The understated Cheshire town with a big heart – things to love about Handforth

You may or may not have heard of the Cheshire town Handforth from award winning restaurants (press release secured by Icon), a retail park, luxury car showrooms and let’s not forget Julie’s infamous iPad! It’s easy to see why Handforth is becoming an increasingly popular location with homeowners. The benefits don’t end there Handforth is within throwing distance of Manchester Airport (taxis to the airport cost around £16) but not on the flight path and well connected for commuters due to it’s excellent links via the A555 and A34 as well as bus and train services, outstanding schools and surrounded by beautiful countryside walks including secret cut throughs to Stanley Green, Styal and Handforth Dean (if you know you know!)

Handforth Map Supplied by Handforth Town Council

Just a mile and a half from the cosmopolitan town of Wilmslow but significantly more affordable you can snap up a property in Handforth for as little as £175k;

“House prices in Handforth have an overall average of £345,613 over the last year. The majority of properties sold in Handforth during the last year were terraced properties, selling for an average price of £354,450. Flats sold for an average of £174,385, with detached properties fetching £506,129.”

The Grange, Clay Lane Supplied by Handforth Town Council

With plans for a Garden Village in the pipeline and the new Anwyl Homes and Jones Homes developments Handforth is seeing an influx of homeowners and is set to become a destination of choice for first time buyers, families and downsizers alike. So what prompted us to write this blog? A social media video recently painted a less than favourable picture of Handforth describing it as a “snide Wilmslow” and we felt compelled to set the record straight. You can see the video here WARNING: contains graphic language . Our MD Kiesha Humphreys moved to Handforth around 6 years ago. Lured by the competitively priced properties she chose to move her family and business to Handforth to purchase her forever home and it’s fair to say she’s fallen in love with the charm of this once maligned village.

“There’s so much to like about Handforth, with a great selection of pubs and restaurants, shops and takeaways it was a no-brainer to move to Handforth. When we were house hunting a homeowner told us how she used to be a Wilmslow snob before moving to Handforth. My two boys used to love going for rides on the miniature railway in Meriton Park on a Sunday when they were  younger and everyone is so friendly. I can still dip into Wilmslow when I need to but I simply LOVE living in Handforth”.

Handforth Miniature Railway Credit: Handforth Miniature Railway Facebook Page

There’s plenty to do for younger residents too with a weekly youth club, scouts, regular events at Handforth library and a skatepark. The community spirit is in abundance during events such as Halloween, Bonfire night and Christmas carols in the paddock. Handforth has many established businesses such as Second Opinion which has been a regular fixture in Handforth since the early 80s. Their beautiful salon has recently undergone a full refurbishment confirming their commitment to Handforth.

We’d be remiss not to mention the newly opened Marguerite Patisserie Handforth’s newest coffee shop. Replacing Woods paper shop which ended it’s lengthy tenure due to retirement. Marguerite is an Instagrammers dream. Think delicious baked goods, coffee and ice-cream available to eat-in or takeout. Simply beautiful and cosy you’ll love it!

Marguerite Patisserie Credit: Marguerite Facebook Page

This only scratches the surface of all the great things to see and do in Handforth but we must give Shentons Farm Shop a special mention who upped the ante during COVID keeping the people of Handforth and surrounding areas well served for eggs, fruit, veg and more.

Intrigued? Why not pay Handforth a visit? Whether you’re looking to get pampered, go for a meal or some retail therapy Handforth has it all. If you’d like to share your love of Handforth or discuss business in one of Handforth's many coffee shops we’d be happy to have a chat simply complete the callback form and we’ll be in touch.

How Storytelling Can Humanize Your Marketing Efforts

When you think of storytelling, it probably conjures up the phrase, ‘once upon a time’ or an image of a parent reading a book to their child before bed. But what does it actually mean when we refer to it in a marketing context?

 Yes, storytelling content includes a clear narrative and structure like the texts you read in school but using it as part of a campaign becomes a way to make your brand exciting. Instead of just listing what your business does and stands for using bullet points, why not consider how you can construct a narrative around these facts?

 Consider the history of your business and how it first started – you can share your personal story from zero to hero. How did you make the jump from having an idea of something that you could sell, to now actually selling it?

 People love a good story – so why not try to recreate that childhood wonder of turning the pages of your favourite bedtime tale? Or think about how newspapers can hook you right from their catchy headlines. If you can present information about your business in a way that feels new, personal and creative, then you’ll already stand out from the rest.

 Ultimately, we’re humans marketing to other humans. We’re not robots - we have emotions, so we can get bored easily. Telling stories ensures that we bring the human element into all of this – a face can be given to your brand and suddenly, what you write about can become relatable or make your audience laugh.

 You can use case studies with clients, showing to your audience through stories that a real impact has been made on others, helping to convince them that you’re trustworthy.

 It has been found that stories activate more regions of the brain than language alone – they are effective in stirring the senses when sensory imagery is used for example. Using language that connects with the senses can make your brand more memorable.

 Storytelling doesn’t just have to include words – it can be done visually too. Using images and videos to tell stories in advertisements or even in creating a logo can help show that there are people behind your brand and there is a history associated with it.

 Final Thoughts

 When thinking about how to implement storytelling for your business, the most important thing is to make sure that you are consistent. Discovering your brand’s voice and the imagery to go with it should be seen across all your platforms and in all interactions with your clients. This will not only demonstrate that you are unique in what you do but also that it doesn’t feel like your business is solely run by robots (in the event that it actually is, then you need to at least make it seem like it isn’t)!

 For assistance in telling the stories that matter to your business, get in touch with us today at kiesha@iconmarketingcommunications.co.uk

The Art of Email Marketing: Finding the Perfect Email Frequency

Email marketing remains one of the most effective channels for reaching and engaging with your audience. Despite the rise of social media, chatbots, and other digital marketing tools, email marketing consistently delivers a high return on investment (ROI). However, one of the critical factors in ensuring your email campaigns' success is finding the right balance in terms of frequency. How many emails per month should you be sending to your subscribers? Let's dive into the art and science of email marketing to discover the sweet spot.

Why Email Marketing Still Matters

Email marketing offers several advantages that make it a cornerstone of digital marketing strategies:

1. Direct Communication

2. High ROI

3. Measurable Results

4. Customisation and Segmentation

The Sweet Spot: Email Frequency

One of the most common questions businesses ask is, "How often should I send emails to my subscribers?" While there's no one-size-fits-all answer, research and industry best practices offer some guidelines.

1. Understanding Your Audience

The ideal frequency largely depends on your audience and the nature of your business. Here are a few considerations:

Type of Content: Newsletters, promotional offers, transactional emails, and product updates might each have different optimal frequencies.

Subscriber Preferences: Some audiences prefer regular updates, while others might find frequent emails intrusive.

Industry Norms: Certain industries, like e-commerce, might benefit from more frequent emails compared to others, like B2B services.

2. General Guidelines

While it varies, several studies suggest a general sweet spot for email frequency:

Once a Week: Many businesses find that sending one email per week strikes a good balance. It keeps your brand top-of-mind without overwhelming your subscribers.

 Two to Four Emails Per Month: Sending emails bi-weekly or weekly is often effective for maintaining engagement without causing fatigue.

Adjust Based on Engagement: Pay attention to your open rates, click-through rates, and unsubscribe rates. If engagement drops or unsubscribe rates rise, consider scaling back.

3. Testing and Optimisation

Finding the perfect frequency requires testing and optimisation. Here’s how you can approach it:

A/B Testing: Experiment with different frequencies for different segments of your list to see which performs better.

Monitor Metrics: Regularly review your email performance metrics. High open rates and click-through rates indicate a healthy frequency, while high unsubscribe or spam rates suggest you may be over-communicating.

Solicit Feedback: Ask your subscribers for their preferences. Surveys can provide valuable insights into how often they want to hear from you.

4. Segmentation and Personalisation

Not all subscribers are the same. Segment your email list based on demographics, behaviour, purchase history, and engagement levels. Tailored content sent at the right frequency for each segment can significantly improve your email marketing effectiveness.

Best Practices for Email Frequency

1. Quality Over Quantity: Ensure each email provides value. Relevant, high-quality content will keep subscribers engaged, even if you email them frequently.

2. Consistency is Key: Whether you choose to send emails weekly, bi-weekly, or monthly, maintain a consistent schedule. Consistency builds trust and sets expectations.

3. Automated Email Sequences: Use automation for welcome emails, abandoned cart reminders, and follow-up sequences. These can complement your regular email schedule without overwhelming your subscribers.

4. Responsive Design: Ensure your emails are mobile-friendly. With more people checking emails on their phones, a responsive design is crucial for maintaining engagement.

Conclusion

Email marketing is a powerful tool, but its effectiveness hinges on finding the right frequency for your audience. By understanding your subscribers, testing different approaches, and consistently providing valuable content, you can hit the sweet spot that maximizes engagement and drives results. Remember, the goal is to stay top-of-mind without becoming a nuisance. Happy emailing!

If you’d like to chat about your email marketing best practice or any other aspect of your marketing campaigns our MD Kiesha would love to speak with you. Feel free to send her an email on kiesha@iconmarketingcommunications.co.uk

How to ensure you start 2021 with your best foot forward

Economists could never have predicted what a tumultuous year 2020 would prove to be. Two national lockdowns, the demise of many high street brands and the uncertainty of Brexit have all created the perfect storm for a difficult year of trading. Although there are some ‘green shoots’ particularly with the advent of a vaccine. There’s no denying that the start of 2021 will spell the survival of the fittest. So, what can we do as 2020 draws to a close to ensure our businesses are as robust as possible? Read on to hear my top tips on how to make 2021 a bumper year.

Back to Basics

When did you last review your business plan? If the downturn in trading has left you with more free time now is a great opportunity to create or revisit your business plan. Can you provide your product or service in a more accessible way? Perhaps incorporating video consultations to clients or moving the business online. Knowing what we know now heading into 2021 we should be fully armed with a fool proof business strategy.

Pivot! Pivot! Pivot!

The term pivot has shot into our vocabulary with many businesses looking at inventive ways to continue trading. The swerve, as some commentators are now referring to it, is a way of making your business COVID proof. Events companies distributing care packages for companies, pubs opening delis and businesses adding a new range of services. The ‘swerve’ is keeping many businesses afloat. Can you adapt or expand your services?

Budget

Relook at your budget, what can be cut back on or repurposed? Although it’s tempting to slash marketing budgets the only way to survive is by investing wisely in the business. Marketing is an integral part of this. So, start by looking at your budget and allocating a proportion to marketing activity. If budgets are tight look at activity which will give you the best ROI whether that’s a PPC campaign, paid social or email marketing the tools are there to make your £’s work for you.

Wellbeing

With many staff still WFH (working from home) it’s likely to have taken a toll on their mental health. After all, the workplace is ordinarily a sociable environment. Do your staff feel valued? With current restrictions it’s unlikely that many companies will be able to hold an annual Christmas party this year. What can you do to ensure your staff are happy and appreciated?

Brexit

With less than 1 month to go until the end of the transition period we will be working with new rules for trading with the EU from 1st January 2021 onwards. Are you ready? Do you need to look at having your qualifications recognised by EU regulators or do you need to apply for a work permit? Trading with the EU will be a little different next year make sure you’re not caught out.

Although 2021 seems a little daunting with the right professional help you can make it successful. To see how marketing can help you achieve your objectives get in touch to arrange a socially distanced consultation kiesha@iconmarketingcommunications.co.uk