Tuesday 21 May 2019, Exeter

Pasties and professional services may not seem to have much common ground, however Mike Smith, the Marketing Director of Ginsters gave an amusing, engaging and at often insightful presentation which described the Ginsters rebranding and repositioning journey to this well attended event.

Mike’s brief was to take the Ginsters brand - already a national champion - and reposition it in its roots to a sustainable business. A family owned business with a strong heritage and ties to its Callington-based community, Mike needed to capture the quintessentially Cornish DNA of the brand whilst ensuring appeal to the changing UK market.

Although not directly translatable to professional services marketing, Mike’s approach offered useful insight that reads across.

Firstly, by “peering into the soul” of the brand you may recognise that reinterpretation can be a better choice rather than a total brand overhaul. Understand your DNA, be clear on your proposition and very importantly, listen to your customers.

Provide reasons that your customers can believe in you. The focus for Ginsters is premiumisation across all product lines, utilising a Michelin star chef to provide award winning recipes.

Build brand trust for sustainability. This includes ensuring the inclusivity of the product, being aware of the modern market’s preference for health and environmental concerns and leading by example. Ginsters currently adopt a ‘if we can do it, why can’t others?’ approach that sees food waste go to anaerobic digestion, sustainable sourcing of palm oil and use of recyclable packaging. They leverage influence on their supply chains by adopting a pro-active ‘who-ever comes up with an alternative to plastic, wins’ approach.

It’s also important to put your money where your mouth is. As a brand which positions itself as promoting its Cornish heritage, Ginsters works hard to support both local producers, and the community through sponsorships of the local football club as well as local surfers. In turn this provides them with credibility at certain events. Reinterpretation of the brand’s visual assets retains a heritage logo, and features artisan craft and scenes of Cornwall.

Finally, it’s all about familiarity – a topic with arguably the most relevance to professional services. Are you available? Are you there when your clients are in the market for your services? What is the last thing they remember about you? Was it the exceptional service - or the invoice? How authentic are your brand messages – can clients believe them from their last interaction? By understanding and segmenting its customer base, Ginsters understands the need to evolve beyond creating food that ‘my Dad eats’ to providing younger customers with new flavours, including a vegan option, and families multipack, bite size, or convenience options with frozen and bake-in-tray options, all of which allows them to adopt a one-size-does-not-fit-all approach, and be present at multiple points of engagement.

by Victoria Brook, Marketing and Communications Manager
Bishop Fleming