This New Year sees the exciting launch of Advance Catering Equipment’s ‘Food for Thought’ email bulletin, packed full of product information, and delicious recipes. Aimed at the UK’s top and most ground-breaking chefs, Food for Thought ensures that industry news and information on key catering trends is only a click away.
Advance Catering Equipment, a highly experienced provider of commercial catering equipment to the healthcare, leisure and hospitality sectors, approached long-term agency Bonfire to create an identity/masthead and HTML newsletter for a niche in its customer base. The bulletin targets trend-setters such as innovative chefs and restaurant owners/entrepreneurs. Bonfire were briefed to steer away from traditional corporate email newsletter designs and develop a solution that would be seen as credible by these high-flying individuals.
Luke Boxall, Marketing Executive at Advance Catering Equipment, commented, “Trends from fashion to technology have a significant impact on the catering and hospitality sector which is notoriously fast-paced. Our customers have little disposable time therefore an email bulletin perfectly complements their busy lifestyle, helping readers to stay abreast of crucial industry news. We also highlight products that help restaurants improve their productivity and profitability, so there’s a real business benefit in reading each issue.”
Gemma Umney, Senior Account Manager at Bonfire Creative Intelligence, added, “Advance Catering Equipment are an incredibly innovative company. Many suppliers within the catering and hospitality market refuse to steer away from traditional marketing techniques however Advance are embracing digital marketing channels which is a crucial development in staying ahead of the game.”
Each issue of Food for Thought is created and delivered through PillarboxRead, Bonfire’s HTML campaign marketing tool. This has proven to be very popular with clients including Advance, Fujifilm Medical and Hainsworth due to its user-friendly interface and reporting. Gemma Umney added, “Clients specifically like PillarboxRead as they can see results immediately. It is excellent at monitoring the articles that are most popular, ensuring that future issues can be tailored to the recipients preferred topics so each email has real editorial value.”
Stephen Judge, Director at Bonfire, adds “It is important to remember that digital marketing does not replace traditional channels, it complements them. It’s about getting the right balance between the relevant channels for your business and maximising the overall impact through an integrated, consistent approach.”