Inspiration Information #2.

Time for part two of those things we expect to grab both our attention and excitement in 2013...

The high street as window to mobile shops

As the high street continues to take a beating (RIP HMV) we expect to see an increasing trend towards stores as experiences, hand-in-hand with this development will be the increasing role of mobile in-store. Presently, mobile is delivering only 0.5% of total retail spend; about £2 billion. Research from Barclays Corporate suggests this will rise to 5% by 2021.

As where we spend our retail pounds (whether this is the high street or office in front of our laptop) becomes less and less significant in a world of always-on mobile shopping opportunities, so we expect the physical experience of brands to become richer and a much greater point of differentiation for the best. Superfast 4G mobile operator EE, for example, has conceived of its in-store experience as a brand encounter rather than a handset showroom.

So, the shop becomes ever more focused on delivering an immersive, experiential brand experience. With this will come experiential campaign executions like Westfield’s ‘Future Fashion’ events, into which the personal mobile experience is integrated and shopping is always just a click-away.

Real-time personalisation

Examples abound throughout 2012 of this exciting trend, from the coffee cup sleeve with the latest Twitter headlines printed on it courtesy of a national daily newspaper, to Hellmann’s Recipe Receipt which custom-prints recipes onto your till receipt at the supermarket based on the content of your basket. Then there’s Google’s brilliant Chrome Web Lab at London’s Science Museum (a Willy Wonka wonderland of machines powered by web and social technology).

Personalisation is, of course, the primary currency of the best Facebook campaigns whether that’s the high polish personalised videos like the celebrated Intel Museum of Me and Take This Lollipop or those now well-worn executions that integrate your street into films via Google Street View, the latest from Stella Artois.

We like the trend towards social media activity that elevates and celebrates the audience either by placing their content at the heart of media, like Samsung’s Valentine’s campaign in Piccadilly Circus which displayed lovers’ messages via Facebook to the giant advertising screens, or with responsive Facebook creative released real-time to fuel active community participation. This was followed through into TV advertising by Costa Coffee whose Coffee Heads advert gathered singing heads from their Facebook audience and then unleashed them onto primetime on the final ad of their campaign.

RPM turns 20!

This week we celebrate our 20th Birthday and say goodbye to our teenage years. It’s hard to believe the journey we have been on, from our humble beginnings in a converted cowshed outside Wokingham with no clients, three not particularly mobile phones but a huge sense of excitement and belief in what we could achieve.

We’ve had an extraordinary time building RPM up to where it is today, working with incredible clients, their businesses and some of the brightest and most ambitious people in the industry.

Some interesting milestones over the 20 years…

1993 RPM founded with £15,000 in a cowshed on a farm outside Wokingham

1994 RPM launches Staffing division and wins M&S, WM Grant and Unilever as clients. RPM launches Production and Creative divisions

1996 RPM embarks upon three year launch of PG Tips’ pyramid bag.  RPM buys LFP Photography and launches RPM Photography

1997 RPM moves to new office in Station Rd, Hampton

1998 RPM creates one of the first festival Brand Experiences for Strongbow (still going strong 14 years later!)

1999 RPM completes three year regional launch of PG Tips’ pyramid bag & wins Unilever’s Global Effectiveness Award

2000 RPM survives Millennium Bug & wins first £1m account with Camelot

2001 RPM wins Agency of the Year from both Marketing Magazine and The Grocer Awards GRAMIA

2002 RPM moves into The Old Treacle Factory, London, wins Deloitte Touche Indy 100 Fastest Growing Companies and begins our longstanding relationship with Diageo

2003 RPM wins Marketing Agency of the Year for the second time

2005 RPM sets up a specialist Planning & Concept Team and launches the RPM grad scheme (over 40 grads to date and counting)

2006 RPM goes global, securing its first global client – FIFA (activating FIFA Interactive World Cup) launching Blackberry Bold in 22 countries and delivering The Sky Festival (36 events for 31 channels over one weekend in Manchester)

2007 RPM is No. 1 in Marketing Magazine’s Experiential League Tables and remains the largest independent agency

2008 Winner at the MCCA Awards, Development of Agency Talent. RPM Digital comes to life

2010 RPM wins Sports Industry Award for Mass Participation (Skyride) and Diageo's European Innovation Agency of The Year for Smirnoff Global Brand Activation. RPM begins working with E.ON and ECB

2011 Over 20,500 Promotional People staffing days.  RPM wins Agency Leadership Award at Field Marketing & Brand Experience Awards and Blade for Sky at The O2, is in Sunday Times Best Small Companies to Work For, for the sixth consecutive year

2012 In the Olympic year and summer of cycling, RPM succeeds in getting 1m people to cycle more regularly and 15 RPM cyclists ride London to Paris to witness "Wiggo" secure victory in Tour De France. RPM sweep the Awards Board with two Diageo Marketing Brilliance Awards, Platinum, Grand Prix and Gold Wins at Eventia, Brand Event Awards and FM&BE Awards respectively.

As proud as I am of everything that has been achieved, it is utterly eclipsed by the sense of debt and gratitude I owe to those who have played their part in making our original vision a reality. I would like to take this opportunity to say thank you to each and every one of you.

As humbling as the achievements to date are, in truth, we’re just getting into our stride and I remain incredibly excited about what lies ahead for RPM and the wider industry..

Hugh Robertson

Inspiration Information #1.

January Blues. What January Blues? We're raring to go here at the Old Treacle Factory and to usher in a year we expect to bring exciting innovations to our work and the industry in general we'll be blogging some of the trends, technology, cultural and business developments pushing things forward throughout January.

Crystal ball gazing is a mug’s game, so we’re not going to set ourselves up as marketing soothsayers but we do want to share what's exciting us as we enter into the most exciting year yet at RPM. These are the things putting a spring in our step every morning. Please share yours with us here or on Twitter, and check the Pinterest boards for daily inspiration.

'Social content', not social media

Content Marketing was the buzz phrase of 2012 for digital marketers and looks set to dominate the agenda this year for the Econsultancy crowd. For us, the important revelation the marketing world woke up to here was that a social strategy is not about what platform your brand should be on (Facebook? Pinterest?) but what content your brand’s audience wants from you. The platforms, of course, follow.

Writing in Marketing Magazine in December, Gordon MacMillan claimed that 2013 would be about throwing your social media strategy out the window and starting again. His point was just this; that brands should start with what they are going to say whether that’s called branded content, brand journalism or content marketing.

Too many brands know this all too well from Burberry to Bodyform (who both executed great work in this space last year) for it to be a revelation. We look forward to more coming around to the idea of entertaining, adding value, supporting customer passions and opening up their relationship with their audience through the power of content.

One note of caution on ‘content marketing’ though, watch out for the digital marketers who will turn this into another branch of the more dubious aspects of SEO, creating list article after list article as catnip for social sharers.

Real World Digital

From devices like the Twine box, which can be wired to Tweet when your washing is done or when the kids have their fingers in the chocolate cupboard, to the Nest thermostat which is controlled from your phone and learns your schedule to control the heat in your home accordingly, the ‘Internet of Things’ is going mainstream this year.

We love the applications that we’re already seeing in the marketing world – Bubblegum dispensers controlled by Twitter hashtags, city-centre snowstorms triggered by Foursquare checkins.

Take a look at our ‘Real World Digital’ board on Pinterest for more inspiration.

Start-ups go B2B

It’s getting harder and harder for the slew of consumer apps to cut-through amidst all the noise and that troublesome requirement for meaningful revenue models. Cynical tech scene commentator ReadWriteWeb reckons this will be the year when we take the axe to all those unused apps ‘with filters’ that have flooded our smartphones.

Some smart maneuverers have already sidestepped their original consumer proposition and gone B2B in search of meaningful revenue – take a look at Percolate who started out as a content digest for the time-poor culled from your social feeds but is now using its technology to power dashboard software that combines insight with content publishing for brand clients.

As it becomes more and more important for the tech innovators to make money we foresee more and more opportunities for brands to collaborate and bring value to their audiences in partnerships with tech’s best minds.

More next week and if you'd like to bring something to our attention, hit us @rpmltd on Twitter.

Luxe Box London by Lucy

On the 10th - 23rd December one of are very own, Lucy Heale, is showcasing Luxe Box London at the Start-Up Britain Christmas Shop in Richmond. PopUp Britain was created to give new British brands a rare opportunity to get their products onto the British High Street.

So pop down to meet Lucy and see her bold, iconic boxes packed with exquisite, hand-picked treats. The Urban Goddess Box will be on show; the perfect Christmas gift for those who appreciate quality and style.

The box includes the beautiful Wild Planet lavender scented candle ideal for long soaks in the bath, mouth-watering Rococo rose-pink champagne truffles for cheeky indulgent moments, a deliciously soft Tweedmill Textiles throw, a vintage collectable edition of classic love story Sense and Sensibility, a Thornback and Peel pigeon and jelly notebook and an elegant Reiko Kaneko lipstick mug.

Check out www.luxeboxlondon.com for more information.

The Brand Event and Eventia Awards

It's been a truly award winning week here at RPM, after incredible evenings at both the Brand Event and Eventia Awards.

The Brand Event Awards celebrate the event marketing strategies of the globe's biggest brands. On Thursday, RPM won the GRAND PRIX award for 'Best Alcoholic Drinks Event Strategy' for Smirnoff Presents Sensations, a one-of-a-kind dance event for 10,000 people at The O2. The M&S Agricultural show 2012 also won 'Best FMCG Event Strategy'.

Next we were off to the 2012 Eventia Awards, where RPM were awarded PLATINUM, the evening's most prestigious accolade, which recognises the agency that scored consistently high across all of its entries.

The following wins contributed to the score… 

GOLD 'Best Public Event' - Talisker Sail-in Cinema

SILVER 'Best Public Event' - Smirnoff Presents Sensations

GOLD 'Best Brand Experience' - Talisker Sail-in Cinema

SILVER 'Best Brand Experience' - M&S Agricultural Shows 2012

And finally, RPM Promotional People won gold for 'Event Services Supplier of the Year' for our work with Coca Cola and Sky.

What a fantastic end to 2012! Well done everyone.

Field Marketing & Brand Experience Awards 2012

Fantastic news as RPM and our clients Sky and Talisker picked up awards from the FM&BE's last night.

This year a special award for Experience Brand of the Year was introduced and RPM nominated Sky. Recognising a brand that has truly embraced live experience and made a significant impact on consumer awareness and brand perception, we were thrilled that Sky was declared overall winner!

The Brand Fans Award looks to award campaigns that have deeply engaged consumers and stimulated behaviour change. In this category RPM and Sky were awarded GOLD for Skyride, a campaign we are very proud of!

The Talisker Sail-In Cinema activation was awarded SILVER in the Most Effective Integration/Amplification category and BRONZE in the Most Immersive Event (Mass Consumer) category.

A tremendous evening for us and our clients and a huge congratulations to all involved on these campaigns.

Investing in ideas

The temptation to brainstorm the next Facebook in a creative session when responding to the latest brief seems ill advised at best. So, news that Coke has launched an Instagram competitor caught us off guard. Perhaps mobile photo-sharing is a big enough pie for them to happily take a slice and share it with the huge audiences in their owned channels that are yet to embrace this brave new world?

But, given the challenges that start-ups now face raising funding in an environment in which there’s increasing scepticism that those ad revenues will ever meet that magic point that turns an accelerating audience into a profitable business, perhaps now is a good time to reconsider the brand’s role in the start-up gold rush. Lots of great ideas struggle to convert an initial rush of new users into a consistent, engaged user base and it’s this engagement that investors will be looking at when bullet-testing the appeal of an idea. Getting to critical mass is still a faith game.

But what if an investor entered with the kind of reach that the best brands have access to through their owned channels, one that was able to help bridge that difficult period between the early adopters succumbing to ‘the next thing’ and a meaningful long-term relationship with normal users? Followers of the ‘growth hacking’ ethos who believe that early stage start-ups should disregard traditional marketing techniques and focus on tweaking usability and unlocking the ‘must have’ experience their product offers will disagree, but a brand patron might be a helpful partner here.

There are some great examples of brand-initiated apps, most of which follow the rule that an app should either be useful or irresistibly enjoyable while also born from the brand’s DNA. But there are so many great ideas out there in start-up land that will never reach an audience does the brand ever really need to build functionality from scratch?

Certainly, if we’re not aware of the ideas that are coming from this period of intense creativity then our own creativity will suffer. Worse, we may miss opportunities for our clients’ campaigns, platforms and experiences that create value for everyone in this chain – especially the audience.