We get asked to do plenty of weird and wonderful things by our clients every day. Our favourites have included a last minute request for 200 toffee apples, dousing Rugby League sports stars in sugar water (while also semi-naked) and if we could make a mermaid more elegant…

Whilst those are some of the more unusual ones, there are a few questions we get asked a lot of the time.

Should my business be on every social media channel?

Tom Mitchell, Content Executive

No – unless you can absolutely justify it. You should go where your audience is, but bear in mind that your audience will use each platform differently, and will interact with brands in different ways on each one.

Try and think about the way you interact with other companies on social media – Twitter is primarily a news platform nowadays, but consumers commonly interact with brands there over customer service issues. Instagram lends itself to visually appealing brands, so if your business has anything to do with food, clothes or interior design, you’ve got yourself a winner – this is the kind of content that users will like, save and share with their friends. If your audience is primarily B2B, then LinkedIn is the place to be.

Trying to cover each platform can be a huge drain on resources, and it’s unlikely that you’ll find the same level of success on every single one. Find the platforms that are relevant to your audience, your brand and your content.

Is white space important in print design?

Georgia Smith, Junior Designer

Firstly, white space is basically the space between the type and imagery on a page, and it doesn’t always have to be white – it is simply the space that isn’t occupied. The main reason why designers use white space is to separate elements on a page, without it our designs would look messy and confusing leaving nothing standing out.

The use of white space requires much consideration as the choice of font, words and images on a page wouldn’t be legible without the space around them. We choose a font with the readability in mind and it is this different space between the letters which define the font.

“Perfection is achieved not when there is nothing left to add, but when there is nothing left to take away.”

What’s the biggest challenge for modern marketers?

Shirin Kemp, Marketing Director

Ha. Ha. Ha. Ha. Just the one?

In a world where the noise is getting louder, customers are getting pickier and tech is getting more complex, how do you really unravel what the biggest challenge facing marketing teams is today? We’re dealing with them at every turn while also trying to embrace more ideas, more creativity, more data and more testing.

My advice? Get focused and be consistent.

Unfortunately, it’s no longer just about having a PowerPoint plan. Marketing teams are lost in a plethora of KPIs and channels, struggling to understand how they should be singing together in sweet harmony. A successful modern marketer will ditch the one-page strategy and start executing well, every, single day. They’ll take risks. Measure what works and quickly cut off what doesn’t. They’ll collaborate. There is no such thing as a marketing silo, so buy your IT guy a coffee and share the idea with your Ops team. Innovate and fail together. Repeat.

Be the voice of your customer. Understand their needs, wants and desires. Make it personal and make your entire business do the same. Cut through the red tape and make it bloody happen. Get focused on execution and what you’re trying to achieve and help your business do the same.

If you need help focusing, or need a marketing “re-set”, let’s get together for a chat. There’s nothing a cuppa can’t help to fathom out.

Give us a call or drop us an email at hello@pacecomms.co.uk.

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