Welcome to the February edition of 'at the moment'. Following on from the Christmas rush, 2008 is proving to be another exciting year for the team. In this edition we cover a range of topics with a slight summer flavour.
If you would like to see a particular topic addressed in future editions, please let us know. In the mean time, I hope you enjoy the read.
Regards,
Andrew Perry
Business Development Manager
at+m integrated marketing
Our Environmental Credentials
at+m integrated marketing awarded CleanBiz grant
2007 was a big year for at+m integrated marketing. Some of our greatest achievements were repositioning ourselves as providers of integrated marketing solutions, and implementing and gaining accreditation for our Environmental Management System.
In 2008 at+m integrated marketing will continue to research, develop and implement new technology and processes as part of our ongoing quest to develop and maintain the cleanest production methods possible. In November 2007 we were awarded a grant through the CleanBiz Tasmania Grant Scheme, which will go someway in assisting us with the investment required to install a solar hot water system.
Due to be installed by early March, the new, environmentally responsible system will become the sole source of hot water to our production and office areas. Stay tuned for the preliminary energy savings this system has made, as well as updates on other environmental initiatives at+m integrated marketing are implementing.
Client Focus: Ironhouse Brewery
at+m integrated marketing toast the success of Iron House Brewery
 In September 2007 at+m integrated marketing were successful in winning a competitive pitch to design the branding and packaging of Tasmania's newest micro-brewery. Located at Iron House Point (within White Sands Resort) on Tasmania's East Coast, Ironhouse Brewery has recently launched their new range of pure, soft, natural and refreshing beers. Head brewer Michael Briggs said the development of the new brewery had taken nearly two years to come about.
Iron House Brewery uses the finest of traditional ingredients and water from their own natural spring to produce their handcrafted beers, which contain no preservatives and no additives. This natural philosophy and the brewery's scenic location were the inspiration behind the traditional yet contemporary bottle labels designed by at+m's Creative Director Eddie Mallinson. A different colour combination was used to differentiate the Pale Ale, Lager, Wheat Beer and Porter varieties, which are currently available from the Company's website and various restaurants along Tasmania's East Coast and soon to be available in other areas of the State.
Tying in the launch of its first batch of brews at the recent Hobart Beerfest proved a perfect strategy for Ironhouse Brewery, as it soaked up the success of being named most popular beer from more than 100 beers available at the event. Prior to the Beerfest, a soft launch was held at the White Sands Resort, where Mr Briggs matched each beer with a particular food dish to enhance the taste experience, and treated guests to a tour of the brewing facilities.
So far the beers have been a hit, with Ironhouse selling the most number of tastings at the Hobart festival. With critics already praising the beers and the eye catching labels designed by at+m, the future of Ironhouse Brewery is sure to be tasty one!
Product Focus
Branding
A brand is not simply a logo or an identity, nor is it your product or service. A brand is the consumer's perception of your business. It is how they feel about your business, your product, or your service offering. In this sense, your brand is not necessarily what you say it is; it's what your customers say it is.
So how can you build a strong brand that is in tune with your customers? Start with differentiating your brand from your competitors. In a world full of choice, customers are more likely to notice a brand that is somehow different. Ask yourself three key questions: Who are you? What do you do? Why does it -matter? Your answers to these three questions should provide your business with direction and focus, and therefore form the building blocks to your brand.
A core element to your brand is its name. A strong brand has a stand out name. You may think your brand name is already a stand out, but does it meet these seven criteria?
- Distinctive
- Succinct
- Appropriate
- Easy spelling and punctuation
- Likable
- Extendable
- Protected
Once you have secured a great brand name, it needs a great visual identity, or what most call a logo. at+m integrated marketing are guided by three basic principles when designing great logos for our clients.
- Distinctive - a great logo is distinctive and will stand out in an isle filled with hundreds of others.
- Simplistic - a simple logo is a strong logo.
- Serviceable - a great logo is one that is easily replicated in any type of environment, whether it is on a business card, a press ad or street signage.
Why not contact one of our Marketing Consultants today to talk about how at+m integrated marketing can assist your business to build a strong brand, or revamp your existing.
Staff Focus
Meet some of the newest members of our team
 Rain Lyall - Senior Graphic Designer
Since commencing with at+m integrated marketing in early 2007, Rain has placed her creative touch on several projects, including national magazines and publications. Rain commenced her graphic design career in Hobart with a high-profile design studio, and then progressed to Sydney where she spent a number of years working with several national and international agencies for clients like NineMSN, Nestle, Toshiba and Universal Studios.
In her current position, Rain oversees a team of five graphic designers, and works closely with our creative team to achieve the best result for each and every client. Rain works in conjunction with Eddie Mallinson, Creative Director, to achieve an integrated approach to creating stand out brands and communication solutions.
 Mel Hosford - Client Services Officer
Mel's role as Client Services Officer is a purposely created position with at+m integrated marketing to ensure all projects run smoothly from quote to delivery. With a background in administration and customer service, Mel oversees projects at every stage of their production. With our information management system at her fingertips, Mel is on call anytime to let clients know how their project is progressing and ensure their needs are being met.
Dr Edward Hall Environment Awards
Sponsorship
 Each year the Hobart City Council requests submissions for the Dr Edward Hall Environment Awards, which recognise the efforts made by Southern Tasmanian schools, communities and businesses who conserve and protect the environment.
The awards raise awareness of key environmental issues and educate others on the broad range of activities that can make a difference to our environment. at+m integrated marketing have been a proud sponsor of the awards for over 6 years, and in 2007 we once again stepped up to sponsor the Community Group section.
Attending the recent awards presentation, at+m's Vanessa Fabris said the awards were a great initiative to encourage community groups to conserve, enhance and protect the environment. Furthermore, the awards are a great match with our rethink™ Environmental Management System, which is underpinned by our corporate philosophy to develop and maintain the most environmentally responsible processes and systems across our entire range of business units.
This year's winner in the Community Group section was the Waterworks Valley Landcare group and the runner up was the Mt Nelson & Lambert Gully Bushcare group. The Waterworks Valley Landcare Group have been operating since 1993, and undertake activities that prevent further degradation of the Sandy Bay Rivulet, develop the area as a link between the city and the mountain, and minimise the weed invasion of the rivulet and surrounding bushland.
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Planning the work VS working the plan
At at+m integrated marketing we like to think there's nothing complicated about marketing. Marketing is simply about understanding your customer's needs and wants, and developing a message or communication strategy that makes them choose your product over someone else's. However, strategic marketing is a little more complicated, but is essential to the long term success of your business.
Effective strategic marketing is underpinned by a well thought out and up-to-date business and marketing plan. And with this in mind, we should point out there is a difference between just planning the work, and actually working the plan. In our experience, both are important. Without a good plan a lot of the hard work that is done may seem like the right thing, but may be wasted effort. Likewise, there are plenty of stories of business people who spend lots of time constructing elaborate plans, but fail to execute them properly.
Here at at+m we have the resources to help you get both sides of the equation working for your business. Not only do we have our own internal marketing department who are on hand to assist you with developing and implementing your marketing plan, but we have engaged the services of TOTAL Business Consultants, a Launceston based consultancy specialising in business planning, to help develop the business plans needed to support our clients' success.
Using their systemised Profit and Growth Plan process, TOTAL Business Consultants can analyse: your business' financial results, what work came from what customers, the profitability of different products, your competitors, and the general business environment you operate in.
If you feel your business plan may need some working, speak with an at+m Marketing Consultant today, who can introduce you to a representative from TOTAL Business Consultants. Together, we can make your business move forward more rapidly.
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Has traditional marketing had its day?
at+m's Business Development Manager's take on the debate
at+m integrated marketing's Business Development Manager Andrew Perry recently attended the evening debate presented by the Australian Marketing Institute Tasmania division. The debate was centred on the topic 'Has traditional marketing had its day?' and proved to be an interesting and entertaining evening for all who attended. Presenting the topics as a debate between two panels of very experienced marketers generated a passionate and cheeky debate. Each side presented their case with conviction and understanding, highlighting the very complex and exciting world of marketing.
The advent of new technologies has made for some wonderful opportunities for marketers and their clients. Steven Mallows from Additional View gave some startling statistics into the reach and scope of the internet into every aspect of our lives, and how this medium is now considered by most as 'mainstream'. J Boag & Son Marketing Manager, Anthea Pritchard discussed the phenomenal results of the current Boags Draught Tester Reserve Viral campaign as an example of new marketing techniques.
On the side of 'traditional' media - convincing arguments were floated as to the benefits of 'tried and true' methods such as direct mail, television, radio and press, and were all based on years of experience and a depth of market knowledge.
Although the debate concluded that traditional marketing methods are still alive and kicking for now, it highlighted that there is an ever-changing landscape of possibilities for all types of media. However, this sometimes overwhelming range of choice provides us as marketers with very exciting opportunities to assist our clients with their marketing plans and to deliver real value for money.
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