Emma Hibbert describes her role at Adnams as one of the best jobs in the world…
Running the marketing at this iconic East Anglian brand…and being the company’s self-proclaimed ‘unofficial beer, wine and gin tester’, we’re inclined to agree...
Talk to us about Adnams…
We’ve a long history and heritage, but we’re still of an agile size which means we can move quickly and innovate. We spotted the trend for craft spirits and beers early on, allowing us to be a real industry leader. We’re proud to have a sense of entrepreneurism that runs through the business.
As Marketing Director, how do you maximise the Adnams brand?
We’re passionate about storytelling. We believe marketing a brand or product…you know…features and benefits, is just one half of it. Providing consumers with real, unique stories, the stories behind the brand, creates a much enriched environment. Approximately 15,000 people take our brewery or distillery tour each year. They’re always fascinated when they walk past the pretty row of cottages here in the centre of Southwold and learn it’s just a façade. Peering through the windows, you’ll see a working Adnams production line with casks passing by on their way to be filled with beer!
Many of our suppliers are local. Our grain is grown and malted Norfolk and Suffolk. Consumers care about this, so we make a point of telling them, but it goes further…We run a Barley Growers Club where people can learn, swap and share their ideas - and of course, attending key events such as the Suffolk and Norfolk Shows where we can really engage with people is a major part of our strategy.
Archant too is a storytelling company with strong local roots, so there’s definite synergy. For many years we have been headline sponsors of the East Anglian Daily Times’ Food & Drink Awards, a fantastic event which champions local producers and tells their success stories – a perfect fit for what Adnams stands for
How important is the role of social media?
Vital. Again, building relationships and immediate two way conversations allows us to interact with our audiences.. We run competitions and our customers send in their pictures, we had them snapping away whilst sipping on Ghost Ship at Halloween for example.
What about traditional media? Does it still have a role to play?
Of course, Archant’s newspapers and magazines have unrivalled localness. In recent years we’ve seen a real move to localism. Adnams, whilst a national brand sponsoring major events such as the Boat Race and Tour of Britain, is still first a foremost a local East Anglian business, putting our region first. We still receive a great response from things like vouchers in the paper to come join us for a pint at our events.
What advice on marketing would you give?
Be focused. You can’t – and often shouldn’t – do everything.. Work out what you want to achieve, then look at the channels best placed to help you. It can be difficult at first so monitor the results and continue tweaking and refining – and keep ahead. SMEs have the advantage of being able to move faster to capitalise on emerging trends – so keep an eye on what’s around the corner in your sector.
Do you know how long the average person spends with their digital devices per day?
According to a recent report its 8 hours and 41 minutes. What a shocker. And to put that into context, its 20 minutes more than the average nights sleep.
So, just for once, I put the Iphone down, switched off the Kindle and went about buying a book I’ve been after for a while. I’m into local history. I won’t bore you with the details but I thought it would be a nice bit of respite from swiping a screen just for once.
Having picked the Iphone up again in order to find the nearest stockist (oh the irony) I came across a wholesaler who told me they could send it through to my local high street book store within a couple of days for me to pick up.
Yes, Amazon could have delivered to my door in a flash, but I had the week off work, had little planned and actually quite relished popping into the shop for a browse anyway. There’s nothing like the smell of a good book shop.
So how disappointed was I when I wandered down the high street and found it was closed. I thought the owner might be having a late lunch so hung around town for a bit, but still the shop remained in darkness.
The next morning I popped back. Still no sign of life. Pulling the Iphone out of my pocket (we will never get away from them will we…) I quickly found the shop in question on Google.
No opening times. Bummer.
But hey, a phone number to call…
I expected at least an answering machine. I didn’t even get a ringtone. It was clear this phone number was incorrect.
Hey, link to the website…Oh wait, link is broken. No website.
Eventually I found another phone number…a mobile. This time I did get an answer. It wasn’t the calm, vocal-serenity you expect from the owner of a book shop. Rather a gruff Glaswegian who sounded like he’d been woken from the world’s worst hangover. I apologised and hung up.
As the rain started to fall I made a dash back to the car…on the way, making two clicks on the Iphone and buying the book from Amazon.
Local traders must make it easy for consumers. Some do a brilliant job on a budget one millionth of what companies like Amazon spend on marketing in a week.
Others seem to have given up.
Keeping your digital presence accurate and up to date is easy and cheap to do. There are products that automatically straighten up your opening times, phone numbers and address details, removing broken links, filling in the blanks and validating your company info.
It’s even more crucial if you want your business to be found online. Search engines will mark you down if your info is inconsistent in the 50+ places it appears across the internet.
We all know in tough times, personal service is the cornerstone of the local high street. It’s why people don’t go to the big boys.
So don’t fall at the first fence. Ensuring your business is consistent right across the internet makes it easy for customers to find you, trade with you, build a relationship with you…
whilst making sure Rab C Nesbitt soundalikes get the beauty sleep they need without the unnecessary disturbance.
I always get a certain response from people whenever my job comes up…
‘So what do you do?’
‘I work in marketing actually…”
comes my reply.
The response always tends to be the same. An awkward silence as a follow up question is desperately scrabbled together to carry on the conversation.
Marketing these days tends to be an umbrella word that covers just about every element of business. Ask a marketier what they do and even they’ll be hard pushed to answer in a sentence…
Marketing is simple. It’s just communication. And we all know the best communicators are the ones who listen as well as talk.
This is a blessing for local businesses, because quite frankly if I’m the Marketing Guru at Averylargecompanyindeed.com I spend my days in a swivly chair at the top of a tower overlooking Canary Wharf deciding where to spend my mega million marketing budget.
Sure, I have a data department and someone somewhere will be conducting focus groups for me on a lovely colour coded spreadsheet, but the reality is I’m so far removed from the coalface of my business, how can I ever have real conversations with my customers?
For SMEs, that ‘face time’ (as the marketiers call it), those one to one conversations is your every day. You sit on the frontline. There’s no hiding in offices. From dawn till dusk, you hear direct from your customers. You answer their queries, take on their problems. Spot the trends. You listen.
Of course there’s no getting away from the relentless need for convenience driven by today’s online world – but personal service, a business that will go overboard to help me, offer the right solution and build a genuine relationship is still craved by customers…
The funny thing is, the big boys know this and are desperate to convince customers...
The funny thing is, the big boys know this and are desperate to convince customers they do local just as well.
In the last few years we’ve seen company logos redrawn into more friendly lower case fonts. Every retail outlet seems to have ‘We love ‘TOWN NAME’ signage in the front to convince us they are personal, relevant and human.
One of the biggest utility companies has just produced its latest series of online videos on shaky iphones with graphics that look like something off Windows 98 and staff with the broadest accents they may wish to consider subtitles – anything to look less corporate.
But you – Mr or Mrs SME – you are the real deal. No faking it. No smoke and mirrors. And that’s something to celebrate.
So grab your iphone and piece together your own video. Spend twenty minutes every other week summing up those customer conversations in an online blog. Create a Frequently Asked Questions page on your website. Offer some top hints and tips.
Your potential customers will love you – as will Google, which actively promotes fresh, local and unique content in its search rankings.
Some people call this ‘Content Marketing’. I just call it conversation. And it all starts with listening
. The most powerful marketing tool you’ll ever have.