particular brands’ festive output. Festive adverts are an easy, pleasant thing to share with your friends, which is why we love being able to consume them digitally. ### **Which brands are in line for the crown this year?** Old favourites like Coca Cola and John Lewis put out pretty good adverts – I actually enjoyed the Excitable Edgar ad. But for me, they were challenged by less traditional brands, like Walkers’ Mariah Carey ad, Iceland’s family-friendly Frozen 2 effort, and McDonald’s adorable #ReindeerReady story. Aldi put out another great Kevin the Carrot chapter, Asda and Sainsbury’s presented a heart-warming advert, Lidl used their humourous marketing to their advantage, and M&S got everyone doing the ‘shoulder roll’ in their knitwear-inspired ad. For me, though, this year’s prize goes to Hafod Hardware, the viral smash of 2019. Made for just £100 by a local hardware shop in Rhayader, Powys, the advert follows a two year old boy called Arthur as he runs the hardware shop for the day. The advert is set to a cover of Alphaville’s 'Forever Young', and as we see Arthur transform into an adult, we see the tagline 'Be A Kid This Christmas'. For something so genuinely heart-warming, genuine, and Christmassy, it’s only fitting that [this lovely advert](https://www.youtube.com/watch?v=pDtCXO71FJU) was created by a small, high-street company. It definitely made me shed a little happy tear, start thinking of spending time with family and friends, and begin panicking about all the Christmas shopping that I have to do. --- ## Why graphic design is more important than you think With hundreds of concerns a day, you may be tempted to dismiss the need for expertly crafted graphic design. But here are five reasons that graphic design is more important to your business than you think. 1\) **First impressions count:** The way your brand is displayed will have an impact on how it’ll be perceived by potential clients. Whether it’s a business card or brochure, packaging or program, customers will judge a business within a matter of seconds. Therefore, it is key that your company has a standard design that targets your customers, portrays the business as a whole and enables you to stand out from competitors. If customers are already aware of the great design work you’re capable of, they will be more inclined to work with you. 2\) **Communication:** The use of graphic design doesn’t stop at your logo or your website – it can be used to communicate ideas using visual aids. An informative image such as an infographic can convey ideas that can’t be expressed with words alone. A professionally designed image can create a positive impression and avoid misunderstanding. 3\) **Efficiency and productivity:** A well designed website and overall brand experience can boost morale among staff as it gives them a sense of pride in belonging to an attractive brand. Your website is an area of your business where bad designs are likely to be observed. A simple and practical design should include easy navigation, appropriate colours and legible fonts, rather than garish colours, indistinct fonts and unclear menus. 4\) **Presentation and perception:** Graphic design plays a key role within the decision-making process. Potential clients will invest in companies that have quality designs and are perceived to be trustworthy – the presentation and perception of a business can be the making or breaking of this. It is critical that you present your business in the best way possible by investing in quality design. 5\) **’Consistency is king’:** Brand recognition is key to becoming a memorable brand – chopping and changing the style of the marketing materials can be harmful to the brand, leaving mixed messages and causing confusion to potential clients. A strong brand takes several years to mature, be brave, have faith in your identity and the rewards will come with consistency. Find out how Bigwave can help you with your graphic design by contacting us on 01392 492380 or check out our [website](/okf/page/graphic-design.md). --- ## Why has the Gillette ad received such a bad reaction? I am right behind the message in the [Gillette advert](https://www.youtube.com/watch?v=koPmuEyP3a0): It is absolutely time for the next generation of men to make a change in what is considered normal behaviour and more importantly, it’s up to the current generation to show them how. Violence and sexism have no place in a forward-thinking society and this has nothing to do with ‘what it means to be a man’ it’s about equality, fairness and compassion… regardless of gender. However, Gillette’s #TheBestMenCanBe advert has received a huge amount of backlash and regardless of the ‘any publicity is good publicity’ philosophy, there must be someone in their marketing department experiencing higher than normal levels of perspiration. Thankfully, they also make deodorant. In case you haven't seen it, here's the ad in question: ### **How do we feel about brands telling us what is right and what is wrong?** Let’s call a spade a spade; Gillette is best known for making shaving products. Their main marketing goal is to convince you, the consumer, that their shaving products are better than their competitors – they even go so far as to claim they are ‘the best a man can get’. But, Gillette has seriously stepped outside of their lane here and while their intentions might be good, are they somewhat misplaced? Do we really want to hear guidance on social change from a brand who ensure that our faces and… ahem, necks… are silky smooth? Perhaps not. ### **But, what about Nike’s campaign to stand by Colin Kaepernick?** > Believe in something, even if it means sacrificing everything. [\#JustDoIt](https://twitter.com/hashtag/JustDoIt?src=hash&ref_src=twsrc%5Etfw) [pic.twitter.com/SRWkMIDdaO](https://t.co/SRWkMIDdaO) > > — Colin Kaepernick (@Kaepernick7) [September 3, 2018](https://twitter.com/Kaepernick7/status/1036695513251434498?ref_src=twsrc%5Etfw) They’re the same, aren’t they? Well, no not really. Nike were a sponsor of Kaepernick and chose to stand by him through a very divisive time. Their decision to run a campaign around a figure who angered some of their consumers has also been analysed from a commercial perspective and shows that what annoyed the occasional consumer ([to the extent of burning their shoes](https://www.businessinsider.com/nike-advert-with-colin-kaepernick-has-people-burning-products-2018-9?r=US&IR=T)) actually increased brand loyalty from the more lucrative consumer. It’s a positive message from a brand who are genuinely at the heart of the issue. ### **Is this a similar commercial move from Gillette?** Could well be. Gillette have undoubtedly ruffled a few feathers here but in the long run, they could be tactically placing themselves as a forward-thinking brand with the younger consumer base. Let’s just say (with our fingers crossed) that we are rapidly moving into an era that sees sexism become a thing of the past, are Gillette ahead of the curve in attempting to separate themselves from an out-dated mentality? Perhaps. ### **So what’s all the fuss about?** Let’s face it, this clearly hasn’t gone as well as Gillette might have hoped. I think the main reason here is that it feels ill-thought-out and has the slight stink of a company flogging their brand via a topical message. There’s something about the execution that makes you feel like they didn’t contemplate their place in the market thoroughly enough and then use it to impact change. Especially when you consider that their own product range isn’t exactly perfect: > If [@Gillette](https://twitter.com/Gillette?ref_src=twsrc%5Etfw) really want to make a change perhaps they could start by looking at their pink ‘Venus’ range for women that includes names like Passion and Embrace and costs more than the men’s ranges for the same thing. Thanks. > > — Caroline Hirons (@CarolineHirons) [January 15, 2019](https://twitter.com/CarolineHirons/status/1085140132225789957?ref_src=twsrc%5Etfw) ### **Can brands effectively speak out about social issues?** In essence, yes but it’s a very tricky path to tread. [Pepsi](https://www.independent.co.uk/arts-entertainment/tv/news/pepsi-advert-pulled-kendall-jenner-protest-video-cancelled-removed-a7668986.html) and now seemingly Gillette have had their fingers burned but campaigns like Nike and [Airbnb](https://www.youtube.com/watch?v=yetFk7QoSck) have proven to be extremely successful. We’d love to know your thoughts! Tweet us at [@Bigwavemedia](https://twitter.com/Bigwavemedia?lang=en) with your thoughts on brands chiming in on social issues… yes, we’re aware that it’s what we’re doing right now. --- ## Why is a good subject line so crucial in email marketing? Are you putting a lot of effort into your email content and getting no response from your audience? In that case, it may be worth having a look at your open rates. After all, there’s a heavy chance that your email was received but it simply didn’t seem worthy of a click-through. ##### **First impressions count** Your subject line provides the very first snippet of insight into your company and your promotion, so make it good. Some people get hundreds of emails a day and take just seconds to make an evaluation. If the subject line of your email doesn’t catch your reader’s attention they won’t open it - even if the content could be useful. According to a survey carried out by Salesforce in 2016, a massive 69% say they would report an email as spam based on the subject line alone. In other words, if you want your email opened, read and clicked you need an outstanding opener. It’s your first impression and can determine the start or end of your customer’s experience with your business. ##### **Short, snappy and concise** Start your email by clearly identifying your business in the ‘from’ field, as people are much more likely to open mails from people they recognise and trust. The next step is to create a subject line that’ll convince your customers to open the email. Here are some tips how to write a good subject line: - The shorter and snappier the subject line, the better. Think about which words really matter and don’t use more than 50 characters or 10 words. - Personalise names. The Salesforce report also showed that 18% of all readers open their email when the subject line includes their name. Include a user’s name, location or a special event near them to show that present an air of familiarity. - It’s important that your subject line reflects your email content. Anything too misleading will simply end in a high bounce or unsubscribe rate. - Avoid vague lines, clichés or non-specific requests. Instead, write an interesting and unique subject line. - Avoid words like ‘free’, ‘percent off’, ‘reminder’ and ‘special’ as well as pound symbols and exclamation points. These can trigger spam filters. A great way to test your subject lines it to A/B split test them. Different subject line variants will provide fantastic insight into what works best for you. Over time, this will influence the decisions you continue to make to give you the best possible outcome. At Bigwave, we can do all this and more. Our email marketing package is a quick, easy and affordable way to use email to reach your existing client base or outreach to potential customers. Get in touch [here](/contact/) to find out more. --- ## Why is deaf awareness important? ![](https://bigwave.co.uk/wp-content/uploads/2024/03/BWM02034.jpg) Hello, my name is Kenneth, I am 19-years-old and I am studying Level 1 Media at Exeter College. Also, I am a student at Exeter Deaf Academy. This week, I have been doing a work placement at Bigwave media, to learn the ins and outs of the marketing world and gain some practical experience. Soon I will be studying Level 2 Media and hopefully in future I would like to work in media for example at the BBC, ITV or work in Marketing. I am interested in computers for example iMacs, in editing on software called Adobe Premiere and also I like iMovie. The segment I am doing is - why is deaf awareness important? I chose that idea because I want to promote the idea for my academy moving to Exmouth and we want to show hearing people in Exmouth that they can learn sign language before we move. #### **My campaign** This week I have been promoting the idea for the Academy moving to Exmouth and I want to show hearing people in Exmouth that they can learn sign language before we move to Exmouth. To help show people, I have to make a poster and leaflet to understand more about the Academy moving to Exmouth: ![](https://bigwave.co.uk/wp-content/uploads/2024/03/Give-it-a-go-poster-1-scaled.jpg)With the poster, I am going to make 8 posters of activities that people can do, it means they will have to look for posters in local shops that have QR code with a link that will have a sign for hearing people to learn. With the leaflet, I am going to make 8 leaflets that will help hearing people in Exmouth know where to find the posters on maps, also it will hopefully help deaf people to know about it. I want to show people in Exmouth that they can independently learn to sign and also raise deaf awareness. I also want hearing people in Exmouth to know about the Deaf Academy moving to Exmouth. #### **Working with #TeamBigwave** On the first day I was excited as I was looking forward to finding out what is it like in Bigwave Media. On the first and second days, it was a bit difficult to know how I could get hearing people to know about the Deaf Academy; then on the third and fourth days I was enjoying working with the Graphic Design team because I wanted to learn how to make a poster, leaflet and edit on different software. They taught me how to use different programmes and I found it very interesting and I was very happy that I learned how to use them. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/BWM02046.jpg) During my time at Bigwave, I have learnt more that's linked to my media course. This has helped me to know what jobs I want to do in future. I actually enjoyed it and it was lovely working with the team well as working with graphics design. --- ## Why is it so important to put yourself in your customers' shoes? To ensure your customers endure beneficial experiences in the channels they cross, it is vital to view your services from their point of view. A customer's perception of your business is often the difference between happy returning customers, and those who are unsatisfied and therefore unlikely use your services again. Reported statistics highlight this point, claiming that 86% of customers stopped liaising with a company due to a poor transaction or service experience. This shows that getting it right first time really is key. Here are some tips on how you can incorporate a strong, customer focused approach into your consumer strategies: **View your service from a customer's stance**First and foremost, and just as the title of this blog post suggests, adopting a customer's viewpoint when connecting with a service is crucial. Whether your business provides directly to the customer, or if you're reaching out to further commercial industries, [mystery shopping](/okf/page/marketing-consultancy.md) is very effective. Our experienced and impartial mystery shoppers at Bigwave Media produce tailor-made reports incorporating all aspects of the customer experience, including personal visits and telephone calls. This enables your business to gain a genuine insight into the way you are observed as a company, providing you with feedback and improvement recommendations. Furthermore, it remains essential to view the services you offer from a digital perspective as well. With 60% of the UK's population now owning a smartphone, it is vital that your website is streamlined and displayed in an easy format on various screen sizes. You can simply check if your website adopts this method of structure [here](http://ami.responsivedesign.is/). **Get to know your customer**It is imperative not only to understand the [demographics](/okf/page/demographics.md) of your customers, but also to understand the service and products that are expected and required. Friendly but professional customer service is a small but important step which makes a big difference in maintaining satisfied customers. Going above and beyond these expectations is often what provokes a reaction from clients and customers. One way that companies can do this is by incorporating 'Random Acts of Kindness', be it by way of upgrading a customer's order so it reaches them by the following day, or offering a free workout class to a longstanding leisure centre member . It is these unexpected, but genuine actions that create a positive stir, and remind the consumer of the human side of a brand. This is great for your business as more and more customers share their daily encounters with companies through social media, and thus can confidently strengthen your online brand image. **Act on a customer's feedback**Acting on a customer's feedback demonstrates that your business cares. Whether it's replying to tweets, emails or old fashioned letters, it is important that customers appreciate that you have not only received and acknowledged their contact, but that they know what you intend to complete as a result. Much like the Random Acts of Kindness mentioned above, this individual approach further strengthens the personable image of your business, and helps to reaffirm you as a brand that cares about all customer experience, be it positive or negative. Putting yourself in the customers' shoes is a strategy we employ here at Bigwave Media. Whether we're designing a logo, creating a PR campaign, or developing a website, we imagine ourselves in the situation of the client in order to efficiently plan and generate the best possible outcome. Incorporate it in your business and learn how it can secure happy and returning customers! --- ## Why is planning ahead so important in marketing? *University of Exeter student, Freya Carr, is currently undertaking work experience at Bigwave Media. Here, she explains the importance of planning ahead when constructing a marketing strategy.* **Reassessing the needs of your audience** A huge part of planning ahead in marketing involves having an intimate understanding of your customers and their changing needs. Through market research and tracking sales it is possible to establish what is most important to your customer and then delivering upon that theme. Planning ahead therefore allows you to modify your marketing plan to reflect the requirements of your customers and ultimately increase returns. **Creating focus** When you plan ahead you are forced to identify what exactly it is you want to accomplish and how you intend to do it. With a plan in hand you are able to focus more on exactly what you need to do to deliver your service to your customers. This helps to create a bigger picture, which in turn can help to improve communications and share responsibilities by identifying who needs to do what and when. **Reducing stress and increasing success** Even the most basic planning can save you time, money and stress. Just plotting dates on a calendar helps give an overview of the year ahead and can help increase success rates. With more time up your sleeve you are able to eliminate many potential problems before they ever occur and reduce the number of rushed decisions that are made without reference to an overall marketing plan. **Staying ahead of the competition** Through careful planning you can often get in first, putting you ahead of your competition. You could be the first to announce or launch something new and desirable. For many businesses, there are specific times of the year that you need to be in touch with your customers. By planning ahead and getting everything ready in advance, you can ensure that you don't miss out on vital marketing opportunities. **Embracing the digital era** The end of 2012 saw the opening of a number of social network sites including Microsoft Socl and the re-launch of MySpace. With 2013 set to see the continued growth of social media, marketers need to plan their social media activity to ensure they are ahead of their competitors in taking advantage of these promotional platforms. However, not all social media networks are going to be useful for everyone. Planning ahead allows you to establish the social media preferences of your consumers and tailor your activity to match this. --- ## Why leisure facilities should use Social Media to engage with members There are many reasons why leisure facilities could be using social media to engage with member bases online. The first is the sheer volume of present and potential members that use this form of communication. Over half the UK population are on social media? It is currently ranked the fourth most popular activity on the internet (above email). So why not go and talk to your potential members where they are, to encourage them to come and visit you? There are a large number of social media platforms you could utilise. We think four of the most well known ones offer leisure facilities the best opportunity to reach the people you want to use your facilities. **Facebook**The primary and most well known social media platform is Facebook. There are approximately 800 million members worldwide. 100 million of those are active on the site every day, keeping in touch with friends and family. Leisure facilities can set up a Facebook Page where updates on the activities taking place at the centre can be posted. For example, class timetables, booking availability and special offers could all be added to the Page. Useful information such as top tips on how to keep fit could also be posted, as could information about upcoming events. A person can share content they particularly like with friends and family. Potentially this content could then go viral (spread fast) within Facebook. A Facebook Page offers existing customers the opportunity to "like" the page and follow it for updates. These updates will then appear on their personal Facebook profiles where their friends and family may also see them. In addition, Facebook Ad campaigns (pay per click adverts) can be run that target particular age groups and locations. These will gain further likes for the Facebook Page. Over time, all these activities may draw new people to the leisure centre as they become aware of the range of services you provide. **Twitter**Twitter is a micro message instant chat network that has grow fast, with 0.5 million new users every day. It provides another way for people to keep in touch. Leisure facilities can set up a Twitter profile and post updates for people to follow in their own Twitter stream. This means you can quickly send news about new classes, timetable changes and new facilities to a large number of people. It is also potentially a great place to interact with your customers, helping you to provide better customer service. As with Facebook, it is easy for followers to share content that is of interest with their friends and family, which will quickly spread your news much further. Over time this should encourage more people to use the leisure centre. **YouTube** YouTube is a video channel network where people can easily share video content online. YouTube is owned by Google and is considered to be the second largest search engine (as you can search for videos on it) behind Google. Google currently owns approx. 90% of the search engine market in the UK and it likes social media because it shows you are continually active online. This means that your social media pages are likely to appear near the top of search results, making it easier for people to find you online. YouTube is an ideal way to visually promote your leisure facilities as you can provide a series of videos showcasing activities and facilities. These videos can also be promoted on other social media platforms. You can also embed this video content into your website. This will help optimise the website for search engines, such as Google, that highly value video content on sites. This will push your website higher up search engine results. **LinkedIn**LinkedIn is the business social networking equivalent of Facebook. It enables business professionals to keep in touch online. LinkedIn provides leisure facilities the opportunity to connect with existing customers and locally based discussion groups. Many business professionals go the gym or take up a class in their lunch hour or after work to escape the stresses/pressures of work and keep fit. These people could be ideal advocates for your facilities and help spread the message to their colleagues and other business connections within LinkedIn. The latest [Nielsen Global Online Consumer Survey](http://blog.nielsen.com/nielsenwire/consumer/global-advertising-consumers-trust-real-friends-and-virtual-strangers-the-most/) showed that 90% of consumers trust peer recommendations. These means that members of your leisure centre who mention and recommend you to their friends and family on social media platforms are powerful advocates. We hope you find this info useful. For more top social media and marketing info follow us on Twitter at [@bigwavemedia](http://www.twitter.com/bigwavemedia). --- ## Why Website Optimisation is Essential **It’s important to spend time on website optimisation so that it’s easy for users to find your website and navigate it. Website optimisation will help you to improve business goals and customer journeys, capturing their interest and driving more conversions.** We believe every marketer should know the basic techniques when optimising a website, which is why in this blog we will be discussing everything you need to know about website optimisation. ## **What is Website Optimisation?** Website optimisation is essentially the process of using tools, strategies, and experiments to improve the performance of a website to improve traffic, conversions, and conversions. The most important factor of website optimisation is search engine optimisation (SEO), as it focuses on ranking website pages in SERPs (search engine results pages) using specific keywords, which enables your brand to be found in the easiest way. In addition to this, it’s important to think about your website design, accessibility and how easy it is to navigate, and the content. ## **Why Do I Need to Optimise My Website?** Essentially, your website can hold a lot of power if you optimise it correctly to further increase traffic, leads and conversions for your business. Personalised experiences can help to convert customers faster, so researching into how you can make your website more relevant and easier for users will be highly beneficial. By optimising your website, you can also generate higher ROI for your ad spend, improve brand awareness, and build trust with your target audience. ## **How Does Website Optimisation Work?** The aim of website optimisation is for it to become appealing to search engines and customers of your business. The foundation of a good optimisation process is identifying the initial issues of your current website before you improve it. It’s best to use software tools that are available to you to be able to search for any issues with page speed, SEO, mobile usability, design, links, written content, imagery, and more. The amount of tactics, tools, and techniques for this web optimisation is staggering, so by understanding where your website struggles, you can maximise the impact of your website. ## **Our Top Optimisation Strategies for Your Website** It’s clear that there isn’t just one solution to optimising your website, there are many things you need to do. However, we’ve put together the top optimisation strategies to get you started: ### **User Experience** Website optimisation to enhance user experience (UX) is one of the most important factors when improving your website’s performance, so you will need to define your target audience, and think about your ideal user. Using tools like Google Analytics and Google Search Console will help you learn important information about your current users and their behaviour on your site so you can determine the effectiveness of your current user experience methods. It’s also important to think about your customer's intentions throughout the buyer journey of your brand. If the content that you are producing doesn’t align with your audience, then you won’t generate the traffic you’re looking for. By understanding your customer's needs as they move from awareness to decision, you will be able to create a more powerful one-site experience. ### **SEO** Your SEO ranking can be increased when you research and use the right keywords for your website. The best way to determine the best search terms and phrases is by entering a keyword into a tool such as SEMrush, and determining which keywords work best for your website and messaging. Your main aim should be to make your website appear on the first page, so it’s also a good idea to research your top competitors, as they will give you insight into helping you optimise your own content. ### **Tracking** Your website has a large impact on whether or not your existing customers come back, so it’s important to always review current user behaviour. To improve the experience of your website for users, you can track the actions they make on your website using tools such as heat maps. It’s worth taking time to look at your pages and links that users click on, how long they spend on a webpage, and when they leave your site. This will help you determine why they haven’t converted and what you can do to change that. --- If you have a website for your business, then start optimising it now to boost your conversions and generate better ROI. Website optimisation is crucial in the digital era, so knowing how to optimise a website is an essential skill that will enable you to set yourself and your business up for mounds of success. To find out more about website optimisation, why not [contact our web team](/okf/page/cro.md)? --- ## Why your brand's public image matters now more than ever Your brand is far more than your name or logo alone. For modern consumers and customers, your brand is your reputation: a combination of all the associations customers make based on every single interaction they have with your business, product, or service. Here’s the thing: most business owners don’t really think about their public image (or brand image) until there’s a problem. This might be that your brand image is so outdated that it no longer resonates with your target audience, or there may be underlying issues that turn customers off. In an increasingly crowded and competitive market, it’s wise to do all you can to make sure that your brand is appealing to and engaging with your potential customers. This is why it’s so important to constantly think about your brand’s public image. Business owners often associate brand image with unnecessary expense and making their products look nice, but the reality is that brand image is absolutely integral to the success of any business. Here’s why brand image goes beyond branding as we know it: 1. **Your brand’s public image makes an impression** Making a good first impression can make or break a business. Customers will form an almost instant impression and opinion of your products, services, and general brand based on factors like your website, the quality of your content, your social media presence, how responsive you are, etc. For those with physical shops, you might be judged by the layout, cleanliness, friendliness of your staff, and more. For online businesses, your website is your storefront. It will be judged on usability, how modern it looks, and the relevant content included. The point is, making the first interaction with your customer a good one is crucial. Your branding feeds into this as it is often the very first thing that people see. A strong brand can set the right tone for your products or services and can draw in potential customers. 2. **Brand image creates recognition** The most prominent companies in the world all have one thing in common: a strong and recognisable brand. Most people would immediately be able to identify an Apple device, a can of Coca-Cola, or the golden McDonalds arches from a distance. Whilst having a strong brand presence may look simple, but it takes a lot to make your brand this recognisable to consumers. You need to start with a strong logo or slogan, but it also takes brand associations like reliability and quality to set you apart. What’s more, your brand identity needs to be consistent across everything you do. 3. **Brand image can help you build a loyal customer base** Unsurprisingly, when you build a strong brand, it contributes to the success of your long-term brand awareness and creates loyal followers out of your target audiences. If your brand is consistently putting our positive brand images and impressions, then more people will be drawn to the brand and more people will buy from you. Easy ways to improve your brand’s image might be to update your website design and content, work on putting out regular and useful blog content, or even do a complete brand refresh to make sure your image reflects your identity, values, and services. Follow that up with strong customer service and effective marketing and you can build a loyal base of customers that return to buy your products or services again and again. The more often you can deliver on your brand promise with a strong brand image and interactions, the easier it will be for consumers to remember your brand and what it stands for. **In conclusion: your brand’s public image matters** Public brand image is vital for the success of any business. Customers don’t just buy a product or service from you; they buy into what your brand stands for and represents. That’s why it’s so important to make sure your brand’s public image is strong, well-designed, and reflective of your business. Think about your brand’s image regularly, and don’t be afraid to update any part of it as needed. Interested in creating a strong brand personality and effectively engaging with your potential customers? [Get in touch with our design and branding experts today.](/okf/page/branding.md) --- ## Why your business needs its own mobile app. With 2015 coming to an end, there's no doubt this year has changed the way we market to our customers. According to an [Ofcom report](http://stakeholders.ofcom.org.uk/binaries/research/cmr/cmr15/CMR_UK_2015.pdf), smartphone users now spend nearly two hours using internet on their mobile phone, nearly twice as much as the average adult spends going online via a desktop. Therefore it's clear to see that the UK is becoming a smart phone society- and we recommend that you take full advantage of this opportunity. Working alongside Mobile optimised websites, [mobile applications](https://en.wikipedia.org/wiki/Mobile_app) have the potential to transform your users experience for the better. Apps enable businesses to connect with customers in way that improves the user experience and delivers faster access/responses- for example a leisure centre can have timetables, prices, online booking and even special offers all in one easily assessable place for your customers. With 93% of adults owning/using a mobile phone in the UK and over half of the UK households having a tablet, developing a mobile app can help drive or shape a business in the ever changing mobile world. Having your own business application is likely to be more convenient than web searches as it has the capability of functioning offline. Therefore if your customer wanted to know an opening time, they could click on the app and it would tell them without having to use the internet. This covers the gap between the offline and online presence as it now gives the users that choice of using the app offline. Mobile apps can also be seen as an advertising platform solely for your business, meaning that you can advertise for free and can send 'push notifications' about the latest offers. Baring this in mind, why wouldn't you want a mobile app?! Customer loyalty/retention has the potential to be increased through mobile apps too, you could provide app only special offers and even offer a digital loyalty card- keeping the user actively using the app, where you can therefore cross-sell. [Bigwave media](http://www.bigwavemedia.co.uk/) offer bespoke design, setup and hosting of mobile apps with only a monthly payment. To find out more, visit our [website](http://www.bigwavemedia.co.uk/app) or fill out our contact [form](http://www.bigwavemedia.co.uk/contact-us). --- ## Will AI generated content replace human marketers and creatives? The question that always arises when AI is in the conversation is, “what will happen to us?”. This isn’t necessarily posed in an existential “will AI dominate the world?” kind of way, but in more of an “are our jobs safe?” way. And it’s a reasonable question to ask. A lot of the new and “exciting” advancements we see AI making in areas like art, writing, and film have us wondering if eventually, humans will be out of the picture, and everything we engage with will be robot-made. However, we strongly believe that this isn’t the case – let’s explore why. ## People connect best with people Would you still use social media if you knew that every post you were going to see was entirely AI generated, and you weren’t going to see anything written or created by a real person? It would feel hollow, and perhaps quite lonely. And that’s because when we open a social media app or read an email, we’re expecting human-to-human communication. And communication is exactly what marketing is all about. It’s about building and maintaining meaningful connections with your audience to grow their trust and loyalty with your brand. It’s impossible to speak for everyone, but generally, the messages that resonate best with audiences are ones that come from humans – rich with experiences, memories, opinions, beliefs, and values. These are things that AI can’t often convincingly replicate (or, at least, not currently). If a marketing message is devoid of any sincere demonstration that it understands the reader’s needs or relates to them in any way, it’s more likely to fall flat. ## Audiences like the human touch [A 2023 study](https://mitsloan.mit.edu/ideas-made-to-matter/study-gauges-how-people-perceive-ai-created-content) found that, interestingly, people didn’t have any problems with AI-generated content when they were unaware of how it was created. In essence, they thought it was perfectly fine and not too different from what they were used to reading from people. However, when respondents were aware of how content was made, they displayed “human favouritism”, demonstrating that consumers generally prefer to be communicated to by people, and that “there’s great benefit in knowing that humans are involved somewhere along the line”. This shows that while AI-generated content is generally of good quality, people still favour and further trust being spoken to by other people. ## Brands need personality to stand out At the end of the day, to set yourself apart from the competition, you must be different. People aren’t as likely to remember a brand who speaks and behaves like a thousand others, than they are one that has a distinctive voice and character. Think about some of the most memorable brands; think about their unique slogans, creative advertising, and their personalities. Chances are, you remember their marketing because it “feels” like them. Specsavers have their “should’ve gone to Specsavers” jokes, John Lewis are known for their heartwarming Christmas ads, and Disney’s magical and joyful persona has maintained the adoration of children worldwide for decades. The point here is that the messaging of these brands all convey emotion and tap into the human spirit to relate to their audiences. That’s not to say that AI can’t help in this area, but as something that physically cannot feel emotions or have human experiences, it can’t be relied upon to take over entirely. And as the aforementioned study showed us, if audiences can sense that human experience – a personal touch – has influenced content (or at least played a part), then they’re more likely to react positively to it. ## AI should aid content creators, not replace them Now, this isn’t a completely anti-AI piece. It’s a sensational development in technology that has a plethora of uses, even in marketing where the human touch is vital. Real, breathing people are needed to do all the “feeling” – the emotive side of marketing through which you can connect with your audience on a deeper level – but something that AI can step in and help with is the “thinking” side. You’re not going to come up with a million A+ gold standard marketing ideas all the time. Humans experience brain fog, writer’s block, and burnout. It happens. But software doesn’t. If you can figure out the feelings you want to express, and the meaningful message you want to send to your customers but can’t think of the best ways to do so, this is exactly where AI can really come in handy. As a brainstorming tool or ideas machine, AI is second to none. Sometimes, our brains just refuse to cooperate, and ideas just don’t flow. But on those days, you can turn to AI to give you a little nudge, and gift you a quick list of some ideas to get your mind going. Even if you don’t use any of its suggestions, the AI’s output will shift your brain into gear. ## Find the right balance in your marketing AI has its place in marketing, to be sure. But it’ll never replace people – not entirely. Audiences will always crave that human touch. If you need a little help finding the right balance, or discovering the message your audience needs to hear, we’re only a few clicks away. Our marketing experts know exactly how to tap into your customers’ feelings and build their trust in your brand. Just [get in touch with us](/okf/page/contact-us.md) and let us give you a hand in making your mark. --- ## Win and Survive during COVID-19 So many people are looking for answers as we move through the unchartered territory of COVID-19 impact. Here at Bigwave, we have a unique opportunity to advise and support a huge number of businesses from leisure through to bio-tech companies to restaurants. We thought we’d share some of our experiences and the good examples we’ve seen. ### **Be prepared to adapt** The issue in some ways is what can you do straight away? Many businesses have seen their revenue streams stopped overnight - unprecedented compared to any other time. However, what we have also seen are the number of businesses who have adapted their current offer to keep income streams coming in. Some restaurants have immediately changed their offer to take-away and/or delivery service. This is known as ‘**pivoting’.** It is where the business adapts or changes to meet the needs of the customer by changing its service model. Charles Darwin’s quote could never be more true: ‘It is not the most intellectual or the strongest of species that survives; but the species that survives is the one that is able to **adapt** to and adjust best to the changing environment in which it finds itself!’ So, the question is how can you adapt and fast? Look at the ways you currently get revenue into the business and then think what are the needs of the customer that we can supply a solution. At Bigwave, for example, we have helped our Leisure clients (we serve 550 leisure facilities across the UK) to adapt by creating a new portal called [workout@Home](workoutathome2020/). The take-up has been national with Community Leisure UK and UK Active all getting involved as it immediately looked at those thousands of customers sat at home that need a simple way to put a physical activity programme together and allows our Leisure clients to make a useful offer to their members. ### **Look at new opportunities to meet the needs of your customer** Your current model may have worked well in the past but now you need to ensure that there is more to offer your clients. If you currently deliver one product or service to your customer, you really need to be looking closely at how you can offer another 2-3 services. What else does that same customer need and how can you help that customer with your product and service? Many of our clients are already doing this and continue to have revenue streams flooding into their business but many are also looking at ways of pivoting and driving new streams of income. We know that new business is costly to get but offering more services to existing customers is so much cheaper to deliver, faster and now! Selling to your existing customers has no acquisition cost, as they already know and (hopefully) love your service or product, so set yourself the task of what three extra services or products you can offer to your existing customers by the end of this week. This revenue will go straight to the bottom line. ### **Make me an offer!** There are lots of offers coming out at the moment, some are fantastic and hit the mark others are certainly not having the effect they want. Looking at what you can do, needs to be considered in the following categories: **Sweets:** The offer tastes good but it’s full of sugar and not much goodness **Vitamins:** Nice to have but in tough times you can do without it. **Painkiller:** When you need it and you take it; it works immediately and resolves your problem. **Doctor:** The long-term offer which requires a lifestyle change over a long period of time. There have been many “sweet” offers that look good, but they are not sustainable, often consisting of 50% reductions or free offers. They are amazing for lead generation to add into the database for the future, but you need to be careful with them if you want to build a long term relationship with your client and in this climate it is an expensive acquisition strategy. “Vitamin” offers are similar in that they are nice to have but in tough times won’t necessarily hit the target to get a response. In tough times, you need to find and create the “painkiller” offer, the one that your target market looks at and knows right away it’s going to massively solve their problem – BOOM! A cheese producer who sold mainly to restaurants saw his business collapse overnight. So, he decided to offer hampers of his cheese for free to local people staying at home with a link to his online sales portal. He has now got a great business locally, and one that is sustainable for the future. The “doctor” offer is the one we all know that works long term, it might have well been your bread and butter offer, for example selling cars - it normally always works but just not at the moment, so you need something that can kick in now. **Pivoting** is a classic example of the ‘painkiller offer – changing your model to meet customer needs. This means looking at opportunities rather than just staring at the problem. Find those painkiller solutions and take massive action to get that offer delivered. Your new and existing customers will thank you for it. ### **How to get the offer out?** Digital search is the window to your customer, especially in this climate with so many people isolated at home. Take advantage now - as paid traffic has never been cheaper, the cost per click has made a dramatic fall! Now is the time to promote online. Digital marketing is the key to getting new clients. But don’t forget your existing customers, particularly if they are not coming to your gym, store, or restaurant. They have been loyal to you and will be again, so look after them by keeping in touch. Use Email marketing. Open rates have substantially increased because people are at home with more time in their day. Your business should be putting out at least one email a week letting people know how they have changed and responded, or provide updates on progress and preparation to re-open. Use this as an opportunity to share ideas and help them get through these difficult times. Use it as an educational opportunity. Don’t email saying, we are open as usual, find the painkiller message, enlighten and show compassion for your customers, find that **irresistible** offer and educate. Do this well and they will remember you on the other side, even in a new world! There is another approach which has always got good traction but currently in terms of conversion is turning into a bit of a winner. This is where the business offers support and help in terms of a downloadable document to give advice or provides valuable information to help them. All the prospect must do is give their name and email to receive this information. Once this is provided you start a digital journey/relationship with them, helping them to satisfy their needs. Finally, what do we notice about those businesses that always seem to get ahead quickly? Yes, they are the first to respond and adapt to the situation. Is that because they are lucky? It could be luck but generally, that runs out. For those whose luck never seems to run out we know its more than luck – it’s a winning mentality - a ‘can do’ mindset that does set them apart. The good news is anyone can have it if you are prepared to do things differently and adapt! If you need a boost in your business give us a call today and we will share more insights. --- ## Work Experience at Bigwave Media *This week, University of Exeter student Alice Clements has been gaining work experience with us. We asked her to write about how she found her time in our office:* Fresh from my first year at University, and with a very long summer ahead of me, I was looking for a work experience placement that would teach me about the social media and marketing industry and develop the skills I already had. I was excited and a little bit nervous when Bigwave Media offered me a week with the PR and Digital Marketing Team, starting the very next Monday! The nerves disappeared when I arrived and the friendly atmosphere of the office helped me to relax, while everyone made sure I felt comfortable enough to ask any questions if and when I needed help. Starting with Twitter, I found it fascinating working on the other side of social media, seeing the secrets behind the sites I use all the time. Over the week, I learned about Content Management Systems (CMS) for websites and mobile apps, researching for and writing blog posts and press releases for a variety of fields. Being given the space to complete tasks independently also helped me gain confidence in my work and learn to trust my instincts. My experience at Bigwave Media has taught me a lot about internet marketing and the many ways a brand can develop its online presence to attract customers, techniques that, up until now, I have only been aware of as a consumer. --- ## X becomes a Google Display Placement # X Joins Google Display Network - What You Need to Know On the 28th of September 2023, X (formerly known as Twitter) made a big move by joining forces with the Google Display Network (GDN). This exciting development is set to change the game for advertisers everywhere, offering new opportunities and challenges in the world of digital marketing. ***Obligitory Elon Musk Joke:** Why did Elon Musk break up with his X? Because he couldn't find the 'Space' in their relationship for 'X'ploration!*![twitter blue logo begind the new x logo](https://bigwave.co.uk/wp-content/uploads/2024/03/x-ads-becomes-a-google-display-placement.png) ## X (Formerly Twitter) Ads Joins Google **Why the Change?** Over the past year, X has faced its fair share of challenges when it comes to advertising. To provide a better experience for advertisers and users alike, they've outsourced this part of their business to the experts at Google. You can now access X's home feed inventory through Google Ads Display campaigns. ## **Performance Expectations of X via GDN** You might be wondering how this change will impact your campaigns. Well, get ready for some interesting shifts in the digital marketing landscape! With X becoming a part of the Google Display Network, we can anticipate a sudden spike in performance, especially when looking at cross-channel performance between Display and Paid Social where X is involved. As advertisers, we will need to carefully test the performance and may even segment to test this new and risky placement. ## Where do placements on X show? We have been informed by Google that this placement will provide the opportunity for your brand's ads to show on the 'X' Home Timeline on its iOS and Android Apps. The Google Display Network is already a collection of OVER 200 million sites, apps, and videos where your Google ads can appear. ## Brand Safety Considerations of X Placement While this partnership brings immense potential, there are also critical factors to consider, particularly in the realm of brand safety. X has always prided itself on preserving free speech, and this is a cornerstone of its platform. However, this commitment raises questions about the type of content your client's ads might be associated with. It's crucial to consider the benefits of this new advertising opportunity against the potential risks. Given the platform's dedication to free speech, there may be instances where your ads appear alongside content that could be controversial or divisive. As a Paid Media agency, it's our responsibility to ensure that our clients are aware of these considerations and are prepared to navigate this unique landscape. ### How you can prepare for this major change: With X becoming a Google Display placement from September 28th, it's essential to be proactive in adapting your digital marketing strategies. Here are a few steps to prepare for this exciting transition: **Please review your campaigns:** Take a close look at your existing campaigns and assess how this change might impact your targeting, messaging, and overall performance. **Be reactive and adjust your strategy:** Consider how you can leverage this new partnership to your advantage. Explore creative ways to reach a broader audience and drive better results. **Monitor brand safety:** Stay vigilant about the content your ads are associated with. Implement appropriate safeguards and regularly review placements to ensure they align with your client's brand values. The last thing any brand wants is to be showing their high-quality ads next to false news stories on X or worse. **Stay Informed on brand news:** Keep an eye on industry news and updates related to this partnership. The digital marketing landscape is ever evolving, and staying informed is key to success. Conclusion This news of the integration of X into the Google Display Network is an exciting development that opens up new horizons for advertisers. While it comes with opportunities for improved cross-channel performance, it also requires careful consideration of brand safety in a unique online environment. As a Paid Media agency, your adaptability and strategic thinking will be your greatest assets in making the most of this change. Get ready for a dynamic shift in the digital advertising landscape starting this month. If you need advice on how to test this new placement or manage the brand safety for your PPC Campaigns then give Bigwave a call on 01392 492380 or speak to our [Paid Media](/okf/page/ppc-exeter.md) team. --- ## You No Longer Need 25 Fans To Get A Custom Page URL Thanks to Chris Woods of [Q Social Media](http://www.qsocialmedia.co.uk/) for posting this, [you now no longer need 25 fans to get a custom Facebook URL](http://www.allfacebook.com/you-no-longer-need-25-fans-to-get-a-custom-page-url-2011-09). Great news! --- ## YouTube: How to’s and best practices YouTube is the second largest search engine in the world, with over 2 billion users consuming 1 billion hours of video globally. It’s also the second most popular social media network, just behind Facebook. Bet you didn’t know that. If your business isn’t using YouTube to its advantage, you are missing a pretty big trick. Not to worry, though. If you’re new to YouTube content creation, [Bigwave media has created a comprehensive guide on how to create killer YouTube content for your business channel.](https://documentcloud.adobe.com/link/track?uri=urn%3Aaaid%3Ascds%3AUS%3Aab1c8715-3d49-4fab-be4e-9771bc2dbd3f)Creating content for YouTube may seem like a simple Point-and-Shoot process, but to really help you create the best content, we have compiled a list of tips and tricks to give you a helping hand. ### ### **How to get the most out of shooting with your mobile phone** 1. Stabilise your shot One of the tips that our handy guide covers is to invest in and set up a tripod whenever you’re shooting on your mobile phone. This will increase the shot’s stability and make your YouTube content look more professional. 2. Find the best light Make sure you’re lighting your videos sufficiently. If you can’t access studio lights, then you can position yourself by the windows and use natural sunlight instead. 3. Use the right orientation You should make sure you’re shooting our videos in landscape orientation. Not only does this make your video look better (as you can get rid of the two black vertical bars at the sides of your video) but it also makes the video more enjoyable for your audience. ### **How to upload to YouTube** After you’ve logged into your YouTube account, you should tap on the video icon at the top right-hand side of the window. You can upload your video straight from your computer after [giving it an SEO friendly title](https://documentcloud.adobe.com/link/track?uri=urn%3Aaaid%3Ascds%3AUS%3Aab1c8715-3d49-4fab-be4e-9771bc2dbd3f), description, and tags. ### **Best practices for YouTube** Our in-depth guide not only gives you more tips and tricks for setting up and maximising your YouTube content channel, but it also discusses best practice and how to manage and share content. This is the part of the process where it’s easy to forget to do something or to get something wrong, so make sure that you read our [YouTube: How To’s and Best Practices guide](https://documentcloud.adobe.com/link/track?uri=urn%3Aaaid%3Ascds%3AUS%3Aab1c8715-3d49-4fab-be4e-9771bc2dbd3f). --- ## Content Creator Crafting compelling content that connects, converts and captivates clients? Find out if this job is for you! --- ## Digital Marketing - Paid Media Manager Already know paid media is more than clicks and impressions? Find out if this job is for you! --- ## 'I Do It With' Campaign ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-IL-I-Do-It-With-Assets-Website-1.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-IL-I-Do-It-With-Assets-Website-2.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) The Inverclyde ‘I Do It With’ campaign transformed real stories into bold, vibrant visuals that popped across every touchpoint. From eye-catching posters and T-shirts to dynamic social content, Spotify audio, and a sleek landing page, the design radiated energy and inclusivity. Photography and videography brought authentic voices to life, creating a multi-channel experience that felt fresh, human, and impossible to ignore. ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-IL-I-Do-It-With-Assets-Website-7.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Paid and Organic Media The “I Do It With” campaign was bolstered by a strong Paid Media campaign which achieved high numbers of reach, engagement and conversions. The ads were seen over 700,000 times and received over 100,000 engagements in the form of clicks, video views, likes and shares. Video campaigns through Youtube have proven to be a strong driver of engagement with Inverclyde, with the local audience appreciating the real personal stories told in local voices. The Youtube videos gained a very impressive view rate of 75%, well over any industry benchmark. On social media, Facebook delivered over 17,000 reach with a strong 2.2% engagement rate, while Instagram reached 5,716 users. ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-IL-I-Do-It-With-Assets-Website-3-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-IL-I-Do-It-With-Assets-Website-4-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-IL-I-Do-It-With-Assets-Website-5-730x800.webp) "The ‘I Do It’ campaign is about celebrating the real motivations behind why people choose to be active with Inverclyde Leisure. Working with Bigwave, we were able to turn that simple idea into a visually striking campaign that showcases authentic member stories across our facilities. Their creative approach has helped us present our brand in a modern and engaging way while highlighting the impact our services have on the community." **- Kieron Vango** **Chief Executive Officer at Inverclyde Leisure** ![](https://bigwave.co.uk/wp-content/uploads/2026/02/61710-Bigwave-Portfolio-Updates-25_26-IL-I-Do-It-With-Campaign-Additional-Assets-1.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/02/61710-Bigwave-Portfolio-Updates-25_26-IL-I-Do-It-With-Campaign-Additional-Assets2-1.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/02/61710-Bigwave-Portfolio-Updates-25_26-IL-I-Do-It-With-Campaign-Additional-Assets3-1.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/02/61710-Bigwave-Portfolio-Updates-25_26-IL-I-Do-It-With-Campaign-Additional-Assets5-1.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/02/61710-Bigwave-Portfolio-Updates-25_26-IL-I-Do-It-With-Campaign-Additional-Assets6-1.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/02/61710-Bigwave-Portfolio-Updates-25_26-IL-I-Do-It-With-Campaign-Additional-Assets4-1.webp) --- ## 70% increase in medical neglience leads ![](https://bigwave.co.uk/wp-content/uploads/2024/04/bigwave-ditial-planner-2.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/10/wolferstans-logo.svg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The goal Due to some of the services that Wolferstans provides being much more specialised and therefore less commonly required, it’s important that they are actively finding the people that need them. This is when Wolferstans appointed Bigwave to run and manage Paid Media (PPC) campaigns across the UK focusing on personal injury and medical negligence. ![](https://bigwave.co.uk/wp-content/uploads/2023/10/PPC-Exeter-Wolferstans.png) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The strategy Through managing targeted monthly PPC ads in high population density areas across the UK, Bigwave has been able to provide highly cost-effective routes to reaching Wolferstans’ key market. To achieve the kind of lead generation that they were looking for, we identified relevant keywords through research and advert optimisation. This helped to increase the number of click-throughs to the bespoke landing pages we created for each of the services, drive down the cost per click (CPC), and grow brand awareness across the UK. As you can see from the graph showing lead volumes from PPC, Bigwave’s Paid Media team were able to increase leads **from 1 per month to 20 per week** with a tailored Google Ads campaign strategy. By holding meetings once a month with the client, Bigwave could review progress and agree actions to ensure maximum efficiency and targeting and the best ROI possible. ![](https://bigwave.co.uk/wp-content/uploads/2023/10/medical_negligence_agency_ppc.png) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The results Since Wolferstans moved their PPC management to Bigwave in 2019 and after ongoing optimisation we have brought in over 554 validated leads – increasing the conversion rate by 70% and reducing the cost per conversion by 145%. In addition, the cost per click has reduced by over 25% which has meant they are receiving more relevant traffic for a lower cost. --- ## Achieve lifestyle website ![](https://bigwave.co.uk/wp-content/uploads/2023/10/achieve-lifestyle-1.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/10/achieve-lifestyle-2.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Project Goals Achieve Lifestyle have been a client of Bigwave for many years, and we previously built their old site. However, it was time to upgrade their site from Joomla to WordPress. The change in content management system meant that they would have more control of content changes, ability to create new page layouts and improve performance for SEO on their website. We also gave their website more of a fresh and modern look when switching it over. ![](https://bigwave.co.uk/wp-content/uploads/2023/06/quotes.png) Here's what Achieve Lifestyles had to say about working with us. All our feedback was taken on board and actioned promptly, to ensure that we had the site looking exactly how we wanted it to look and functioning the best that it could. The launch of the new site was smooth, and the team were on hand in case there were any technical issues. We are especially happy with our new interactive timetables and our improved membership webpage, with both elements enhancing the user experience on our website massively. We have received great customer feedback on our new website, and we would definitely recommend Bigwave to other leisure providers. Achieve Lifestyles ![](https://bigwave.co.uk/wp-content/uploads/2023/10/achieve-lifestyle-4.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/10/achieve-lifestyle-3.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The Outcome To reduce admin time for the client, we changed their previous method of linking timetables to PDFs to a sleek and integrated timetable system. --- ## Bespoke Suit Marketing ![](https://bigwave.co.uk/wp-content/uploads/2023/10/retailer_store_marketing.png) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The goal The client approached Bigwave Marketing in 2018, as they were looking for a partner that could **support their growth plans**. The primary objective is **lead generation from prospective new customers**, with a secondary goal of **supporting brand awareness and local engagement**, particularly in new store locations. Finally, we support them with a **paid social growth strategy** to ensure they’re visible to their clientele when they are in the research stage of buying a new suit. ![](https://bigwave.co.uk/wp-content/uploads/2023/10/retailer_marketing_ppc-730x800.png) ![](https://bigwave.co.uk/wp-content/uploads/2023/10/marketing_retail-505x326.png) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The strategy “My company, Zebel, has worked with Bigwave as our marketing agency for a number of years now. They have been involved with our PPC, Google and Facebook ad campaigns and have delivered on all fronts, helping us to grow our business and providing excellent support, both online and in person. A real pleasure to work with and always on hand for any questions, queries or changes in strategy. Could recommend to anyone and we hope to collaborate continuing into the future.” **George Arkwright – Marketing Manager, Zebel Bespoke** ![](https://bigwave.co.uk/wp-content/uploads/2023/10/leads_for_luxury_suits-1.png) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The results “Google Ads has been a true marketing powerhouse, weaving this remarkable success story for Zebel Bespoke. With each passing month, we stand in awe, as hundreds of enquiries for our luxury bespoke made-to-measure suits roll in. It’s a testament to the unrivaled impact of tailored advertising, and we couldn’t be prouder of our Google Ads specialists that are driving the growth one of our longest standing clients .” ***Gemma Ross Head of Paid Media at Bigwave*** . --- ## Beverley Holidays ![](https://bigwave.co.uk/wp-content/uploads/2024/03/Northcote-blog-images-10.png) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Beverley Holidays In the picturesque outskirts of Paignton, Devon, lies a holiday destination that has stood the test of time—Beverley Holidays. What started as a modest venture in 1956, with 21 acres of farmland and 10 caravans, has evolved into a thriving family business that spans three generations. Today, Beverley Holidays offers a diverse array of holiday experiences, from luxury lodges to camping pitches and static holiday homes. ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ![](https://bigwave.co.uk/wp-content/uploads/2024/08/4.png) ![](https://bigwave.co.uk/wp-content/uploads/2024/08/2.png) ![](https://bigwave.co.uk/wp-content/uploads/2024/08/BHS-Lifestyle-Square-2.png) ## The Challenge: Marketing Diverse Offerings When Beverley Holidays approached Bigwave with their marketing needs, they presented a unique challenge. They wanted to reach two distinct audiences: those seeking a holiday experience on the English Riviera and potential buyers interested in investing in Beverley’s new development of static holiday homes. ## Our Solution: Precision Targeting with PPC To address this dual objective, we dove deep into creating tailored personas for each offering. Leveraging insights from Beverley’s existing client base, we crafted targeted ads that honed in on likely keywords. Geotagged areas were strategically chosen to align with the characteristics of our identified personas, ensuring maximum impact. ![](https://bigwave.co.uk/wp-content/uploads/2024/08/Holidays-1-1.png) ![](https://bigwave.co.uk/wp-content/uploads/2024/08/Holidays-3.png) ![](https://bigwave.co.uk/wp-content/uploads/2024/08/Holidays-2.png) ## Elevating Beverley Holidays to New Heights In the evolving landscape of holiday marketing, paid advertising has proven to be a catalyst for success for Beverley Holidays. Through meticulous targeting, strategic planning, and continuous optimisation, we’ve not only met but exceeded the expectations of our client. This case study stands as a testament to the power of PPC in elevating brand visibility, driving engagement, and ultimately boosting sales for businesses in the hospitality industry. ## The Results: £5 million Total Revenue in 2024 The initial investment in PPC in 2022 yielded promising results, prompting Beverley Holidays to increase its marketing budget in 2023 & 2024. In 2024, with combined marketing strategies, Beverley Holidays achieved total revenue of £5 million, the highest ever in a calendar year. The subsequent impact on their overall performance was nothing short of remarkable. ***"Jag and Gemma have revolutionised our Google Ads campaigns and they help me out with Facebook Ads. The team are always incredibly helpful, communication is great. I would highly recommend this marketing agency for any PPC campaigns you might be looking at running, or if you are considering switching to a new agency."*** ![](https://bigwave.co.uk/wp-content/uploads/2024/08/1748942636869-150x150.jpg) \- Melaine Brook, Head of Marketing, Beverley Holidays --- ## Boost Engagement & Generate Leads ![](https://bigwave.co.uk/wp-content/uploads/2023/10/halo-12-days.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The goal Every year, [Bigwave Marketing](/okf/page/home.md) supports Halo Leisure on a lead generation and PR campaign, 12 Days of Christmas, which runs over the festive period. The agency manages the entire campaign on Halo’s behalf, and this year resurrected a 12-day competition to help Halo’s members stay engaged with the brand in the run-up to Christmas, attract and engage non-members, and generate leads through paid media solutions. ![](https://bigwave.co.uk/wp-content/uploads/2023/10/Screenshot-2023-10-27-155917.png) ![](https://bigwave.co.uk/wp-content/uploads/2023/10/Screenshot-2023-10-27-155430-730x571.png) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The strategy For the 2021 Christmas campaign, Bigwave strategised an online scratch card competition to boost Halo’s engagement and attract both members and non-members. Over 12 days, people had the chance to win a six-month Halo Leisure membership for one person, plus a friend. Every day during the campaign, there was a chance to win other prizes and offers, such as discounted products and services. ![](https://bigwave.co.uk/wp-content/uploads/2023/06/quotes.png) Here's what Halo had to say about our service *We have worked with Bigwave on our ‘12 Days of Christmas’ lead generation and PR campaign for many years now. Every year Bigwave comes up with new ideas to keep it fresh and to engage with even more people. It is now a social media lead competition where members and the public at large have a chance to win a daily prize of 6 months free membership for them and a friend. Even if they don’t win, they don’t lose as each day a consolation prize is on offer such as discounted retail products and services – this is a very useful way to cross sell and grow secondary spend.* *Bigwave project manage the entire campaign from concept, content, copywriting, data collection, data sharing, social assets, customer communications.”* Cathy Fletcher, Marketing Manager [Halo Leisure](https://haloleisure.org.uk/) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/content-3.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/10/Picture2-300x300-1.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The results Bigwave Marketing successfully supported Halo Leisure in boosting awareness and generating leads during a difficult season. The campaign also lifted the spirits of Halo Leisure staff, members, and non-members, providing winners with discounts, and offers, encouraging them to get back to a healthy lifestyle. More than 6,000 people entered (over 1,200 being non-members), and a total of 100 people signed up as new members. The campaign generated over 100,000 impressions and reached almost 30,000 people, and the CTR (click-through rate) was 93% higher than average for the fitness and leisure industry. ![](https://bigwave.co.uk/wp-content/uploads/2023/06/quotes.png) Here's what Halo had to say about our service Last year we had 6002 entries made by 3156 individuals. This was a great way to keep our members connected to our brand in the busy run up to Christmas but more importantly it engaged with non members – in fact 1284 people that were not on our books took part. 74% of these opted into Halo communications which allowed us to follow up these prospects, offering a membership special offer which resulted in 100 new members. This is a healthy 11% conversion at a time of year when membership sales are traditionally very low and when consumers are still displaying a degree of nervousness related to Covid. Bigwave’s planning, creative, implementation and monitoring input was invaluable and certainly helped make this campaign the success it was. Cathy Fletcher - Marketing Manager Halo Leisure --- ## C3IA ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-C3IA-Case-Study-Landing-Page-Assets_1.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Overview C3IA delivers consultancy and services across the full breadth of risk governance, including Secure by Design, security testing, and technical assurance. Operating at the intersection of technology, regulation, and trust, the organisation needed a brand that reflected both technical authority and modern digital relevance. Our task was to create a distinctive, flexible visual identity that could confidently represent C3IA across a wide range of audiences and contexts. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-C3IA-Case-Study-Landing-Page-Assets_2-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-C3IA-Case-Study-Landing-Page-Assets_3-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-C3IA-Case-Study-Landing-Page-Assets_4-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-C3IA-Case-Study-Landing-Page-Assets_5.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The Logo At the heart of the identity is a new logo formed from a globe constructed of circles and ‘blob’ shapes. These elements suggest data points, cyber space, and the constant flow of information reflecting the environments in which C3IA operates. Beyond the logo itself, these shapes were designed as building blocks for the wider brand. They can be combined into patterns and compositions that brand materials confidently, even without the logo present, creating a recognisable visual system. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-C3IA-Case-Study-Landing-Page-Assets_6-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-C3IA-Case-Study-Landing-Page-Assets_7-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/06/102863-C3IA-Case-Study-Landing-Page-Assets8-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-C3IA-Case-Study-Landing-Page-Assets_9.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Responsive Logo System To ensure flexibility across platforms and scales, the logo was developed as a **responsive system**: - **Primary mark:** Full C3IA wordmark paired with the globe symbol - **Secondary mark:** “C3” paired with the globe for more compact applications - **Icon:** The globe symbol alone, optimised for digital, social, and small-scale use This tiered approach ensures clarity and consistency, whether the brand is applied to a website header, report cover, presentation, or digital interface. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-C3IA-Case-Study-Landing-Page-Assets_12.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Brand Applications The identity was rolled out across a suite of core brand materials, including business cards, letterheads, banners, leaflets, and additional marketing collateral. Each application was designed to showcase the flexibility of the visual system, using the globe forms and patterns to create strong, consistent branding without over-reliance on the logo. This ensured C3IA’s communications feel cohesive, professional, and recognisable across both digital and physical touchpoints. ![](https://bigwave.co.uk/wp-content/uploads/2025/06/102863-C3IA-Case-Study-Landing-Page-Assets24-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/06/102863-C3IA-Case-Study-Landing-Page-Assets23-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/06/102863-C3IA-Case-Study-Landing-Page-Assets25-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/06/102863-C3IA-Case-Study-Landing-Page-Assets26.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The Result The new identity gives C3IA a clear, confident visual presence, one that reflects the complexity of its work without overwhelming its audience. The system is flexible, scalable, and built to evolve alongside the organisation, supporting everything from thought leadership to technical documentation. The result is a brand that feels **connected, assured, and future-focused**, positioning C3IA as a trusted partner in an increasingly complex digital landscape. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-C3IA-Case-Study-Landing-Page-Assets_19-scaled.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-C3IA-Case-Study-Landing-Page-Assets_18-scaled.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-C3IA-Case-Study-Landing-Page-Assets_21-scaled.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-C3IA-Case-Study-Landing-Page-Assets_22-scaled.webp) --- ## Dynamite Adventure Golf ![](https://bigwave.co.uk/wp-content/uploads/2025/07/105258-Dragonfly-Dynamite-Golf-Case-Study-1.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) Dynamite Adventure Golf, part of Dragonfly Leisure, sought to expand its activities to a crazy golf course with branding led by Bigwave. Based off the high-street of Midsomer Norton, the brand incorporates its mining history in to play with tee-rrific impact. ![](https://bigwave.co.uk/wp-content/uploads/2025/07/105258-Dragonfly-Dynamite-Golf-Case-Study2-1-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/07/105258-Dragonfly-Dynamite-Golf-Case-Study3-1-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/07/105258-Dragonfly-Dynamite-Golf-Case-Study4-1-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The Brand Dynamite Golf's branding was built around the the coal mining history of Midsomer Norton, leaning in to the explosive facets of the theme. This was combined with a mascot to appeal to younger audiences and spark imaginations, embodying the adventurous spirit of the crazy golf experience. ![](https://bigwave.co.uk/wp-content/uploads/2025/07/105258-Dragonfly-Dynamite-Golf-Case-Study5-1.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/07/105258-Dragonfly-Dynamite-Golf-Case-Study6-1-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/07/105258-Dragonfly-Dynamite-Golf-Case-Study7-1-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/07/105258-Dragonfly-Dynamite-Golf-Case-Study8-1-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Photography We captured scene-setting drone footage of the Dynamite Golf course, as well as authentic and engaging shots of patrons enjoying the Dynamite Golf course, showcasing the enjoyment and competition to be had by all ages, whether children or adults. ![](https://bigwave.co.uk/wp-content/uploads/2025/07/105258-Dragonfly-Dynamite-Golf-Case-Study9-1.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/07/105258-Dragonfly-Dynamite-Golf-Case-Study10-1-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/07/105258-Dragonfly-Dynamite-Golf-Case-Study11-1-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/07/105258-Dragonfly-Dynamite-Golf-Case-Study12-1-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/07/105258-Dragonfly-Dynamite-Golf-Case-Study13-1-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/07/105258-Dragonfly-Dynamite-Golf-Case-Study14-1-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/07/105258-Dragonfly-Dynamite-Golf-Case-Study15-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/07/105258-Dragonfly-Dynamite-Golf-Case-Study16-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/07/105258-Dragonfly-Dynamite-Golf-Case-Study17.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The Result Bigwave delivered branding across multiple channels, including: - **Videography:** Dynamic promotional video for targeted advertising. - **Signage:** Bright and exciting designs seen from the public walkway, along with within the golf park to bring the course to life. - **Printed assets:** Functional score cards to showcase Dynamite Golf's branding - **Photography:** A unique library of genuine images, reflecting the real people playing and the purpose-built venue. ![](https://bigwave.co.uk/wp-content/uploads/2025/07/105258-Dragonfly-Dynamite-Golf-Case-Study18.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/07/105258-Dragonfly-Dynamite-Golf-Case-Study19.webp) --- ## E-Commerce Paid Media Strategy Drives Revenue Of Over £1 Million ![](https://bigwave.co.uk/wp-content/uploads/2024/04/Screenshot-2024-04-24-113228.png) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## E-Commerce Paid Media Strategy For Arktis **Who are Arktis?** Arktis is a specialist, technical clothing brand founded by an ex-marine. Their mission is simple – to create an alternative to British standard issue military gear. Today, Arktis manufacture all types of specialist clothing and equipment for tough military units, police forces, security personnel and outdoor enthusiasts all over the world. **What were Arktis goals?** With the brand’s sales channel being their e-commerce Shopify store, Arktis came to Bigwave seeking growth and support in the creation of strategic campaign plans to drive revenue and brand awareness. Working with Arktis to understand their niche target market and highly technical products, we devised a paid media strategy to help drive their e-commerce growth. ![](https://bigwave.co.uk/wp-content/uploads/2024/04/Picture4.png) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Shockingly Successful Sales Campaigns Thinking outside of the box was key to our success with Arktis. In addition to strategising around the key commercial periods, we leveraged more nuanced opportunities to engage with Arktis’ target audience at various points in the year. ### Movember Patch Campaign In November 2023 we held a ‘Movember Patch Competition’ to provide users with a novel way to get involved with the brand – this led to 242 orders as a direct result of the campaign, far exceeding our targets. ### Black Friday Campaign The hugely successful 2023 Black Friday Sales Campaign was driven by coordinated implementation of Google Shopping campaigns and Meta Advantage Shopping campaigns to harness the power of remarketing. Revenue generated in the promotional period totalled £220k, with £135k being driven through combined paid media efforts. ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Well Crafted Ads For The Target Audience & Robust Remarketing ### Google Search We crafted Google Search ads in order to target users at the point of high intent web searching. Optimised ads, fully constructed with use of all available ad asset classes served users with as much additional contextual information around Arktis and their products as possible to best drive CTR rates. ![](https://bigwave.co.uk/wp-content/uploads/2024/04/image-2.png)### Google Display Highly relevant audience targeting was implemented for our ads served on the Google Display Network, this ensured visibility and brand awareness was driven by serving the ads to users with relevant niche interests that align with the target customer sought by Arktis. With the campaign goal being centred on driving sales, awareness is still a vital element of any strategic campaign. The inclusion of display ads via Google Performance Max ensured that we were serving target users at the very top of the funnel, and those who hadn't yet entered it. Driving brand awareness alongside serving ads designed to convert into sales ensured a fresh stream of new potential customers were nurtured down the funnel throughout the campaign. ![](https://bigwave.co.uk/wp-content/uploads/2024/04/image-3-300x255.png) ![](https://bigwave.co.uk/wp-content/uploads/2024/04/image-5-214x300.png) ### Youtube ### ![](https://bigwave.co.uk/wp-content/uploads/2024/04/image-4.png) ### Meta Meta ads were implemented across Facebook and Instagram channel placements, to drive users to the Arktis store for the various sales. Precise demographic and interest based targeting was implemented to ensure the ads were only served to the niche target audience of males interested in the specialist technical clothing to keep costs low and conversion rates high. We also implemented remarketing strategies, setting up separate ad groups whereby users who had previously interacted with the brand or added an item to cart but not converted were more aggressively targeted. ![](https://bigwave.co.uk/wp-content/uploads/2024/04/image-6.png) ![](https://bigwave.co.uk/wp-content/uploads/2024/04/image-8.png) ![](https://bigwave.co.uk/wp-content/uploads/2024/04/Picture5.png) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Revenue Of Over £1 Million Achieved Since teaming up with Arktis in July 2023, we've seen remarkable growth. Their sales started at £482k for the year, but with our four tailored sales campaigns, we boosted that figure to £682k in the latter half of 2023. Our strategy not only works but also shows the power of teamwork in achieving tangible results- 2023 revenue: £1,065,000 vs 2022 £796,000 - 43% of revenue achieved via Meta and Google - 7.90 ROAS achieved ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Client Testimonial > When looking for a Marketing Agency to fulfil our brief Bigwave Marketing proved to be the company that hit the mark on every level. The process with Bigwave has been exceptionally smooth and professional. Their knowledgeable and talented team have successfully taken on our brand and product design, social media development and campaign delivery seamlessly and produced instant positive results in terms of sales. We have a dedicated account manager and constant access to specialists in Facebook. High standard delivery with first class communication - thoroughly recommend. Jag has done a great job supporting to optimise our ads across Facebook and Google to improve ROAS. The performance of our paid media channels is a big part of our strategy Jag’s hard work and support helped us exceed our £1M sales targets last year. - Dael Munn, Arktis ![](https://bigwave.co.uk/wp-content/uploads/2024/04/Screenshot-2024-04-24-115459.png) ![](https://bigwave.co.uk/wp-content/uploads/2024/04/Picture2-635x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2024/04/Screenshot-2024-04-24-115439.png) ![](https://bigwave.co.uk/wp-content/uploads/2024/04/Screenshot-2024-04-24-115520.png) --- ## ELMS Aviation Website ![](https://bigwave.co.uk/wp-content/uploads/2025/01/ELMS-Screens.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/ELMS_Logo_SQ.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The goal Our Website Development team worked alongside ELMS Aviation to build them a brand-new website with a refreshed, modern look. The main objectives of this project were to: - Increase online presence - Deliver a more dynamic website experience - Provide greater control for staff to manage and add content We were also faced with a tight deadline for this project, so ELMS could unveil their brand-new website at MRO Europe taking place in October. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/ELMS-Homepage.png) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/ELMS-our-product-page.png) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Our Solution The previous WIX website limited ELMS in updating and managing content effectively. By transitioning to a WordPress CMS, we streamlined the editing process, making it easier for ELMS staff to create and manage pages, blog posts, team profiles, and testimonials in a consistent, efficient manner. Custom templated blocks developed during the build phase further reduced the time required to create new pages. Our team created a re-vitalised and modern design for the website, with a focus on imagery whilst still ensuring we met brand guidelines. We emphasised ELMS' signature orange, balanced with greys and whites, to achieve a professional, clean aesthetic that makes their brand unmissable. ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) During the build process we added in some dynamic features, such as the logo carousel on the homepage, which highlights their partners and a statistics counter which has been used across the site. These help the user to build trust with the brand as well as giving an engaging user experience. To meet the deadline, we worked closely with the team at ELMS Aviation to ensure the website was able to go live ahead of their event. ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/ELMS-onboard-page.png) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/ELMS-sectors-page.png) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The Results The result is a refreshed, visually engaging WordPress website with a structured CMS designed for ease of use and efficient content management. Our SEO team also set up Google Analytics to help ELMS monitor and optimise their website performance going forward. --- ## English Riviera Airshow ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-English-Riviera-Airshow-Assets-Website-Case-Study-8.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Elevating the English Riviera Airshow Brand Bigwave partnered with the English Riviera BID Company and Torbay Council to support the marketing of the English Riviera Airshow, one of the South West's most anticipated events, featuring the iconic Red Arrows display team. ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-English-Riviera-Airshow-Assets-Website-Case-Study-1.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) Our creative team developed a cohesive brand experience that captured the excitement of the show and engaged audiences across multiple platforms. Working under the guidance of the Council's team, we provided creative assets and supported the wider marketing of the event. ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-English-Riviera-Airshow-Assets-Website-Case-Study-2.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The Brand From refreshing logos to producing posters, brochures, and newspaper adverts, every element was crafted to elevate the event’s profile. ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-English-Riviera-Airshow-Assets-Website-Case-Study-4-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-English-Riviera-Airshow-Assets-Website-Case-Study-6-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-English-Riviera-Airshow-Assets-Website-Case-Study-7-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-English-Riviera-Airshow-Assets-Website-Case-Study-5.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) We also created collectable pin badges and animated social media graphics to boost online visibility and generate buzz. This integrated approach combined creativity and strategy to celebrate the English Riviera and help attract thousands of visitors to this spectacular coastal showcase. ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-English-Riviera-Airshow-Assets-Website-10.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Paid Media Campaign Our 2025 campaign on Facebook and Instagram drove over 14,500 visits to the site, a 55% increase from 2024, supported by refined targeting and creative optimisations. Impressions reached 943,000 with standout ads featuring the Red Arrows and beach scenes, and Facebook achieved a strong 3.59% CTR. Together the platforms built awareness and converted interest into action. ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Website We designed and built a WordPress site for the English Riviera Airshow, featuring comprehensive FAQs, daily programmes, an eCommerce store, and data capture forms. The site served as the central hub for event information and ticketing, ensuring a smooth user experience. ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-English-Riviera-Airshow-Assets-Website-13.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-English-Riviera-Airshow-Assets-Website-Case-Study-3.webp) --- ## EV Chargers Marketing - The Luxury Andersen EV ![](https://bigwave.co.uk/wp-content/uploads/2023/10/A2-Gallery-09.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The goal Andersen EV is the leading luxury EV charger manufacturer in the UK, they approached Bigwave marketing as they needed help increasing sales and presence through PPC. Bigwave’s paid media team devised a digital PPC strategy to engage, influence, and convert visitors through Google Search Advertising, Google Shopping, Google Display, YouTube Advertising, and Facebook and Instagram remarketing. We had some excellent results early with achieving a 854% increase in traffic in the first 4 months and an 820% increase in orders. > “We’ve been working with Andersen EV since Q4 2020 and have loved seeing their increases in sales and website from all the hard work from our Paid and Organic teams has also **increased traffic by 127%”** ***Gemma Ross Head of Paid Media at Bigwave*** ![](https://bigwave.co.uk/wp-content/uploads/2023/10/Header_Image_New_Site-730x714.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/10/ppc-growth-andersen-1024x222-1.png) ![](https://bigwave.co.uk/wp-content/uploads/2023/10/Installation_day_cover_photo_2-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The strategy Google Shopping ads generate £17 for every £1 of spend. This is a ROAS (return on investment of 1700%) Andersen has seen an increase in performance across the board: - Over **6 million impressions** - **18X more clicks** from PPC - Reduction in CPC (cost per click) of **-61%** - **415% increase** in income from PPC *\*Data from the first 6 months of working with Bigwave versus 6 months with the previous agency.* ![](https://bigwave.co.uk/wp-content/uploads/2023/10/ANDERSEN-EV.png) ![](https://bigwave.co.uk/wp-content/uploads/2023/10/Untitled-design-1.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/10/Header_Image_New_Site_3-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The results Increasing sales through search, shopping and remarketing. --- ## Event Photography - Bigwave Business Games & Riviera Connect ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-LED-BWG-Riviera-Connect.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Preserving Connections and Celebrating Moments Bigwave had the privilege of providing event photography for two vibrant occasions: the Bigwave Business Games and Riviera Connect Expo. Our goal was to capture the energy, camaraderie, and professionalism that defined these events through a series of candid and natural images. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-LED-BWG-Riviera-Connect13.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Bigwave Business Games The Bigwave Business Games is an annual event that brings together teams from various organisations to compete in a variety of fun and engaging activities across multiple venues. With the purpose of encouraging business to get active, network and to support local charities, it has raised over £60,000. From action-packed sports events and climbing challenges to the lively atmosphere of a pub quiz, we documented the spirit of friendly competition and teamwork. Our candid shots showcased participants immersed in the moment, celebrating successes, and connecting with colleagues in dynamic and authentic ways. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-LED-BWG-Riviera-Connect14-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-LED-BWG-Riviera-Connect15-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-LED-BWG-Riviera-Connect16-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-LED-BWG-Riviera-Connect5.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Riviera Connect Expo At Riviera Connect, our photography focused on the professional yet approachable atmosphere of the expo. We captured exhibitors engaging with attendees, networking moments, and the overall buzz of the event. The natural and unposed images reflected the essence of collaboration and innovation, offering an authentic glimpse into the expo’s impact. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-LED-BWG-Riviera-Connect6-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-LED-BWG-Riviera-Connect7-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-LED-BWG-Riviera-Connect8-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-LED-BWG-Riviera-Connect9.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Outcome The resulting photographs provided both events with a versatile collection of imagery for marketing and promotional use. From social media to event recaps, the images have helped to communicate the energy and success of these occasions, further strengthening their presence in the business community. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-LED-BWG-Riviera-Connect19-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-LED-BWG-Riviera-Connect20-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-LED-BWG-Riviera-Connect4-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-LED-BWG-Riviera-Connect2-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-LED-BWG-Riviera-Connect18-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-LED-BWG-Riviera-Connect3-730x800.webp) --- ## Everybody Health & Leisure - 'Learn to Swim with Us' ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-Everybody-HL-Swim-Campaign-Case-Study-Page-Assets122.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The Challenge Everybody Health & Leisure approached us with a clear objective: to increase awareness and drive participation in their Learn to Swim programme ahead of the summer season, when more people are spending time at the beach and in swimming pools and the importance of water safety becomes increasingly clear. ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-Everybody-HL-Swim-Campaign-Case-Study-Page-Assets11.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Our Approach Building on this objective, our approach centred on tapping into something close to home: their community. By using authentic imagery and video captured across Everybody Health & Leisure’s centres, alongside clear messaging about the benefits of the Learn to Swim programme and testimonials from real members, we developed a campaign that felt both relatable and trustworthy. This approach increased engagement by highlighting genuine experiences and positioning swimming lessons as an accessible, year-round life skill for all ages. ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-Everybody-HL-Swim-Campaign-Case-Study-Page-Assets8.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-Everybody-HL-Swim-Campaign-Case-Study-Page-Assets21.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-Everybody-HL-Swim-Campaign-Case-Study-Page-Assets24.png) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-Everybody-HL-Swim-Campaign-Case-Study-Page-Assets13.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-Everybody-HL-Swim-Campaign-Case-Study-Page-Assets23.png) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-Everybody-HL-Swim-Campaign-Case-Study-Page-Assets4.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Swimming in Action To bring the campaign to life, we visited one of Everybody Health & Leisure’s centres with a clear brief: capture the energy, progress and personality of their Learn to Swim lessons in action. By filming multiple sessions throughout the day, we gathered a breadth of content that extended well beyond a single seasonal push. As lessons run year-round, capturing a variety of age groups, abilities and teaching styles enabled Everybody to promote water safety with credibility and consistency, within their summer campaign and beyond. We interviewed two parents and their children, creating authentic, relatable content that builds trust with the audience, whether they are considering starting lessons themselves or have a child ready to begin their swimming journey. ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-Everybody-HL-Swim-Campaign-Case-Study-Page-Assets.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-Everybody-HL-Swim-Campaign-Case-Study-Page-Assets2.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-Everybody-HL-Swim-Campaign-Case-Study-Page-Assets3.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Lessons Preview We captured a range of authentic moments that reflect the experience of attending swimming lessons, whether as a child or as an adult. Alongside the lesson footage, we carefully documented the full visitor journey: arriving at the centre, accessing the changing rooms, taking part in the lesson and leaving afterwards. Showcasing this end-to-end experience provides reassurance for prospective members, helping to ease any uncertainty about visiting a new centre and clearly demonstrating what they can expect from the moment they walk through the doors. ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The Results Authentic, on-site video content drove the strongest results across Everybody Health & Leisure’s Facebook and Instagram channels, reinforcing the impact of motion-led storytelling. This approach not only elevated engagement but translated into tangible performance outcomes. Across paid activity, the campaign generated **222,000+ impressions and over 6,400 clicks** across Meta and Google. Meta ads delivered strong engagement with an efficient cost per conversion, while Google Search proved highly effective at capturing intent and converting users actively searching for swimming lessons. Organically, social activity extended reach and reinforced campaign messaging, achieving **20,986 total reach**. Facebook engagement more than doubled industry averages, while Instagram video content consistently outperformed Reels benchmarks. ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) Key visual assets played a critical role in this success. Child-focused imagery paired with clear pricing messaging proved highly effective at driving conversions, while video content captured attention and increased engagement rates across both platforms. The top-performing content combined bold, branded creative with naturally composed, lifestyle-led video, striking the right balance between clarity and authenticity. Overall, the results demonstrate the power of combining strong, consistent messaging with relatable, audience-first storytelling. By blending bold campaign visuals with authentic content, the campaign successfully drove both engagement and meaningful conversions. ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-Everybody-HL-Swim-Campaign-Case-Study-Page-Assets22.webp) --- ## Everybody Health & Leisure × Community Leisure UK ![](https://bigwave.co.uk/wp-content/uploads/2026/05/61710-Bigwave-Portfolio-Updates-25_26-Everybody-x-CLUK.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) In the run-up to the UK political party conference season, Community Leisure UK (CLUK) and Everybody Health & Leisure had a shared ambition: to reposition community leisure. Not as a nice-to-have service, but as something essential to economic growth, public health and strong local communities. At the same time, Everybody needed a campaign that could celebrate people at its annual Awards, in a room filled with MPs, councillors, partners and local champions. ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Two organisations. Two audiences. One shared focus. The work needed to support two distinct campaigns: - A policy-facing campaign led by CLUK - A public-facing campaign led by Everybody Each needed its own voice, but both had to tell a consistent story about the value of community leisure. We developed a shared content platform that could be adapted into two separate campaigns. **CLUK** Supporting Local. Strengthening National. Healthy Bodies Create Healthy Economies. **Everybody Health & Leisure** Do It For You. Do It For Them. **Each campaign speaks differently, but both point in the same direction.** From individual participation to collective impact. From local services to national value. “Contributing to the national conversation about the charitable trust model is incredibly important to us. We’ve built a fantastic working relationship with both CLUK and Bigwave – both partners allow us to work with agility, without ever compromising on quality. They are partners that truly can be trusted.” **- Liam Ormonde** **Senior Marketing & Communications Manager, Everybody Health & Leisure** “We’re fortunate to have Big Wave Marketing as our Business Partner; always flexible, fast on delivery & very competitive on price; client liaison and clear communications are also a huge positive.” **- Dave Taylor** **Communications Manager, Community Leisure UK** ![](https://bigwave.co.uk/wp-content/uploads/2026/05/61710-Bigwave-Portfolio-Updates-25_26-Everybody-x-CLUK9-1.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/05/61710-Bigwave-Portfolio-Updates-25_26-Everybody-x-CLUK10.webp) ## The solution Community leisure is often undervalued because its impact is hard to see. It supports health, jobs and local economies, but rarely gets told as one clear story. To shift perception, we focused on showing that connection through real people.We built a campaign around real stories and real places. At its core were eight interview-led films featuring staff and suppliers, supported by drone footage to give scale and context. ![](https://bigwave.co.uk/wp-content/uploads/2026/05/61710-Bigwave-Portfolio-Updates-25_26-Everybody-x-CLUK6.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) Around this, we created a flexible set of assets including a hero film, social content, infographics, print materials and a landing page. Each piece worked across both audiences, from MP briefings to the Everybody Awards. ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## A clear tone Across everything, the tone stayed consistent: Uplifting, optimistic and confident, focused on people and possibility with a clear sense of momentum and call to action. For Everybody, the message is personal: **Do it for yourself. Do it for others.** For CLUK, it scales up: **Support local. Strengthen national.** ![](https://bigwave.co.uk/wp-content/uploads/2026/05/61710-Bigwave-Portfolio-Updates-25_26-Everybody-x-CLUK8.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The result The campaign brought together a film-led content suite including eight interviews and drone footage, supported by social content, infographics, printed materials and a dedicated landing page, all built on a clear strategic and messaging platform. It featured at the Everybody Awards and formed part of CLUK’s MP briefings ahead of conference season, giving both organisations a joined-up, reusable way to communicate their impact. Most importantly, it helped shift how community leisure is seen - not just as a service, but as something that supports both local communities and the national economy. ![](https://bigwave.co.uk/wp-content/uploads/2026/05/61710-Bigwave-Portfolio-Updates-25_26-Everybody-x-CLUK3.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/05/61710-Bigwave-Portfolio-Updates-25_26-Everybody-x-CLUK2.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/05/61710-Bigwave-Portfolio-Updates-25_26-Everybody-x-CLUK7.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/05/61710-Bigwave-Portfolio-Updates-25_26-Everybody-x-CLUK4.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/05/61710-Bigwave-Portfolio-Updates-25_26-Everybody-x-CLUK5.webp) --- ## Everybody Health and Leisure Membership App ![](https://bigwave.co.uk/wp-content/uploads/2025/01/closeup-homescreen.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/icon-grid-square-2-1.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The goal The Bigwave team were presented with some key goals for this project: - Deliver a modern, user-friendly experience - Capture the essence of the Everybody brand - Ensure the varied offerings of each site are presented in a consistent, accessible manner We worked alongside Everybody Health and Leisure, the Innovatise team and XN Leisure to ensure the new app would make full use of the features of both the app software, and Leisure Management Service. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/closeup-acct-mgmt-1.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/icon-grid-square-3.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Our Solution Taking all of the requirements into account, we created a hierarchy of the required functionality. This gave priority to the actions that app users might want to perform more often - such as booking and managing activities. Separate homepages were created for both wetside and dryside leisure sites, and a comprehensive list of facility amenities was created to ensure that each site had the individual booking options needed. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/closeup-booking-1.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/phone-in-hand.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The Results The result is a vibrant modern app, which uses iconography, bold text and Everybody's energetic brand colours to help users easily navigate the many options on offer. An understated dark colour scheme serves to further highlight the interactive elements of the app and aid user navigation. ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/closeup-swim-1-scaled.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/multiple-screens-1-scaled.webp) --- ## Five on Fore Street ![](https://bigwave.co.uk/wp-content/uploads/2024/06/forestreet-main2-1.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) At Bigwave Marketing, we believe in the power of community and the importance of supporting local businesses. That's why we recently launched our Fore Street initiative, offering free professional photography and videography services to five lucky businesses on Fore Street. Our goal was simple: to enhance the visibility and growth of these enterprises through high-quality visual content, reinforcing our commitment to the local business community. A common challenge among small businesses is the need for professional marketing and social content. Many local businesses struggle to afford high-quality photography and videography, which are crucial for effective marketing. Seeing this need, we decided to step in and make a difference to our lovely neighbourhood businesses. By providing these services for free, we aimed to empower local businesses to better showcase their offerings and attract more customers to this great part of Exeter. Meet the five: ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ![](https://bigwave.co.uk/wp-content/uploads/2024/06/zero_01-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2024/06/zero_02.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## 1. Zero Zero waste, plastic free refill and lifestyle store. Offering a huge selection of food and drinks, as well as cleaning, health and beauty, home and lifestyle products. All of which are either plastic or packaging free, as well as eco friendly, sustainable and environmentally conscious! ![](https://bigwave.co.uk/wp-content/uploads/2024/06/cakeordeath_01-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2024/06/cakeordeath_02.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## 2. Cake or Death A MISSION TO CREATE THE BEST BROWNIE I founded Cake or Death in 2019, which exploded onto the London food scene with an incredibly fudgy, chocolatey brownie that no one could believe was vegan. Now ordered by tens of thousands of customers a year. ![](https://bigwave.co.uk/wp-content/uploads/2024/06/helenoftroy_01-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2024/06/helenoftroy_02.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## 3. Helen of Troy Exeter’s independent dreamery, stocking birthday cards, art prints, books, clothing and homeware! An ethical, imaginative boutique supporting gorgeous artists. Perfect for gifts! ![](https://bigwave.co.uk/wp-content/uploads/2024/06/tbm_01-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2024/06/tbm_02.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## 4. The Belt Makers Exquisitely handmade, long lasting, English leather belts from the UK's leading handsewing specialists. ![](https://bigwave.co.uk/wp-content/uploads/2024/06/roots_01-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2024/06/roots_02.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## 5. The Roots Foundation Focusing on quality and ethics, we provide expert barber services for everyone, regardless of your age, gender, background or the music you love dancing to on a Saturday night. With a range of unique products, we offer exceptional haircuts, tailored beard care and luxurious hot-towel shaves, creating the style you want in a welcoming and inspiring setting. Our Exeter barber shop is also a social space, providing opportunities for the local community to engage with artists, makers, doers and social movements in our area and beyond. Attend a workshop, browse the mini record shop, check out the zine collection, use our study space, or just come in for chat! As these businesses continue to grow and thrive, they serve as a reminder of what can be achieved when local enterprises and marketing experts join forces. Targeted support and professional expertise can make a world of difference for small businesses striving to make their mark. At Bigwave Marketing, we're proud to be a part of this journey and look forward to continuing our support for local businesses in the future. --- ## Five Trades ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Five-Trades-Paid-Campaign-Case-Study-2.webp) ## Five Trades partner with Bigwave Marketing in 2025 Five Trades is a new local directory designed to help tradespeople stand out without competing on price or paying for leads. Each trade category is limited to just five verified businesses, and the platform combines strong online visibility with a professionally printed booklet delivered to local households. Launching first in Exeter, the aim was to use paid media to build awareness among local tradespeople and test whether Meta ads could generate early interest in a brand-new platform. This case study explores what we learned during that initial phase and highlights how paid media for construction and service-based industries works best when supported by trust and social proof.![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The challenge Launching paid media for a brand new construction and service-based platform comes with a clear challenge: trust does not exist yet. Five Trades had no social following, no reviews, no case studies and no visible community of existing members. While the value proposition was strong, it was unfamiliar. Tradespeople were being asked to back a new model without seeing proof that it worked. We sought to find out whether paid media alone can generate demand in a sector that relies heavily on reputation and word of mouth.![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Five-Trades-Paid-Campaign-Case-Study3-1.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Five-Trades-Paid-Campaign-Case-Study4.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Five-Trades-Paid-Campaign-Case-Study5.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The Paid Media approach We launched targeted Meta ads across Facebook and Instagram to build awareness in Exeter and surrounding areas. The ads focused on men aged 30+ working in construction and trade services. Messaging leaned into the strongest parts of the offer: limited spaces, clear pricing, no bidding, and exposure both online and in print. The goal was to introduce the idea of Five Trades, not to hard sell. This approach aligns with best practice for paid media in construction and service-based industries, where decision-making is slower and trust plays a bigger role than impulse.![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Five-Trades-Paid-Campaign-Case-Study-FINAL7.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Five-Trades-Paid-Campaign-Case-Study-V310.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Five-Trades-Paid-Campaign-Case-Study8-1.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Five-Trades-Paid-Campaign-Case-Study9-1.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The results The ads did their job in one key area: they sparked interest. Tradespeople engaged with the messaging, clicked through to learn more, and responded positively to the idea of fewer competitors and transparent pricing. Where the campaign fell short was conversion;Interest did not consistently turn into sign-ups. This wasn’t a creative or targeting issue. It was a confidence issue. Tradespeople wanted reassurance. They wanted to see who else was involved, whether the platform was active, and whether it had already delivered results for others. This is a common challenge when running paid media for construction and service-based industries, especially for early-stage platforms. Cold traffic rarely converts without social proof. ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The insights This campaign achieved exactly what an early paid media test should. It uncovered issues, confirmed strong interest in the concept, and clarified what needed to be in place before scaling spend. The key insight was the need to shift focus from immediate lead generation to credibility-building. This involved growing a small but authentic social presence, manually onboarding early members, and sharing real content from the trades already involved. Behind-the-scenes content, booklet previews, local testimonials, and simple user-generated content all helped to build trust. With these foundations in place, paid media becomes far more effective. Rather than explaining the platform, ads can reinforce existing beliefs. This phased approach is particularly important in construction and service-based industries: awareness first, trust second, scale third. For Five Trades, Meta ads will remain a key growth channel. Going forward, paid media will support an established reputation rather than trying to create one from scratch, which is where it performs best. --- ## Greenlight Branding & Identity ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Greenlight-Case-Study.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Overview Greenlight provides apprenticeships, health and safety training, and safety consultancy services across the West and South West of England. As the organisation expanded, its existing brand no longer reflected the breadth of its offer or supported future growth. Greenlight needed a complete brand refresh that could unite multiple services under a single group identity, while clearly differentiating each sub brand. The existing logo and visual system lacked clarity, flexibility and consistency across touchpoints. ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Greenlight-Case-Study4.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Discovery and Strategy We began with an initial alignment meeting to review Greenlight’s current brand assets, competitor landscape and marketing activity. This informed the scope of the project and set clear objectives for the rebrand. A collaborative discovery session followed, bringing together key stakeholders across the business. Discussions focused on defining brand fundamentals, including mission, vision, values and brand architecture. We also reviewed competitors in detail to understand how Greenlight could stand apart in a crowded sector. A key outcome was the need to differentiate between safety consultancy, training and apprenticeships, and the safety assessment scheme, while maintaining a cohesive group brand. ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Greenlight-Case-Study6.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Brand Identity It became clear that the existing logo was no longer fit for purpose. We explored multiple logo concepts before refining the final direction. The chosen identity uses green and dark grey to create a modern, professional and approachable look. The new logo system provides a flexible foundation that flows seamlessly across all services under the Greenlight group. ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Greenlight-Case-Study14-1.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Greenlight-Case-Study15-1.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Greenlight-Case-Study16-1.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Greenlight-Case-Study12.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Sub Brand System A secondary colour palette was developed to support the individual sub brands. Each sub brand received its own logo, designed to work independently while remaining visually connected to the parent brand. This approach ensures clarity for different audiences without fragmenting the overall identity. ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Greenlight-Case-Study18.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Greenlight-Case-Study13.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Greenlight-Case-Study9.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Brand Guidelines To support consistent application, we created a comprehensive brand guidelines document. This covered logo usage, colour and typography, iconography and photography, providing clear direction for all future brand activity. ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Greenlight-Case-Study20.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Greenlight-Case-Study19.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Greenlight-Case-Study7.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Rollout and Assets We designed a suite of practical templates, including business cards, PowerPoint presentations and social media graphics, to ensure the brand could be applied easily and consistently. The project concluded with the design of a course brochure, bringing the new identity to life across a key customer touchpoint. ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Greenlight-Case-Study5.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Greenlight-Case-Study8.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/02/61710-Bigwave-Portfolio-Updates-25_26-Greenlight-Case-Study-V23-scaled.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Greenlight-Case-Study2.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/02/61710-Bigwave-Portfolio-Updates-25_26-Greenlight-Case-Study-V221-scaled.webp) --- ## Hainault Forest ![](https://bigwave.co.uk/wp-content/uploads/2024/03/Hainault-Forest-Partnership-logo.png) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Introducing the New Hainault Forest Brand! In a collaborative effort, we brought together the unique identities of Vision RCL, Redbridge Council, and the Woodland Trust to create a unified brand for Hainault Forest. By carefully selecting key elements from each, such as the underline from Vision RCL and the leaf motifs from Redbridge Council and the Woodland Trust, we developed a cohesive brand identity that captures the essence of Hainault Forest while honouring its diverse heritage. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/Hainault-cover-image-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/monster-trail.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Crafting a unique style Through extensive surveys, iterative design options, and stakeholder input, we finalised a comprehensive brand package, including a captivating logo, harmonious colour scheme, versatile fonts, engaging image styles, and a consistent tone of voice. Our approach also included the creation of social media guidelines and brand directives, empowering Hainault Forest to authentically connect with its audience across various platforms. ![](https://bigwave.co.uk/wp-content/uploads/2023/08/hainault-forest.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Building a website for the future. With a focus on professionalism and user-friendliness, we created a bespoke website for Hainault Forest that adopts the new brand identity. Using WordPress CMS and advanced page-building technology, we developed a dynamic online platform that not only highlights the natural beauty and historical significance of Hainault Forest but also provides the client with effortless content management capabilities. From intuitive navigation to visually appealing layouts, every aspect of the website has been meticulously designed to immerse visitors in the enchanting world of Hainault Forest. Our user-centric approach ensures that every visitor can easily explore and engage with the diverse offerings of Hainault Forest, enhancing their online experience. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/hainault-web-1-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/hainault-web-2-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/hainault-web-3-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/hainault-wide-1600x800.webp) --- ## Halo Leisure Website ![](https://bigwave.co.uk/wp-content/uploads/2024/09/Halo-isometric.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2024/09/Halo-Logo.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The goal Our Website Development team worked alongside Halo Leisure to design and build them a brand-new website with two main goals: 1. Improve the user experience by ensuring all areas of the website are easily accessible. 2. Significantly improve the process to edit the website by moving to a WordPress CMS. ![](https://bigwave.co.uk/wp-content/uploads/2024/09/halo-homepage.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2024/09/halo-centre-page.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Our Solution A revitalised design has created a visually impactful site whilst also following brand guidelines. The use of the key colour palette throughout makes this site uniquely Halo’s. Structured templates for centre and activity pages provide a clean and consistent user experience, with key information such as opening times, and accessibility, easy to locate. A brand-new membership page integrated with Legend displays dynamic pricing, resulting in one single price change within the Legend system, which is then reflected on the site. Users can either choose to find out more, or purchase a membership. Those who choose to join will go through to the online joining system, where the membership details are automatically populated with the relevant information, significantly improving the user journey. A structured WordPress CMS will provide Halo Leisure with a more enjoyable editing experience and enable them to pull content dynamically across the site. This will contribute to improving admin time spent updating the website. ![](https://bigwave.co.uk/wp-content/uploads/2023/06/quotes.png) Here's what Halo Leisure had to say about working with us. After a robust tendering process, Bigwave was selected as the partner to design and build the new Halo website. From the beginning the communication, updates and overall project management from Bigwave was outstanding. A dedicated project team with Halo staff and Bigwave specialists met every frequently to review progress and reduce the risk of ‘project drift’. With over 400 pages, at times the task felt overwhelming but Bigwave was there every step of the way. The Halo team felt very supported throughout through ongoing advice and specialist input. In between project meetings, we really felt that we could pick up the phone or arrange an online meeting at any time to discuss new developments. The work they did with our timetable provider to ensure that timetables were user friendly and supported guest and member booking was another example of them going above and beyond! Not only did they provide the technical skills but they advised on content, copy, tone, images, navigation, flow , SEO- they really understood the Customer Journey and Experience that we wanted to deliver. The Halo team received intensive in person training on the Content Management System which has brought a new skill set to the team and allows us to be self-sufficient and make changes to the site inhouse. The Bigwave developers were mindful of Halo’s ambition to diversify into new activities and geographical areas and the new website is future-proofed to facilitate this. The result of this wonderful partnership is an eye-catching effective online shop window for Halo Leisure – that is easy for the visitor to use and easy for the Halo team to keep up to date. It really was a pleasure working with the Bigwave team on this website project. Cathy Fletcher - Head of Marketing and Communication [Halo Leisure](https://haloleisure.org.uk/) ![](https://bigwave.co.uk/wp-content/uploads/2024/09/halo-swimming-page.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2024/09/halo-toning-page.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The results A brand-new WordPress website designed and built with both the user and Halo in mind. With over 450 pages, and a dynamic integration with Legend API, we have helped Halo dramatically reduce their administration time while giving them maximum control over all of the websites content. --- ## Haven Spa Photography ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-LED-Haven-Spa8.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) Bigwave collaborated with Haven Spa to create a collection of imagery that reflects the essence of relaxation and rejuvenation. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-LED-Haven-Spa6-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-LED-Haven-Spa13-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Haven-Spa26-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Haven-Spa25.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) Our photography highlighted their serene massage rooms and lifestyle shots of treatments, capturing the inviting atmosphere and high-quality services the spa offers. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-LED-Haven-Spa2.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Massage Room Photography We focused on the peaceful ambiance of Haven Spa’s massage rooms, using warm lighting and thoughtful composition to showcase their calming design. The images emphasised the spa’s commitment to providing a serene environment for their clients. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-LED-Haven-Spa19-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-LED-Haven-Spa18-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-LED-Haven-Spa16-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-LED-Haven-Spa10.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Lifestyle Photography To complement the space imagery, we captured dynamic lifestyle shots of treatments in progress. These photos showcased clients enjoying a range of services, highlighting the professional care and expertise provided by the spa’s staff. The images conveyed the rejuvenating experiences Haven Spa offers in an authentic and approachable way. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-LED-Haven-Spa5-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Haven-Spa15-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-LED-Haven-Spa12-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Haven-Spa23-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Haven-Spa20-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Haven-Spa22-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Haven-Spa24.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Outcome The final portfolio has been seamlessly incorporated into Haven Spa’s marketing materials, helping to position them as a premier destination for relaxation and self-care. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-LED-Haven-Spa9.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) The imagery enhances their online presence, inspiring potential clients to indulge in the Haven Spa experience. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-LED-Haven-Spa17-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-LED-Haven-Spa7-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-LED-Haven-Spa3-730x800.jpg) --- ## High Net Worth Divorce Family Law PPC ![](https://bigwave.co.uk/wp-content/uploads/2023/10/Untitled-design-21-730x800.png) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The goal The aim of the campaign was to support high net worth clients in complex family matters as well as boost UK family law client numbers. To reach this audience, Michelmores appointed Bigwave to run and manage Paid Media (PPC) campaigns. > “Our family law campaigns ran via Google Ads. This started with a conversion optimised landing page built in-house by our team of talented website developers. Campaigns were then planned and launched by our team of paid search experts.” ***Gemma Ross Head of Paid Media at Bigwave*** ![](https://bigwave.co.uk/wp-content/uploads/2023/10/Untitled-1200-%C3%97-600px-730x600.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The strategy In order to reach the right customers for Michelmores’ Family team, we created personas based on an ideal client cross-referenced with the current client base. Focusing on the local Exeter market, we identified high intent, service-based keywords through initial research, hyper-focused with continued optimisation. We then showed ads targeting these keywords exclusively within a pre-determined geotagged area that we believed would align most closely with the created personas. ![](https://bigwave.co.uk/wp-content/uploads/2023/10/Michelmores_law_marketing-1024x231-1.png) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The results Since Michelmores asked Bigwave to run their PPC activity in 2020 we have introduced almost 300 validated leads, 1/5 of which have been for high-value clients. We have also showcased our client ahead of competitors by gaining a leading share in the targeted areas. In all, we have achieved a sustainable low cost-per-conversion relative to the value of a successful lead that continues to provide new clients to the company. --- ## Hilton Ames Chauffeurs - SEO Optimised Website ![](https://bigwave.co.uk/wp-content/uploads/2023/10/Hilton-Ames.png) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The goal Our[ Exeter Search engine optimization (SEO) service](/okf/page/seo-agency-exeter.md) that successfully built and optimized a website from scratch to rank in Exeter for a challenging keyword. Despite facing many obstacles, such as competing against more established companies, our SEO experts were able to achieve a high ranking for the target keyword. ![](https://bigwave.co.uk/wp-content/uploads/2023/10/Screenshot-2023-10-25-125759.png) ![](https://bigwave.co.uk/wp-content/uploads/2023/10/Screenshot-2023-10-25-124718.png) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The strategy To build a successful website and overcome challenges along the way we used: - SEO Friendly web design - Local keyword research (Exeter) - On-page optimisation - Off-page optimisation - User experience ## The results - The website has seen increase visibility over a period of 6 month. - Achieved 1s rank in Google when searching for “chauffeurs exeter”: --- ## Impulse Leisure: 'Your Wellbeing, Your Choice' ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Inspiring Community Wellness: Real Stories, Real Impact As part of our objective to help Impulse Leisure inspire more people in their local community to use their facilities, we created a campaign that put the voices of their existing members at the forefront. By sharing their personal experiences, we shaped a campaign designed to encourage others to do the same. The campaign was perfectly timed for the start of the new year, when many set fresh goals and resolutions. The messaging was rolled out both physically and digitally through various materials such as posters, banners, social media posts, and as video content. Each featured member represented a key aspect of Impulse Leisure’s full membership offering gym, swim, and exercise classes. These were visually distinguished by colour, making each persona easily recognisable for the activity they are helping to promote. In both video and static formats, we captured the members’ words of recommendation, reinforcing the messaging:"Your Wellbeing, Your Choice" and"Choose What Suits You." This emphasised that Impulse Leisure provides flexible options to support every individual's wellness journey. ![](https://bigwave.co.uk/wp-content/uploads/2025/02/105258-Impulse-Jan-Campaign-25-Case-Study-Assets6.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/02/105258-Impulse-Jan-Campaign-25-Case-Study-Assets2.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/02/105258-Impulse-Jan-Campaign-25-Case-Study-Assets3.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/02/105258-Impulse-Jan-Campaign-25-Case-Study-Assets8.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## An Overview of Key Highlights and Successes The **"Your Wellbeing, Your Choice"** New Year fitness campaign (2025) was a great success, generating strong engagement and positive results across social media and search platforms. The use of real testimonials and video content resonated well with audiences, making it one of our most successful New Year campaigns to date. The campaign effectively increased visibility and engagement on both Facebook and Instagram. Meta video plays helped sustain high levels of awareness, while testimonial posts were especially effective on Facebook, achieving an engagement rate higher than the platform average for businesses. On Instagram, video testimonials performed particularly well, with engagement rates surpassing the 2024 fitness industry benchmark. Despite limited reach on YouTube, Meta video plays maintained strong awareness, solidifying the campaign’s impact and setting a strong foundation for future efforts. ![](https://bigwave.co.uk/wp-content/uploads/2025/02/105258-Impulse-Jan-Campaign-25-Case-Study-Assets4222-scaled.webp) --- ## Increased Sales Using SEO ![](https://bigwave.co.uk/wp-content/uploads/2023/10/Screenshot-2023-10-27-162741.png) ![](https://bigwave.co.uk/wp-content/uploads/2023/10/DSC09383-768x512-1-505x326.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The goal To enable The Gym Hub to continue to reinvest into services, facilities, and health improvement programmes that benefit the whole community and its users, a steady growth in traffic and membership sales needed to be maintained. In steps Bigwave…. As a full-service creative growth agency, we pride ourselves on providing innovative and cost-effective marketing and digital services that deliver great and measurable results for our 200+ clients across a diverse range of sectors. Bigwave’s proven ability to deliver steadfast results has meant that we have worked with The Gym Hub over 4 years to achieve the brands goals of increasing traffic and membership sales. ![](https://bigwave.co.uk/wp-content/uploads/2023/06/quotes.png) What the gym hub have to say about our work. Our online presence had become a major driver for the business and an area of identified weakness due to our dated brochure style website. Our investment into creating a commercially driven website that generates 24/7 streams of new business has become invaluable to our future success. It is essential to understand the way the browsers view and prioritise your website and brand, which is why the SEO package was incredibly important in achieving our goal of being visible in the top 3 search results. Bigwave delivered in all aspects, advised and supported us in this journey. Karl Hayes, Group Operations Manager. ![](https://bigwave.co.uk/wp-content/uploads/2023/10/Screenshot-2023-10-27-162700.png) ![](https://bigwave.co.uk/wp-content/uploads/2023/10/Screenshot-2023-10-27-162720.png) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The strategy To achieve the kind of results the client was looking for, it was vital that they had a fast, robust, and user-friendly website that ranks high in search engines for relevant keywords, which in turn brings more qualified potential customers to their sites and eventually increases conversion rates. For this reason, Bigwave converted The Gym Hub’s multi-location club brand website from Joomla to an SEO optimised WordPress website, supported by our local SEO package. Our SEO strategies are not only designed to increase your rankings and traffic, but our holistic approach means your website will benefit from our expertise in Search Engine Optimisation as well as conversion rate optimisation and the user journey. ### What is an SEO strategy? The first step is doing extensive competitive and competitor research to inform aspects of the SEO strategy. This helps us to find competitors’ strengths and weaknesses that we can then capitalise on when finding ways to increase organic search to your website. We also use top SEO industry tools and services that provide a competitive advantage in any niche. When we have completed our vigorous research process, we will then present our analysis and assets in documentation to show a clear strategy and timelines. Methods can include influencer outreach, citation and online mentions, natural link-building and promotional content all monitored by our in-house SEO experts. To give complete insight into the project’s status, timelines, work completed and upcoming focus areas and tasks we have project management and at-a-glance dashboards that provide ease of collaboration and sharing with stakeholders. We will also create bespoke monthly reporting built around Key Performance Indicators (KPIs) agreed by the client. ![](https://bigwave.co.uk/wp-content/uploads/2023/06/quotes.png) What the gym hub have to say about our work. Our clear objective was to significantly improve visibility, click through rates and simplicity of use, together with the commercial goal of driving memberships and secondary sales through an easy-to-use online store. We were extremely clear on the brief and Bigwave delivered every aspect with clear communication at every stage. We also added the SEO service to maximise its effectiveness and the results were fantastic. Karl Hayes, Group Operations Manager ![](https://bigwave.co.uk/wp-content/uploads/2023/10/gym-hub-website-screen-2.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/10/gym-hub-website-screen-4.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/10/gym-hub-homepage-screen.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The results ### Optimising for High Performance Bigwave successfully assisted with unifying Trust operators in educating the public and re-engaging communities by reminding them of the value of being part of a safe and local leisure or cultural facility. Providing local networks of Trusts with national advertising alongside local engagement, it represented the first unified message to champion the broad range of activities offered by Trusts across the UK. --- ## Infinity Keepsakes ![](https://bigwave.co.uk/wp-content/uploads/2025/04/Rachel-Eatwell-weighted-memory-bear-2.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/04/Keepsake-cushion-made-from-a-jumper.jpg) ## Infinity Keepsakes Appoints Bigwave Marketing in 2023 Infinity Keepsakes are a small business that specialises in making personalised soft toys and keepsake gifts. Infinity Keepsakes is a business based in Plymouth, Devon. They create unique memory bears, quilts, blankets, cushions and other keepsakes from sentimental clothing and post them to customers across the UK. ![](https://bigwave.co.uk/wp-content/uploads/2025/04/memory-bear-keepsake.jpg) ![Baby with soft toy](https://bigwave.co.uk/wp-content/uploads/2025/04/Jessica-rotated.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Our Objectives Since October 2023, we have been supporting Infinity Keepsakes with their paid media activities with the goal of driving sales, increasing YOY growth and improving the efficiency of their paid media campaigns. Using a multi-channel strategy across platforms like Facebook, Instagram, Google Search, Google Performance Max, Google Shopping, and YouTube. We’ve focused on boosting sales at important dates during the year, such as Mother's Day, Graduation Days and Christmas. At the same time, our efforts have been centred around optimising ad performance all year round and ensuring that every campaign delivers the best possible ROAS. ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The Results ### Since partnering with Infinity Keepsakes, our tailored campaigns have delivered standout results. We achieved an **800% ROAS, generating £8 for every £1 spent.** **Year-on-year sales grew without increasing ad spend**, proving the strength of our strategy. By refining Google Ads and launching high-performing Facebook and Instagram campaigns, **we boosted turnover by 48%.** This success highlights how the right **paid media strategy and close collaboration drive real business growth.** ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ![Vicky](https://bigwave.co.uk/wp-content/uploads/2025/04/Meet-The-Team-Vicky-Infinity-Keepsakes-480x480.jpg.webp) ![wedding dress soft toy](https://bigwave.co.uk/wp-content/uploads/2025/04/wedding-dress-made-into-bear--scaled.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Client feedback We’ve been working with Bigwave Marketing for just over a year now, and the difference they’ve made to our business has been incredible. From the very beginning, Lottie, Sarah, Gemma, Jag and the entire team have been so lovely, welcoming, and helpful – nothing is ever too much trouble for them. Their support across PPC, Facebook Ads, Google Ads, and all areas of digital marketing has helped our business grow massively. They truly go above and beyond what’s expected, always coming up with new ideas and ways to support us. It’s rare to find a marketing agency that genuinely feels like part of your team – we’re so glad we found Bigwave. Highly recommended to any business looking for honest, proactive, and results-driven support! --- ## Inverclyde F.A.S.T Studio ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Fast-Studio-CS10.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The Challenge Inverclyde Leisure asked us to develop a brand identity for its new F.A.S.T Studio at the Waterfront Leisure Complex in Greenock. Designed as a modern group training facility, the studio merges functional training with structured strength development to create a motivating, collective workout experience. More than just a gym, it needed to balance high-performance ambition with a strong sense of community, while also standing out visually against other high-end studios in the area. The challenge was to position F.A.S.T as a dynamic and inclusive destination that appeals to all fitness levels, from committed athletes to those new to training. ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Fast-Studio-CS.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Logo Creation The logo is a bold FAST lettermark, constructed with sharp lines that suggest motion and acceleration. Linear details cut through the letterforms to evoke speed, agility and forward movement, reflecting the dynamic nature of functional athletic training. The simplicity of the mark ensures clarity at all scales, from large wall applications to T-shirt branding. ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Fast-Studio-CS6.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Fast-Studio-CS8.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Fast-Studio-CS7.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Fast-Studio-CS14.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Colour Palette A high-contrast yellow and black palette was chosen to communicate energy, focus and strength. Yellow brings visibility and intensity, energising the studio environment, while black anchors the identity with authority and discipline. Together, the colours create a powerful visual presence that stands out within the leisure complex. ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Fast-Studio-CS2.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Wall Graphics We designed impactful wall graphics that bring the brand to life inside the studio. Bold typography and directional lines echo the movement of the logo, reinforcing motivation and momentum throughout the space. ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Fast-Studio-CS19.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Fast-Studio-CS18.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Fast-Studio-CS17.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Fast-Studio-CS3.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Fast-Studio-CS5.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## T-shirt Design The T-shirt designs extend the identity beyond the studio walls, allowing staff and members to wear the brand with confidence. ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Fast-Studio-CS13.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Fast-Studio-CS12.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Fast-Studio-CS11.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Fast-Studio-CS15.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) Bold and functional, the brand reflects the intensity of the training and the people who power it. ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Fast-Studio-CS4.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Outcome The F.A.S.T Studio now has a clear and confident visual identity that reflects both **high-performance training and community connection**. The brand is energetic, bold and functional, supporting Inverclyde Leisure’s ambition to create a motivating space that encourages progress, commitment and belonging. "FAST is a key part of Inverclyde Leisure’s functional fitness offering, designed to provide a dedicated space for high-quality strength and conditioning training. Bigwave played a crucial role in bringing this concept to life, creating a distinctive logo and impactful studio branding that transforms the look and feel of the space. The visual identity clearly communicates the purpose and energy of FAST while aligning seamlessly with Inverclyde Leisure’s wider brand." \- *Kieron Vango, CEO of Inverclyde Leisure* ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Fast-Studio-CS16.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Fast-Studio-CS9.webp) --- ## Inverclyde Leisure: ‘What’s your Why?’ ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Real Stories from Real Members We used stories from real life people about why they joined Inverclyde Leisure. Expanding on the work we have created previously, the “What’s your Why?” campaign promoted an inclusive, real community that people wanted to be a part of. Clear and simple graphics were used with short quotes from members which gave people an immediate understanding of the different reasons those people use Inverclyde Leisure and invited them to find out more. Each persona was targeted at a different demographic which gave people an increased feeling of representation and engagement to inspire them to try out Inverclyde Leisure. The messaging was delivered across a range of platforms including print, PPC, social media posts and video. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/105259-Case-Study-Assets_05.png) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/105259-SQ-Image_01-730x800.png) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/105259-SQ-Image_02-730x800.png) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/105259-SQ-Image_03-730x800.png) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/105259-Case-Study-Assets_02.png) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/105259-Case-Study-Assets_06.png) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Impact and Statistics The campaign was a huge success both with the teams at Inverclyde Leisure and the wider Inverclyde community with over **1,000,000 impressions** and almost **180,000 engagements**. The use of video interviews from real life Inverclyde Members had a huge impact on engagement for the videos. YouTube alone gained almost **90,000 views** and 2420 hours of watch time, with an average watch time of 27 seconds per impression. With some of the videos being a few minutes long, to have such high engagement and long watch times was a huge achievement. The team at Inverclyde Leisure reported that the reception to the campaign was so good that the campaign was extended twice. Originally running from Dec 25th-Feb 18th, it was extended until the end of February, and then again for the entirety of March. ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## UK Active Award Winner We are so proud to have been a major part in what is now a nationally recognised campaign, winning the Marketing Campaign Award at the UK Active Awards. Judges praised the “clear and transparent campaign”, that really gets “to the heart of why people take part in activity and what it means for them”. They also liked the “crystal clear delivery on strategy” and the “Impressively insight-led and persona focused” approach, “leading to authentic, credible, powerful stories.” They particularly commended the impactful use of video, “really engaging the audience and telling the story”. All of this led to a very impressive overall score and a 5 star rating from all the judges. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/105259-Case-Study-Assets_08.png) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/105259-Case-Study-Assets_09-v2-scaled.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/105259-Case-Study-Assets_10.png) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/105259-Case-Study-Assets_11.png) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Conclusion The completed branding for Nourish Café at Xcite Craigswood Leisure Centre delivers a cohesive visual identity that aligns with the café’s mission of creating a calming, welcoming environment. By combining clean modern design elements with meaningful symbols, a thoughtful colour palette, and flexible typography, the brand now stands as a distinctive feature within the leisure centre, offering a place to relax for its visitors. --- ## Inverclyde Leisure's Persona Campaign Photography ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Inverclyde11.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) Inverclyde Leisure partnered with our photography team to capture dynamic, authentic images of members of Inverclyde Leisure, highlighting their fitness journeys and personal transformations. These compelling visuals were designed to inspire others and celebrate the power of fitness. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Inverclyde10.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) The primary goal was to authentically showcase Inverclyde Leisure's members by capturing the essence of their individual fitness journeys. By photographing members during their regular workouts and classes, we aimed to provide a genuine portrayal of their routines, ensuring the images felt relatable and human. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Inverclyde16-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Inverclyde8-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Inverclyde28-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Inverclyde6.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) We employed a candid photography style, capturing moments as they naturally unfolded. This method allowed us to document the determination, perseverance, and sense of accomplishment experienced by each individual. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Inverclyde17-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Inverclyde7-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Inverclyde14-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Inverclyde23.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) We photographed members engaged in various activities, including weightlifting, fitness classes, and endurance training. The portraits ranged from close-ups highlighting intense focus to wide shots showcasing the dynamic environment of the facilities. This variety ensured a comprehensive representation of the members' experiences. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Inverclyde2.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Results The resulting collection of images authentically portrays the commitment and diversity of Inverclyde Leisure's membership. The images have been well-received, resonating with both current and prospective members by reflecting real-life fitness journeys. This project exemplifies Bigwave's commitment to capturing the true essence of our clients' communities, delivering compelling visual content that engages and inspires. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Inverclyde21-1-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Inverclyde26-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Inverclyde18-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Inverclyde27-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Inverclyde25-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Inverclyde24-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Inverclyde19-730x800.jpg) --- ## Lake Country House ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Lake-Country-House24.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Reimagining Visual Storytelling for a Premier Hospitality Experience Bigwave was commissioned by Lake Country House, a distinguished country house hotel & spa in Wales, to revitalise their visual identity through a comprehensive photography project. The objective was to encapsulate the establishment's refined atmosphere and offerings, enhancing its appeal to potential guests. Our collaboration focused on several essential aspects, each carefully designed to enhance the hotel's visual narrative and brand identity. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Lake-Country-House8.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Culinary Photography We meticulously photographed the restaurant's gourmet dishes and signature drinks, highlighting the culinary excellence that defines the Lake Country House dining experience. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Lake-Country-House11-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Lake-Country-House10-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Lake-Country-House9b-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Lake-Country-House6.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Premises Imagery Our team captured the hotel's exquisite interiors and serene exteriors, showcasing the harmonious blend of traditional charm and modern comfort. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Lake-Country-House23-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Lake-Country-House22-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Lake-Country-House14-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Lake-Country-House18-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Lake-Country-House20.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Lifestyle Shots We portrayed candid moments of guests and staff, reflecting the warm hospitality and personalised service that guests can anticipate. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Lake-Country-House16-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Lake-Country-House15-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Lake-Country-House17-1-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Lake-Country-House5.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Approach We adopted a naturalistic and elegant photographic style. Utilising ambient lighting and thoughtful composition, we aimed to convey the hotel's tranquil environment and high-quality offerings authentically. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Lake-Country-House2-1.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Outcome The curated collection of images has been seamlessly integrated across Lake Country House's marketing platforms and promotional materials. This visual enhancement has strengthened the hotel's brand presence and elevated its visual storytelling, reinforcing its position in the competitive hospitality market. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Lake-Country-House4.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Conclusion This project exemplifies Bigwave's commitment to delivering bespoke visual solutions that resonate with our clients' brand values and business objectives. Through our collaborative approach and attention to detail, we have enhanced Lake Country House's visual narrative, contributing to its ongoing success. --- ## LED Community Leisure ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-LED-The-Hangar.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Capturing the Energy of The Hangar Bigwave partnered with LED Community Leisure to showcase The Hangar, a state-of-the-art fitness facility. The brief was to create a vibrant visual portfolio that highlights the gym, bespoke cycling studio, and expansive group exercise studio. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-LED-The-Hangar2.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Gym Photography Images of the spacious gym highlighted members actively training, showcasing the modern equipment in use and the inclusive, dynamic environment that caters to all fitness levels. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-LED-The-Hangar18-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-LED-The-Hangar13-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-LED-The-Hangar21-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-LED-The-Hangar5.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Exercise Studio We captured lively moments from group exercise classes, reflecting the facility’s vibrant community and diverse offerings. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-LED-The-Hangar14-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-LED-The-Hangar19-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-LED-The-Hangar16-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-LED-The-Hangar4.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Outcome The final photography has been utilised across LED’s marketing platforms, including their website and social media, helping to position The Hangar as a premier destination for fitness enthusiasts. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-LED-The-Hangar6.webp) --- ## LED Community Leisure: 'Your Community, Your Pound' ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-LED-Your-Community-Your-Pound-Page-Assets-Main-Image2.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Connecting Local Investment with Everyday Fitness Bigwave partnered with LED Community Leisure to deliver the campaign *Your Community, Your Pound*. The aim was to put LED’s status as a co-operative community benefit society (or Leisure Trust) at the heart of an member recruitment campaign, encouraging local people to join their leisure centres and gyms. The main message 'Your Community, Your Pound' linked a £1 contribution to both meaningful community impact and a high-quality fitness experience. While benefits for new members such as unlimited 1-to-1 guidance, supportive staff, comfortable facilities, accessible pools, and a wide range of fitness classes were highlighted, the focus remained on the positive impact that quality leisure and fitness facilities can have on the community, and how, as a not-for-profit, surplus income is reinvested to maintain high standards. ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-LED-Your-Community-Your-Pound-Page-Assets-Posters.webp) > Our experience working with BWM on our latest campaign has been exceptional. They helped us highlight the diverse activities offered within our LED community leisure programme, including health referrals, swimming, gym facilities, and group exercise classes. While we previously ran a Join for a Coin campaign, we wanted to shift the focus to our community, leading us to create the 'Your Community, Your Pound' initiative. This campaign encourages local investment in our leisure community, and we are thrilled with the results! *Andrew Dare LED Leisure Area Manager* ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-LED-Your-Community-Your-Pound-Page-Assets-PPC-Examples.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-LED-Your-Community-Your-Pound-Page-Assets-PPC-Examples2.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-LED-Your-Community-Your-Pound-Page-Assets-PPC-Examples3.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/106804-September-Campaign-Organic-Leisure-Update-FINAL.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/106804-September-Campaign-Organic-Leisure-Update-FINAL.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/106804-September-Campaign-Organic-Leisure-Update-FINAL2.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/106804-September-Campaign-Organic-Leisure-Update-FINAL3.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/106804-September-Campaign-Organic-Leisure-Update-FINAL4.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/106804-September-Campaign-Organic-Leisure-Update-FINAL5.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/106804-September-Campaign-Organic-Leisure-Update-FINAL6.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/106804-September-Campaign-Organic-Leisure-Update-FINAL.webp)![](https://bigwave.co.uk/wp-content/uploads/2026/01/106804-September-Campaign-Organic-Leisure-Update-FINAL2.webp)![](https://bigwave.co.uk/wp-content/uploads/2026/01/106804-September-Campaign-Organic-Leisure-Update-FINAL3.webp)![](https://bigwave.co.uk/wp-content/uploads/2026/01/106804-September-Campaign-Organic-Leisure-Update-FINAL4.webp)![](https://bigwave.co.uk/wp-content/uploads/2026/01/106804-September-Campaign-Organic-Leisure-Update-FINAL5.webp)![](https://bigwave.co.uk/wp-content/uploads/2026/01/106804-September-Campaign-Organic-Leisure-Update-FINAL6.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Paid and Organic Media We delivered a comprehensive social media strategy that encompassed both paid ads and organic content, with both providing high reach and excellent engagement. The campaign was segmented with different content for the different target markets of LED's leisure brand, their commercial gyms, and swimming lessons. The results showed that adverts and social media posts featuring genuine photography with real situations, such as swimming lessons or classes, resonated more strongly with the audience than more polished or promotional imagery. In terms of content style, carousel posts performed the best. Continually monitoring results for the duration of the campaign enabled us to optimise adverts and posting schedule for the best outcome. ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Supporting Safe, Confident Swimming in the LED Community In addition to the over-arching message of the campaign, 'Your Community, Your Pound', LED were keen to engage additional audiences by highlighting services such as swimming lessons. LED's blue was used to differentiate this strand from the core leisure messaging, enabling the assets to stand out while remaining part of the wider campaign. ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-LED-Your-Community-Your-Pound-Page-Assets-scaled.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-LED-Your-Community-Your-Pound-Page-Assets-TV-Screen-The-Space2.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Part of the LED Community LED have recently added four commercial gyms to their portfolio: The Hangar, The Space, The Grove and The Engine. These gyms are also non-profit and are run with the same ethos as leisure centres, but have their own unique brands, which Bigwave have worked with the LED team to develop. The Your Community, Your Pound campaign included separate creative elements for each brand, all of which consistently had LED's mission, vision and values front and centre. ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-LED-Your-Community-Your-Pound-Page-Assets-v2.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-LED-Your-Community-Your-Pound-Page-Assets-v3.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The Landing Pages All advertising, from QR codes on posters and flyers to digital ads, directed traffic to dedicated landing pages. Each section of the campaign had its own page, ensuring visitors found the information they needed. This personalised approach achieved an engagement rate of over 75% on our top‑performing landing pages, with the Leisure page standing out particularly strongly. This demonstrates the effectiveness of directing audiences to tailored, purpose‑built content. --- ## LED Exeter Airport ![](https://bigwave.co.uk/wp-content/uploads/2025/02/102863-LED-Exeter-Airport-Landing-Page-Assets-v4.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Elevating the Bar & Café Experience at Exeter Airport Bigwave partnered with LED Community Leisure to redesign the bars and cafés at Exeter Airport. The brief focused on creating stylish, welcoming spaces that enhance the customer experience, offering a blend of comfort, quality, and efficiency for travelers. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-LED-Exeter-Airport-Landing-Page-Assets_3.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The Existing Space The existing café at Exeter Airport feels outdated and uninviting, with a dull colour scheme, cluttered layout, and worn furnishings. The signage and branding lack a modern appeal, while the space appears poorly lit and uninspiring. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-LED-Exeter-Airport-Landing-Page-Assets_4.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The Brand **Coastline** is a fresh and modern brand inspired by the tranquility and vibrancy of the seaside. Featuring a clean, contemporary logo and a soothing color palette of blues, whites, and neutral tones, it evokes a sense of relaxation and coastal charm. The branding extends seamlessly across menus, staff uniforms, and signage, creating a cohesive and inviting atmosphere. Designed to enhance the café experience, **Coastline** offers a stylish and refreshing space for travelers to unwind. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-LED-Exeter-Airport-Landing-Page-Assets_5-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-LED-Exeter-Airport-Landing-Page-Assets_6-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-LED-Exeter-Airport-Landing-Page-Assets_7-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/02/102863-LED-Exeter-Airport-Landing-Page-Assets-v2-Higher-Res.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The Final Result The redesigned Coastline café brings a fresh, modern feel to Exeter Airport. A vibrant blue palette, sleek finishes, and stylish signage create a welcoming atmosphere. Thoughtful lighting, curated displays, and an improved layout enhance comfort and efficiency, offering travelers a seamless and relaxing experience. ![](https://bigwave.co.uk/wp-content/uploads/2025/02/102863-LED-Exeter-Airport-Landing-Page-Assets-v2-Higher-Res6-scaled.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/02/102863-LED-Exeter-Airport-Landing-Page-Assets-v2-Higher-Res2-scaled.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-LED-Exeter-Airport-Landing-Page-Assets_11.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The Existing Space The next space had a very similar feel to the first, with the same characteristics of feeling outdated and uninviting. Even with orange in the colour scheme, it felt very dark, with worn furnishings. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-LED-Exeter-Airport-Landing-Page-Assets_12.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The Brand Cove is a refined extension of the Coastline brand, designed to suit a more compact space while maintaining the same fresh and modern aesthetic. Retaining the tranquil blues, whites, and neutral tones, as well as the signature icon, Cove delivers the same sense of relaxation and coastal charm in a more intimate setting. With a clean, contemporary identity that aligns seamlessly with Coastline, this smaller concept ensures a cohesive brand experience, offering a stylish and inviting retreat for travelers in a more streamlined footprint. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-LED-Exeter-Airport-Landing-Page-Assets_13-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-LED-Exeter-Airport-Landing-Page-Assets_6-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-LED-Exeter-Airport-Landing-Page-Assets_7-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/02/102863-LED-Exeter-Airport-Landing-Page-Assets-v2-Higher-Res3.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The Final Result The redesigned Cove café brings the same fresh, modern feel to a more compact space at Exeter Airport. Featuring a vibrant blue palette, sleek finishes, and stylish signage, it creates a welcoming and cohesive brand experience. Thoughtful lighting, curated displays, and a smart, space-efficient layout ensure comfort and convenience, offering travelers a seamless and relaxing stop within a smaller footprint. ![](https://bigwave.co.uk/wp-content/uploads/2025/02/102863-LED-Exeter-Airport-Landing-Page-Assets-v2-Higher-Res4-scaled.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/02/102863-LED-Exeter-Airport-Landing-Page-Assets-v25.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-LED-Exeter-Airport-Landing-Page-Assets_19.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The Existing Space This space had a similar feel to the previous one—outdated and uninviting, despite efforts to incorporate warmth into the design. The dark furnishings and worn materials made the area feel tired rather than welcoming. Given its location in Exeter, Devon, there was a clear desire for a refreshed brand identity that better reflected the region’s character. Additionally, the space itself was much larger, providing ample room for customers to sit and enjoy their time. However, the layout and styling didn’t make the most of this potential, leaving it feeling underutilised. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-LED-Exeter-Airport-Landing-Page-Assets_20.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The Brand Moorland Kitchen was created to bring a fresh, regionally inspired identity to the space, drawing influence from the natural beauty of Devon’s moorlands. The brand’s colour palette of sage green and white evokes a sense of tranquillity and openness, creating a more inviting and contemporary atmosphere. Its logo features a minimalistic hill and mountain graphic, reinforcing the connection to the surrounding landscape. The aim was to move away from the previous dated aesthetic and instead introduce a clean, modern feel that aligns with the area’s character while enhancing the overall customer experience. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-LED-Exeter-Airport-Landing-Page-Assets_21.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The Final Result The seating area at Moorland Kitchen blends comfort and openness, with a mix of modern furniture and natural wood accents. The layout fosters both intimate and social settings, while large windows bring in natural light, enhancing the airy, inviting atmosphere. Every detail is designed to create a warm, welcoming space that connects guests to the surrounding moorlands. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-LED-Exeter-Airport-Landing-Page-Assets_22-scaled.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-LED-Exeter-Airport-Landing-Page-Assets_23-scaled.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-LED-Exeter-Airport-Landing-Page-Assets_24-scaled.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-LED-Exeter-Airport-Landing-Page-Assets_25.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The Existing Space The original design of the bar was dated and lacked character, offering a bland and uninspiring space for travellers. The refurbishment has completely transformed the atmosphere, bringing in a modern, inviting vibe that encourages guests to linger and enjoy their time at the airport. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-LED-Exeter-Airport-Landing-Page-Assets_26.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The Brand The TOR logo reflects the natural beauty of its surroundings, with its dark sage green colour evoking the tranquil landscape. This thoughtful design captures the essence of the space—inviting, grounded in nature, and connected to the local environment. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-LED-Exeter-Airport-Landing-Page-Assets_27.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The Final Result TOR at Exeter Airport offers a refreshing escape with its inviting atmosphere and unique design, inspired by the lush surroundings. The vibrant green tones in the branding draw on the natural beauty of local landmarks, creating a space where travellers can unwind and enjoy a moment of relaxation. Whether you're looking to enjoy a quick drink or settle in for a while, TOR is the perfect place to spend time before your journey. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-LED-Exeter-Airport-Landing-Page-Assets_28.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-LED-Exeter-Airport-Landing-Page-Assets_29.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-LED-Exeter-Airport-Landing-Page-Assets_30.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-LED-Exeter-Airport-Landing-Page-Assets_31.webp) --- ## Leisure SK Membership App ![](https://bigwave.co.uk/wp-content/uploads/2026/01/homepage-closeup-top-row.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/old-and-new-1.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The goal LeisureSK's membership app had initially been set up as a simple booking platform a number of years ago. Over this time the user interface had never been updated - and advances in mobile design had left their offering looking outdated. They needed a refreshed app which modernised the interface, introduced new functionality and put their colourful, energetic brand front-and-centre. Bigwave Marketing have partnered with LeisureSK for a number of years to deliver marketing and campaign solutions. This, coupled with our specialist knowledge of Innovatise-based membership apps, meant we were ideally placed to deliver on LeisureSK's objectives. ![](https://bigwave.co.uk/wp-content/uploads/2026/01/phone-in-hand-managed.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/icon-mock-up-copy-1-scaled.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Our Solution The first task was to make the user experience more efficient - giving members a simplified interface which prioritised more common actions. We accomplished this with prominent buttons, and breaking the page up into 'action blocks' which make sense to the user. In order of prominence the action blocks were organised into: - **Primary actions** - Booking activities, checking timetables, and managing bookings. - **Engagement and promotion -** Memberships, referral programmes and rewards. - **Information and external actions -** Workout apps, links to social and contact info. The most important buttons utilise LeisureSK's distinctive brand gradient. Large images, blocks of colour and graphical elements from LeisureSK's brand overlap the action blocks, serving to mask the segmented layout and present a sense of seamless flow to the page. ![](https://bigwave.co.uk/wp-content/uploads/2026/01/homescreen-scrolled.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/swim-portal.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The Results The reddesign went live in June 2025. Over the following months visits to the app booking page increased by over 28% - with class booking clicks increasing by over 23%. The membership section, which links through to LeisureSK's sign ups, saw rise in visitors of over 377%\*. Since launching the app, the new design has also made it easier to update the layout when adding promotions or updates. For example, when Grantham Mere's Leisure Centre added the TRAKK app to it's membership offering, we were able to add a new button to the home screen without disrupting the design. \*Figures taken from the Innovatise reporting module, Q2 2025 vs Q3 2025. ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/multiple-screens-1.webp) --- ## Libraries Unlimited Storyfest ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Libraries-Unlimited-Storyfest-Assets-Website-1.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Driving Engagement Through Creative Assets and Targeted Media We partnered with Libraries Unlimited and Aardman to promote Storyfest 2025, a family-focused festival celebrating storytelling across Devon. The goal was to raise awareness, boost event bookings, and create a consistent, engaging brand presence across both digital and print channels. ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) To reach families and drive awareness among parents, we designed a full-page print advert for *Primary Times*. This ensured visibility in a trusted publication widely read by our target audience, reinforcing the festival’s branding and highlighting key events. We produced a series of eye-catching posters, maintaining consistent branding and leveraging the partnership with Aardman Animations to create a strong visual appeal. ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Libraries-Unlimited-Storyfest-Assets-Website-2-2.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Libraries-Unlimited-Storyfest-Assets-Website-3-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Libraries-Unlimited-Storyfest-Assets-Website-4-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Libraries-Unlimited-Storyfest-Assets-Website-6-2-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) A bespoke landing page was developed to provide a central hub for event information and bookings. Optimised for user experience, the page aligned with the campaign’s visual identity and played a key role in driving conversions, with 2,145 visits recorded during the campaign. ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Libraries-Unlimited-Storyfest-Assets-Website-5.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Paid and Organic Media The campaign combined paid Meta ads with organic social media efforts to maximise reach and engagement. Meta ads achieved a 3.7% CTR at just £0.06 per click, reaching over 60,000 people across Exeter, Barnstaple, and Torbay. Organic posts and templates empowered Libraries Unlimited to amplify the campaign locally, ensuring consistent messaging and community engagement. Together, these channels contributed to many events selling out before the festival began. --- ## Lighthouse Pools Brand and Logo Refresh ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Lighthouse-Pools-Case-Study.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Overview Lighthouse Pools, an independent pool distribution business based in Plymouth, approached us to help redefine their brand. Our brief was to create a new visual identity, starting with a redesigned logo. We developed a colour palette centred on teal blue and navy to represent water, alongside red and white inspired by the Plymouth lighthouse and its maritime setting. ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Lighthouse-Pools-Case-Study3.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Lighthouse-Pools-Case-Study8.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Lighthouse-Pools-Case-Study6.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Product Brochure and Catalogue Design A key part of the project was the design of both a product brochure and a comprehensive A4 product catalogue. This required a flexible system of different page layouts to accommodate varying product types, technical information and editorial content, as well as the integration of product adverts throughout. ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Lighthouse-Pools-Case-Study5.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Lighthouse-Pools-Case-Study4.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) The identity was rolled out across a suite of brand touchpoints, including a magazine advert template, email footer and business cards. ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Lighthouse-Pools-Case-Study10.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Lighthouse-Pools-Case-Study11.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Lighthouse-Pools-Case-Study9.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Lighthouse-Pools-Case-Study8.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Lighthouse-Pools-Case-Study12.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## In-house brand: HeatForm Lighthouse Pools also operate an in house brand, HeatForm. We were asked to refresh the existing logo suite to create a more cohesive system, as well as design new HeatForm logos for upcoming products. This work was supported by a revised colour palette to strengthen recognition across the range. ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Lighthouse-Pools-Case-Study19.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Lighthouse-Pools-Case-Study17.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Lighthouse-Pools-Case-Study18.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Lighthouse-Pools-Case-Study14.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Lighthouse-Pools-Case-Study15.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) One of the new HeatForm brands, Clarity, is a water treatment product range. We developed a clear and flexible labelling system using four colours to distinguish the four stages of water treatment. Alongside this, we created a template to support white label products. ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Lighthouse-Pools-Case-Study16.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Lighthouse-Pools-Case-Study20.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Lighthouse-Pools-Case-Study-Icons.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) For HeatForm, we also designed a series of A5 product brochures. As part of this work, we created a set of icons used consistently across the brochures to simplify technical information. ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Lighthouse-Pools-Case-Study21.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) To bring the brands to life digitally, we produced animated versions of the Lighthouse Pools and HeatForm logos for use across social media and as opening and closing assets for branded video content. --- ## Livewire ![](https://bigwave.co.uk/wp-content/uploads/2023/10/livewire.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/10/Screenshot-2023-10-30-112615.png) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Project Goals A website that is user friendly, keeps admin time low and looks great is the goal for most busy leisure facilities, and for LiveWire Warrington that is exactly what their new website delivered. Their previous website was built using Joomla, so we discussed with the client switching their content management system to WordPress as it would be a worthwhile investment – giving them a more intuitive, modern, and more capable platform to deliver on their commercial objectives. At the same time, we also gave their website a modern refresh adding in more dynamic and animated features to bring it to life. We focused the new website to be more user-friendly making journeys a lot smoother. ![](https://bigwave.co.uk/wp-content/uploads/2023/10/livewire_homepage.png) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The Outcome ***“We were looking for a new website which could allow our customers to easily navigate through the site and increase the number of interactions we saw whether it’s booking a class, form submissions or sourcing information.*** ***Our new website is now much easier to navigate and easier to manage than our old site. The new website has made a significant difference with to our business and has achieved all our main objectives.*** ***Our project manager made the usually difficult task of organising deadlines, site structure and content writing seem a dream. Working with Molly, Lee and the Bigwave Marketing Team has been a pleasure.”*** --- ## Membership sales through a Covid Comeback campaign ![](https://bigwave.co.uk/wp-content/uploads/2023/10/key.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The goal Many people and businesses worldwide have been affected in some way by the Covid-19 pandemic. From businesses closing, to people falling unwell or worse, and generally with the lockdowns, many of us grew accompanied to being at home more. However, this meant that there was a significant decline in people’s activity levels. Even when fitness and leisure centres reopened, the public has either lost motivation or are nervous to sign up as a result of the pandemic. [Bigwave](/okf/page/home.md) is the leading creative growth partner for UK leisure and consists of a specialist team of marketers who have supported Halo with marketing services for 15 years. We’re passionate about helping clients and promoting healthier lifestyles for everyone. The Covid Comeback campaign ran in May 2021, post lockdown, to help Halo Leisure recruit new members and recover from the loss of the pandemic. ![](https://bigwave.co.uk/wp-content/uploads/2023/10/Screenshot-2023-10-27-155355.png) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The strategy [Bigwave’s paid media team’s](/okf/page/ppc-exeter.md) solution was to generate new memberships and recover the lost members due to the pandemic. The key selling points were no joining fee, no contract and being UK Active Covid-19 Response Approved. The marketing channels included Paid Search, Facebook, and Instagram advertising, as well as organic social media posts. The campaign aimed to help with the initial recovery of Halo’s centres and to show significant growth in comparison to the years prior (May 2019). ![](https://bigwave.co.uk/wp-content/uploads/2023/06/quotes.png) What halo thought of our work. We were blown away by the PPC key campaign that Bigwave Marketing ran for us post lockdown in May 2021. It was instrumental in our Covid comeback campaign and the recruitment of new members and the recovery of lapsed ones. The campaign certainly supported the initial recovery of our business after a year of full or partial closures. We had the highest number of membership sales in the history of the company!! In May 2021 we generated 1232 more memberships than May 2019 (pre-covid) and equalled over £332K in membership income. The return on ad spend was an astounding £33 for every £1 spent on paid activities on Google and Facebook and Instagram advertising. We’ve been a client of Bigwave Marketing for over 12 years and are always happy with the results delivered. I highly recommend Bigwave to anyone. They’re experts in all marketing services including websites, user experience, design, email, print, SEO, PPC, and more! Cathy Fletcher, Marketing Manager ![](https://bigwave.co.uk/wp-content/uploads/2023/10/Screenshot-2023-10-25-133400.png) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The results The Covid Comeback campaign was a huge success, generating the highest number of member signups in Halo Leisure’s history, equalling over £300k in income. The total number of memberships was 2,582, an astonishing 55 per cent higher than in May 2019. The ROAS (return on ad spend) was 33:1 or 3320 per cent for every £1 spent with Bigwave, generating £33 back in return through paid media ads across Google, Facebook, and Instagram. --- ## Modular scooter retail units ![](https://bigwave.co.uk/wp-content/uploads/2026/01/zinc-cover.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/DSC00311.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/DSC00296.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The goal Launching a new retail concept for the winter season, Calendar Club approached Bigwave to help design a bespoke stand selling scooters from Zinc, the UK's number-one scooter brand. Opening between October half term to the end of December - these seasonal pop up shops only have a short time to make an impact and sell their products. The assembly team arrive on site, assemble and have them trading by the next morning. Transportation and assembly are top priorities. However the shopping center sites require high-quality, safe structures to meet expectations and site requirements. ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Calendar-Club-and-Zinc-Scooters-Images-7.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Calendar-Club-and-Zinc-Scooters-Images-13.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Our Solution The first job was drawing up a design for the retail units. Balancing requirements for portability, speed of assembly and quality of finish meant this was no easy task. Matte black MFC board was chosen as the construction material. The chipboard core of this material made it easy to work and cut to shape, while the matte black outer coating would provide a high-quality, durable finish able to withstand the rigours of a retail environment. Graphics were applied to the units as full-colour vinyl wraps. This ensured the graphics would be hard-wearing, while delivering an eye-catching finish which was guaranteed to stand out in a retail space. ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Calendar-Club-and-Zinc-Scooters-Kiosk-Visual.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/artwork-preview-bigwheel.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/detail-1.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/detail-2.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/artwork-preview-stunt.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/indesign-screenshot.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/DSC00349-1.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The final product Each stand was designed to visually reflect the retail box designs of its relevant scooter packaging. When placed together the shifts in colour and angled display created a dynamic and exciting retail space - standing out in the middle of a very busy shopping centre. Alongside the individual units, Bigwave also created a looping animation to be played on large TV screens either side of the stand. Designed with constant movement, this video served to brand the store, showcase the products, and draw the eye of customers with eye catching transitions and changes in colour and motion. ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/DSC00349-wide-scaled.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/DSC00351-scaled.webp) --- ## Mytime Active 'Your Move' Campaign ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-MyTime-Jan-Campaign-Assets-Website-1.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The Challenge The “Your Move” campaign for Mytime Active was designed as a New Year initiative, aimed at driving fitness membership sales across two key regions: Bromley and the Midlands. The campaign focused on promoting memberships across six primary sites. In the Midlands, this included Hatchford Brook Golf Centre & Gym and Pype Hayes Golf Course & Gym. In Bromley, the featured sites were Biggin Hill Pool, Darrick Wood Swimming Pool, The Pavilion, and The Spa at Beckenham. ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Mytime-Jan-Campaign-Assets-Website-6-copy.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Our Approach The creative approach emphasised inclusivity and relatability, showcasing real people with normal body types rather than aspirational, hyper‑fit imagery. Alongside this, we employed a strong, punchy activation message designed to tap directly into New Year’s resolution momentum, helping the campaign cut through at a time when audience motivation is at its peak. To further differentiate Mytime Active from commercial gyms, we also incorporated hyperlocal geographical references throughout the creative. By using specific local town and area names across both regions, the campaign delivered a sense of familiarity and community connection at a scale that typical national operators rarely attempt. ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Mytime-Jan-Campaign-Assets-Website-3-copy.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-MyTime-Jan-Campaign-Assets-Website-5.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-MyTime-Jan-Campaign-Assets-Website-8.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) The campaign offered two compelling value propositions: **Bromley Sites** - 50% off your first month + no joining fee **Midlands Sites** - 30% off your first 3 months + no joining fee A key differentiator for Mytime Active was its charitable status, which allowed reinvestment into facilities and services, setting it apart from profit-driven competitors and local operators that offered only partial packages. Execution spanned multiple channels, including bus back advertising, out-of-home placements, bollard covers, flyers, posters, email campaigns, and both paid and organic social media. The overarching message positioned Mytime Active as a supportive, comprehensive fitness solution that makes it easy for anyone to start their health journey in the New Year. ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Mytime-Jan-Campaign-Assets-Website-5-copy.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Mytime-Jan-Campaign-Assets-Website-9-copy.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Mytime-Jan-Campaign-Assets-Website-8-copy.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Mytime-Jan-Campaign-Assets-Website-7-copy-1.webp) --- ## Newport Live Signage ![](https://bigwave.co.uk/wp-content/uploads/2025/05/105258-Newport-Signage-Case-Study-1-scaled.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Creating the branding & environmental signage at Newport Live's Station Gym Newport Live's Station site saw the development of high-impact graphic signage from concept to installation as well as a brand new logo & identity. The signage balances modern style with function. Some elements provide key information, while clever use of limited space ensures clear communication in both English & Welsh. ![](https://bigwave.co.uk/wp-content/uploads/2025/05/105528-Newport-Signage-Case-Study2-scaled.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The Former Space Newport Live Station is conveniently located opposite Newport Train Station and just a ten-minute walk from the city centre, after taking over the space of a former gym chain. It's in need of signage to attract locals and passersby, as well as functional signage to direct members where to park and enter the centre. The inside of the Station gym was in need of a new design to reflect Newport Live's bold identity, and work on a budget with what was available. ![](https://bigwave.co.uk/wp-content/uploads/2025/05/105528-Newport-Signage-Case-Study6-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/05/105528-Newport-Signage-Case-Study4-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/05/105528-Newport-Signage-Case-Study3-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/05/105258-Newport-Signage-Case-Study8-1-scaled.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The Brand Preceding their signage, Newport Live needed a new logo to reflect their identity and raise awareness in their locality. Keen for the logo to be accessible and strike the right masculine/femining balance, purple and green were chosen as their primary brand colours. These went on to influence the environmental design and allow Newport Live's strong branding to run consistently throughout their creative materials. ![](https://bigwave.co.uk/wp-content/uploads/2025/05/105258-Newport-Signage-Case-Study25-1-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/05/105258-Newport-Signage-Case-Study24-2-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/05/105258-Newport-Signage-Case-Study23-1-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The Final Result The finished signage at Newport Active’s Station site is bright, dynamic, and thoughtfully executed. With consistent branding throughout, the designs help to unify the site and enhance the customer's journey. The result is a clear, welcoming environment that reflects Newport Active’s energy and makes smart use of every available space. ![](https://bigwave.co.uk/wp-content/uploads/2025/05/105528-Newport-Signage-Case-Study11-scaled.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/05/105528-Newport-Signage-Case-Study14-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/05/105528-Newport-Signage-Case-Study17-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/05/105528-Newport-Signage-Case-Study19-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/05/105528-Newport-Signage-Case-Study9-scaled.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/05/105528-Newport-Signage-Case-Study16-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/05/105528-Newport-Signage-Case-Study13-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/05/105258-Newport-Signage-Case-Study22-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/05/105528-Newport-Signage-Case-Study21-scaled.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/05/105258-Newport-Signage-Case-Study28-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/05/105528-Newport-Signage-Case-Study15-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/05/105258-Newport-Signage-Case-Study27-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/05/105258-Newport-Signage-Case-Study31-scaled.jpg) --- ## NHBS Christmas Product Shoot ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-NHBS-Xmas-Product-Shoot2.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Driving festive sales through photography and paid media For the 2025 Christmas season, we partnered with NHBS to elevate their gifting range through high-quality product photography and a targeted Google Ads campaign tailored to the peak buying period. The goal was to create imagery and ad assets that showcased the quality and uniqueness of NHBS products while driving measurable engagement and conversions during one of the busiest retail periods of the year. ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-NHBS-Xmas-Product-Shoot3-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-NHBS-Xmas-Product-Shoot4-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-NHBS-Xmas-Product-Shoot5-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-NHBS-Xmas-Product-Shoot9.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Standing out in a competitive Christmas market The Christmas shopping period is highly competitive. NHBS needed assets that could: - Capture the spirit of gifting while reflecting their sustainable brand values - Deliver versatile imagery optimised for Google Ads and social media posts - Boost visibility and conversions during peak search and shopping activity We were tasked with photographing the gifting range and transformed these into a full suite of PPC assets optimised for Google Ads, as well as content for NHBS’ social channels. ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-NHBS-Xmas-Product-Shoot8-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-NHBS-Xmas-Product-Shoot7-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-NHBS-Xmas-Product-Shoot6-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-NHBS-Xmas-Product-Shoot10.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## What we delivered - Professional product photography for key Christmas gift categories - Full suite of Google Ads creatives across formats - Flexible assets for social posts to engage audiences organically - Data-driven campaign strategy and optimisation - ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-NHBS-Xmas-Product-Shoot22.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Results We’re proud to report a **strong performance** throughout the winter gifts sale period, with key highlights: - **Click-Through Rate (CTR)** increased by **3.18%** during peak weeks - **Conversion Rate** from PPC traffic reached **3.03%** - **Return on Ad Spend (ROAS)** exceeded target by **£7.70** These results demonstrate that thoughtful creatives + intelligent media strategy drives performance even in competitive seasonal windows. ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-NHBS-Xmas-Product-Shoot20-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-NHBS-Xmas-Product-Shoot18-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-NHBS-Xmas-Product-Shoot19-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-NHBS-Xmas-Product-Shoot14-1.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-NHBS-Xmas-Product-Shoot12-1.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-NHBS-Xmas-Product-Shoot11-1.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-NHBS-Xmas-Product-Shoot-1.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-NHBS-Xmas-Product-Shoot16.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-NHBS-Xmas-Product-Shoot15.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## About NHBS [NHBS](https://www.nhbs.com/) has a straightforward mission, to contribute to the conservation, protection, and unintrusive monitoring of plant and animal life. They’re environmentally aware, supportive of the natural world, and are proud advocates for safeguarding habitats and celebrating the beauty and wonders of nature. They achieve this mission by educating their audience, providing their customers with the resources they need to carry out their hobbies and research appropriately, and attempting to introduce people to the conservation and wildlife-watching world for the first time. These values line up perfectly with ours at Bigwave. Being pro-nature and eco-friendly, NHBS share our vision (demonstrated by our B Corp status) for a more sustainable world and a safer environment for all. --- ## NHBS Totnes Shoot ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-NHBS-Totnes-Shoot-Case-Study19.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Strengthening NHBS’s Product Offering Through Photography We partnered with NHBS to elevate their commercial range through timeless, high-quality photography that captures authenticity and real-world use. The result is a curated image library that showcases the quality and uniqueness of NHBS’ products, designed as evergreen content for long-term use. ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-NHBS-Totnes-Shoot-Case-Study11-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-NHBS-Totnes-Shoot-Case-Study8-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-NHBS-Totnes-Shoot-Case-Study20-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-NHBS-Totnes-Shoot-Case-Study6.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The brief NHBS wanted a collection of photos that: - Demonstrated confidence and ease in using the equipment in its intended natural setting - Reflected their responsible environmental values and passion for the natural world - Showed the high-quality and specialist offering of their wildlife, ecology and conservation equipment and books - Portrayed timelessness in the use of products essential for longer term research projects We were tasked with photographing a core product range that could supply content for future NHBS campaigns and provide imagery for their ongoing social media presence, taking into consideration all marketing channels and size ranges.![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-NHBS-Totnes-Shoot-Case-Study7-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-NHBS-Totnes-Shoot-Case-Study24-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-NHBS-Totnes-Shoot-Case-Study4-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-NHBS-Totnes-Shoot-Case-Study2.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Lifestyle photography Within our photo shoot of NHBS products we captured equipment and merchandise in a beautiful and authentic setting, sparking customers' imaginations and connecting with nature. NHBS were keen to set the shoot locations, using models from their team (and from ours!), taking advantage of the beautiful and abundant nature of NHBS and Bigwave's locality of the South Hams, Devon to serve as fitting backdrops for their range of wildlife products.![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-NHBS-Totnes-Shoot-Case-Study-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-NHBS-Totnes-Shoot-Case-Study13-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-NHBS-Totnes-Shoot-Case-Study12-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-NHBS-Totnes-Shoot-Case-Study17.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Product-focused photography We shot a core range which focused in on real-world usage of NHBS products, showcasing the functional specifications such as size and setup, as well as their connections with the natural habitats they are intended to be used in.![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-NHBS-Totnes-Shoot-Case-Study3-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-NHBS-Totnes-Shoot-Case-Study22-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-NHBS-Totnes-Shoot-Case-Study5-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-NHBS-Totnes-Shoot-Case-Study23.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Outcome So far we've incorporated this photography in several Paid Media campaigns, including Black Friday sales and Christmas promotions, from which we’re proud to report a **strong performance** for PPC, with: - **94,351** Impressions - **£6.56** Cost per Conversion - A conversion rate of **4.56%** NHBS are happy with their resulting photo library, and plan to use the photos in future PPC campaigns, including promotions of their nest boxes in the immediate future.![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-NHBS-Totnes-Shoot-Case-Study14-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-NHBS-Totnes-Shoot-Case-Study15-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-NHBS-Totnes-Shoot-Case-Study16-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-NHBS-Totnes-Shoot-Case-Study25-2.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-NHBS-Totnes-Shoot-Case-Study26-1.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-NHBS-Totnes-Shoot-Case-Study27-1.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-NHBS-Totnes-Shoot-Case-Study28-1.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-NHBS-Totnes-Shoot-Case-Study30-1.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-NHBS-Totnes-Shoot-Case-Study29-1.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-NHBS-Totnes-Shoot-Case-Study31-1.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## About NHBS [NHBS](https://www.nhbs.com/) has a straightforward mission, to contribute to the conservation, protection, and unintrusive monitoring of plant and animal life. They’re environmentally aware, supportive of the natural world, and are proud advocates for safeguarding habitats and celebrating the beauty and wonders of nature. They achieve this mission by educating their audience, providing their customers with the resources they need to carry out their hobbies and research appropriately, and attempting to introduce people to the conservation and wildlife-watching world for the first time. These values line up perfectly with ours at Bigwave. Being pro-nature and eco-friendly, NHBS share our vision (demonstrated by our B Corp status) for a more sustainable world and a safer environment for all. --- ## Northcote Manor ![](https://bigwave.co.uk/wp-content/uploads/2023/10/Screenshot-2023-10-30-105523.png) ![](https://bigwave.co.uk/wp-content/uploads/2023/10/Screenshot-2023-10-30-105546.png) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## New Hospitality Website Northcote Manor is a hotel and spa located in the rolling countryside of North Devon. With web design and technology constantly advancing, it was time for Northcote Manor’s website to undergo a big refresh. They also desired a full review of their web content and wanted to improve its SEO value. We proposed a bespoke design and build that would give a vibrant and enticing feel, whilst honouring the elegance and history of Northcote Manor. What’s more, it would enable Northcote to show off their new modern spa facilities for the use of hotel visitors and spa members alike. ![](https://bigwave.co.uk/wp-content/uploads/2023/10/northote.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Our Solution Using the world’s most popular content management system – WordPress – we built a series of bespoke Gutenberg ‘blocks’ to provide easy and flexible management of the website’s pages. Our content team set about writing content to populate these new pages to improve their SEO value and provide genuine benefit to the user. We also created a series of icons to enhance the clarity of information presented to the user, such as in the bedrooms where Northcote wanted to display highlights such as being ‘dog friendly’. We also wanted to improve the user journey, as much of the content on the old website was difficult to find. We constructed a clear navigation for users to reach each of the key offerings of the hotel and spa, whilst keeping the booking link in view at the top of the screen. Some key improvements made included an easier hotel booking journey, a new elegant spa section and a stronger visual impact overall. --- ## Nourish Café ![](https://bigwave.co.uk/wp-content/uploads/2024/09/105132-Nourish-Cafe-Case-Study-Visuals17.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Creating a Fresh Identity for a Leisure Centre Café Nourish Café, located within the Xcite Craigswood Leisure Centre, sought a vibrant and welcoming brand identity that aligned with its goal of promoting health and wellbeing. The café aimed to stand out in a lively setting while encouraging healthy living and supporting the overall ethos of the leisure centre. ![](https://bigwave.co.uk/wp-content/uploads/2024/09/105132-Nourish-Cafe-Case-Study-Visuals8-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2024/09/105132-Nourish-Cafe-Case-Study-Visuals6-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2024/09/105132-Nourish-Cafe-Case-Study-Visuals13-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2024/09/105132-Nourish-Cafe-Case-Study-Visuals14.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The Logo At the heart of the brand identity is a modern, clean logo that embodies the café’s focus on health and wellbeing. The logo features a symbol made from three coffee beans, representing nourishment and vitality, in line with the café’s mission to promote healthy living for leisure centre visitors. The design is minimalist, giving it a contemporary feel while ensuring versatility across various mediums. ![](https://bigwave.co.uk/wp-content/uploads/2024/09/105132-Nourish-Cafe-Case-Study-Visuals19.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2024/09/105132-Nourish-Cafe-Case-Study-Visuals11-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2024/09/105132-Nourish-Cafe-Case-Study-Visuals5-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2024/09/105132-Nourish-Cafe-Case-Study-Visuals12-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2024/09/105132-Nourish-Cafe-Case-Study-Visuals3.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## A Sophisticated Palette with a Touch of Luxury The colour palette consists of a soft turquoise paired with a deep navy blue, deep brown and gold. The palette remains grounded and sophisticated and touches of gold are introduced to add warmth and a subtle sense of luxury. ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## A Modern Typeface with an Elegant Touch The typographic choices for Nourish Café balance modernity with clarity. The primary typeface, Arbitek Light, was chosen for its clean, structured form, lending a sense of elegance and simplicity to the brand. As a secondary font, ITC Avant Garde Gothic Pro Book complements this with its geometric feel, ensuring readability and creating a harmonious visual hierarchy across signage, menus, and digital platforms. ![](https://bigwave.co.uk/wp-content/uploads/2024/09/105132-Nourish-Cafe-Case-Study-Visuals16.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2024/09/105132-Nourish-Cafe-Case-Study-Visuals15.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## A Versatile Pattern for Enhanced Brand Recognition To extend the brand’s versatility, we created a seamless pattern derived from the logo’s coffee-bean symbol. This pattern provides a flexible visual tool that can be applied across multiple brand assets, from packaging to interiors and digital collateral. Whether used subtly in the background of menus or boldly on takeaway cups, the pattern reinforces brand recognition while remaining adaptable to various touchpoints. ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Conclusion The completed branding for Nourish Café at Xcite Craigswood Leisure Centre delivers a cohesive visual identity that aligns with the café’s mission of creating a calming, welcoming environment. By combining clean modern design elements with meaningful symbols, a thoughtful colour palette, and flexible typography, the brand now stands as a distinctive feature within the leisure centre, offering a place to relax for its visitors. ![](https://bigwave.co.uk/wp-content/uploads/2024/09/105132-Nourish-Cafe-Case-Study-Visuals4.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2024/09/105132-Nourish-Cafe-Case-Study-Visuals22.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2024/09/105132-Nourish-Cafe-Case-Study-Visuals-1.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2024/09/105132-Nourish-Cafe-Case-Study-Visuals20.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2024/09/105132-Nourish-Cafe-Case-Study-Visuals2-1.jpg) --- ## Opening new doors for ADS Windows ![](https://bigwave.co.uk/wp-content/uploads/2023/10/ads-screenshot-1.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/10/Optima-Profile-22-Chartwell-Green-UPVC-french-doors-back-of-house-505x326.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The goal Like many businesses, ADS was looking for ways to grow exponentially by increasing their leads and search ranking. However, in a specialised market that offers products and services to meet very specific needs, it was important to build up a good online presence that will drive the right audience to their business. ![](https://bigwave.co.uk/wp-content/uploads/2023/10/ads-soclai-3.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/10/ads-soclai-2.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The strategy Through a local Search Engine Optimisation (SEO) strategy managed on a monthly basis, Bigwave have been able to implement several content and page optimisations to ADS’s website, which has helped to increase their search traffic. We also used directory and citation building and offsite link building strategies to focus on rankings for larger towns and cities within their service area. ### Linking up with Social Media Dovetailed with PPC campaigns, we could directly target people looking for new windows, doors, or conservatories and use social media as a technique to grow ADS’s following and increase reach through posting consistent informative content. For example, by showcasing previous work and client testimonies and responding to audience comments we are also building trust and increasing people’s engagement with the brand. ![](https://bigwave.co.uk/wp-content/uploads/2023/10/White-Patio-Doors-683x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/10/Optima-Profile-22-White-UPCS-Double-door-slider-505x326.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The results ### The sky's the limit Over a period of two years and as a result of Bigwave’s continued work to increase ADS’s digital presence and keeping it up to date, we have achieved an increase of more than 80% in their website’s traffic from search engines and a more than 860% increase in contact form enquiries from the same source. Enquiries are now at such a level ADS are reorganising their internal processes to meet demand and maintain service levels. --- ## Paid Media Tourism Marketing For Seafood Festival ![](https://bigwave.co.uk/wp-content/uploads/2024/04/download-2.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The English Riviera BID Company **Who are The English Riviera Bid Company?** Launched in January 2017 the English Riviera BID Company is a private sector led, not-for-profit limited company focused on promoting and driving Tourism and Business in the South West. Businesses within the Business Improvement District (BID) collaborate to ensure the best possible allocation of resources to fund additional services to promote growth within the Tourism industry. **How vital is Destination Marketing in ensuring the continued flourishing of local economies?** ‘’The ERBID Company has a proven track record. Visitors are essential to our local economy and we all need to be investing in Destination Marketing so that our region can compete with our UK and international destinations. No business alone can deliver this – we need an experienced team and a good budget to invest strategically, year after year. I believe absolutely in the need for the continuation of the ERBID.’’ – Alex Foley, Owner Of Guardhouse Cafe, Brixham The English Riviera Bid Company trusts Bigwave as its tourism marketing partner to provide multichannel marketing strategy and management to ensure the continued success of events run to drive growth in the South West. ![](https://bigwave.co.uk/wp-content/uploads/2024/04/800d229d87beada8a2e9c541252d5ec8f7042a2eaa34292cfd9656112ee59745.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Building Awareness via PPC Tourism Marketing For The Seafood Feast An existing long standing client, we were experienced in the challenges and objectives involved with Tourism Marketing and how best to deliver a campaign to drive awareness. The ERBID Company wanted to promote the much-loved and long established Seafood Festival for 2023 to ensure as many people had the opportunity to enjoy the events and produce available. With the primary objective being to get as many people involved in the Seafood Feast as possible, any campaign was going to be underpinned with a brand awareness and local engagement focus, closely supported by channels deployed to facilitate the generation of conversions for events with a booking element. ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Carefully Targeted Ads To Reach Those Most Likely To Convert ### Google Search We crafted Google Search ads in order to target users at the point of high intent web searching – two ad groups each targeting a different cluster of keywords to best **reach target users already searching with intent** for what the Seafood Feast would provide to them. ![](https://bigwave.co.uk/wp-content/uploads/2024/04/Screenshot-2024-02-19-115404.png)### Google Display Highly relevant audience targeting was implemented for our ads served on the Google Display Network, this ensured visibility and brand awareness was driven by serving the ads to users with interests such as Seafood City and Fish Market, and similar events such as Dartmouth Food Festival and Dorset Seafood Festival. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/Picture8-300x249.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/Picture9.jpg) ### Youtube ### ![](https://bigwave.co.uk/wp-content/uploads/2025/01/Picture7.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/Picture6.jpg) ### Meta Facebook Traffic ads were created to generate as much traffic to the ERBID Co’s Seafood Feast site as possible. We implemented highly specific interest targeting using Facebook’s audience data to ensure the ads would only be seen by users most likely to be engaged with the content, keeping the costs on ad spend as low as possible. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/Picture1.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/Picture3.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2024/04/Screenshot-2024-02-19-114428.png) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Over 1 Million Impressions & 10k Clicks Generated With the campaign overall generating more than 1 Million Impressions and 10k Clicks, the objective of driving brand/event awareness was a success. In addition to this, each channel outperformed forecasts in contributing to traffic. - The Meta ads reached a total of 144k distinct users - Google Search ads maintained a CTR of more than 20% - Youtube ads generated over 18k View Throughs - Google Display ads generated over 5k Clicks ![](https://bigwave.co.uk/wp-content/uploads/2024/04/download-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2024/04/download-1-1536x864-1-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2024/04/91e3ddbe3da37821e0b4a07c04a9011ceaafcc83e3b22eed3df6b39844731fc6-909x1024-1-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2024/04/6ec0ba30d70a0ab317dd3b32bb7f143149ec420922505f4cf1c30ccbce24c02b-730x800.jpg) --- ## Paignton zoo ![](https://bigwave.co.uk/wp-content/uploads/2023/10/pz-home.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## A wild new website Their main objective was to generate revenue by selling tickets and special products such as animal adoptions, animal experiences and annual passes. Later, an online gift shop would be introduced, allowing customers to purchase items you would find at the zoos themselves. All of this would need to be achieved by attracting new and existing visitors with engaging content, imagery and updates that could be easily found and navigated by users. Our first task was to move the websites from their old third-party CMS to WordPress so that we could streamline the three sites (including WPT). From here, we could create a set of websites that would grow with the Trust and would be easy to maintain and update for all involved parties. Using the brand guidelines, our team designed the new websites to utilise the bright and bold colours, along with distinctive shapes and animations, to create that family-fun feeling you would find at the zoo. For example, we used cut-out images of the animals to make them ‘pop’ out of the screen and gave them movement to add interest. Important links, such as ‘Buy Tickets’, ‘Newsletter Sign Up’, and ‘Online Shop’ were pinned in prominent locations on all device types, to signpost the user no matter where they were on the website. During the build, we worked with third-party vendors to create a seamless journey to ticket and shop purchases, by providing our design elements so that they could skin their own platforms to look and feel the same as the main websites. Doing this made the journey to ticket purchase less jarring, which can help improve user trust in an increasingly wary online world. ![](https://bigwave.co.uk/wp-content/uploads/2023/10/zoo-2-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/10/wpt-logo.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/10/switcher.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Our solution Striking visuals are one thing, but SEO is also very important to the Zoos. Our SEO team fed heavily into the site structure and navigation before the build, making sure the user journeys were simple to follow and the content was easy to find. Once the sites were complete, our SEO team conducted their go-live procedures to ensure all value would be carried forward at launch. ## The Results ![](https://bigwave.co.uk/wp-content/uploads/2023/10/Animal-finder.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/10/zoo-1.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/10/zoo-2.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/10/zoo-1-1.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/10/wpt-head.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/10/newquay-head.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/10/paignton-head.webp) --- ## PHSC PLC Group Support ![](https://bigwave.co.uk/wp-content/uploads/2023/10/iso-13485-consultancy-training-1.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The goal PHSC came to Bigwave with a desire for digital transformation and to increase their online visibility with an expressed interest in Search Engine Optimisation. Following an initial SEO audit of the website we identified several issues with the content and the platform. With these findings in hand, we designed an SEO strategy that would establishing a solid foundation for their digital marketing efforts. We had some excellent results early with achieving a **50 – 70% organic traffic increase in the first few months.** ![](https://bigwave.co.uk/wp-content/uploads/2023/10/Screenshot-2023-10-27-161342.png) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The strategy With the Corona Virus lockdown in full swing, we identified several opportunities, through keyword research, to deploy organic lead generation campaigns. With the help of the knowledgeable PHSC consultants to create downloadable resources, amazing content, and our optimisation we achieved excellent results in a very short time frame. ![](https://bigwave.co.uk/wp-content/uploads/2023/10/Screenshot_aaa.png) ![](https://bigwave.co.uk/wp-content/uploads/2023/10/Screenshot_aa.png) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The results Increase in Traffic, Increase in Qualified Leads ![](https://bigwave.co.uk/wp-content/uploads/2023/06/quotes.png) We’ve successfully help businesses just like yours create and release their own podcast series. Here's what PKF Francis Clark had to say about our service... After a comprehensive tender exercise Bigwave media became our chosen partner to support all the companies within the PHSC plc group. We have been working together following a prioritised action plan to address the areas of highest priority, and to further improve standardised branding throughout the subsidiaries within our group. We have supplemented this with targeted and bespoke 1-1 training for key people within each subsidiary so we can effectively work on the simpler aspects of improvements whilst relying on the support of Bigwave media for the more complex improvements. This has given us a better level of ownership over our own website development and ability to respond to quick and easy changes as and when needed. Nicola Coote - Director --- ## PKF Francis Clark: Business Noodles Animations ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The podcast. For the past several years PKF Francis Clark have produced a podcast that explores the secrets of business success with leading entrepreneurs and business owners. In the Business Noodles podcast, host Mark Greaves talks to entrepreneurs, leaders and business owners who’ve built successful businesses, finds out what drives them, and what they’ve learned along the way. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/Still-5-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/Still-4-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/Still-3-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) Guests have included Dave Harland from the Eden Project, Charles Courtenay, the Earl of Devon, Adam Henson and Duncan Andrews from Cotswold Farm Park, Helen Moss from Paramount Pictures and Michael Caines MBE from Lympstone Manor Estate. Listen to the podcasts here: ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The animations. Bigwave's responsibilities extended beyond editing and producing the podcasts; we also crafted engaging animated trailers to promote each new episode. These trailers highlighted entertaining or intriguing moments from the podcasts, bringing them to life through animation. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/Trailer-Still.jpg) --- ## Plymouth Active ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Plymouth-Active-20249.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Dynamic Photography for a Community Hub Bigwave collaborated with Plymouth Active to capture the vibrant energy of the newly refurbished Plymouth Life Centre. Our goal was to produce a versatile portfolio that highlights the facility’s enhanced features, diverse offerings, and community spirit. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Plymouth-Active-2024.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Gym and eGym Photography Images of the newly refurbished gym, featuring the innovative eGym equipment, showcased its fresh design and cutting-edge approach to fitness, reflecting the centre’s dedication to offering a modern and welcoming space for all users. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Plymouth-Active-202425-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Plymouth-Active-20243-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Plymouth-Active-20244-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Plymouth-Active-202413.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Swimming Classes We captured dynamic moments from aqua aerobics and children’s swimming lessons, highlighting the inclusive and family-friendly atmosphere. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Plymouth-Active-202414-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Plymouth-Active-202416-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Plymouth-Active-202415-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Plymouth-Active-202417.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Climbing and Activities Photos of the climbing wall and other activities showcased the Life Centre as a hub for adventure and recreation, highlighting its appeal to individuals of all ages and skill levels with diverse and exciting experiences. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Plymouth-Active-202418-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Plymouth-Active-202419-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Plymouth-Active-202420-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Plymouth-Active-202431.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Members in Action We captured dynamic and engaging shots of members enjoying the bowls facilities, highlighting the lively atmosphere, camaraderie, and skillful play. The vibrant energy of the participants and the beautiful surroundings were showcased in every frame, creating a compelling visual story of community and sportsmanship. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Plymouth-Active-202428-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Plymouth-Active-202429-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Plymouth-Active-202430-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Plymouth-Active-20245.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Lifestyle Shots Lifestyle imagery of classes and members in action brought the community-focused ethos of the centre to life. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Plymouth-Active-20246-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Plymouth-Active-202410-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Plymouth-Active-20248-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Plymouth-Active-202426-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Plymouth-Active-202424-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Plymouth-Active-202423-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Plymouth-Active-202427-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Plymouth-Active-202421.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Outcome The vibrant collection of images has been used across Plymouth Active’s marketing channels, effectively promoting the Life Centre as a premier destination for fitness, fun, and community engagement. --- ## Proven Ecommerce Growth: £16 ROAS Black Friday Campaign by a Specialist Marketing Agency ![Black Friday](https://bigwave.co.uk/wp-content/uploads/2026/02/SQUARE4.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Black Friday Campaign Q4 is typically the highest revenue-generating quarter for ecommerce brands, with Black Friday standing out as one of the most important opportunities to maximise both sales volume and profitability. Competition is at its peak during this period, making a clear, data-led paid media strategy essential for success. To capitalise on heightened consumer demand, we delivered a focused four-day Black Friday campaign across Google Performance Max, YouTube, Meta and Instagram. By aligning high-intent audiences with compelling creative and efficient budget allocation, the campaign drove exceptional performance, achieving a £16 return for every £1 spent and demonstrating how a well-executed multi-channel approach can unlock profitable e-commerce growth. ![](https://bigwave.co.uk/wp-content/uploads/2026/02/GOOGLE-PORTRAIT-4.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The Offer The campaign was built around a compelling Black Friday offer, promoting up to 60% off selected products alongside a sitewide 20% discount. This tiered incentive structure allowed us to appeal to both high-intent shoppers looking for standout deals and broader audiences motivated by storewide savings. We crafted platform-specific creative that highlighted the strength of the offer and drove urgency. Aggressive promotions, precise targeting, and smart budget allocation across Google Performance Max, YouTube, Meta, and Instagram captured peak Black Friday demand while maintaining strong profitability. ![](https://bigwave.co.uk/wp-content/uploads/2026/02/GOOGLE-PORTRAIT-3.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The Strategy With a £2.5K budget across the four-day sale period, our focus was on maximising purchase volume while maintaining efficiency. Decisions were guided by performance data and historical insights. We combined high-performing remarketing audiences with scalable prospecting segments to re-engage existing users and attract new, high-intent shoppers. On Google Performance Max, we leveraged automated bidding and asset optimisation to capture bottom-of-funnel demand across Search, Shopping, Display, YouTube and Discover placements, prioritising users most likely to convert. On Meta, we implemented Advantage+ Shopping campaigns with a purchase-focused objective, enabling the platform’s machine learning to dynamically serve product-led ads to users most likely to complete a transaction. Creative and messaging were aligned with the promotional offers to drive urgency and encourage immediate action directly from the ads. This multi-channel, full-funnel strategy ensured consistent exposure across key touchpoints, maximised reach during peak demand, and supported strong purchase intent, contributing to the campaign’s exceptional £16 ROAS. ![Black Friday image](https://bigwave.co.uk/wp-content/uploads/2026/02/CE-CAMO-DISCOUNT.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2026/02/SQUARE1.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2026/02/SQUARE3.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2026/02/WEEKENDER-OFFER.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The Results Thanks to the compelling Black Friday offer combined with our data-led, multi-channel marketing strategy, the campaign delivered outstanding commercial performance over the four-day period. Across all paid marketing channels, including **Google** and **Meta Platforms**, the campaign generated a total of **348 orders** and drove over **£75,000 in revenue**, demonstrating strong purchase intent and high conversion efficiency. Most notably, the activity achieved an exceptional **£16 return on ad spend**, reinforcing the effectiveness of our audience targeting, creative execution, and budget allocation. The results clearly show how a focused Black Friday strategy, executed across the right channels, can unlock scalable and highly profitable ecommerce growth. To find out more about [how we achieved £1Million sales in 2024](/okf/case-study/fashion-apparel-marketing-agency.md) **Want to learn more?** Discover our [PPC services](/okf/page/ppc-exeter.md) and see how we help businesses drive measurable results. **Ready to get started?** Explore our [PPC management packages](/okf/page/ppc-management-agency.md) and find the right fit for your business. --- ## Red One Ltd Website ![](https://bigwave.co.uk/wp-content/uploads/2025/08/Red-One_mock-up.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/08/red-one-logo.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The goal Working with Red One Ltd, our Website Development team was tasked with designing and building a brand-new website to achieve these key objectives: 1. A refreshed and modern visual design in line with Red One’s strong brand identity 2. Make course information easily accessible and consistent across all pages 3. Streamline the content management system to make it easily editable in the future ![](https://bigwave.co.uk/wp-content/uploads/2025/08/course-page.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/08/water-safety.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Our Solution A major focus for this project was ensuring that users could access course information quickly and intuitively. To achieve this, we developed structured course page templates with standardised layouts. This not only improves the user experience through consistency and clarity, but also simplifies the process of creating and editing course content for Red One’s internal team. In terms of design, our team delivered a modern, professionally aesthetic website that remains true to Red One’s bold visual identity. The brand’s signature red is used strategically to draw attention to important elements, while a complementary dark grey palette provides balance and clarity. Behind the scenes, we developed a streamlined WordPress CMS tailored to Red One’s needs. This makes updating course details, adding new pages, and managing content significantly easier and faster for the team moving forward. ![](https://bigwave.co.uk/wp-content/uploads/2023/06/quotes.png) Here's what Red One Ltd had to say about working with us. We engaged Bigwave to help us overhaul and improve our website to increase speed and ease of use for potential customers. Laura and Emily really grasped an understanding of our business, were receptive and accommodating of our requirements and delivered a website that not only delivers what we asked but cleverly incorporates our company branding. Alison Hasbrig-Hartley - Finance Director [Red One Ltd](https://red1ltd.com/) ![](https://bigwave.co.uk/wp-content/uploads/2025/08/course-hub-page.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/08/job.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The results The result is a dynamic new WordPress website that reflects Red One Ltd’s brand, improves navigation, and enhances the user experience. With clear, consistent page structures and a simplified CMS, Red One’s team now enjoys greater efficiency and control when managing their content. --- ## Reformer Pilates Advertising Strategy: Paid Media ![](https://bigwave.co.uk/wp-content/uploads/2026/01/DSC04536.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The Client [YMCA St Paul’s Group](https://ymcastpaulsgroup.org/) is a charity that operates across London and beyond, empowering young people and communities by providing the support, spaces and opportunities they need to thrive. Through fitness studios, sport and recreation facilities, and welcoming community hubs, they create inclusive environments that promote wellbeing and long-term positive impact. One of the newest additions to their services is the launch of three modern Reformer Pilates studios in Wimbledon, Surbiton and Hawker, Kingston. Designed to support both seasoned Pilates enthusiasts and those new to Reformer Pilates, the boutique fitness studios offer an inclusive and welcoming space for people at every stage of their wellness journey. ![](https://bigwave.co.uk/wp-content/uploads/2026/01/Case-Study-4-1.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The Goal The aim of the Reformer Pilates advertising campaign was to introduce new audiences to YMCA St Paul’s Group and increase awareness of their studios through a cost-effective Black Friday promotion. By tapping into the growing demand for Reformer Pilates, the campaign set a clear target of 60 sales across the three studios, with the intention of converting new customers into long-term members and building lasting engagement beyond the brief campaign period. ![](https://bigwave.co.uk/wp-content/uploads/2026/01/26-03-25-YMCA-Hawker-162.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The Strategy Ads on Meta and Google Performance Max were used to deliver a highly targeted campaign tailored to each studio location during a highly competitive Black Friday period. The targeting strategy was built around YMCA St Paul’s Group’s ideal Reformer Pilates customer, supported by insights from previous campaign performance, to ensure the campaign reached audiences most likely to convert. Insights from earlier campaigns showed that offer-led creative consistently outperformed more brand-focused messaging, driving a higher volume of conversions at a lower cost per acquisition. Acting on this insight, Bigwave developed bold Black Friday creative that leaned heavily into the offer, using clear and direct messaging to cut through the noise and create urgency amongst users. ![](https://bigwave.co.uk/wp-content/uploads/2026/01/Case-Study-5.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The Results Thanks to the compelling offer, creative strategy, and reactive optimisation, the Reformer Black Friday campaign exceeded expectations across all three studios. YMCA St Paul’s Group significantly surpassed their sales targets, achieving 162 new customers, more than 100 above the original target of 60. Learnings from this success have since shaped a refined strategy, giving Bigwave and YMCA St Paul’s Group confidence that targets will be exceeded again in the January 2026 Reformer Pilates campaign. ![](https://bigwave.co.uk/wp-content/uploads/2023/06/quotes.png) Here's what YMCA St Paul's Group had to say about our service Our experience working with Bigwave has been highly positive. The team consistently demonstrated strong strategic insight, prompt responsiveness, and a clear commitment to progressing campaigns to launch, even when initial challenges resulted in delays. As a charity, effective budget management is essential, and we greatly valued Bigwave’s careful consideration of this throughout the project. Their collaborative approach ensured that campaign impact was maximised while remaining within agreed financial parameters. We appreciate the professionalism, reliability, and partnership Bigwave has brought to our work together. **Sarah May Kershaw & Davina Travis** ***Head of Communications and External Relations & Marketing Business Partner*** [YMCA St Paul's Group](https://ymcastpaulsgroup.org/) **Want to learn more?** Discover our [PPC services](/okf/page/ppc-exeter.md) and see how we help businesses drive measurable results. **Ready to get started?** Explore our [PPC management packages](/okf/page/ppc-management-agency.md) and find the right fit for your business. --- ## SCREEN at Drupa 2024 ![](https://bigwave.co.uk/wp-content/uploads/2025/02/105258-Case-Study-SCREEN-at-DRUPA-2024_1-scaled.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Creating An Iconic Image Bigwave partnered with SCREEN Europe to create an iconic image as the centrepiece of their marketing for Drupa 2024, along with designing all artwork for their exhibition stand. Drupa is the world's leading trade fair for printing technologies, held every four years in Düsseldorf, Germany, showcasing the latest innovations in print, packaging, and industrial production. ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Concept Development The use of abstract paint textures was explored to create a dynamic and artistic visual identity for SCREEN. This approach symbolised creativity and innovation while reflecting the fluidity and precision of modern digital printing. To reinforce SCREEN’s focus on AI, automation, and building for the future, tech-inspired elements were incorporated, creating a sense of motion and progress. ![](https://bigwave.co.uk/wp-content/uploads/2025/02/105258-Case-Study-SCREEN-at-DRUPA-2024_2-scaled.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/02/105258-Case-Study-SCREEN-at-DRUPA-2024_3-scaled.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The Chosen Design The chosen concept centred around using CMYK colours to emphasise SCREEN's core printing expertise, while incorporating abstract elements and variation to ensure flexibility across different assets. The design’s versatility ensured that it would tie together seamlessly, remaining instantly recognisable regardless of the application. Additionally, the vibrant colours complemented the white backgrounds that SCREEN favours for their minimalistic aesthetic, ensuring a clean, modern look that aligned perfectly with their brand identity. ![](https://bigwave.co.uk/wp-content/uploads/2025/02/105258-Case-Study-SCREEN-at-DRUPA-2024_4-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/02/105258-Case-Study-SCREEN-at-DRUPA-2024-v2_6-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Creating Artwork Full-scale, high-resolution designs were developed for all walls and signage suspended above the stand. This included 3D mockups for labels and applications, allowing clients visiting the stand to understand and visualise the features of each machine. The designs were carefully crafted to ensure that every area effectively showcased SCREEN’s various machines and their capabilities. ![](https://bigwave.co.uk/wp-content/uploads/2025/02/105258-Case-Study-SCREEN-at-DRUPA-2024-v2_7-scaled.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/02/105258-Case-Study-SCREEN-at-DRUPA-2024_8-scaled.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Visualising The Stand In 3D 3D visuals were created to give the client an accurate sense of how the designs would look and scale within the exhibition space. These 3D renderings allowed the team to visualise the overall layout and placement of elements, ensuring that the artwork, signage, and machines would be seamlessly integrated, and helping the client gain a clear understanding of the final look before implementation. ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Creating Visuals For The Client For the resort's Halloween event, we created a customised logo that encapsulates the spooky yet family-friendly atmosphere of the trail. Additionally, we designed clue cards and trail boards, ensuring a cohesive and engaging experience for participants. ![](https://bigwave.co.uk/wp-content/uploads/2025/02/105258-Case-Study-SCREEN-at-DRUPA-2024_9-scaled.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/02/105258-Case-Study-SCREEN-at-DRUPA-2024_11-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/02/105258-Case-Study-SCREEN-at-DRUPA-2024_10-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/02/105258-Case-Study-SCREEN-at-DRUPA-2024_12-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Final Result Understanding the importance of weddings as a significant aspect of The Mole Resort’s offerings, we designed a wedding brochure that exudes romance and sophistication. The layout showcases stunning venue photography and information, providing prospective couples with a comprehensive guide to planning their special day at the resort. ![](https://bigwave.co.uk/wp-content/uploads/2025/02/105258-Case-Study-SCREEN-at-DRUPA-2024-v2_13-scaled.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/02/105258-Case-Study-SCREEN-at-DRUPA-2024-v2_14-scaled.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/02/105258-Case-Study-SCREEN-at-DRUPA-2024-v2_16-scaled.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/02/105258-Case-Study-SCREEN-at-DRUPA-2024-v2_17-scaled.jpg) --- ## SCREEN at LabelExpo ![](https://bigwave.co.uk/wp-content/uploads/2026/02/61710-Bigwave-Portfolio-Updates-2526-SCREEN-at-LabelExpo-2025-Case-Study_2-scaled.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Partnering with SCREEN Europe SCREEN Europe partnered with Bigwave Marketing to design the graphics for their 500sqm exhibition stand at LabelExpo 2025. The project required creating a cohesive visual identity across a range of stand areas, including hospitality zones, meeting rooms and a striking reception space with large-format backlit displays. Working closely with multiple stakeholders, the team delivered a polished, premium look that elevated the brand and created an impactful visitor experience. ![](https://bigwave.co.uk/wp-content/uploads/2026/02/61710-Bigwave-Portfolio-Updates-2526-SCREEN-at-LabelExpo-2025-Case-Study_3-copy-scaled.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Creating An Iconic Image To support SCREEN’s ambition to create an ‘Iconic Image’ that could be used across both their exhibition stand and wider campaign assets, we developed a vibrant and meticulously detailed illustration of a hummingbird. Chosen for its natural elegance and precision, the hummingbird reflects the accuracy and high‑quality performance associated with SCREEN’s technology. Its bright, impactful design translated beautifully when reproduced at scale for the stand graphics, while also providing a memorable and cohesive visual that strengthens the brand’s presence across all marketing materials. ![](https://bigwave.co.uk/wp-content/uploads/2026/02/61710-Bigwave-Portfolio-Updates-2526-SCREEN-at-LabelExpo-2025-Case-Study_4.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/02/61710-Bigwave-Portfolio-Updates-2526-SCREEN-at-LabelExpo-2025-Case-Study_5.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/02/61710-Bigwave-Portfolio-Updates-2526-SCREEN-at-LabelExpo-2025-Case-Study_6.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/02/61710-Bigwave-Portfolio-Updates-2526-SCREEN-at-LabelExpo-2025-Case-Study_23-scaled.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Visualising The Stand In 3D To help SCREEN clearly visualise how the stand graphics would appear in the final space, we overlaid the design concepts onto detailed 3D visuals provided by their stand-building partner. This approach allowed us to present highly realistic representations of how the artwork, signage and key stand features would work together at scale. By integrating our graphics into the existing renderings, the client was able to review the design in context and make informed decisions with confidence before production began. ![](https://bigwave.co.uk/wp-content/uploads/2026/02/61710-Bigwave-Portfolio-Updates-2526-SCREEN-at-LabelExpo-2025-Case-Study_9.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/02/61710-Bigwave-Portfolio-Updates-2526-SCREEN-at-LabelExpo-2025-Case-Study_11.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/02/61710-Bigwave-Portfolio-Updates-2526-SCREEN-at-LabelExpo-2025-Case-Study_24.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/02/61710-Bigwave-Portfolio-Updates-2526-SCREEN-at-LabelExpo-2025-Case-Study_7-scaled.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Creating Print Ready Artwork To help SCREEN clearly visualise how the stand graphics would appear in the final space, we overlaid the design concepts onto detailed 3D visuals provided by their stand-building partner. This approach allowed us to present highly realistic representations of how the artwork, signage and key stand features would work together at scale. By integrating our graphics into the existing renderings, the client was able to review the design in context and make informed decisions with confidence before production began. ![](https://bigwave.co.uk/wp-content/uploads/2026/02/61710-Bigwave-Portfolio-Updates-2526-SCREEN-at-LabelExpo-2025-Case-Study_27-scaled.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Hybrid Machine Creation To showcase the capabilities of the Truepress LABEL 350UV SAI, we produced ultra‑high‑resolution renders of a hybrid configuration. As the press can be expanded with various modules, we created a tailored setup that demonstrates how it can adapt to different production needs. The final visual provided a technically accurate representation suitable for large‑format printing. A key challenge was ensuring none of the modules were in the style of actual manufacturers, as this would show bias. Therefore we created visuals that customers would instantly recognise as genuine modules, despite being fake. ![](https://bigwave.co.uk/wp-content/uploads/2026/02/61710-Bigwave-Portfolio-Updates-2526-SCREEN-at-LabelExpo-2025-Case-Study_28-scaled.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/02/61710-Bigwave-Portfolio-Updates-2526-SCREEN-at-LabelExpo-2025-Case-Study_29-scaled.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/02/61710-Bigwave-Portfolio-Updates-2526-SCREEN-at-LabelExpo-2025-Case-Study_30-scaled.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Irodori Logo Redesign SCREEN Japan provided an existing logo used within their marketing, centred around the word Irodori, which translates to “making something more beautiful and vivid with colour." We were tasked with adapting this for SCREEN Europe, with the goal of aligning with Western design expectations and ensuring it worked seamlessly across modern applications. We created a version that felt contemporary, versatile and more consistent with SCREEN’s evolving visual style, while still respecting the integrity and meaning of the original design and maintaining the Japanese Hiragana symbol. ![](https://bigwave.co.uk/wp-content/uploads/2026/02/61710-Bigwave-Portfolio-Updates-2526-SCREEN-at-LabelExpo-2025-Case-Study_12-scaled.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Final Result To help SCREEN clearly visualise how the stand graphics would appear in the final space, we overlaid the design concepts onto detailed 3D visuals provided by their stand-building partner. This approach allowed us to present highly realistic representations of how the artwork, signage and key stand features would work together at scale. By integrating our graphics into the existing renderings, the client was able to review the design in context and make informed decisions with confidence before production began. ![](https://bigwave.co.uk/wp-content/uploads/2026/02/61710-Bigwave-Portfolio-Updates-2526-SCREEN-at-LabelExpo-2025-Case-Study_25-scaled.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/02/61710-Bigwave-Portfolio-Updates-2526-SCREEN-at-LabelExpo-2025-Case-Study_26-scaled.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/02/61710-Bigwave-Portfolio-Updates-2526-SCREEN-at-LabelExpo-2025-Case-Study_18-scaled.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/02/61710-Bigwave-Portfolio-Updates-2526-SCREEN-at-LabelExpo-2025-Case-Study_14.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/02/61710-Bigwave-Portfolio-Updates-2526-SCREEN-at-LabelExpo-2025-Case-Study_15.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/02/61710-Bigwave-Portfolio-Updates-2526-SCREEN-at-LabelExpo-2025-Case-Study_16.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/02/61710-Bigwave-Portfolio-Updates-2526-SCREEN-at-LabelExpo-2025-Case-Study_17-scaled.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/02/61710-Bigwave-Portfolio-Updates-2526-SCREEN-at-LabelExpo-2025-Case-Study_19.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/02/61710-Bigwave-Portfolio-Updates-2526-SCREEN-at-LabelExpo-2025-Case-Study_20.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/02/61710-Bigwave-Portfolio-Updates-2526-SCREEN-at-LabelExpo-2025-Case-Study_21.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/02/61710-Bigwave-Portfolio-Updates-2526-SCREEN-at-LabelExpo-2025-Case-Study_22-scaled.webp) --- ## Skincare Marketing: 7 Paid Media Tips That Grew an Eco-Friendly Brand ![](https://bigwave.co.uk/wp-content/uploads/2024/09/Dartmoor-Skincare-Web.png) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ### Who are The Dartmoor Skincare Company? The Dartmoor Skincare Company is a well-loved UK brand based in the South West renowned for its natural and effective skincare products. ### What were their skincare marketing objectives? They aimed to boost its online sales and attract new customers, particularly older women. With a limited marketing budget, the company decided to leverage social media platforms to achieve its goals in the realm of skincare marketing. ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## 7 Skincare Marketing Tips From Our Strategy 1. **Leverage Authentic Testimonials** The Dartmoor Skincare Co. effectively utilised genuine customer testimonials, showcasing positive experiences and results. These testimonials resonated especially well with older women, who value authentic, trustworthy reviews. 2. **Emphasise Storytelling** The testimonials highlighted how The Dartmoor Skincare Co. addressed key skincare concerns, such as dry skin from hard-water areas, eczema, and sensitivities like acne. This made the reels and stories more relatable and engaging, allowing potential customers to connect with real-life challenges. 3. **Match Channels to Customer Demographics** By focusing on platforms where the target audience—particularly older women—spends significant time, The Dartmoor Skincare Co. ensured maximum visibility and engagement, reaching the right people on the right channels. 4. **Engage the Right Audience with Targeted Interests** Based on customer insights and product unique selling points (USPs), The Dartmoor Skincare Co. targeted female audiences in the Southwest, aged 30+, with interests in: 1. Organic beauty 2. Cleansers 3. Natural products 4. Moisturisers 5. Vegan nutrition 6. Anti-aging creams 7. Natural skincare This targeted approach led to a solid 2.6% click-through rate, driving high-quality traffic despite a limited budget. 5. **Choose the Right Campaign Strategy** The Dartmoor Skincare Co. balanced brand awareness with generating real cart conversions and purchases by combining a video awareness campaign with a low-budget conversion campaign (under £300 per month). 6. **Optimise Ads Continuously** Regular monitoring and optimisation of ads ensured that the budget was spent efficiently, driving the best possible conversions while minimising wasted spend. 7. **Use Offers to Boost Conversions** Special offers and promotions were frequently updated to encourage first-time purchases. Promo codes, such as those for newsletter sign-ups, helped to both drive sales and grow the mailing list simultaneously. ![](https://bigwave.co.uk/wp-content/uploads/2024/09/1.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Our Skincare Marketing Results **Sales Increase:** The campaign resulted in a remarkable 42% increase in sales. **Average Order Value:** There was a 12% increase in the average order value, indicating that customers were purchasing more per transaction. Cost Efficiency: Achieving these results with a budget of under £300 per month showcased the effectiveness of the strategy and the high return on investment. **Conclusion** Dartmoor Skincare’s strategic use of customer testimonials on social media, combined with a well-targeted and optimised low-budget conversion campaign, significantly boosted their sales and average order value. This case study demonstrates the power of leveraging skincare marketing and paid media, even with limited resources, to achieve substantial business growth, particularly among older women. ![](https://bigwave.co.uk/wp-content/uploads/2024/09/2.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Our Feedback “From the moment I started working with Sophia, she showed a genuine interest in understanding my skincare brand and its unique needs. Her innovative marketing strategies and targeted campaigns have increased my online presence and sales. The team at Bigwave is professional, responsive, and truly dedicated to their clients' success. Sophia has provided valuable insights and recommendations that are tailored specifically to my organic skincare business, helping me reach new customers and grow my brand. If you’re looking for a marketing agency that goes above and beyond, I highly recommend Bigwave. Thank you, for your exceptional service and commitment!” ***Tara Leader Owner of The Dartmoor Skincare*** ***Visit Tara's [Vegan Skincare Brand Website at Dartmoor Skincare](https://dartmoorskincare.co.uk/)*** --- ## St Christopher's Trust ![](https://bigwave.co.uk/wp-content/uploads/2024/08/St-Christophers-Trust-Case-Study-Visuals7-scaled.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Crafting a New Identity for an Inclusive Future St Christopher’s Trust, a charitable organisation overseeing primary schools across Devon, Plymouth, and Torbay, sought to redefine its identity to align with its refreshed mission, vision, and values. Their new mission emphasises collaboration to deliver high-quality, principled education to every pupil. The vision, "Learning to live full lives," and their values—encompassing inclusion, collaboration, stewardship, respect, humility, and trust—required an identity that could encapsulate these ideals. ![](https://bigwave.co.uk/wp-content/uploads/2024/08/St-Christophers-Trust-Case-Study-Visuals10-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2024/08/St-Christophers-Trust-Case-Study-Visuals11-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2024/08/St-Christophers-Trust-Case-Study-Visuals12-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2024/08/St-Christophers-Trust-Case-Study-Visuals9-scaled.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Our Approach We began with an immersive brand workshop, diving deep into understanding the Trust’s ethos and the educational landscape in which it operates. This foundation allowed us to explore and analyse competitor identities, ensuring our direction was both distinct and resonant. The identity we crafted is built upon the concept of diversity and inclusion, represented through a variety of shapes. Each shape symbolises the unique members and students that make up the St Christopher’s Trust community, reflecting the organisation's commitment to embracing and celebrating differences. This approach is more than symbolic; it’s a visual representation of their inclusive philosophy. ![](https://bigwave.co.uk/wp-content/uploads/2024/08/St-Christophers-Trust-Case-Study-Visuals20-2-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2024/08/St-Christophers-Trust-Case-Study-Visuals19-1-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/St-Christophers-Trust-Case-Study-Visuals21-1b-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2024/08/St-Christophers-Trust-Case-Study-Visuals15-v2-scaled.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## A Flexible Palette To cater to the diverse range of schools under the Trust’s umbrella, we developed a flexible colour palette. This palette is vibrant, engaging, and modern, yet sufficiently sophisticated to appeal to all stakeholders. By assigning different colour combinations to materials for each school, we maintained a cohesive brand identity while allowing individual schools to retain their distinctiveness. ![](https://bigwave.co.uk/wp-content/uploads/2024/08/St-Christophers-Trust-Case-Study-Visuals17.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2024/08/St-Christophers-Trust-Case-Study-Visuals20.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## A Dynamic Logo and Badge of Pride Central to the new identity is a dynamic logo that adapts to its context. This logo, rooted in the same shapes and forms that represent the Trust’s inclusivity, can be modified in configuration depending on where it is used, ensuring it is always relevant and impactful. Alongside this, we designed a "Proud to be part of St Christopher’s" badge, which schools can prominently feature on their materials. This badge reinforces a sense of unity and belonging across the Trust, while allowing individual schools to proudly align themselves with St Christopher’s values and vision. ![](https://bigwave.co.uk/wp-content/uploads/2024/08/St-Christophers-Trust-Case-Study-Visuals13-scaled.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The Result The identity is anchored by a carefully considered hierarchy of strong colours and distinctive, legible fonts. This ensures that all communications are consistently branded, even in the absence of a traditional logo. The design language is extended through playful illustrations, constructed from the same shapes and blocks of colour. These illustrations reflect St Christopher’s friendly, approachable nature and their commitment to fostering a personal, human connection in everything they do. In essence, the new identity not only encapsulates the Trust’s refreshed mission, vision, and values but also serves as a dynamic and inclusive visual language that resonates with every member of the St Christopher’s community. ![](https://bigwave.co.uk/wp-content/uploads/2024/08/St-Christophers-Trust-Case-Study-Visuals5-scaled.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2024/08/St-Christophers-Trust-Case-Study-Visuals8-scaled.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2024/08/St-Christophers-Trust-Logo-Animation.gif) --- ## St Sidwell's Point Leisure Centre ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-LED-St-Sidwell.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Showcasing State-of-the-Art Fitness and Relaxation Bigwave partnered with St Sidwell's Point Leisure Centre to create a striking visual portfolio that highlights the facility’s state-of-the-art gym and luxurious spa amenities. The brief focused on producing artistic and engaging imagery that reflects the centre’s modern and sophisticated appeal. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-LED-St-Sidwell4.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Gym Photography Our photography captured the cutting-edge fitness equipment, presenting the gym as a sleek and professional space designed for all workout preferences. The shots emphasised clean lines, innovative design, and the facility’s premium feel. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-LED-St-Sidwell11-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-LED-St-Sidwell10-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-LED-St-Sidwell9-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-LED-St-Sidwell8.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Spa Photography We created a serene and inviting atmosphere through our imagery of the spa facilities. The artistic shots highlighted the luxurious design, tranquil spaces, and high-end amenities, appealing to those seeking relaxation and rejuvenation. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-LED-St-Sidwell14-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-LED-St-Sidwell13-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-LED-St-Sidwell12-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-LED-St-Sidwell18.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Lifestyle Photography We also took dynamic lifestyle shots of members actively using the gym and participating in group fitness classes. These images showcased the energy, diversity, and sense of community within the centre, highlighting real interactions and the vibrant atmosphere of the facilities. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-LED-St-Sidwell16-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-LED-St-Sidwell19-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-LED-St-Sidwell17-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-LED-St-Sidwell2.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Outcome The collection of visually compelling images has been seamlessly integrated into St Sidwell's Point’s marketing materials, enhancing their brand and positioning the leisure centre as a premier destination for fitness and wellness. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-LED-St-Sidwell3-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-LED-St-Sidwell6-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-LED-St-Sidwell20-730x800.webp) --- ## TDA Group website ![TDA Group website screenshots.](https://bigwave.co.uk/wp-content/uploads/2023/10/tda-website.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/10/BWM-Insta-6.png) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The goal Our [website design and development team](/okf/page/web-design.md) at Bigwave Marketing helped TDA Group develop a new website that elevates user experience through quality design and navigation and to ensure they could benefit from a larger, better-functioning website that manages TDA’s multiple sectors and services. ![](https://bigwave.co.uk/wp-content/uploads/2023/10/tda.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/10/tda-2.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Our Solution The built-in tagging systems enable case studies, news, and events to be pushed around the site and appear on relevant sections with management contained to a single source in the WordPress CMS. For instance, a case study can appear in the case study section and simultaneously feed into relevant ‘Sector’ or ‘Services’ pages. This makes the site more approachable to the visitor whose provided with information that’s more relevant and supports their journey. ![](https://bigwave.co.uk/wp-content/uploads/2023/10/tda-4.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/10/tda-3.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The results **A brand-new website with one built-in CMS** The build took three months during which the site was purposefully expanded through two separate websites to replace an older satellite website shortly after the build and uses a WordPress multi-site configuration. This provides TDA with one central CMS platform to manage content across all its web properties. News and events can now flow between sites whilst being managed centrally as one post. Likewise, styles and themes can be replicated or differed depending on the audience type. For additional sites built by Bigwave that sit within the core TDA multi-site configuration, please visit: - - --- ## Teme Leisure Membership App ![](https://bigwave.co.uk/wp-content/uploads/2025/05/memberships-screen-closeup.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/05/old-vs-new.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The goal After the Bigwave team launched [Teme Leisure's new website](https://teme-leisure.co.uk/) in 2024, it became clear that their aging membership app needed updating. The design was outdated, and the user experience was inconsistent with their new site. Working with Teme Leisure we helped them define their customers' priorities when using the app, as well as recommending new opportunities for promoting their range of services directly to app users. Once the priorities were agreed we got to work building the new app. ![](https://bigwave.co.uk/wp-content/uploads/2025/05/swimming-closeup.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/05/phone-in-hand.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Our Solution The visual design of the app was based heavily on the website to provide a consistent experience to Teme Leisure's customers. The range of services offered by Teme Leisure were spread across a number of focussed pages, each with a signature background colour. To aid customer navigation each page is subdivided into sections: - **Actionable items** - such as booking, - **Information -** such as FAQs or news services. - **Ancilliary actions -** such as contact details and centre opening times. These were contained in a consistent menu box at the bottom of each page. ![](https://bigwave.co.uk/wp-content/uploads/2025/05/exercise-class-closeup.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/05/phone-in-hand-2.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The Results The app went live in March 2025. One of the benefits of the Innovatise platform is being able to build the full app in a test area. This meant the Teme Leisure team were able to experience and test the full range of app services on their own mobile devices before the public-facing version went live. This ensured they were 100% happy with the style and functionality of the app prior to launch. > The service we received from the Bigwave team was excellent. We have received great feedback from customers on the new design and ease of navigation, and have seen an increase in online membership joiners which has taken pressure from our Reception team. *Nicky Stewardson Service Development Manager, Teme Leisure* ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ![](https://bigwave.co.uk/wp-content/uploads/2025/05/home-screen-background-1-scaled.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/05/multiple-screens-1-scaled.webp) --- ## The Cornwall College Group ![](https://bigwave.co.uk/wp-content/uploads/2025/01/1.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/cornwall-college-group-logo.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The client: The Cornwall College Group The Cornwall College Group is one of the Southwest’s leading education providers, offering a wide range of courses, from higher education to adult learning. With campuses in Camborne, Newquay, and St Austell, as well as specialist partner colleges like Duchy College, Bicton College, and Falmouth Marine School, they have a strong presence across the region. Their additional facilities, including the Engineering Skills Centre in Plymouth, the Professional Skills Centre at St Mellion Resort, and a training partnership with the Eden Project, make them a diverse and dynamic organisation. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/Untitled-design-1.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/Untitled-design-2.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Our Objectives Since 2022, we have been supporting The Cornwall College Group with the goal of driving event registrations, increasing university applications, and improving the efficiency of their paid media campaigns across Higher Education marketing, Further Education (FE), Adult Learning, Apprenticeships, and Employer training. Using a multi-channel strategy across platforms like Facebook, Instagram, Google Search, LinkedIn, TikTok, YouTube, and Spotify, we drive meaningful action and engagement. We’ve focused on boosting attendance at key events such as open days and taster sessions, while also encouraging prospective students to apply for degree courses, apprenticeships, and adult learning opportunities. At the same time, our efforts have been centred around optimising ad performance and reducing costs, ensuring that every campaign delivers the best possible return on investment. ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The Results Since partnering with Cornwall College Group, our tailored campaigns have driven significant success in promoting a wide range of events, from open days to specialised conferences. By focusing on high-impact PPC ads with precise audience targeting, we’ve maximised event registrations and impressions, ensuring Cornwall College’s events reach the right people at the right time. We’ve marketed over 250 events, resulting in thousands of registrations! Our collaboration has led to campaigns that truly connect with prospective students. Whether promoting open days, taster sessions, or adult learning courses, we’ve focused on creating relatable, engaging content that stands out in a competitive market. The results speak for themselves and thanks to smart targeting and creative visuals, Cornwall College’s events have been well-attended, and the campaigns have been highly impactful. ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/Untitled-design-3.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/Untitled-design-4.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Client feedback **Our experience of working with Bigwave has been second-to-none.** Working for a large company, it can be especially difficult remain consistent in terms of digital performance across our multiple brands. The team at Bigwave have given us the insight we needed to look at our digital in a completely new way. It's fair to say that with their expert guidance, **they have refined our process and maximised performance of our digital PPC, Facebook Ads and Google Ads.** **Jon Shaw - Head of Marketing - The Cornwall College Group** --- ## The Mole Resort ![](https://bigwave.co.uk/wp-content/uploads/2025/01/The-Mole-Resort23.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Wedding Brochure & Paid Media Understanding the importance of weddings as a significant aspect of The Mole Resort’s offerings, we designed a wedding brochure that exudes romance and sophistication. The layout showcases stunning venue photography and information, providing prospective couples with a comprehensive guide to planning their special day at the resort. ![](https://bigwave.co.uk/wp-content/uploads/2025/04/105258-Case-Study-The-Mole-PPC-Results-v2-1.png) As part of this, we also ran a targeted paid media campaign to drive wedding enquiries. The campaign was so successful that it had to be paused early due to a surge in wedding booking requests, highlighting the strong demand and effectiveness of our approach. ![](https://bigwave.co.uk/wp-content/uploads/2025/02/The-Mole-Resort15-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/02/The-Mole-Resort16-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/02/The-Mole-Resort17-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Spooktacular Halloween Trail For the resort's Halloween event, we created a customised logo that encapsulates the spooky yet family-friendly atmosphere of the trail. Additionally, we designed clue cards and trail boards, ensuring a cohesive and engaging experience for participants. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/The-Mole-Resort19.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/105346-Black-Friday-Campaign-2024-Rollout-Organic-1080x1080-FINAL.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/The-Mole-Resort21.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Black Friday Campaign We developed a campaign that included a customised Black Friday logo, email headers, paid media advertisements, website images, and promotional videos. This comprehensive approach ensured brand consistency across all marketing channels. ![](https://bigwave.co.uk/wp-content/uploads/2025/04/105258-Case-Study-The-Mole-PPC-Results-v22-1.png) We implemented a multi-channel campaign strategy to maximise results. Our Meta campaign was organized into four distinct phases: early bird sign-ups, presale, main launch, and an extended offer phase. This phased approach helped build momentum, re-engage previous customers, and secure new bookings. By leveraging lookalike audiences, we were also able to drive additional conversions, maximising the campaign’s overall impact. ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Christmas Campaign & Brochure To capture the festive spirit and showcase The Mole Resort's holiday offerings, we crafted a Christmas brochure that blends elegant design with engaging content. The brochure features rich imagery and a warm colour palette, inviting readers to explore seasonal packages and events. Our Christmas campaign rollout was extensive, featuring adverts, flyers, a customised festive logo, paid media campaigns with accompanying videos, organic social media posts, posters, Christmas trail boards, and a bespoke Christmas card. Each element was designed to reinforce the holiday spirit and promote the resort’s seasonal offerings. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/The-Mole-Resort13.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/04/105258-Case-Study-The-Mole-PPC-Results-v23-1.png) In addition to promoting December bookings, our paid media campaigns helped drive interest in Gift Vouchers, Christmas Activities, and a range of festive offers, contributing to a busy and successful holiday period. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/The-Mole-Resort17-1-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/The-Mole-Resort16-1-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/The-Mole-Resort15-1-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Boxing Day / New Year Campaign Following the festive period, we launched a Boxing Day campaign comprising posters, paid media ads, organic social media images, email headers, and more. The campaign aimed to maintain engagement and encourage continued patronage during the post-Christmas period. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/The-Mole-Resort2.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/04/105258-Case-Study-The-Mole-PPC-Results-v24-1.png) Our Boxing Day paid media campaign boosted awareness, traffic and sales and delivered strong results across multiple channels. YouTube advertising alone drove nearly 2 million impressions, and total website users increased by 136.1% compared to the same period last year. Additionally, website transactions increased by 44% compared to the same period last year. Standout performance came from our remarketing efforts on Meta and Performance Max. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/The-Mole-Resort.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/The-Mole-Resort8.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Gift Voucher Design and Promotion We've designed a versatile gift voucher and a series of eye-catching promotional posters and engaging social media posts to promote them. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/The-Mole-Resort14-1.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Conclusion Through this multifaceted partnership with The Mole Resort, we have reinforced their brand identity and elevated their marketing efforts, ensuring a consistent and engaging presence across all platforms and events. The cohesive and visually appealing materials contributed to increased event participation, higher occupancy rates during promotional periods, and strengthened overall brand recognition. ***"Total Website Users increased by 136.1% compared to the same period last year. Website transactions increased by 44% compared to the same period last year."*** ![](https://bigwave.co.uk/wp-content/uploads/2025/04/105258-The-Mole-Case-Study-Tamsyn-Photo.png) \- Tamsyn Parsons, Director of Sales & Marketing, The Mole Resort ![](https://bigwave.co.uk/wp-content/uploads/2025/01/The-Mole-Resort18.jpg) --- ## Tinside Lido: Launch Campaign ![](https://bigwave.co.uk/wp-content/uploads/2025/05/106311-Tinside-Lido-Case-Study-Assets_11.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Tinside Lido Built in 1935, Tinside Lido is an Art Deco style, Grade II listed Plymouth landmark. Part of the Plymouth Sound National Marine Park, this beautiful saltwater swimming pool is perfect for everyone and is fully accessible to people of all needs. After an extensive refurbishment and development Bigwave was asked to create a digital launch campaign to count down until the Lido’s grand re-opening. ![](https://bigwave.co.uk/wp-content/uploads/2025/05/106311-Tinside-Lido-Case-Study-Assets_13-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/05/106311-Tinside-Lido-Case-Study-Assets_14-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/05/106311-Tinside-Lido-Case-Study-Assets_12-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The video The main element was a video shot by drone that was used to show the magnificent setting and location of an iconic city landmark. Starting from high up on the Hoe, the camera flies past Smeaton's Tower and then down over the edge and into the pool itself where a worker is adding a fresh coat of paint in preparation of the opening. The camera then soars upwards and out to sea. Using a drone offers unique aerial perspectives and fluid camera movements that traditional filming simply can’t match. ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The other assets Alongside the video, we created a series of digital ads and social posts for the Lido to use to build excitement leading up to the re-opening. ![](https://bigwave.co.uk/wp-content/uploads/2025/05/106311-Tinside-Lido-Case-Study-Assets_10.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/05/106311-Tinside-Lido-Case-Study-Assets_05.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/05/106311-Tinside-Lido-Case-Study-Assets_09.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/05/106311-Tinside-Lido-Case-Study-Assets_06.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) > Have been working with Bigwave for a year with Plymouth Active Leisure for Design, PPC and Brand Building. Plymouth Active have very exciting plans over the next 5 years and having key partners like Bigwave in our delivery has been crucial. *Steph Lewis Head of Business & Commercial Development, Plymouth Active Leisure* ![](https://bigwave.co.uk/wp-content/uploads/2025/05/106311-Tinside-Lido-Case-Study-Assets_06.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Conclusion The completed branding for Nourish Café at Xcite Craigswood Leisure Centre delivers a cohesive visual identity that aligns with the café’s mission of creating a calming, welcoming environment. By combining clean modern design elements with meaningful symbols, a thoughtful colour palette, and flexible typography, the brand now stands as a distinctive feature within the leisure centre, offering a place to relax for its visitors. --- ## Torbay NHS – Smokefree Pregnancy Service ![](https://bigwave.co.uk/wp-content/uploads/2025/05/105258-BWM-Torbay-NHS-Case-Study10.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) We partnered with Torbay NHS to support their Smokefree Pregnancy Service — a vital initiative aimed at helping expectant mothers quit smoking for the health and wellbeing of their babies. ![](https://bigwave.co.uk/wp-content/uploads/2025/05/105258-BWM-Torbay-NHS-Case-Study18-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/05/105258-BWM-Torbay-NHS-Case-Study15-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/05/105258-BWM-Torbay-NHS-Case-Study16-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Our Approach This was a project rooted in empathy. Our goal was to communicate a serious message in a way that felt supportive, not judgemental. To achieve this, we developed a visual language that was warm, approachable and grounded in real experience. ![](https://bigwave.co.uk/wp-content/uploads/2025/05/105258-BWM-Torbay-NHS-Case-Study-V2111-scaled.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Bringing Authenticity Into Focus A key part of the project was an on-location photoshoot. By working directly with real people involved in the service, we were able to capture genuine, heartfelt imagery that brought authenticity and relatability to the campaign. ![](https://bigwave.co.uk/wp-content/uploads/2025/05/105258-BWM-Torbay-NHS-Case-Study14-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/05/105258-BWM-Torbay-NHS-Case-Study13-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/05/105258-BWM-Torbay-NHS-Case-Study20-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/05/105258-BWM-Torbay-NHS-Case-Study5.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/05/105258-BWM-Torbay-NHS-Case-Study6.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/05/105258-BWM-Torbay-NHS-Case-Study7.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## What We Delivered - **Videography:** People led videos for use across web and social media. - **Posters & Banners:** Bold, informative designs aimed at raising awareness in clinics, hospitals and community spaces. - **Leaflets:** Accessible, easy-to-digest materials for distribution via healthcare professionals and antenatal services. - **Digital Assets:** Social media graphics and web visuals to support the campaign across digital channels. - **Photography:** A bespoke library of authentic images, reflecting the real people and stories behind the message. ![](https://bigwave.co.uk/wp-content/uploads/2025/05/105258-BWM-Torbay-NHS-Case-Study3.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/05/105258-BWM-Torbay-NHS-Case-Study4.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The Result By combining clear messaging with real, human storytelling, the campaign created a deeper emotional connection with its audience. The materials have been rolled out across the Torbay area, helping expectant mothers access support and take positive steps towards a healthier future. ![](https://bigwave.co.uk/wp-content/uploads/2025/05/105258-BWM-Torbay-NHS-Case-Study8.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/05/105258-BWM-Torbay-NHS-Case-Study21.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/05/105258-BWM-Torbay-NHS-Case-Study2.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/05/105258-BWM-Torbay-NHS-Case-Study12.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2025/05/105258-BWM-Torbay-NHS-Case-Study19.jpg) --- ## University of Southampton ![](https://bigwave.co.uk/wp-content/uploads/2024/09/U0S_intro_01.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Overview After a stunning £36M redevelopment and expansion University of Southampton wanted an impactful signage system and graphics that would help their customers discover the ‘world of fitness possibilities’ in the new centre. The revamp included new state-of-the-art equipment, access to a variety of classes with expert instructors and some great new facilities including a climbing wall and café. They also wanted the centre to be community focussed so they could continue supporting the Southampton community and promoting a healthy and active lifestyle for everyone. ![](https://bigwave.co.uk/wp-content/uploads/2024/09/U0S_intro_04-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2024/09/U0S_intro_03-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2024/09/U0S_intro_02-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2024/09/UoS_bringingoutsidein_01.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Bringing the outside in Situated near a nature park on the leafy campus of the University, using a simple, natural colour palette helps to enhance that connection to nature. It also creates a calming as well as focussed atmosphere and helps to support visitors mental and physical well-being. ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Lush Imagery For the communal spaces, a more impactful approach was embraced by incorporating large-scale imagery of lush, leafy foliage. This natural imagery transformed the environment into a more inviting and vibrant space. By bringing the calming essence of nature indoors, the design promotes a serene and welcoming atmosphere. The leafy visuals not only enhance aesthetic appeal but also provide a soothing contrast to the active areas, helping balance the overall ambiance of the centre. ![](https://bigwave.co.uk/wp-content/uploads/2024/09/UoS_bringingoutsidein_05.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2024/09/UoS_bringingoutsidein_02jpg-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2024/09/UoS_bringingoutsidein_03-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2024/09/UoS_bringingoutsidein_04-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2024/09/UoS_bringingoutsidein_06.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2024/09/UoS_bringingoutsidein_08.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2024/09/UoS_bringingoutsidein_07.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2024/09/UoS_versatile_01.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## A Versatile Design In areas that are dedicated to physical activities, a simple, focussed approach was applied where simple, bright natural colours were adopted, incorporating bold ‘Active for All’ brand messaging. The neutral colours enhance the flexibility and versatility of the spaces allowing for differing uses that can evolve over time if needed. ![](https://bigwave.co.uk/wp-content/uploads/2024/09/UoS_versatile_05.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2024/09/UoS_versatile_02-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Conclusion The completed branding for Nourish Café at Xcite Craigswood Leisure Centre delivers a cohesive visual identity that aligns with the café’s mission of creating a calming, welcoming environment. By combining clean modern design elements with meaningful symbols, a thoughtful colour palette, and flexible typography, the brand now stands as a distinctive feature within the leisure centre, offering a place to relax for its visitors. --- ## University of Southampton - Photography ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-University-of-Southampton-2024.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Capturing the Energy and Excellence of the Jubilee Sport and Recreation Centre Bigwave partnered with the University of Southampton to produce a striking visual portfolio for their new Jubilee Sport and Recreation Centre. The goal was to highlight the centre's cutting-edge features and vibrant community atmosphere, helping the university promote its premier sports facilities to students, staff, and prospective members. Our collaboration focused on several key areas, designed to elevate the centre’s visual identity and showcase its unique offerings. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-University-of-Southampton-202410.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Fitness Suite We captured the state-of-the-art fitness suite, emphasising its modern equipment and sleek, inviting design. These images reflect a dynamic and professional environment that appeals to fitness enthusiasts of all levels. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-University-of-Southampton-202411-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-University-of-Southampton-202412-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-University-of-Southampton-202413-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-University-of-Southampton-20242.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Cycling Studio Through our lens, we showcased the high-energy cycling studio, highlighting its advanced technology and the exhilarating atmosphere of spin classes in action. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-University-of-Southampton-20243-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-University-of-Southampton-20245-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-University-of-Southampton-20244-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-University-of-Southampton-20246.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Climbing and Bouldering Wall We captured the new climbing and bouldering wall, highlighting its impressive scale and versatility as a key feature of the facility. Our photos aimed to inspire adventure and showcase the wall as a key attraction for climbers of all abilities. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-University-of-Southampton-20249-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-University-of-Southampton-20247-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-University-of-Southampton-20248-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-University-of-Southampton-202414.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Lifestyle Shots We documented authentic moments of staff and members engaging with the facilities, from gym workouts and group classes to spirited matches on the squash courts. These candid images bring the centre’s community-focused ethos to life. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-University-of-Southampton-202416-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-University-of-Southampton-202417-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-University-of-Southampton-202415-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-University-of-Southampton-202420.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Approach We employed a vibrant and energetic photographic style, utilising natural lighting and dynamic angles to convey the vitality of the centre. Our goal was to create images that not only highlight the features but also evoke a sense of excitement and inclusivity. ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Promotional Videos In addition to photography, we created a series of promotional videos to bring the Jubilee Sport and Recreation Centre’s vibrant offerings to life. Our work included shooting dynamic footage of the facilities in use, capturing everything from classes and climbing to workouts and recreational activities. Using this footage, we developed a polished promotional video enhanced with animated text and graphic elements. The result was an engaging and visually compelling video that effectively showcases the centre’s energy and appeal across digital platforms. ![](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-University-of-Southampton-202419.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Outcome The resulting photography has been integrated into the University of Southampton’s marketing campaigns, including their website, brochures, and social media platforms. This comprehensive visual portfolio enhances the centre’s appeal, enhancing its reputation as a leading sports and recreation facility. --- ## Vision Redbridge Culture & Leisure Rebrand ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Vision-RCL15-4.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The Challenge Vision RCL had grown to include multiple services and sub-brands, each developed independently. The organisation needed a unified brand system that could bring clarity, consistency and confidence, while still allowing each service to express its own character. ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Vision-RCL.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Our Approach We began with a series of Discovery Workshops, working closely with teams across Vision RCL’s service areas. These sessions helped us understand the breadth of their offer, align stakeholders around purpose, audience and ambition, and uncover the shared principles that connect every service. This insight formed the foundation for a refreshed brand designed to flex confidently across services, platforms and teams. ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Vision-RCL9-1.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Vision-RCL5-1.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Vision-RCL6.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## What we did We refined Vision RCL’s tone of voice, redesigned the logo and introduced a vibrant, confident colour palette to bring clarity and consistency to the brand. We then streamlined the existing brand architecture into seven distinct sub-brands. Each has its own identity while remaining clearly part of the wider Vision family. All sub-brand logos follow the same design principles as the main Vision RCL mark, incorporating the recognisable V symbol and a designated colour. This created a consistent, highly recognisable system across all services. ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Vision-RCL2.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Vision-RCL3.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Vision-RCL4.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Vision-RCL11.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) We defined the Five Pillars of Wellness, which articulate how Vision RCL supports wellbeing across everything it delivers. These are Movement, Connection, Mindfulness, Creativity and Learning. ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Vision-RCL14-4.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) To support internal teams, we set up Vision RCL’s Canva Brand Toolkit and created a flexible suite of templates. We also delivered a practical brand training session covering consistent brand application, use of Canva, font and colour usage, image selection, writing effective descriptions and calls to action, as well as overall brand positioning and quality control. ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Vision-RCL17.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Vision-RCL16.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Vision-RCL15.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Vision-RCL7-1.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Digital and rollout We designed and developed a new website to bring the brand to life online, supported by clear [online brand guidelines](https://brand.visionrcl.org.uk/) that make it easy for teams and partners to apply the brand consistently and with confidence. The brand was also rolled out across leaflets, price lists, signage, magazine advertising, posters and more, ensuring a cohesive experience at every touchpoint. ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Vision-RCL8-4.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Vision-RCL10-1.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Vision-RCL12-1.webp) ![](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Vision-RCL13-1.webp) --- ## About ![A designer created packaging concepts](https://bigwave.co.uk/wp-content/uploads/2024/03/alex-design-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/andrew-alex.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ### The Bigwave Story Our Exeter-based marketing agency was born out of a desire to mutually share our skillsets and make a difference in growing businesses. Guided by our philosophy of starting small and building to a Bigwave, we recognised an opportunity to bring innovation to the Leisure sector. As a result, we became the first national creative growth partner for the UK leisure industry and are now leading the way in this field. With over 200 clients across diverse sectors such as biotech, manufacturing, food & beverage, culture, education, and finance, we continue to expand our reach. ### The Bigwave Mission At Bigwave, our mission is to deliver growth and make a difference in every aspect of our work. This includes our clients, colleagues, and communities. To achieve this, we focus on nurturing strategic partnerships with organisations that share our values. Through marketing, creativity, and knowledge, we strive to create successful campaigns that benefit both our clients and us. We take pride in fostering a creative and fun working environment, aspiring to become the most visible digital marketing and growth agency in the Southwest. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/flo-730x800.webp) ![Two colleagues chatting about design concepts](https://bigwave.co.uk/wp-content/uploads/2024/03/nigel-dan.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ### The Bigwave Vision Our vision is to seek out organisations that align with our values and collaborate with them to make a difference and facilitate growth. We accomplish this by utilising marketing expertise, creativity, and strategic thinking. To ensure the success of our marketing partnerships, we maintain a talented team of marketers who specialise in creating innovative and strategic campaigns. By embracing a creative and fun working environment, we aim to establish ourselves as a prominent digital marketing and growth agency in the Southwest. ### The Bigwave Values At Bigwave, our values guide everything we do: ![](https://bigwave.co.uk/wp-content/uploads/2023/10/About-Us-Icons-01-200x200.png) CREATE We strive to create moments of joy and think creatively. ![](https://bigwave.co.uk/wp-content/uploads/2023/10/About-Us-Icons-02-300x300.png) LEARN We have a passion for learning, both from the industry and our clients. ![](https://bigwave.co.uk/wp-content/uploads/2023/10/About-Us-Icons-03-300x300.png) INNOVATE We believe in innovating to overcome challenges and raise the bar. ![](https://bigwave.co.uk/wp-content/uploads/2023/10/About-Us-Icons-04-300x300.png) CARE We care deeply and believe that each individual can make a difference. ![](https://bigwave.co.uk/wp-content/uploads/2023/10/About-Us-Icons-05-300x300.png) SHARE We actively share knowledge and embrace diverse perspectives. ### Our Specialities in Marketing Our specialised services focus on making a difference and becoming strategic and practical delivery partners for our clients. **We excel in the following areas:** - Leisure & Fitness - Social enterprises - The arts - Entertainment - Education - Hospitality - Construction **Our team consists of:** - Creative designers - Website developers - Account managers - Marketing consultants - Branding consultants - Search engine marketers - Social media/content marketing experts. ### Sustainability Being sustainable is an integral part of our ethos. We are committed to going green across all aspects of our company. As part of our mission to make a difference and promote growth in our community, sustainability plays a significant role. We aim to assist our colleagues and clients in making a positive impact on the environment by incorporating sustainable practises into their daily operations. ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ### B-Corp Accreditation Bigwave became a certified B Corporation in 2025. This certification enables us to join leaders in a global movement of businesses that operate as forces for good. Our focus lies in promoting inclusivity, equity, transparency, and sustainability. Becoming a certified B Corporation demonstrates our dedication to conducting business in a responsible and ethical manner. It showcases our commitment to making a positive impact on society and the environment. As a verified B-Corp, we join a select community of businesses that prioritise purpose-driven initiatives, aiming to create a more sustainable and equitable world. With more than 400 certified B Corps, the South West has the highest concentration of B Corps outside of London. Find out more about the B-Corp movement [here](https://bcorporation.uk) or view our impact score [here](https://www.bcorporation.net/en-us/find-a-b-corp/company/bigwave-marketing). ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ### Reaching Our Net 0 Targets Bigwave has committed to being carbon neutral by 2030. This commitment has been made through the Future Net Zero initiative. We appointed a ‘Make it net zero Hero’, Web Project Manager, [Laura Fry](/okf/staff-member/laura-fry.md), who internally champions our reduction mission and monitors our progress. Within four years we achieved a 87.6% reduction in CO2 emissions and have achieved the ‘Future Net Zero’ Platinum status. This has been achieved through a reduction in travel, migration to electric fleet vehicles, migration to renewable energy plans and internal environmental initiatives. In 2022 we moved Data Centre partners to a registered green web provider which is certified by the Green Web Foundation. This provides our agency, and our clients, with more sustainable web hosting. The foundation promotes sustainable web practices and raises awareness about the internet’s environmental impact. Find out more about this credential here. To support our environmental mission, we launched an initiative in July 2022 to plant trees for every £50 a client spends on print. Four years on and we have planted over 26,000 trees on behalf of our clients with the Eden Reforestation Projects. This does not count towards our CO2 reduction! Find out more about this initiative [here](https://bigwave.co.uk/printingtrees/). ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ### The Bigwave Business Games We are proud creators and organisers of the Bigwave Business Games, held annually in Exeter, Torbay, and Plymouth. These games comprised fun and engaging corporate events that feature a range of physical, mental, and teamwork challenges, catering to diverse strengths. The primary aim of the Bigwave Business Games was to promote business networking and employee participation in social activities while simultaneously raising funds for local charitable causes. Since their inception, these games successfully raised over £60,000, making a positive impact in our communities. ### Our Journey ![](https://bigwave.co.uk/wp-content/uploads/2024/03/logo.jpg) Founded July 2007 Agency becomes first national leisure design agency 2008 Agency pivots into Digital services – launching Facebook marketing 2011 Agency launches Google Ads service 2012 Agency launches UK’s first Leisure Trust App 2012 Agency pivots to Niche & Regional business 2012 Acquisition of ‘Digibug’ an Exeter agency ![](https://bigwave.co.uk/wp-content/uploads/2026/03/Digibug-e1774515327721.png) 2013 Agency becomes a Google Partner ![](https://bigwave.co.uk/wp-content/uploads/2024/03/Untitled-design-4.png) 2016 Agency sets new Mission & Vision 2016 Acquisition of ‘Sigma’ a Plymouth agency 2017 Income breaks £2.5m FY: 2017-2018 Agency wins Express & Echo ‘Business Contribution to sport Award 2017 Acquisition of ‘GKPR’ An Exeter agency ![](https://bigwave.co.uk/wp-content/uploads/2026/03/GKPR-logo.png) 2019 Bigwave Business Games hits 10 year milestone. raising £60,000 for charity ![](https://bigwave.co.uk/wp-content/uploads/2026/03/DSC00060-min.jpg) 2019 Agency provides free COVID workout portal for leisure industry operators 2020 Agency rebrands to: ![](https://bigwave.co.uk/wp-content/uploads/2024/03/bigwave-marketing-logo.jpg) 2021 Bigwave launch Growth agency: ![](https://bigwave.co.uk/wp-content/uploads/2026/03/Bigwave-Growth-logo.png) 2021 Agency launches printingtrees.org initiative – planting 10,000 trees in year 1. ![](https://bigwave.co.uk/wp-content/uploads/2026/03/Printing-Trees-logo-FINAL.webp) 2022 Agency wins ‘Best Place to Work’ in South West Business Awards ![](https://bigwave.co.uk/wp-content/uploads/2025/01/bigwave_marketing_agency_uk.webp) 2022 Acquisition of ‘Website Designer’ a Dublin agency ![](https://bigwave.co.uk/wp-content/uploads/2026/03/Wesbitedesigner.png) 2023 Management Buy-Out by Simon Beer & Tom Gozna ![](https://bigwave.co.uk/wp-content/uploads/2026/03/DSC09436-Enhanced-NR-scaled-1.jpg) 2024 Agency delivers Multi award winning ‘Campaign of the year’ Including Ukactive awards ![](https://bigwave.co.uk/wp-content/uploads/2026/03/105259-Case-Study-Assets_10.png) 2024 Agency staffing breaks - 40 staff ![](https://bigwave.co.uk/wp-content/uploads/2026/03/bigwave-staff-pic.jpg) 2024 Agency becomes B Corp Certified ![](https://bigwave.co.uk/wp-content/uploads/2026/03/bcorp.jpg) 2025 Agency appoint first Non-Executive Director ![](https://bigwave.co.uk/wp-content/uploads/2026/03/Bigwave-appoint-Ivan-Stevenson-image-2-e1736939170544.webp) 2025 Agency Reaches ukactive Finals for Supplier of the Year ![](https://bigwave.co.uk/wp-content/uploads/2026/03/UKactive-Finalist-Logo-scaled.png) 2025 Agency staffing breaks - 50 staff ![](https://bigwave.co.uk/wp-content/uploads/2026/03/Bigwave-staff-photo-scaled.jpg) 2025 #### Get to know us better on our socials! [Facebook](https://www.facebook.com/Bigwaveagency)[Twitter](https://x.com/Bigwaveagency)[Instagram](https://www.instagram.com/bigwaveagency/)[YouTube](https://www.youtube.com/channel/UCKVcWbDXC7yt3i36T8_i8pw)[LinkedIn](https://www.linkedin.com/company/big-wave-media) --- ## Advertising ![](https://bigwave.co.uk/wp-content/uploads/2024/03/advertising-2-copy-730x720.webp) ![Two colleagues chatting about design concepts](https://bigwave.co.uk/wp-content/uploads/2024/03/nigel-dan-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/billboard-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Don’t leave the success of your product, service or company to chance. Get the word out by advertising. As a full-service agency, Bigwave provides informed advertising strategies to create compelling campaigns that actively seek to influence your target audience. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/advertising-1-730x774.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/designer-critique-with-printout-on-the-desk-2021-09-03-21-03-57-utc-1-scaled-1-505x326.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/print-1-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Why use advertising as part of your marketing communications? Advertising and marketing work effectively together to achieve your promotional goals. While marketing identifies customer needs and determining how best to meet those needs in the marketplace; advertising is what helps get it KNOWN in the marketplace. That’s to say, advertising is a key component of marketing, used to reinforce brand messaging, increase awareness of a product or service, and generate leads or sales. To achieve this goal, we can use a variety of creative positioning in media, which include: - **Print media (Newspapers / magazines / poster)** - **Digital advertisements** - **Social media** - **Radio advertisements** - **Leaflet distribution (Free papers / Solus / Royal Mail)** - **Outdoor media (Billboard, bus shelters / transport)** ![Brochures](https://bigwave.co.uk/wp-content/uploads/2024/03/graphic-design-730x788.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/print-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/andrew-alex-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Media booking & Distribution A well-executed advertising campaign uses multimedia platforms and focuses on timing to achieve optimum exposure and capitalise on people’s interests. Bigwave saves you time and money by taking the hassle out of the creation and distribution of your ads. Our team will manage: - **Booking advertisements** - **Collating all the elements of your ad to meet designated timescales** - **Obtain the best prices** - **Work with content creators and designers to supply and meet design specification** - **Source and book the best media outlets to run your ad according to; reader demographic, circulation and reach** - **Booking leaflet drops** - **Media liaison – (pass all your advertising enquires our way to save you being badgered)** - **Procure mailing lists for direct mail distribution** If you want to create a buzz around your business and offerings, or spark curiosity in the minds of your target audience, get in touch with our creative marketeers brimming with innovative ideas to run your next advertising campaign. --- ## Audits ![](https://bigwave.co.uk/wp-content/uploads/2024/03/audit-1-730x700.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/AdobeStock_341159754-505x326.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/Demographic-1-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## A fresh pair of eyes can bring new ideas and discover untapped potential. Bigwave’s creative growth experts offer a multifaceted audit service in a wide range of areas to help you pursue and attain your corporate objectives. Our dedicated team of professionals seek to enhance your strategy, communication and sales conversions, support you to generate a consistent flow of opportunities, and drive the profitable development of your business. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/AdobeStock_399340102-scaled-730x650.jpeg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Informed decisions fuel business growth. Bigwave support clients to review and realise their potential business growth in key areas of the business. As part of identifying the market and growth potential we include a complimentary at distance audit. Once we establish what part of your business would benefit from further development, we can then take a deep dive into your specific sales and marketing needs to compile a comprehensive report, with facts and figures rooted to our recommendations for how our services can achieve your goals. We also offer further support in developing your potential on a monthly basis and can provide an experienced business coach to support your business growth and offer practical ideas that get results. ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) **There is an extensive scope of audit services we can undertake:** 01. ### Audience audits Review customer data and audience demographics to communicate effectively and what motivates them to identify and buy your products or services 02. ### Business growth audits Explore marketing strategy and identify opportunities to grow in your marketplace and expand your audience Creative brand audits – evaluate branding and design to make you think about your business at a deeper level 03. ### Marketing audits Analyse platforms, channels, tools and strategy to identify opportunities to drive up customer engagement 04. ### Paid media audits Review the current condition and possibilities of your account, platform, campaign setup and performance 05. ### SEO audits Evaluate website viability, performance and rankings to boost your search engine optimisationuris. 06. ### Signage audits Onsite walk through to assess signage functionality and promotional opportunities 06. ### Website audits Review web performance and UX/UI to make your website one of your top user experience metrics 06. ### Social media audits Review channels, setup and content to improve your social presence --- ## Bigwave Marketing Blog [![Simon Beer and Tom Gozna with Real Living Wage logo](https://bigwave.co.uk/wp-content/uploads/2026/07/Bigwave-Real-Living-Wage-scaled.jpg) ## Bigwave Marketing becomes accredited Real Living Wage employer](/okf/article/real-living-wage-employer.md) [![2026 Google I/O – Impact on search engine marketing](https://bigwave.co.uk/wp-content/uploads/2024/03/Brighton-SEO.jpg) ## 2026 Google I/O – Impact on search engine marketing](/okf/article/2026-google-i-o-impact-on-search-engine-marketing.md) [![Digital Markets, Competition and Consumers Act (DMCCA): What Marketers Need to Know](https://bigwave.co.uk/wp-content/uploads/2026/05/Marketers-having-a-meeting.webp) ## Digital Markets, Competition and Consumers Act (DMCCA): What Marketers Need to Know](/okf/article/digital-markets-competition-and-consumers-act-dmcca-what-marketers-need-to-know.md) [![Man stretching halfpoint](https://bigwave.co.uk/wp-content/uploads/2026/03/OldGuyStretching-Halfpoint-scaled.jpg) ## Bigwave Marketing partners with GGFit to develop the HealthSeekers brand and national programmes](/okf/article/healthseekers.md) [![Is Meta still an ethical and responsible marketing option?](https://bigwave.co.uk/wp-content/uploads/2026/02/Meta-Ethics-Blog-Image.webp) ## Is Meta still an ethical and responsible marketing option?](/okf/article/is-meta-still-an-ethical-and-responsible-marketing-option.md) [![How can brands use AI ethically in content creation?](https://bigwave.co.uk/wp-content/uploads/2026/02/AI-Content-Creation-Blog-Image.webp) ## How can brands use AI ethically in content creation?](/okf/article/how-can-brands-use-ai-ethically-in-content-creation.md) [![Will AI generated content replace human marketers and creatives?](https://bigwave.co.uk/wp-content/uploads/2026/02/AI-Replacing-Human-Creatives-Blog-Image.webp) ## Will AI generated content replace human marketers and creatives?](/okf/article/will-ai-generated-content-replace-human-marketers-and-creatives.md) [![Someone typing on a laptop with Google on their screen. Showcasing one section of paid media opportunities.](https://bigwave.co.uk/wp-content/uploads/2025/06/Bigwave-Marketing-Blog-Images-1.png) ## Finding Your Audience Online: The Latest in Paid Media Opportunities](/okf/article/finding-your-audience-online-paid-media.md) [![Person holding phone. The Google logo is on the screen, depicting Google Search.](https://bigwave.co.uk/wp-content/uploads/2025/06/Bigwave-Marketing-Blog-Images.png) ## Gaining Traffic from Google Search in 2025 and Beyond](/okf/article/gaining-traffic-from-google-search-in-2025.md) [![The word 'algorithm' repeated on a page, used to depict social media algorithms.](https://bigwave.co.uk/wp-content/uploads/2025/05/Bigwave-Marketing-Blog-Images-4.png) ## From Feed to FYP: How to Stay Visible in Evolving Social Media Algorithms](/okf/article/how-to-stay-visible-in-evolving-social-media-algorithms.md) [![Bigwave Marketing becomes a Certified B Corporation](https://bigwave.co.uk/wp-content/uploads/2025/05/bcorp.webp) ## Bigwave Marketing becomes a Certified B Corporation](/okf/article/bigwave-becomes-b-corp.md) [![Hand holding a phone with ChatGPT on the screen, showcasing a form of GEO.](https://bigwave.co.uk/wp-content/uploads/2025/05/Bigwave-Marketing-Blog-Images.png) ## What is GEO? 3 Reasons Why it Matters to Marketers in 2025](/okf/article/what-is-geo.md) [![Bigwave Marketing Appoints Ivan Stevenson as Non-Executive Director](https://bigwave.co.uk/wp-content/uploads/2025/01/Bigwave-appoint-Ivan-Stevenson-image-2-e1736939170544.webp) ## Bigwave Marketing Appoints Ivan Stevenson as Non-Executive Director](/okf/article/bigwave-marketing-appoints-ivan-stevenson-as-non-executive-director.md) [![WeAre8 Advertising Guide 2025](https://bigwave.co.uk/wp-content/uploads/2024/10/WeAre8-Advertising-Guide.png) ## WeAre8 Advertising Guide 2025](/okf/article/we-are-8-advertising-guide.md) [![Simon & Tom toast with glasses](https://bigwave.co.uk/wp-content/uploads/2024/08/DSC09400-Enhanced-NR-scaled.jpg) ## Bigwave Marketing announces management buyout](/okf/article/mbo.md) [![View of the Torbay harbour](https://bigwave.co.uk/wp-content/uploads/2024/06/torbay-harbour.jpg) ## Join Torbay’s first Creative Hackathon!](/okf/article/join-the-torbays-first-creative-hackathon.md) [![Using AI for Data-Driven Marketing Strategies](https://bigwave.co.uk/wp-content/uploads/2024/03/Northcote-blog-images-1-1.png) ## Using AI for Data-Driven Marketing Strategies](/okf/article/using-data-driven-marketing-strategies.md) [![The Impacts Of AI On Social Media Marketing](https://bigwave.co.uk/wp-content/uploads/2024/03/Northcote-blog-images-5.png) ## The Impacts Of AI On Social Media Marketing](/okf/article/impacts-ai-social-media-marketing.md) [![What Are the Ethical Issues of AI Marketing?](https://bigwave.co.uk/wp-content/uploads/2024/03/Untitled-design-64.png) ## What Are the Ethical Issues of AI Marketing?](/okf/article/what-ethical-issues-ai-marketing.md) [![Security Tips: Protecting Your Meta Business Account Against Hackers](https://bigwave.co.uk/wp-content/uploads/2024/03/Untitled-design-2023-10-25T153230.064.png) ## Security Tips: Protecting Your Meta Business Account Against Hackers](/okf/article/protecting-meta-business-account-hackers.md) [Load More](#) --- ## Branding & Brand Design ![](https://bigwave.co.uk/wp-content/uploads/2023/10/pz-cover-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/10/wpt-logo-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/10/Animal-finder-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Stand out from the competition with slick, attention-grabbing branding. With millions of new businesses starting up in the UK every year, it’s important to have that competitive edge in the market and establish a strong and memorable brand identity. Our brand experience and design experts research and learn the needs and desires of your business to create a brand that is unique and distinctive to become instantly recognisable. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/bigwave-branding-concepts-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/bigwave-branding-logo-design-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/bigwave-branding-stationary-design-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## A logo is just the start Although the term ‘brand’ and ‘logo’ are often used interchangeably, a logo is the symbol of a business, and not the entirety of a brand. In fact, creating a logo is just one small step toward developing a successful brand identity. We create branding strategies that do more than boost appearance; we help to drive business growth, reinforce your brand values and develop strong positioning in the marketplace to sell your products and services. ## Our approach to creating a successful brand #### Whether you’re a new company just getting set up or a long-established brand after a re-evaluation, we have all the tools to produce strong brand guidelines that can be used to design a website and all your marketing assets. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/bigwave-branding-target-audience-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Branding strategy We will help advise you on your target market, competition to best position for your brand for success in the marketplace. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/AdobeStock_449751525-scaled-730x800.jpeg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Branding Workshops A branding workshop is a fantastic way to encourage a collaborative approach to developing a new brand with your team involvement. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/bigwave-branding-corporate-identity-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Corporate identity Creating brands is something we’ve been doing for quite some time and we understand how to give your identity depth. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/bigwave-branding-implementation-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Brand Implementation Once your logo and brand has been created it’s time to roll it out across all your collateral, evolving the brand at this stage is key. [Get In Touch Today](https://bigwave.co.uk/contact/) --- ## Business Growth Consultancy ![](https://bigwave.co.uk/wp-content/uploads/2024/03/data-3-730x527.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/bigwave-business-growth-1-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/bigwave-business-growth-2-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) Running a business can take up a lot of your time. Sometimes, you can be so busy with the day to day operations that you don’t have the time to sit down and think about business strategy, business development, or revenue growth. ### That’s where Bigwave comes in We thrive in an environment where we get to help you reach ambitious sales targets and expand your pool of potential customers with a mix of traditional and digital marketing strategies. We can analyse your business and work with you to create and implement long-term business growth plans, taking your business to the next level.![](https://bigwave.co.uk/wp-content/uploads/2024/03/bigwave-business-growth-data-analysis-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Delivering fantastic revenue growth without the guesswork Here at Bigwave, we love data. That’s why we’re experts in growth consulting. We don’t lecture you or give you a set template to work from, but we take our time getting an in-depth understanding of your particular business, try different growth strategies, analyse the data, and recommend the marketing tactics that have brought the best ROI. We work with you every step of the way. ### Why work with us? 01. We’re a large team of marketing professionals with years of experience driving business growth and increasing revenue 02. We come up with innovative ideas to help you grow and flourish 03. We work with you every step of the way to find an approach that’s best for you 04. We get stuck in helping you execute your plans #### To discuss how our growth consultancy service can help boost your business, get in touch today. [Get In Touch](https://bigwave.co.uk/contact/) [Get In Touch](https://bigwave.co.uk/contact/) --- ## Campaign Design ![Team reviewing data and statistics on an ipad](https://bigwave.co.uk/wp-content/uploads/2024/03/data-730x527.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/andrew-alex-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/film-copy-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Grab your target audience’s attention with a marketing campaign. People speak visually. With so much information presented in a visual format, your customers have come to expect your message to be delivered in the same way. Think about how powerful stand-alone pieces of visual content are - infographic, motion graphics, and interactive pieces are all incredibly powerful messaging tools, seeing huge engagement on social media and beyond. ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Our campaign process. 01. ### CAMPAIGN PLANNING SESSION A successful marketing campaign starts with a successful marketing strategy. Our first step is always to have an in-depth discussion about your business, your products or services, your target audience, and the objectives the campaign needs to achieve. 02. ### CAMPAIGN PLAN CREATION Next, we create a campaign plan tailored to match the target market, budget and goals. The plan includes services and products that we intend to use for delivery along with clear deadlines. 03. ### CAMPAIGN DESIGN After our campaign team has completed planning how it’s going to be marketed, it’s over to our creatives to design how the campaign will look when released as physical print items and digital assets. 04. ### CAMPAIGN ROLL-OUT Once all campaign items have been created, whether it’s social media content, motion graphics, a microsite, landing pages, video production, printed materials, or motion graphics, the rollout of the campaign begins. The plan is followed and monitored to ensure a smooth campaign lifespan. 05. ### CAMPAIGN MONITORING With the campaign release and gaining traction, we will be monitoring the impact to see if the correct audience is engaging, leads are flowing in and positivity spreads across social media. During this, all digital elements can be modified or changed almost instantaneously to improve results and guarantee success. 06. ### CAMPAIGN SUCCESS ANALYSIS As we come to the end of your campaign period we meticulously review audience engagement, lead generation, and positivity across social media platforms to generate a detailed report. Each report will give you insights into which marketing activities were successful, which did not deliver and the overall ROI of the campaign. [![Bigwave campaigns](https://bigwave.co.uk/wp-content/uploads/2024/03/Bigwave-campaigns-1-730x788.webp)](#) [![Social media graphics from a Bigwave campaign](https://bigwave.co.uk/wp-content/uploads/2024/03/Bigwave-campaigns-3-505x326.webp)](#) [![Billboard advert for a Bigwave campaign](https://bigwave.co.uk/wp-content/uploads/2024/03/Bigwave-campaigns-2-505x326.webp)](#) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Imagine how powerful a unified visual campaign could be. At Bigwave, we’ve got years of experience designing, creating, and running innovative, interesting, and boundary-pushing campaigns for a wide range of clients. Not only are we incredibly creative, but we’re also results-driven, constantly optimising campaigns to get maximum engagement and conversions. #### **The result?** Visual strategy work that results in success for clients in just about every industry. #### SEE OUR WORK ## A few campaign projects Sorry, looks like we haven't uploaded a sample of work for this section yet! --- ## Careers ## Current Vacancies ## Digital Marketing – Paid Media Manager Already know paid media is more than clicks and impressions? Find out if this job is for you! Salary: £27,359 - £35,339 (DOE) Roll Status: Full time (37.5 hours p/w) Interview Dates: Interviews week beginning 03 June 2026 [View Vacancy](/okf/careers/digital-marketing-paid-media-manager.md) ## Content Creator Crafting compelling content that connects, converts and captivates clients? Find out if this job is for you! Salary: £27,000 Roll Status: Full Time Closing Date: 10/07/2026 [View Vacancy](/okf/careers/content-creator.md) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/jag-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/andrew-alex.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Winners of the 2022 Business Awards: Best Place to Work. Bigwave is proud to have been awarded the title of "Best Place to Work 2022" by the Western Morning News in their prestigious business awards. The judges evaluated several key factors: - Employee well-being, happiness, and safety. - How employees are treated with respect and equality. - The company's credibility in terms of vision, communication, and coordination. - Encouraging employees to take pride in their work. - Creating an atmosphere that fosters a successful team environment. ### Work Experience #### Looking to get hands-on experience? We offer opportunities to gain real experience in a supportive and creative environment. If you’re eager to learn, passionate about marketing, and ready to get involved in exciting projects, we’d love to hear from you. [Contact us](https://system.citrushr.com/Job?uid=zmnrmwvobccnnlgvuakd "Contact us") ### Join our Talent Pool #### Don’t see a role that fits you right now? No problem. We’re always on the lookout for great people to join our team, even if we don’t have the perfect role open just yet. Whether you’re a marketer, designer, strategist, or something entirely unique, we’d love to keep you on our radar. [Submit CV](https://system.citrushr.com/Job?uid=xqtaplnrvpliyxljqkzt "Submit CV") Out of numerous applicants and three finalists, Bigwave emerged as the clear winner for the best place to work. Here are some of the perks of working at Bigwave and the reasons why we earned this esteemed recognition in 2022: ### Competitive Salaries Depending on you and your experience ### 25 days annual paid holiday And bank holidays. ### Work from home You can work from home 3 days a week. ### Flexible work hours Choose your start and finish hours. ### Christmas shutdown It wouldn’t be Christmas without a party! ### Annual company retreat We have been to Barcelona and Nice so far. ### Regular company social events From BBQ’s to bowling, we know how to have fun. ### Pension scheme Each payday we pay into your pension scheme. ### Cycle to work scheme. Health for you and the environment. ### Career ladders and training Clear progression and personal advancement. ### Healthcare plan We provide 24/7 GP access and cover your healthcare costs. ![Two colleagues chatting about design concepts](https://bigwave.co.uk/wp-content/uploads/2024/03/nigel-dan-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/flo.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The Bigwave Happiness Board At Bigwave, we prioritise the happiness and well-being of our employees. To ensure a positive work environment, we have an employee-led Happiness Board that meets regularly. The primary responsibility of this board is to organise and run staff events, fostering a sense of camaraderie and enjoyment among our team members. In addition to organising internal events, the Happiness Board also takes part in planning charity events. These events provide our staff with the opportunity to actively contribute to fundraising initiatives and give back to our communities. We believe in making a positive impact beyond our business, and these charitable endeavours align with our values of social responsibility and community involvement. At Bigwave, we recognise that a happy and fulfilled team is key to our success. Through the efforts of our dedicated Happiness Board, we strive to foster a work environment that not only supports professional growth but also promotes a sense of belonging, teamwork, and community engagement. ## Team Voices **Thinking of joining Bigwave?** Here Is why we all love working at Bigwave Marketing and why you will too! ![](https://bigwave.co.uk/wp-content/uploads/2023/06/quotes.png) …proud to be building a company culture that sees such an amazing group of people working for Bigwave right now. Andrew Ley Graphic Designer Throughout my Apprenticeship, I felt supported by everyone at Bigwave and appreciated how willing people were to take time out of their day to help me. I was always treated equally and given opportunities to demonstrate my own capabilities. I was so pleased when I was offered a full-time position. Laura Fry Digital Project Manager --- ## Contact us CommentsThis field is for validation purposes and should be left unchanged. Name(Required) First Last Email(Required) Phone Company web address Type of enquiry(Required)Please selectMarketing support or quoteCareers or work experienceOther Comments(Required)Please let us know what's on your mind. Have a question for us? Ask away. From time to time, Bigwave Marketing, or its agents, may like to send you information and offers about its products and services. Your information will never be passed on to third parties. Would you like to receive our marketing material by email(Required) Yes, I'm happy to be contacted No, I'd rather not be contacted ### **Exeter Office (HQ)** 1st Floor, Exeland House Tudor Street, Exeter, EX4 3BR #### [01392 492380](tel:01392%20492380) ### **Plymouth** #### [01752 668813](tel:01752668813) ### **Torquay** #### [01803 266380](tel:01803266380) --- ## Content & Copywriting ![](https://bigwave.co.uk/wp-content/uploads/2024/03/content-4-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/content-2-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/jag-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## See your content as a chat between brand and audience. Stay engaging, like in conversation. At Bigwave media, that’s our goal. Our bespoke content marketing packages are designed to reassure your audience that your organisation has the solution they’ve been after. We’re here to make you sound more enticing than your competitors, whilst adopting a voice that reflects and reinforces your brand, and speaks directly to your potential customers. ### Our content and copywriting services include: - Blogs - Articles - Ecampaigns and newsletters - Advertorials - Press releases - Website audits and authoring - Infographics - Case studies - Whitepapers ### Good content creation will: - Improve your rankings on the Search Engine Results Pages (SERPs) - Make it easier for potential customers to find, engage with, and contact your business - Build brand awareness - Build a trust-based relationship with your audience and customers - Compliment other marketing activities ![](https://bigwave.co.uk/wp-content/uploads/2024/03/content-1-730x798.webp) ![Women sat at a computer screen and desk.](https://bigwave.co.uk/wp-content/uploads/2023/08/women-looking-at-a-website-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/content-3-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## You’re in good hands. Anyone can write mediocre content, but it takes an expert and experienced hand to craft content that will entice your audience across various devices, platforms, and mediums. Using industry research, great SEO practices, and a fanatical devotion to good grammar and punctuation, we are able to write a variety of content pieces, including commercial and informational copy, engaging blogs with stand-out headlines, and high-performance press releases. ## Our approach to content and copywriting. We pride ourselves on our agility and our focus on making sure your content truly reflects the heart of your business. We don’t have a one-size-fits-all model. Instead, we’ll work with you to truly understand your business, your needs, and your target audience, crafting a content creation plan that’s perfect for you. Whether you are simply looking to keep your blog page fresh or whether you need long-form informative whitepapers or infographics, we’ve got it covered. Whatever the challenge is, we have the expertise to create content that truly engages an audience. [Get in touch](https://bigwave.co.uk/contact/) to find out how we can create fresh, relevant, and successful content for your business. [Contact us](/okf/page/contact-us.md) --- ## Conversion Optimisation (CRO) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/content-4-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/social-4-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/data-3-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Boost your business by transforming web traffic into sales. Conversion rate optimisation (CRO) is the lifeblood of any business. Generating loads of web traffic is great, but if your website or landing pages can’t convert those people into real, paying customers, then you might find that you struggle more than you need to. Not only can we help you attract more web traffic by creating high-quality content marketing that’s SEO, pay-per-click, and social media friendly, but we can help you take that traffic and turn it into a horde of customers. ## Let Bigwave send shockwaves through your conversion rates. We know that fixing low conversion rates is a common goal for businesses, which is why we’re dedicated to improving traffic conversions from all areas, from social media marketing and email campaigns to organic website traffic. Bigwave takes a data-driven approach to conversion optimisation, using software such as Google Analytics to get to the heart of your traffic flow and keep a firm eye on results. We help companies from all industries succeed in turning views into leads, for both centralised and franchised organizations. Cardinal will keep you constantly informed about the return on your CRO investment, and together we’ll get you the growth you’re looking for. Our conversion rate optimisation services include: 01. ### Requirements analysis 02. ### Data-driven strategy 03. ### Extensive A/B testing 04. ### Optimisation of social media ads 05. ### Clear and frequent reporting 06. ### Detailed statistics (via Google Analytics) [Get in touch](https://bigwave.co.uk/contact/) with our CRO specialists today to find out how we can boost your sales. ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## We take the laborious testing process out of your hands. We can quickly sift through your web traffic data, working out where it’s coming from, who’s converting, and where potential areas for improvement lay. Then we use our experience and current best practices to optimise your websites and landing pages, taking fiddly testing processes away from you and leaving you to focus on running our business. Our web development team find the best way to increase traffic, clicks, leads, sales, and form fills, all of which improve conversions. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/seo-1.webp) --- ## Cookie Policy ### **Bigwave Media Cookies Policy:** Our website uses cookies which allow us to monitor the use of our website. This is for general purposes only and the information we gather cannot be used to identify you as an individual. We only use Google Analytics, Hotjar, ModX, Add This Social and CloudFlare. We do not use any other third party cookies. By using this website you consent to the processing of data by Google Analytics, Hotjar, ModX, Add This Social and CloudFlare. If you do not consent to the use of Google Analytics, Hotjar, ModX, Add This Social and CloudFlare, contact us at . We will provide you with advice on how to reject Google Analytics, Hotjar, ModX, Add This Social and CloudFlare cookies via your browser. Please note that if you do this you may not be able to use the full functionality of this website. For more information about cookies and the type of cookies our website uses, see the frequently asked questions we have prepared below. ### **What is a cookie?** A cookie is a small text file which is generated by a website and stored in a folder on your computer. The cookie stored is unique to your computer. ### **Why are cookies needed?** Cookies are needed to make websites work better. For example when you add an item to your shopping cart on the Amazon website the contents of the shopping cart are stored in the cookie. Another example would be when you log into a webmail service such as Hotmail or Gmail a cookie is generated that confirms you are logged in. When you log off the cookie is deleted. This means if someone goes back to your webmail address they will not be able to read your emails. ### **What cookies does Bigwave Media use?** Bigwave Media uses Google Analytics, Hotjar, ModX, Add This Social and CloudFlare cookies to record visits to the website. This helps us to identify which parts of the website are popular and which are less so. ### **Cookies Information** NAMEWHY DOES IT COLLECT MY DATA?WHEN DOES IT ACTIVATE?WHAT DOES IT COLLECT?HOW LONG DOES IT KEEP MY DATA FOR?WHAT DOES IT NOT DO?Google AnalyticsEarly web traffic analytics used the IP address of a visitor a website however this did not allow for tracking individual visitors where the IP address was the same, for example, computers on a corporate network. The information generated by Google Analytics cookies will be used by Google Analytics to evaluate the use of this website. Google Analytics may also transfer this information to third parties where required to do so by law, or where such third parties process the information on Google Analytics’ behalf.Upon entryIdentify a computer to a websiteStore information generated by a website2 yearsIdentify a computer’s owner to a websiteGather information from a computerHotJarTo provide analytical data to support ongoing web development and user experience updatesUpon entryIdentify a computer to a websiteStore information generated by a websiteSessionIdentify a computer’s owner to a websiteGather information from a computerWordPressTo enable a sign up form prompt to visitorUpon competition of a formWhether user has completed a form in the current sessionSessionIdentify a computer’s owner to a websiteGather information from a computerAdd This SocialTo enable visitors to share content with a range of networking and sharing platformsUpon use of social share optionThis cookie is set by Eloqua as part of the traffic analysis used in a similar vein to Google Analytics and Get Clicky. This is used internally within GSMA.2 yearsIdentify a computer’s owner to a websiteGather information from a computerCloudflareIdentify individual clients behind a shared IP address and apply security settings on a per-client basis Identify that client and not challenge them again5 yearsIt does not correspond to any user id in the web application, nor does the cookie store any personally identifiable information.**I still do not want cookies on my PC – what can I do?** All major browsers have options that will restrict the use of cookies. However, in many cases this will limit the features you can use on a website. --- ## Cookie Policy ### **Please take a moment to read our cookie policy.** A cookie is a simple text file that is stored on your computer or mobile device by a website’s server and only that server will be able to retrieve or read the contents of that cookie. Each cookie is unique to your web browser. It will contain some anonymous information such as a unique identifier and the site name and some digits and numbers. It allows a website to remember things like your preferences or what’s in your shopping basket. You can find out more about cookies at [www.allaboutcookies.org](http://www.allaboutcookies.org/). ##### **WHY DO WEBSITES USE COOKIES?** Cookies are useful because they allow a website to recognise a user’s device. Most websites you visit will use cookies in order to improve your user experience by enabling that website to ‘remember’ you, either for the duration of your visit (using a ‘session cookie’) or for repeat visits (using a ‘persistent cookie’). Cookies do lots of different jobs, like letting you navigate between pages efficiently, storing your preferences, and generally improving your experience of a website. Cookies make the interaction between you and the website faster and easier. If a website doesn’t use cookies, it will think you are a new visitor every time you move to a new page on the site – for example, when you enter your login details and move to another page it won’t recognise you and it won’t be able to keep you logged in. Some websites will also use cookies to enable them to target their advertising or marketing messages based for example, on your location and/or browsing habits. Cookies may be set by the website you are visiting (‘first party cookies’) or they may be set by other websites who run content on the page you are viewing (‘third party cookies’). ##### **UNDERSTANDING HOW AND WHY WE USE COOKIES** Cookies enable us to identify your computer / mobile device when you visit our website. We only use cookies that are strictly necessary to enable you to move around our website or to provide certain basic features. We use cookies to enhance the functionality of the website by storing your preferences, for example. We also use cookies to help us to improve the performance of our website to provide you with a better user experience. The main reason that we use cookies is to gain anonymous information as to how users are engaging with our website. We use Google Analytics to identify factors such as average time spent on our website, which pages are most commonly visited, how users found our website and the route taken through the website during a users visit. This information is anonymous and we don’t collect personal information regarding visitors to our website through cookies. We don’t sell the information collected by cookies, nor do we disclose the information to third parties, except where required by law (for example to government bodies and law enforcement agencies). If you’re not happy with this, you can control third party cookies by adjusting your browser settings, or you can [Opt-out of tracking here](https://tools.google.com/dlpage/gaoptout). The below list details the cookies used in our website. ##### **HOW YOU CAN MANAGE YOUR COOKIES** The browsers of most computers, smart phones and other web-enabled devices are typically set up to accept cookies. If you wish to amend your cookie preferences for this website or any other websites, you can do this through your browser settings. Your browser’s ‘help’ function will tell you how to do this. If you don’t want to receive cookies, you can modify your browser so that it notifies you when cookies are sent to it or you can refuse cookies altogether. You can also delete cookies that have already been set. However, please remember that cookies are often used to enable and improve certain functions on our website. If you choose to switch certain cookies off, it is likely to affect how our website works. By using our site you accept the terms of our [Privacy Policy](#). --- ## Creative ## [Campaign Design](/okf/page/campaign-design.md) Our team specialises in curating and executing impactful marketing campaigns. Whether engaging local businesses or multinational corporations, we’re here to ensure campaign success for your business. [Learn more →](/okf/page/campaign-design.md) ## [Print Design](/okf/page/print-design.md) Clever, effective, and high-quality print design will get your business attention where it counts. It can build your brand awareness or communicate a focused message – making you stand out to your target audience and leaving a lasting impression. [Learn more →](/okf/page/print-design.md) ## [Film/Video](/okf/page/film-video.md) Video accounts for more than 75% of all online traffic. Our creative team has the experience and passion for making the perfect film or video for your business. [Learn more →](/okf/page/film-video.md) ## [Motion Graphics](/okf/page/motion-graphics.md) Our motion graphics service is your gateway to visual storytelling. With a keen eye for detail and a commitment to excellence, we’re here to help you tell your story in the most compelling way possible. [Learn more →](/okf/page/motion-graphics.md) ## [Exhibitions Design](/okf/page/exhibitions-design.md) Our professional team have years of experience in the planning, creation and installation of exhibition stands in the UK and Europe. [Learn more →](/okf/page/exhibitions-design.md) ## [Environmental Design](/okf/page/environmental-design.md) At the heart of our service is enhancing the mood and experience for your customers within your facilities. [Learn more →](/okf/page/environmental-design.md) ## [Photography](/okf/page/photography.md) Our team is experienced in crafting professional quality images that are designed to accelerate your sales and boost your business performance. [Learn more →](/okf/page/photography.md) ## [Content & Copywriting](/okf/page/content-copyrighting.md) Much like verbal communication, the key is to remain engaging. [Learn more →](/okf/page/content-copyrighting.md) ## [Packaging Design](/okf/page/packaging-design.md) We understand how to take your brand and creative packaging that makes your products stand out. [Learn more →](/okf/page/packaging-design.md) ## [Infographics](/okf/page/infographics.md) Visual content is 40x more likely to be shared on social and infographics are the perfect way to give an easy-to-understand overview of a topic. [Learn more →](/okf/page/infographics.md) --- ## Data ![](https://bigwave.co.uk/wp-content/uploads/2024/03/data-2-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/data-1-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/AdobeStock_654383341-copy-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Revolutionise your marketing and sales In marketing, big data comprises gathering, analysing, and using massive amounts of digital information to improve business operations. It is fast becoming an indispensable tool to devise marketing strategies to attain greater customer loyalty and responsiveness, optimise performance and increase conversions. Bigwave are seasoned professionals when it comes to helping organisations both large and small capture clean data to develop killer marketing campaigns tailored to your customers’ specific needs. Clean data means that data is current, easy to process and as accurate as possible to provide valuable insights into consumer behaviour, goals, pain points and challenges. Combined with a frictionless onboarding digital process for new customers your market potential will take a huge leap forward. ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## There is a wide variety of data services we can undertake 01. ### Campaign analytics Tracking customer journey from initial interest to final purchase helps give a clear picture of what channels to prioritise in your marketing efforts. 02. ### Demographic profiling Grouping consumers into demographic profiles delivers insights into who your customers are, where they are, what they want and how they want to be contacted and when. 03. ### Customer data analysis Big data can help you discover what influences customer loyalty and what keeps them coming back again and again. 04. ### Social media analytics and reporting Track the overall impact of your brand’s social media presence to helps optimise reach and engagement with your target audience. 05. ### Social media training Become master users of social media as an effective online marketing tool for your business to connect with you customer base. 07. ### Website traffic reporting We are experts that deciphering website traffic information to help modify your site to accommodate visitors, so that your goals and theirs align. 06. ### Website user experience (UX) audit We use heatmapping technology to show an aggregated visualisation of user mouse movements, scrolling, clicks and taps to discover website usage patterns and make data-informed optimisations to increase conversion rate and revenue. 08. ### Search Engine Optimisation (SEO) Reporting Find out how well your website is performing to boost ranking on Google and across all populate search engines. 09. ### Google analytics training A Certified Google Partners we can help you utilise Google’s free web analytics service that allows you to analyse in-depth detail about the visitors on your website. It provides valuable insights that can help you to shape the success strategy of your business. --- ## Demographics ![](https://bigwave.co.uk/wp-content/uploads/2024/03/demographic-1-portrait-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/Demographic-2-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/data-3-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Target your consumer more accurately. Whether you are a large multi-national corporation or a small independent, demographics can give you a head start in understanding your market. Knowing who make up your target audience is the first step for creating highly effective marketing strategies and advertising campaigns, and for responding to changes in consumer demand. Demographics data allows you to segment your customers by individual characteristics and variables, such as; age group, gender, occupation, location and a whole lot more. How demographics help to inform planning aspects of your business: #### Business planning When determining business revenue, you need to know who your hoping to serve, to ensure that your products and services meet their needs. #### Market research Identifying your target market helps develop successful marketing communication strategies. #### Image building By knowing who your target audience is, you can develop your company’s logo, imagery and general presence to best appeal to your customer base. #### Media use It is important to know what platforms and media outlets your target market use to know where to pitch your coverage. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/data-2-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/Demographic-5-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/Demographic-6-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Our approach to audience segmentation Through our Experian online service and CACI ACORN profiling services, we can get a rich and detailed picture about the people that live in an area. Mosaic provides real-world insight representing real customers. It is accurate, customisable, actionable, rich, and dynamic across all channels. Bigwave have worked with Experian for several years and hold full license to use this data to help improve marketing and business intelligence. We also work with CACI and partners to utilise ACORN profiles – mapping consumers against ACORN types and groups to enable marketing to be more personalised and targeted. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/Northcote-blog-images-2-730x800.png) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/Northcote-blog-images-8-505x326.png) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/AdobeStock_654383341-copy-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Take the next step to grow your business We work hard to understand and get to know your local market, demographic, and challenges. To fully understand local impact and knowledge, Bigwave work collaboratively with your team to ensure we are able to fully include all potential target groups and audiences. In conjunction with our market knowledge and at-distance analysis we are able to create highly targeted marketing campaigns. --- ## Digital Planner ![](https://bigwave.co.uk/wp-content/uploads/2024/04/bigwave-ditial-planner-main-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/04/bigwave-ditial-planner-3-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/04/bigwave-ditial-planner-2-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ##### The Digital Marketing Action Planner is a resource to help you improve your digital marketing. ## Digital Marketing Action Planner This resource is designed to help you to: - Create an audience or customer journey - Promote what you offer better and to more people - Create demand, which lead to new customers - Build engagement with and demand from your customers - Potentially increase your income over time. ![](https://bigwave.co.uk/wp-content/uploads/2024/04/bigwave-ditial-planner-analytics-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) This planner sets out an easy-to-use tick list to help you explore and increase your use of digital marketing. We recommend you work through the planner, ticking off each item you have already actioned or currently do. You’ll then be left with a list of potential actions to focus on. The actions are suggestions for you to implement at your own pace. Apply as you see relevant to your business and use your audience insight, own capacity and knowledge of what has/hasn’t worked in the past to identify which will be of most use to you as you seek to engage more prospective customers. ##### If you want to take action but don’t know how to, then contact Contact us and we will see how we can help. [Download](https://bigwave.co.uk/wp-content/uploads/2024/08/Digital-Planner.pdf) ## What the FREE planner contains ![](https://bigwave.co.uk/wp-content/uploads/2024/04/bwm-digital-planner-brief-1.svg) ### Customer journeys In marketing terms, a ‘customer journey’ is simply the path that an individual takes, via touchpoints, in their decision to purchase an item. Journeys work across many settings. ![](https://bigwave.co.uk/wp-content/uploads/2024/04/bwm-digital-planner-template-1.svg) ### Digital Marketing Pillars We’ve aligned this action planner to five pillars: Social media, Content, Websites & Metrics, Search (SEO) and Email. ![](https://bigwave.co.uk/wp-content/uploads/2024/04/bwm-digital-planner-report-1.svg) ### Actions Every stage features an action sheet for you to set some objectives and create your plan. ![](https://bigwave.co.uk/wp-content/uploads/2024/04/bwm-digital-planner-plan-1.svg) ### Summaries and idea Every stage of the journey is summarised, with ideas and example measures or targets.[Download](https://bigwave.co.uk/wp-content/uploads/2024/08/Digital-Planner.pdf) ### Further support Employing over 40 specialist staff, we provide innovative and cost-effective marketing, design and digital services. If your organisation needs marketing support, then we can provide a range of full services to help. ***Please contact Simon Beer via [email](mailto:simonbeer@bigwave.co.uk).*** --- ## Email Marketing ![](https://bigwave.co.uk/wp-content/uploads/2024/03/content-4-730x800.webp) ![Two colleagues chatting about design concepts](https://bigwave.co.uk/wp-content/uploads/2024/03/nigel-dan-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/data-4-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## We help brands create the right email, at the right time, for the right audience. Every single time. Email marketing has evolved. It’s now so much more than a lump of conversational content chucked at your email list that ends up getting lost in inboxes – or worse, deleted. Subscribers and customers expect and demand more. Whether you need to market a shiny new product, send people to landing pages, boost awareness of your campaigns, or simply communicate with your subscribers, Bigwave has the experience and know-how to get your email marketing strategy the right results every time. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/emarketing-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/andrew-alex-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/content-3-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Easy, low cost sales generation Email marketing campaigns have been shown to deliver incredible results. It is more sophisticated and powerful than ever before, offering businesses a very high return on investment. It’s not only fast, relatively cheap, and incredibly profitable, but it’s also a fantastic tool for building a relationship of trust and awareness with your customers. Regular emails that deliver valuable content marketing assets to your subscribers helps to position your business as thought-leaders, and email encourages subscribers to revisit your website and buy your products. In fact, the Digital Marketing Association suggests that 66% of customers purchase after receiving an email marketing message. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/Demographic-1-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/Demographic-5-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/seo-4-scaled-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Success that you can track One of the biggest advantages of using email marketing management is that you are able to see real-time reports as soon as a campaign is launched. After you have sent your email, you will be able to see how many people opened and read it, clicked through to your website, and sent it on to a friend. Since we are a full-service digital marketing agency, we will also be able to track the customer beyond the email – meaning that we can see who purchased from you after an email. ## We help you reach out to your customers Bigwave can help you with every step of your email journey, from campaign planning to design and marketing. From small businesses to large corporations, email marketing is an essential part of any company’s toolkit. Our dedicated email marketing services include: - **Create/send HTML e-flyer campaigns** - **Bespoke and editable HTML template** - **Full campaign analysis reporting** - **Bounce summary and collation cleans your database** - **Automatic subscriber management** - **Management of existing subscriber lists including uploading and segmentation** - **Ability to view past and present campaigns** - **Ability to social share and track each campaign across Facebook and Twitter** - **Increased retention with automated email journeys** - **Quick, easy, and affordable results** Available as pay as you go or as part of a monthly subscription package. For a walkthrough of the software or for a pricing structure, [please contact us.](https://bigwave.co.uk/contact/) --- ## Environmental Design [![](https://bigwave.co.uk/wp-content/uploads/2024/03/Environmental-6-730x800.webp)](#) [![](https://bigwave.co.uk/wp-content/uploads/2024/03/Environmental-7-505x326.webp)](#) [![](https://bigwave.co.uk/wp-content/uploads/2024/03/Environmental-5-505x326.webp)](#) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Own your environment. Environmental graphic design offers more than just exciting murals and signage. The primary goal of EGC is to affect a person’s mood wherever they are. If you were to walk into a gym with no decal on the walls would you be pumped up for your workout? Probably not. At Bigwave, we have experience with hundreds of different environmental graphic design jobs; from wayfinding signage in gyms to decal in corporate offices, we know what we’re doing. If you still aren’t convinced about the importance of EGC, people who visited a certain area with great design said they were 2x more likely to recommend it to somewhere which had poor or no EGC. [![](https://bigwave.co.uk/wp-content/uploads/2024/03/envior-730x800.webp)](#) [![](https://bigwave.co.uk/wp-content/uploads/2024/03/Environmental-1-505x326.webp)](#) [![](https://bigwave.co.uk/wp-content/uploads/2024/03/Environmental-2-505x326.webp)](#) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Flaunt your brand to the public. A particular area of environmental graphic design in which we specialise in is exterior design. This may be signage that sits outside a business or even window decals for the public to see as they walk past. Just like with a billboard, you want people to spot your business from afar which is made possible with EGC. The design team at Bigwave have a heap of experience with window decal, outside murals, and large exterior signage. If you’re looking for your business to stand out to the general public, be sure to contact us [here](/okf/page/contact-us.md). [![](https://bigwave.co.uk/wp-content/uploads/2024/03/Environmental-4-730x788.webp)](#) [![](https://bigwave.co.uk/wp-content/uploads/2024/03/Environmental-9-505x326.webp)](#) [![](https://bigwave.co.uk/wp-content/uploads/2024/03/Environmental-3-505x326.webp)](#) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Experience defining design. As said above, environmental graphic design is there to change a way a person feels about a certain space. EGC is commonplace inside of businesses, where it can be anything from useful wayfinding signage to inspirational quotes plastered on gym walls. Whether the purpose of the EGC is to be used by customers or to just look aesthetically pleasing, the aim should always be to make that person feel comfortable. Our design team have delivered successful interior design projects to hundreds of our clients, so if you want to be the next get into contact [here](/okf/page/contact-us.md). --- ## Exhibitions Design ![](https://bigwave.co.uk/wp-content/uploads/2024/03/exhibition-2-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/exhibition-1-505x894.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Cut through the noise with attention-grabbing exhibition designs. It’s no secret that digital is taking a front seat in the marketing space, however, every experienced marketer knows that times come when physical appearance matters. Whether you’re delivering an important presentation in front of hundreds or representing your business at a trade show, you need to stand out from the crowd. How do you do this, with a design that is truly hard to ignore. ## Bigger is better. The beauty of large format exhibition artwork lies in its ability to captivate viewers from afar. However, this demands that your design be nothing short of attention-grabbing. At Bigwave, we boast ample experience in crafting large-format designs that leave a lasting impression. From bus wraps to billboards, our adept design team understands the intricacies of such projects and excels in enticing even the most preoccupied passers-by into your sales orbit. If you aspire to become the talk of the town, reach out to us today. [Contact us](/okf/page/contact-us.md) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/exhibition-4-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/exhibition-3-505x326.webp) ![Two colleagues chatting about design concepts](https://bigwave.co.uk/wp-content/uploads/2024/03/nigel-dan-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## You’re in good hands. Even in the digital age, exhibitions and trade shows are still extremely important for industry leaders to flex their knowledge and win business. With hundreds of attendees at these events, it’s no easy feat to gain attention. However, with the help of our experienced design studio, you can stand out from your competitors with visually appealing and cutting-edge design. From concept to installation, we’re here to help you catch the eye of event attendees. So, if you’re wanting to make the right impression at your next exhibition, be sure to get in touch with us. ## A new level of presenting. There comes a time in a professional’s life where they will have to present to a large audience. Whether this is a new product concept or reporting on last month’s sales figures they all have the same purpose... To inform. Sometimes, information can get quite tedious, however. With an average attention span of 8 seconds, people need to consume information that is easy to digest – which is where we come in. With the use of animated video, images, GIFs and much more; our design team can create stunning video presentations that turn a monotonous PowerPoint into eye-catching, motion graphic design. If you have an important presentation looming on the horizon, then drop us a line. [Contact us](/okf/page/contact-us.md) --- ## Facility Management ![](https://bigwave.co.uk/wp-content/uploads/2024/03/Environmental-8-730x788.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/bigwave-interior-deaign-2-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/bigwave-interior-deaign-3-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Creating inspiring environments with our expert renovation and interior design services. We offer a range of services, including interior design, construction, refurbishment, and project management, to ensure that every aspect of your project is handled with care and professionalism. **Whether you’re looking to renovate an existing space or build a new one from scratch, we’re here to help you achieve your vision.** ![](https://bigwave.co.uk/wp-content/uploads/2024/03/unnamed-file-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Interior Design. Our team of experienced designers will work closely with you to create a tailor-made solution that suits your unique needs and preferences. We believe that well-designed spaces not only look great but also enhance your visitor’s daily experiences. Our interior design services include: - Space planning - Furniture selection and procurement - Lighting design - Material and finish selections - Custom millwork and cabinetry design ![](https://bigwave.co.uk/wp-content/uploads/2024/03/bigwave-construction-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/bigwave-electrician-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/bigwave-plasterer-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Construction. We pride ourselves on delivering high-quality construction services that adhere to the highest standards of safety and sustainability. Our in-house team of construction experts will guide you through every step of the process, ensuring that your project is completed on time and within budget. Our construction services include: - New builds - Commercial fit-outs - Structural modifications - Mechanical, electrical, and plumbing installations ![](https://bigwave.co.uk/wp-content/uploads/2024/03/bigwave-interior-decorating-painting-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Refurbishment. Breathe new life into your existing space with our refurbishment services. Our skilled professionals will assess your current space and develop a refurbishment plan that aligns with your goals and objectives. From minor updates to major overhauls, we’re here to help you create a space that feels fresh, modern, and inviting. Our refurbishment services include: - Flooring updates - Wall treatments - Ceiling modifications - Lighting upgrades - Accessibility improvements ![](https://bigwave.co.uk/wp-content/uploads/2024/03/bigwave-construction-project-management-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/bigwave-construction-project-management-2-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/bigwave-construction-project-management-3-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Project Management Effective project management is crucial to the success of any project. Our dedicated project managers will oversee every aspect of your project, ensuring that everything runs smoothly and according to plan. From coordinating with various stakeholders to monitoring schedules and budgets, our project management services will provide you with peace of mind throughout the entire process. Our project management services include: - Timeline and budget management - Risk management and mitigation - Quality control and assurance - Contractor and vendor management - Communication and reporting #### Contact us today to discuss your project and discover how our Comprehensive Facility Solutions can help you transform your space and enhance your experiences. [Get In Touch Today](/okf/page/contact-us.md) [Get In Touch Today](/okf/page/contact-us.md) --- ## Film/Video ![](https://bigwave.co.uk/wp-content/uploads/2024/03/film-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/film-and-video-3-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/film-and-video-1-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## We believe in creating the right message for the right people, at the right time. At Bigwave Marketing, we provide Video & Film production for marketing campaigns, TV and online. Passionate about making the perfect film or video for your business, we will work with you to find the right audience, tone, and content and will handle all aspects of recording, copying, playback, broadcasting, and display of moving visual media. We can accommodate any film you need, from TV commercials and YouTube ads to full-scale marketing campaigns and brand films. ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## How we create captivating videos. 01. ### Concept development Develop ideas for the promotional video, aligning them with the brand’s goals and target audience. 02. ### Scriptwriting Develop a script that outlines the narrative, key messages, and visuals for the video. 03. ### Pre-production planning Organise logistics like location, shoot list, and equipment for a smooth filming process. 04. ### Filming Capture high-quality footage following to the script and shoot list at all pre-planned locations. 05. ### Editing and post-production Piece together the footage, add visual effects, music, and graphics to enhance the video’s impact. 06. ### Review and approve Distribute the video across relevant channels, such as social media, TV or web to maximise its reach. --- ## Fractional marketing ![](https://bigwave.co.uk/wp-content/uploads/2024/03/andew-ley-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/john-schnobrich-FlPc9_VocJ4-unsplash-scaled-1-505x326.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Your Expert Fractional Marketing Team You gain access to a team of 47 in-house staff who are experts in their respective fields and are already delivering fractional marketing services to local authorities, charities, educational institutions, and private sector businesses across the UK. Our fractional clients come from a wide range of industries, including accountancy, bio-tech, cost-reduction, culture, hospitality, insurance, law, leisure, manufacturing, skincare, and tourism. ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Available services and roles We can provide you with a comprehensive range of services and roles to meet specific marketing needs. These include: ### Advertising - Media buyers - Account Managers ### Branding - Creative director - Senior graphic designers - Graphic designers ### Creative design - Creative director - Senior graphic designers - Graphic designers - Digital Designers - UI/UX Designers ### Content/copy writing - Content Managers - Content Executives - Social managers - Social Executives ### Email & SMS marketing - Digital designers - UX Designers - Account Managers ### Hosting - Web developers ### Paid media advertising (PPC) - Paid Media Managers - Paid Media Executives ### Photography - Photographers ### Print - Print buyers - Account Managers ### Search engine optimisation - Senior SEO Managers - SEO Managers - SEO Executives ### Social media - Social Managers - Social Executives ### Videography - Videographers - Editors ### Websites - Senior Web Developers - Web Developers - UI/UX designers - Digital Designers By leveraging our fractional marketing services, you can access top-tier marketing talent without the overhead costs of full-time employees. Our team is dedicated to delivering high-quality results and helping you achieve your business objectives.Contact us to learn more about how Bigwave can support your marketing efforts with our fractional marketing services. [Fill out contact form](#contact) --- ## Free SEO and AI Checkup Audit AI Readiness & SEO Opportunity Audit# Check your AI & SEO opportunity See exactly where your website is losing visitors, and how much traffic you could win back, in under 60 seconds. No jargon, no obligation. - How visible you are to AI search (ChatGPT, Claude, Perplexity) - Your SEO score and the traffic you are missing every month - A plain-English action plan, emailed as a PDF Your website Target keyword Email for your PDF report I agree to receive my AI & SEO report by email and for Bigwave Marketing to send me information/offers about its products and services. Your information will never be passed on to third parties and will be processed in line with the Bigwave [Privacy Policy](/okf/page/privacy-policy.md). Leave this blank Run my free AI & SEO audit 0% ### Full SEO breakdown Print / save as PDF ![](https://bigwave.co.uk/wp-content/uploads/2024/03/bigwave-seo-analytics-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/bigwave-customer-survey-analysis-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/seo-3-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## What our free SEO tool does. Our instant Website SEO Auditing software works in seconds and will provide you with detailed information and statistics about crawling, head elements, content relevance, links, domain, url structure, user experience and more. You can view your report on the site instantly, or you can download the report as a pdf. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/content-4-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Test your website. Use our free SEO service and see how to improve your site quality, gain new users and thrive against your competitors. Provide keywords and you can also check your site to see how relevant it is in your target market. Leveraging the power of Google's Page Speed Insights API as well as popular SEO metrics like Domain Authority in combination with our own analysis to gain actionable insight into how your website performs. #### For a full audit to help you understand your performance and improve your rankings please contact us. [Contact us](/okf/page/contact-us.md) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## SEO Checker FAQs [How does SEO checker work?](#how-does-seo-checker-work) The SEO checker works by crawling the homepage of your website, much like a search engine, and analysing the page against SEO best practices, giving you a list of actionable recommendations and a comparable score. [Can i download a PDF with the audit?](#can-i-download-a-pdf-with-the-audit) Yes. Once the analysis is completed we give you the option to download a PDF version of the audit for later reference or comparison. [What does the audit analyse?](#what-does-the-audit-analyse) Out tool gives you a comprehensive view and explanation of several areas of your website. Some on-page level SEO metrics as well as domain level signals. [How long does the audit take?](#how-long-does-the-audit-take) Only takes about 30 seconds. This is an instant audit, so you get the results as soon as it finishes. --- ## Graphic Design --- ## Gym Game Challenge Packs [![](https://bigwave.co.uk/wp-content/uploads/2025/01/caribbean-islands-chart-730x800.webp)](#) [![](https://bigwave.co.uk/wp-content/uploads/2025/01/grand-cayon-poster.webp)](#) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Interactive Games That Motivate and Inspire Transform your gym experience with our interactive games. These games turn fitness routines into exciting adventures. Members can embark on virtual journeys to iconic global landmarks while they work out. From the thrilling escape from Alcatraz to the serene exploration of the Great Barrier Reef, each game offers a unique and engaging challenge. These games are designed to be simple to use and easily integrate into existing fitness routines. [![](https://bigwave.co.uk/wp-content/uploads/2025/01/Fuji-Poster-on-treadmill-730x800.webp)](#) [![](https://bigwave.co.uk/wp-content/uploads/2025/01/Boat-Race-mockup.webp)](#) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Increase Member Participation and Create a Thriving Gym Elevate your members' gym experience and foster a vibrant community. These challenges inject a healthy dose of fun and competition into fitness routines, motivating members to push their limits and achieve their goals. By gamifying workouts, you'll see increased member engagement and participation. The sense of accomplishment and camaraderie fostered by these shared adventures will create a more positive and supportive gym environment. [![](https://bigwave.co.uk/wp-content/uploads/2025/01/alcatraz-WALL-CHART-730x800.webp)](#) [![](https://bigwave.co.uk/wp-content/uploads/2025/01/Great-Barrier-Poster.webp)](#) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Everything You Need for Success Each game pack includes a comprehensive set of high-quality materials. - **10 x Posters (A4, 150gsm gloss finish):** Vibrant posters showcase each game, inspiring members. - **2 x Wallcharts (A1, 150gsm matt finish):** Large-scale wallcharts provide an overview of the game, tracking member progress and fostering a sense of community. - **50 x Certificates (A5, 300gsm gloss finish):** Recognize and reward member achievements with personalized certificates, celebrating their hard work and dedication. These materials will help you effectively launch and manage the games, creating a motivating and engaging environment for your members. [![](https://bigwave.co.uk/wp-content/uploads/2025/01/Gym-Games_01.jpg)](#) [![](https://bigwave.co.uk/wp-content/uploads/2025/01/Gym-Games_07.jpg)](#) [![](https://bigwave.co.uk/wp-content/uploads/2025/01/Gym-Games_04.jpg)](#) [![](https://bigwave.co.uk/wp-content/uploads/2025/01/Gym-Games_16-e1738072996570.jpg)](#) [![](https://bigwave.co.uk/wp-content/uploads/2025/01/Gym-Games_10.jpg)](#) [![](https://bigwave.co.uk/wp-content/uploads/2025/01/Gym-Games_13.jpg)](#) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Six games to choose from With six different games to choose from, you'll have plenty of options to keep your members engaged and motivated.. They can tour the Grand Canyon, Escape from Alcatraz, Outrun the Boat Race, swim the Great Barrier Reef, Sail the Caribbean and Reach the Summit of Mount Fuji. Plus, you can save over £150.00 and get FREE delivery if you order all six packs of gym games. This is the perfect option to keep your gym community engaged month after month. ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Ready to transform your gym? Fill out this form, and we'll be in touch shortly to discuss how our interactive games can benefit your gym and your members. --- ## Home ##### Why use us ## We've been **making a difference** to clients for over 19 years, and **we're only just getting started.** ##### Creative ## Branding and design [View creative services](/okf/page/creative.md) [![Everybody Health & Leisure – ‘Learn to Swim with Us’](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-Everybody-HL-Swim-Campaign-Case-Study-Page-Assets6.webp) ## Everybody Health & Leisure – ‘Learn to Swim with Us’](/okf/case-study/everybody-health-leisure-swim-campaign.md) [![‘I Do It With’ Campaign](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-IL-I-Do-It-With-Assets-Website-8.webp) ## ‘I Do It With’ Campaign](/okf/case-study/i-do-it-with-campaign.md) [![Greenlight Branding & Identity](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Thumbnails6.webp) ## Greenlight Branding & Identity](/okf/case-study/greenlight-branding-identity.md) [![Vision Redbridge Culture & Leisure Rebrand](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Thumbnails2.webp) ## Vision Redbridge Culture & Leisure Rebrand](/okf/case-study/vision-redbridge-culture-leisure-rebrand.md) [![SCREEN at LabelExpo](https://bigwave.co.uk/wp-content/uploads/2026/02/61710-Bigwave-Portfolio-Updates-2526-SCREEN-at-LabelExpo-2025-Case-Study_1-scaled.webp) ## SCREEN at LabelExpo](/okf/case-study/screen-at-labelexpo.md) [![LED Community Leisure: ‘Your Community, Your Pound’](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-LED-Your-Community-Your-Pound-Page-Assets-Thumbnail.webp) ## LED Community Leisure: ‘Your Community, Your Pound’](/okf/case-study/led-your-community-your-pound.md) [Creative Services](/okf/page/creative.md) ##### Websites ## Design, build and host [View website services](/okf/page/websites.md) [![Vision Redbridge Culture & Leisure Rebrand](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Thumbnails2-700x500.webp) ## Vision Redbridge Culture & Leisure Rebrand](/okf/case-study/vision-redbridge-culture-leisure-rebrand.md) [![Mytime Active ‘Your Move’ Campaign](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-MyTime-Jan-Campaign-Assets-Website-10-1000x500.webp) ## Mytime Active ‘Your Move’ Campaign](/okf/case-study/mytime-active-your-move-campaign.md) [![English Riviera Airshow](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-English-Riviera-Airshow-Assets-Website-Case-Study-9-1000x500.webp) ## English Riviera Airshow](/okf/case-study/english-riviera-airshow.md) [![Libraries Unlimited Storyfest](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Libraries-Unlimited-Storyfest-Assets-Website-7-1000x500.webp) ## Libraries Unlimited Storyfest](/okf/case-study/libraries-unlimited-storyfest.md) [![Red One Ltd Website](https://bigwave.co.uk/wp-content/uploads/2025/08/Red-One_mock-up-1000x500.webp) ## Red One Ltd Website](/okf/case-study/red-one-ltd-website.md) [![ELMS Aviation Website](https://bigwave.co.uk/wp-content/uploads/2025/01/ELMS-Screens-1000x500.webp) ## ELMS Aviation Website](/okf/case-study/elms-aviation-website.md) [![Vision Redbridge Culture & Leisure Rebrand](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Thumbnails2.webp) ## Vision Redbridge Culture & Leisure Rebrand](/okf/case-study/vision-redbridge-culture-leisure-rebrand.md) [![Mytime Active ‘Your Move’ Campaign](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-MyTime-Jan-Campaign-Assets-Website-10.webp) ## Mytime Active ‘Your Move’ Campaign](/okf/case-study/mytime-active-your-move-campaign.md) [![English Riviera Airshow](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-English-Riviera-Airshow-Assets-Website-Case-Study-9.webp) ## English Riviera Airshow](/okf/case-study/english-riviera-airshow.md) [![Libraries Unlimited Storyfest](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Libraries-Unlimited-Storyfest-Assets-Website-7.webp) ## Libraries Unlimited Storyfest](/okf/case-study/libraries-unlimited-storyfest.md) [![Red One Ltd Website](https://bigwave.co.uk/wp-content/uploads/2025/08/Red-One_mock-up.webp) ## Red One Ltd Website](/okf/case-study/red-one-ltd-website.md) [![ELMS Aviation Website](https://bigwave.co.uk/wp-content/uploads/2025/01/ELMS-Screens.webp) ## ELMS Aviation Website](/okf/case-study/elms-aviation-website.md) [Website Services](/okf/page/websites.md) ##### Marketing ## Paid media packages [View our ppc services](/okf/page/ppc-management-agency.md) [![Everybody Health & Leisure – ‘Learn to Swim with Us’](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-Everybody-HL-Swim-Campaign-Case-Study-Page-Assets6.webp) ## Everybody Health & Leisure – ‘Learn to Swim with Us’](/okf/case-study/everybody-health-leisure-swim-campaign.md) [![NHBS Christmas Product Shoot](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-NHBS-Xmas-Product-Shoot-FINAL21.webp) ## NHBS Christmas Product Shoot](/okf/case-study/nhbs-christmas-product-shoot.md) [![The Mole Resort](https://bigwave.co.uk/wp-content/uploads/2025/02/105258-Case-Study-The-Mole-Featured-Image.jpg) ## The Mole Resort](/okf/case-study/travel-marketing-agency-the-mole-resort.md) [![Black Friday](https://bigwave.co.uk/wp-content/uploads/2026/02/ChatGPT-Image-Feb-11-2026-10_23_14-AM.png) ## Proven Ecommerce Growth: £16 ROAS Black Friday Campaign by a Specialist Marketing Agency](/okf/case-study/black-friday-advertising-strategy-paid-media.md) [![The Cornwall College Group](https://bigwave.co.uk/wp-content/uploads/2025/01/Untitled-design.jpg) ## The Cornwall College Group](/okf/case-study/cornwall-college-university-marketing.md) [![Five Trades](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Five-Trades-Paid-Campaign-Case-Study-FINAL6.jpg) ## Five Trades](/okf/case-study/five-trades.md) [![Mytime Active ‘Your Move’ Campaign](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-MyTime-Jan-Campaign-Assets-Website-10.webp) ## Mytime Active ‘Your Move’ Campaign](/okf/case-study/mytime-active-your-move-campaign.md) [![Reformer Pilates Advertising Strategy: Paid Media](https://bigwave.co.uk/wp-content/uploads/2026/01/DSC04536.webp) ## Reformer Pilates Advertising Strategy: Paid Media](/okf/case-study/reformer-pilates-advertising.md) [![English Riviera Airshow](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-English-Riviera-Airshow-Assets-Website-Case-Study-9.webp) ## English Riviera Airshow](/okf/case-study/english-riviera-airshow.md) [![Libraries Unlimited Storyfest](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Libraries-Unlimited-Storyfest-Assets-Website-7.webp) ## Libraries Unlimited Storyfest](/okf/case-study/libraries-unlimited-storyfest.md) [View our ppc management options](/okf/page/marketing.md) ##### Photography ## Capturing your brand [View photography services](/okf/page/photography.md) [![Everybody Health & Leisure × Community Leisure UK](https://bigwave.co.uk/wp-content/uploads/2026/05/61710-Bigwave-Portfolio-Updates-25_26-Everybody-x-CLUK11-1000x500.webp) ## Everybody Health & Leisure × Community Leisure UK](/okf/case-study/everybody-health-leisure-x-community-leisure-uk.md) [![NHBS Totnes Shoot](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-NHBS-Totnes-Shoot-Case-Study-800x500.webp) ## NHBS Totnes Shoot](/okf/case-study/nhbs-totnes-shoot.md) [![NHBS Christmas Product Shoot](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-NHBS-Xmas-Product-Shoot-FINAL21-1000x500.webp) ## NHBS Christmas Product Shoot](/okf/case-study/nhbs-christmas-product-shoot.md) [![Impulse Leisure: ‘Your Wellbeing, Your Choice’](https://bigwave.co.uk/wp-content/uploads/2025/02/105258-Impulse-Jan-Campaign-25-Case-Study-Assets-1000x500.webp) ## Impulse Leisure: ‘Your Wellbeing, Your Choice’](/okf/case-study/impulse-leisure-your-wellbeing-your-choice.md) [![Torbay NHS – Smokefree Pregnancy Service](https://bigwave.co.uk/wp-content/uploads/2025/05/105258-BWM-Torbay-NHS-Case-Study17-1000x500.jpg) ## Torbay NHS – Smokefree Pregnancy Service](/okf/case-study/torbay-nhs-smokefree-pregnancy-service.md) [![Tinside Lido: Launch Campaign](https://bigwave.co.uk/wp-content/uploads/2025/05/106311-Tinside-Lido-Case-Study-Assets_03-1000x500.jpg) ## Tinside Lido: Launch Campaign](/okf/case-study/tinside-lido-launch-campaign.md) [![Everybody Health & Leisure × Community Leisure UK](https://bigwave.co.uk/wp-content/uploads/2026/05/61710-Bigwave-Portfolio-Updates-25_26-Everybody-x-CLUK11-1000x500.webp) ## Everybody Health & Leisure × Community Leisure UK](/okf/case-study/everybody-health-leisure-x-community-leisure-uk.md) [![NHBS Totnes Shoot](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-NHBS-Totnes-Shoot-Case-Study-800x500.webp) ## NHBS Totnes Shoot](/okf/case-study/nhbs-totnes-shoot.md) [![NHBS Christmas Product Shoot](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-NHBS-Xmas-Product-Shoot-FINAL21-1000x500.webp) ## NHBS Christmas Product Shoot](/okf/case-study/nhbs-christmas-product-shoot.md) [![Impulse Leisure: ‘Your Wellbeing, Your Choice’](https://bigwave.co.uk/wp-content/uploads/2025/02/105258-Impulse-Jan-Campaign-25-Case-Study-Assets-1000x500.webp) ## Impulse Leisure: ‘Your Wellbeing, Your Choice’](/okf/case-study/impulse-leisure-your-wellbeing-your-choice.md) [![Torbay NHS – Smokefree Pregnancy Service](https://bigwave.co.uk/wp-content/uploads/2025/05/105258-BWM-Torbay-NHS-Case-Study17-1000x500.jpg) ## Torbay NHS – Smokefree Pregnancy Service](/okf/case-study/torbay-nhs-smokefree-pregnancy-service.md) [![Tinside Lido: Launch Campaign](https://bigwave.co.uk/wp-content/uploads/2025/05/106311-Tinside-Lido-Case-Study-Assets_03-1000x500.jpg) ## Tinside Lido: Launch Campaign](/okf/case-study/tinside-lido-launch-campaign.md) [View Photography Services](/okf/page/photography.md) ##### Why use us ## Full Service Marketing Agency We are a leading full-service creative marketing agency and one of the largest in the South West. As a B Corp we work with purpose and support businesses, organisations and brands that deliver an impact on their customers and communities. We provide innovative and cost-effective marketing, design and digital services and are a Google Partner, Microsoft Partner and Meta Marketing Partner. Our dedicated and passionate team of 55+ designers, developers and marketers work closely together to create dynamic marketing solutions tailored to fit your exact needs and help grow your business. [Say hello](/okf/page/contact-us.md) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/bigwave_marketing_agency_uk.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/Bigwave-in-Nice.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/01/Bigwave-Team-Trip.webp) ##### Why use us ## Full Service Marketing Agency We are a leading full-service creative marketing agency and one of the largest in the South West. As a B Corp we work with purpose and support businesses, organisations and brands that deliver an impact on their customers and communities. We provide innovative and cost-effective marketing, design and digital services and are a Google Partner, Microsoft Partner and Meta Marketing Partner. Our dedicated and passionate team of 55+ designers, developers and marketers work closely together to create dynamic marketing solutions tailored to fit your exact needs and help grow your business. [Say hello](/okf/page/contact-us.md) ## A few of our clients ![](https://bigwave.co.uk/wp-content/uploads/2024/04/michelmores.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/biozone.gif) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/screen-europe.gif) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/wild-planet-trust.gif) ![](https://bigwave.co.uk/wp-content/uploads/2024/04/Bicton-College.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/university-of-east-london.gif) ![](https://bigwave.co.uk/wp-content/uploads/2024/04/Eden-Project-University.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/04/Riviera-Insurance.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/PHSC-PLC.gif) ![](https://bigwave.co.uk/wp-content/uploads/2024/04/Dartmoor-Skincare.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/Plymouth-City-council.gif) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/PKF.gif) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/east-renfrewshire-council.gif) ![](https://bigwave.co.uk/wp-content/uploads/2024/04/Arktis.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/community-leisure-logo.gif) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/edf-energy.gif) ![](https://bigwave.co.uk/wp-content/uploads/2024/04/Zebel-Bespoke.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/tower-bridge.gif) ![](https://bigwave.co.uk/wp-content/uploads/2024/04/Skincare-Excellence.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/04/Fit20.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/billy-bragg.gif) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/sta-health-leisure.gif) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/mecure-hotels.gif) ![](https://bigwave.co.uk/wp-content/uploads/2024/04/Cornwall-College.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/ymca.gif) ## What our clients say “On behalf of everyone at The Roots Foundation, I just wanted to get in touch to say thank you so much for including us in this project with Finley & Finley. They were both fantastic from start to finish – organised, communicative, helpful, and the response to our brief was perfect. It was super easy having them in the shop and they were respectful of the clients and the space. When Finley sent us the final, edited images, we couldn’t believe our eyes! We absolutely love the shots and the video is great too! Everything is very slick and professional, but still conveys the casual friendliness and atmosphere of our business – spot on!” “Hugely professional and exceptional level of detail in their work.” “Great to work with for all our marketing and design needs.” “Alternatives produced nowhere near the results I had with Bigwave.” “Responsive and went above and beyond to deliver our campaigns.” “Constantly looking to improve performance and deliver results.” “A supportive team who respond quickly and professionally.” “They fully understand our market and help us achieve targets.” “Fantastic to work with.” “Always on point and highly recommended.” --- ## Infographics ![](https://bigwave.co.uk/wp-content/uploads/2024/03/infographics-2-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/infographic-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/Demographic-1-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The power of thought is great, the power of imagery is greater. At Bigwave, our goal is to fuse together marketing strategy with top-tier creative production that drives major digital marketing results. This is why we use a combination of inbound marketing methods to convey your message. Infographics are the perfect way to give an easy-to-understand overview of a topic, using an enticing representation of information and data visualisation. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/data-3-730x527.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/infographic-3-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/Northcote-blog-images-2-505x326.png) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Capture user’s attention and multiply your reach. Bigwave’s innovative graphic designers create stunning infographics to captivate your target audience. We can present your data in charts and flows with the help of interesting shapes and graphics, or simply use striking visuals to communicate information in a unique and engaging way. Attention grabbing content leads to better visibility and recall value for your brand. ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## How infographics can improve your brand awareness: 01. ### Ease of sharing Visual content is 40x more likely to be shared on social media than content without visuals. More shares on social media = more visibility for your brand. 02. ### SEO friendly Using infographics as part of your website design not only increases the amount of time visitors spend on your webpage, but also the number that visit your site. Also, if your infographic gets a lot of backlinks and shares, search engines will give you a higher ranking. 03. ### Memorability This is the most important reason why infographics are brilliant for increasing brand awareness. A good infographic is quick to grasp and should convey a compelling message that sticks in the mind of your audience. ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The ways you can use infographics are endless, but here are a few examples: Represent a promotion Explain a concept or process Tell a visual story Raise awareness of an issue or cause Provide a quick overview of a topic Explain a complex process Display research findings or survey data Summarise a long blog post or report Compare and contrast multiple options --- ## Landing Page ![](https://bigwave.co.uk/wp-content/uploads/2023/06/Bigwave-Marketing-Logo.png) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) # Three ways to increase brand awareness We are dedicated to helping businesses like yours enhance their brand awareness and achieve meaningful growth. ![](https://bigwave.co.uk/wp-content/uploads/2023/06/Women-shot-1-730x703.jpg) ![Women recording a podcast](https://bigwave.co.uk/wp-content/uploads/2023/06/Women-recording-a-podcast-505x326.jpg) ![Man changing channel on a TV](https://bigwave.co.uk/wp-content/uploads/2023/06/Man-changing-channel-on-a-TV-505x326.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/group-logos-1.png) [1. Podcasts](#podcasts) [2. TV Commercials](#commercials) [3. Content + Social](#social) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/Podcast-recording-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/Podcast-Editing-505x326.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/Video-call-505x326.jpg) # 1. Podcasts **We’ve successfully helped businesses just like yours create and release their own podcast series.** Releasing your own podcast series is a great way to give potential customers an inside glimpse into your company culture and brand values, all while showing yourselves as professionals in your sector. Then when you’re ready to release your brand-new podcasts our PPC and Social specialists are ready to drive listeners and subscribers your way with a collection of branded podcast assets created by our in-house creatives. We’ve even created animated shorts to bring the podcasts to life. [Book a meeting](https://calendly.com/sarahbrown-2/15min) [Call us now](tel:07702520863) [Get in touch](#contact) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/podcast-mic.png) ### FREQUENTLY ASKED QUESTIONS [Do we need a professional studio to record our podcast?](#do-we-need-a-professional-studio-to-record-our-podcast) For best results, it would be great to use a professional studio, with quality equipment, but it’s not essential. [Will a quiet room in our offices with microphones be ok?](#will-a-quiet-room-in-our-offices-with-microphones-be-ok) That would be a great option and we’d be more than happy to recommend some equipment you can use. [What if we don’t have the budget for a professional studio?](#what-if-we-dont-have-the-budget-for-a-professional-studio) No problem, you can do your podcasts remotely over video calls. We highly recommend using a platform called ZenCastr, which records each participant’s audio separately and makes it much easier for us to clean the audio. [Would the audio sound bad if we record it over video call?](#would-the-audio-sound-bad-if-we-record-it-over-video-call) There is no doubt that audio won’t be as good as a professional studio, but we have amazing technology that we use to improve your audio as much as possible, including AI. We also give advice on ways to improve the recording environment and test your audio equipment. [How long does it normally take to edit a single podcast?](#how-long-does-it-normally-take-to-edit-a-single-podcast) As soon as we get your audio files, we can normally turn around your podcast episode in 3-5 days depending on the length and amount of clean up required. [How do we start working with you?](#how-do-we-start-working-with-you) Simple, **[click here](https://calendly.com/sarahbrown-2/15min)** to make an appointment, call **[07702 520863](tel:+447702520863)** or complete our **[form](#contact)** and one of our specialists will get in touch to discuss your project. **Why not listen to the Noodles and Doodles podcast series from PKF Francis Clark.** In each episode of Business Noodles and Doodles, Mark Greaves, corporate finance partner at PKF Francis Clark, talks to someone who has built a successful business. [Check out the Noodles & Doodles Podcasts](https://podcasts.pkf-francisclark.co.uk/podcasts/) [![](https://bigwave.co.uk/wp-content/uploads/2023/06/PKF-Noodles-and-Doodles-3.jpg)](https://www.youtube.com/embed/lKUwll9bPOs) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/PKF-Noodles-and-Doodles-1.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/PKF-Noodles-and-Doodles-2.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/PKF-Noodles-and-Doodles-3.jpg) [![](https://bigwave.co.uk/wp-content/uploads/2023/06/PKF-Noodles-and-Doodles-1.jpg)](https://www.youtube.com/embed/yy3Ias60u-8) [![](https://bigwave.co.uk/wp-content/uploads/2023/06/PKF-Noodles-and-Doodles-2.jpg)](https://www.youtube.com/embed/UeYe4cagUsk) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/quotes.png) We’ve successfully helped businesses just like yours create and release their own podcast series. Here's what our clients have to say about our service... The team at Bigwave provided an excellent service when we were setting up a new podcast series, working to tight deadlines. They offered some very helpful advice on the technical side, how to record remotely, and provided an efficient and good quality editing service. We look forward to continuing to work with them on future podcast projects. Olivia Burrow [Michelmores](https://www.michelmores.com/) We have worked with Bigwave on our podcast since the very start – from the initial idea where they helped us create the branding and the look and feel of the animated videos – all the way through to the ongoing audio and video production, they have been a trusted partner to us. It’s been great to have them to work with. They are always very proactive and responsive and feel like a real extension of our team. As the podcast has evolved, they have helped us to develop new ideas and always make sure they help us achieve the best quality end product. Emma Potter, Brand Marketing Manager [PKF Francis Clark](https://podcasts.pkf-francisclark.co.uk/) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/video-editing-505x326.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/filming-505x326.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/camera-equipment-730x800.jpg) # 2. TV Commercials **Do you think TV advertising is too expensive for your business?** Think again. AdSmart has turned traditional thinking on its head – making the unrivalled power of TV advertising relevant and affordable for almost any business. We’ve created TV commercials for companies all over the UK and Sky AdSmart has given us access to millions of Sky and Virgin homes. By selecting your ideal audience and location we are able to successfully put your commercial in front of the right households, at the right time. We offer an end to end solution, from planning to filming, editing to publishing. [Book a meeting](https://calendly.com/sarahbrown-2/15min) [Call us now](tel:07702520863) [Get in touch](#contact) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/tv.png) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/remote-control.png) ### FREQUENTLY ASKED QUESTIONS [Are TV commercials really expensive to broadcast?](#are-tv-commercials-really-expensive-to-broadcast) Traditionally it can be very expensive, but with Sky AdSmart we’re able to advertise from only £3,500. [What’s the process of creating a TV Commercial?](#whats-the-process-of-creating-a-tv-commercial) After a discussion with you we will go away and create a script and storyboard for your commercial. Once all’s approved, we organise everything needed and book in a day for filming. After filming, we go away and edit the video to a final commercial, including music and voice over artists if required. When you have approved the commercial, we’ll start the process to submit it to Sky. [What type of commercials do you create?](#what-type-of-commercials-do-you-create) We create all sorts of commercials from real-life moments with your customers in your environment to fun and engaging animations. [Can you provide a professional voice over artist?](#can-you-provide-a-professional-voice-over-artist) Absolutely, depending on your budget we can record the voice over in-house at our studio or hire from our collection of professional voice over artists. [Can my commercial be animated?](#can-my-commercial-be-animated) Absolutely, we love creating fun and engaging animations. Just so you know, animations do take considerably longer to produce than live-action commercials. [How do we start working with you?](#how-do-we-start-working-with-you) Simple, [**click here**](https://calendly.com/sarahbrown-2/15min) to make an appointment, call **[07702 520863](tel:+447702520863)** or complete our **[form](#contact)** and one of our specialists will get in touch to discuss your project. [View our YouTube Channel](https://www.youtube.com/playlist?list=PLy8nU5WB59pB5-gGeZ6OwZ7RmbugIDsrt) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/quotes.png) We’ve successfully helped businesses just like yours create and release their own podcast series. The team at Bigwave provided an excellent service when we were setting up a new podcast series, working to tight deadlines. They offered some very helpful advice on the technical side, how to record remotely, and provided an efficient and good quality editing service. We look forward to continuing to work with them on future podcast projects. Olivia Burrow [Michelmores](https://www.michelmores.com/) We have worked with Bigwave on our podcast since the very start – from the initial idea where they helped us create the branding and the look and feel of the animated videos – all the way through to the ongoing audio and video production, they have been a trusted partner to us. It’s been great to have them to work with. They are always very proactive and responsive and feel like a real extension of our team. As the podcast has evolved, they have helped us to develop new ideas and always make sure they help us achieve the best quality end product. Emma Potter, Brand Marketing Manager [PKF Francis Clark](https://podcasts.pkf-francisclark.co.uk/) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/women-on-phone-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/women-on-computer-505x326.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/man-on-computer-505x326.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/notification.png) # 3. Content & Social **Content and social campaigns are a powerful way to increase brand awareness and establish a strong online presence.** By strategically creating and distributing valuable content through various digital channels, we’ve been able to help brands effectively reach and engage their target audience, fostering brand recognition and loyalty. We not only help with the production and distribution of content we also develop, manage and deliver the strategies behind them. Creative content and a clear plan is how we empower brands to connect with their audience and ultimately drive business growth. [Book a meeting](https://calendly.com/sarahbrown-2/15min) [Call us now](tel:07702520863) [Get in touch](#contact) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/social-post.png) ### FREQUENTLY ASKED QUESTIONS [Do you give recommendations on the content needed?](#do-you-give-recommendations-on-the-content-needed) Yes, with a brand awareness strategy, we will give you recommendations and even create the content needed. [What social media channels do you work with?](#what-social-media-channels-do-you-work-with) We work with all the major social media platforms, here are a few of the most popular. - Facebook - Instagram - X – Previously called Twitter - TikTok - LinkedIn - YouTube - Pinterest [What if I don’t have any social media channels?](#what-if-i-dont-have-any-social-media-channels) No problem, we can help you set them up or do it on your behalf. [Will you manage the campaign for us?](#will-you-manage-the-campaign-for-us) Absolutely, we can manage the entire campaign. We can also take care of your social channels on a day-to-day basis if you like. [Do you include any PPC or boosted content?](#do-you-include-any-ppc-or-boosted-content) Our PPC team are happy to help with any Paid Media campaigns or boosted posts. We’ll discuss this in detail and recommend a budget for success. [How do we start working with you?](#how-do-we-start-working-with-you) Simple, [**click here**](https://calendly.com/sarahbrown-2/15min) to make an appointment, call [**07702 520863**](tel:+447702520863) or complete our **[form](#contact)** and one of our specialists will get in touch to discuss your project. ![](https://bigwave.co.uk/wp-content/uploads/2023/06/social-post-2.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/social-post-3.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/social-post-2.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/social-post-4.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/social-post-3.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/social-post-4.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) # Discover more ways to start your brand awareness journey! Complete the form for a FREE, no obligation discussion on your brand awareness strategy or call us on [**07702 520863**](tel:+447702520863).![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) # Thank you # Our team will be in touch with you shortly © Bigwave Marketing 2023[Twitter](https://twitter.com/Bigwaveagency)[Facebook](https://www.facebook.com/Bigwaveagency)[Instagram](https://www.instagram.com/bigwaveagency/)[LinkedIn](https://www.linkedin.com/company/big-wave-media)[YouTube](https://www.youtube.com/channel/UCKVcWbDXC7yt3i36T8_i8pw)[Pinterest](https://www.pinterest.co.uk/bigwaveagency) [![](https://bigwave.co.uk/wp-content/uploads/2023/06/website-by.png)](/okf/page/home.md) --- ## Lead Generation Campaigns ![](https://bigwave.co.uk/wp-content/uploads/2024/03/film-and-video-2-730x799.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/andrew-alex-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/data-1-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Let us help you get the right customers knocking on your door. Lead generation is the bread and butter of most businesses. A steady stream of leads can open the door to more sales opportunities and increased revenue, which in turn can help you grow your business. At Bigwave, we can provide you with the experience and expertise needed to create a successful lead generation plan. We use a variety of traditional and digital marketing strategies to find and secure the potential customers who are most likely to want to buy your product or service. Our lead generation strategies are designed to turn potential customers into brand fanatics. ![Bigwave campaigns](https://bigwave.co.uk/wp-content/uploads/2024/03/Bigwave-campaigns-1-730x788.webp) ![Social media graphics from a Bigwave campaign](https://bigwave.co.uk/wp-content/uploads/2024/03/Bigwave-campaigns-3-505x326.webp) ![Billboard advert for a Bigwave campaign](https://bigwave.co.uk/wp-content/uploads/2024/03/Bigwave-campaigns-2-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Our approach to lead generation marketing Lead generation can sometimes have a bit of a bad reputation, thanks to shady tactics used by rubbish marketers. All our tactics are totally above board and well-researched, meaning the leads you get are going to be better, happier, and more likely to buy. Our lead generation strategies are tailored to suit you, your business, and your business goals. We don’t believe in cookie-cutter campaigns. Throughout the process, we work tirelessly to make sure your business is getting the right response for your specific requirements, working with you every step of the way to keep you informed about how your leads are being generated and how well the campaign is going. We use a wide variety of lead generation methods to make sure your company name receives as much visibility and custom as possible, including landing pages, social media, press releases, website optimisation, sales team calls, and more. ### Why Bigwave? The team here at Bigwave has years of experience helping clients generate and convert leads into real, paying customers. We’re committed to making sure that your specific business needs are met, and are totally transparent about where our leads come from and how many are qualifying. Clear reporting is available, allowing you to track visitors’ actions across your site. On top of that, we’ve got the technical know-how and creative flair to help you create effective landing pages and innovative, tailored content marketing. If you’re interested in learning more about how lead generation can benefit your business, [contact one of the team at Bigwave](https://bigwave.co.uk/contact/) today. [Get In Touch Today](https://bigwave.co.uk/contact/) --- ## Legal **Our Address** Exeland House, Tudor Street, Exeter, Devon, EX4 3BR, United Kingdom. Telephone: 0845 643 2385 **Copyright Notice** Copyright © 2024. All rights reserved. Material published on these web pages is copyright and may not be reproduced without permission. --- ## Marketing ## [SEO Services](/okf/page/seo-services.md) Our team of SEO experts adopt a holistic approach to SEO that ensures your website not only attracts more traffic but also converts visitors into customers. [Learn more →](/okf/page/seo-services.md) ## [Programmatic Advertising Agency](/okf/page/programmatic-advertising-agency.md) Did you know that by the end of 2021, 88% of all digital display marketing in the US is projected to be done via programmatic advertising? [Learn more →](/okf/page/programmatic-advertising-agency.md) ## [PPC Exeter](/okf/page/ppc-exeter.md) We help businesses maximise their online reach and drive measurable results through flexible targeted advertising. [Learn more →](/okf/page/ppc-exeter.md) ## [Social Media Management](/okf/page/social-media-management.md) Social media is a vital part of digital marketing providing extensive opportunities to promote your brand, grow your audience, and drive engagement. [Learn more →](/okf/page/social-media-management.md) ## [Lead Generation Campaigns](/okf/page/lead-generation-campaigns.md) Get a steady stream of leads to help you grow your business. [Learn more →](/okf/page/lead-generation-campaigns.md) ## [Print Procurement](/okf/page/print-procurement.md) Our team can provide a complete print procurement service for operational and marketing print, mailings, and promotional campaigns and more. [Learn more →](/okf/page/print-procurement.md) ## [Advertising](/okf/page/advertising.md) Our team targets your audience using both traditional advertising and digital channels to achieve the highest engagement and conversion rates. [Learn more →](/okf/page/advertising.md) ## [Email Marketing](/okf/page/email-marketing.md) We help brands create the right email, at the right time, for the right audience. Every single time. [Learn more →](/okf/page/email-marketing.md) --- ## Marketing Consultancy ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## We can help market your brand and grow revenue. Marketing is a tough game, but don’t worry as we will help turn your business into a strong and successful contender. Our experts have a wealth of experience in the competitive world of marketing, and we will utilise our skills to give you an edge in the market. We will provide you with our expert vision and help you avoid marketing mistakes, setting you up so that you can later progress on your own. ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## We’ll investigate and solve your ongoing challenges. At Bigwave, we support clients to review their marketing efforts and realise their growth potential. We will work with your business and collaborate as a team to investigate the challenges you’re facing in your marketing strategies and performance and help you solve them. We will engrain ourselves with the values of your business and work with you to achieve your desired goals. ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Our approach to improving your marketing efforts Think of marketing consultancy as a problem-solving method that our creatives are on board to help you figure out; we are the missing piece to your promotional puzzle. No matter if you’re a new or experienced business, our marketing consultants will help you every step of the way, from marketing automation plans to structure, data analysis framework and most importantly, coaching and training. Just some of the components of our consultancy service include: ![](https://bigwave.co.uk/wp-content/uploads/2024/03/AdobeStock_129089587-min-scaled-1-730x650.jpeg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Marketing strategies. Our marketing specialists can assist with putting together a strategic framework for your marketing by analysing your existing procedures and demands. Our services include [audits](/okf/page/audits.md), [data](/okf/page/data.md), and [demographics](/okf/page/demographics.md). We have longstanding, strategic partnerships with several businesses across the UK. Our team not only believe in supporting and driving your business's growth but your employees' too. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/AdobeStock_284656559-730x563.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Planning & organisation. Marketing consultancy is not just acquiring insights and boosting brand awareness but designing an efficient marketing blueprint. Our experts will help you put together effective plans as well as lead generation campaigns. Mystery shopping programmes are designed by customer service experts that know what it takes to deliver a great experience. Communication is key, so an initial meeting (one of many!) will ensure we can analyse your previous and current performance to plan the next phase of your marketing and communications. **Our marketing consultants will break down the deliverables required for success using tried and tested methods within budget to achieve maximum results.** ![](https://bigwave.co.uk/wp-content/uploads/2024/03/AdobeStock_299979522-scaled-730x650.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## An extra pair of hands. We will aim to work as an extended part of your team to ensure support and growth. Our marketing consultancy service will be individually tailored to your business, working alongside you to create bespoke strategies and content that will maximise reach, engagement, and sales. Need some cover? The Bigwave team offer short-term cover for maternity and paternity. Alternatively, we offer one-off support to regroup or review your marketing efforts. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/AdobeStock_359517298-scaled-730x650.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Teamwork makes the dream work. If you think you need more than one pair of extra hands, why not outsource an entire team of our marketing experts at a shadow of the cost? Whether you need a team of graphic designers, website developers, search specialists (SEO, social media, content and PPC) or account managers to help grow your business, our teams have the skill and passion to support you as your virtual marketing department. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/AdobeStock_193252026-min-scaled-2-730x650.jpeg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Communicate, deliver, succeed. You can expect the Bigwave team to deliver on time, at the right time. We will work with you to plan, execute, and evaluate all activities to maximise your success. You will have a remote or in-person marketing consultant who will deliver a marketing strategy to your in-house employees. So, you can expect a bespoke service with communication every step of the way, and most importantly, guaranteed success. ## Looking for help and advice? If you are interested in our marketing consultancy service in Devon, our creative growth team are here to help. Please [contact us](https://bigwave.co.uk/contact/) to enquire. --- ## Motion Graphics ![](https://bigwave.co.uk/wp-content/uploads/2024/03/storyboard-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/hospiscare-505x326.gif) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/Motion-graphics-optimised.gif) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## A picture paints a thousand words. Imagine what motion graphics can do. Every brand and business is different, which is why every video animation we create is tailored to tell your brand’s story, highlight your products or services, and enhance your content marketing strategy. We can help to bring almost any idea to life, whether that’s to educate the viewer, share a serious message or simply have a bit of fun. Our designers create impactful and visually striking motion graphics customised to your target audience and business needs. ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Bigwave's production process 01. ### Concept development Begin by defining the purpose and message of the motion graphics project. 02. ### Storyboarding Create a storyboard that shows the key scenes. This helps to show the indented flow and narrative. 03. ### Design and asset creation Create the visual elements needed, including characters, backgrounds, text and more. 04. ### Animation Use the storyboard the initial animation is created using sound and music to bring it to life. 05. ### Sound design Audio elements such as music, sound effects, and voiceovers are added to complement the animation. 06. ### Review and approve Review the animation and gather feedback making alterations to ensure your expectations are met. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/motion-2-updated.gif) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/Screenshot-2024-03-21-at-16.42.35.png) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/motion-graphics-2-438x326.gif) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Why use motion graphics? Video is fast becoming the preferred medium of communicating, with online videos already accounting for more than 75% of all online traffic. By using motion graphics, it makes your brand more engaging and interactive. They are also ideal assets to: - **Share on social media or your website** - **Distribute through email** - **Feature internally on display screens** - **Use for training purposes or in presentations** They're fantastic for sharing complex data and stats, which helps make the information more digestible and memorable to viewers. --- ## Our Partners [![](https://bigwave.co.uk/wp-content/uploads/2024/03/101216-Bigwave-Games-2023-logo-for-Bigwave-partner-page.png)](https://bigwavebusinessgames.co.uk/) [![](https://bigwave.co.uk/wp-content/uploads/2024/03/exeter_chamber.png)](http://www.exeterchamber.co.uk/) [![](https://bigwave.co.uk/wp-content/uploads/2024/03/dfc.png)](http://www.debitfinance.co.uk/) [![](https://bigwave.co.uk/wp-content/uploads/2024/03/cloa.png)](http://www.cloa.org.uk/) [![](https://bigwave.co.uk/wp-content/uploads/2024/03/community_leisure.png)](https://communityleisureuk.org/) [![](https://bigwave.co.uk/wp-content/uploads/2024/03/quest2.png)](http://www.ukactive.com/) [![](https://bigwave.co.uk/wp-content/uploads/2024/03/quest.png)](http://www.questnbs.org/) [![](https://bigwave.co.uk/wp-content/uploads/2024/03/4global_logo_2018.png)](http://www.4global.com/) [![](https://bigwave.co.uk/wp-content/uploads/2024/03/datahub_1.png)](http://www.datahubclub.com/) [![](https://bigwave.co.uk/wp-content/uploads/2024/03/cimspa_logo.png)](https://www.cimspa.co.uk/) [![](https://bigwave.co.uk/wp-content/uploads/2024/03/glenkingprlogo_2.png)](https://gkpr.co.uk/) [![](https://bigwave.co.uk/wp-content/uploads/2024/03/exeter_foundation_logo.png)](https://www.exeterfoundation.org.uk/) [![](https://bigwave.co.uk/wp-content/uploads/2024/03/XN.png)](http://www.xnleisure.com/) [![](https://bigwave.co.uk/wp-content/uploads/2024/03/ln.png)](https://leisure-net.org/) [![](https://bigwave.co.uk/wp-content/uploads/2024/03/your-personal-training.png)](https://www.yourpersonaltraininguk.co.uk/) [![](https://bigwave.co.uk/wp-content/uploads/2024/03/your-cimspa.png)](https://www.cimspa.co.uk/) [![](https://bigwave.co.uk/wp-content/uploads/2024/03/nexus_new.png)](https://www.nexusos.co.uk/) --- ## Our Work [All](#)[Advertising](/okf/page/home.md)[Artificial Intelligence](/okf/page/home.md)[Big Bundle Module](/okf/page/home.md)[Branding & Brand Design](/okf/page/home.md)[Conversion Optimisation](/okf/page/home.md)[Lead Generation Campaigns](/okf/page/home.md)[Membership App Design](/okf/page/home.md)[Motion Graphics & Animation](/okf/page/home.md)[News](/okf/page/home.md)[Paid Media (PPC)](/okf/page/home.md)[Photography](/okf/page/home.md)[SEO Services](/okf/page/home.md)[Web Design & Development](/okf/page/home.md)[Web Hosting](/okf/page/home.md) Select a filter...AllAdvertisingArtificial IntelligenceBig Bundle ModuleBranding & Brand DesignConversion OptimisationLead Generation CampaignsMembership App DesignMotion Graphics & AnimationNewsPaid Media (PPC)PhotographySEO ServicesWeb Design & DevelopmentWeb Hosting [![Everybody Health & Leisure – ‘Learn to Swim with Us’](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-Everybody-HL-Swim-Campaign-Case-Study-Page-Assets6.webp) ## Everybody Health & Leisure – ‘Learn to Swim with Us’](/okf/case-study/everybody-health-leisure-swim-campaign.md) [![Everybody Health & Leisure × Community Leisure UK](https://bigwave.co.uk/wp-content/uploads/2026/05/61710-Bigwave-Portfolio-Updates-25_26-Everybody-x-CLUK11.webp) ## Everybody Health & Leisure × Community Leisure UK](/okf/case-study/everybody-health-leisure-x-community-leisure-uk.md) [![‘I Do It With’ Campaign](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-IL-I-Do-It-With-Assets-Website-8.webp) ## ‘I Do It With’ Campaign](/okf/case-study/i-do-it-with-campaign.md) [![Greenlight Branding & Identity](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Thumbnails6.webp) ## Greenlight Branding & Identity](/okf/case-study/greenlight-branding-identity.md) [![NHBS Totnes Shoot](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-NHBS-Totnes-Shoot-Case-Study.webp) ## NHBS Totnes Shoot](/okf/case-study/nhbs-totnes-shoot.md) [![Vision Redbridge Culture & Leisure Rebrand](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Thumbnails2.webp) ## Vision Redbridge Culture & Leisure Rebrand](/okf/case-study/vision-redbridge-culture-leisure-rebrand.md) [![SCREEN at LabelExpo](https://bigwave.co.uk/wp-content/uploads/2026/02/61710-Bigwave-Portfolio-Updates-2526-SCREEN-at-LabelExpo-2025-Case-Study_1-scaled.webp) ## SCREEN at LabelExpo](/okf/case-study/screen-at-labelexpo.md) [![NHBS Christmas Product Shoot](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-NHBS-Xmas-Product-Shoot-FINAL21.webp) ## NHBS Christmas Product Shoot](/okf/case-study/nhbs-christmas-product-shoot.md) [![The Mole Resort](https://bigwave.co.uk/wp-content/uploads/2025/02/105258-Case-Study-The-Mole-Featured-Image.jpg) ## The Mole Resort](/okf/case-study/travel-marketing-agency-the-mole-resort.md) [![Black Friday](https://bigwave.co.uk/wp-content/uploads/2026/02/ChatGPT-Image-Feb-11-2026-10_23_14-AM.png) ## Proven Ecommerce Growth: £16 ROAS Black Friday Campaign by a Specialist Marketing Agency](/okf/case-study/black-friday-advertising-strategy-paid-media.md) [![LED Community Leisure: ‘Your Community, Your Pound’](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-LED-Your-Community-Your-Pound-Page-Assets-Thumbnail.webp) ## LED Community Leisure: ‘Your Community, Your Pound’](/okf/case-study/led-your-community-your-pound.md) [![Leisure SK Membership App](https://bigwave.co.uk/wp-content/uploads/2026/01/cover-image.webp) ## Leisure SK Membership App](/okf/case-study/leisure-sk-membership-app.md) [![The Cornwall College Group](https://bigwave.co.uk/wp-content/uploads/2025/01/Untitled-design.jpg) ## The Cornwall College Group](/okf/case-study/cornwall-college-university-marketing.md) [![Five Trades](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Five-Trades-Paid-Campaign-Case-Study-FINAL6.jpg) ## Five Trades](/okf/case-study/five-trades.md) [![Inverclyde F.A.S.T Studio](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-FAST-Case-Study-Thumbnail.webp) ## Inverclyde F.A.S.T Studio](/okf/case-study/inverclyde-f-a-s-t-studio.md) [![Mytime Active ‘Your Move’ Campaign](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-MyTime-Jan-Campaign-Assets-Website-10.webp) ## Mytime Active ‘Your Move’ Campaign](/okf/case-study/mytime-active-your-move-campaign.md) [![Reformer Pilates Advertising Strategy: Paid Media](https://bigwave.co.uk/wp-content/uploads/2026/01/DSC04536.webp) ## Reformer Pilates Advertising Strategy: Paid Media](/okf/case-study/reformer-pilates-advertising.md) [![Modular scooter retail units](https://bigwave.co.uk/wp-content/uploads/2026/01/DSC00311.webp) ## Modular scooter retail units](/okf/case-study/modular-scooter-retail-units.md) [![Lighthouse Pools Brand and Logo Refresh](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-Thumbnails5.webp) ## Lighthouse Pools Brand and Logo Refresh](/okf/case-study/lighthouse-pools-brand-and-logo-refresh.md) [![English Riviera Airshow](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-English-Riviera-Airshow-Assets-Website-Case-Study-9.webp) ## English Riviera Airshow](/okf/case-study/english-riviera-airshow.md) [![Libraries Unlimited Storyfest](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Libraries-Unlimited-Storyfest-Assets-Website-7.webp) ## Libraries Unlimited Storyfest](/okf/case-study/libraries-unlimited-storyfest.md) [![Impulse Leisure: ‘Your Wellbeing, Your Choice’](https://bigwave.co.uk/wp-content/uploads/2025/02/105258-Impulse-Jan-Campaign-25-Case-Study-Assets.webp) ## Impulse Leisure: ‘Your Wellbeing, Your Choice’](/okf/case-study/impulse-leisure-your-wellbeing-your-choice.md) [![Bespoke Suit Marketing](https://bigwave.co.uk/wp-content/uploads/2023/10/suit-retailer-marketing-agency.jpg) ## Bespoke Suit Marketing](/okf/case-study/marketing-suit-retailer-zebel.md) [![EV Chargers Marketing – The Luxury Andersen EV](https://bigwave.co.uk/wp-content/uploads/2023/10/ev-marketing-agency.svg) ## EV Chargers Marketing – The Luxury Andersen EV](/okf/case-study/ev-charger-marketing.md) [![Red One Ltd Website](https://bigwave.co.uk/wp-content/uploads/2025/08/Red-One_mock-up.webp) ## Red One Ltd Website](/okf/case-study/red-one-ltd-website.md) [![Newport Live Signage](https://bigwave.co.uk/wp-content/uploads/2025/05/105258-Newport-Signage-Case-Study32.jpg) ## Newport Live Signage](/okf/case-study/newport-live-signage.md) [![Dynamite Adventure Golf](https://bigwave.co.uk/wp-content/uploads/2025/07/105258-Dragonfly-Dynamite-Golf-Case-Study-Cover.webp) ## Dynamite Adventure Golf](/okf/case-study/dragonfly-leisure-dynamite-golf.md) [![C3IA](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-C3IA-Case-Study-Landing-Page-Assets_17-scaled.webp) ## C3IA](/okf/case-study/c3ia.md) [![Torbay NHS – Smokefree Pregnancy Service](https://bigwave.co.uk/wp-content/uploads/2025/05/105258-BWM-Torbay-NHS-Case-Study17.jpg) ## Torbay NHS – Smokefree Pregnancy Service](/okf/case-study/torbay-nhs-smokefree-pregnancy-service.md) [![Tinside Lido: Launch Campaign](https://bigwave.co.uk/wp-content/uploads/2025/05/106311-Tinside-Lido-Case-Study-Assets_03.jpg) ## Tinside Lido: Launch Campaign](/okf/case-study/tinside-lido-launch-campaign.md) [![Infinity Keepsakes](https://bigwave.co.uk/wp-content/uploads/2025/04/soft-toy-marketing.png) ## Infinity Keepsakes](/okf/case-study/soft-toy-marketing-agency.md) [![SCREEN at Drupa 2024](https://bigwave.co.uk/wp-content/uploads/2025/05/105258-Case-Study-SCREEN-at-DRUPA-2024_18-scaled.webp) ## SCREEN at Drupa 2024](/okf/case-study/screen-at-drupa-2024.md) [![Teme Leisure Membership App](https://bigwave.co.uk/wp-content/uploads/2025/05/teme-wordpress-cover.webp) ## Teme Leisure Membership App](/okf/case-study/teme-leisure-membership-app.md) [![PKF Francis Clark: Business Noodles Animations](https://bigwave.co.uk/wp-content/uploads/2025/01/Still-6.jpg) ## PKF Francis Clark: Business Noodles Animations](/okf/case-study/pkf-francis-clark-business-noodles-animations.md) [![LED Exeter Airport](https://bigwave.co.uk/wp-content/uploads/2025/02/102863-LED-Exeter-Airport-Landing-Page-Assets-v3-scaled.webp) ## LED Exeter Airport](/okf/case-study/led-exeter-airport.md) [![Lake Country House](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Lake-Country-House21.webp) ## Lake Country House](/okf/case-study/lake-country-house.md) [![Plymouth Active](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Behance-Opening-Slides2.jpg) ## Plymouth Active](/okf/case-study/plymouth-active.md) [![University of Southampton – Photography](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Behance-Opening-Slides.jpg) ## University of Southampton – Photography](/okf/case-study/university-of-southampton-photography.md) [![Inverclyde Leisure’s Persona Campaign Photography](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Behance-Opening-Slides8.jpg) ## Inverclyde Leisure’s Persona Campaign Photography](/okf/case-study/inverclyde-leisures-persona-campaign-photography.md) [![LED Community Leisure](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Behance-Opening-Slides3.jpg) ## LED Community Leisure](/okf/case-study/led-community-leisure.md) [![Event Photography – Bigwave Business Games & Riviera Connect](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-LED-BWG-Riviera-Connect5.webp) ## Event Photography – Bigwave Business Games & Riviera Connect](/okf/case-study/event-photography-bigwave-business-games-riviera-connect.md) [![Haven Spa Photography](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Behance-Opening-Slides6.jpg) ## Haven Spa Photography](/okf/case-study/haven-spa-photography.md) [![St Sidwell’s Point Leisure Centre](https://bigwave.co.uk/wp-content/uploads/2025/01/102863-BWM-Photography-Portfolio-Behance-Opening-Slides4.jpg) ## St Sidwell’s Point Leisure Centre](/okf/case-study/st-sidwells-point-leisure-centre.md) [![Inverclyde Leisure: ‘What’s your Why?’](https://bigwave.co.uk/wp-content/uploads/2025/01/105259-Case-Study-Assets_01.png) ## Inverclyde Leisure: ‘What’s your Why?’](/okf/case-study/inverclyde-leisure-whats-your-why.md) [![Everybody Health and Leisure Membership App](https://bigwave.co.uk/wp-content/uploads/2025/01/phone-in-hand.webp) ## Everybody Health and Leisure Membership App](/okf/case-study/everybody-health-and-leisure-membership-app.md) [![ELMS Aviation Website](https://bigwave.co.uk/wp-content/uploads/2025/01/ELMS-Screens.webp) ## ELMS Aviation Website](/okf/case-study/elms-aviation-website.md) [![University of Southampton](https://bigwave.co.uk/wp-content/uploads/2024/09/UoS_featured_image_01.jpg) ## University of Southampton](/okf/case-study/university-of-southampton.md) [![St Christopher’s Trust](https://bigwave.co.uk/wp-content/uploads/2024/08/St-Christophers-Trust-Case-Study-Visuals23.jpg) ## St Christopher’s Trust](/okf/case-study/st-christophers-trust.md) [![Skincare Marketing: 7 Paid Media Tips That Grew an Eco-Friendly Brand](https://bigwave.co.uk/wp-content/uploads/2024/09/Dartmoor-Skincare-Web.png) ## Skincare Marketing: 7 Paid Media Tips That Grew an Eco-Friendly Brand](/okf/case-study/sustainable-skincare-marketing.md) [![Nourish Café](https://bigwave.co.uk/wp-content/uploads/2024/09/105132-Nourish-Cafe-Case-Study-Visuals7.jpg) ## Nourish Café](/okf/case-study/nourish-cafe.md) [![Halo Leisure Website](https://bigwave.co.uk/wp-content/uploads/2024/09/Halo-isometric.jpg) ## Halo Leisure Website](/okf/case-study/halo-leisure-website.md) [![Beverley Holidays](https://bigwave.co.uk/wp-content/uploads/2024/08/Untitled-design-1.png) ## Beverley Holidays](/okf/case-study/boosting-holiday-sales-success-beverleyholidays.md) [![Five on Fore Street](https://bigwave.co.uk/wp-content/uploads/2024/06/fof-featuredimage_01.jpg) ## Five on Fore Street](/okf/case-study/five-on-fore-street.md) [![E-Commerce Paid Media Strategy Drives Revenue Of Over £1 Million](https://bigwave.co.uk/wp-content/uploads/2024/04/fashion-apparel-marketing-agency.jpg) ## E-Commerce Paid Media Strategy Drives Revenue Of Over £1 Million](/okf/case-study/fashion-apparel-marketing-agency.md) [![Paid Media Tourism Marketing For Seafood Festival](https://bigwave.co.uk/wp-content/uploads/2023/10/event-marketing-agency.jpg) ## Paid Media Tourism Marketing For Seafood Festival](/okf/case-study/uk-tourism-marketing-paid-media-agency.md) [![Hainault Forest](https://bigwave.co.uk/wp-content/uploads/2023/08/Hainault-cover-image-2.jpg) ## Hainault Forest](/okf/case-study/hainault-forest.md) [![TDA Group website screenshots.](https://bigwave.co.uk/wp-content/uploads/2023/10/tda-website.webp) ## TDA Group website](/okf/case-study/tda-group-website-design-build.md) [![Achieve lifestyle website](https://bigwave.co.uk/wp-content/uploads/2023/10/achieve-lifestyle-1.webp) ## Achieve lifestyle website](/okf/case-study/new-leisure-website-redesign.md) [![Livewire](https://bigwave.co.uk/wp-content/uploads/2023/10/livewire.webp) ## Livewire](/okf/case-study/a-website-that-is-user-friendly.md) [![Paignton zoo](https://bigwave.co.uk/wp-content/uploads/2023/10/pz-cover.webp) ## Paignton zoo](/okf/case-study/new-website-for-paignton-zoo.md) [![Northcote Manor](https://bigwave.co.uk/wp-content/uploads/2023/10/northocote-web.webp) ## Northcote Manor](/okf/case-study/new-hospitality-website.md) [![Opening new doors for ADS Windows](https://bigwave.co.uk/wp-content/uploads/2024/03/justin-morgan-VxLhYXuLQN8-unsplash-scaled-2.jpg) ## Opening new doors for ADS Windows](/okf/case-study/opening-new-doors-for-ads-windows.md) [![Increased Sales Using SEO](https://bigwave.co.uk/wp-content/uploads/2023/10/logo-screen.jpg) ## Increased Sales Using SEO](/okf/case-study/increased-sales-using-seo.md) [![70% increase in medical neglience leads](https://bigwave.co.uk/wp-content/uploads/2023/10/medical_negligence_agency_ppc.png) ## 70% increase in medical neglience leads](/okf/case-study/boosting-leads-using-ppc.md) [![PHSC PLC Group Support](https://bigwave.co.uk/wp-content/uploads/2023/10/iso-13485-consultancy-training.jpg) ## PHSC PLC Group Support](/okf/case-study/phsc-plc-group-support.md) [![Boost Engagement & Generate Leads](https://bigwave.co.uk/wp-content/uploads/2023/10/halo-12-days.webp) ## Boost Engagement & Generate Leads](/okf/case-study/boost-engagement-generate-leads.md) [![Membership sales through a Covid Comeback campaign](https://bigwave.co.uk/wp-content/uploads/2023/10/key.webp) ## Membership sales through a Covid Comeback campaign](/okf/case-study/membership-sales-through-a-covid-comeback-campaign.md) [![Hilton Ames Chauffeurs – SEO Optimised Website](https://bigwave.co.uk/wp-content/uploads/2023/10/Hilton-Ames.png) ## Hilton Ames Chauffeurs – SEO Optimised Website](/okf/case-study/hilton-ames-chauffeurs-seo-optimised-website-2.md) [![High Net Worth Divorce Family Law PPC](https://bigwave.co.uk/wp-content/uploads/2023/10/Untitled-design-21.png) ## High Net Worth Divorce Family Law PPC](/okf/case-study/high-net-worth-divorce-family-law-ppc.md) --- ## Packaging Design [![A designer created packaging concepts](https://bigwave.co.uk/wp-content/uploads/2024/03/alex-design-730x800.webp)](#) [![](https://bigwave.co.uk/wp-content/uploads/2024/03/packaging-2-scaled-505x326.webp)](#) [![](https://bigwave.co.uk/wp-content/uploads/2024/03/Packaging-505x326.webp)](#) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Packaging design that captures your customers’ attention. We understand the importance of packaging in enhancing your product's appeal and elevating the unboxing experience. Our skilled graphic design team create bespoke packaging solutions tailored to your brand's identity and objectives. With our expertise, we ensure that your packaging not only securely houses and protects your product but also effectively communicates your brand message. [![](https://bigwave.co.uk/wp-content/uploads/2024/03/product-730x800.webp)](#) [![](https://bigwave.co.uk/wp-content/uploads/2024/03/packaging-2-scaled-505x326.webp)](#) [![](https://bigwave.co.uk/wp-content/uploads/2024/03/packaging-2-scaled-505x326.webp)](#) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Our approach to packaging design. Our team of experienced graphic designers will work with you to establish your brand identity, tone of voice, and business goals. We’ll use this information to create packaging designs that are as exciting, interesting, and unique as your business. Our packaging designs can elevate your products and get them noticed by your customers. ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Bringing different elements together to create magic. All products come in packaging, but great packaging will make your product pop and enhance the experience of opening it. It will also take the brand’s identity and its motives and showcase them on the box that should securely contain, protect and market your product. Bigwave’s talented graphic design team are experience in creating high-quality custom packaging that fits with your brand requirements and considers all the possible ways of viewing and handling your product. 01. ### Graphic design The graphic design of an item is a complex assembly process which combines the choice of shape, colour palette, typography and other visual and informative elements to make eye-catching packaging that is distinctive of your brand and creates positive expectations in the mind of your consumer. 02. ### Physical design This part of the process looks at manufacturing limitations and the actions a person will go through while interacting with your product, including the handling and unboxing experience. The materials, durability, finish and other physical aspects of your product design should work within those boundaries. 03. ### Marketing Your packaging is a crucial element of your marketing strategy. By identifying your target audience, we will create packaging that appeals to a well-defined buyer persona and promotes your products unique selling points. --- ## Paid Social Advertising Agency ![Woman on phone looking at paid social media advertising on Facebook created by Bigwave Marketing](https://bigwave.co.uk/wp-content/uploads/2024/03/FACBOOK-2.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/seo-2-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/training-1-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Unlocking Your Brand's Potential. Engage, influence, and convert customers with ads on feeds, stories, reels, and even in their inboxes. Platforms like Facebook, Instagram, and Twitter provide advertisers with the opportunity to drive relevant audiences to their page, site, or store for a relatively low cost. So, whether you're looking to spend £500 - £50,000 per month on paid social advertising we can build a tailored strategy to help grow your business. Every penny and every person is tracked through to sale. Here at Bigwave, we're Facebook Partners and can help you plan, create, and execute SUCCESSFUL social media advertising campaigns that drive interest and potential customers straight to you. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/social-4.webp) ##### Paid Social Advertising Campaigns ## Effective Paid Social Advertising with Impact. Creating a successful ad campaign begins with defining your objective. There are a multitude of options to discuss so let’s keep it simple. The main campaign types are: 01. ### Brand awareness and engagement Used to grow social presence by encouraging page likes, post comments, and reactions. (you can’t take fruit from a tree without continually watering the tree) 02. ### Traffic Perfect for driving users to a website or landing page, ultimately resulting in meaningful conversions. 03. ### Leads Obtain vital customer details without the need for a bespoke landing page or website. Plus, platforms like Facebook make it easy to create forms within your ads, allowing you to choose which information is necessary and include GDPR opt-ins. It also populates these details for users to make the process as easy as possible. Once the objective has been determined, we use Facebook pixel and Google tag manager to monitor the success of each ad. These tracking tools help us determine how successful a campaign is by registering which actions, such as a newsletter sign-up or a transaction, are driven by the ads so we can calculate return on investment. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/FACBOOK-3.jpg) ##### Tailored Creative & Targeting ## Eye catching creative. As paid social advertising becomes more lucrative, platforms such as Facebook, Instagram, and Twitter are developing more creative ways to customise ads. We ensure customers are never ad fatigued with hundreds of responsive variations. Even a standard ad, which uses a single media format and has space for text and calls to action, can be impactful. Stunning imagery or video, clever wordplay, and the use of emojis are ways we can stop a scrolling eye. ## Considering Paid Social Remarketing? Remarketing delivers your ads to visitors of your website who are yet to convert. As they're already aware of your product or service, incentives usually work well for this audience. Other custom audiences include like-for-like, which serves ads to users who are in the same demographic or show interest in the same things as those who already like or follow your social page. #### It’s our job as specialists to make the most of your budget. **By utilising campaign, ad, and targeting tools we can ensure ads are served to relevant and engaged users. For more information about how we can be your one-stop social media ads agency, contact us on [01392 492380](tel:+441392492380) today.** --- ## Photography ![](https://bigwave.co.uk/wp-content/uploads/2024/03/photography-2-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/photography-1-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/photography-4-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Photography tells a story, and that story can sell. It’s all too easy for businesses to spend a lot of time trying to create beautiful images for websites, marketing campaigns, and social media. But the difference between professional photography and amateur photography is all in the details. And, as they say, these things matter. Restaurants, cafes, retail stores, gyms, leisure centres, and many more businesses need to show the quality and personality of their business. Being able to capture the value of your products and services can paint your business in the best light and truly set you apart from your competitors. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/photography-5-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/photography-3-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/photography-6-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Why use professional photography? 67% of consumers consider clear, detailed images to be very important and carry even more weight than the product information, full description, and customer ratings. Using professional photography can: - **Give a more professional appearance** - **Increase sales** - **Support marketing** - **Create shareable content** - **Save yourself time by outsourcing to a marketing agency** ![](https://bigwave.co.uk/wp-content/uploads/2024/03/photography-6.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Bigwave’s approach to photography. You call the shots, while we manage the shoot. We work with you to discover your vision and the best plan for your objectives. Whether you want to attract new customers and members or want to upgrade your branding, we can plan, shoot, and edit the perfect photos for your business. That’s because we’re not just photographers, we’re marketing and branding experts. We don’t just create beautiful images, but we capture the personality and uniqueness of your company to help you tell your brand story and get the attention of customers. If you’re looking to refresh your image, Bigwave’s passionate photography team is ready to tell your story one frame at a time. --- ## PPC - Plymouth ![](https://bigwave.co.uk/wp-content/uploads/2023/10/Screenshot-2023-10-30-101930.png) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Advertise directly to your chosen audience! Bigwave Marketing is one of the fastest growing PPC agencies in Devon! We’re well on our way to meeting our aim of becoming the most visible Digital Agency in the South West by 2024 and in turn, retain our status as the leading agency in leisure. By positively impacting regional communities through working in partnership with our clients, we strive to truly ‘make a difference’. With our in-house team of digital marketing specialists here in Plymouth, we take special pride in our collective capacity of being able to increase our clients’ ROI while maintaining and improving ad spend efficiency. By delivering clear and concise monthly reports, you’ll see for yourself our attention to detail and data-driven work ethos. ![A server room with server stacks](https://bigwave.co.uk/wp-content/uploads/2023/08/Data-Centre-730x800.webp) ![Women sat at a computer screen and desk.](https://bigwave.co.uk/wp-content/uploads/2023/08/women-looking-at-a-website-505x326.webp) ![Women staring at data on a screen.](https://bigwave.co.uk/wp-content/uploads/2023/08/women-in-data-centre-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## PPC services with expert management. Utilising advertising platforms such as Facebook, Instagram, Google, Bing, LinkedIn, Snapchat and Twitter, we’re able to deliver specifically targeted and appropriate traffic while maintaining full control over demographics and budget. Pay-per-click (PPC) campaigns enable you to outrank and outcompete your competitors, meaning it’s an excellent option for young, fledgeling businesses as well as established ones to get their name out there! Put our Google gurus and Facebook fanatics to work and we guarantee expansive brand awareness, profitable leads and an increase in sales. Situated within Salt Quay House, overlooking the tranquil Sutton Harbour Marina in Plymouth, we’re never too far away, so be sure to get in touch regarding any and all PPC queries! ![](https://bigwave.co.uk/wp-content/uploads/2023/10/Screenshot-2023-10-30-102012.png) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/man-on-computer-505x326.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ##### Driven by insights ## PPC services in Plymouth. Our PPC packages depend on the monthly level of spend, this reflects the amount of time we can spend managing this. All our PPC packages include search campaigns on Google and Microsoft, Facebook, Instagram, Spotify, Snapchat and include set up, management, optimisation, tracking and reporting. --- ## PPC - Torquay ![](https://bigwave.co.uk/wp-content/uploads/2023/10/Screenshot-2023-10-30-101930.png) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## PPC generates relevant traffic! Here at Bigwave Media, we continue to build a creative and fun environment to attract, nurture and retain a talented team so that we’re recognised for creativity, expertise and innovation. Our team of pay-per-click (PPC) professionals here in Torquay, are experts in digital marketing, priding themselves on their ability to increase clients’ ROI, while also refining ad spend efficiency. Our structured approach to advertising and data-driven desire for results shine through in our monthly reports which concisely convey your guaranteed stellar PPC results. ![A server room with server stacks](https://bigwave.co.uk/wp-content/uploads/2023/08/Data-Centre-730x800.webp) ![Women sat at a computer screen and desk.](https://bigwave.co.uk/wp-content/uploads/2023/08/women-looking-at-a-website-505x326.webp) ![Women staring at data on a screen.](https://bigwave.co.uk/wp-content/uploads/2023/08/women-in-data-centre-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## PPC in the Torbay area. Utilising a litany of social platforms such as Facebook, Instagram, Google, Bing, LinkedIn, Snapchat and Twitter, we’re able to deliver specially targeted and relevant traffic while maintaining full control over demographics and budget. PPC campaigns enable you to outrank and outcompete your competitors, meaning it’s the perfect option for all businesses to get their name out there! We assure expansive brand awareness, profitable leads and an increase in sales. We’re situated on Vaughan Parade, overlooking the bustling Torquay Harbour so we’re right around the corner. Be sure to get in touch regarding any and all PPC queries! ![](https://bigwave.co.uk/wp-content/uploads/2023/10/Screenshot-2023-10-30-102012.png) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/man-on-computer-505x326.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ##### Driven by insights ## PPC services in Torquay. Our PPC packages depend on the monthly level of spend, this reflects the amount of time we can spend managing this. All our PPC packages include search campaigns on Google and Microsoft, Facebook, Instagram, Spotify, Snapchat and include set up, management, optimisation, tracking and reporting. --- ## PPC Book a Call ### **Exeter Office (HQ)** 1st Floor, Exeland House Tudor Street, Exeter, EX4 3BR #### [01392 492380](tel:01392%20492380) ### **Plymouth Office** #### [01752 668813](tel:01752668813) ### **Torquay Office** 15 Vaughan Parade Torquay, TQ2 7SR #### [01803 266380](tel:01803266380) --- ## PPC Exeter ![](https://bigwave.co.uk/wp-content/uploads/2023/06/Women-shot-1-730x703.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/man-on-computer-505x326.jpg) ![Women sat on a sofa looking at a tablet screen.](https://bigwave.co.uk/wp-content/uploads/2023/08/Women-loking-at-the-internet-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## A PPC Agency serving clients locally & across the globe. At Bigwave Marketing, our PPC team in Exeter of over seven experts work with businesses of any size and industry growth, whether via Google Ads, Microsoft Ads, Youtube, Facebook Ads, LinkedIn Ads or more. We’ll identify the right channel for your business. We have vast expertise in industries such as leisure, tourism, hospitality, finance, medical, law, automotive, and more. [How We Can Help](#section1) [How Much Should I Spend On PPC Ads?](#section2) [How Quickly Can I Expect PPC Results?](#section3) ![](https://bigwave.co.uk/wp-content/uploads/2023/10/DISPLAY-3.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/10/DISPLAY-1-505x326.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/Video-call-505x326.jpg) ##### 0% Jargon & 5 Star Service ## How are we different? **We keep things simple for our clients**By creating clickable ads with tailored keywords or captivating visuals which match the persona of the user, our clients benefit from low ad spend but a high return on ad spend.![](https://bigwave.co.uk/wp-content/uploads/2023/06/quotes.png) We’ve successfully launched and managed top performing PPC Campaigns for hundreds of clients. Here's what our clients have to say about our service... Our experience working with Bigwave has been highly positive. The team consistently demonstrated strong strategic insight, prompt responsiveness, and a clear commitment to progressing campaigns to launch, even when initial challenges resulted in delays. As a charity, effective budget management is essential, and we greatly valued Bigwave’s careful consideration of this throughout the project. Their collaborative approach ensured that campaign impact was maximised while remaining within agreed financial parameters. We appreciate the professionalism, reliability, and partnership Bigwave has brought to our work together. **Sarah May Kershaw & Davina Travis** ***Head of Communications and External Relations & Marketing Business Partner*** [YMCA St Paul's Group](https://ymcastpaulsgroup.org/) *We have worked with Bigwave on our ‘12 Days of Christmas’ lead generation and PR campaign for many years now. Every year Bigwave comes up with new ideas to keep it fresh and to engage with even more people. It is now a social media lead competition where members and the public at large have a chance to win a daily prize of 6 months free membership for them and a friend. Even if they don’t win, they don’t lose as each day a consolation prize is on offer such as discounted retail products and services – this is a very useful way to cross sell and grow secondary spend.* *Bigwave project manage the entire campaign from concept, content, copywriting, data collection, data sharing, social assets, customer communications.”* Cathy Fletcher, Marketing Manager [Halo Leisure](https://haloleisure.org.uk/) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/seo-1.webp) ##### Unsure of your budget? No problem ### How much does PPC Management cost? **Whether your budget is £500 or £50,000 - We've got you covered**Our skilled PPC team excel in crafting and implementing profitable paid marketing strategies, spanning paid search, paid social, and Google Shopping campaigns. By harnessing data-driven insights, innovative techniques, and technology, we're dedicated to creating impactful campaigns that positively impact your financial results. **Still unsure? Get in touch and we'll come up with an affordable and scalable option for your business.** [PPC Management Packages](/okf/page/ppc-management-agency.md) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/content-4.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/notification.png) ##### Continuous Optimisation ## How Quickly Will I See Results? The benefit of PPC is that exposure to your target market is immediate. However, fine tuning the keywords and ads can take a few months. We normally advise clients that they should see visible increases in enquiries by the mid to end of month one and that the campaign cost per enquiry should be minimised close to optimum by month three. [Get in touch](/okf/page/contact-us.md) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Paid Media Services 01. ### Paid Social Elevate your brand’s online presence through targeted advertising on popular social media platforms. Our paid social campaigns engage your audience where they spend their time, driving brand awareness and conversions. 02. ### Programmatic Display Harness the power of automated ad placements across a vast network of websites. Our programmatic display solutions optimise ad performance in real-time, ensuring your message reaches the right audience at the right moment. 03. ### Google Shopping Boost your e-commerce success with Google Shopping campaigns. We’ll expertly manage your product listings, creating visually appealing, data-driven ads that connect potential buyers to your online store, resulting in increased sales. 04. ### Video Advertising Tell your brand’s story through the captivating medium of video. Our video advertising strategies combine creativity and data-driven insights to deliver engaging content across various platforms, driving brand engagement and conversions. 05. ### Retargeting Reconnect with visitors who have shown interest in your products or services. Our retargeting campaigns strategically display tailored ads to potential customers who have previously visited your website, encouraging them to return and make a purchase. 06. ### Auditing & Consultancy Gain a competitive edge with our expert auditing and consultancy services. We’ll thoroughly evaluate your marketing strategies, provide actionable insights, and develop a personalised roadmap for success, ensuring your marketing efforts are always optimised for maximum impact. ### FREQUENTLY ASKED QUESTIONS [Do you give recommendations on the content needed?](#do-you-give-recommendations-on-the-content-needed) Yes, with a brand awareness strategy, we will give you recommendations and even create the content needed. [What social media channels do you work with?](#what-social-media-channels-do-you-work-with) We work with all the major social media platforms, here are a few of the most popular. - Facebook - Instagram - X – Previously called Twitter - TikTok - LinkedIn - YouTube - Pinterest [What if I don’t have any social media channels?](#what-if-i-dont-have-any-social-media-channels) No problem, we can help you set them up or do it on your behalf. [Will you manage the campaign for us?](#will-you-manage-the-campaign-for-us) Absolutely, we can manage the entire campaign. We can also take care of your social channels on a day-to-day basis if you like. [Do you include any PPC or boosted content?](#do-you-include-any-ppc-or-boosted-content) Our PPC team are happy to help with any Paid Media campaigns or boosted posts. We’ll discuss this in detail and recommend a budget for success. [How do we start working with you?](#how-do-we-start-working-with-you) Simple, [**click here**](https://calendly.com/sarahbrown-2/15min) to make an appointment, call [**07702 520863**](tel:+447702520863) or complete our **[form](/okf/page/contact-us.md)** and one of our specialists will get in touch to discuss your project. --- ## PPC Management Agency ![](https://bigwave.co.uk/wp-content/uploads/2025/02/Bigwave-Marketing-PPC-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/02/Bigwave-Marketing-online-Advertising-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/02/Bigwave-Marketing-Increased-sales-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Are your ads just… okay? You're not alone. **Many businesses struggle to get the results they deserve. At Bigwave Marketing, we're different. We're not just paid media marketers; we're growth engineers.** Imagine having a team of over 8 dedicated paid media experts (with 40+ years of combined marketing experience!) working tirelessly to maximise your return on investment. That's what you get when working with us. We don’t just run ads. We dive deep into your data, conduct intelligent A/B testing, and develop creative strategies that truly engage your audience. All for a cost-effective, transparent monthly fee. ![](https://bigwave.co.uk/wp-content/uploads/2024/08/1000px-Google_-G-_Logo.svg.png) ![](https://bigwave.co.uk/wp-content/uploads/2024/08/8331ef7d-bfc8-4148-a118-50da0fc43f8f-1629895410584.png) ![](https://bigwave.co.uk/wp-content/uploads/2024/08/Pinterest-logo.png) ![](https://bigwave.co.uk/wp-content/uploads/2024/08/instagram_PNG10.png) ![](https://bigwave.co.uk/wp-content/uploads/2024/08/1154-netflix.png) ![](https://bigwave.co.uk/wp-content/uploads/2024/08/Bing_logo_2016.svg.png) ![](https://bigwave.co.uk/wp-content/uploads/2024/08/YouTube_logo_2013-2015.png) ![](https://bigwave.co.uk/wp-content/uploads/2024/08/Snapchat-Logo-2013.png) ![](https://bigwave.co.uk/wp-content/uploads/2024/08/facebook-logo-facebook-icon-transparent-free-png-e1722948117962.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/08/Microsoft_Edge_logo_2019.png) ![](https://bigwave.co.uk/wp-content/uploads/2024/08/logo-Meta.png) ![](https://bigwave.co.uk/wp-content/uploads/2024/08/G4NP-logo.png) ![](https://bigwave.co.uk/wp-content/uploads/2024/08/LinkedIn_logo_initials.png) ![](https://bigwave.co.uk/wp-content/uploads/2024/08/google-shopping.svg) ![](https://bigwave.co.uk/wp-content/uploads/2024/08/x-twitter.png) ![](https://bigwave.co.uk/wp-content/uploads/2024/08/1200px-Google_Ads_logo.svg.png) ![](https://bigwave.co.uk/wp-content/uploads/2024/08/61ddcc9b2f2f81b9ef71c456_d6a34e99.png) ![](https://bigwave.co.uk/wp-content/uploads/2025/02/Bigwave-Marketing-PPC-Management-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2025/02/Bigwave-Marketing-Tailored-PPC-Advice-scaled-505x326.jpeg) ![](https://bigwave.co.uk/wp-content/uploads/2025/02/Bigwave-Marketing-PPC-Advertising-Success-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## What makes us different? Unlike those 'report-only' agencies, we believe in real conversations. Our senior paid media specialists are dedicated to your success, providing hands-on management, personalised advice, and consistent communication through regular fortnightly or monthly meetings. We’ll handle everything from captivating first impressions to driving final conversions, mastering all key platforms to create cross-channel strategies that are uniquely yours. ### How much are you going to charge us? We’re not going to hit you with those sky-high agency fees. We focus on delivering premium results without the premium price tag. You’ll find our pricing transparent and fair, and honestly, you might wonder why other agencies charge so much. We’re confident you’ll be happy with the value we provide. Scroll down to use our package calculator, simply enter your monthly expected media spend or budget and discover a tailored package that drives real growth. ### What's Your Ideal Paid Media Package? Unlock the best value for your budget. Use our handy package calculator to input your monthly media spend and discover a tailored solution that will drive real growth. With all our packages you’ll get comprehensive reporting, a dedicated expert & team, and conversion tracking to keep your campaigns on track. We’ll craft creative strategies, run A/B tests, and continuously optimise to maximise performance. Plus, we focus on budget efficiency, manage campaigns across multiple platforms, and track ROI growth to ensure your ad spend works smarter, not harder. ### Looking for a paid media management package? Use our handy package calculator to input your spend and we will suggest a package to suit your business: Adjust the slider below to your monthly spend ### Tier 1 Paid Media Monthly Spend: £151 - £500 Live Dashboard & Monthly Reports 1 Paid Media Channel Email Updates Meetings **Expected Income £2000 per month\*** #### Monthly Management Fee: £230 [Contact Us](/okf/page/contact-us.md) ### Tier 2 Paid Media Monthly Spend: £501 - £1000 Live Dashboard & Monthly Reports 2 Paid Media Channels Quarterly Meetings **Expected Income £4500 per month\*** #### Monthly Management Fee: £330 [Contact Us](/okf/page/contact-us.md) Most Popular ### Tier 3 Paid Media Monthly Spend: £1001 - £2000 Live Dashboard & Monthly Reports 3 Paid Media Channels Monthly Meetings **Expected Income £8K - £10K per month\*** #### Monthly Management Fee: £525 [Contact Us](/okf/page/contact-us.md) Most Popular ### Tier 4 Paid Media Monthly Spend: £2001 - £2499 Live Dashboard & Weekly & Monthly Reports 4 Paid Media Channels Monthly Meetings **Expected Income £10K - £13K per month\*** #### Monthly Management Fee: £680 [Contact Us](/okf/page/contact-us.md) Most Popular ### Tier 5 Paid Media Monthly Spend: £2500 - £5000 Live Dashboard & Weekly & Monthly Reports 5 Paid Media Channels Fortnightly Meetings **Expected Income £20K - £30K per month\*** #### Monthly Management Fee: £1,000 [Contact Us](/okf/page/contact-us.md) ### Bronze Package Paid Media Monthly Spend: £5000 - £12,000 Live Dashboard & Weekly & Monthly Reports Unlimited Paid Media Channel Fortnightly Meetings **Expected Income £40K - £72K per month\*** #### Monthly Management Fee: £1,200 [Contact Us](/okf/page/contact-us.md) ### Silver Package Paid Media Monthly Spend: £12,000 - £20,000 Live Dashboard & Weekly & Monthly Reports Unlimited Paid Media Channel Fortnightly Meetings **Expected Income £100K - £150K per month** #### Monthly Management Fee: £1,440 [Contact Us](/okf/page/contact-us.md) ### Gold Package Paid Media Monthly Spend: £20,000 - £25,000 Live Dashboard & Weekly & Monthly Reports Unlimited Paid Media Channel Weekly Meetings **Expected Income £150K - £175K per month\*** #### Monthly Management Fee: £2,000 [Contact Us](/okf/page/contact-us.md) ### Diamond Paid Media Monthly Spend: £25,000 - £30,000 Live Dashboard & Weekly & Monthly Reports Unlimited Paid Media Channel Weekly Meetings **Expected Income £165K - £210K per month\*** #### Monthly Management Fee: £2,250 [Contact Us](/okf/page/contact-us.md) ### Platinum Paid Media Monthly Spend: £30,000 - £50,000 Live Dashboard & Weekly & Monthly Reports Unlimited Paid Media Channel Twice Weekly Meetings **Expected Income £200K - £300K per month\*** #### Monthly Management Fee: £3,000 [Contact Us](/okf/page/contact-us.md) ### £50k+ Paid Media Monthly Spend: £50,000 - £100,000 Live Dashboard & Weekly & Monthly Reports Unlimited Paid Media Channel Twice Weekly Meetings **Expected Income £262K - £500K per month\*** #### Monthly Management Fee: POA [Contact Us](/okf/page/contact-us.md) ### Paid Media Case Studies [![Everybody Health & Leisure – ‘Learn to Swim with Us’](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-Everybody-HL-Swim-Campaign-Case-Study-Page-Assets6.webp) ## Everybody Health & Leisure – ‘Learn to Swim with Us’](/okf/case-study/everybody-health-leisure-swim-campaign.md) [![NHBS Christmas Product Shoot](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Bigwave-Portfolio-Updates-25_26-NHBS-Xmas-Product-Shoot-FINAL21.webp) ## NHBS Christmas Product Shoot](/okf/case-study/nhbs-christmas-product-shoot.md) [![The Mole Resort](https://bigwave.co.uk/wp-content/uploads/2025/02/105258-Case-Study-The-Mole-Featured-Image.jpg) ## The Mole Resort](/okf/case-study/travel-marketing-agency-the-mole-resort.md) [![Black Friday](https://bigwave.co.uk/wp-content/uploads/2026/02/ChatGPT-Image-Feb-11-2026-10_23_14-AM.png) ## Proven Ecommerce Growth: £16 ROAS Black Friday Campaign by a Specialist Marketing Agency](/okf/case-study/black-friday-advertising-strategy-paid-media.md) [![The Cornwall College Group](https://bigwave.co.uk/wp-content/uploads/2025/01/Untitled-design.jpg) ## The Cornwall College Group](/okf/case-study/cornwall-college-university-marketing.md) [![Five Trades](https://bigwave.co.uk/wp-content/uploads/2026/01/61710-Five-Trades-Paid-Campaign-Case-Study-FINAL6.jpg) ## Five Trades](/okf/case-study/five-trades.md) ### Your Future Paid Media Team [![James Bennett](https://bigwave.co.uk/wp-content/uploads/2026/04/James-Bennett-scaled-1024x1024.jpg)](/okf/staff-member/james-bennett.md) ## [James Bennett](/okf/staff-member/james-bennett.md) Paid Media Executive [![Sophie Phillips](https://bigwave.co.uk/wp-content/uploads/2026/04/Sophie-Phillips-scaled-1024x1024.jpg)](/okf/staff-member/sophie-phillips.md) ## [Sophie Phillips](/okf/staff-member/sophie-phillips.md) Paid Media Executive [![Louis Potterton](https://bigwave.co.uk/wp-content/uploads/2026/04/Louis-Potterton-scaled-1024x1024.jpg)](/okf/staff-member/louis-potterton.md) ## [Louis Potterton](/okf/staff-member/louis-potterton.md) Paid Media Manager [![Kainan Gardner](https://bigwave.co.uk/wp-content/uploads/2025/11/kainan-gardner-scaled-1024x1024.webp)](/okf/staff-member/kainan-gardner.md) ## [Kainan Gardner](/okf/staff-member/kainan-gardner.md) Paid Media Executive [![Adam Fiori](https://bigwave.co.uk/wp-content/uploads/2024/03/DSC07370-e1715358109492-1024x1024.jpg)](/okf/staff-member/adam-fiori.md) ## [Adam Fiori](/okf/staff-member/adam-fiori.md) Paid Media Manager [![Jag Katneni](https://bigwave.co.uk/wp-content/uploads/2024/03/DSC06540-scaled-1-905x1024.jpg)](/okf/staff-member/jag-katneni.md) ## [Jag Katneni](/okf/staff-member/jag-katneni.md) Senior Paid Media Manager [![Emma Munn](https://bigwave.co.uk/wp-content/uploads/2024/03/MicrosoftTeams-image-2-e1715358027893-1024x1024.jpg)](/okf/staff-member/emma-munn.md) ## [Emma Munn](/okf/staff-member/emma-munn.md) Paid Media Manager [![Gemma Ross](https://bigwave.co.uk/wp-content/uploads/2024/03/Gemma-Ross-1.jpg)](/okf/staff-member/gemma-ross.md) ## [Gemma Ross](/okf/staff-member/gemma-ross.md) Head of Paid Media ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ### Ready to Get Started? Book a Call [Book a Call](/okf/page/ppc-book-a-call.md) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/DSC01340-Enhanced-NR-scaled.jpg) **\*Terms and conditions of performance and estimations:** Return on Ad Spend (ROAS) varies depending on your industry, product/service, budget and website conversion rate. While we typically aim for a ROAS of £4-£8 for every £1 spent, results can differ based on factors such as profit margins, creative performance, and customer buying journeys. For industries with lower profit margins, a ROAS of £2-£3 may be more realistic. Conversely, high-value items like suits or cars or services such as an annual gym membership priced at £2,000+ can achieve ROAS of £8-£15+, depending on the complexity of the sales journey and ad strategy. We are continuously optimising campaigns to maximise performance within your industry’s benchmarks, ensuring your budget works as efficiently as possible. --- ## PPC Torquay ![](https://bigwave.co.uk/wp-content/uploads/2023/06/Women-shot-1.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Target users based on products and services they're already researching Utilising a litany of social platforms such as Facebook, Instagram, Google, Bing, LinkedIn, Snapchat and Twitter, we’re able to deliver specially targeted and relevant traffic while maintaining full control over demographics and budget. PPC campaigns enable you to outrank and outcompete your competitors, meaning it’s the perfect option for all businesses to get their name out there! We assure expansive brand awareness, profitable leads and an increase in sales. We’re situated on Vaughan Parade, overlooking the bustling Torquay Harbour so we’re right around the corner. Be sure to get in touch regarding any and all PPC queries! ## PPC generates relevant traffic! Here at Bigwave Media, we continue to build a creative and fun environment to attract, nurture and retain a talented team so that we’re recognised for creativity, expertise and innovation. Our team of pay-per-click (PPC) professionals here in Torquay, are experts in digital marketing, priding themselves on their ability to increase clients’ ROI, while also refining ad spend efficiency. Our structured approach to advertising and data-driven desire for results shine through in our monthly reports which concisely convey your guaranteed stellar PPC results. ## PPC in the Torbay area ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Driven by insights Our PPC packages depend on the monthly level of spend, this reflects the amount of time we can spend managing this. All our PPC packages include search campaigns on Google and Microsoft, Facebook, Instagram, Spotify, Snapchat and include set up, management, optimisation, tracking and reporting. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/Untitled-design-4.png) ## Great design backed up by in-house skills We’re more than just a design agency, we’re a full-service digital marketing agency. That means that no matter the scale of the campaign, we can design, create, and run it from beginning to end – so you don’t have to worry about the technical stuff. We have a fantastic in-house team of writers, PPC specialists, SEO wizards, and social media experts that can help track down the right information, craft the perfect narrative, and optimise each piece for best results. --- ## Print Design [![A designer created packaging concepts](https://bigwave.co.uk/wp-content/uploads/2024/03/alex-design-730x800.webp)](#) [![Two colleagues chatting about design concepts](https://bigwave.co.uk/wp-content/uploads/2024/03/nigel-dan-505x326.webp)](#) [![Brochures](https://bigwave.co.uk/wp-content/uploads/2024/03/graphic-design-505x326.webp)](#) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## We create eye-catching print design that sets you apart. Bigwave’s talented team of designers stamp your brand identity onto all of your business resources, providing you with professional and memorable printed materials. From business cards and stationery to banners and flyers, we create print design and branding that makes your business stand out and be remembered. [![Brochure](https://bigwave.co.uk/wp-content/uploads/2024/03/graphic-design-2-730x788.webp)](#) [![Printed leaflets for Inverclyde Leisure](https://bigwave.co.uk/wp-content/uploads/2024/03/graphic-design-3-505x326.webp)](#) [![](https://bigwave.co.uk/wp-content/uploads/2024/03/andrew-alex-505x326.webp)](#) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## We’re passionate about creating printed materials that support your marketing strategy. Bigwave pushes your brand beyond just what your customers see online. Instead, we take your brand messages straight to your audience. We believe that printed marketing materials still have their place, as they can be a cost-effective way of getting your message across to your potential customers and a fantastic way of leaving a physical reminder behind. Print design lasts, so we put all our effort into creating designs that are interesting, memorable, and – most importantly – on brand. Whether we’re designing for small businesses or large companies, our print designs are consistent with your brand message. We can produce: - Brochures - Booklets - Stationery - Business cards - Annual reports - Point of Sale (PoS) materials - Direct mailers - Exhibition banners - Promotional items --- ## Print Procurement ![Brochures](https://bigwave.co.uk/wp-content/uploads/2024/03/graphic-design-730x788.webp) ![Brochure](https://bigwave.co.uk/wp-content/uploads/2024/03/graphic-design-2-505x326.webp) ![Printed leaflets for Inverclyde Leisure](https://bigwave.co.uk/wp-content/uploads/2024/03/graphic-design-3-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Our print procurement services are here to save you time and stress. Managing printing projects can be time consuming and expensive, and time is a luxury that many business owners can’t afford. If you need more time and less stress managing your print and design projects, then look no further for a cost-effective complete print procurement solution to take away the hassle. At Bigwave, our team can provide a complete range of print related services, joining the dots from creative design, through to operational and marketing print, mailings, and promotional campaigns, meaning you can get on with what you do best – running a business. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/print-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/print-1-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/print-2-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Quality print procurement you can trust Whether designed by our award-winning graphics studio or supplied by yourself, we are able to print any form of printed material. With considerable buying power, we are able to offer quality print at great prices. As a guarantee of the best rates, we also offer a print promise that we will match or beat any like-for-like quote. Our print services include: - **Quality print** - **Fast turnaround times** - **Print price promise** - **Suppliers with strict environmental and quality standards** ### Our approach to print procurement We know every company and brand is different, which is why we always offer different printing services and solutions to suit your specific needs. Whether you’re running a small business or a large enterprise, you will be looking for print management that saves you time and brings results. Bigwave takes the headache of managing lots of different suppliers for their printing needs away from you, saving you time, hassle, and money. We are total perfectionists that ensure high-quality and consistency across every project. **For a print quote or to challenge us to beat a like-for-like quote, please [contact us](https://bigwave.co.uk/contact/).** [Contact us](/okf/page/contact-us.md) --- ## Privacy Policy ### **Introduction** Bigwave Media Limited (BWM), trading as Bigwave Marketing, is committed to protecting and respecting your privacy. This policy (together with any other documents referred to on it) sets out the basis on which any personal data we collect from you, or that you provide to us, will be processed by us. Please read the following carefully to understand our practices regarding your personal data and how we will treat it. The website [https://www.bigwave.co.uk/](/okf/page/home.md) is owned and operated by BWM. ### **Information we may collect from you:** We may collect personal information from you in the following ways: - When you make a phone call or send an e-mail to seek information about our services; - Recruitment and employment; - When your data has been passed to us by our clients to us to do a project for them; - Through our use of the Cookies on our website (please see the Cookies section below); - Through your request for publications and other marketing materials; - Through your request for information about our services and related topics and events; - Through your registration for events and competitions; - Through your contacting us with enquiries and comments. If you take one the steps mentioned above, we may collect and process personal information about you such as: - Your name, address, email address and other contact information; - Records of your correspondence with us, if you have contacted us; - Interests; - Details of your visit to the website; - Multimedia files such as photographs and video footages; - Information about your service user experiences and - Any other information provided to us by our clients such as postcode, age, geographical location and other anonymised data. ### **Information others may share with us about you:** **We never buy personal data from third parties or trade data with other organisations. However, there are times when we have to report to our clients, regulators or other relevant bodies and in those circumstances, we will report your information either aggregately or anonymously.** ### **Where we store your personal data:** The data that we collect from you may be transferred to, and stored at, our servers in the UK. It may also be processed by persons operating in the EEA who work for us or an organisation we have instructed. If we do send your personal data outside the EEA we will take steps to ensure that the recipient implements appropriate measures to protect your information. ### **Uses made of the information:** We will process any of your personal data, in accordance with our obligations under applicable data protection laws and regulations, for the following reasons: to provide you with the services you have requested; to comply with applicable laws and regulations; for administrative purposes; to assess enquiries; and to provide you with information about us and our services. If, at any time, you do not wish to receive further information about us and our services, contact us at . ### How long we keep your information: We retain the personal data processed by us in a live environment for as long as is considered necessary for the purpose(s) for which it was collected (including as required by applicable law or regulation. In addition, personal data may be securely archived with restricted access and other appropriate safeguards where there is a need to continue to retain it. ### **Disclosure of your information:** We may disclose your personal information to third parties if we are under a duty to disclose or share your personal data in order to comply with any legal obligation, or in order to enforce or apply any agreements; or to protect the rights, property, or safety of BWM, or others. This includes exchanging information with other organisations for the purposes of safeguarding or other statutory regulations we have to comply with. ### **Your Rights:** You have the right to ask us not to process your personal data for marketing purposes. We will usually inform you (before collecting your data) if we intend to use your data for such purposes or if we intend to disclose your information to any third party for such purposes. You can exercise your right to prevent such processing by checking certain boxes on the forms we use to collect your data. You can also exercise the right at any time by contacting us at (the new e-mail address) ### **IP Addresses:** BWM may collect information about your computer, including where available your IP address, operating system and browser type, for system administration. This is statistical data about our users' browsing actions and patterns, and does not identify any individual. ### **Cookies:** BWM’s website uses cookies to record visits to the website. This helps us to improve the website and provide you with a good experience when you browse the website. Please see our [Cookies Policy](/okf/page/cookie-policy.md) for more information. ### **Changes BWM privacy policy:** This privacy policy was last updated on 16 June 2026. BWM reserves the right to vary this privacy policy from time to time. Such variations become effective on posting on this website. Your subsequent use of this website or submission of personal information to will be deemed to signify your acceptance to the variations. ### **Complaints:** We hope that you won’t ever need to, but if you do want to complain about our use of personal data, please send an email with the details of your complaint to and addressed to our Data Controller ‘Mr Simon Beer’. We will accept complaints made via any reasonable channel, including email, phone or written correspondence. Please provide as much detail as possible about your concern so that we can investigate it effectively. We will look into and respond to any complaints we receive. You also have the right to lodge a complaint with the UK data protection regulator, the Information Commissioner's Office (“ICO”), or to escalate your concern if you are are not satisfied with the outcome of your complaint. For further information on your rights and how to complain to the ICO, please refer to the ICO website Once we receive your complaint, we will: - Acknowledge receipt within 30 days - Investigate your concern without undue delay - Keep you informed of progress, where appropriate - Provide a clear outcome once our investigation is complete Where necessary, we may contact you to request further information to help us investigate your complaint. We keep a record of data protection complaints and how they are handled. This helps us demonstrate compliance with data protection law and improve how we manage personal data. ### ### **Contact:** Questions, comments and requests regarding this privacy policy should be addressed to If you need further information about Bigwave and how we manage your personal data please visit: 1- Our [Cookies Policy](/okf/page/cookie-policy.md) 2- [Contact us page](https://bigwave.co.uk/contact/) where you can contact our individual departments and enquire about their Fair Processing Notices/Privacy Statements. --- ## Programmatic Advertising Agency ![](https://bigwave.co.uk/wp-content/uploads/2024/03/seo-1-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/seo-2-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/seo-3-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## How does it work? Using first-party cookies and behavioral-based audiences created with real-world data, we can ensure **YOUR ADS** only show to individuals who have **EXACTLY** the same interests and browse the same content as those who have converted on your website in the past. Our experience ranges across a wide range of industries including luxury, leisure, tourism, hospitality, finance, medical, law, automotive, and more. ![](https://bigwave.co.uk/wp-content/uploads/2023/10/pexels-pixabay-267350-scaled-730x800.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## What Creatives Do I Need For Programmatic? After our research, pixel learning, and campaign planning, we get our [creative and graphic design](/okf/page/graphic-design.md) team together and come up with some awesome engaging ads to match your brand and generate intent! We can master your messaging and imagery in any display format. Either a fully bespoke ad suite or we can do static, animated. That’s the beauty of having all the resources of a programmatic agency side-by-side with Bigwave awesome in-house creative team. Our management package includes set up, tracking set up, optimisation, reporting, and various dashboards. [Contact us](https://bigwave.co.uk/contact/) to find out how much our agency management fees are for programmatic advertising. ![](https://bigwave.co.uk/wp-content/uploads/2023/10/Programmatic-Advertising-Agency-%E2%80%93-Bigwave-Marketing-730x671.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/man-on-computer-505x326.jpg) ![Women sat on a sofa looking at a tablet screen.](https://bigwave.co.uk/wp-content/uploads/2023/08/Women-loking-at-the-internet-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## How Effective Is Programmatic Display Advertising? Our programmatic DSP has access to user data across 150 million websites, which means each person touches their tags up to 400 times per month. Can you imagine meeting someone 400 times for a coffee to find out more about their likes and dislikes? You would know them pretty well within a few months. Behavioral data **refreshes every hour,** so when that individual no longer meets the criteria to be deemed 100% relevant for your business, then we do not show ads to them. This means zero wasted advertising spend and you never miss out on an opportunity. ![](https://bigwave.co.uk/wp-content/uploads/2023/10/Screenshot-2023-10-25-115215-730x597.png) ![Women sat at a computer screen and desk.](https://bigwave.co.uk/wp-content/uploads/2023/08/women-looking-at-a-website-505x326.webp) ![Women staring at data on a screen.](https://bigwave.co.uk/wp-content/uploads/2023/08/women-in-data-centre-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## How much should I spend on programmatic advertising? The minimum monthly spend for programmatic is £5,000 and we would recommend running for a minimum of three months. We would install the pixel on the website a month or two before the campaign starts to allow us to generate a high volume of conversion data and learning before launching the paid ads. This will also give us enough time to design and plan the creative and ensure your website is built with [conversion optimisation](/okf/page/cro.md) in mind. --- ## Project Submission Mole ![](https://bigwave.co.uk/wp-content/uploads/2025/01/the-mole-resort-270x300.png) ![](https://bigwave.co.uk/wp-content/uploads/2024/07/bwm-logo-2.webp) Instagram This field is for validation purposes and should be left unchanged. ### About you Name(Required) First Last Email(Required) This field is hidden when viewing the form Submitted Day/Time DD slash MM slash YYYY ### Project details Project Title(Required) Project Deadline(Required) Day Month Year Give a brief description about this project/campaign/task(Required) What services do you need for this campaign/project? (Select all that apply) Design PPC Account management (e.g. distribution, sky ads, general enquiries) ### Design Is this a new project or a change to a previous one?(Required) It's new It's a previous project Previous project number (If known) Project Details(Required) Location(s) and/or service(s) this project is marketing Would you like to upload your content or type/paste it on this form?(Required) Upload I'll type/paste it here Paste/Type project content here(Required) Please paste the content for this project here. Ensure this is final content and that a full spelling check has been completed to avoid potential errors. File(Required) Drop files here or Select files Accepted file types: doc, xls, ppt, pdf, png, gif, jpg, zip, Max. file size: 16 MB, Max. files: 10. Files allowed are: Word, Excel, Powerpoint, PDF, png, jpg, gif. Any other formats must be supplied in a .zip file. Please select all the materials/services your project requires Leaflet/Flyer Poster Brochure Popup /Banner Vinyl Banner Sticker Website Landing Page e-Campaign Website Banner Social Media Graphics Logo / Branding Signage Video/Photography Leaflet Distribution Printing PPC (Please provide any keywords or phrases you would like used in the artwork in the field above) Other Leaflet/Flyer Size(Required) A5, A4 or custom size Width (mm) & Height (mm), number of pages and orientation Poster Size & Orientation(Required) A4 - A0 or custom size Width (mm) + Height (mm) Brochure Size, Orientation & Number of pages(Required) A5, A4 or custom size Width (mm) + Height (mm) Banner Size(Required) Width (m / cm / mm) + Height (m / cm / mm) Popup / Roller Banner Size(Required) Small, Medium or Large or custom size Width (m / cm / mm) + Height (m / cm / mm) Sticker Size(Required) Sticker size Width (mm) + Height (mm) & shape (square, circular, portrait, landscape etc) Static or animated social graphics Static Gif Animation Video (15+ Seconds) Final Files(Required) In-House Printing The Mole Resort via professional printers Professional Printing (Bigwave - Quote needed, please provide details in 'Any other information') Digital Logo Suite Delivery Address Street Address Address Line 2 City County / State / Region ZIP / Postal Code AfghanistanAlbaniaAlgeriaAmerican SamoaAndorraAngolaAnguillaAntarcticaAntigua and BarbudaArgentinaArmeniaArubaAustraliaAustriaAzerbaijanBahamasBahrainBangladeshBarbadosBelarusBelgiumBelizeBeninBermudaBhutanBoliviaBonaire, Sint Eustatius and SabaBosnia and HerzegovinaBotswanaBouvet IslandBrazilBritish Indian Ocean TerritoryBrunei DarussalamBulgariaBurkina FasoBurundiCambodiaCameroonCanadaCape VerdeCayman IslandsCentral African RepublicChadChileChinaChristmas IslandCocos IslandsColombiaComorosCongoCongo, Democratic Republic of theCook IslandsCosta RicaCroatiaCubaCuraçaoCyprusCzechiaCôte d'IvoireDenmarkDjiboutiDominicaDominican RepublicEcuadorEgyptEl SalvadorEquatorial GuineaEritreaEstoniaEswatiniEthiopiaFalkland IslandsFaroe IslandsFijiFinlandFranceFrench GuianaFrench PolynesiaFrench Southern TerritoriesGabonGambiaGeorgiaGermanyGhanaGibraltarGreeceGreenlandGrenadaGuadeloupeGuamGuatemalaGuernseyGuineaGuinea-BissauGuyanaHaitiHeard Island and McDonald IslandsHoly SeeHondurasHong KongHungaryIcelandIndiaIndonesiaIranIraqIrelandIsle of ManIsraelItalyJamaicaJapanJerseyJordanKazakhstanKenyaKiribatiKorea, Democratic People's Republic ofKorea, Republic ofKuwaitKyrgyzstanLao People's Democratic RepublicLatviaLebanonLesothoLiberiaLibyaLiechtensteinLithuaniaLuxembourgMacaoMadagascarMalawiMalaysiaMaldivesMaliMaltaMarshall IslandsMartiniqueMauritaniaMauritiusMayotteMexicoMicronesiaMoldovaMonacoMongoliaMontenegroMontserratMoroccoMozambiqueMyanmarNamibiaNauruNepalNetherlandsNew CaledoniaNew ZealandNicaraguaNigerNigeriaNiueNorfolk IslandNorth MacedoniaNorthern Mariana IslandsNorwayOmanPakistanPalauPalestine, State ofPanamaPapua New GuineaParaguayPeruPhilippinesPitcairnPolandPortugalPuerto RicoQatarRomaniaRussian FederationRwandaRéunionSaint BarthélemySaint Helena, Ascension and Tristan da CunhaSaint Kitts and NevisSaint LuciaSaint MartinSaint Pierre and MiquelonSaint Vincent and the GrenadinesSamoaSan MarinoSao Tome and PrincipeSaudi ArabiaSenegalSerbiaSeychellesSierra LeoneSingaporeSint MaartenSlovakiaSloveniaSolomon IslandsSomaliaSouth AfricaSouth Georgia and the South Sandwich IslandsSouth SudanSpainSri LankaSudanSurinameSvalbard and Jan MayenSwedenSwitzerlandSyria Arab RepublicTaiwanTajikistanTanzania, the United Republic ofThailandTimor-LesteTogoTokelauTongaTrinidad and TobagoTunisiaTurkmenistanTurks and Caicos IslandsTuvaluTürkiyeUS Minor Outlying IslandsUgandaUkraineUnited Arab EmiratesUnited KingdomUnited StatesUruguayUzbekistanVanuatuVenezuelaViet NamVirgin Islands, BritishVirgin Islands, U.S.Wallis and FutunaWestern SaharaYemenZambiaZimbabweÅland Islands Country Please provide the delivery address we should send the files to. Specific Printer Requirements(Required) Are there any specific printer requirements for your final files. For example: specific bleed size, no crop marks, fonts outlined etc. What other materials/services do you require?(Required) Please list any other materials/services you require here. Any other information Please include any additional information you feel we need to know here. ### PPC What are your campaign objectives?(Required) Awareness: reach as many people as possible Conversions: optimise towards getting people to take an action Remarketing: target non-converting site visitors Traffic: drive people towards your site Other Choose all that apply Other Campaign Objectives What are your sales targets? What are your sales targets? Which channels do you want to use? Facebook Instagram META Google Search Performance Max TikTok Pinterest Spotify Snapchat YouTube Choose all applicable Audience Targeting Details For example, age range, geographical location, gender, interests etc. Campaign Budget(Required) Please indicate maximum budget Landing Page URL **Campaign Running Dates** When would you like the campaign to start and end? Start MM slash DD slash YYYY End MM slash DD slash YYYY Campaign Creatives(Required) Drop files here or Select files Accepted file types: doc, xls, ppt, pdf, png, gif, jpg, zip, Max. file size: 16 MB, Max. files: 10. Please put in individual files here, ignore if our design team are working on these. Files allowed are: Word, Excel, Powerpoint, PDF, png, jpg, gif. Any other formats must be supplied in a .zip file. Campaign Creatives (link format if needed) ### Account Management Project Query(Required) --- ## Ronnie Halden ## **1953 - 2022** Our much-loved colleague Ronnie Halden passed away on Monday 12 December 2022. He is deeply missed by the whole team here at Bigwave. Ronnie certainly left his mark on Bigwave though. His impact was felt almost as soon as he joined us in October 2013, where he’d moved across from a well-established Exeter print business that was grappling with an industry moving away from print. Prior to that he had run his own successful marketing business for many years using the skills he’d acquired at top agencies across London. The first thing Ronnie did once on board was to start absorbing all things digital. He had connected the dots of a declining print industry with the growth of digital platforms and communications and wanted to leverage it. It was the growth in demand that he sparked that helped us move, much more progressively, into wider digital service delivery. ### His appetite to learn was a key strength. Always listening, squirreling away information, meant Ronnie quickly began to use digital methods, combined with his years of traditional marketing and strategic knowledge, to help our clients grow. He had that uncanny ability to walk into a meeting and almost immediately identify a clients needs (and come up with the right solution!). His interest to learn filtered through to the team too, and from it sprang many internal initiatives like our Deep Dives, where focussed talks are open to anyone, or myriad of presentations the agency would go on to deliver at regional and national events - most of which were arranged by Ronnie. ### One of the reasons for his success was his curiosity in fellow humans. Ronnie was always the first to make an introduction, the life and soul of the party, and a champion for networking. It became a common phrase to say ‘I bet Ronnie knows them’. In fact there weren’t many people in the South West business scene that Ronnie didn’t seem to know! And he wouldn’t just recall a name or a face, he could tell you all about their life, where they last went on holiday and what currently vexes them! How he retained all this information is anyone’s guess. Over the years Ronnie introduced many fellow Bigwavers to their first networking events. He had a knack of being able to coax the confidence out of people, putting them at ease with a bit of pre-match coaching and motivation and then subtly introducing them and shifting the limelight. Many at Bigwave will remember these experiences well. His interest in what made people tick meant he often saw things in others that they perhaps didn’t see in themselves. His great skill was nudging people toward their untapped skillset that lay within. Whether it was a subtle comment of praise, or a seemingly random mention of a topic or action, it always had the effect of creating that light-bulb moment or provide a sense of reassurance that the path chosen was the right one. And all without the person realising. What a gracious skill. ### Of course, we can’t not mention the banter! Such an integral part of Ronnie’s character was his mischievous sense of humour. Never one to leave a room without at least dropping one pun into the mix, the joy was not in his pun (although if we finally give him credit - they were actually quite clever), it was in his audience’s reactions to them. Queue crumpled up faces, gestured hands in the air, and much laughter. A committed Chelsea FC fan through and through, the banter could divert into talk of the Blues – with the obligatory winding up of his fellow football fan colleagues. Or he would tell the most extraordinary stories from a life well lived on the London ad agency scene, where he worked at some of the industry’s most prolific firms. Helicopter rides, indoor beach parties and shouting out of skyscrapers featuring amongst them. Banter aside, Ronnie helped to develop, not just the agency business and profile across the South West, but also friendships, confidences, the desire to learn and grow and an overall positive environment to be in. It’s this positivity that helped us win Best Place to Work 2022, an award we were all so proud of, Ronnie especially, and a win that owed much to the example that Ronnie always led with. We will be forever indebted to the laughter, love, respect, and support that Ronnie brought to this agency and all those that worked alongside him. Thanks for the smiles Ronaldo. With much love **Team Bigwave.**JTNDc3R5bGUlM0UlMEElMjN0b3AtYmFyLXdyYXAlMkMlMEElMjNzaXRlLWhlYWRlci1zdGlja3ktd3JhcHBlciUyQyUwQS52Y19jdXN0b21fMTYyMDM4NzU3NjEyNSUwQSU3QiUwQWRpc3BsYXklM0ElMjBub25lJTNCJTBBJTdEJTBBJTNDJTJGc3R5bGUlM0U= --- ## Seasonal Children's Activity Books ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## A fun-filled way to market your brand These **16 page,** **A4 activity books** are packed full of themed games and puzzles that kids will love to solve, and adults will love helping with. As standard, each activity booklet is printed on 120gsm, FSC certified uncoated paper (perfect for drawing and colouring) and will include your organisations logo and website address. **Prices start at just £375.00 for 250 books.** [Get in touch today](#form) [![](https://bigwave.co.uk/wp-content/uploads/2025/06/3-Booklets-with-Pens-copy-730x800.webp)](#) [![](https://bigwave.co.uk/wp-content/uploads/2025/01/summer-closeup-copy.webp)](#) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Bespoke Advertisements The books can be amended to include bespoke adverts, messages, or vouchers to promote your products and services. For example; if you want to run a **back to school swimming campaign** in September, the Summer activity book would be a perfect way to advertise this. Activity books are ideal to advertise gymnastics clubs, tennis lessons or drop-in junior sessions among many other things. If you want to keep families happy we can also provide **250 packs of coloured pencils for just £95.00** alongside your book order. This all-in-one solution of printed books and pencils is perfect to give out at roadshows, open days, or community engagement projects. [Get in touch today](#form) [![](https://bigwave.co.uk/wp-content/uploads/2025/01/summer-square-isometric-copy-730x800.webp)](#) [![](https://bigwave.co.uk/wp-content/uploads/2025/01/closeup-easter-copy.webp)](#) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Digital-only versions available Alternatively, why not order customised PDF version of the books for electronic distribution? **Starting from just £90**, these high-resolution files can be added to your website for customers to access anytime, anywhere. They could even be offered as a reward for signing up to your mailing list - creating an excellent opportunity to increase your audience and capture valuable marketing data. Alternatively, you could distribute these to youth groups, local schools, or holiday clubs, benefitting your community and growing brand awareness. These PDFs are suitable for printing on a standard inkjet or laser printer, or can be filled in using readily available software on tablets or computers. [Get in touch today](#form) [![](https://bigwave.co.uk/wp-content/uploads/2025/06/flatlay-summer-pages-730x800.webp)](#) [![](https://bigwave.co.uk/wp-content/uploads/2025/06/closeup-summer-cover-copy.webp)](#) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Four styles to choose from When you order your activity books, you have a choice of four different styles. Each of which contains different puzzles and games. This allows you to give out fresh looking packs year after year. We also offer activity books to cover every major school holiday - and if you order multiple activity books you'll pay less for each order! **Order 2 printed packs for £675** (saving £75) **Order 4 printed packs for £1050** (saving £450) [Get in touch today](#form) [![](https://bigwave.co.uk/wp-content/uploads/2025/01/activity-booklets-flatlays-scaled.webp)](#) Activity Book Set 1 [![](https://bigwave.co.uk/wp-content/uploads/2025/01/activity-booklets-flatlays2-scaled.webp)](#) Activity Book Set 2 [![](https://bigwave.co.uk/wp-content/uploads/2025/01/activity-booklets-flatlays4-scaled.webp)](#) Activity Book Set 3 [![](https://bigwave.co.uk/wp-content/uploads/2025/01/activity-booklets-flatlays3-scaled.webp)](#) Activity Book Set 4 ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Get in touch If you'd like to enquire about ordering some Activity Fun Books, please complete this form and a member of our team will get back you. --- ## SEO Audit Tool ![](https://bigwave.co.uk/wp-content/uploads/2024/07/bwm-logo-2.webp) AI Readiness & SEO Opportunity Audit# Check your AI & SEO opportunity See exactly where your website is losing visitors, and how much traffic you could win back, in under 60 seconds. No jargon, no obligation. - How visible you are to AI search (ChatGPT, Claude, Perplexity) - Your SEO score and the traffic you are missing every month - A plain-English action plan, emailed as a PDF Your website Target keyword Email for your PDF report I agree to receive my AI & SEO report by email and for Bigwave Marketing to send me information/offers about its products and services. Your information will never be passed on to third parties and will be processed in line with the Bigwave [Privacy Policy](/okf/page/privacy-policy.md). Leave this blank Run my free AI & SEO audit 0% ### Full SEO breakdown Print / save as PDF --- ## SEO Exeter ![](https://bigwave.co.uk/wp-content/uploads/2024/03/bigwave-seo-analytics-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/seo-4-scaled-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/seo-2-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Get more organic traffic from search engines with our award-winning digital marketing agency. Over our 14+ years of SEO in Exeter we have increased our client’s website traffic from search engines by an average of 226% which has resulted in a lift in conversions, leads and sales by an average of 69%, for a range of clients in both, charity, B2B and the consumer sector. For some clients this was paired with a PPC and Content Marketing strategy which has increased their lead/traffic volume even further. [Enquire for a Free SEO Audit](/okf/page/contact-us.md) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/bigwave-seo-research-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Exeter Local SEO Process. As an Exeter SEO agency we help local businesses achieve their lead generation goals by driving more visitors from search engines to their websites. Our holistic SEO process ensures you business benefits from multiple digital marketing tactics as part of your SEO service. From understanding where your visitors are coming from and where to find them to providing monthly published content for your website as well as improvements to site layout and conversion rates. ### Research The first thing we need to do is ensure we have everything we need to do the best job we can do ### Optimise The second step of the SEO process is ensuring all existing content on the website is assessed and optimised … ### Build Completing the first two steps of the SEO strategy, gives us a good understanding of the content we need to focus on. So, we start building up the website ### Uplift There is no point in having a great product and creating great content if no one will see it and if it doesn’t work towards your marketing goals. ### Service & Track Constantly maintaining rankings and tracking ongoing objectives. This allows us to apply an agile approach to constantly improve the SEO strategy and adapt to the changing search engine algorithms to achieve exponential results. ![](https://bigwave.co.uk/wp-content/uploads/2023/10/Hilton-Ames.png) ![](https://bigwave.co.uk/wp-content/uploads/2023/10/hiltonameschauffeurs_exeter_seo_nr1-JPG-505x326.png) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/Demographic-5-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Exeter SEO Client Spotlight. Our SEO experts were able to build an search engine optimised website from scratch and rank this in Exeter for a challenging keyword against more established companies and despite many challenges starting out. Our local SEO strategy included: - SEO Friendly web design - On-page optimisation - Off-page optimisation - User experience[**Visit SEO Case Study**](/okf/case-study/hilton-ames-chauffeurs-seo-optimised-website-2.md) ## Bigwave Exeter SEO Services: #### Local SEO ## £259 - £800 ##### Because each business is different Keyword Research Descriptive Page Titles and Descriptions On-page Optimisation Off-page Optimisation Technical Website Optimisation **Competitor research** Local Listings Google, Bing & Apple Maps Listings Google Analytics Customer review strategy SEO website content Monthly Reports Dedicated SEO Specialist **NO Setup Fee** **FREE Initial audit** [Start Local SEO](/okf/page/contact-us.md) #### National SEO ## £1000+ ##### For national rankings Keyword Research (National search terms) Descriptive Page Titles and Descriptions On-page Optimisation Off-page Optimisation Technical Website Optimisation **Competitor research** Outreach/Link building Google, Bing & Apple Maps Listings **(Multiple Locations)** Google Analytics Customer review strategy SEO website content (National Content Strategy) Monthly Reports Dedicated SEO Specialist **NO Setup Fee** **FREE Initial audit** [Start National SEO](/okf/page/contact-us.md) ### SEO for Local Professional Services Our bread and butter is the local professionals and businesses that rely on their visibility online to drive more leads to their website. ### SEO for Leisure & Tourism sector For over 14 years we have been a driving force in marketing for this sector and our SEO strategies and processes are fine-tuned for multi-location leisure centers and attractions trying to drive organic traffic and grow visitors and memberships. ### SEO for Government and local council Our robust, holistic and compliant SEO strategies have allowed us to work with several government branches across the UK and win several national tenders. ### SEO for Construction and Home Improvements This is one of our favorite sectors due to the high return on investment. Both construction and contractors can benefit greatly from increased visibility as most of their customers will be looking for them on search engines. ## Frequently asked questions [How much will the SEO Exeter cost?](#how-much-will-the-seo-exeter-cost) Every website and business is different so the price can vary depending on previous work and current search engine visibility, as well as how competitive your market is. We take all of this into account to ensure we make a recommendation that produces the best return on your investment. That being said, if you are a local service provider or have a brick and mortar location like a restaurant or shop in Exeter our minimum recommended investment starts at **£259/month** for an ongoing SEO strategy, and can increase significantly depending on your budget, desired goals as well as the factors mentioned above. [Will SEO work for my business?](#will-seo-work-for-my-business) In most cases the answer is yes. There are a few exceptions though. If you are selling a new product or service that people are not familiar with or do not search for, SEO might not be the best tactic to increase sales. In such cases, a content marketing strategy may be devised to reach your target audience and educate them on the product. So if you have the budget for it, it is possible to get good results. There are also certain search terms that are so competitive it is not cost effective to try to rank for. If you are a hotel for example and want to rank for the search term “Hotels Exeter” you may find that it is almost impossible to do so in the organic search results. In cases like these, we will look to do keyword research to find other less competitive search terms to rank for, or try to rank your hotel in the Google maps pack for people searching near your location. In all of these cases, we may decline to take you on as an SEO client or our experienced marketers may offer better solutions to achieve your business goals. **Our agency’s core value is to “Make a difference”, not a sale!** [How Long Does It Take To Rank on Google?](#how-long-does-it-take-to-rank-on-google) Like most SEO questions … it depends. It can range from as low as 30 days to as much as years, in the case of very popular search terms. For businesses located in Exeter, the usual timeframe before we see a good improvement in rankings is after 3 months. However, if you are a dentist, solicitor or real estate agent, for example, it can take 12 months to 18 months to see significant results. **[Google’s John Mueller recently said](https://www.searchenginejournal.com/google-rankings-for-new-sites-could-fluctuate-for-up-to-a-year/372109/) that it could take up to a year for them to figure out where a new site should rank, and that fluctuations are expected during this timeframe.** **If you are an Exeter-based business and you have any other questions please let us know. One of our team is always on hand to bring clarity.** [Contact Us](/okf/page/contact-us.md) --- ## SEO Services ![](https://bigwave.co.uk/wp-content/uploads/2024/03/seo-2-730x735.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/seo-1-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/seo-3-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Get more organic traffic from Search Engines. We have increased our client’s website traffic from search engines by an average of 226.7% which has resulted in a lift in conversions, leads and sales by an average of 69.3%, for a range of clients in both, charity, B2B and the consumer sector. For some clients this was paired with a PPC and Content Marketing strategy which has increased their lead/traffic volume even further... this all started with a discovery call.\*\*During the discovery call, a marketing specialist (not a sales-person) will show you how we can improve business through your website by asking 5 – 10 questions about your business. Every business and website is different(as you know), and we want to ensure we can truly make a difference for your business. Our goal is to find a partnership… not a sale! ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Our approach to Search Engine Optimisation (SEO) 01. ### 1. Research & Plan The first thing is to ensure we have everything we need, to do the best job we can. A big part of this is having the analytics, ensuring the website has the **right** **capabilities** and is in **good technical “shape”** and more importantly, **understand your business**, your **market**, setting accurate timelines and the **measures for success.** 02. ### 2. Optimise The second step of the SEO service we is ensuring all existing content on the website is assessed and optimised. Wheather this means applying advanced copywriting techniques, ensuring there is enough content for search engines to understand the page and give us a relevancy boost or just ensuring the content is accessible and there are no “holes in the boat” that could lead to loss of authority or a bad user experience. 03. ### 3. Build Completing the first two steps of the SEO strategy, gives us a good understanding of the content we need to focus on. During the Build process we discover what your competitors are doing and where your deficiencies are in terms of content and authority in comparison. 04. ### 4. Promote There is no point in having a great product and creating great content if no one will see it and if it doesn’t work for our purposes. Our experience is that the phrase “Build it and they will come” just doesn’t work in today’s, attention deprived environment. Our promotional process ensures we boost your website’s authority that drives the search engine traffic. 05. ### 5. Maintain & Evaluate The Maintenance and Evaluation process is less of a step and more of an ongoing objective. This allows us to maintain an agile approach and constantly improve the SEO strategy and the results by constantly evaluating and maintaining what we have built to respond to Google’s 300+ updates, your competitors and market trends. This also ensures we can deliver an SEO service with compounding effects. ## A Full Range of SEO Services If you are a local plumber, restaurant, shop or any business with a physical location, and want to be found online by people searching for your products and services locally, we have the right Local SEO strategy to ensure people find you! **[Local SEO agency Exeter](/okf/page/seo-agency-exeter.md)**For both national and international companies, depending on your market and audience we can craft the appropriate SEO strategy to reach your target audience. Our SEO experts will also help you overcome complex internationalisation challenges to ensure global visibility and the best route-to-market.Our 5-step SEO process, while it can be adapted for any market segment, has been specifically created with B2B performance in mind and to ensure the most efficient use of your resources while providing clarity for stakeholders.While it is a powerful way to get your products in the hands of your target market, it does present some unique challenges that our SEO experts will help you navigate and find the best solution for. Our approach to Ecommerce SEO focuses a lot on your website's technical and structural aspect as well as content and conversion aspects.Wordpress is a powerful system to leverage for any online business. As a core CMS that we work with every day, we have extensive experience in how to optimise and structure content to achieve the best SEO performance.Redesigning or rebuilding your website? Our SEO Go-live package is a one-off SEO service that has been specifically created to ensure there is minimal or no traffic loss when your website is rebuilt or re-designed.We also offer SEO training bespoke to your needs. Our training courses can be designed to ensure you and your staff are aware of basic SEO fundamentals and able to identify opportunities to increase search engine visibility in their day to day activities.Using the most advanced tools in the SEO industry and ample experience, we can identify and suggest recommendations for any technical issue. Our on-page SEO services ensure your products and services gain visibility against your competitors. Our SEO content copyrighting and editing process takes into account what your competitors are doing and what search engines think is the best content to rank. We use some of the top industry tools to leverage both correlation and Artificial Intelligence to reverse engineer search engine ranking factors to increase your site's visibility. All of this is then crafted with a conversion-lead approach.Our content marketing specialists will research and craft the most appropriate content editorials to reach your target audience. In addition, each content piece will have a promotional strategy attached which will increase your website's Domain Authority, rankings and traffic.Our promotional process ensures we boost your website’s authority and we get the right eyes on the content and services you publish. Our Outreach and Digital PR experts build high value relationships with publications and influencers to ensure your content is featured to the right audience and adds value to your website.The SEO Audit is a 30+ page audit that provides an overview of the key elements on your website and actionable improvement recommendations. This will help you understand not just how your website performs in the search engines, but also how to improve its performance. This review has covered key aspects of your website and performance plus additional things you need to consider if you want your website to thrive against your competitors.Our SEOs have expert knowledge of all Google algorithm updates and are able to help you identify causes for loss of traffic or rankings, correlations with known algorithm updates and help your website recover and improve. --- ## Sitemap [![](https://bigwave.co.uk/wp-content/uploads/2024/06/LU_logo_1-300x99.png)](https://bigwave.co.uk/wp-content/uploads/2024/06/LU_logo_1.png) --- ## Social Media Management ![](https://bigwave.co.uk/wp-content/uploads/2024/03/social-1-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/social-4-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/flo-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Be more social with your marketing Bigwave helps to build your social media presence by delivering rich, timely and effective content alongside expert strategies that deliver results – allowing you to focus on what you do best. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/social-2-730x608.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/social-5-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/social-6-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## You are what you share In order to stay relevant and competitive in the fast-paced social media landscape, your social media strategy should always be evolving. That’s why we offer bespoke social media management to work for your brand, your customers and your goals. ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## How do we help our clients: 01. ### CONTENT With a thorough understanding of your business combined with your target customer base, we design quality content to encourage engagement and promote brand awareness. 02. ### IMAGERY Infographics, memes, customer reviews, discussion pieces and more options on request – we can custom make them all. 03. ### SYNDICATION Social Media Syndication **–** We work will all major social media channels and are happy to learn any bespoke social platforms that you would like us to use. 04. ### GROWTH To grow your audience, boost your profile, improve your engagement and extend your reach. 05. ### ENGAGEMENT We manage targeted influencers in your sector and engage with them to promote your brand to their audience. We can even manage, create and design your competition strategy to ensure they deliver the best possible results – a great way to increase your reach organically. 06. ### REPORTS An in-depth report of your social media activity including statistics such as growth, reach and engagement and most importantly, an evaluation of the results to ensure that we are continuously evaluating our strategy. ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Additional social media services Our extensive range of social media management services include: [Social Media Account Setup](#social-media-account-setup) Full account setup including channel optimisation, design and profile copywriting. [Social Media Audits](#social-media-audits) A deep-dive on your current social media practice with an evaluation and recommendations to maximise engagement and reach. [Social Media Training](#social-media-training) A full day of social media training including a complete overview of social media channels, best practice solutions and training workshops. **Social Media Discovery Days –** A focused session aimed at resolving your specified social media issues with suggestions for improvement. [Social Chatbots](#social-chatbots) Want a constant presence on your Facebook page but don’t have the manpower to monitor it? We can design you a bespoke chatbot which will respond to frequently answered questions and point users in the right direction. [Sponsored Engagement Campaigns](#sponsored-engagement-campaigns) Facebook limits the reach for businesses’ organic growth, making boosted posts almost essential to grow your audience and gain a wider reach. Our expertise in this area ensures you are receiving the best possible results for the amount you are spending. --- ## Social Media Training ![](https://bigwave.co.uk/wp-content/uploads/2024/03/training-1-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/training-2-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/training-3-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Learn the fundamentals of social media – a cost-effective, targeted digital method of promoting your brand. Bigwave’s social media training sessions help organisations in any sector – both large and small, to get the most out of social media marketing. Throughout our hands-on training session, we provide you with all the tools and techniques you need to boost your digital presence, promote your brand and create an engaged online customer community. ### Social media discovery session To help get the juices flowing we will invite you and your team to a collaborative workshop style session at Bigwave HQ to discover: ### Organisational goals for social media A crucial part of social media success is establishing clear goals and targets that you want to achieve such as growth, reach or engagement. We’ll share all the relevant metrics and tools needed to track and measure the results. ### Current channel utilisation We work across all major social media channels and therefore can provide a comprehensive evaluation of your current usage and suggest strategies to improve performance aligned to your key objectives. ### Employee knowledge gaps The first step to closing knowledge gaps it to motivate staff to participate in the learning process. That’s why we try to engage all relevant members of a team to get involved by contributing their social media marketing ideas. ### Social media training & Strategy Bespoke practical social media training for up to eight people at a location of your choosing. Topics include: ### Using social for outreach and engagement Social media outreach is the process of using social networks like Facebook, Instagram and LinkedIn to raise awareness of your brand, form new relationships and get more eyes on your content. We’ll teach you how to execute outreach and engagement campaigns just like a pro. ### In-depth exploration into best platforms/tools for your needs By the end of our training session, attendees will have the tools to be able to confidently manage crucial elements of your organisation’s social media strategy. ### Tailored group activities around your brand Our team of experts have tons of practical savvy in their fields and can help teams build their own digital presence of their brand. **We offer a Sports & Physical Activity sector focussed version of this session which provides 5 [CIMSPA](https://www.cimspa.co.uk/cpd) CPD points.** --- ## Spotify Advertising Agency ![](https://bigwave.co.uk/wp-content/uploads/2024/03/bigwave-spotify-advertising-main-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/bigwave-spotify-advertising-main-2-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/bigwave-spotify-advertising-main-3-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Harnessing the power of Spotify advertising. #### Spotify Audio Ads from only £250 If you’re a considering a campaign on Spotify, then you’re in the right place. Here at Bigwave Marketing, we are a Spotify Advertising Agency and we run campaigns every day! Spotify is an incredibly powerful advertising platform and in addition to their audience, Spotify is a great resource for advertisers because it is well respected among consumers and provides relevance to small and local brands. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/bigwave-spotify-advertising-banner-advertising.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Audio & Clickable Spotify Banner Advertising. Using audio as part of your overall campaign is a creative way of sharing your message across different platforms and reinforcing it throughout the user journey. As playlist and podcasts recommendations are driven by behaviour and engagement, ads are delivered to the right people and at the right time. This provides more control and accuracy than traditional radio advertising. Making your message heard with audio ads on Spotify can **increase ad recall by 81% and brand awareness by 26%.** ![](https://bigwave.co.uk/wp-content/uploads/2024/03/bigwave-spotify-advertising-demographics.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ##### Driven by insights ## Targeting your audience. Spotify Ad Studio’s targeting tools are easy to use and include demographics such as age, gender, location such as postcodes, and contextual attributes. This means ads can be served in specific playlists. For example, ads for trainers could be delivered to listeners of a running playlist. We provide real-time reporting, we can monitor ad delivery and click-through rates to give you great insights into your return on investment. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/bigwave-spotify-advertising-reporting.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ##### Fully measurable ## Detailed Analysis and Reporting At Bigwave we take care of everything. From creation to reporting, we can work with you to suggest interesting concepts and best practices. **For more information about how we can be your one-stop PPC audio ads agency, contact us on [01392 492380](tel:+441392492380) today.** --- ## St Christophers Survey - Colours ![](https://bigwave.co.uk/wp-content/uploads/2024/06/st-chris-logo.png) --- ## St Christophers Survey - logo ![](https://bigwave.co.uk/wp-content/uploads/2024/06/st-chris-logo.png) --- ## Suite [eCampaigns Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Learn more](http://ecampaignsonline.co.uk/)[SMS Campaigns Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Learn more](http://www.smscampaignsonline.co.uk/)[Mystery Shopping Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Learn more](http://bigwavemysteryshopping.co.uk/)[Bigwave Apps Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Learn more](http://cockpit.bigwaveapps.co.uk/)[Support Desk Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Learn more](https://bigwavenetwork.co.uk/) --- ## Surveys ![](https://bigwave.co.uk/wp-content/uploads/2024/03/bigwave-customer-survey-3-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/bigwave-customer-survey-2-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/bigwave-customer-survey-main-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) At Bigwave we use surveys as a tool to directly collect feedback from your target audience to understand their needs, expectations and motivations, and also find out how they feel about your products and services. ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Knowledge is power. Knowing your customer and the environment your business is operating in is critical, especially as competition increases for many businesses. Identifying your ideal customer and their buying habits can provide many great benefits such as: 01. ### Customers being retained, and new ones gained Using market research helps provide a better perspective and knowledge of the target market so that you can enhance your products and services to suit their requirements. 02. ### Create targeted communications strategies Knowing your customers’ requirements means you can deliver offers and information of products and services that will directly spark their interest and desires. 03. ### Build your sense of confidence Becoming well-informed about what customer want can help alleviate the degree of risk involved in making important business decisions. 04. ### Assist in staying ahead of the competition Knowing how to leverage the findings you extract from market research and combining it with an innovative new idea will help you get of the game and stay ahead. 05. ### Improve existing products and services Analysing customer satisfaction levels along with data about their perception of the market can help better meet your current and future customers’ expectations. 06. ### Concept testing Ahead of launching a new product or service offering, assess its effectiveness in the market will greatly increase the odds of turning it into a profitable asset. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/bigwave-customer-survey-analysis-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## How will we conduct a market research survey? Surveys can be conducted digitally or in person as a questionnaire or interview, using qualitative or quantitative methods. Examples of how surveys can be carried out: - **On-site:** Face to face with existing customers - **Off-site:** Face to face targeting non-users - **Remotely:** Via email, phone, direct mail or social media --- ## The Team [All](#)[Client Services](#)[Content](#)[Creative](#)[Director](#)[Finance](#)[Paid Media](#)[SEO Specialists](#)[Social Media](#)[Web Development](#) [![James Bennett](https://bigwave.co.uk/wp-content/uploads/2026/04/James-Bennett-scaled.jpg)](/okf/staff-member/james-bennett.md) ## [James Bennett](/okf/staff-member/james-bennett.md) Paid Media Executive [![Dinesh Thapa](https://bigwave.co.uk/wp-content/uploads/2026/04/Dinesh-Thapa-scaled.jpg)](/okf/staff-member/dinesh-thapa.md) ## [Dinesh Thapa](/okf/staff-member/dinesh-thapa.md) Web Developer [![Sophie Phillips](https://bigwave.co.uk/wp-content/uploads/2026/04/Sophie-Phillips-scaled.jpg)](/okf/staff-member/sophie-phillips.md) ## [Sophie Phillips](/okf/staff-member/sophie-phillips.md) Paid Media Executive [![Jude Gaylard-Hall](https://bigwave.co.uk/wp-content/uploads/2026/04/Jude-Gaylard-Hall-scaled.jpg)](/okf/staff-member/jude-gaylard-hall.md) ## [Jude Gaylard-Hall](/okf/staff-member/jude-gaylard-hall.md) Account Manager [![Zita Racz](https://bigwave.co.uk/wp-content/uploads/2026/04/Zita-Racz-scaled.jpg)](/okf/staff-member/zita-racz.md) ## [Zita Racz](/okf/staff-member/zita-racz.md) Account Manager [![Louis Potterton](https://bigwave.co.uk/wp-content/uploads/2026/04/Louis-Potterton-scaled.jpg)](/okf/staff-member/louis-potterton.md) ## [Louis Potterton](/okf/staff-member/louis-potterton.md) Paid Media Manager [![Ollie Barefoot](https://bigwave.co.uk/wp-content/uploads/2025/12/Ollie-Barefoot-scaled.jpg)](/okf/staff-member/ollie-barefoot.md) ## [Ollie Barefoot](/okf/staff-member/ollie-barefoot.md) Video Content Creator [![Holly Turner](https://bigwave.co.uk/wp-content/uploads/2025/12/Holly-Turner-scaled.jpg)](/okf/staff-member/holly-turner.md) ## [Holly Turner](/okf/staff-member/holly-turner.md) Digital Product Manager Apprentice [![Connor Van Bussel](https://bigwave.co.uk/wp-content/uploads/2026/01/Connor-Van-Bussel-scaled.jpg)](/okf/staff-member/connor-van-bussel.md) ## [Connor Van Bussel](/okf/staff-member/connor-van-bussel.md) SEO Executive [![Kainan Gardner](https://bigwave.co.uk/wp-content/uploads/2025/11/kainan-gardner-scaled.webp)](/okf/staff-member/kainan-gardner.md) ## [Kainan Gardner](/okf/staff-member/kainan-gardner.md) Paid Media Executive [![Lizzie Hudson](https://bigwave.co.uk/wp-content/uploads/2025/11/lizzie-hudson-scaled.webp)](/okf/staff-member/lizzie-hudson.md) ## [Lizzie Hudson](/okf/staff-member/lizzie-hudson.md) Account Executive [![Kathy Duckworth](https://bigwave.co.uk/wp-content/uploads/2025/11/kathy-duckworth-scaled.webp)](/okf/staff-member/kathy-duckworth.md) ## [Kathy Duckworth](/okf/staff-member/kathy-duckworth.md) Senior Account Manager [![Ella Gardner](https://bigwave.co.uk/wp-content/uploads/2025/11/ella-gardner-scaled.webp)](/okf/staff-member/ella-gardner.md) ## [Ella Gardner](/okf/staff-member/ella-gardner.md) Content Creator [![Jordan Mort](https://bigwave.co.uk/wp-content/uploads/2025/11/sam-sharpe-scaled.webp)](/okf/staff-member/jordan-mort.md) ## [Jordan Mort](/okf/staff-member/jordan-mort.md) Content Creator [![Emma Sobey](https://bigwave.co.uk/wp-content/uploads/2025/11/emma-sobey-scaled.webp)](/okf/staff-member/emma-sobey.md) ## [Emma Sobey](/okf/staff-member/emma-sobey.md) Content Lead [![Joseph Hogan](https://bigwave.co.uk/wp-content/uploads/2025/07/Joe.webp)](/okf/staff-member/joseph-hogan.md) ## [Joseph Hogan](/okf/staff-member/joseph-hogan.md) SEO Executive [![Alex Francis](https://bigwave.co.uk/wp-content/uploads/2025/11/Alex.webp)](/okf/staff-member/alex-francis.md) ## [Alex Francis](/okf/staff-member/alex-francis.md) Designer [![Laurence Hawkins](https://bigwave.co.uk/wp-content/uploads/2025/07/Larrys.webp)](/okf/staff-member/laurence-hawkins.md) ## [Laurence Hawkins](/okf/staff-member/laurence-hawkins.md) Senior Account Manager [![Daisy Garvey](https://bigwave.co.uk/wp-content/uploads/2025/07/Daisy-2.webp)](/okf/staff-member/daisy-garvey.md) ## [Daisy Garvey](/okf/staff-member/daisy-garvey.md) Marketing Assistant [![Ivan Stevenson](https://bigwave.co.uk/wp-content/uploads/2024/03/Ivan.webp)](/okf/staff-member/ivan-stevenson.md) ## [Ivan Stevenson](/okf/staff-member/ivan-stevenson.md) Non Executive Director [![Ruby Davison](https://bigwave.co.uk/wp-content/uploads/2025/01/Ruby.webp)](/okf/staff-member/ruby-davison.md) ## [Ruby Davison](/okf/staff-member/ruby-davison.md) Marketing Assistant [![Emily Guppy](https://bigwave.co.uk/wp-content/uploads/2025/01/Emily.webp)](/okf/staff-member/emily-guppy.md) ## [Emily Guppy](/okf/staff-member/emily-guppy.md) Web Designer [![Ewa Krzepisz](https://bigwave.co.uk/wp-content/uploads/2025/01/Ewa.webp)](/okf/staff-member/ewa-krzepisz.md) ## [Ewa Krzepisz](/okf/staff-member/ewa-krzepisz.md) Senior Designer [![Arianne Marlow](https://bigwave.co.uk/wp-content/uploads/2024/08/Arianne-scaled.jpg)](/okf/staff-member/arianne-marlow.md) ## [Arianne Marlow](/okf/staff-member/arianne-marlow.md) Designer [![Matthew Court](https://bigwave.co.uk/wp-content/uploads/2024/03/DSC01211-Enhanced-NR-scaled.jpg)](/okf/staff-member/matthew-court.md) ## [Matthew Court](/okf/staff-member/matthew-court.md) Designer [![Finlay Thompson](https://bigwave.co.uk/wp-content/uploads/2024/03/DSC01290-Enhanced-NR-scaled.jpg)](/okf/staff-member/finlay-thompson.md) ## [Finlay Thompson](/okf/staff-member/finlay-thompson.md) Video Content Creator [![Mark Ross](https://bigwave.co.uk/wp-content/uploads/2024/03/Mark-DSC00358.jpg)](/okf/staff-member/mark-ross.md) ## [Mark Ross](/okf/staff-member/mark-ross.md) Senior Account Manager [![Laura Fry](https://bigwave.co.uk/wp-content/uploads/2025/01/Laura-1.webp)](/okf/staff-member/laura-fry.md) ## [Laura Fry](/okf/staff-member/laura-fry.md) Digital Project Manager [![Jag Katneni](https://bigwave.co.uk/wp-content/uploads/2024/03/DSC06540-scaled-1.jpg)](/okf/staff-member/jag-katneni.md) ## [Jag Katneni](/okf/staff-member/jag-katneni.md) Senior Paid Media Manager [![Emma Munn](https://bigwave.co.uk/wp-content/uploads/2024/03/MicrosoftTeams-image-2-e1715358027893.jpg)](/okf/staff-member/emma-munn.md) ## [Emma Munn](/okf/staff-member/emma-munn.md) Paid Media Manager [![Emer Kirk](https://bigwave.co.uk/wp-content/uploads/2024/03/DSC06609-scaled-1.jpg)](/okf/staff-member/emer-kirk.md) ## [Emer Kirk](/okf/staff-member/emer-kirk.md) SEO Manager [![Sergiu Gheorghita](https://bigwave.co.uk/wp-content/uploads/2024/03/sergiu.jpg)](/okf/staff-member/sergiu-gheorghita.md) ## [Sergiu Gheorghita](/okf/staff-member/sergiu-gheorghita.md) SEO Manager [![Adam Fiori](https://bigwave.co.uk/wp-content/uploads/2024/03/DSC07370-e1715358109492.jpg)](/okf/staff-member/adam-fiori.md) ## [Adam Fiori](/okf/staff-member/adam-fiori.md) Paid Media Manager [![Heather MacDonald](https://bigwave.co.uk/wp-content/uploads/2024/03/DSC06395-scaled-1.jpg)](/okf/staff-member/heather-macdonald.md) ## [Heather MacDonald](/okf/staff-member/heather-macdonald.md) Designer [![Debbi Moore](https://bigwave.co.uk/wp-content/uploads/2024/03/DSC01340-Enhanced-NR-scaled.jpg)](/okf/staff-member/debbi-moore.md) ## [Debbi Moore](/okf/staff-member/debbi-moore.md) Client Partnerships Manager [![Tom Gozna](https://bigwave.co.uk/wp-content/uploads/2026/04/Tom-Gozna-scaled.jpg)](/okf/staff-member/tom-gozna.md) ## [Tom Gozna](/okf/staff-member/tom-gozna.md) Director [![Simon Beer](https://bigwave.co.uk/wp-content/uploads/2024/03/Simon-Beer.jpg)](/okf/staff-member/simon-beer.md) ## [Simon Beer](/okf/staff-member/simon-beer.md) Director [![Lee Potter](https://bigwave.co.uk/wp-content/uploads/2024/03/Lee-Potter.jpg)](/okf/staff-member/lee-potter.md) ## [Lee Potter](/okf/staff-member/lee-potter.md) Creative Director [![Ronnie Halden](https://bigwave.co.uk/wp-content/uploads/2024/03/Ronnie-Halden-BW.jpg)](/okf/staff-member/ronnie-halden.md) ## [Ronnie Halden](/okf/staff-member/ronnie-halden.md) 1953 - 2022 [![Dan Childs-Tofield](https://bigwave.co.uk/wp-content/uploads/2024/03/Dan-Tofield.jpg)](/okf/staff-member/dan-childs-tofield.md) ## [Dan Childs-Tofield](/okf/staff-member/dan-childs-tofield.md) Head of Creative [![Chris Fiddimore](https://bigwave.co.uk/wp-content/uploads/2024/03/Chris-fiddimore.jpg)](/okf/staff-member/chris-fiddimore.md) ## [Chris Fiddimore](/okf/staff-member/chris-fiddimore.md) Web Designer [![Andy Buxton](https://bigwave.co.uk/wp-content/uploads/2024/03/Andy-Buxton.jpg)](/okf/staff-member/andy-buxton.md) ## [Andy Buxton](/okf/staff-member/andy-buxton.md) Senior Designer [![Tudor Rusmanica](https://bigwave.co.uk/wp-content/uploads/2024/03/Tudor-Rusmanica.jpg)](/okf/staff-member/tudor-rusmanica.md) ## [Tudor Rusmanica](/okf/staff-member/tudor-rusmanica.md) SEO Strategist [![Sarah Brown](https://bigwave.co.uk/wp-content/uploads/2024/03/Sarah-Brown.jpg)](/okf/staff-member/sarah-brown.md) ## [Sarah Brown](/okf/staff-member/sarah-brown.md) Head of Client Services [![Chris Pike](https://bigwave.co.uk/wp-content/uploads/2024/03/Chris-Pike.jpg)](/okf/staff-member/chris-pike.md) ## [Chris Pike](/okf/staff-member/chris-pike.md) Financial Controller [![Mica Flynn](https://bigwave.co.uk/wp-content/uploads/2024/03/DSC00350-scaled.webp)](/okf/staff-member/mica-flynn.md) ## [Mica Flynn](/okf/staff-member/mica-flynn.md) Account Director [![Daniel Sheen](https://bigwave.co.uk/wp-content/uploads/2024/03/Dan-Sheen.jpg)](/okf/staff-member/daniel-sheen.md) ## [Daniel Sheen](/okf/staff-member/daniel-sheen.md) Web Developer [![Andrew Ley](https://bigwave.co.uk/wp-content/uploads/2024/03/Andrew-DSC00219.jpg)](/okf/staff-member/andrew-ley.md) ## [Andrew Ley](/okf/staff-member/andrew-ley.md) Senior Designer [![Flo Eggins](https://bigwave.co.uk/wp-content/uploads/2024/03/Flo-DSC00271.jpg)](/okf/staff-member/flo-eggins.md) ## [Flo Eggins](/okf/staff-member/flo-eggins.md) Head of Content [![Gemma Ross](https://bigwave.co.uk/wp-content/uploads/2024/03/Gemma-Ross-1.jpg)](/okf/staff-member/gemma-ross.md) ## [Gemma Ross](/okf/staff-member/gemma-ross.md) Head of Paid Media ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## 8 Reasons Why People Work For Us and With Us ### Accredited Expertise As a Google partner, Microsoft accredited, and cyber essentials certified company, we possess industry-recognised credentials that demonstrate our proficiency and commitment to excellence. ### Networking Opportunities Working with us provides the chance to connect with professionals from a diverse range of industries. Our collaborative approach encourages networking and fosters valuable relationships. ### Community Support We are deeply committed to improving and supporting our communities. By partnering with us, individuals have the opportunity to contribute to meaningful initiatives that create a positive impact locally and nationally. ### Collaboration We don’t just work for our clients; we work with them. ### Knowledge Sharing We actively contribute to the growth and development of our clients and staff by imparting our industry insights and marketing strategies across Bigwave. ### Sustainability Focus By working with us, business and individuals work with a company that is committed to reducing its environmental impact. ### Happy and Dedicated Team We cultivate a supportive and enjoyable work environment, ensuring our employees and partners are motivated and fulfilled. ### Independent Business We have the freedom to make decisions that prioritise the long-term success of our clients and our company. #### Get to know us better on our socials! [Facebook](https://www.facebook.com/Bigwaveagency)[Twitter](https://x.com/Bigwaveagency)[Instagram](https://www.instagram.com/bigwaveagency/)[YouTube](https://www.youtube.com/channel/UCKVcWbDXC7yt3i36T8_i8pw)[LinkedIn](https://www.linkedin.com/company/big-wave-media) --- ## Training & Consultancy ## [Audits](/okf/page/audits.md) Helping you identify areas where your marketing efforts excel which aspects of your business need improvement to deliver the best results for your business. [Learn more →](/okf/page/audits.md) ## [Marketing Consultancy](/okf/page/marketing-consultancy.md) Are you seeking help with your marketing? If your marketing efforts aren’t proving to be as successful as you’d hoped, get in touch with our team of marketing professionals for a first-class consultancy service. [Learn more →](/okf/page/marketing-consultancy.md) ## [Social Media Training](/okf/page/social-media-training.md) Our training services equip your team with the essential skills needed to better support your business with digital marketing. [Learn more →](/okf/page/social-media-training.md) ## [Demographics](/okf/page/demographics.md) Knowing your target audience is a vital step for creating effective marketing strategies and advertising campaigns [Learn more →](/okf/page/demographics.md) ## [Data](/okf/page/data.md) We review customer segmentation, behaviour analysis, and trend identification, to help you better understand your target audience and market dynamics. [Learn more →](/okf/page/data.md) --- ## UX & UI Design [![](https://bigwave.co.uk/wp-content/uploads/2024/03/ux-730x800.webp)](#) [![](https://bigwave.co.uk/wp-content/uploads/2024/03/AdobeStock_341159754-copy-505x326.webp)](#) [![](https://bigwave.co.uk/wp-content/uploads/2024/03/andrew-alex-505x326.webp)](#) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## The journey is just as important as the destination. For any business or product to be successful, it must make the customers’ experience seamless, enjoyable, and unforgettable. That’s just what our Bigwave designers aim to do when deploying their user experience (UX) design and user interface (UI) design skills to develop stellar websites and apps. UX design is a human-first way of developing products or services, so that all interactions are optimised to be as effective and satisfying as possible for customers. This is complemented by UI design, which helps to enhance the look and feel, presentation, and interactivity of a product. Both elements work closely together to create an attractive and responsive overall user experience. [![](https://bigwave.co.uk/wp-content/uploads/2024/03/AdobeStock_171466948-copy-730x675.webp)](#) [![Women sat at a computer screen and desk.](https://bigwave.co.uk/wp-content/uploads/2023/08/women-looking-at-a-website-505x326.webp)](#) [![TDA Group website screenshots.](https://bigwave.co.uk/wp-content/uploads/2023/10/tda-website-505x326.webp)](#) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## UX design shapes user experience Bigwave’s digital developers and designers, working across many verticals, have experienced and created websites and apps of all kinds over the years for a diverse range of clients and sectors. This means we have extensive knowledge in how to apply different functions to positively influence user behaviours, and how to make it easier for them to accomplish their desired tasks. For example, does your online shop make it easy for a customer to browser and purchase products? We leave no stone unturned when considering the customers’ journey to solve any problem or inconvenience they might face. This is so we can ensure an all-round pleasant experience for users. [![](https://bigwave.co.uk/wp-content/uploads/2024/03/Auction-marts-730x800.webp)](#) [![](https://bigwave.co.uk/wp-content/uploads/2024/03/newline-505x326.webp)](#) [![](https://bigwave.co.uk/wp-content/uploads/2024/03/newline-2-505x326.webp)](#) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## UI design brings a product to life Our goal is to transfer your brand’s strengths and visual assets to a product’s interface, making sure the design is consistent, coherent, and aesthetically pleasing. As part of our development process to make the user interface of your product as intuitive as possible, we consider each and every visual and interactive element the user might encounter. This includes thinking about icons and buttons, typography and colour schemes, spacing, imagery and responsive design. This is the part of the process that transfers the product’s development, research, content, and layout into a striking, visually guiding tool that creates an intuitive experience that doesn’t require too much effort to use. So, if you want to gain the competitive edge in your marketplace and achieve the best possible results for your products or services, get in touch with us today to start the process of refining and satisfying your customers’ needs. --- ## Web Design & Development ![TDA Group website screenshots.](https://bigwave.co.uk/wp-content/uploads/2023/10/tda-website-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/man-on-computer-505x326.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/women-looking-at-a-website-505x326-1.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Shine online with our web development services. Fully bespoke web design and build gives you an online presence to present information, promote services, and increase your web presence. Bigwave’s in-house web designers work across different verticals to develop a range of visually appealing, functional, and search engine-friendly websites that work for every budget. We work with you to understand what your site needs to accomplish and deliver from design through to development. ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## How we build websites big or small. 01. ### Discovery and planning We start every project with a **discovery session,** so we understand what your website needs to achieve. 02. ### Wireframe and content A full **wireframe is created** of your new website so you can test the flow and visualise your content. 03. ### Design and prototype Based on the insights gained, **create designs and prototypes** that aligns with your branding. 04. ### Develop and populate Taking the approved designs and your content we **build and populate** your new website. 05. ### Review and revision Make any necessary **changes or updates** to improve the accuracy, clarity, and effectiveness of the website. 06. ### Launch and protect **Launch your website** and redirect old URLs while monitoring and updating WordPress and plugins. ## Website showcase. ![](https://bigwave.co.uk/wp-content/uploads/2023/08/hainault-forest-730x800.webp) ![Hainault Forest Brand Identity](https://bigwave.co.uk/wp-content/uploads/2023/08/Hainault-cover-image-505x326.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/Demographic-1-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Building a website to protect a forest... We were approached to create a website for Hainault Forest, an online showcase of what the woodland is all about, the events held there and the history behind this famous woodland. Using our 6 step approach from discovery to launch we worked closely with Redbridge Disctrict Council, Vision RCL and the woodland trust to create a website worthy of this historic landmark. Take a look at some screenshots below or visit https://hainaultforest.org/ ![](https://bigwave.co.uk/wp-content/uploads/2024/03/hainault-web-1-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/hainault-web-2-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/hainault-web-3-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/hainault-wide-1600x800.webp) ## Our web packages are available as pay as you go development, as one off projects, or as part of a monthly contract. - Requirements analysis - Bespoke design and branding - Browser-compatible build for major browsers - Domain name registration - Web hosting - Search Engine Optimisation friendly builds - Submission to major search engines - Detailed statistics (via Google Analytics) - Content management system - Training on content management system - Website maintenance - Login/protected content [Contact us](/okf/page/contact-us.md) --- ## Web Hosting ![](https://bigwave.co.uk/wp-content/uploads/2024/03/hosting-4-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/hosting-2-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/hosting-1-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Reliable, high-performance, secure, and scalable web hosting from an agency you can trust. Our website hosting offers a reliable, secure, and scalable solution for your website. With affordable pricing plans and our fully managed approach, we take the hassle out of hosting so you can focus on growing your online presence. Whether you have an e-commerce online store or a basic site, our web hosting services can help increase the reliability, safety, security, and performance of your website. ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Secure and scalable hosting for your website. 01. ### Secure We provide robust security measures to protect your website from online threats and attacks. 02. ### Backed up Your website data is regularly backed up to ensure it can be recovered if anything goes wrong. 03. ### Scalable Our hosting solutions are scalable, allowing your website to grow as your business expands. 04. ### Reliable With reliable uptime and performance, your website is ready and waiting to welcome visitors. 05. ### Fully managed Our team takes care of all technical aspects of hosting, allowing you to focus on your business. 06. ### Affordable Affordable plans **without compromising on the quality,** with solutions for the most demanding site. ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Reliable, scalable hosting from an agency you can trust. You can transfer your website to us worry-free with the help of our migration experts. We have years of experience in website hosting, as well as the best technology to make sure your website runs at optimum speed. Our hosting platform is fully optimized to support multiple PHP-MySQL-based content managements systems (CMS) and customer relationship management (CRM) applications, such as WordPress, Drupal, Joomla, and Magento. Whether you have an e-commerce online store or a basic site, our web hosting services can help increase the reliability, safety, security, and performance of your website.![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## True peace of mind from monitoring and backups. Since websites are often the lifeblood of both large and small businesses, it’s important to know that your website is safe, secure, and backed up. Hosting a website yourself can leave you vulnerable to hacks, viruses, and other disasters, often leading to the management of your website taking up lots of your valuable time. Our expert team do everything for you, from security updates, management, monitoring, regular backups, leaving you to focus on your business. Knowing that your website is being monitored and backed up lets you enjoy peace of mind. All of this is backed up by world-class customer service and customer support.![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Increase your sales with faster website hosting. Aside from security and reliability, one of the biggest benefits to hosting support is that it often speeds up your website loading speed. VPS servers or dedicated servers can ensure that your website gets maximum bandwidth and RAM, meaning the server isn’t bogged down and is able to operate at optimum speed. Research shows that 40% of people will abandon your site entirely if it takes more than 3 seconds to load. This can result in lost conversions and sales, so improving your page speed can lead to increased sales. What’s more, Google is known to use site speed as a ranking factor in search engine results. If your website is too slow, then you might never show up in an online search at all. --- ## Website Design Agency Exeter ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Website Design Process. As an Exeter web design agency, we are happy to meet you at our offices located conveniently near the city center. Or, we can set-up regular video/phone calls to ensure clarity on all aspects of your project. You will be presented with plans, designs and working examples throughout this process to ensure you are happy with how your website will look & function once completed. ![](https://bigwave.co.uk/wp-content/uploads/2023/06/Women-shot-1-730x703.jpg) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/man-on-computer-505x326.jpg) ![Women sat on a sofa looking at a tablet screen.](https://bigwave.co.uk/wp-content/uploads/2023/08/Women-loking-at-the-internet-505x326.webp) 01. ### PLANNING The first step in the development process is to plan the site structure and content requirements. We will also create a wireframe to demonstrate how users will interact with the website. 02. ### CONTENT After completing the wireframe and planning stage, we will begin generating or collecting the content for your website in collaboration with you. 03. ### DESIGN A great design should always present content in the most optimal way. Now that we have your content, we will create a website concept for your approval. 04. ### DEVELOP Once you are satisfied with the design of your new website, we will move into the development stage. Our Project Manager will provide regular demos to show you the progress. 05. ### DEPLOY Once development is complete and the website has been approved, we will initiate the go-live process, conducting final checks before launching the website. 06. ### DEFEND Now that your new website is live, it is crucial to protect it from future issues and potential attacks. Our team will perform monthly maintenance to ensure its safety and optimisation. ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Ongoing website support. We provide a complete range of web services to support your new website.![Spanner and screw drive icon](https://bigwave.co.uk/wp-content/uploads/2023/09/bigwave_maintenance_icon.svg) ### Monthly Website Maintenance The Bigwave Monthly Maintenance Package is a great way to ensure your website is well protected in the face of an attack. Each month, a dedicated member of the Bigwave team will perform the following tasks on your website: - CMS/Plugin Updates - Security Review - Website Protection and Recovery - Website Functionality Review ![Speech bubbles icon](https://bigwave.co.uk/wp-content/uploads/2023/09/bigwave_support_icon.svg) ### Website Support Packages Support your website and get direct access to the development team by purchasing a package of development hours. We offer annual packages that provide you with between 30mins – 4hrs per month. - 24/7 access to web support ticket system - Tracked communications history of work - Direct communication with web team - Use support hours for design/development updates to your site ![A server room with server stacks](https://bigwave.co.uk/wp-content/uploads/2023/08/Data-Centre-730x800.webp) ![Women sat at a computer screen and desk.](https://bigwave.co.uk/wp-content/uploads/2023/08/women-looking-at-a-website-505x326.webp) ![Women staring at data on a screen.](https://bigwave.co.uk/wp-content/uploads/2023/08/women-in-data-centre-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Website Hosting. Bigwave provides reliable and secure UK-based hosting for your website or web service. All packages provide a free SSL, a cPanel license and daily backups – helping to keep your site secure and in trusted hands. So even if your visitors are in Exeter, or indeed anywhere in the Southwest or the rest of the UK, you can count on high-speed access. We use data centres within the UK that are compliant with ISO 14001 making sure that we’re running your website as environmentally friendly as possible. ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Frequently asked questions. If you have any other questions please let us know. One of our team is always on hand to bring clarity. [How much will Exeter website design & development cost?](#how-much-will-exeter-website-design-amp-development-cost) As you can imagine, this is a complex question and depending on your requirements, web design & development costs can vary wildly. However, a few things to consider are how many pages your website will have, the functionality and if you have content written for those pages. As an agency, we constantly try to improve our processes and find solutions that keep us highly competitive. We also cater to a large range of industries with experience in small business and large enterprise web applications, e-commerce or multi-location high bandwidth websites. [How does a well built and designed website benefit my business?](#how-does-a-well-built-and-designed-website-benefit-my-business) Different businesses find different uses from their website, but, as a rule of thumb, your website is there to improve and grow your business or brand! Most businesses use their website just as a catalogue for their products and services and as a way to generate leads, either organically from search engines or from digital paid advertising. Bigger brands may use the website as an extension of their brand, to engage with their audience and promote their brand values. Whatever you decide to use your website for, we believe it should always work for you! [Do you provide training on how to use my new website?](#do-you-provide-training-on-how-to-use-my-new-website) Absolutely! Every website project includes comprehensive training on how to use and change content on your website, delivered by our in-house team of web designers and developers. In addition, websites are built on WordPress using a visual editor which makes the editing experience a breeze! [Will my website transition have any down-time?](#will-my-website-transition-have-any-down-time) In all cases where we handle the entire process of building and deployment, the website transition is seamless. This means we will need access to your hosting account and domain or host the website our selves to ensures there is no down-time when swapping. ### Our web packages are available as pay as you go development, as one off projects, or as part of a monthly contract. Fully bespoke web design and build gives you an online presence to present information, promote services, and increase your web presence. Bigwave’s in-house web designers work across different verticals to develop a range of visually appealing, functional, and search engine-friendly websites that work for every budget. We work with you to understand what your site needs to accomplish and deliver from design through to development. **Web packages include:** - **Requirements analysis** - **Bespoke design and branding** - **Browser compatible build for major browsers** - **Domain name registration** - **Web hosting** - **Search Engine Optimisation friendly builds** - **Search engine submission to major search engines** - **Detailed statistics (via Google Analytics)** - **Content management system** - **Training on content management system** - **Website maintenance** - **Login/protected content** --- ## Websites ## [Web Design & Development](/okf/page/web-design.md) Unlock your online potential with visually stunning and highly engaging web designs tailored to your business needs. Connect your marketing and development teams to our professional web design services to create captivating user experiences. [Learn more →](/okf/page/web-design.md) ## [Web Hosting](/okf/page/web-hosting.md) Fully managed hosting with a Free SSL certificate for every site. [Learn more →](/okf/page/web-hosting.md) ## [UX & UI Design](/okf/page/ux-ui-design.md) The customer experience should be seamless, enjoyable and unforgettable. UX / UI design is a user first way of developing products or services that are designed to be as effective and satisfying as possible for customers. [Learn more →](/okf/page/ux-ui-design.md) ## [Conversion Optimisation (CRO)](/okf/page/cro.md) We take a data-driven approach to conversion optimisation, using software such as Google Analytics to get to the heart of your traffic flow and keep a firm eye on results. [Learn more →](/okf/page/cro.md) --- ## YouTube Advertising Agency ![](https://bigwave.co.uk/wp-content/uploads/2024/03/bigwave-youtube-advertising-main-730x800.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/bigwave-youtube-advertising-main-2-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2024/03/bigwave-youtube-advertising-main-4-505x326.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Video Ads On YouTube 6 billion hours of video are watched each month as users absorb content 24 hours a day, all over the world. This makes YouTube more relevant and cost-effective than traditional TV. **We’re here to help YOUR BUSINESS harness YouTube’s power and traffic to drive customers to your business.** ![](https://bigwave.co.uk/wp-content/uploads/2024/03/bigwave-youtube-advertising-main-3.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ## Target users based on products and services they're already researching As an agency, we’re well versed in producing creative PPC campaigns based on budget and goals to ensure a return on investment. We can work with you to suggest interesting concepts and best practices. For more information about how we can be your one-stop video ads agency, contact us today. ![](https://bigwave.co.uk/wp-content/uploads/2024/03/bigwave-youtube-advertising-targeting.webp) ![](https://bigwave.co.uk/wp-content/uploads/2023/06/gradient-line.png) ##### Driven by insights #### YouTube Targeting Deliver to YOUR audience while they’re engaged and watching the content they love. Reach users based on: Interests Behavior Life-events Website engagement Demographics Affinity audiences ## Great design backed up by in-house skills #### We’re more than just a design agency, we’re a full-service digital marketing agency. That means that no matter the scale of the campaign, we can design, create, and run it from beginning to end – so you don’t have to worry about the technical stuff. We have a fantastic in-house team of writers, PPC specialists, SEO wizards, and social media experts that can help track down the right information, craft the perfect narrative, and optimise each piece for best results.