Digital Marketing and Brexit



Data protection – if you are gdpr compliant your are almost OK

Make sure you are able to get data from EU

Check your providers if they are EU based eg Ireland




Customs declarations




Day one easements

  • Transitional simplified procedures
  • Intermediatetd liability
  • Guarantee relaxations
  • Entry summary declarations for imports




Declerations to be prelogded




An EORI number – which stands for an Economic Operator Registration and Identification Number – is a unique ID code used to track and register customs information in the EU.


An EORI number is not the same as a VAT number. However, if you’re VAT registered, they are linked. When you apply for an EORI number as a VAT registered business HMRC will link all your imports to your VAT number.


Exit summary declaration

If an export declaration or a transit declaration containing safety and security data has not been submitted for goods exiting the EU, an electronic exit summary declaration (IE615) is to be submitted to Customs for the goods.


The responsibility for submitting an exit summary declaration lies with the transport company, which has drafted the transport agreement and which transports the goods out of the Union.


Safety and security data must be submitted for goods exiting the EU prior to their departure from the Union.


The declaration is submitted when goods physically exit the EU territory by road and by rail.

The declaration is submitted for goods exiting by air or sea when the goods are loaded on board a craft, which transports them outside the EU.

An exit summary declaration is required at a place of exit in Finland when goods are sent from Norway via Finland to a non-EU territory, for example Russia.




Export Control System

The Export Control System (ECS) is the EU system for the control of indirect exports, such as export consignments declared for export at a location in one member state that then exit the EU via another member state.



UK to remain in Common Transit Convention after Brexit

Continued membership of the convention will ensure simplified cross-border trade for UK businesses exporting their goods.



Customs Special Procedures for the Union Customs Code



Paying VAT on imports, acquisitions and purchases from abroad

If you import, acquire or buy goods or services from abroad you may have to pay VAT or account for it under the reverse charge procedure.







HMRC has today set out an extension of Transitional Simplified Procedures (TSP) which includes:

  • an extension of the date when the first supplementary customs declarations must be submitted, and any import duties must be paid, to 4 October 2019, with subsequent declarations submitted monthly.
  • making TSP available for any port or airport where goods are being brought in from the EU. HMRC will continue to work with stakeholders on TSP implementation, recognising that circumstances will be different from port to port.
  • giving importing businesses until 30 September 2019 to provide a guarantee that is required to cover any customs duties that they wish to defer. This will apply for all importers, not just those who have registered for TSP.

The full news article is available here: https://www.gov.uk/government/news/hmrc-outlines-extension-of-transitional-simplified-procedures

Also published is further guidance on making declarations for TSP: https://www.gov.uk/guidance/making-declarations-using-transitional-simplified-procedures






Trade Barriers


Temporary tariff regime for no deal Brexit published

Government has published details of the UK’s temporary tariff regime for no deal, designed to minimise costs to business and consumers while protecting vulnerable industries.



An update on existing trade agreements if the UK leaves the EU without a deal

An update on existing trade agreements if the UK leaves the EU without a deal.




Unilateral free trade simply means that one country reduces its import restrictions without any formal agreement for reciprocation from its trade partners.


The Agreement on Government Procurement is a plurilateral agreement under the auspices of the World Trade Organization which regulates the procurement of goods and services by the public authorities of the parties to the agreement, based on the principles of openness, transparency and non-discrimination.


The UK’s trade remedies investigations process

Trade remedies help protect UK businesses against unfair trading practices and unforeseen surges in imports. These usually take the form of additional duties on those imports.

The Trade Remedies Investigations Directorate (TRID) will investigate if new anti-dumping or anti-subsidy measures are needed to counteract unfair trading practices. TRID will also investigate if safeguard measures are needed to counteract unforeseen surges in imports which risk damaging UK businesses.




Commodity code



Increase sales by Digital Marketing

Do some marketing every day




Audience – Who are you selling to?



Boast – What are you saying to them?

What are their problems


Channel – How are you getting that message across?




Who – are you?


What – do you do?


Why – should I care?
(WIIFM) What’s In It For Me

WIIFM is the stuff that shows how or why what you have to sell or say matters to those who you are trying to sell or say it too. It’s the value proposition, the thing that makes them realize that what you’re offering is worth their money or their time.




Are you consistent?

Are you useful?

Are your profiles complete?

Are you using hootsuite.com (or similar) ?


B2B is possible but difficult in FB

IN is best fit for B2B but IN is becoming like FB recently




AIDA – Attention, Interest, Desire, Action


Speak to the client – use you

Get testimonials – lots of them

Capture data

Write blogs and case studies

Answer questions

Use social media (especially video)



Don’t start with we, start with your audience


Make it easy for people to get in touch




Say what? So what?

WIIFM? How can you help me?

Tell me I’m special, please!


Don’t we all over your message!


Everyone buys something for a reason

Usually these reasons are hidden


A lot of people buy things for feelings


When is the last time you got a thank you card for purchasing something?


Go the extra mile

Do something extra, little things…

You just need to be a little better than your competitors.




Never compete on price – race to bottom

Review your prices every 6 months


High price strategies

Do you have payment options?

Have you got a guarantee?


Price is not the issue

Value is key


Premium products?

Add instant profits

Upsells, upgrade


Payment options?




Affiliate marketing


Articles in other magazines

Asking existing clients for referrals

Auto responders


Banner retargeting


Blogs others


Business cards

CRM / Database

Direct mail

Discussion groups



Facebook organic

Facebook ppc

Four square

Google PPC


Leaflet drops

Letter campaigns

Linkedin organic

Linkedin ads

Local magazines

Local papers

Joint ventures


Newsletters printed

Newsletters email




PR articles

Premium products

Promotional clothing

Promotional other cards, pens etc


Roller banners




Squeeze pages

Strategic partners




Testimonials video






Walk-ins cold!



Yellow pages or similar





Are you using a CRM?

And, if not, why not?


How often do you contact client and connections?


When you sell a business, it is the database that is worth the money




How to get a referral:



Or, offer an incentive

Give something back




Get good sleep

Eat properly

Exercise regularly




Every Day

  • Social media, TW, FB etc
  • List building or updating your database


Every week

  • Email writing, newsletter
  • Blog writing
  • Gather testimonials, talk to clients, get feedback


Every month

  • Planning marketing campaign, working out how to reach and contact your target market
  • Referral gathering, asking your clients for introductions into other clients


Every Quarter

  • Review success and failure over the last quarter
  • Adjust what didn’t work , do more of what did
  • Plan the next quarter, what markets, products are you going to target?


Recording short videos for ecommerce



  • Communicates some things better
  • Preferred by some people over reading
  • Liked by google
  • Can be viewed on many devices including TV
  • Can be published on your site and many other platforms
  • Video is a persuasive medium




  • Location
  • Process – timelapse
  • Brand story
  • Show the person/people
  • Show/demo the product
  • Event
  • Customer/product support
  • Testimonials
    • Social proof, reviews
    • Easy to buy fake reviews
    • How do we know its not fake? Video reviews
  • Promotional / advert




  • Keep your hands close to your body for less shaking
  • Don’t jump into the video without thinking about it
  • You need to slow down
  • Tripod slows you down, frees your hands




  • Half of the video is sound: microphone




  • Cut away
    • You can paste different videos on a main video (eg an interview)
    • You can also use photos as well. You can zoom in photos to give it a motion
    • You can cut away to photos




  • Brand story can be few minutes (someone interested would be viewing it)
  • Most other stuff 30-60 seconds
    • Most people won’t commit more than this duration




  • Camera video
  • Archive video (by you or someone else)
  • Stills
    • Photos, graphics, slides, diagrams, screenshots
    • You can do image search and filter it by image rights
    • License for reuse
  • Animation
    • Placeit
    • Keynote magic move
  • Screen recordings
    • Still capture
    • Or video capture Loom
  • Sound, voiceover, music







  • Spaces and windows
  • Reflectors including mountboard
  • Tripods, including for phones and tablets
  • Microphone – Lavalier or “Lav” mike




  • Even slight thinking before shooting, makes you better than 99% of videos




  • Use a clap to sync multiple sound tracks and sync them
    • Like a Clapperboard




  • Size 1920 x 1080 or 1080 square
  • File format: MP4 has become the modern standard
  • Compression format (or codec) H.264
  • Above combination suitable for all of FB, TW and IG
  • IG, TW – file size limits are 15 mb
  • IG 60 seconds, Google my business 30 sec
  • Use Youtube embed on website
    • Use rel=0 tag not to show related videos at the end




  • Video is large file size
  • Needs a host or content delivery network (CDN)
  • Some other website your video lives on
  • Eg Youtube, Vimeo, Wistia




  • By hand – with image stabilization
  • Optical image stabilisation is much superior – in 6S Plus, 7 onwards
  • Low cost dollies and gimbals for phones and tablets
  • Steadicam




  • Everything takes too long
  • Throw almost all of what you shoot away
  • Less is more, cut before its gets slow
  • Rhythm, try to make your cuts regular
    • See music videos





Digital Marketing, Branding and more



  • Your brand
  • Your story
  • Your customer persona
  • Your key messages
  • Your marketing channels
  • Your killer content
  • Your action plan







  • Voice
  • Values
  • Identity
  • Message
  • Integrity
  • Recognition
    • Positioning
    • Logo
    • Colours
    • Style
    • Fonts
  • Culture
  • Slogans / taglines




  • WHY: Close the literacy gap for all children, enabling them to achieve their true potential.
  • HOW: Bulk purchases for lower prices and excellent delivery service
  • WHAT: Selling kids books at bargain prices





UK consumers are investing their time, money and attention in brands that have a genuine commitment to important principles that they care about.




  • Who you are
    • The business
    • People
  • Why you exist
    • History
    • Your why
  • What you do
    • Products
    • Services
  • Who you serve
    • Customers
  • What you can do for them
    • Outcomes
    • Evidence
    • Testimonials




Beginning, middle, ending

Backstory, problem, solution, action






  • Different personas
  • What do you know about them?
  • What problems do they have?
  • How do you solve them?
  • Give them a name


What Who What channel When Priority


Image of your persona
Job Title
Day to day jobs to be done Taking care of children really is a full-time job; in fact, it’s two and a half, according to research which has found that the time mothers spend on parent-related tasks equates to a 98-hour work week.
Work attitude
Environment UK women ages 25 to 54 with children in their households spent most of their time online (59%) via smartphone
Social Status
Life Goal


B2D Persona

Lara, 40 years old, has 2 kids, employed

Does most of the household shopping

Tech-savvy, uses mobile for ecommerce

Value seeker, bargain hunter

Searching for air travel, new house and car so higher end of value seeker

Interested in cooking, travel, celebrity news

Motivated by the needs of her family and looking for ways to add value (find a bargain)

Don’t really have much time, quite busy with all the housework, kids and work.

They want a good deal, trusted seller, frictionless ecommerce experience.


Decision maker or influencer
Personal and professional values
Benefits wanted




HELPS Target audience
WHO NEED TO Value proposition / product / service
THROUGH Unique selling proposition


A unique selling proposition (USP, also seen as unique selling point) is a factor that differentiates a product from its competitors, such as the lowest cost, the highest quality or the first-ever product of its kind. A USP could be thought of as “what you have that competitors don’t.”




  • Pros
    • Reaches those that don’t use the internet or social media
    • Not as common as it used to be so you can stand out
    • Gives something tangible
  • Cons
    • Can be expensive
    • Can go out of date quickly
    • Not as environmentally friendly as it could be




  • Pros
    • Provides information for customers
    • Detailed information – offers value
    • Can be purchase point (ecommerce)
    • Cost-effective – hosting options
    • Plenty of people with skills
  • Cons
    • Many different options
    • Standing out requires effort
    • Innovation costly
    • Requires some tech skills
    • Copywriting important
    • Search is competitive




  • Pros
    • Easy to produce
    • Low cost / no cost
    • Everyone has email
    • You own the data
  • Cons
    • Open rates
    • Easy to unsubscribe
    • Messages can be vanilla or feel very salesy
  • Services
    • Mailchimp
      • Tend to have HTML heavy emails, can cause spam issues
    • Drip
    • Hubspot
    • Getresponse
    • Sendinblue
    • Aweber
    • Constantcontact
    • Convertkit
    • Activecampaign


When might legitimate interests be appropriate?

Legitimate interests is the most flexible of the six lawful bases. It is not focused on a particular purpose and therefore gives you more scope to potentially rely on it in many different circumstances.


It may be the most appropriate basis when:


the processing is not required by law but is of a clear benefit to you or others;

there’s a limited privacy impact on the individual;

the individual should reasonably expect you to use their data in that way; and

you cannot, or do not want to, give the individual full upfront control (ie consent) or bother them with disruptive consent requests when they are unlikely to object to the processing.

There may also be occasions when you have a compelling justification for the processing which may mean that a more intrusive impact on the individual can be warranted. However in such cases you need to ensure that you can demonstrate that any impact is justified.


The legitimate interests basis is likely to be most useful where there is either a minimal impact on the individual, or else a compelling justification for the processing.






  • Facebook
    • Older audiences
    • Large number of users
    • Limited organic reach
  • Instagram
    • Generation Z
    • Aspirational
    • Fast growing
    • Developing rapidly
  • Linkedin
    • 79% over 35
    • Professional
    • B2B
    • Big growth this year
  • Twitter
    • 32% 18-29
    • Topical
    • Fast moving
  • Pinterest
    • 80% women
    • Craft/fashion/health/decor
    • International
  • Snapchat
    • 76% millennials
    • Lifestyle
    • Closed network




  • Pros
    • Great for relationship building (face to face)
    • Chance to demonstrate what you do and for people to sample
    • Your audience are all in one place
  • Cons
    • Can be expensive (time and money)
    • It’s hard to stand out – what will attract people to you?
    • Less people go to events than they used to


Sales calling tips

How do you feel when someone phones you, someone tries to sell to you?

When you are browsing a shop, how do feel when you are approached by a member of the staff, how do you feel if you are being ignored?

How do you feel about using the phone?

Nervous, uncomfortable… but They don’t know you feel like this


Phones: We don’t use it for calling it much. It’s an office, bank… everything.


Email: quick, easy, not involving emotions but can be ineffective. We can’t see the response. The meaning, emphasis gets lots. Its very easy to ignore an email.


Customers are the most important thing in business (they pay our wages) but if we can’t allocate time to them.


What makes it difficult?

  • Getting through, gatekeepers
    • I wonder if you can help me out
    • Google before
  • Language barrier
  • Time zone
  • You don’t know them
  • How you or they will respond?
  • How we communicate
    • Body movements 55%
    • Pitch, pace, tone 38%
    • Words you are using 7%



  • Research beforehand
  • We do not want to be sold to
    • We want to build relationships
  • Quality and quantity
    • Saves time , you should ring the right people



  • Your call framework
    • Who are we calling
    • What do they know about us?
    • What do we know about them?
      • Linkedin and Google search + web browse
    • Why would they be interested in speaking to us?
      • We don’t sell products or services
      • We sell solutions to problems
      • We need to tap into the psyche of the person
      • What’s in it for me?
    • How will we break the ice?
      • How’s the week going?
      • Weather?
      • Keep it simple, don’t over do it
    • What can we do to make it easier?
    • How can we stand out from others calling them?
      • Authentic
      • Keep your word, follow up, do what you said you’d do
      • Don’t sell
      • Don’t talk industry jargon
        • Don’t assume that they know you are talking about
      • Don’t over talk



  • Using the language to get results
  • Toxic language
    • Does not add value
      • Fillers like basically, actually, obviously,
      • Ambiguous: probably, possibly, maybe, for sure, might
      • Any industry jargon
    • Calling everyone “guys”
  • People love their names the most
  • Lets focus on positive
    • Use open questions
      • Questions that can not be answered with a yes or no
      • What’s your biggest challenge this week?
      • Refer to news on website or linkedin posts?
      • What are your top [business/industry] priorities right now?
      • Are you having problems with [insert a couple of pain points] like some of our other clients?
      • Is your current solution not solving these as well as you would like?
      • What would it do for your overall revenue/workflow/pain benefit if you could handle these issues more effectively?
      • How does the decision making look for a solution like this?
      • What concerns do you have about switching/implementing a new solution?
      • At the end of that call will you give us a firm answer?
      • Who is the best person to speak to?
      • What do you think of the british summer?
      • https://www.rainsalestraining.com/blog/21-powerful-open-ended-sales-questions
      • 50 sales questions PDF: https://drive.google.com/file/d/1ogH8BdU1m_g7wU2AlsRJuL5NThOaOF8g/view?usp=sharing
    • What we can do?
    • How we’d like to help?
    • What would you like to happen next?
    • What would you like us to do?
    • Listen and reflect
    • What would be most helpful to them
    • Summarise at the end



  • Introduction
  • Yes
    • Qualify them
    • When can we sell, today, next week, month, year?
  • No
    • If it is never going to work, getting a no sooner is better
  • Closing
    • You can send follow up email
    • Keep in touch with them
      • When will be the best time for them?
    • Agree on next step
    • Summarize
    • Thank them
    • Always check if they are OK with stuff


  • M otivation – why
  • A bility – budget
  • N eeds – want
  • U rgency – when



  • Think of your Perfect client
  • You might have several segments of clients
  • Morning?
  • Late afternoon can work, usually people don’t have late meetings
  • Part of your plan



  • Plan
  • Prepare
  • Use your framework
  • Agree next action
  • Confirm it by email
  • Diarise
  • Do it!


Buying cycle


eCommerce Listing Pages

Product photos with white background

And lifestyle shots – Instagram style


High End fashion products – white background almost finished


Why does this matter?

  • We are asking people to buy a physical product but they don’t gave no direct experience of
  • More images is better – but not the same type, detailed photos, show the scale
  • Checklist of different
  • Ecommerce has a problem of tangibility
  • The more you show and tell, the more you sell


BURAK Can we update ugly Amazon photos with ours?


People started browsing products by browsing images, not just Instagram but google image search as well.



  • Putting together a shot list – types of images you may need
  • Deciding on aspect ratios – shape of the image, square or rectangle etc
  • Two approaches to controlling light
  • General shooting tips
  • Optimizing images
  • Image manipulation and software
  • Styling and lifestyle images
  • When to hire a professional


Types of images you may need

  • Flat, straight, plain background, product shot


Type Purpose Check Number
Product To show the product clearly against a white or plain background. Required by many marketplace platforms x 1
Product Angle To show a 3D product form various angles x 2
Product Detail To show detail of a product, – pattern, texture, finish, grain
With packaging shot To show the product with packaging – can include gift packaging – if packaging is part of the experience
Variants Show variants of the product, color, size, finish, customization
Scale To show the true size of the product by comparison to a known object 3
Related Products To show the product with other related products that complement it and are available
In context To show the product in the way in will be used or the space it will occupy 4
Lifestyle / Styled To show the product as desirable by association with a desired or attractive environment, occasion or collection of artefacts 5




Square is the allrounder

Where will you else use them?

dSLR spec might not be OK




  • Diffuse natural light plus reflectors (or LEDs or bounce flash fill)
  • Light boxes
  • Anything small and flat, scan it
  • Rembrandt light


  • Natural light
    • You are seeking strong but diffuse light – a difficult combination
    • Natural light – north facing window is ideal
    • High cloud cover is good
    • Middle of the day is good
    • Fill in shadows with reflectors (or lights or flash)


  • Get rid of the shadow with reflector
  • If you get the lighting right, even iphone camera would be enough (with tripod and timer)
  • Light tents



  • Shoot to allow cropping
  • Perspective control – distance to shoot from
  • If you shoot up very close, closer edge might look bigger
  • Pay attention to horizontal and vertical
  • Take lots, reject most- bracketing
    • In photography, bracketing is the general technique of taking several shots of the same subject using different camera settings.
  • Professional photographers scrap 99% of their shots
  • Instructor does not prefer flash shots , difficult to work with




  • Spaces and windows
  • Reflectors including mountboard
  • Tripods, including for phones and tablets




  • Aspect ratio
    • Choose best aspect ratio
  • Light source
    • Find a suitable diffuse light source
  • Fillers
    • Choose your tools to fill in the shadows
  • Platform
    • Support your camera with a stable platform – tripod or similar
  • Perspective
    • Choose a distance from the product that makes it look in natural proportion – not too close
  • Cropping
    • Leave enough space around the outside of the frame to allow cropping
  • Level
    • Use a grid to check your horizontal and vertical
  • Timer
    • Use your timer to keep your hands free for light control
  • Take many
    • Bracket by taking lots of little variations. Choose only the best




  • Continuous light – see what you do
  • Run cool (very little heat)
  • Can use a wide range of diffusers
  • Can buy daylight, same colour temp as natural light
  • Use less energy and long lasting




  • Image manipulation – any changes to colour, contrast etc first
  • Crop to the aspect ratio
  • Resize to your largest need
  • Compress and optimise file size
  • Name your file




  • To make slight white background to 100% white – play around with Levels in photoshop




  • Photos (free, apple)
  • Pixelmator apple only – pro not necessarily better
  • Serif affinity photo
  • Gimp
  • Adobe photoshop
  • Free trials
  • Apple aperture – not supported




  • Images can be styled to appeal to the desired lifestyle
  • Typically use:
    • A complementary colour palette
    •  Textures
    • Desirable backdrops
    • Cherished items
  • Lifestyle images can use filters or color grading to give a distinct “look”
  • This is very much like setting up a stage, eg much in a film




  • Critical color management
  • Using studio flash
  • Hero images
  • If your time can be spent more profitability doing other things
  • Don’t listen, look for a portfolio in your category




  • People don’t read, they scan for the info
  • Use headings
  • Lists are easier to read
  • Availability
  • Copy format for scan reading: headings, lists, tables, symbols/icons, short sentences and paragraphs
  • https://readable.com/




  • Outcomes, what does the customer get?
    • Psychological objectives
  • People buy my products so they can ….
  • Features
    • Put them on the product page
    • Origins
      • Made where?
      • By whom?
      • Under what conditions?
      • Environmental impact
  • Variants, options, customizations
  • Availability
    • Limited?
    • How soon?
  • Warranty and risk
    • What if something goes wrong?
  • Longevity
  • Uniqueness
  • Social proof: Other people and this product
    • Customer reviews
    • Social media
  • Aftercare




  • Paragraph length
    • Keep paragraphs short – no more than about six lines
  • Sentence length
    • Keep sentences short to aid readability
  • Headings
    • Use headings and sub-headings to make text scan-readable
  • Lists
    • Use unordered (bulleted) and numbered lists
  • Tables
    • Use tables and diagrams where appropriate eg size charts
  • Symbols / icons
    • Use symbols and icons where appropriate eg. handmade, made in Britain
  • Internal links
    • Link to other related products


Multitasking and Productivity

To switch to something new takes time to reinvest your attention




Air traffic controllers take 15-30 min breaks every 2 hours

Context switching depletes your neuro biological resources



When programmers are involved in more projects, time to finish increases rapidly.




Exercise 1: Draw a line

Start timer

Write multitasking is a thief on top

Write numbers 1 2 3 …. 21  below the line

Stop the timer


Exercise 2 : time again

This time write 1 letter and 1 number like M 1 U 2 … above and below the line.



  1. Time
  2. Quality
  3. Stress


Any project longer than 90 days, is subject to procrastination


You need business objective for 3-5 years and link it to something tangible.


Toyota uses 4-5 different approach for 10-20 years and employs the most suitable one according to market needs.


hoshin kanri objective matrix


Fortune Magazine found that 80% of Fortune 500 companies use some sort of balanced performance metric approach to their strategy. But it also found that when a company fails, 70% of the time it wasn’t because of bad strategy—it was due to bad execution.

Hoshin planning can help mitigate that risk.




Customer Avatar


Value proposition


Scrum element


Gaining clarity and focus


Each task has specific attributes:







Your key asset is your customer database

Especially for B2B


Meetings = big company disease


Time blocking for projects and priority task


Does Multitasking Kill Productivity | Why Multitasking Fails and How to Stop Doing It



Digital Marketing and PR

Suggested read on ecommerce:



More useful you are to the members of the media, the more likely we can get into their brain.


Let’s think about what it’s like for them (empathize)

  • Time
  • Amount of incoming emails – stories
  • Lots of people in the team v’s very few
  • Freelance or full time part time employee? Mostly freelance.
  • Deadlines?
  • Serving the audience
  • Use the phone
  • ABC rated – journalist lists


Media thinks about Christmas now and finished it up in about Aug-Sep

Think in advance


Media website

Marketing / press pack


Avoid emails after Friday afternoon


What is the media and what are they looking for?

  • Purpose of the media
  • Job of a journalist / media outlet
  • Readership
  • Media outlet = bottom line, currency driven
  • Journalists = content / story driven
  • Editor – a bit of both


If PR projects provide value to journalists / editors, they welcome it because they don’t have the team, resources and they need quality content to publish.


How do you do PR on budget?

  • It’s all about blending
  • Clear strategy,creative approach
  • Creating and nurturing relationship
  • Measuring results
  • In short it’s all about story
  • Powerful storytelling will make you memorable relatable and visible
  • Build that relationship
  • Be relevant


Creating your story . including your backstory

  • Angles
  • Spin
  • What’s already news / whats out there .
  • How can we ride on its coat tails
  • Can we create a brand new story
  • And your backstory? It’s vital


Enrich your story

  • Do not necessarily focus on the product / process / manufacturing itself
  • Use backstory or focus on the effects, improvements in people’s lives with the product
  • Backstory selles your content


Idea: Start from a national story / issue (eg education / deprived of books)



Let’s think about

  • Organise your planned activities – creating a focussed calendar of planned activity
  • Be strategic – what is the purpose of your activity (what are your campaign objectives? )
  • What does success look like, be specific about campaign objectives


Task Months
Campaign objectives




Increase brand awareness (Increase branded google searches by 20%)

Increase returning customers from 6% to 8%

Increase returning visitors from 21% to 25%

Website updates / blog
Press packs 1-2 pages

Half of it is about business, reason for being

These are the 3 things we’d like to talk about

Company, individual, 3 things

A press kit, often referred to as a media kit in business environments, is a pre-packaged set of promotional materials that provide information about a person, company, organization or cause and which is distributed to members of the media for promotional use.

Press releases
Story angles
Forward features
Opinion pieces
Social media You can hunt journalists on social media and learn about what they are talking about. Twitter and Linkedin
Cost / time


Do not send PDFs or hires photo directly. It should be easy to copy paste from the emali. They can ask for hires photo and you can use it to build the relationship. Consider most of the time they are checking on mobile.


Make it easy for them.


Do not send the story to everyone. Do not blanked email.  Target as much as possible to the editor / journalist level.


Twenty top tips for next year, etc


You can use google alerts to keep in track of published news.


How to

  • Develop a trustworthy and reliable relationship.
    • Treat them as your best clients who can refer best / most clients to you. How would you treat them?
  • Present information in a simple manner.
    • Put information right into the email / embed it. No PDF.
    • Always send an image. Not a stock image


Talking to the media

  • Formal v’s informal
  • The different types of interview
    • Face to face
    • Email webast video conference skype
    • On camera studio based remote feed
    • On the radio
    • Be mindful if you are going to be live
    • You can ask for questions to prepare. Not trying to look good, trying to look better.


Write a press release

  • Get it on paper … then shuffle it about
  • Just as at school… think beginning middle and end
  • If you need to write your headline first or last
  • Always write with your media’s audience firmly in mind
  • Make sure you include a “boilerplate” (editors notes) at the end which succinctly describes your company and clearly gives your contact details
  • Email it in a s part of the body of your email ie. not as an attachment that needs to be opened


Take the perfect press photo

  • Think about what story you’re trying to convey
  • Why would they use your photo
  • How is it different from the rest
  • Is it good enough quality wise to use
  • Tech specs
    • 300 dpi for a magazine
    • 150 dpi for newspapers
    • 72 dpi for online
  • What headline or byline would go with it?
    • Use filename as well


Branding and Amazon

In marketing, brand management is the analysis and planning on how a brand is perceived in the market. Developing a good relationship with the target market is essential for brand management. Tangible elements of brand management include the product itself; its look, price, and packaging, etc. The intangible elements are the experiences that the consumers share with the brand, and also the relationships they have with the brand. A brand manager would oversee all aspects of the consumer’s brand association as well as relationships with members of the supply chain.[


Book clubs




What you stand for

What you stand against

What you do

Why you do it?


Brand Structure

Brand is why others want to be with you


What your brand stands for


Brand is creating your ideal personality

You can create a list, honest tolerance strength etc

Once you created the core personality – naked brand

Core values can not be contradicted


Brand identity is the wardrobe you dress your brand in.


Good brand – your strongest friend

Branding is quite personal


Simple, uncorporate


You build your brand through text and images on your website, business cards any medium it reflects on.


Brand management aims to create an emotional connection between products, companies and their customers and constituents. Brand managers & Marketing managers may try to control the brand image.


Specialize. You can choose who your potential clients / customers could be.


Amazon brand values https://www.amazon.jobs/en/principles


Leadership Principles

We use our Leadership Principles every day, whether we’re discussing ideas for new projects or deciding on the best approach to solving a problem. It is just one of the things that makes Amazon peculiar.

Customer Obsession

Leaders start with the customer and work backwards. They work vigorously to earn and keep customer trust. Although leaders pay attention to competitors, they obsess over customers.


Leaders are owners. They think long term and don’t sacrifice long-term value for short-term results. They act on behalf of the entire company, beyond just their own team. They never say “that’s not my job.”

Invent and Simplify

Leaders expect and require innovation and invention from their teams and always find ways to simplify. They are externally aware, look for new ideas from everywhere, and are not limited by “not invented here.” As we do new things, we accept that we may be misunderstood for long periods of time.

Are Right, A Lot

Leaders are right a lot. They have strong judgment and good instincts. They seek diverse perspectives and work to disconfirm their beliefs.

Learn and Be Curious

Leaders are never done learning and always seek to improve themselves. They are curious about new possibilities and act to explore them.

Hire and Develop the Best

Leaders raise the performance bar with every hire and promotion. They recognize exceptional talent, and willingly move them throughout the organization. Leaders develop leaders and take seriously their role in coaching others. We work on behalf of our people to invent mechanisms for development like Career Choice.

Insist on the Highest Standards

Leaders have relentlessly high standards — many people may think these standards are unreasonably high. Leaders are continually raising the bar and drive their teams to deliver high quality products, services, and processes. Leaders ensure that defects do not get sent down the line and that problems are fixed so they stay fixed.

Think Big

Thinking small is a self-fulfilling prophecy. Leaders create and communicate a bold direction that inspires results. They think differently and look around corners for ways to serve customers.

Bias for Action

Speed matters in business. Many decisions and actions are reversible and do not need extensive study. We value calculated risk taking.


Accomplish more with less. Constraints breed resourcefulness, self-sufficiency, and invention. There are no extra points for growing headcount, budget size, or fixed expense.

Earn Trust

Leaders listen attentively, speak candidly, and treat others respectfully. They are vocally self-critical, even when doing so is awkward or embarrassing. Leaders do not believe their or their team’s body odor smells of perfume. They benchmark themselves and their teams against the best.

Dive Deep

Leaders operate at all levels, stay connected to the details, audit frequently, and are skeptical when metrics and anecdote differ. No task is beneath them.

Have Backbone; Disagree and Commit

Leaders are obligated to respectfully challenge decisions when they disagree, even when doing so is uncomfortable or exhausting. Leaders have conviction and are tenacious. They do not compromise for the sake of social cohesion. Once a decision is determined, they commit wholly.

Deliver Results

Leaders focus on the key inputs for their business and deliver them with the right quality and in a timely fashion. Despite setbacks, they rise to the occasion and never settle.



Ideas to next workshop –


Setting up an eCommerce Website



  • Own site, marketplace or both
  • Own site – how? Shopify
  • Site assets you will need
  • Site organisation
  • Site search
  • Legalities
  • Payments
  • Site security
  • POS – point of sale




  • Shop.site.com
  • site.com/shop
  • Site.com – full ecommerce




  • Shopify is the best ecommerce platform .
    • As an ecommerce consultant I find it is easier to get shopify working
  • Wix very slow – slow is death in ecommerce
  • Square space – some of it good some of it very bad – not recommended
  • Easy as possible but should be able to sell your stuff
  • Security – do you want to trust 1-2 people for the security of your website or a world class
  • Shopify and amazon work well
  • Magento is very good but the problem is it is very technical and you need a developer. It is overkill. It was the best ecommerce platform 10 years ago
  • How much control do you have over what helps you to sell?
  • What is the ROI rather than the cost?
  • Are they a trusted supplier for the long term?







  • You should not mess around too much with the design and page layout in ecommerce
  • Page layout is fairly standard. Functionality is pretty standard as well.
  • You want to mess around with branding, colors, logo, feel of it. Look of it.
  • Especially on mobile, almost most websites look very similar. Except images / visuals




  • Branding mostly about consistency, guidelines
  • Landscape logos better for layout . don’t push content too much down
  • What gets seen gets sold
  • Colors can be a problem for navigation (contrast)
  • Domain, short, difficult to get wrong, memorable
    • Co.uk if you are selling exclusively in the UK
    • Com if you want to look bigger




  • Hero at top of page = landscape orientation
  • Rest = dependent on product, clothes – portrait, housewares – square. Be consistent
  • Square images work well both on social, mobile and web as well (on desktop you can do 3 column layouts for it)
  • Design for mobile first – square preferred
  • Optimise images – speed is very important
  • Shopify generates other image sizes if you supply it with enough hi-res at first (eg it will generate mobile version for you)
  • As small as possible in terms of file size – for site speed. Image compression


BURAK Add videos to SSB


BURAK Use mobile banners not landscape




  • Use first column in footer for further exploration eg. collection names not about us etc. It is the first thing they see after the product
  • E Commerce is mobile. ⅔ or ¾ of visitors are from mobile now


BURAK Update SSB footer columns




  • Avoid commercial themes, go with free and popular themes
  • Must be responsive – probably no one is selling a theme not working on mobile but good to check
  • Security , these things maintenance. Especially in wordpress. What you want to be buying into?
  • Speed – shopify theme test
  • Functionality – filters
    • Shopify supply works with large inventories
  • Ease and simplicity
    • How does image view work on mobile?
    • Does it scroll well?
  • Inventory size – most built for small inventory
  • Longevity – will it be updated?




  • Think about your main or sub categories
  • Collections are handier than categories
  • Consider SEO as well




  • Variant = a variation of a single product
  • Variants are normally listed on a single page
  • Size colour
  • Style finish
  • It’s up to you to decide whats a separate product and what’s a variant
  • Crucial event is what works for the user?




  • Don’t use search as a sticking plaster for poor content architecture
  • It is a primary channel for people to find products
  • Google custom search – includes ads, potentially from competitors
  • CMS’s basic search usually not enough
  • Autocomplete search.
  • Algolia, instantsearch by fast simon, klevu, freefind
  • It isn’t easy and it can be expensive




  • Consumers like a choice
  • Paypal, amazon payments, stripe, sage pay, world pay
  • Consumers like a name they recognise
  • Has to work with your platform and market
  • Account based- paypal, amazon payments
  • Payment processors – stripe, worldpay, sagepay
  • Some require merchant account, others are all in one
  • Your responsibility for security varies




  • Your responsibility depends on your payment solution
  • Don’t keep handle any customer data you don’t need
  • Strong passwords
  • Avoid plugins as much as possible
  • Change default settings. No username like admin
  • Keep it up to date as much as possible
  • Customer fraud: claimed that they haven’t received etc. always track postages.
  • 3d secure to switch responsibility




  • Selling over the web – normal legalities (sale of goods, consumer protection, data protection)
  • E Commerce regulations 2002 info you have to provide during the sales process
  • Consumer contracts regulations 2014 cooling off period of 14 days
  • Info that must be on your site: company name, address, email, registration, VAT number
  • Payment card Industry data security




  • Became law on 25 May 2018
  • More affirmative consent – end of pre-ticket boxes
  • Customer can ask for their data or to have it deleted
  • Need to include GDPR in terms and conditions
  • Service providers need to be gDPR compliant. If you are sharing info with them.
  • Refer to Paypal’s GDPR, mailchimp GDPR policies etc
  • Shopify GDPR compliance .




  • Physical sales, sell offline
  • Some platforms also include it Shopify – It only works on IOS
  • POS often involves ipad
  • Integrated POS means a single inventory control for online and offline




  • Store is too slow


BURAK SSB on mobile



  • Store is confusing to the new visitor – what is it?
  • Products are difficult to find
    • Do user test, do it on mobile, don’t help testers
  • Tangibility  not achieved. Products don’t feel real enough


BURAK videos?


  • “Build it and they will come”
  • Locked into a platform / theme that is a problem
  • Seriously underestimating the competition
  • Failing to convert visitors to buyers