Clare Associates - Projects

Here you’ll find details of projects that Clare Associates has been working on.

We re-launched our own website in early 2013, and have only included a few of the projects that we have worked on since the company was set up in 2002. We hope this is enough to give you a flavour of our experience. If you’d like to know more about any of our work, please drop us a line – we’re happy to talk about it!

Using Google AdWords Display Advertising to Increase Brand Awareness for Ribeye Superyacht Tenders

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Google AdWords search advertising works very well when you have a product to advertise that people will go on Google and search for. Obviously. But what if you’re trying to advertise the kind of product where people buy because they already know the brand, and not enough people know your brand?

AdWords is still useful for advertising campaigns aimed at increasing awareness of your brand, but it is AdWords display advertising that you’ll want to concentrate your efforts on.

An interesting job that we’ve done recently is for Ribeye, a manufacturer of luxury rigid-inflatable boats based in Dartmouth, south Devon. Ribeye makes both leisure RIBs (“probably the best leisure RIBs in the world”) and tenders for superyachts (that’s the small boat that the people who own enormous luxury superyachts use to transport themselves and their crew between the yacht and the shore). This particular project was to increase awareness of the Ribeye brand for superyacht tenders. When a superyacht owner or captain next buys or specifies a tender for their superyacht, we want them to be thinking “Ribeye”.

Now there aren’t that many people in the world who shop for superyacht tenders, so targeting adverts is tricky. But Google gives you a few tricks to put up your marketing sleeve.

You can have your advert appear on websites that you name. For the leisure boat market, there are plenty of boating websites and forums that will take Google adverts. However, for superyachts, those adverts aren’t that appropriate. You don’t really want to spend money advertising luxury superyacht tenders to people who just want a cheap dinghy,

You can ask Google to place your adverts on websites that match certain keywords. So our ad might appear on a website that includes the words “superyacht” and “tender”. That’s OK, but there are probably plenty of websites talking about superyachts that aren’t really relevant to our target audience.

 

You can use remarketing to show your ad to people who have already visited your website. This is definitely worth doing anyway, but it’s not necessarily building the brand. Apart from the fact that you are reminding them of your existence, it’s probably fair to say that people who have visited your website are already aware of your brand.

Where you can start to get clever is using Google’s “In-market audiences” feature. Google knows people who are into boats from the websites that they visit. You could advertise to this group, but again the problem is that only a tiny percentage of people into boats are ever going to buy a superyacht tender. However, what you can do is combine this audience with keyword targeting and show your ad to “people who are into boats” on websites that refer to “superyachts” and “tenders”. That starts to be a bit more specific and useful.

But there is one final targeting method that is perfect for this kind of ultra-niche brand awareness campaign. It’s tricky to set up, and rarely used, but it can be quite powerful – Custom Affinity Audiences. This is a little bit like the in-market audiences feature, except that you ask Google to create the audience list for you. How? You identify websites that your target market will use, and you ask Google to show your ad to those people, regardless of where they are on the internet. So Ribeye was able to give us a list of the sort of websites that captains of superyachts visit (discussion forums, crew recruitment sites etc), and we were able to ask Google to show our ads to those people regardless of what website they happen to be visiting.

As with any AdWords campaign, monitoring and ongoing optimisation is necessary to get the best results. We spend a lot of time tweaking the ads themselves and putting in fresh images now and again. We also keep an eye on the performance of the ad on each website on which it appears. If the ads in our Custom Affinity Audiences group keep appearing on a particular website, but nobody ever clicks on it, we can prevent that website from showing our ads. (Maybe that website is indeed popular with superyacht captains, but not when they’re thinking about work.)

One final note about Google’s audiences – for obvious data privacy reasons, we or Ribeye don’t get to see the names or any other identifiers of the people in the audience. Google keeps that data to itself.

 

Two quick Paypal product shops

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Both Tamar Valley Tourism and Dartmoor Accommodation had a need to sell a small number of products online – tours, posters and trail guides.   Because there were a small number of products and the value was quite low, a full online shop solution would have been overcomplicated and too expensive for this situation, so instead we set up Paypal payment buttons for these products.  This approach is ideal for using to sell a few low-value items, and is still entirely secure as all the transactions are done using Paypal’s secure server.  You don’t have to have a paypal account to use them, either!    Click on the poster and leaflet images above to see the shop (and buy a poster or a trail guide!)

 

Villas of the Caribbean: a custom-built site using API

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Tropic Breeze, our Caribbean tour operator customer, wanted a website to showcase villas in the Caribbean using availability and pricing information from a partner database, but offering the ability to customise the content and display.  We built an importer tool to allow this and a display system to allow the villas to be searched and displayed within a look and feel to match the www.tropicbreeze.co.uk main website, which we also built and maintain.

New WordPress Website for Labcold

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Labcold, a manufacturer of laboratory fridges and blood product storage solutions, came to us wanting a WordPress solution for their website, which had been custom built and was proving difficult to maintain reliably. They particularly wanted a look and feel that would echo their existing brand, but would allow greater flexibility, be easier to use on mobile phones and allow them to use the WordPress media management system. They were also keen to have ongoing support for updates and future development.

We build this website, which includes a full product brochure and the ability to create sale products, as well as a blog, case studies and events section, and a system for registering customers for warranties.

New wordpress site for Professor of Behavioural Science at Newcastle University

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Daniel Nettle contacted us because he wanted to build a new wordpress website to explain his work as Professor of Behavioural Science at Newcastle University, but needed some help with the technicalities.

In particular, he wanted to be able to provide a downloadable library of research papers, which would allow the papers to be listed and retrieved using tags or categories, using a simple easy to maintain template.

Daniel is still working on uploading some of his older content, but you can see the new site growing here : http://www.danielnettle.org.uk/

New Canine Hydrotherapy website

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Here’s a new little project that we pulled together for an existing customer who is moving into a new area of business : http://www.k9splashhydrotherapy.co.uk/  .  We are huge doglovers at Clare Associates – in fact, we regularly foster dogs for the Oldies Club dog rescue charity, whose website we also look after. So we were very happy to be asked to help with this new project which will bring hydrotherapy services for dogs to Plymouth.

The K9splash Hydrotherapy site uses a variation on WordPress’s default 2015 theme, customised to give it a little more personality and a watery feel suitable to the subject matter!   Content will be developed further as the business becomes more established and photography becomes available.

Website relaunch with automatic Twitter & Facebook blog feed

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We’ve worked with James Silvey at In2Networks, a specialist in IT solutions, networking and support based in South Devon for many years, so we were delighted to be asked recently to pull together a new website for the business.   James is always lovely to work with and we’d definitely recommend him if you are looking for helpful and constructive hardware support.

The website itself is a simple one, but with a few clever tweaks.  For example, it’s fully integrated with Twitter and Facebook, so that each new blog post that is added to the website will automatically tweet & share itself, complete with the right photo!

in2networks

In the In2networks line of business, it’s essential to be up to speed with the importance of taking backups and ensuring everything is thoroughly virus checked, so as well as our usual automated backups and security tools, we’ve added additional backup functionality so that he can take a one-click backup using Xcloner, and download to store it locally whenever required.

 

Welcome to Launceston Chamber of Commerce!

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We’re delighted to announce that the new Launceston Chamber of Commerce website is now ready for use.  We designed a new clean layout based on the WordPress system, with a new logo that works better when displayed at low screen resolutions, using the new Chamber colours.

lansonchamber1

The site does of course adapt to display nicely on mobile devices.

lansonchamber2

An important part of the project was creating a system for each chamber member to be able to manage and update their own entry themselves.   We have also set up a simple tool to allow members to enter offers and discounts that they may want to offer other members, and these will be automatically emailled to all Chamber members once a month (unless they opt out, of course!)

Clare Associates are ]proud members of the Launceston Chamber, and if you don’t know Launceston well, we’d definitely encourage you to visit the town.

New WordPress website for Hole Barn holiday cottage

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Hole Barn is a lovely holiday cottage near St Neot on the southern edge of Bodmin Moor. And until now it didn’t have its own website.

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The owners came to us looking for something “clean and simple”. Online booking would be handled by their existing holiday directories. It was important for the site to be usable on a wide range of devices and equally important that the owners could edit and maintain the content themselves. The open source WordPress content management system is ideal for this kind of project.

We have a lot of experience in this industry, and we were able to advise the owners not just on the look and feel of the website, and its structure, but also content that would appeal to visitors.