The Greatness of Britain and the National Trust

April 14th, 2010
english-countryside

Working for a traditional, English brand such as Duerr’s, we’re often reflecting on our national identity.

Ahead of St George’s Day, we commissioned a poll about lost traditions, due to be unveiled next week, we’re creating the first English Whisky Marmalade and we’re even encouraging the people to embrace the lost art of jam making by digging out long forgotten recipes featuring English ingredients (unfortunately my mum can’t enter the competition….silly rules!).

Last weekend, I had what I believe to be, one of the most ‘English’ of all experiences. As a true city slicker, I took a trip to the countryside for a minibreak (Bridget Jones style) and stepped back to a forgotten time when neighbours left their doors open and red squirrels roamed the land in their masses.

The barriers that us city folk put up came crumbling down as I found myself compelled to make friends with random strangers because I admired their ingenious foldaway picnic blanket, spent all my money on nick nacks in craft shops where I felt obliged to whisper, ate my own body weight in scones with cream and jam and developed a taste in rural art thanks to my slightly hungover euphoric state….

By the end of my fantastically English break, I came to the conclusion that although i’ve spent the majority of my adult life travelling the world and visiting far off cities, there is no place in the world I would rather be.

Now not being much of a map reader, I loved this iphone app from the National Trust, that helps you to find a National Trust place near you, wherever you are in England, Wales, and Northern Ireland. You can see it on the map, find out opening times, prices and facilities and access information. Just perfect to help a city girl navigate the unfamiliar terrain.

One word of advice though… when the National Trust says ‘sensible footwear recommended’, take heed….. Rock and Roll chic may look fabulous, but heeled boots and a climb up to a waterfall is not always the most sensible option!

Manchester Confidential: “The paywall hasn’t worked”

April 14th, 2010
Coins

Last night I spent an enjoyable and informative evening at Common in Manchester’s Northern Quarter for the very first ‘There Will be Blood’ – a better name than the apparently previously considered ‘Digital content club’.

Cryptic names aside the night was expertly compered by Manchester legend John Robb (invented the word britpop, and managed cornershop amongst other achievements) who introduced first the lovely Martin Bryant of Visit Manchester and The Next Web, and then the provocative Gordo of Manchester Confidential.

Much of the talk was, given the presence of Gordo, about how it’s possible to make money from content. A neat conclusion wasn’t reached, but Gordo’s honesty was refreshing: in the case of Manchester Confidential the controversial paywall hasn’t worked. He admitted that the company was facing the wall back in September and they introduced everything they could think of to try and turn a profit.

What has ended up making them money though is more traditional revenue streams: restaurant bookings, spa days, priority reservations and advertising. The eyes of the UK’s online and offline media have been on Manchester Confidential for the course of this experiment and the conclusion that seems to have been reached is that a straight paywall won’t work.

Users, who are used to free content, are not willing to start paying, we will however pay for something that adds value and advertisers will pay to reach a targetted audience, which bodes well for twitter’s new promoted tweets strategy.

Whatever the reason  we’re inevitably coming to the point where the internet is going to have to start making the producers of its content some money. The way Gordo sees it we’re all living in a free trial, when the internet ‘began’ it’s content creators didn’t know how to make money from it so they just put content up while they worked it out.

Now though they are working it out and the free trial is coming to an end, as Gordo pointed out “it’s not all Kerry Katona; someone’s got to pay for the Baghdad Bureau”.

Bring on #twbb2

Top of the apps

April 12th, 2010
Picture 2

I’m just having a quick look at the branded app chart from Brand Republic and it looks like app downloaders are a mixed bunch.

iSimples, which allows you to play a selection of phrases from the infurating little rodent (is it a rodent?) comes in first, followed by The National Trust’s local search tool and Auto-Trader’s car buying engine.

I was one of the millions who downloaded all of these last week and the week before, along with Creme Egg (4), Facebook – many moons ago (5) and Rightmove (11). These are the ones that have stuck around, I did have the Barclaycard water slide (15) for a while but it got old quick, and also had a notable lack of any useful branding but that’s by the by.

As I said at the start these apps are pretty diverse, indicating the fact that iPhone ownership has been and still is spreading like wildfire, but they do seem to have one thing in common; they’re free.

Like the majority of users of digital tools and content iPhone users aren’t that happy to pay. I bought my first paid for app for the grand sum of 69p last week and it was a tough decision, it was sleep cycle by the way and I’m loving analysing my sleep rhythms.

Branded apps are a great way to interact with the public and even though app development can be a costly business, brands see it as a good investment to fork out for one. In the end they’re just another way to engage possible customers for your product or service and the most successful branded apps do tend to be free.

Unless of course you’re Jamie Oliver, whose $7.99 cookery app has been flying off the shelves…