For those of you who are neighbours you may have already spotted the new yellow dots in our windows, the new signage on our front door, and inside there are lots of other new additions. So if anyone’s coming in to see us soon, we’re looking forward to playing ‘spot the difference’!

Lightbulb is all about brands and, with that in mind, it’s fundamental that we get our own brand image right before we can advise our clients on theirs. A brand isn’t just a logo, it’s the entire experience and relationship that your customers have with you. So for us, it’s important that our offices communicate our values, our beliefs, our skills and our personality too.

Take a look at our Studio Gallery and get a sneak peek at the new decor.

We hope to see you very soon!

ideas@lightbulb-moment.com 

If you haven’t already heard, the law on website cookies is changing. A new initiative brought about by the Information Commissioners Office (ICO) means that you will need to make some changes to your website in order to comply with new cookie regulations. Here’s Lightbulbs jargon-free explanation of what is changing.

The Law on Cookies

As of May 26th this year, changes made to EU Law will effect how websites use cookies. This date is now looming and everyone is obliged to make the necessary changes. In a nutshell, the changes relate to the storage of cookies on your computer, and as of May 26th cookies cannot be stored without a users consent. As your web design agency we are here to help all our clients with these changes.

Why have these changes happened?

Mainly because of the small number of data companies who use cookie data inappropriately for intrusive marketing activity, which is just plain rude. So these few have spoilt it for the rest of us, frankly.

What is a cookie? (Not the chocolate chip variety)

Cookies are basically snippets of information relating to any web user, but in most cases this is just the IP address of the device you are using to view the internet and not personal details. This is sent by web servers (the IP address of the website you are viewing) to web browsers (such as Internet Explorer, Google Chrome, Firefox) where the information is stored.

It is then sent back to the web server each time you click to view another page on the website you are visiting. This enables the web server to identify and track the web browser you are using.

There are three main types of cookie:

1. Session Cookie - This just stores your information whilst you are viewing the website, and once you leave the site the cookie is deleted. An example of this is websites which feature shopping carts, so your chosen items remain in the cart until you finish browsing and leave the website, or when you pay for your items.
2. Persistent or Tracking Cookie - These cookies continue to store your information even after you have left the website, as seen on your most visited website list on your computer, or online banking websites.
3. Third Party Cookie - You’ll be familiar with these from sites such as Amazon which will not only remember you after storing your information, but can also suggest ‘items you might like’ based on the products you recently viewed or purchased.

How does this work with Google Analytics?

You may have already identified that this is going to cause a problem for those of you who are currently using Google Analytics to assess your website traffic. It has been suggested that we can expect only 10% of site visitors to accept the use of cookies, which will have a dramatic effect on the results tracked by Google Analytics. This is going to change the way we view this data and effect how valuable it is to companies.

“Cookies ultimately benefit the repeat site visitor. If websites are clear about the benefits, there should be little impact on the quality of analytics, and thus the customer experience.” Conrad Bennett, Webtrends. Via @TheDrum Magazine.

So, what are your options?

A. Well, you could choose to do nothing and see what happens. You would be breaking the law and you may run the risk of being caught out and heavily fined. Which nobody wants to risk.

B. Or the best thing to do would be to have your website audited to find out how you’re currently using cookies and therefore identify what you need to do to your website in order to comply with the new regulations. Click here to book your website audit by Lightbulb.

C. You will need to review your existing Privacy Policy to include a Cookie Policy which will detail where and why cookies are used on your site. The link to this policy should be clearly displayed on your website. If you don’t currently have one, you will need one writing and adding to your website.

Ultimately, to fully conform to the regulations you should implement a ‘Cookie Acceptor’ device on your website. The user must click a box to confirm that they are happy with this, before continuing to view your website. Why not visit Lightbulb’s website to see how this is currently working for us?

All websites are different, so please contact Lightbulb today to see how we can build a ‘Cookie Acceptor’ onto your website. Drop us an email to ideas@lightbulb-moment.com and one of the team will call you right back, or if you’d prefer to call the numbers are 01484 665 707.

If you’d like to continue reading about Cookies, there’s a very useful and in-depth article on The Guardian website which you can view here. And for those of you who want the nitty gritty detail please feel free to read through the official documentation from the ICO.

Our project began with a brand design overhaul of their existing logo, which was developed into a more contemporary design to support the brand’s identity and personality. Straight off the back of this we were asked to design their website which is the main profit-centre of the business, therefore both design and functionality were key. The result – a stunning website which showcased the new brand design beautifully and worked hard to generate visitors and therefore sales.

Without sounding like we’re blowing our own trumpet – ok we are kind of – nevertheless we’re pleased to say that we’ve won further client projects off the back of our work for Rated Places, which makes us a very happy brand design agency.

If you’d like to hear more or see further examples of our branding and web design projects please email us on ideas@lightbulb-moment.com and one of the team will call you back. Or you might want to call us on 01484 665 707 – we look forward to hearing from you.

1. Keep in touch with your existing customers
Sometimes in business, we get so wrapped up in looking for new customers that we forget our existing ones. If you’re not keeping in touch with your customers you might be missing out on repeat business. Remember, it’s far easier to build up loyalty with your existing customers who already know you and your products, than to convince a new customer to buy from you.

A carefully designed and targeted email marketing campaign can reach your existing database of customers at a much lower cost than traditional marketing methods, and what’s more, the ROI for email marketing is astonishing. Email marketing is a powerful and cost effective addition to your overall online marketing strategy; it will build on the relationship with your existing customers and work hard at gaining you repeat business. Rewarding your loyal and valued customers always pays.

2. Make sure your website is working hard for your business
The purpose of any business website should be to create a profit centre that drives interest and generates enquiries – which will, in turn, generate sales. Combining a vibrant website design with interactive elements both attracts valuable new business and helps you engage with your existing loyal customers. Robust, dynamic and up-to-date content that showcases your business and promotes its services or products is now a commercial expectation.

Websites are no longer just a must have presence online – they are sophisticated and versatile business tools. A well designed, maintained and content managed website can deliver real benefits to your business. They are interactive, informative, and actively sell your business to your market.

3. Optimise your website for the search engines
Let’s face it, you could have the most dazzling website design in the world, but it won’t do you any good unless people can find it. Having a website is like having ten thousand brochures printing and storing them in your garage. For your website to work hard for your business, it has to be found by the online search engines.

Make sure you feed the search engines with information about your website in order to help potential customers find you. Increased visibility in the search engines, coupled with a vibrant website design can generate enquiries, increase sales and ultimately grow your business.

4. Engage in business networking groups
Networking i a great way to generate business leads, especially for those of you in the B2B market. Remember that it might not bring in sales instantly, but by getting your brand out there and showcasing your expertise you are encouraging recommendations and referrals through the people you connect with.

Bear in mind that active selling at networking events is not the way to go. Instead offer your help and advice to those you meet, and in time you will be the ‘go-to’ person for whoever may need your products or services.

5. Devise a social media strategy
What are your social media objectives? Identify them and have them in mind when you’re interacting with your customers online. Social Media is a great way to promote feedback from your customers, encourage repeat business and build your brand reputation online.

Improve your website search engine ranking and remain at the front of your customer’s minds by integrating Social Media with your website, and embracing this rapidly growing online marketing tool. Ensure that your Social Media Strategy keeps your online marketing on track, on brand and ultimately delivering your objectives.

If you need Lightbulb’s help to implement any of these marketing tips for your business, why not drop us an email to ideas@lightbulb-moment.com to request a call back. You might want to follow us on Twitter too for more useful brand design information.

Without sounding all doom and gloom about the dreaded R* word, we completely appreciate that for many people brand design, marketing tools and advertising can be the first things to be sacrificed when times are tough. Hopefully with a bit more information on what brand design can do to support your business, and how it can be measured, we can help you to put your faith in brand design.

In a recent article by the Design Council, they clearly defined different methods of measuring the ROI of design and identified two categories;

1. Hard Return: Definable measures such as sales, footfall or market share.
2. Soft Return: Defined by brand awareness, public perception, brand communications and even staff morale.

Often we find that investment in design brings about a combination of two types of impact, both of which help to support investment in design.

Let’s look at a couple of examples of Lightbulb’s Brand Design work and how it works for our clients;

Brighter Connections: After a three-way pitch with other Design Agencies, Lightbulb were pleased to win the business from Brighter Connections, An I.T. hardware company based in Huddersfield. We worked closely with them over a period of months to develop their brand image, and also design and build a fully content-managed website. With a strong brand image to stand behind and be proud of, and with smart, on-brand communications, the company continued to grow, developing successful partnerships with industry leaders such as Microsoft, HP and Cisco. Two years later and the company are expanding again having moved to new, improved premises and continue to grow year on year in terms of measurable sales and brand awareness within their industry sector.

The George Hotel: Our relationship with George began with a web design project which moved the brand on and presented the hotel in a more ‘Boutique’ light. We then explored how we could promote this stunning venue and market the hotel within the hospitality sector. The answer of course was video. After creating a beautiful promotional video which showcases the hotel in all its glory, we created an ongoing email campaign to promote it to the hotel’s target market. Of the 943 recipients who opened the email campaign, 177 clicked through to watch the video on the website, and many reservations were made that same day as a direct result of seeing the video.

Measuring the impact of design and ROI can be tricky, which is why we tend to review the success of our brand design work on an individual project basis. We like to start all our design projects with a Spotlight session, which allows us to get-to-grips with our client’s business objectives before we can recommend design solutions. In the latest edition of design industry magazine The Drum we read, “Design can always be measured…Even the most stunning piece of creative is born from an objective and a thought process by which it can be measured.”

If you’re thinking about investing in design for your business why not contact Lightbulb to begin your project with a Spotlight session? Let’s get those business objectives mapped out, so in the long-run you will be able to see the impact that design has had on your business. Drop an email to ideas@lightbulb-moment.com for a complimentary call back, and have a chat with one of the team about our brand design solutions.

*Recession!

Amy here at Lightbulb was busy networking at the event, popping in for a seminar with Google, rubbing shoulders with infamous business royalty and taking in all the fabulous presentations at the exhibition stands.

We certainly picked up on the strong focus on the importance of mobile web. During the seminar with Richard Robinson of Google, he kindly confirmed our suspicion that mobile compatibility is high on the list of priorities for brands. In fact, who’d even dream of launching a product now unless it’s compatible with mobile! Interestingly, only 15% of UK companies have a mobile website. Considering mobile web access is due to overtake desktop usage by 2014, that’s a huge amount of businesses who are missing a trick.

Richard also spoke of the importance of video,

“Having a video makes your customers twice as likely to buy from you, in comparison to just text on a page.”

We too think this is key to modern business and have been exploring the benefits of video for our clients for some time now. We like to keep our eye on the trends!

We got chatting to fellow design agencies, as well as event companies, insurance companies, IT companies, UKTI, and more. Amy even managed to have a quick glass of champagne with Ken Brook-Chrispin (the CEO of Seabrooks crisps) as well as squeezing in a tweet up – finally putting faces to names of many people we’ve been chatting to on Twitter for some time. ( Nice to see you all folks!)

It was great to be in the company of such driven, enthusiastic and successful business people. Lightbulb are feeling revitalised and proud to be part of The Yorkshire Mafia group. We’re a force to be reckoned with!

Contact Lightbulb to talk mobile web and video – we may just make you an offer you can’t refuse!

You can take a look at our email newsletter here, and if you missed out on this one why not subscribe to our mailing list by entering your email address in the box on the top right of our homepage, and we’ll make sure you get the next one!

In between our email newsletters you can keep up with all our latest projects, news and technical geeky findings on our Facebook and Twitter.

HVD fonts have just released the same family in italics and naturally we’re quite excited about it all. If you know us by now you’ll know that we’re all a little obsessed with typography. Only the nice ones though.

We especially love Pluto – what do you think? Tell us on Twitter…@LightbulbDesign

This has been an interesting read for us this week, as spotted on this blog. It’s a new campaign commissioned by The British Transport Police  (BTP) currently running in the London Underground. The aim of the campaign is to warn people of pickpockets in this area and provide advice on spotting a pickpocket. It also features a nifty QR Code in the bottom right corner, which we’re all pretty familiar with nowadays.

But, and it’s a big but, everything about the campaign is at odds with its aim. Here’s the nitty gritty as to why the concept  and the technology behind this campaign just doesn’t seem to work.

Unable to View Media.
After the user has scanned the QR Code from the advert (which works perfectly), they are directed to the BTP’s mobile site which isn’t the best example of a mobile website. It doesn’t seem to have been specifically designed for mobiles, and we can’t see any evidence of testing across the different mobile platforms. And here’s the main issue, all their content is displayed in a number of videos. Yes, video – mobile device – see what we’re getting at? Despite the fact the videos are well produced, the content is totally unsuitable for viewing on a mobile device. Fail.

Call to Action.
This is the second fail of the campaign, after being directed onto the mobile site and having unsuccessfully accessed the many videos, you may want to call the numbers available on there to report a crime. But unfortunately, the numbers aren’t clickable so you’ll need to find a pen! This isn’t ideal for any mobile site. Even more so if you’re the Police. Fail.

All in all, a nice idea, but poorly executed. And we’d like to end this blog post on one last oversight with this campaign. Despite the fact the key message is to hide valuable objects from potential pickpockets, it’s not exactly ideal that the BTP are encouraging people to whip out their smart phones in the middle of the London underground and start scanning QR Codes. Didn’t think about that did they? Fail.

Keep up to date with more of Lightbulb’s musings, research and geeky findings by following us on Twitter – @LightbulbDesign.

There’s been a huge transition in the way Social Media is used in the world of marketing and advertising, since Twitter has sold two years worth of old Tweets to Datasift, a marketing data firm. The information will be sold to their clients in the same way databases are purchased – for marketing purposes. It will be analysed to gain information about users, products, brands and trends; allowing companies to target their market more successfully, and faster.

As Social Media is now a huge online marketing platform, there’s no surprise that over 1,000 other businesses are on the waiting list to purchase data from Twitter. And for those of you who aren’t comfortable with your Tweets being sold at auction, you might want to consider deleting old posts. The good news is, no private conversations or deleted Tweets have been, or will be collected.

As yet Twitter have failed to provide a response, but it’s safe to say that as Social Media continues to grow, we may be faced with similar topics in the future. Lightbulb will keep you posted! If you’re thinking about using Social Media for your business, why not visit our Social Media page for further information, or drop us an email to ideas@lightbulb-moment.com