In the second of our expert discussions, Pivotal spoke to Emma Walls, marketing director at Glenisk, to ask her for her thoughts on marketing, marketing agencies, plans for Glenisk and their new zero emissions electric sampling van.

Budgets are tight for many in 2010.  What do you see as your main Marketing challenges this year?

Growth, the same as every year! Budgets are tight and must be judiciously invested. For Glenisk, it’s about adding value for customers, keeping prices keen and communicating what makes us different in a really compelling way.

In terms of marketing mixes – what are your must haves?

It’s a balance; price and retail promotions are critical. From a communications point of view, the web and social media are growing in importance. PR and sampling are as important as ever, and this year for the first time, we are investing heavily in advertising. Packaging is sometimes overlooked but for Glenisk,  it’s one of the most powerful communications resources at our disposal so we constantly invest in it.

What are the key things that are important to you when choosing a marketing agency?

It’s such a cliché but chemistry is a major influence. You have to be confident that you can work with an agency and establish a long term relationship so a common ethos helps. I would look carefully at their portfolio and client list and it’s always nice to see an agency that’s not afraid to be a little radical.

What do you see as vital components to your 2010 marketing plan?

Packaging, PR and sampling are as important as ever. Advertising is playing a major role for the first time in our plans so will be an integral part of the marketing mix for 2010.

During an interactive promotional/sampling campaign what are your top three expectations from any provider?

The same for any agency or any marketing campaign. Sound judgement, a very good understanding of the brand, and the ability to respond to a changing brief.

Are you a believer in social media?

Yes. It’s the future of communications and one of the most powerful means to engage your consumers. It allows you to talk with rather than talk at consumers, and most importantly, listen to your customers.

Do you engage?

Professionally yes. Personally … not so much. I’m kind of a ‘less is more’ gal. I love my friends but I don’t need to know their every waking thought…

We saw your new ad and really love it, can you tell us a little about putting it together?

We had a lot to say so it took a while to agree an approach. You can see the ad and read more about what inspired it here.

It’s one of the first adverts of its kind with your message delivered through the sounds of nature rather than speaking, truly effective – did it take you long to come to this decision and why?

The idea was to let nature do the talking, much like our products. But we have a couple of versions of the ad so some explain in more detail what makes Glenisk different.

Without giving too much away have you any big plans for this year?

As well as advertising, lots of sampling. Our zero emissions electric sampling van will be touring around, to give people a chance to taste our products.

Is it important to you to build a relationship with your agency that focuses on quality of delivery as appose to reduced costs?

Costs are always important and never more so, but value is what counts. For us, it’s not about finding the cheapest solution; it’s about getting the best value possible. So quality delivery or execution is essential in an agency, but so too is creativity and a desire to do things differently.

In terms of the agencies you work with, what was the key elements they had which made you choose them?

Reputation, portfolio, people.

Is it important for you to have a personal contact within the agency that is available 24/7 – as we all know things can happen outside of normal hours!

I don’t know about 24/7, but often opportunities or ideas arise suddenly and we need to turn things around very quickly. Working with an agency that can respond quickly and effectively is very important.

Do you utilise your agencies for support outside of their services, e.g. advice on marketing plans etc?

There’s a lot of cross-over so we don’t try to pigeon-hole agencies into one discipline. And I find that the really good agencies are not shy about putting forward their ideas on marketing strategy.

What’s the worst sales gimmick you have ever received?

No one stands out but I have an aversion to ‘snazzy bags’. When I see one coming in the post, I get the feeling someone’s been wasting their time.

Thanks so much to Emma for taking the time to answer our questions.