News

Zoomed Out? I don't think so.

Unhurried marketing and audio secrets. All in today's Ecrubox Take. Let's keep the intro short. Here's what you need to know today in the world of digital marketing. The Story: You may be zoomed out but, the video hangout has no plans to slow down. Instead, it seems as though the popular platform will be taking advantage of our new virtual habits of content consumption and partnering with brands to create new experiences when it comes to virtual gatherings. The company recently teamed up with Formula 1 to deliver the first-ever virtual Paddock Club hospitality experience which included live updates and insights from F1 legends. Elsewhere, brands such as John Lewis and Madewell have been promoting their wares through Zoom, recognizing the ability to engage with interested potential customers in real-time. The Trend: From a business perspective, it seems as though Zoom is continuing to evolve and keep their eyes on the prize when it comes to partnerships and collaborations which will help the company to continue to scale. To continue to satisy our needs as consumers it looks as though Zoom could be taking over your Alexa, Google Assistant and Portal displays next. It's more apparent than ever that people are looking for easy-to-use displays for their video communications needs, both professionally and personally. One of the most popular ways people use Google Assistant-enabled smart displays is for video calling. Integrating Zoom directly into the displays could make it easier for people to use the service. Helping to solidify "zooming" into our everyday language. Our Take: Analysing consumer behavior and observing current trends is a crucial part of any brand's marketing strategy. Two key elements of this story are "comms" and "collaboration." As video messaging continues to evolve and advance, the way that you offer services and solutions must be aligned with the same way that your consumers absorb content. In addition, taking your brand's "solution" to a big player and ideating ways in which you can help them to create new experiences is a great way to scale and advance. The Story: Ian Macleod Distillers have created a global art installation to celebrate launching a new look for Glengoyne Highland Single Malt Scotch Whisky and other brands in its portfolio. The difference is that this rebrand takes over 50 years to truly reveal itself; An unhurried approach to marketing. The poems will appear on the artwork through a printing technique that shows the text appearing at a slow pace and fading away once exposed to ultraviolet (UV) light. The works of art will be displayed at the Glengoyne Distillery and in the home countries of each poet from October. Even though this story falls in the marketing spectrum as opposed to digital, here's why it's still worth paying attention to... The Trend: The project is inspired by Glengoyne's "unhurried approach" to whiskey-making and is a celebration of "slow culture". We are starting to see more and more brands create initiatives that take place over a long time. This highlights the idea of gradual change. As everything becomes instantaneous, delivered the next day, our appreciation of craft and time is definitely diminishing. This rebrand helps to reinforce the importance of timing and the gifts that come with patience. Our Take: Sustainability is at the forefront of most brand's strategy. It has to be. Consumers are now demanding it however there is a contradiction between how we currently shop, order, and consumer goods. We are used to on-demand delivery which goes against the very concept of what craftmanship and artisan works really stand for. Crafting a marketing message that compliments the process and values of your brand helps to not only educate consumers but also manage expectations. The Story: There are currently more than 850,000 active podcasts available to listen to, and 6.5 million or 12% of adults in the UK listen to podcasts every week (Podnews). Now that's a stat we need to pay attention to as marketers. Creative audio content needs to be on every brand's radar. The Trend: The intense connection that audio creates between the listener and the content is extremely impactful. Especially because consumers are continuing to crave authentic relationships and deep conversations...but here's the ironic part- they are more than happy to do the listening without the need for participation. Audio storytelling could be a beautifully organic way to educate and entertain your community whilst also strengthening brand loyalty. Our Take: Your marketing shouldn’t sound like marketing. And that's why audio content could be a great addition to your marketing strategy: As an industry, it’s our job to predict, adapt to, and create new trends in consumer habits and demands. The increased interest in audio content during lockdown presents marketers and our clients with the opportunity to explore new ways of communicating. Overall creating audio content involves shorter production times, lower costs generally than video, with the upside of telling compelling stories in bite-sized formats. Take it from us, keep your ears to the ground when it comes to the latest insight in the world of audio footage. And that's it from us. Don't forget to download our exclusive report around the future of commerce and watch the full series. Have a great weekend and we will see you here next week. Same time. Same Place.

Read more
Zoomed Out? I don't think so.

Why 'just doing social media' is ineffective for business growth

Whether you're a millennial, a zoomer or even a boomer; you’re bound to have at least one personal social media account of some sort, most likely more. Facebook, Instagram, Twitter, Pinterest - the list goes on. And.. you might have one hundred followers - heck you might have thousands! So if it’s easy to run a personal account how hard can it be to run a successful business account? It doesn't have to be hard, but it is very different. Successful social media for business is much more than a social profile - and here’s why... You need branding that truly reflects your company values It’s more than pretty photos and emojis. You need a branded identity that is coherent across all your social platforms. Ask yourself questions like is my brand voice consistent and does it truly reflect what my brand is all about? And if you don’t have a brand identity figured out yet - work on that before you start pushing out content. If you want to attract an audience - you need a brand voice that is real, has something unique to say and resonates with people. ‘Innocent’ has got this bang on. Their brand is fun, light hearted and a little bit cheeky - and this is reflected in their entire content strategy. Read up on more social media tips for business owners Great storytelling is copywriting and design, driven by vision Unsurprisingly, storytelling is the art of telling a story. It’s the perfect composition of carefully curated copy, and thoughtful design elements driven by a vision of what you want to achieve as a brand. You want to create awareness by Telling your brand’s story effectively using different media, in order to provoke emotion and catharsis in your audience. In other words, you want to create a solid foundation in order to create a deeper relationship with your audience. Marketing is not just about selling - it’s deep stuff! “Away” is another great example. Not only does their feed look phenomenal, but each post also has its own little story. They're not selling a suitcase, they’re selling you the dream of the holiday and that’s what keeps people engaged. It needs to work with your overall digital strategy Your social media efforts should work in conjunction with your wider marketing efforts, whether that’s Pay Per Click advertising, SEO or even offline marketing measures. Depending on your business, your channels should work together to be the driving force behind your results. If you are only focusing on organic social: Facebook, LinkedIn and Instagram posting; you should consider if Paid Social is a viable option for your business. And we’re not just talking about a few boosted posts - you can utilise messaging and assets from your organic posts to create paid campaigns specifically targeted to your audience. Find out more about how Paid Social works. You have to focus on long term vision and not vanity metrics Believe it or not, it’s not just about ‘Likes’. Yes, Facebook likes, comments and engagement are an important part of determining what social content is working for your brand - we call these vanity metrics because on their own they don’t tell us much. That's why they shouldn’t be your sole focus when it comes to gauging how successful your social marketing efforts are. Instead, you need to look at the long term results of your content strategy and use learnings from interactions to create opportunities to drive more traffic to your website. So if you’re wondering why your social media activity isn’t helping grow your business, feel free to reach out. We'll happily talk you through how best to approach social for your business.

Read more

The Story behind Female Founders

Crucial to the success of a female founder is a strong support system. Whether it's a mentor offering guidance, a community providing friendship or investors believing in a vision. As a female founder, Heather Horton understood the importance of finding a support network and a place to share her own experiences, both positive and negative. So back in 2023, Female Founders London was created, and it’s a network of just that - female founders. A space to come together and celebrate achievements as well as share advice to help each other grow. The first event took place in January 2023 at The Hearth, London - a women’s co-working space by day and event space by night. The theme centred on securing investment as a female founder, offering insights and opportunities for attendees to engage with industry experts. With doors opening at 7pm, the evening unfolded with lively discussions, grazing boards and cocktails. Among the distinguished speakers was Libby Gibson, Co-founding Partner at Piper - a UK-based investment firm specialising in consumer brands. Libby shared invaluable perspectives on investor expectations, partner selection, and crafting compelling pitches - a worthwhile talk for all attendees. “It was a privilege to be invited to speak at the Ecrubox Female Founders event and great to meet so many inspiring entrepreneurial women. The evening provided a brilliant opportunity to share stories and learnings and to build a useful network of supportive founders to draw on in the future” - Libby Gibson Following Libby, was Amelia Sordell -  speaker, content creator and founder of personal branding agency, Klowt. Amelia's expertise in building impactful personal brands resonated with the audience, offering strategies for business growth and market positioning through her Q&A as well as talking about real-world experiences. The event's success inspired Female Founders London to host another gathering in September 2023, this time at The Folly, London - a morning filled with brunching, coffees, and networking, and a mimosa thrown in there too! The morning session delved into fundraising strategies for female founders and the importance of customer loyalty and retention in e-commerce. Rachael Knapton, Partner Manager at Yotpo, enlightened attendees on the significance of customer retention in sustaining e-commerce growth. Meanwhile, Julia Elliott Brown, a serial entrepreneur and fundraising advisor, shared her insights into overcoming fundraising challenges and unlocking investment opportunities - a session brimming with actionable advice. Julia is also founder and CEO of Enter The Arena and author of RAISE: The Female Founder’s Guide To Securing Investment, which was available to all guests at both events and has been highly appreciated. Navigating the landscape of entrepreneurship as a female founder comes with its challenges, but it also emphasises the importance of solidarity and support. Female Founders London doesn’t just encourage equality but invests in it, providing a platform for women to connect, learn, and thrive. If you’d like to be a part of our next event, be sure to join the community to keep up to date on future gatherings at Female Founders London. The countdown to the next event is officially ON. Charlotte Jones Executive Assistant

Read more
The Story behind Female Founders

Neurodiversity at Ecrubox

Neurodiversity is an agency superpower. I didn’t realise this for 30 years, but as someone who was diagnosed later in life, I understand it now. I believe this grants me a modest latitude to reflect on my own experiences. My contribution to our work is positive and something I take pride in. While I wouldn’t claim to be superior in marketing skills compared to any of my colleagues, my distinct way of thinking adds a unique flavour to the mix. Whether it’s spotting patterns in data or the ability to distil personas from noise, these are skills anyone could learn, but for me, they come naturally and with ease. I relish innovative problem-solving, and our strategies become more vibrant as a result. This approach has subtly contributed to a few accolades along the way, something we’re collectively proud of. Joining Ecrubox initially made me apprehensive. I spent thirty years avoiding agency life. Like many on the autism spectrum, I find bustling environments challenging, not just physically but in terms of structure and nuance. My concerns were unfounded; they valued my difference. My unique abilities come with specific needs, and agencies that support individuals like me benefit as much as they give. For me, it’s essential, not just preferable, to have a quiet space for example. Travel also presents its own set of challenges. Solve them and I’ll dedicate my heart to your goals. It’s taken me decades to realise this is a reciprocal relationship. I didn’t have to reshape myself and struggle to fit in to the commercial world. And I didn’t have to run my own enterprise to be sure of comfort. I could be myself and request the environment I needed. With the right support, I’ve thrived. Everyone’s unique, but my team appreciates my hyper-focus especially. They utilise my speed and engage with my theories. Oddly, I get to teach too these days. This is just my experience, but it makes me wonder how many other creative agencies would benefit from embracing neurodiverse talents? We all face challenges. My most significant ones aren’t at all related to autism. Working here has shown me that everyone has quirks and that there’s universal commonality in spades. We all experience fatigue, share in disappointments, and each bring our life experiences to enrich the work we do. Yes, I’m different, but not weak. Neurodiverse individuals like me often develop remarkable resilience and adaptability, adapting to a world that’s not always accommodating. It’s not a stereotype; it’s a reality. I was always called “bright” but now I’m better known as happy, fulfilled, engaged. Perhaps my most significant unique selling point is my genuine, obsessive love for marketing. I’m fascinated by the interaction between humans, technology and brands. It’s a continuous quest for me, an enduring passion that I bring to the table for our clients. I was never afraid to dig deep to understand the world around me but now I get paid to. I see what makes you tick and it’s a subtle thing that we replicate in marketing. If there were more neurodiverse people in the brand room, I guarantee the brands would be richer. More authentic. More fun. If you were diagnosed later in life, come chat to me. We missed out on some stuff, you and I but the agency world is ready for us now. Find yourself an Ecrubox and you’ll unravel remarkably. Alex Sass Head of Magic, Ecrubox

Read more
Neurodiversity at Ecrubox

April Fools’ Day: A Dated Tradition in Modern Marketing?

April Fools’ Day: A Dated Tradition in Modern Marketing? April Fools’ Day, once a mainstay in our cultural calendar, has traditionally offered brands an opportunity to engage in playful, often absurd, promotions. Yet, its current relevance is increasingly debated. As society grows seemingly more sensitive, the balancing act between light-hearted fun and potentially offending becomes ever more complex. Humour is subjective, and what amuses one individual might deeply offend another. The extensive review and careful consideration needed to avoid insensitivity, especially in light of rapidly changing global events, calls into question the practicality and value of participating in such a fleeting, half-day event. Moreover, with the effort required to create a respectful yet engaging April Fools’ joke, is the risk to brand reputation even worth it? The potentially negative impact on a brand’s hard-earned trust and credibility is a serious concern. In an era already rife with misinformation and ‘fake news,’ perpetuating confusion, even in jest, on April Fools’ Day seems counterproductive. It risks eroding the hard-won trust and credibility brands strive for. Although social media will inevitably buzz with April Fools’ content, the saturation of such posts makes standing out increasingly challenging. For a brand’s effort to be noticed, it would need to be exceptionally unique and memorable. Call us a grouch but the vast majority of attempts by brands just don’t cut it, regardless of intention. Should brands decide to engage in April Fools’ Day activities, they should do so with respect or an open remit to divide. The latter is an interesting option. Conversely, opting out is a perfectly valid choice. An alternative approach could be integrating a playful yet genuine element into ongoing marketing strategies. This can foster long-lasting engagement and build a deeper connection with consumers, without resorting to fleeting, potentially gimmicky tactics. Ecrubox Perspective: Is April Fools’ Day Still Relevant? Our verdict: No. Not for most. The shift in brand and consumer consciousness is apparent. The risk of negative fallout from an April Fools’ digital prank gone awry is a growing concern. More so, the little giggles won’t cut it. Today’s consumers are more discerning and increasingly sceptical of brands that rely on gimmicks or deceptive tactics, even in the name of April Fools’ humour. The reality is, that very few of these attempts hit the mark in terms of quality humour. This begs the question – is clinging to this tradition worth the potential damage to brand integrity and consumer trust? For Ecrubox, the answer is clear: the risks far outweigh the benefits for most. Stick to the whoopee cushion on the boss's seat and focus on your wider April campaigns. Embrace the grouch. Jessica Cory SEO and Content Manager

Read more
April Fools’ Day: A Dated Tradition in Modern Marketing?

Ecrubox Awarded Google Premier Partner 2024 - top 3% of companies in the UK.

We are proud to share that this week we were announced as being one of the 3% of Google Partners who achieved Premier Partnership status in the UK. The factors that qualify: Existing client growth: We have grown our existing clients, measured by year on year ads spend growth among our existing Google Ads clients. New client growth: Our solid acquisition of new clients, measured by year on year ads spend among existing first-time Google Ads clients. Client retention: We have demonstrated a strong ability to sustain client business, measured by the percentage of clients with active Google Ads spend which is managed by us, year on year. Product diversification: We have demonstrated investment in product mix beyond Search, measured by the percentage of non-Search spend in YouTube, Display & Video 360, Display, Apps and Shopping each calendar year. Annual ads spend: Investment in Google Ads or Google Marketing Platform, measured by spend across managed accounts each calendar year. Performance, Spend and Certifications are the three pillars for a Google Premier Partner: Performance - Our registered Ads manager account has  a minimum optimisation score of 70%, meaning our clients are in safe hands when it comes to Google ad recommendations. Spend - Our ads manager account maintains a 90 day ad spend of above £200k across all of our managed accounts. Certifications - Over 50% of our account strategists are certified in Google ads, with at least one certification in each product area. Why work with a Google Premier Partner such as Ecrubox Ecrubox has been recognised for maximising campaign success for our clients, driving client growth by maintaining clients’ campaigns and demonstrating Google Ads skills and expertise with our certifications. Joe Bennett Head of Performance Marketing

Read more
Ecrubox Awarded Google Premier Partner 2024 - top 3% of companies in the UK.

The Impact of Matches Closure on Boutique Luxury Brands

In a move that has surprised the fashion industry, Frasers Group has announced the closure of Matches, citing significant losses. This decision has left many wondering about the repercussions, particularly for luxury brands that have relied on Matches as a key retail partner. Matches have always been a vital platform for emerging and independent boutique brands to showcase their collections to affluent customers. For the smaller brands, the closure of Matches represents much more than just the loss of a retail outlet – it's a significant blow to their distribution network, brand visibility, and overall market presence. One of the immediate concerns for luxury brands is the sudden loss of a main sales channel. A sales channel that bridged the gap between brands and their customer base. With Matches shutting its doors, these brands face the daunting task of finding alternative retail partners to showcase their collections to new audiences. However, it’s not going to be that straightforward. Competition is high, boutique brands must demonstrate their market appeal and their main point of difference to secure partnerships with other retailers. This process can be time-consuming and challenging, leaving many brands in a difficult position as they navigate the uncertain terrain of the post-Matches landscape. Our Advice The closure of Matches demonstrates the importance of brand building. It has emphasised the need for innovation, adaptation, and resilience when it comes to digital transformations. By embracing digital channels for your business, you’ll be able to strengthen your brand identity to succeed without the need for a retail outlet. Up to this point, many brands have relied solely on the brand identity of the larger, more established multi-brand stores to showcase their offering. Now’s the time to step up your marketing efforts and become a brand that people want to shop directly - let’s increase those margins! A strong website is fundamental for this shift to a B2C strategy. Investments in your website will go a long way, from how it looks visually, to the content and usability of the website. It all matters. Outside of the website, you’ll also need to strive for consistency across all digital channels, such as your social media and email strategy, ensuring it resonates with your target audience. The key element of this shift is going to be around creating a trustworthy website which incorporates a more personal, curated experience for your customers. Your newly acquired website visitors need to be able to trust and get to know your brand, which was previously known under the umbrella of a much larger brand. To do this, ensure your website is working to meet customer expectations, while also filling it with everything they need. From customer reviews and testimonials to brand history, transparency in your manufacturing processes and content on why people should shop with you over your competitors. This is your website, it’s time to tell your story. Once you’ve started, you’ll want to continuously monitor the effectiveness of your efforts, looking closely at your analytics. This will allow you to see what’s working, and what’s not so you can make adjustments when needed. At Ecrubox we pride ourselves in being led by data, so can’t emphasise this enough, it’s crucial to the success of your B2C venture. Jessica Cory Content Manager

Read more
The Impact of Matches Closure on Boutique Luxury Brands