Agency Credentials

Better?

Contents
Introduction: Our Approach Our Agency Case Studies: For Dummies Linda McCartney Simon & Schuster Adult Learners Week Yamaha Our Clients

The two words information and communication are often used interchangeably, but they signify quite different things. Information is giving out; communication is getting through. Sydney J. Harris

Our Approach
Where is everybody?
The communication opportunities of today are as good as they are bad. The customer is now in control and dictates to the brand the time and the place for communicating. There are more communication channels involved in motivating a customer, but this increase provides greater choice and presents marketers with more challenges. People are entertained over the Internet, talk using text and hold meetings via email. Are televisions, landlines and face-to-face meetings a thing of the past? Is traditional media doomed? The answer is no, but what is clear is that people have a choice and make their choice in relation to their lifestyle and how informed they choose to be.

What is the impact?

The 2005 Consumer Email Study showed that when asked what they would like email to replace, 54% said telemarketing, 45% said in-person sales and 40% said direct mail to postal address. An additional third (33%) of respondents would like to see email replacing retail offers and coupons, and 28% said bills or statements. A new approach to communication is needed. Creatives should no longer focus on interruption but on engagement, where media selection is based more on the customers need rather than the brands comfort zone. Engagement delivers long-term customer relationships through the provision of informed and valued dialogue. Brands have historically used media to show the customer a better way by becoming part of the brands community; today brands strive to become a valued part of the customers community. Todays customer wants to feel engaged, empowered and informed. Communications now need to stimulate, include and provide the environment to achieve these relationship dialogue moments. Traditional and new media now work together and often have new and challenging roles in a campaign.

Our Approach
Where does Silver Chair fit in?
Its all about their needs. We love the new customer relationship opportunities that media presents to brands today. Customers are no longer gained by the biggest or the loudest voice, but by understanding and caring. Brow beating a customer into submission to buy your brand is an expensive and short-term gain. Silver Chair is all about ensuring you understand the customer and communicate how much better you understand them than other brands. Our approach is to engage and involve the customer, communicating with the them over long periods. We ensure the communication is focused on them and relevant to them at all times. It really is all about their needs.

What can Silver Chair do for me?

Our integrated customer focused approach rolls across todays media landscape, providing our clients with one agency for one campaign. Through our full-service network we ensure our client is involved at a strategic and creative level, rather than them ensuring a multitude of agencies are kept up to speed. Innovation and creativity is part of our service. Our work is developed with a collaborative approach that maximises todays communication opportunities. Media planners work with creatives, strategists work with operations and all work with the client. This inclusive approach ensures our clients communications are engaging, connecting and customer developing.

Our Agency
Silver Chair is an integrated creative agency that provides cross media communication solutions. We work with a number of leading brands including tic tac, Viacom, Yamaha, Honeywell, Linda McCartney, Sennheiser and Fuji Film. Our team is experienced in all agency disciplines and our approach is results driven.

We have an international creative team with experience in all media channels from online advertising to direct mail. Our clients utilise our creativity whether it be from driving in store traffic to delivering online customer relationship tools.

Our people are creatives, planners, developers and designers. Here is how they see themselves.

Our Solutions

Virals

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PR

Retail
Events

Direct Mail Press Ads

Outdoor

n io at gr te In
tiv a re C

Websites
Mobile

Branding

Animation

Online Ads
Emailers

Blogs

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n & de v elo p m e nt c du o Pr

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Pla n nin g &

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Case Studies

Product
Custom Publishing Solution

Overview
The worlds largest knowledge brand wanted to grow their market share in custom publishing, through strategic partnering with corporate marketers and advertising agencies.

Challenge
To re-position a successful consumer knowledge brand as a strategic B2B publishing partner.

The Idea of our work

To emphasise the product sales and partnership opportunity presented by the custom publishing solution we recreated the Lord Kitchener war cry into a call to action. The Your Product Needs Me strategy was developed and executed over an integrated B2B campaign.

Media
DM, Press Ads, Web and Exhibition materials.

Results
Web site traffic resulted in a 12% interest registration rate. Response rate to the campaign increased on previous campaigns to 4.8%. A new business pipeline rate was increased by 16% on previous campaigns.

Dummies

For

1: Direct Mail

2: Microsite

3: Website

Simon & Schuster

Product
Paula Radcliffe Autobiography

Overview
One of the UKs leading sports personalities wanted to maximise the launch of their new book around a key event The Great North Run.

Challenge
To create a powerful and engaging campaign that would connect with the book buying/sport enthusiasts across a variety of media.

The Idea of our work

To bring to life the race moment. We developed a creative that enhanced the race experience for both the runner and the audience. Paula Radcliffe is a brand that the public has a high emotional regard for and we developed the campaign creatives to project the feel of willing Paula to win and the emotions Paula experiences during her career.

Media
Outdoor Advertising, Online Advertising, Direct Mail, Outdoor and Event Promotions.

Results
Web site traffic increased by over 22% during the campaign period. Week 1 in store book sales were up by 3%.

1: Outdoor

2: Banners

3: outdoor

Product
Non-meat Foods

Overview
Re-launch of one of the worlds leading non-meat food brands.

Challenge
To develop a digital strategy and a number of platforms to deliver brand values, grow awareness and drive customer dialogue.

The Idea of our work

To develop a digital brand strategy that excited the consumer with content and functionality, whilst maintaining the wholesome and natural values of the brand. We created a spoof band website to support their national tour, developed digital brand kiosks for customers to interact with on the tour and are developing the a brand showcase website and a community platform to include the customer in the communications process.

Media
Online, email and event kiosks.

Results
Results are not available at this point.

Linda McCartney

2: Website

1: Microsite

3: Event

Adult Learners Week

Service
Adult Learners Week

Overview
Adult Learners Week is the UKs largest celebration of learning. It promotes education and training for adults, provides access to information and guidance, motivates more and different adults to participate in learning and celebrates the learning achievements of adults.

Challenge
To create an accessible and inclusive modern learning brand that would engage and inspire learners, educators and partners.

The Idea of our work

To energise adult learning and remove the barriers people feel when faced with learning challenges in later life. We developed the campaign tagline Join Our Journey to project the opportunities achieved through learning and that it is something that is achieved through a supportive network. The campaign then introduced learning success stories through the inclusion of learning award winners and their own personal story.

Media
Press Advertising, Online Advertising, Direct Mail, Web site, Email Marketing, Radio Advertising, Posters and Event Promotions.

Results
Results are not available at this time.

1: Poster

2: Website

3: Email

Yamaha
Product
YSP Digital Sound Projector

Overview
Home cinema provide the highest growth area in the A/V market. Yamaha have developed a revolutionary new home cinema sound product called the YSP, which uniquely provides surround sound from one unit.

Challenge
To launch a new technology from a specialist brand in a highly competitive market.

The Idea of our work

To revitalise the 150-year brand value of Yamahas leadership in sound and position the technology to appeal to style lead consumers. The hearing is believing strategy was developed and executed over an integrated consumer and trade campaign.

Media
POS, DM, Press Ads, Web, Product Literature, Event materials and Exhibition graphics .

Results
Web traffic increased by 300% during the campaign. Response rate to the campaign increased by 4%. Market share increased 14% in established products. The product was critically acclaimed by specialist press,

and won over 5 awards including What Hi-Fi product of the year.

1: Direct Mail

2: Press

3: Packaging

Our Clients

A very large thank you for a job done extremely well. I knew I could count on you to make this campaign a success! I look forward to working with you on more campaigns in the future. (And, most importantly, to the fun of working together of course!)
Laura Friedman, VP, Financial Times Knowledge.

Yamaha has introduced a true technological breakthrough with our digital sound projector and we have been impressed with Silver Chairs approach to the communication strategy for such a leading edge product
Jeremy Curtis, Sales & Marketing Manager, Yamaha Electronics UK.

The Minority Business Network provides a range of services to a vital part of the business community. Silver Chair was briefed to produce a campaign that is eye-catching, with wide ethnic appeal. The brand and campaign tools provided have been met with a very positive response and have been successfully implemented in a number of new initiatives.
Cline Powell, Account Manager Marketing, Business Link.

Client Quotes

You need your marketing dollars to work harder for you, to generate new leads, seek out new customers and drive sales. Silver Chair does all this and more. They are the full-service, professional organisation that understands your needs and your markets. Simply put, they are the answer to your every marketing need.
Lenny Friedman VP Global DM & E-Commerce, Jossey-Bass Publishers.

The team at Silver Chair are an inspiration to work with. They are highly creative, passionate and add clear strategic value to all projects.
Michelle Long Director P&T Marketing John Wiley & Sons.

My hat truly goes off to the team at Silver Chair who all put in long hours and made this huge undertaking seem effortless.
Adam Davids Manager Financial Services, Intellexis plc.

Client Quotes

Everything can be bettered...

Hertfordshire Office 27 Queensway Hemel Hempstead Hertfordshire HP1 1LS

London Office 14-18 Old Street London EC1V 9BH

Tel: +44 (0)1442 400612 Email: info@silverchair.co.uk www.silverchair.co.uk