Toolbox Marketing

How to Create a Marketing Strategy that Works

Wed, 15 May 13 11:34:43 +0000

Michelle Buxton, Group Managing Director of Toolbox Marketing, has recently returned from the India Shopping Centre Forum where she presented a Master Class on "How to Create a Marketing Strategy that Works" and give her thoughts on an industry in its infancy.

Passion and enthusiasm is what the shopping centre world is all about in India - they currently have approximately 350 centres of varying lease and ownership structures in a population of 1.2 billion people. Centres are being built and then either the stores are sold off to individual owners, the floors are sold and the balance leased or our traditional model of fully leased with central management.

Asset management is an emerging profession and the understanding of investment versus cash flow is starting to take route.

The owners/developers that know and understand the western model are the leaders with superb assets that will deliver ROI whilst creating lifestyle destinations and places to be within their market place.

Hornstull

Tue, 14 May 13 09:33:22 +0000

Mari Thorstensson och Malin Andersson, projektledare på Toolbox Marketing, har besökt Stockholms nya galleria Hornstull. Med sina 39 butiker och restauranger vill Hornstull bli en ny viktig knutpunkt i Stockholm. Handelsplatsen ägs och förvaltas av Bonnier Fastigheter och de marknadsför sig med Hornstull - Gaffel och knivsöder, hornstull.se.

Vine

Wed, 08 May 13 11:58:50 +0000

Kerry Mallett, Senior Designer at Toolbox Marketing looks at Vine, Twitter's recently acquired video sharing app. Vine allows the user to create 6 second videos/commercials using stop motion animation, which can then be shared by users across Facebook, Twitter and Vine itself. Big brands such as Doritos, Next and Bacardi have been quick to experiment with the app, creating quirky, engaging videos. If brands can market and advertise in 140 characters, I'm sure it won’t be long until Vine becomes a powerful advertising platform, with brands utilising and proving how successful a short 6 seconds can be...

Abu Dhabi

Thu, 02 May 13 11:48:45 +0000

In the news this week that Abu Dhabi has overtaken Dubai as the Middle East’s most active city for mall development, David Fuller looks at the exciting new developments in Abu Dhabi and particularly the Yas Mall leisure and shopping experience.

Crowd Sourcing

Thu, 25 Apr 13 09:55:03 +0000

Head of Digital Marketing, David Fuller-Watts, this week looks at the new crowd sourcing app, GardianWitness. Due to the availability of technology, members of the public can often report breaking news more quickly than traditional media reporters and this year alone "citizen journalists" have played a large part in reporting crime, uncovering celebrities misdemeanour's and even reporting sports related foul play.

The Guardian have embraced this age of "Crowd sourcing" in it's new app - GuardianWitness. An app that allows you to become journalists and report on stories directly for The Guardian newspaper.

This is a much better way to invite people to participate in creating news than what’s been around for the last few years (tweet us, email us .etc) and could be just the start of a new wave of customer participation amongst brands and retailers alike.

Google Glass

Thu, 18 Apr 13 09:16:19 +0000

New Account Executive, Ashley Vigor, has taken a look at Google Glass and the excitement surrounding its development. With a built in 5 megapixel camera, voice activated controls, 16GB storage and 'bone conduction transducer' to remove the need for conventional headphones, Google Glass sounds more like something from a sci-fi movie than a product that will be available to consumers in the not so distant future. Perhaps more exciting than an impressive specification, is the prospect of an abundance of apps to follow, limited only by the imagination of developers. With consumers becoming familiar with Augmented Reality and QR codes, it is not difficult to imagine Google Glass offering great marketing opportunities. It will be interesting to see how the battle between Google Glass and 'watch' style products from Apple et al unfolds, but it's safe to say innovative marketers and developers will prosper.

3s tunnelbanevagnsbutik

Mon, 15 Apr 13 13:15:21 +0000

Malin Andersson, projektledare på Toolbox Marketing, har besökt 3's tunnelbanevagnsbutik. Under fyra veckor har mobiloperatören 3 en butik i Stockholms tunnelbana. Detta är en satsning för att de skall komma närmare potentiella kunder i deras vardag. Med hjälp av NFC-teknik och QR-koder scannar besökarna av affischerna med sina mobiler för att kunna ta del av info och erbjudanden.

Starbucks for Android

Thu, 11 Apr 13 11:09:04 +0000

The latest trend to start hitting the UK are mobile transactions and in this video Starbucks show how their mobile app effectively executes this in their stores with the use of their in-store technology. It is an innovative approach to using mobile apps and how it can be integrated into the retail environment. This is a great way to engage consumers in-store and online, as well as showcasing just how important it is for retailers to acknowledge combing offline and online within their stores.

#findtheeggs with Tesco

Thu, 04 Apr 13 09:12:32 +0000

Following on from the success of the Pull-a-Cracker campaign Tesco launched their #findtheeggs campaign for Easter. The campaign, which took the form of a virtual egg hunt through the streets of wherever you lived, used Google Street View technology and tracked your location via GPS.

Thousands of virtual eggs were hidden across the UK and once 3 eggs were collected you received a voucher for a chocolate bunny, with Samsung Galaxy Tabs up for grabs for those that found golden eggs.

The game was an innovative and fun use of the Google Maps Street View Service, and cleverly in order to take part you had to first like the facebook page before playing the game. It is a great demonstration of social media integration and sharing to engage the user, plus offered a personal experience for every egg hunter. I’m looking forward to seeing what social media campaigns Tesco come up with for Father’s Day, Halloween and Christmas!

H&M's new brand & Other Stories

Tue, 02 Apr 13 13:45:03 +0000

Malin Andersson och Mari Thorstensson, projektledare på Toolbox Marketing, besökte H&M´s nya varumärke & Other Stories förra veckan. Nu har H&M sex separata varumärken och sammantaget har dessa idag cirka 2800 butiker runt om i världen. & Other Stories erbjuder ett brett sortiment och vill ge kvinnor en möjlighet att skapa sin egen personliga stil.

7 years of Twitter

Thu, 28 Mar 13 10:14:51 +0000

Kimberley Hatch, Graphic Designer at Toolbox Marketing looks at all the amazing things Twitter has accomplished and how it has successfully developed over its 7th year reign. Tweet to us @toolbox_tweets and tell us about all the wonderful things you love about Twitter!

What's New About Your Facebook Homepage

Thu, 21 Mar 13 09:31:09 +0000

Technical developer, Ross Harvey, this week looked at Facebook's new News Feed redesign which is the biggest change in the company's seven year history! This video shows what the new News Feed will look like but it's important to consider how this change will impact on marketing companies like Toolbox and how we manage our social media content from now on, for the better! By focusing on richer media content to capture your target audience the new News Feed will most definitely play a massive role in social media's ever growing evolution.

Trend Alert with Malin Andersson

Mon, 18 Mar 13 16:54:19 +0000

Malin Andersson och Mari Thorstensson, projektledare på Toolbox Marketing, var på mässorna Butiksleverantör 2013 samt Online Marketing & e-handel förra veckan. Där spanade på de nya trenderna inom handel och shopping samt lyssnade på flera inspirerande och lärorika seminarier. Dessutom besökte de bland annat Spree´s monter om interaktiva butiksfönster.

The Power of IE10

Wed, 13 Mar 13 14:27:04 +0000

Lead Technical developer, Rob Cullen, this week looked at the new Microsoft mobile platform and Surface tablet which is the company's relaunch in to becoming technology's biggest player. This video not only shows the power of app development on the platform but the responsiveness of the touch screen - potentially becoming a realistic rival to Apple's dominance in that market.

HTML5'ing it like a boss on IE10 from Fantasy Interactive on Vimeo.

3 Mobile new viral campaign

Thu, 07 Mar 13 11:57:45 +0000

Hannah Smith, Head of Client Services at Toolbox Marketing is at Grosvenor Shopping centre in Northampton to see how 3 Mobile are bringing their #danceponydance viral brand campaign

Mood Board

Thu, 28 Feb 13 14:05:59 +0000

Kerry Mallett, Senior Graphic Designer at Toolbox Marketing, reflects on this years Spring / Summer trends and colour schemes. She has created an inspirational mood board to ignite the creativitiy in us all.

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London Fashion Week: Rihanna launches River Island collection

Thu, 21 Feb 13 12:14:54 +0000

Toolbox Marketing's UK Managing director Michelle Daniels reflects on the buzz surrounding Rhianna's River Island collection at London's fashion week this week. "The staging, the social media buzz and Rhianna's personality were just as important as the actual clothes on show"

David Fuller on Engagement

Thu, 14 Feb 13 11:18:39 +0000

Toolbox Marketing's Head of Digital Marketing, David Fuller, looks at how retailers are bringing engagement where people shop and whether shopping centres need to evolve to encourage this online interaction

MAPIC meets Michelle Buxton

Thu, 07 Feb 13 12:23:33 +0000

Michelle Buxton, Group Managing Director at Toolbox Marketing, shared her thoughts on MAPIC 2012, Toolbox Marketing's stand in the More VISION Pavilion, shopping centres & digital marketing

Benefits of Rebranding

Thu, 31 Jan 13 10:45:08 +0000

Sam Coleman, Junior Graphic Designer at Toolbox Marketing, starts the Trend Alert this week with a look at the benefits of Rebranding and reports:

2013 has seen the first of its latest trends on rebranding following the likes of eBay, EAT and Waterstones in 2012. ITV's complete rebrand launched on the 14th January this year, almost exactly a year to the date of More 4's rebrand. New logos were launched across ITV outlets, including ITV Player and all five channels. ITV's flagship channel changed its name from ITV1 to ITV and, along with ITV2, ITV3, ITV4 and CITV, they have changed colour scheme to reflect their programme mix and to differentiate from each of their outlets.

Rebranding is never a simple task; everyone wants to entice new business whilst retaining their existing customers. The best rebrands can convey an organisation's redefined proposition and the worst can destroy reputations. I think ITV has successfully managed to revive its brand whilst maintaining its status. By re-launching their brand they have contained all their sub brands in a consistent design resulting in a stronger identity.

Here are some great reasons why you should consider your own rebrand for 2013:

Aging businesses
A business will experience growth within its life cycle but possibly without having a designed brand. Rebranding becomes a vital step for a growing business to be taken seriously as they expand into more aggressive markets.

Be different from competitors
The retail industry is very competitive and heavily lead by the latest trends. With constant innovative marketing campaigns and tactical strategies it is important to have a fresh yet strong brand to stand out in the crowd.

Remaining relevant
Following your differentiation from your competitors you will also need to stay up to date with the latest trends, be it from fashion or influences from digital marketing. To keep your customers interested and engaged, stay in the loop with all marketing news.

Rationalising your brand
As a business grows it develops or acquires various products and services, some of which develop into company brands. This natural brand growth can result in a weak or confused mess if it's not branded consistently. Take ITV's rebrand as a great example of how to umbrella your outlets into one strong brand.

I am certain that we will see many of the giant brands take inspiration and follow suite... It's going to be a very exciting year for marketing.

Is it the end of the high street retailer?

Thu, 24 Jan 13 09:20:17 +0000

Account Executive at Toolbox Marketing, Sarah Snapes, has been looking into the success of UK online shopping at the detriment of the high street retailer and writes:

With 3 major high street retailers going into administration within the same week (HMV, Blockbuster and Jessops), it begs the question of whether the day of the high street retailer has come to an end? Many believe their downfall was not acknowledging how consumers shop, relying too much on the high street stores and not moving quickly enough with their online presence. When we look at the figures for the Christmas sales this becomes easy to believe. Boxing Day 2012 set a new British record for the number of shoppers who went online for their sale bargains with more than 100 million visits to online retailers that day, spending 14 million hours online in the process. As a result, Experian reported that online sales were up by 17% compared with Boxing Day the previous year. The UK spends more time online shopping than in any other country in the world, according to Ofcom. with UK consumers spending an average of £1,083 a year on internet shopping, significantly ahead of second place Australia at £842.

The use of smart phones and tablets has no doubt contributed to the ease and influence of shopping online. According to Deloitte the forecast for Christmas sales using a Smartphone was £3.5 billion, with social media sites also having a strong influence to purchasing behaviour because of Smartphone use. This is where future booms are likely to be fuelled, with social shopping leading the way. Consumers are fast looking for new developments to deliver a more personal experience and smart price comparison tools. The British brand Burberry has got this part covered. They have created a physical manifestation of the Burberry website, better known as Burberry World Live, with the emphasis on giving customers a home-on-the-sofa shopping experience with no queues or waiting at their Bond Street store. Despite a profit warning that wiped £1bn off Burberry's market value, the company is a huge success story for British fashion as they bounced back from job cuts in 2009 to profits of £166m in 2010.

Retailers are now operating in a world where speed and convenience are determining shopper behaviour and where retailers must be globalised and yet local, staying competitive and adapting fast. Future stores should be optimising the best of the digital world and creating that personalised in-store experience in order to compete with the online market.

The Future of HMV

Thu, 24 Jan 13 09:17:09 +0000

Kim Hatch, Graphic Designer at Toolbox Marketing, comments on the confirmation that HMV is to go into administration and writes:

HMV's demise has been predicted for some time, so the fact that it is finally going into administration has been greeted with significant sadness, but no great surprise. Its closure is upsetting not least because this will cause the loss of 230 stores and around 4000 jobs at a notoriously difficult time of the year.

In design terms, there were three main areas of challenge for HMV: branding, retail design and interactive design. Two of these it broadly got right and one it got badly wrong, however, I'm not sure that anything could have been done to keep it afloat. HMV's store design got a lot of things right and the last major redesign in 2007, brought in some digital elements - plasma screens, internet hubs, MP3 purchasing - while still allowing HMV's core physical product to shine through. However, the crucial problem faced by HMV was the overwhelming threat from online retailers, such as Amazon, as well as supermarkets.

The truth is that for over 90 years, HMV has put an enormous amount of passion into what it does. It's this passion that its customers appreciated and has played a big part in making it a world-class brand. Unfortunately, it's not enough to run a business on love alone and, as the administrators begin meeting with potential suitors, no one is sure what's next for the HMV brand.

What does 2013 hold for Retail?

Thu, 10 Jan 13 11:22:57 +0000

Ross Harvey, Technical Developer at Toolbox Marketing, has been reading about what this year holds for retail as Apps, loyalty and personalisation will all be on the agenda for retail marketers in 2013. He writes:

There's nothing new about apps anymore, but this year's retailers will strive to develop apps that fulfil a genuine need and provide a valuable service for customers.

Apps with a purpose that provide services shoppers really want will emerge as retailers realise that merely having mobile strategy is not enough.

Despite many established loyalty schemes expanding with online and digital elements, most remain at heart a plastic card stuffed into a wallet. In 2013, we'll hopefully see this change in Apps!

Some brands are already leading the way. Boots' Christmas App and eBay's fashion App are both examples that offer a benefit for shoppers and seamlessly integrate offline and online shopping because they were clearly developed with shoppers' real behaviour front of mind. This gives consumers a reason to use the Apps and return to them again and again, rather than being used once and forgotten.

With the use of inter-connected data, and the pre-requisite opt in from consumers, Apps can target shoppers with personalised offers based on their own purchase behaviour when they are within stores, or even when they walk down certain aisle within a supermarket or department store.

Here at Toolbox Marketing we have started to make Apps for our clients that do just this.

Offering Apps that value loyalty can build relationships with consumers which will help to drive sales for retailers. The integration of social media into their products will also help brands provide value for their customers and ways to combine insight from these areas to do well.

Far from being the death knell for sales assistants and high street shopping, technology can offer a greater lease of life to the classic marketing strategies we still use today.

Happy New Year!

Thu, 03 Jan 13 10:22:43 +0000

Happy New Year!! Chloe Brown, Account Manager at Toolbox Marketing, starts our 2013 Trend Alert with a look at how the 'January sales' are developing and writes:

The January Sales are no longer the January Sales as many retailers start their sales on Christmas Day and in some cases Christmas Eve! However, this year it has had a positive impact as more than £5.4billion was spent in the first two days of the sales, with one in four of all UK adults hitting the high street in person, rather than shopping online.

Professor Joshua Bamfield, director of the Centre for Retail Research, reported: "December 27th was manic, bigger than Boxing Day and the most popular day at the sales. The sales have started as a great success, beating last year's spending over the first two days - and there is significant spending ahead. The success of the sales is due to spending being shifted from pre-Christmas to post- Christmas, and shoppers being very price conscious."

Shopper numbers on the high street were down throughout December, although online sales were strong, but they soared by 21.6 per cent on Boxing Day, so it's a welcome fillip to the retail sector, which started slashing prices earlier this year in a bid to generate sales.

High shopper numbers were reported at major shopping centres throughout the country, with queues outside the doors before 6am on Boxing Day, which was the biggest online shopping day in British retail history, according to figures released by global information services company Experian. Bargain hunters made 113million visits to online retail sites as they surfed the sales from the comfort of their own home.

So the 'winter sales' had a very positive impact on the high street and for online retailers the sales created record sales. I wonder how many people have already purchased Christmas presents for their family and friends for Christmas 2013?!

Marketing Trends for 2013

Thu, 20 Dec 12 10:54:54 +0000

As the year draw to a close, it's time to take a look at the experts' key predicted marketing trends for 2013 and Sophie Scott, Account Manager at Toolbox Marketing, writes: Overwhelmingly and unsurprisingly, the majority of predictions are about digital and 2013 WILL be the year of Mobile. Not yet mobile? Well, with smartphone penetration set to increase from 58% in the UK, you should be. 2013 could see the demise of the traditional marketing 'campaign' as we know it and an ever increasing use of real-time communications. Consumers will demand more from brands looking to target them on their personal devices and will expect to be engaged by relevant and targeted messaging when they are ready, not just when it suits us.

Mobile will become an even more major part of marketing strategies and will be the must-have marketing channel. Websites and email should be optimised for use on mobile devices in order to enable the consumer to buy and buy quickly, immediately in fact, and to unlock new and unparalleled cultural connections. Digital advertising, across mobile channels, will become less intrusive and more relevant and we should expect to see brand adverts rather than just direct calls to action. Consumers will demand more from brands in general in 2013. Their expectations will extend beyond the socially engaging to the delivery of real life delights, physical experiences, interaction and engagement - all-immersive branding. In retail and shopping centres this should give rise to more semi-permanent pop up shops and the ability to enjoy a wide range of brands on subscription. 'Shoptimization' is the wonderful way to describe the apps, deals and rewards that shoppers will expect to enjoy as they step across your threshold.

The customer is more in control than ever in 2013 - of that there is no doubt. If your customer isn't already in the driving seat, then slide over and let them in..... quick. The advent of social media has given rise to a whole new level of consumer power. Think Starbucks... Recent research quoted in Marketing Week has shown that on Twitter 30% of customers expect an answer within 30 minutes and 29% expect an answer in under 2 hours on Facebook. We should be reorganising our shopping centre customer service teams and empowering them with social media insight to meet the increasing demands of our shoppers. We should also recognise that consumers will become more and more savvy about what they 'like' or 'follow' on social media in order to be served with more relevant advertising and access to products that they want.

Gameification is the 2013 buzz word. More and more brands will take inspiration from the hugely sophisticated video games industry and will deploy techniques across their communications to boost user engagement and brand loyalty - adding fun and value to the otherwise sometimes mundane. In 2013 brands will have access to a far, far bigger picture as consumer analytics become more sophisticated than ever before. Those in the know and at the forefront will think outside their standard CRM, integrating this information with the increasingly easy to access web behavioural data (the stuff we do, buy or search for online) and social media usage to create one unified uber platform. This will take their understanding of their customers way, way, beyond 2D demographics and should result in unbelievably smart marketing. Scary stuff? No way! It has marketeers like us rubbing their hands with glee!

Content is King and especially so in 2013. Not just quality content but smart content - data driven personalised and dynamic content, such as accurate recommendations based upon purchasing or browsing information. However, it is also about much more than this and for savvy marketeers creating more and more content must be a top priority in 2013. To date, good SEO has been about knowing the tricks of the trade. In 2013 it will be less about the right tag or keywords and more about creating really good original content which is socially consumed and shared. For the first time the (perceived) boundaries between Search, Social Media and Content will be increasingly blurred - and remember a picture is not just worth 1000 words, it's also worth an awful lot of money. Just ask Instagram.

Integration is the keyword for social media in 2013, whilst extreme personalisation and targeting will reinvigorate email and database marketing. Blanket emails are no more. Consumers will demand that you talk to me, about the things that I'm interested in and in a way in which I want to be communicated with.

Interactive Advertising

Thu, 20 Dec 12 10:53:34 +0000

Lead Technical Developer at Toolbox Marketing, Rob Cullen, has been researching about the latest in interactive advertising platforms, such as Near Field Communications, that we will see enhance interactive consumer experience over the next 12 month. Commenting on this, Rob says;

"Media partner Clear Channel have revealed their national, permanent high street mobile platform for outdoor media which is set to roll-out across more than 10,000 Clear Channel sites. Initially the sites will be equipped with Near Field Communications (NFC) and QR code capabilities, both of which will see the platforms transform roadside advertising into an interactive consumer experience.

We are constantly investing and researching in new trends to ensure our clients are ahead of the game and this new technology from Clear Channel is a great way to enable brands to meet people and engage.

Mobile is the natural companion medium for out-of-home and this innovative platform will enhance the marketing mix."

Toolbox Marketing is currently working to integrate this innovative platform into the 2013 marketing strategies across a number of our UK based shopping centres.

Cyber Monday

Thu, 20 Dec 12 10:52:44 +0000

UK Account Manager, Hannah Smith, has been reading up on the recent hype around 'Black Friday' and 'Cyber Monday' and comments on how Toolbox Marketing are helping their clients to bring the online experience in centre;

Over the past few weeks we have all heard the phrases 'Black Friday' and 'Cyber Monday' but what do they really mean?

Well, 'Black Friday' is a US retail phenomenon that UK online retailers such as Amazon have been adopting since 2010. During 'Black Friday' over 1000 'lightening deals', that are one time and stock limited, are up for grabs. During this period of 1 week shoppers can receive discounts of up to a whopping 80% off a wide range of best selling products.

'Cyber Monday' on the other hand follows directly after 'Black Friday' and is a term us 'marketing bods' like to use to describe the biggest online shopping day of the year. Last week Visa reported that it expected to see 6.8m transactions on Monday with shoppers spending around £320 million. Reports from Retail Week following 'Cyber Monday' on the 3rd December show that shoppers made over 112 million visits to retail websites and 15 million hours shopping online, all in just 24 hours!

So what does this mean for shopping centres? We recognise that customers still want to see, touch and feel tangible goods, especially at Christmas, however, in order to compete with online retailing and the heavy discounts in which they are providing, we have to enhance the shopper experience and offer something which you can not get online.

This Christmas we have answered this problem for a number of our clients by implementing sales driving campaigns such as offering shoppers the chance to win back the value of their Christmas shop. So far our clients have reported increases in sales for retailers with an increase in ATV's and footfall.

So the answer - yes, online retailing is booming and the discounts offered online are unprecedented. However, if you can offer your customers another reason to visit your centre, something which is unique and unavailable elsewhere, along with enhancing their shopping experience, then they will stay loyal to you and your retailers will see the money coming through their tills.

Is print dead?

Thu, 29 Nov 12 10:13:51 +0000

Kerry Mallett, who is Senior Graphic Designer at Toolbox Marketing, discusses the question that has been hanging around since the rapid growth of the Internet, social media and in more recent years the tablet and e-reader - is print dead? She writes:

In recent years many people feel it is unnecessary to subscribe to a newspaper or magazine when you can get one more easily and quickly on your iPad. Well, I beg to differ! A survey in April by Deloitte found that 88% of magazine readers in the UK still prefer to read articles in print. Also, while many businesses have shifted their advertising efforts to the web, due to its cost effectiveness, availability and the fact that it can reach millions of people in a matter of seconds, print still remains a dominant and essential part of an advertising campaign and everyday life.

In my mind print still has many advantages over its digital colleague: Presence - Print ads are a sure way of building your brand presence and securing your identity. Brand recognition is achieved through consistent use of fonts, colours and images. Even some of the Internets biggest names, such as ASOS and Google, are now publishing printed magazines. Niche - Placing ads in speciality magazines can reach that niche market that may be difficult to reach through online advertising and you can be a lot more specific about what audience you want your message to be aimed at and read by.

Physicality - Printed matter is a physical object to hold and to be kept, magazines and newspapers can stay around for weeks, months, even years, while Internet adverts and banners can disappear instantly at the touch of a button.

Credibility - Seeing something in print gives it a certain credibility and authority. The sheer amount of popups and web banners can be boggling, add to that the threat of viruses and the question is whether your online advert is really going to reach as many people as expected?
In some respects the arrival of new technology is actually helping to save the printed page, take for example QR codes. By placing QR codes on printed pieces, such as posters and adverts, we are narrowing the gap between print and web. By simply scanning the QR code it will take you to the company's website, special offer page or competition. Another recent craze that is helping to make reading the printed page a new experience is Blippar, the app that brings to life the everyday newspaper, magazine and poster with exciting augmented reality experiences. We may never read a magazine in the same way again, 'just Blip the page'.

So, is print dead? Although there has been a slump in the industry I sincerely hope the printed page is going to stick around for many years to come. Are we going to lose many centuries worth of tradition at the touch of a button, I think not, and the 'paperless office'... is not going to happen anytime soon. Anyway who can resist that new book smell.?!

TBM at MAPIC

Thu, 22 Nov 12 13:23:15 +0000

Toolbox Marketing made a big impact at MAPIC by demonstrating understanding of the customer journey and the marketing channels needed to increase the customers experience when shopping.

Group Digital Marketing manager, David Fuller, presented a number of digital tools that can be integrated with the overall marketing strategy and the feedback was excellent. "We have been described as an innovative agency but also one that understands how to use this technology seamlessly throughout the shopper journey."

The future of marketing is the ability to understand how all marketing channels can be used to understand the customer and fully integrate the digital offer with the offline experience whilst always evaluating, measuring and refining that mix.

Christmas advertising activity

Thu, 22 Nov 12 13:22:22 +0000

Michelle Daniels, UK Managing Director at Toolbox Marketing reflects on this year's retail Christmas advertising activity.

This past weekend was the critical launch date for Christmas TV advertising campaigns, with many of the UK's most prominent retail brands vying for prime time and pole position, and as social media and online shopping grows more prominent with each year, it's interesting to see how brands are approaching their target shoppers in 2012.

Long gone are the days when retailers responded to the Christmas calendar. For decades we've seen the power of our most-loved brands dictate when Christmas begins, and it's usually with the first airing of their festive TV ad. The most iconic of these ads for many in the UK is probably the announcement from Coca Cola that 'The Holidays are Coming'. Tuning in to prime time TV on Saturday evening, I was delighted to see how the brand have ticked all the boxes with their campaign this year.

Not only is their signature theme tune back, the Coco Cola Santa, who was first introduced to audiences in 1931, also makes an appearance along with the vision of the Christmas truck covered in lights. But what impresses me is the way the brand gives us the nostalgia we all crave at this time of year, yet still manage to exploit the ever-growing communication channels that keep brands relevant. The return of the UK Christmas tour of the Coca Cola truck provides a great engagement platform for experiential marketing, as well as introducing polls and quizzes online, and featuring #theholidaysarecoming on their TV ads, all of which demonstrate the power and importance of total integration.

But has everyone else got it right? It seems John Lewis has with its latest Christmas TV campaign 'The Journey' which was trending within minutes of it's first airing. The ad, described by the Daily Telegraph as 'twee, slushy and shamelessly sentimental' features a Snowman prepared to scale mountains, cross rivers and tackle motorways in his quest for the perfect gift for his Snow- woman companion, it certainly creates the heart-warming spirit of Christmas. It will be interesting to see how it performs against JLP's 2011 effort, 'The Long Wait' which had over 1 million YouTube in just 5 days.

It's a sure bet that Asda will be kicking themselves as their latest attempt at capturing the Spirit of Christmas comes up against a raft of complaints and negativity for being 'sexist', not to mention an uncanny resemblance in theme and execution to that of it's competitor, Morrisons.

Let the festive battle of the brands commence!

MAPIC 2012

Fri, 09 Nov 12 14:43:27 +0000

Toolbox Marketing will be at MAPIC 2012 from 14th - 16th November in Cannes. We will be in the Riviera Hall at R28.01 More Vision Pavilion and have a presentation on 'Creating & Measuring Engagement through Digital Platforms' at 2.30pm on Thursday 15th in the More Vision Pavilion Conference room. We look forward to seeing you there.

Community centres and town centres are suffering and Michelle Buxton, Group Managing Director at Toolbox Marketing, thinks they should re-evaluate. She writes:

• Clinton Cards - 350 stores closed
• Game - 277 stores closed
• Peacocks - 224 stores closed
• Julian Graves -189 stores closed
• JJB Sports - 133 stores closed
• Argos closed 74 stores
• Comet - 6500 jobs may go
• £650m lost in rent to landlords

So who are the winners in this scenario? Well, it's the large regional shopping centres and this is supported by the recent financial reporting from CSC, the retailers within these centres are growing turnovers and then its those retailers that have fully integrated their multi-channel offer.

The losers quite clearly are the community shopping centres and town centres and they now need to take a step back and look at how they should plan their leasing strategies and tenant mix for future sustainability and growth.

These centres have the local community in their hands with a vested interest in the centres thriving as well as convenient places to visit - add local entrepreneurship, community activity, experience, places to meet and you have success. Community and town centres need to become places to be and they need to be managed by placemakers.

Coupled with this new understanding and the importance of driving omni-channel awareness and community engagement online -we can create successful spaces and places where people want to be, meet and spend their leisure time.

Toolbox Marketing at MAPIC 2012

Thu, 01 Nov 12 09:54:02 +0000

What is Augmented Reality?

Thu, 01 Nov 12 09:53:27 +0000

Reporting on the latest trend in print and digital marketing, Toolbox Marketing's Junior Graphic Designer, Sam Coleman, explores Augmented Reality and writes:

Working within a fast moving creative industry we are constantly looking for the next 'best thing'. We are always exploring fresh and exciting ways to promote and market ourselves and, up until recently, print advertising and digital always worked well together but separately.

However, there is a growing trend in new interactive technology which enables us to engage more with consumers, whilst maximising both print and digital routes. It's all about Augmented Reality (AR)! So what is Augmented Reality (AR)? It's a live view of a physical, real-world environment whose elements are augmented by computer-generated sensory input such as sound, video, graphics or GPS data. Artificial information about the environment and its objects can be overlaid on the real world. So, for example, you could scan your friend and the AR reader would display your friend wearing a brand's accessories. The process presents possibilities that are almost endless and it's very easy to use as it is just a step on from QR codes that display URL's. It's set to create a buzz and get consumers interacting with your brand. I think this is a fantastic leap in marketing technology and will help bridge the growing gap between store sales and online sales.

Pintrest - The shopper is evolving

Mon, 29 Oct 12 12:11:04 +0000

Pinterest creates a massive amount of internet referral traffic and Sarah Snapes, Account Executive at Toolbox Marketing, was surprised to discover that it is now the fourth largest driver of online traffic in the world, surpassing Yahoo! She wants to know is this the new way to engage with brands and writes:

Pinterest is the modern way to window shop where shoppers plan and buy their shopping. We now have an even better way to organize our online surfing, idea-gathering, share our interests with our friends and having multiple 'pin boards' gives you an even greater element of organisation. However, we can't forget that it is primarily a form of social media from which you simply can't remove the social component. So, does it make more sense to visually promote your product on Pinterest rather than on the billions of Facebook profiles? Facebook is not slow to realise this development and has launched a new 'Gifting and Wanting' initiative where users can impulse buy from visually stimulating posts, however, I'm not sure this is going to be enough to satisfy the savvy shopper.

Some sites on Pinterest have created the ideal personal shopper situation by checking over your inspirational 'pin boards' for various occasions and will even suggest new items for you to see. The best part is you don't have to hand over your credit card to someone else to do this but you can still get inspiration and suggestions from fashion goddesses with more resources than your own! This is the new online shopping experience consumers want.

Brands take note, the shopper is evolving!

eBay: progress or devolution?

Wed, 17 Oct 12 13:47:28 +0000

Toolbox Marketing's youngest Graphic Designer, Kimberley Hatch, discusses ebay's new logo re-design and writes:

Over the past week I have been hearing good and bad remarks about ebay's new logo. It's their first logo re-design since... well, ever! So, after taking a peak, I can't help but think Google - straight, multicoloured and really nothing new. I know they're trying to modernize, but is 'joining the crowd' really the way to go? They are a marketplace for buying diverse things but their logo certainly doesn't show it!

Their original logo was fairly unique with letterforms above and below the baseline, overlapping, quite quirky and it was easy to recognize at a single glance. Personally, rather than 'mix it up' I think they should have kept the soul of their brand. They needn't shy from modernization completely but update, rather than re-design, without departing entirely from there creative look. Coca-cola is a magnificent example of a logo that has successfully developed through the years and it's one of the most recognized symbols on the planet!

Overall, I believe their logo has Devolved rather than Evolved. Their new website launched on the 17th October, but that's another opinion for another day!

Collect your ROI with Facebook

Wed, 17 Oct 12 13:45:01 +0000

Would you like to see more return on investment out of Facebook?
Ross Harvey, Toolbox Marketing's Junior Technical Developer, has been looking at 'Collections' a new feature Facebook is trialling.

It will make it easier for brands and retailers to push photos of their products to Facebook users, who can then collect the images in a Pinterest-style folder, or simply head to a retailer and buy it online.

The new tool includes three actions - want, like and collect. The Collections, which can be seen in Facebook's News Feed, are set up so users can check out the collections and share things that interest them with their friends.

Collections could help retailers score viral click-throughs to their product pages by making things their fans are interested in more discoverable to friends.

This may be the boost Facebook needs after its shares have fallen to little more than half their initial price since its Wall Street flotation in May. And with big names like Pottery Barn and Fab.com getting involved perhaps Facebook has found a new lease on life.

Toolbox welcomes Sophie Scott

Thu, 04 Oct 12 11:24:59 +0000

Retail marketing expert, Sophie Scott, has joined our team to take on a new challenge as an Account Manager.

Sophie, has eight years' experience of working within retail marketing. She joins the team at Toolbox Marketing from Lakeside Shopping Centre, where she was Marketing Manager for four years. Before working at Lakeside, Sophie delivered inspiring marketing campaigns for Chapelfields and The Mall (Castle Mall) in Norwich.

Sophie explains her decision to move to Toolbox Marketing, "I am really looking forward to taking on my first role in a retail marketing agency after eight years client side. The breadth and scope of work is what really drew me to Toolbox Marketing, along with the opportunity to deliver a wide range of creative campaigns as a part of a strong team. I believe that I bring with me a unique insight from the marketplace, having worked with a number of agencies over the years I can remember what I wanted and needed as a client. This experience will keep me focused on delivering not only outstanding marketing campaigns and return on investment, but also excellent customer service."

Michelle Daniels, Director of Toolbox Marketing, added: "Sophie has a wealth of knowledge in retail as well as destination marketing and brings with her a real enthusiasm for the role. Her strong campaign management and multichannel experience will be an asset to our existing talented team." Sophie will be managing a number of accounts for Toolbox Marketing including the Haymarket Shopping Centre in Leicester, St George's in Harrow and the Grosvenor Centre in Northampton.

A wonderful trend for nostalgia

Thu, 27 Sep 12 10:04:00 +0000

Sophie Scott, Account Manager at Toolbox Marketing, has noticed a wonderful trend for nostalgia appearing and she writes:

After a sensational summer of sport that made us proud, emotional and patriotic, autumn makes a sudden entrance into our lives and that wonderful trend for nostalgia has resurfaced; from the tartan and tweed fabrics on the high street to the feel-good classic movies currently showing on every ITV channel, from the reappearance of Furbies on the top toys for Christmas list to the countless photos of products that might make us feel nostalgic posted, tweeted or pinned across the range of social media channels. Only this week, a picture of a glass Lucozade bottle wrapped in orange cellophane (c.1982) generated over 17,000 likes with hundreds of comments and was shared by at least a dozen of my friends on Facebook. We're constantly being asked to embrace our fondest memories and I for one find it hard to resist.

With winter only just around the corner it's time to seek out the familiar, the reliable and the evocative. So whilst nostalgia is not a new trend, it's one that I'm happy to see come around again!

Coming out on Top at London Fashion Week

Thu, 20 Sep 12 09:45:21 +0000

Account Executive, Chloe Brown, has been following London Fashion Week and writes:

There was once a time when London Fashion Week was all about either going to the catwalks or patiently waiting for the images in newspapers and magazines to reveal the latest trends and up and coming designers. However, with London Fashion Week 2012 you could view the collections instantly though social media. Videos were being broadcast live online to the world from shows full of tweets, blogs and facebook posts from designers, editors and even celebrities.

Topshop reached the largest online audience for a live-streamed London fashion show on Sunday. Two million viewers tuned in from more than 100 countries to see Topshop's latest collection, according to figures. They were able to see the images and content from the runway as part of Topshop's partnership with Facebook, where fans were led to Topshop's live-stream from their shopping site. Most importantly, Topshop saw a direct impact from their social media coverage as people streaming online were able to immediately purchase the looks on the runway. Various items, including a dress that was the first outfit on the catwalk, sold out even before the show was over!

The Topshop Facebook campaign managed to transform those all important Facebook 'likes' into something relevant - sales. The Topshop Facebook audience have been commercialised, so what are we going to see next on Facebook to try and commercialise audiences?

The iPhone 5 - Triumph or disappointment?

Thu, 13 Sep 12 09:16:34 +0000

The iPhone 5 is finally here, and it's - in a word - different. The new iPhone is the most radical redesign of Apple's flagship product since its inception, sporting a larger screen, a different shape, more features and even new accessories in the box.

So what has changed in this new redesigned iPhone? a new larger 4inch screen, something other devices have been offering for a while. The shape, well it's smaller and lighter than the iPhone 4S, another trait other devices have been offering for a while (Galaxy S2, S3 anyone?). What other great features does the new iPhone have? Well iOS6 is looking good, deeper Siri integration and support for LTE (4G), something Android devices have been able to support for a while.

I must admit, the iPhone did not impress on first sight and has yet to prove its worth in the mobile marketplace, but from what I can see right now, Apple are playing catch up for the first time. Do you think this is a lack of innovation? Do you think Apple is suffering with absence of the late Steve Jobs? Tell us your thoughts on the iPhone 5 on twitter @toolbox_tweets.

Sales Incentive Based Campaigns

Thu, 06 Sep 12 08:57:32 +0000

UK Account Manager, Hannah Smith, is talking about the implementation of sales incentive based campaigns into our clients strategies and marketing plans;

Responding to consumer needs and demand, this year so far, we have implemented a number of successful sales incentive campaigns across many of our centres. As retail continues to be in tough times, we recognise that in order keep consumers coming through the doors and spending, whilst keeping them away from the competition, we must offer them a unique shopping experience in return. With many of our campaigns we have seen individual retailers reporting uplifts in ATV's of +30% and double turnover, whilst at our centres we have seen increases in average spend of +350%. These figures demonstrate a clear demand for sales incentive campaigns in today's market.

"Green CSR" campaigns for shopping centres

Thu, 23 Aug 12 11:08:24 +0000

Corporate social responsibility is a huge part of a shopping centre's marketing plan and will form a major part of a centre manager's ever decreasing budget. Toolbox Marketing's Digital Marketing Manager, David Fuller, looks at whether social media can be used to improve shopping centre's CSR objectives.

"Social media thrives upon open, transparent conversations based on trust and, coupled with its viral nature; it is often elected above other mediums to drive a message home. Brands such as Expedia are already adopting the social media route when it comes to executing corporate social responsibility.

This year, we are planning and delivering some innovative click-to-connect social change initiatives that deliver measurable results as well as an indicator of the evolution of CSR. I see using digital media to drive CSR as "Green CSR" and the social value of 'like/share' finally being put to a worthwhile use."

To find out whether Toolbox Marketing's "Green CSR" campaigns can help you deliver your corporate social responsibility campaigns more effectively, get in touch!

Can social media be used to improve CSR objectives?

Thu, 23 Aug 12 08:32:21 +0000

To find out whether Toolbox Marketing's "Green CSR" campaigns can help you deliver your corporate social responsibility campaigns more effectively, get in touch!

Future of customer relationships

Fri, 17 Aug 12 13:04:17 +0000

Michelle Buxton, Group Managing Director of Toolbox Marketing has been looking at the seismic shift in Starbucks future and she writes..

Starbucks has appointed a new chief digital officer to take Starbucks from a coffee company to a tech company where their digital businesses are as essential to the company's ongoing success as the coffee it sells.

The future of customer relationships will be achieved through greater segmentation and therefore direct conversations with their highly mobile and digitally socially interactive customer.

This needs to be achieved by bringing the digital experience in store where customers can shop and search on line - this requires the significant development of parallel strategies for retailers and therein lies a huge challenge for them.

The question I would ask shopping centre owners and managers- what are we doing to drive this parallel development?

Finding your perfect footwear

Thu, 02 Aug 12 11:52:54 +0000

Kim Hatch, Graphic Designer with Toolbox Marketing has been looking at the unique 'pop-up' Virtual Shoe Fitting Store from German shoe retailer Goertz and she writes..

"Goertz Virtual Shoe Store uses simulated reality to find your perfect footwear. Using Microsoft Kinect, a hefty computer and giant screen, this virtual shoe fitting station allows customers to 'try-on' shoes, and see what the footwear looks like on their feet. With the ability to flip through colours and sizes, consumers can try on many pairs of shoes in no-time. These Virtual Stores are strategically placed in large public places like train stations and shopping centres to reach more consumers.

I think the Goertz Virtual Store is a clever concept, and a contemporary way to introduce consumers to there product range. Though this is a smart piece of kit, I can see some downsides. It's not just about how the footwear looks - it's about how they feel when your wearing them. Nothing beats the feel of trying on a nice pair of luxurious heels in the flesh, to see if the fits just right!...and to test your walking abilities in them! Some say this will be the shoe store of the future? Hmm...I'm not entirely convinced, but very cool to say the least!"

Are property owners the winners of the Olympics?

Mon, 30 Jul 12 09:07:01 +0000

Ross Harvey, Web Developer at Toolbox Marketing, also has the Olympic Games on his mind, from the point of view of property prices in London...

"With only a few days to go, the sporting event the UK has been preparing for is almost here; the Olympics. Many of us will be looking forward to watching Team GB win many medals this year, but the real winners of the Olympics could well be property owners.

Since the Olympic bid was won, houses in the East End of London have an estimated increase of £800 a month!

Overseas property investors recognise the long term prospects of London Olympics as the majority of East London's large assets have been funded, or acquired, by international capital from countries such as Australia, Canada, Holland, Qatar, Sweden and Germany.

The London Legacy Development Corporation (LLDC) has secured future owners and tenants for most of the venues leaving only a question mark over the tenancy of the Olympic Stadium, after West Ham Football Club's plan to buy the venue collapsed last year. The stadium will now be owned by the public and leased to a tenant that has yet to be chosen - the final four bidders include West Ham and a joint bid including Formula One.

Matthew Black, head of East London, CBRE has been quoted saying 'To put this in context, it took 20 years for Canary Wharf and the Isle of Dogs to go from 0 to 17 million square feet of offices. Unlike other host cities, London's legacy was planned in advance of the Games, which is why the best is yet to come'.

Olympics will influence retail for the better

Fri, 20 Jul 12 14:21:38 +0000

With just days to go before the Olympic Games are here for real, Toolbox Marketing's Junior Account Manager, Chloe Brown, reviews how the event will influence retail for the better...

"A study carried out by the Centre for Retail Research, has shown how the relaxation of Sunday trading laws during the Games will benefit retailers by over £180 million, with London seeing almost half of this gain. But, what about the rest of the UK?

The impact will be less intense, but up to 2.9% on top of existing Sunday trading will be welcome, plus all of the extra spend on souvenirs and Union Flag related items.

Clothing retailers could see the biggest boost in income with weekly increases as consumers have more hours to shop across eight Sundays, totalling an extra £39 million worth of sales.

One shopping centre that is likely to see gains from the Olympic Games is Westfield Stratford, which is located next to the Olympic Park in East London, but that doesn't mean that other shopping centres can't benefit as well.

It is the perfect opportunity to build a brand and maximise sales to an international audience. More hours to shop, means more hours to compare the best offers, so shoppers will be looking for the best deals out there.

I know where I'll be heading this Sunday - to the shops!"

Facebook for jobs?

Mon, 16 Jul 12 14:07:38 +0000

Toolbox Marketing's Lead Technical Developer, Robert Cullen, has been looking at the potential new Facebook feature "Facebook Jobs".

Facebook is apparently working on a job postings board that it will launch later this summer, according to a report by the WSJ. "Facebook Jobs" will be an aggregator which pulls in job postings by third party providers and makes them available in one place, and creates a searchable database of jobs for users to browse.

Facebook could use the vast amount of social data is has on its users to target relevant job listings, something currently other job websites cannot compete with. Using this approach could offer direct solutions to corporate clients and placement agencies, which will compete directly with networking giant Linkedin.

Leisure and catering taking the lead

Wed, 11 Jul 12 14:35:04 +0000

Michelle Buxton, Group Managing Director of Toolbox Marketing, has been looking into how leisure is becoming the key to successful shopping centres. She writes..

"In almost every European country where we conduct business, retail is contracting while leisure and catering are taking the lead in both consumer requirement and satisfaction levels and rental income. The resilience of this sector is leading to a change in the make up of shopping centres - for example Westfield Stratford has around 30% F & B where as this would traditionally be around 12 - 15%.

Consumers are still spending on dining out and looking for an experience that makes their trip out worthwhile. Bluewater have just opened the Glow; Trafford are building an aquarium and Lakeside continues to overtrade in the Boardwalk.

In order to survive, shopping centre owners need to become innovative with their leasing strategies, be open to new types of tenants while signing leases on shorter deals with straight turnover clauses.

It's an interesting time in our industry."

Customer loyalty the future

Thu, 28 Jun 12 09:45:55 +0000

Kate Greenaway, Toolbox Marketing's Studio Manager, has been reading about how retailers are adapting their websites to meet customers' needs and wants by collecting data from their clubcards . She writes..

"This new digital approach is aimed at increasing customer loyalty and Tesco is another retailer to jump on the bandwagon. Their new system will take into account customers' average spend per week or month and what they buy, so promotions of particular interest aimed at the shoppers can be flagged up on its homepage.

Has to be a big part of any digital marketing strategy in the future."

Targeting the next generation

Fri, 15 Jun 12 13:37:28 +0000

Toolbox marketing's Digital Marketing Manager, David Fuller, looks at how Facebook is developing technology that would allow pre-teens to use the site under adult supervision.

"Currently, Facebook only allows kids over 13 years old to join in the fun, but there are already untold millions of younger members who joined by providing a false age. Access to a wider, younger audience on Facebook could open a vast untapped opportunity for brands, although that does bring with it the problems of advertising and privacy.

Social networking sites for kids is nothing new, Club Penguin and Moshimonsters.com currently lead the way with child friendly networks and use games and connection with friends as a membership driver.

Shopping centres have always run kids clubs and other holiday activities to drive footfall to the centre and targeting this younger generation could be the next step in social media marketing."

Facebook Live Broadcasting!

Fri, 08 Jun 12 10:54:03 +0000

Toolbox Marketing Account Manager, Kim Firman has been reading about Littlewoods exciting live broadcast that is scheduled to take place on Facebook on Wednesday 13th June. Commenting on this she says;

"This is the retailing world's first ever live broadcast on Facebook and I am sure it will be the start of a whole new craze.

The hour long live show is being hosted by celebrity interior designer Laurence Llewelyn-Bowen and will showcase the new AW12 collection, with the designer discussing the latest trends. There will also be live phone-ins, competitions and instant messaging to engage with the audience.

In my opinion this innovative idea will soon become an extremely popular way of launching new season's trends for many stores. I feel that it is a great way of bringing static products to life and I can see it developing to live fashion shows very quickly.

It is a great use of social media to communicate directly with customers, in a new and exciting way. I will certainly be watching the live show."

Jubilee excitement in retail

Fri, 08 Jun 12 10:52:49 +0000

looking at what effect the Jubilee celebrations will have over the coming days, particularly in the retail sector:

"Did you know that there is a Diamond Jubilee happening this weekend? Thought so! The Queen's Diamond Jubilee is expected to inject a huge Euro10 billion into the British economy, as hundreds of thousands of tourists and visitors flock to the UK to celebrate this monumental event. But what impact will this have on our shopping centres?

Over the extended weekend, consumers are set to spend more than double the amount they did celebrating last year's Royal Wedding, according to research. Collectors of the official memorabilia have already bought 30,000 tea towels, 15,000 tankards and 14,000 pillboxes. So shoppers are definitely spending.

Plenty of retailers have jumped on the royal bandwagon, you can't walk through a shopping centre without seeing a Union Jack, or walk down the high street without seeing red, white or blue. Marks & Spencer have launched an entire range of Jubilee products, so have John Lewis and Debenhams. And the patriotic spending spree continues into the supermarkets. Brands such as Kingsmill and Marmite have renamed themselves for the celebratory period - Queensmill and Ma'mite."

So it is clear that the impact of the Jubilee weekend will have a positive effect and will be helpful for our shopping centres. But for how long? Maybe until the Olympics start in July!"

Flipboard for iPad

Fri, 08 Jun 12 10:51:31 +0000

Toolbox Marketings youngest Designer Kimberley Hatch discuses her views on the must have app for iPhone and iPad:

Have you heard about Flipboard? Perhaps not. Think of it as your own personalized social magazine made up of content that relates solely to you and your lifestyle. The Flipboard App pulls information from the web, both from news sources and social networks like Twitter and presents the content beautifully in a magazine-like format. Flipboard allows you to select categories that interest you, so you have everything you want to read all in one place.

This is an amazing application, so user friendly and intuitive in its approach. I personally use Flipboard for keeping up to date with the latest design trends and viewing fresh creative material. The interface is very appealing and is great for fast paced 'flipping' between stories. A lot is packed into each Flipboard, although I never feel that the screen is too crowded. I enjoy everything about this exceptional application, from its functionality to its font choice! Not to forget its innovative logo! The way Flipboard works is just effortless! Like being with a good friend over a cup of tea or coffee! Costing exactly zero pennies to download, I strongly advise you to check it out.

What's your browser choice?

Fri, 08 Jun 12 10:50:30 +0000

Toolbox Marketing Technical Developer, Ross Harvey looks at how we use the internet and today's market leaders in internet browsing, Ross Harvey reports:

10 years ago, there was only one way of viewing the web and Internet Explorer dominated it ruthlessly. With the only competition being Netscape and AOL, Over 83% of us used it! At its peak 88% of us were using IE!

But what about now, is it still the market leader and does it even matter? Over the last 10 years major competition such as Firefox, Opera, Safari and Chrome have offered us a different experience to IE and as of April 2012 only 18.3% of us use IE. Chrome is currently the market leader (38.3%), with Firefox (35.8%) hot on its heels leaving IE falling behind in third place.

So why are so many of us no longer using it? Three reasons really; Experience, reliability and security. Despite constant updates IE is notorious for leaving its users exposed to security risks. Just last year a security flaw that affected 900 million people, left those users vulnerable to criminals taking control of their accounts and even their computers.

However, with IE 10 on the horizon with major improvements and more people moving away from the relics of IE 7 (let alone IE 6) Microsoft's IE will always be a contender and if their browsers get better there is no reason why they shouldn't be.

Celebrity collaborations the craze

Fri, 08 Jun 12 10:49:08 +0000

Toolbox Marketing Account Manager, Kim Firman has been reading about high street fashion retailer H&M's announcement that they are launching an exclusive accessories range designed by fashion editor and global style icon Anna Dello Russo. Commenting on this she says;

"This is the latest in a long line of collaborations with celebrity designers for the high street retailer H&M. Other famous designers to have put their names to H&M collections in the past include Donatella Versace, Karl Lagerfeld and Jimmy Choo.

I personally think this type of partnership is a fantastic idea, not only does it create a hype around the brand but it is a great way of making designer products affordable for all, which in today's economic climate will prove particularly popular.

Of course it is not just designers that have recently been associated with the store but celebrities too. With David Beckham's underwear range proving to be a very popular addition, despite the controversy regarding the advertising campaign apparently being 'unsuitable for children to see'.

I can't see the advertising campaign for Anna Dello Russo's accessories generating such interest, but I eagerly await the launch in October to see what they new range brings and look forward to seeing which celebrity is next to associate themselves with H&M."

Brands de-Branding??

Fri, 08 Jun 12 10:47:42 +0000

Toolbox Marketing Account Manager, Hannah Smith has recently been reading about the hype around some of the world's biggest companies removing their brand names from their product or marketing activity. Commenting on this she says;

"To think a few years ago that brands would start dropping their well known company name from a logo or product would have seemed madness but this trend is becoming increasingly popular with Starbucks jumping on the bandwagon. Starbucks along with other brands are adopting debranding strategies to make their companies appear less corporate and more forward thinking. Off the back of this and in an attempt to position itself as a friendly local coffee shop, last month we saw Starbucks staff asking customers their names so they could write them on their takeaway cups to make the service seem more personal and less corporate. I think this is taking the service on a personal level too far but this new strategy has certainly attracted the right attention. I believe that these debranding strategies are being adopted as over time brands face the issue of maturity and they reach a point where they are so saturated in the market place, that people no longer recognise the brand as being cool, for a company such as Starbucks this is not a good position to be in.

Throughout 2012 I think we will see many companies experimenting with debranding strategies but the big question is will this be a winning strategy like it has for Starbucks or will this have a negative impact on brands that are so well recognised for their name as well as their logo. Watch this space..."

Facebook passes 900 million user mark!

Fri, 08 Jun 12 10:46:13 +0000

Toolbox Marketing's Lead Technical Developer, Robert Cullen, discusses Facebook's announcement on Monday that it has 901 million users, making it likely that it will pass the 1 billion mark well before the end of the year.

"Facebook receives 3.2 billion comments per day and 300 million new photos daily. The site also claims 125 billion friendships. Of the 901 million figure, 526 million were described as daily active users. Although such a high daily audience allows brands to market directly to its users, few shopping centres are making the most of their brand on Facebook. The question is, what are you doing to stand out from the crowd?"

To pin or not to pin?

Fri, 08 Jun 12 10:45:13 +0000

Toolbox Marketing Studio Manager, Kate Greenaway, expresses her view on Pinterest and whether 'to pin or not to pin'.

So who has joined up to the new craze, Pinterest? For all those who are not regular pinners, Pinterest is a virtual pin-board website integrating social photo sharing. This site allows the user to pin and manage photos collections and share with friends. I'm totally addicted and being a keen house renovator, I take full advantage to manage my online mood boards.

With 3.3 million registered users and growing fast, Pinterest is now joining the top social networking sites along with Facebook and Twitter. So how can Pinterest work for you as a business? Why not feature your own work, or share articles, ideas and inspiration around your business. With all social activity, interaction it is a must! So remember to reply to comments and posts to keep your followers p-interested.

Facebook captures Instagram

Fri, 08 Jun 12 10:44:04 +0000

On April 9, Facebook announced plans to acquire popular photo-sharing app Instagram for $1 billion. Instagram, which launched on Apple's iOS in 2010 as a way for people to add filters to their photos and then share them with other users, has 30m users worldwide.

Toolbox Marketing's Digital Marketing Manager, David Fuller, reflects on what affect this will have on the social networking giant's future growth:

"I believe what this shows is that Facebook is taking mobile applications and mobile photography very seriously. In the first quarter of 2012, mobile app usage has increased 20% and Facebook still see this area as a weakness of the platform."

Kingston First

Fri, 08 Jun 12 10:42:18 +0000

Michelle Daniels, UK Managing Director at Toolbox Marketing, reflects on latest developments with Kingstonfirst.

Toolbox Marketing has been appointed to work with Kingston's BID, Kingstonfirst, on an amazing programme of Olympic themed events and activities. Kingston is one of six London boroughs that will welcome the Olympic Cycling Road Race event this summer with 212 athletes competing. Residents and visitors alike are sure to be entertained, and not just during the event. Kingstonfirst and Toolbox Marketing have devised a number of other unique and engaging events and activities spanning a two-month period leading up to the Olympics to mark this significant occasion in Kingston's history.

Michelle Daniels, UK Managing Director at Toolbox Marketing says, "BIDs are an important element of town centres in the UK today, and recognising opportunities and maximising on them for the greater good of the business community is a key role of any BID. The Olympic Road Race is a great opportunity for Kingston to raise its profile to the wider catchment, whilst engaging both the business community and the local community to drive success for levy payers.

Kingstonfirst is a hugely proactive BID and we are both delighted and excited to be working with them on such a campaign. For us, it's not just about aligning events with Olympic activity, it's more about recognising the event as a platform to deliver positive interaction with target audiences, utilising a multi-channel approach in order to achieve real results for BID members."