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We’ve all heard the phrase one-stop…. Does it work for Trades based businesses?

4 February 2024 Stuart Nimmo Garments and Apparel Marketing Print based marketing Trades Print , , , , , , ,

Savvy Trades have come to discover that building a recognisable brand and having values to it, which reflect who and what you do can help achieve more in business.

Over the last few years, we’ve worked with multi-faceted construction businesses, one-man plumbers, country-wide gas and plumbing engineers, groundsmen and landscapers. What rings true is when they take their identity and use it to not just deliver the basics but tie the visuals and communications together.

HAD-Print – understanding your needs…

It often starts with workwear, which has numerous benefits, and promotion, builds awareness of who and what you do. With customers, it also sets a tone of professionalism with a standard of apparel that reflects the business. As one trades business said to us, “We even get sub-contractors wearing our kit, and then they take ownership of the job they are doing”. Customer expectations have shifted with the rising cost of everything, and labour charges reflect this, equally, customers do expect to see professionalism and presentation. We have a wide range of workwear, from high visibility through to thermal protection

Building on professionalism; Regulatory requirements also mean that ownership of site health and safety can mean localising to make it relevant. Here at HAD-Print, we are well aware of the requirements to produce compliance (Health and Safety (Safety Signs and Signals Regulations) 1996). We have access to a library of standard Prohibition, Warning, Mandatory and Safe condition signs. So, site access boards combined with your branding and office details and relevant site marshals can be developed appropriately.

Over the years, we have been well aware that project sign-off, and authority to proceed following inspections all require necessary paperwork with signatures. Whilst digital technologies might provide some solutions in certain parts of the construction trade, the need for a physical document is the benchmark which provides the authority and sign-off on the job. We have a wealth of experience with No Carbon Required (NCR) sets providing duplicate and triplicate. Plus, we know what you expect to make them hardwearing on site.

More than just print – relevant marketing

Whilst every business runs social channels and other marketing, people still like people and referral is the strongest. Referral cards and business cards are probably key items. We do get asked for a bit more. One Gas and Plumbing business, left it late to ask us, can we do some flyers for an event… yes is the answer. However, what the owner wanted to develop the business into was maximising some of their recently high-value bathroom work. When running a team of lads, sometimes you just don’t get pictures of work done, equally pictures which sell. Thankfully through our connections, we were able to source the right pictures to meet the aspirations and benchmarks of the business. Combined with some careful copywriting finished flyers were artwork approved, printed and in the hands of Ben within 36 hours of the request.

Another top reason for using HAD-Print for your trade business, is we know/understand you (we’ve grown up with mates and friends in the trades); we can reflect this in any branding work. Make sure it will work across workwear, van graphics, site boards, traditional print and also into your socials. What makes it different, unlike “creative designers” that be architects and interior designers to you as a tradesperson, we suggest functional designs which work across multiple print and production methods. Plus, in our approach of being honest, like yourselves, we know how to bring it in on budget, plus our range of knowledge allows us to specify more efficiently.

Truly unique print…. That’s what we do.

14 October 2023 Stuart Nimmo How we do it Marketing Our ethos Print based marketing Print in the marketing toolbox No Comments

Bold statement, in an age of internet portals which deliver faceless, no support, and only transactional engagements. We exist to deliver customer service, and understanding with a blend of experience, values and pukka print.

We love working with people who have value sets similar to ours. Understand why a working relationship of understanding, and appreciation of the “craft” delivers not just a product, but something which will deliver above and beyond.

The Renaissance is just around the corner. Seriously we know this. No bullshit here. We talk to more and more people in marketing, and business, who are starting to question “the new norm”. The environment we have existed in, socially, politically and commercially has allowed “buzz fads” to lead and not be accountable. So, to some, it is just the bottom line, to the savvy it’s the return on investment.

Speed seems to have overtaken everything, instant gratification, quick fix and hit. However, can you remember, take in, and absorb important information in this environment? This has been echoed in two conversations recently

Chief Operating Executive and trustees at a board meeting (this was feedback to me by a trustee). “We are struggling to get engagement; we are getting less, and less event sign-ups. It takes more work to get people involved.” The trustee then asked the question around the “how” to the answer was “email shots, website portal entries, professional social media etc” The trustee then said, “Have you thought about targeted physical mail?” Yes, he’s a friend of ours and knows what we can do.

Another interesting conversation from a Marketing Executive who we know well “We’ve not been looking at the metrics, my manager/business isn’t bothered”

If you aren’t looking at the performance how do you know you are getting the results?

If you were in the Maclaren team, data, stats, and break-down analysis are key to tweak, change and develop. So, does this explain why this country’s growth is so stunted at the moment? Existing, rather than the desire to achieve? The definition of insanity is doing the same and expecting different results.

Thursday evening was a night out at Wilsons Republic (WR10 event), which is a creative community gathering in Huddersfield. The biggest learning from the event was the freedom of creativity. This freedom in creativity allows for the opportunity to “break the rules”, and to do something different, which is key to making an impact. Both the speakers; Dani Molyneux from Dotto and Tony Brook from Spin both ably demonstrated this break the rules and start the creativity. What was also very apparent, was that both them as skilled practitioners could transcribe this creativity into very reproducible work, or very print-savvy. Something which fresh, younger designers struggle to make happen.

Both of the above designers illustrated beautifully the impact which good design, which was considered for the mediums they were working with could truly deliver. This was backed up in conversation with Graphic Designers who knew about print, however, didn’t practise or promote print (we did talk to some who do print). The design process is all about creating an experience, helping marketers craft the journey, utilisation of different mediums is essential – both physical and digital.

We believe that the right piece of physical marketing or print can go a long way in moving on a customer journey. Everyday mundane, really doesn’t kick it now. Here are our headlines to making it work…

–           Be creative, challenge your audience, and thus be rememberable.
–           Structure and performance before making it look pretty – simple is sometimes best.
–           Be tactile and use different textures, paper has a huge range of textures.
–           Finishing and presentation, use folds in different ways, look to use different shapes of collateral.
–           Linked into the customer journey, what is the next action you want the customer/reader to do?
–           Make people talk about it.

So, if you want to be in the next wave of marketing, perhaps it’s time to revisit the “marketing mix” as we used to call it. Or the “marketing toolbox”, remember one tool doesn’t do every job.

The team at HAD-Print has over 70 years of experience between us. Ranging from magazine production, book production, commercial print, marketing agency and a lot of hands-on print experience. Harnessing digital print technologies with a wealth of experience brings a unique.

So, are you brave? Or are you mundane?

I’d hazard a guess you’re mundane, so don’t do any action after reading this.

If you’re ballsy, brave, an agent provocateur, leader in what you do – really simply talk to us.

Valentine’s Marketing…

31 December 2022 Stuart Nimmo Marketing Print based marketing

Valentines is a great opportunity to increase brand awareness and encourage sales and bookings here are some marketing ideas for every business type…

Whether you view Valentine’s Day as a romantic celebration of love and the perfect opportunity to express your feelings for your other half, or you think it’s a commercial event whereby any sense of meaning is killed by a sense of obligation, it is well and truly rooted in our culture (having been around since the 5th Century), it’s here to stay.

Love it or loathe it, here in the UK we will collectively spend £1.5 billion on Valentine’s Day. So, getting on board with Valentine’s Day marketing should be an opportunity you shouldn’t miss.

Valentine’s Day Promotions help boost your business

We all know that florists are probably the prime candidate for maximising their earnings from this day. However, there are plenty of other opportunities. If you are in hospitality forward planning your romantic valentine’s package is essential to maximising your earnings in this traditionally quiet period. Regardless of the business type, you can exploit this annual celebration like a chocolatier packaging their goodies in suitable red heart-adorned boxes.

Whether you wish to promote a product or service, or both, you can align this to Valentine’s Day theme by simply telling your customers you want to ‘show them a little love this Valentine’s Day’ with an offer on products and/or services.

A passionate approach doesn’t have to be between the customer and their respective other, it can be a nice gesture from you to them, keeping it professional and in line with your business messages.

It’s a great opportunity to promote couples’ packages for your services, whether it’s a couple’s massage, couples gym membership, Personal Trainer package or a 2-4-1 offer on a service you offer.

You might consider posting a small gift voucher to existing clients as a thank-you for their loyalty. Direct Mail marketing is very personal and connects your customer with you in a different way than online marketing. Something like a simple money-off voucher can encourage bookings during quiet winter months. Just make sure you specify if the voucher is to be redeemed by a certain time or whether there is a minimum spend. And remember, customers will almost always spend more than the value of the voucher, so you can see a big profit from a small gesture.

Need ideas for Valentine’s Day marketing?

You may feel that Valentine’s Day is corny to implement into your marketing strategy. However, where there’s a will there’s a way! It doesn’t matter what your business type is, being creative with Valentine’s Day marketing ideas and tweaking them to your business, you can get in on the action and capitalise on the 14th of February. Remember, marketing is about making a connection with your customers on a personal level, making them a mile and engage with you.

So, perhaps you own a dog grooming salon. The love that customers have for their dogs is just as real (and often as strong) as the love we have for our other halves, so why wouldn’t they want to show passion for their pup? Create a fun social media posting asking people to share stories about their pets and their first love, or in the lead up to Valentine’s Day ask your customers to send in pictures of their dogs tying in with a small prize draw for goodies will work as well. Great PR opportunity when they collect.

Traditionally, Valentine’s Day has been all about couples, pairs, and twosomes, so why not promote a buy-one-get-one-free, or buy-one-get-one-half-price offer for that special day of the week? Whether you sell building supplies or candles, an offer like this is super simple to implement and allows you to use Valentine’s Day as a marketing tool.

The loved link is an easy one to make as it’s not just people or pets that steal our hearts. It’s special places, hobbies, our homes and cars, and even food!

So, whether you work in travel or the trades, all you need to do is ask yourself ‘what matters to my customers? What do they love? What is their passion? Once you figure that out, creating a Valentine’s Day marketing campaign that comes from the heart, will be easy!

Need some ideas – see this blog…. https://www.had-print.co.uk/blog/?p=198
Or give us a call for more ideas of how to integrate print into your Valentine’s marketing plan.

Valentine’s Day Marketing Ideas for the not-so-romantically attached. 

Heart-shaped paraphernalia and romantic declarations of love are not for everyone.  

You can still capitalise on the love-lust day by thinking outside the box with Valentine’s Day promotion ideas that celebrate the joy of the individual!

Make your customers indulge in self-care and celebrate the importance of loving the ‘one and only you’ or quote Rupaul “If you can’t love yourself then who can you love?”. So, self-care and self-love are just as important. Whether beauty treatments, new clothes or opportunities for self-improvement, they all fit.

How do I plan a budget for Valentine’s Day Marketing?

Depending upon business type, it can be simple gift voucher printing or, if Valentine’s Day is a holiday your industry tends to significantly benefit from (card/gift shops, hospitality/restaurants or spa/beauty), you may want to go all out with a campaign that takes a little more of your budgets, such as having special menus, small gift packages or stunning POS graphics. The beauty is – it’s an annual event, so carefully planned out their re-use potential is there, so almost future proof!

Now is such an important time for moderation, being flash doesn’t inspire so don’t get carried away, so ensure you consider your budget, and estimated return on investment. Make sure it is relevant events throughout the year. 

However, you engage or celebrate Valentine’s Day, whether you agree, disagree, like or dislike it, it presents a good opportunity to engage, and connect with your customers. Showing a little love goes a long way to building effective relationships and brand loyalty. After all, if your competitors are sharing the love, is it time you did? 



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