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EDITORIAL Welcome!

FEBRUARY 2018

CONTENTS

2 Pendulum Summit 2 Finger on the Pulse 3 Project of the Month 3 New Website 3 Promotional Merchandise 4 Charity of the Month 4 Brand Performance Audit 4 Newest Member of the Team 4 Service of the Month

Our goal in 2018 is to share the great work we do, provide industry insights, project ideas, and keep each of our valued clients up to date with news on The Smart Group. Welcome to our monthly newsletter ‘Smart Insights.’ In this edition we will be looking back at our successful marketing partnership with The Pendulum Summit in Dublin’s Convention Centre. We were delighted with the incredible feedback and support we got from the event. We’re looking forward to next year already. We have just launched our Brand Performance Audit for your business (www.thesmartgroup.ie/change). Our audit has been developed to assess how you currently do things, identify the opportunities for improvement and present the solutions to make significant positive change to your business. In other news please look out for our Finger on the Pulse industry report. This study seeks to understand the dynamics of marketing within organisations and how they interact with marketing services providers. If you are interested in all things marketing, this will be a must read for you. We have plenty of new and exciting projects in the coming year that we look forward to sharing with you. I hope you enjoy the first edition of Smart Insights. Catch up soon,

Tom Ryan. Managing Director – The Smart Group.


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The Smart Group thrive at the Pendulum Summit 2018!

The Smart Group were very proud to be the Official Marketing Partner of Pendulum Summit 2018, the world’s leading self-empowerment summit. The Smart Group executed a strategic brand activation to maximise this opportunity and gain total exposure on the day. The theme ‘Breakthrough to Brilliance’ signified an offering of specific tools that allow you to become the best version of you, dream big, continuously learn, and commit to hard work. With a world-renowned speaker line up including Sir Richard Branson, Baroness Michelle Mone, Sales Guru Jack Daly amongst others. The Smart Group were involved in every aspect of The Pendulum Summits marketing. Working with our Creative Services team, a strong visual style was developed and rolled out everywhere from national newspapers to branded buses! Working with our production team we designed and delivered branded merchandise, brochures, signage and more besides!

TAKE A MARKETING LEAP FORWARD How do Irish companies achieve better marketing performance in an ever-changing and complex environment? Marketing execution has risen to the top of the agenda amongst most organisations as companies strive to better control and deliver their brand message to an increasingly complex customer base. Our Finger on the Pulse report seeks to understand and explain the dynamics of marketing within organisations and how they interact with marketing services providers. With this study we are aiming to create new conversations about how brands can make their ‘big ideas’ a reality by working in new innovative ways with their marketing supply chain. Watch out for our Finger on the Pulse Report in March 2018!


3 PROJE C T OF T H E M O N T H

Drive Happy with Windsor Motors The Windsor Motor Group partnered with The Smart Group for their new year ‘Drive Happy’ campaign. We were tasked with the execution of a full range of branded promotional merchandise. The aim of ‘Drive Happy’ campaign was to highlight to their customers all of the safe, affordable and fun choices they could drive away happy in. The Smart Group acted as brand

OUR NEW WEBSITE IS LIVE! We are delighted to announce that our new and refreshed website is now live. Our goal for 2018 is to make it easier and more desirable for people to work with us, this starts with our website. We believe we have delivered a contemporary, modern, and current website focusing on the services, execution and culture of The Smart Group.

VISIT: thesmartgroup.ie

P ROMOT IONA L MERC H A ND I S E

WANT YOUR BRAND TO MAKE AN IMPRESSION? WE’VE GOT IT COVERED!

guardians ensuring 100%

Specialists in branded merchandise,

compliance and execution

we design, source, and deliver

to all dealers nationwide. Full pre-production samples were produced ensuring accuracy and quality were maintained.

memorable merchandising according to your specific event, brand and audience.

Contact us today for more information!


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CHARITY OF THE MONTH With so many charities to choose from The Smart Group have decided to GIVE BACK and launch our very own Charity of the Month. Each month one member of our team will select a chosen charity of choice and we will donate €250. This month we have selected The Hope Foundation, a registered charity working with street and slum children in Kolkata, India and the most underprivileged in India, to promote immediate and lasting change in their lives.

Take Our Brand Performance Audit Today! Our Brand Performance Audit has been developed to assess how you currently do things, identify the opportunities for improvement and present the solutions to make significant positive change to your business. Our panel of industry experts will help you discover ways to improve your marketing – simple as that.

The Smart Group are sponsoring his Food, Medicine and Educational Support for 12 months. www.hopefoundation.ie/

CREATIVE SERVICES

Start your audit now! thesmartgro

up.ie/change

Our comprehensive audit is performed by industry experts and covers the following areas:

Creativity

Is your company creating innovati ve new ideas?

All the information you provide us with will be held in the strictest of confidence. We are not looking for state secrets, just the right amount of information that gives us insight into how you do things now and what changes you can make to improve brand performance in the future!

Technology

Are you using technology to support

your marketing team?

Consistency

Are you executing consistently across

all media channels?

Efficiency

Is your procurement strategy stretchin g your budget?

Speed

Are you bringing your marketing ideas to market on time and at the right time?

Transparency

Do you worry about the quality, safety, ethics and environmental impact of your suppliers ?

Start your audit now: www.thesmartgroup.ie/change

thesmartgroup.ie | +353 (0)1 450

9347

ANNOUNCING THE NEWEST MEMBER TO OUR TEAM! Stephen Curran – Commercial & Production Manager We are excited to announce that Stephen Curran has joined our team as Commercial & Production Manager. His focus is to improve our commercial proposition for our clients by ensuring The Smart Group achieve best value, best quality and wider product and service offerings through strategic supply chain partnerships. Stephen will also be involved in enhancing the existing strong service delivery ethic within The Smart Group through building internal and external relationships. He will assist and support the sales team develop the business whilst promoting the business brand values.

The Smart Group have selected Chotu who has recently lost his sponsor. Chotu has learning disabilities and an amputated right hand. He has 88% disability and cannot look after himself. He resides in a Residential Care Unit in Kolkata, India.

TAKE OUR BRAND PERFORMANCE AUDIT

S E RVI CE O F T H E M O N T H

You can contact Stephen at:

e: stephen@thesmartgroup.ie m: 086 022 8897

Stephen has over 20 years’ experience working in print management, packaging, and design industries. His areas of expertise consist of marketing execution, service delivery, deep sectoral knowledge, supply chain management, commercially astute and team leadership. Stephen is also professionally qualified in financial, technical and procurement disciplines. Outside of work Stephen is a real Man City fan who fondly remembers Paul Dickov scoring against Gillingham in the 1999 playoff final. An average guitarist with a voice only a mother could love, and at heart, a petrol head but with demanding teenage daughters requiring “Dads Taxi” it’s a Mazda 6 for Stephen instead of a Porsche!

We Love Your Briefs! We cannot understate how important a good design brief is to the creative team. While there are some jobs that don’t require a detailed, formal brief and some clients (who have built a solid relationship with the design team) that only require a quick chat, it is an essential part of the job. The design team provide creative solutions to our clients marketing problems, so an understanding of what is needed ensures the perfect solution. A good brief, ultimately, saves the client time and money on needless corrections and revisions. When a good brief outlines the main objectives of the project the design team garner a greater understanding of the client’s needs and what needs to be achieved which, ultimately, results in a higher quality end-product. The brief is the manuscript that the design team can refer to, throughout the project, to produce the best possible creative solution to our clients marketing problems. Time spent compiling a good brief is time well spent. Never skimp on your briefs!

Smart Insights - February 2018 Final  
Smart Insights - February 2018 Final  
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