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Better marketing from the inside, out. We’re transformation experts that align and empower marketing teams.

At Signal, we help brands navigate the noise and do better marketing - from the inside, out.

Signal | Better marketing from the inside, out. We’re transformation experts that align and empower marketing teams.

Signal | Full Service Marketing Agency | Cheltenham, Edinburgh & London

Signal | We're a full service marketing agency that help big brands make an even bigger impact. 

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Better customer-led communications for one of the UK's biggest banks.

A better welcome for new supporters, automatically.

A powerful campaign highlighting medical progress.

We really enjoyed working with Signal and were delighted by the clarity, confidence and boldness they brought to the project.

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Boardrooms may have been replaced by kitchens, spare rooms or even sheds, but there’s no reason why remote meetings can’t be more efficient than face-to-face meetings. After all, they can promote a sharper focus and a more disciplined approach. Our tips should help you do exactly that – some of these techniques apply to physical meetings too, so they could help as a good reminder of best practice.

All meetings need preparation, but virtual catch-ups add a layer of complexity. It’s worth spending a bit of time thinking about the structure and mechanics in advance:

• Circulate an agenda – give people enough time to prep and remember that not everyone’s working hours and patterns are the same.

• Allow breaks – remote meetings can feel intense, so give people time to move away from the screen for a while.

• Keep energy levels up by never going longer than five minutes without a discussion or group activity. Use breakout groups to get people working together in smaller teams.

• Keep things tight and interactive – focus on the quickest, simplest and most effective ways to share information, promote discussion and make decisions.

Working from home makes for all sorts of distractions but encourage everyone to be present and stay “in the (virtual) room”:

• Clear your work space. Have pen, paper and the agenda in front of you but nothing else; put your phone on silent and out of view; close the door.

• Encourage everyone to have their cameras on (but stay on mute when not talking). This helps you all stay focused and fosters a team spirit.

• If it makes you feel more comfortable, stand up when you present (although remember where the camera is!).

Start the meeting by bringing everyone into the “room”. Connect as human beings – we need that right now – and help colleagues get into the right mindset by welcoming them in.

• Do a tech tour so everyone knows how to participate. Ask people what room they’re in or what they can see from their workstation to break the ice and introduce the chat function.

• Agree the purpose. As for all meetings, remote or otherwise, if there’s no purpose there shouldn’t be a meeting. Why are we here? What do we want to achieve?

Everyone has a shared responsibility to engage, rather than watch from the sidelines. Make sure everyone feels willing and able to participate fully:

• Set expectations of engagement from the start. In your tech tour, remind people about functionality like chat and hand-raising.

• Remind people that everyone has a voice – frame your meeting as an open forum where everyone’s point of view is valid.

• Try to prevent people talking over each other. As you can’t read the body language this can be tricky, but try to keep control of the meeting by asking people to speak in turn.

Video conferencing platforms such as Zoom and Microsoft Teams have excellent additional functionality to help your teams collaborate remotely:

• Zoom enables a facilitator to split the meeting into up to 50 separate breakout sessions, which is useful for workshops; you can also create polls for instant feedback

• Miro offers digital whiteboards and includes some useful templates

• Google docs allow you to co-create, edit and share easily. 

One benefit of lockdown is that it’s forcing us to learn fast, improve our working practices and think more about how work and life co-exist. And in the post Covid-19 world, remote meetings may well remain a core part of our working lives. Companies will invest more in enabling tech and less in office bricks and mortar; we’ll spend more time working from home and less time travelling.

With the right tech and tools to hand, there’s nothing to stop us connecting to tackle problems and explore opportunities, productively and effectively. And if we can do so in our slippers, then what’s not to like?

Objectives.pdf

Empathy Map.pdf

During lockdown we’ve worked with clients who are looking to re-pivot quickly on existing activity or do new activity in response to COVID-19 and these are a couple of the templates (Objectives & Empathy Map) that we’ve found most useful for this – feel free to use yourself

Virtually Better Meetings.pdf

Life During Lockdown: Better Remote Meetings

In our last bulletin, we looked at the toolkits that are out there to enable virtual collaboration in these disrupted times. Now we’re going to focus on how to deliver focused, effective meetings in the virtual world.

Life During Lockdown: Better Remote Meetings | Signal Blog

Teamwork is tough during lockdown. It can be tricky to kick around new ideas, get a game plan together, or have a group round up when you’re all flying solo at home. A few weeks in, and we’re starting to get to grips with the new realities of remote working. True, most of us have had the inevitable interruptions from partners, pets and children (my two-year old sitting in on my meeting was especially memorable). But it’s also given us a great chance to trial out some of the new collaborative toolkits out there. It’s true that Zoom and other video hangouts have already become a mainstay for many teams. But we’ve found that the teams that have adapted most seamlessly and efficiently to the new normal are the ones using more sophisticated options.

An Agile approach to managing work is becoming mandatory for marketing organisations. The teams that are seeing the most success are the ones that are purposefully building a “stack” of complementary collaboration tools that allow them to work together effectively and efficiently.

But it can be a challenge to pick the right set of tools for your team. Your options might be limited – either by the company you work for or the technological parameters you’re working in.

There are two steps to overcoming these challenges:

• Firstly, think about the specific marketing processes that your teams are involved in.

• Secondly, ask yourself whether you have the right tools in place for each of those processes.

To get you started, we’ve put together a list of the collaboration tools that we’ve found useful across Signal.

Hopefully our suggestions give you a starter for ten – but remember these tools have to work for you and your teams. Sometimes it’s a case of trying and testing toolkits to make sure they are making everyone’s lives simpler and not adding more obstacles. If you’d like to get some tips on getting the most from your toolkit or benchmark your position with similar businesses, we’d be happy to have a chat.

Collaboration Stack .pdf

Life During Lockdown: 
How do your collaboration tools 'stack' up?

Teamwork is tough during lockdown. It can be tricky to kick around new ideas, get a game plan together, or have a group round up when you’re all flying solo at home. Here at Signal we’ve put together a list of the collaboration tools that we’ve found useful.

Life During Lockdown: How do your collaboration tools 'stack' up?

Now that many of us are working from home, getting collaboration and team wellbeing right are more important than ever before. And that’s where taking an Agile Marketing approach can really help. We’re going to look at some Agile ideas that can help us all keep things running as best we can.

The coronavirus has disrupted businesses large and small across the world, creating an unprecedented remote working experiment. Now that many of us are working from home, getting collaboration and team wellbeing right are more important than ever before. And that’s where taking an Agile Marketing approach can really help. We’re going to look at some Agile ideas that can help us all keep things running as best we can.

Working from home can be isolating. But Agile Marketing comes with a built-in solution. One of the best things you can do to support remote working is to introduce a daily stand-up.

• Hold a short, 15-minute or so meeting every day that gives your team the chance to connect

• Chat through what everyone is working on

• If someone needs help, this is a great place to flag it

If you’re already running a daily stand-up, check the attendee list. Are there any other colleagues who could benefit from keeping in touch?

This is a concept from Agile project management. A retrospective is a short, facilitated workshop that lets a team assess progress and Identify ways forward.

• Talk through progress on a project or a campaign

• Or review how working remotely is going

• There are lots of meeting templates you can use, from “One Word – Battery Check” to “Three Little Pigs”

Running retrospectives has been popular in Agile software development, so there are already a number of templates available. We’ll also soon be publishing a separate article on retrospectives.

Collaboration tools are ideal for working remotely. Your business might not yet have taken full advantage of them, so now is the time to explore and see what’s possible:

• Monday is good for project management

Many platforms offer free or discounted trials, so you can experiment and find the right option.

Working from home means your team will have unavoidable distractions throughout the day. It’s important to remember that we are all juggling more balls than usual. Being flexible can really help:

• Tweak your work hours to make space for your life – or for your colleagues’

• Don’t worry if children or pets interrupt a video call

• Look out for your colleagues and if they’re feeling overwhelmed, offer to share the workload

Life has been turned upside down so much that it can be tempting to shelve big ideas for the moment. But it’s important to keep on track.

• This is going to be the new normal for a while, so don’t let it hold you back

• Some projects may be risky to tackle in full, but you could still take a first step

• An Agile approach breaks large projects down into more manageable pieces, so they are easier to move forward with

Hopefully these five ideas give you some inspiration on where to start. Exploring and experimenting now, even if it means a little trial and error, won’t just help your team get through the next few months. It could also mean you’re fully set up to work remotely even when life gets back to normal.

Agile.pdf

Life During Lockdown: 
Remote working, Agile style

Taking an Agile Marketing approach can really help whilst we're all working from home. In this article we're looking at some Agile ideas that can help us all keep things running as best we can.

What single part of your business has a proven impact on increasing revenue, lowering operational costs while growing your market share? 

Infrastructure? Utilisation? Agile methodologies? Robust business strategy? All have crucial roles to play, but there’s something else that has an even bigger impact.

It’s not just about having an in-house design team. It’s also about establishing the correct conditions for true design to flourish and making it integral to your organisation. 

InVision (whose design tools are used by 5m people worldwide, including every company in the Fortune 100) recently undertook the largest design adoption survey ever created and, luckily for us, it proves that good design = good business. 

‘The New Design Frontier’ surveys more than 2,200 companies across 24 industries, in 77 countries. And it proves that the more integrated design is to an organisation, the more successful they are across a plethora of metrics.

Before we delve into the intriguing statistics, it’s equally important to understand how they measured and analysed the data. InVision segmented the organisations involved into 5 levels of ‘design maturity’ - 1 being the lowest level of maturity and 5 being the highest. These can be summarised by the following:

Producers - Design is what happens on screens and makes things look good

Connectors -  Design is what happens in a workshop

Architects - Design is a standardised scalable process

Scientists - Design is a hypothesis and an experiment

Visionaries - Design is business strategy

Unsurprisingly, only a fraction of the companies that took part in the survey are truly benefitting from the impact of design. Visionaries make up only 5% of the companies that involved, while a whopping 41% fall into the Producers category, the lowest-level of design maturity. 

While 41% is the largest of the 5 groups, I believe this is still remarkably positive. As 59% of all other organisations fall into the higher levels of maturity, it is encouraging that the world is beginning to realise the importance of design and that we are moving in the right direction (albeit slowly).

“Companies in our study reported that when design takes center stage, it can have a direct impact on tangible business results, like revenue, valuation, and time to market.” - InVision’s ‘The New Design Frontier’

More interestingly, not only does the report demonstrate a direct correlation between design maturity and customer satisfaction, but also revenue and cost savings. 92% of Level 5 companies (Visionaries) state that design has significantly impacted their revenue - that’s 4x greater than that of a Level 1 company (Producer). As for cost savings, Level 5 companies state an impact that is 5x greater than that of a Level 1 organisation.

However, I’d be lying if I said I was all that surprised. Thinking about some of the fastest-growing, smartest and most-disruptive organisations in the world - agency, startup, product or a service - what do they all have in common? Design is intrinsic to their business. It’s not a coincidence that regardless of whether you see a website, app, email, presentation or printed material from these brands, everything has been considered and designed based on user needs and is of a consistently high quality. Nor is it a coincidence that better-designed products and services are adopted faster and in greater numbers. 

Design, like most creative fields, can be subjective. Even the very meaning of the word gets misconstrued. I am sure I am not the only designer who has had a ‘making pretty pictures for a living’ joke made at their expense before. The irony is that these comments couldn’t have reached me without great design being involved - they are frequently typed on an iPhone, via WhatsApp or a social network (with accompanying emoji of course).

In order to elevate design within your organisation, there needs to be a pivotal shift in the perception of what ‘design’ is, throughout all levels of the business. This begs the question...what is design? 

However, while the aesthetic value of design is, of course, important, it’s not the whole story. In the Design Disruptors documentary Julie Zhuo, VP of Product Design at Facebook states “Design is the act of intentionally solving problems” and lands on one of the closest descriptions we can hopefully all agree upon, regardless of the field of design. Let me explain why:

It has purpose - Designers inherently tend to work in the interest of others, not ourselves. The word ‘intentionally’ is used because we choose to tackle challenges, most of which are not our own, but that of a user. 


It has difficulty - The word ‘solving’ is there for a reason. Design is not easy. Regardless of methodology, it requires a lot of thinking that can last months, even years to perfect the solution to the problem.


It isn’t primarily focused on visual aesthetic - Yes, well-designed products tend to look good, but that is usually a byproduct of solving the problem better than others. For example, the iPhone was not the first smartphone, Apple just figured out how to do it better than everyone else. Apple’s competitors then copied their successful formula because the way it was designed had set a new standard for usability and desirability.


There is more to your design team than meets the eye

It’s clear then, that businesses too often pigeon-hole design in the ‘making things look good’ category, when really, your design team are an untapped resource of problem solvers. 

Design should be treated as an asset, not a commodity. Having a truly talented and empowered design team is rare, but it is your secret weapon against your competitors. Recognising this will empower your design team to deliver countless creative solutions to your business challenges.

The commercial and cultural results of elevating design are proven in InVision’s New Design Frontier research - with truly design-centric companies seeing four times the revenue and five times the cost savings. 

However, as the report carefully articulates, it is not a case of design adoption, but design maturity. And like all maturity, it takes time and steady progress. Crucially, this begins with a commitment to improve and an action plan that the whole organisation can buy into.

Design should be treated as an asset, not a commodity. Why? Design-centric companies see 4 times the revenue and 5 times the cost savings. 

What single part of your business has a proven impact on increasing revenue, lowering operational costs, while growing your market share? The answer? Design. 

Why good design equals good business | Signal Blog

Google occasionally injects movement and colour into their iconically spartan homepage with a Doodle.  

Typically these Doodles commemorate science, inventors and subjects close to the search engine's heart. That's not always the case, though, the first-ever Google Doodle was a Burning Man stick figure. And on the 5th of December, 2019, the homepage celebrated wellies.

An animation of Google's logo dancing in a puddle might seem like some welcome whimsy to liven up the day, but Google's Doodles are big business. They're multi-million pound opportunities that some of the world's best search marketers fight over.

They can deliver enough customers to empty your warehouse, fund your charity for months or even crash your website.

It is often the case that clicking on the Doodle, or trying to interact with it, will take you to Google search results for a related keyword. 

For example, in the first few hours of Google's Wellies Doodle, the top most result was a PPC ad from the Edinburgh based Hunter Boots. A company founded in 1856, and that holds several Royal Warrants by Appointment as official suppliers to the royal court was at the very centre of an entirely modern phenomenon.

As our Planning Director Phil Adams, who noticed Hunter's prime position, pondered on Twitter; did Hunter Boots plan this?

It's an interesting question. Would it be wise or unwise to have the top position in search when you are paying for each click during the surge in searches the Doodle was creating?

Search ads are more than just clicks. As a result of Google's Doodle and Hunter's ad, I now know they offer a 20% student discount. I learnt that without a click. Who says search marketing can't also be brand marketing?

The problem with paying for each click during a search surge, however, is that you can blast through your budget.

Traditionally, Google's PPC budgets are set to have a daily spend. It's less well known that Google reserves the right to spend up to 200% of your daily budget on a single day, in exchange for balancing your total spend over 30.4 days. Usually, this is a handy feature as it creates flexibility.

Right now, though, Google is testing letting campaigns drawdown from a monthly total. Any advertiser who has opted into this test and made the necessary changes could find a whole month of budget spent in a single search surge.

Whether it's worth spending an entire month in a day and resting for the remaining days will be different for advertisers, products and campaigns. It's a reminder to make sure analytics are as fast and insightful as possible. 

You might be wondering what The Cook Islands have to do with all this. They are memorable for two reasons. 

Let's get the giggling over the first reason out of the way. The TLD for the self-governing island country is .ck and therefore businesses use .co.ck.

Secondly, the Cook Islands are the easternmost Google homepage. In other words, the first instance of Google to reveal a global daily Doodle, like the Wellies celebration of December the 5th, is Google.co.ck. 

If you want to know what today's Google Doodle is going to be then watch the ‘co.ck’.

Newspapers do. The effects on the daily news search results are immediate. Here's how the search results for Wellies looked just a few hours after the Doodle went live in the UK.

Dramatically different, with articles about the day’s doodle on The Sun, iNews and Daily Star websites highlighted as top stories.

If you are curious, the Google algorithm which allows the results to change this much and so quickly is called Caffeine. It's been in use for nearly 10 years. 

Google explains how Caffeine helps it serves up information more quickly:  

“With Caffeine, we analyze the web in small portions and update our search index on a continuous basis, globally. As we find new pages, or new information on existing pages, we can add these straight to the index. That means you can find fresher information than ever before—no matter when or where it was published.” 

You can read the full article on their blog for more details.

It's also worth noting the changes in the paid search landscape too. Just a few hours after the doodle went live, Hunter's old text ad has gone.

Shopping campaign ads are appearing instead. This could be because Hunter ran out of money, or because the algorithm adapted at caffeine speed to adjust to the search surge and accompanying change in user behaviour. Or both.

As a side note, Shopping campaign ads are worth exploring for any retailer, because they show a photo of your product and other information to help people make a buying decision. And if you're based in the European Economic Area then Comparison Shopping Services (CSS) requires careful consideration (Google created them to meet the European Commission’s anti-monopoly requirements).

Google’s funny Doodles deserve to be taken very seriously by paid search marketers as, out of the blue, they could turn your plans for the month on their head.

If your SEO game is strong, then Google's Doodle's are all opportunity. If you're a newspaper and able to have your newly created page injected above the standard results, then it's an opportunity you might even win.

And the Cook Islands are a vital asset when it comes to securing victory, and (pardon the pun) help you put the boot into your competitors. 

How Google Doodles can help search marketers give it some welly

Google Doodles aren't just fun, they can help search marketers can put some welly behind their PPC results and put the boot into their competitors.

Google Doodles aren't just fun, they can help search marketers can put some welly behind their PPC results & put the boot into their competitors 

How Google Doodles can help search marketers give it some welly | Signal Blog

Marketing automation spend has seen tremendous growth over the last decade. As of 2018, it was estimated to be an $5.10 billion industry and is expected to reach between $14.15 and $32.6 billion by 2024. 

And little wonder. Marketing leaders - continually seeking an edge in delighting customers and growing revenues - are rightly keen to employ tactics that can take away time-consuming (and expensive) repetitive tasks, while letting their teams focus on higher value activities. 

The term ‘marketing automation’ is, however, unhelpfully broad. It can describe anything from lead scoring technology that monitors user behaviour on websites, to machine learning algorithms that select, test and promote different combinations of words in email subject lines or PPC ads.

Find out how we're helping financial services brands improve their customer experience and save millions.

When we talk about marketing automation in a financial services context at Signal, we are usually talking about Data Processing Automation (DPA). 

This means using Customer Communications Management technology to connect data and content, intelligently and at scale. 

The tasks that we automate sit at the heart of major communications programmes. And we know from experience that doing them right has a marked impact on internal efficiency and the effectiveness of the final messages. Happily, this also reduces the overall cost of the activity. 

Specifically, the benefits of DPA include:

Speeding up and de-risking the marketing communications process

Simplifying multi-channel campaign management 

Enabling far greater levels of personalisation 

Making it easier to switch vendors downstream in the supply chain.

The business case is typically very strong, therefore, and payback on the initial investment often seen in short timescales. But how do you actually get started? What do you automate? How do you make sure your efforts work as planned and don’t lead to unintended consequences? 

Our work allowed a major retail bank to save 8,500km of paper and over £7million. Find out more.

The five-step starter guide to automation at scale

Here’s our five-step starter guide for marketing teams looking to reap the rewards of automating their communications activities. 

Automation ultimately involves an investment of time and money. That’s why we believe it’s critical to first focus on eliminating waste from your existing processes - then you can work out where the investment of automation will have the biggest impact.

This may seem obvious, but automation only works when there are repeatable elements. The more changes that are required, the more manual effort creeps back in, as each change will need to be checked. 

This can be balanced by ensuring that those aspects that change add value. For instance, changing images and copy to suit each audience, but maintaining a consistent layout.

2. Work with people across the end-to-end process

The way that one team or individual completes a job can often affect another team or individual at a much later stage of the process. This is usually not understood or appreciated by either party. In this situation, there tends to be little or no perspective of the wider process, which leads to a lack of empathy and resistance to change. 

Establishing this perspective organisation-wide enables us to simplify processes and automation. We achieve this by bringing all the people in the wider business together to understand the end-to-end process, and then co-creating solutions that reduce wasted effort and remove pain points.

With large organisations, we often see data being sent in different formats from different teams. If you set up the workflows for automation to handle each of these data permutations, it introduces unnecessary risk. Additional overhead is also required to manage and maintain multiple workflows. 

There often isn't a good reason why things aren't (or couldn't be) standardised. Nor is there usually any additional cost to do so when setting up these workflows, though there might be to do so retrospectively. If it's never been a requirement though, there is a tendency to reinvent the wheel, whether people are conscious they're doing so or not.

Again, this links back to my previous point. If I only consider my own step I might be making life harder than it needs to be downstream.

4. Ensure everyone sees the bigger picture

Organisations can have conflicting objectives that reduce the positive impact of automation. For example, where there are dual goals to both spend less time delivering campaigns (operational efficiency) and achieve greater levels of personalisation (improving customer experience). 

The danger arises if the additional personalisation isn't adding value. In effect, simply swapping one inefficiency for another.

Therefore it's really important to think about what you want to achieve up front, and put sufficient training in place so that these issues are fully understood.

Those colleagues whose roles are candidates for automation will want to know what it means for their job. 

It’s important to be ready to show how these capabilities improve the customer experience, and allow campaign managers to focus on areas where they can genuinely add greater value.

If you’re interested in understanding where automation could benefit your business - or how to set it up, get in touch. 

A 5 step guide to automation and personalisation for financial services brands

Here’s our 5 step starter guide for marketing teams looking to reap the rewards of automating their communications activities. 

A 5 step guide to automation and personalisation for FS brands

A five-step starter guide for marketing teams looking to reap the rewards of automating their communications activities 

A 5 step guide to automation and personalisation for financial services brands | Signal Blog 

A 5 step guide to automation and personalisation for FS brands | Signal Blog 

At the IOF recently I overheard a few senior fundraisers stating how their intuition was core to making large scale future fundraising investments. 

And this of course is nothing new. One of the benefits of being an experienced fundraiser is having a well-honed gut instinct for what works well and what doesn’t.

There’s no doubt that intuitive bets have paid dividends for many charities in the past. And in a stable and established charity sector, following your instinct is a sure-fire way to success based on a well-worn feel for what worked in the past.

Today, however, relying on hunches alone has become increasingly risky. 

When intuition meets increasing complexity

Fundraising is fast becoming convoluted and complex. The variety of ways audiences support and engage is evolving and, as a result, decision-making based based mostly on intuition is less assured and less likely to succeed. 

As this trend continues, many senior fundraisers are in a tricky position, where even with years of experience and knowledge on their side, acting on gut instinct can be a bit of a gamble. 

It makes a lot of sense then to combine that hard-won intuition with a more evidence-based approach, leveraging insight derived from data. 

So why aren’t fundraisers already doing this across the board?

Most charities have a wealth of data but not always at their fingertips. Putting this data to practical use for decision-making is often the biggest obstacle.  Maybe it takes months to compile a post-campaign-analysis simply because that’s always the way it’s been done. Perhaps you are able to only look at channels in isolation, or your reports don’t roll up to give a high-level view of performance against priorities. 

Or maybe it’s the fact the mosaic of performance measures available is blinding you to what’s working, what isn’t, where you should invest and where you might want to optimise. 

Whatever the reasons, it takes a concerted effort to embed usable views of performance derived from data. 

In our experience this is best delivered via browser-based dashboards – highly accessible and easy to consume reports in a graphical format – which, when delivered collaboratively, can fast become an invaluable source of actionable insight across your organisation. 

These well-designed visual dashboards work on a number of levels, helping you gain a clear picture of key aspects of performance, so you can unpack activities and optimise spend. 

Track the KPIs and insight on what’s business critical

Make business decisions supported by robust, accurate insight

Visualise moments of truth, customer journeys and future contact strategies 

Instill governance and controls - all from a single source of truth

Deliver automated and real-time insight directly to every user’s device.


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