Derby Food and Drink Awards 2016 — Why celebrating local businesses is so important

By | November 3rd, 2016|News|

Team Koobr was out in full force at this year’s Derby Food and Drink Awards. More than an excuse to dress up and get our drink on, it was a perfect opportunity to showcase the importance of celebrating local businesses.

At a glitzy ceremony at Derby’s Roundhouse, Team Koobr was in attendance at this year’s Derby Food and Drink Awards. The guest list comprised of some of the best and brightest of our city’s food and drinks scene, including bars, pubs, restaurants and cafés — as well as some of Derby’s most successful businesses in other areas.

With recipients of ‘Best Pub’ award The Greyhound Derby

As sponsors of the event, Team Koobr was given the honour of deciding on a winner for the ‘Best Pub’ award — an arduous task, quite frankly, which involved drinking lots of alcohol and sampling some of the tastiest grub these fine establishments had to offer.

As you can imagine, it was pretty exhausting, but we persevered in the name of celebrating our local businesses in the food and drinks sector — because isn’t that what business should be about?

Recognition for achievement, success and flying the local flag

When we think about the places we live, local businesses are not always the first thing that comes to mind, but they do so much for our cities, from employment and economical growth to nurturing local talent and putting regional places on the map.

Koobr client Lorentes won ‘Best International’

Not to mention the countless ways local businesses strive to make all our lives better, whether providing goods and services, insight and guidance, or, as is the case with this year’s crop of food and drink candidates, pleasurable experiences that make living in Derby so enjoyable.

That’s why it’s so important to find opportunities like these types of events to give businesses the recognition they deserve.

As for our involvement in choosing the winner of Derby’s ‘Best Pub’, we’d also like to congratulate all of nominees in this category, each of which had their own strong points. It was by no means an easy decision, but one we enjoyed making very, very much. You are all fine, shining examples of what businesses can truly achieve and offer to the city of Derby.

See a list of this year’s Derby Food and Drink Awards winners here

3 reasons why Sonic the Hedgehog is the king of marketing

By | November 3rd, 2016|Insights, Marketing, News|

2016 marks the 25th anniversary of one of video gamings most beloved icons. But did you know Sonic the Hedgehog was conceived as a marketing device first, consumer product second?

Forever immortalised as Sega’s official mascot, Sonic the Hedgehog took the mediascape by storm in the1990’s, turning the Japanese video game company into a household brand practically overnight.

Whether you are old enough to remember playing those games as a kid, or a little older to recall being pressured into forking out your hard earned cash at the persistence of your own children, it will probably leave you dazed and confused to learn that 2016 marks the spiky blue hedgehog’s 25th birthday.

That’s right, Sonic the Hedgehog is now a quarter of a century old. Mind blowing, yeah?

But get this: If you thought Sonic was just another IP to entice consumers then you’d be wrong. He started out as something far more strategic in nature, conceived as a marketing device to improve brand communications between audiences and Sega.

Here’s 3 reasons why Sonic the hedgehog is the king of marketing.

1. He’s the ultimate ‘blueprint’ of brand recognition

One of the biggest struggles that Sega faced in the early days, was a barrier in brand communications. Whilst bigger rivals Nintendo had already established themselves within the market, Sega lacked the same level of recognition with consumers.

They had just a 6% share in the home console market when they first arrived on the scene. Nintendo dominated because they had already built a loyal customer base, helped massively by one of their biggest, most recognisable characters — Super Mario

The name Sega didn’t carry enough clout and needed its own figurehead that audiences would be able to instantly associate with the company. The outcome of this endeavour was Sonic the Hedgehog.

Whereas Mario was plump and cutesy, Sonic was fast and cool. This is exactly how Sega saw themselves compared to Nintendo, revelling in an identity that was decidedly edgier, now personified in Sonic’s electric blue quills that matched the company’s logo and fierce attitude.

2. Values and personality — connecting with target customers

Even before Sonic’s conception, Sega had already established their own identity within the company, audiences had simply yet to realise what that identity was exactly. Compared to Nintendo’s family-friendly values, Sega was edgier and more mature; producing games targeted to teens and older audiences.

These values were reflected in Sonic the Hedgehog, aligning Sega’s values with those of an entire generation that no longer wanted to play games for kids. They wanted to be cool like Sonic. They wanted their parents to buy them Sega products.

3. Multi-channel marketing

Sonic transcended the games he starred in almost immediately. While other characters were only defined by what appeared in their actual games, Sega gave Sonic the Hedgehog something more: multiple, diverse platforms to amplify brand communication.

In the 25 years since the creation of Sonic it’s easy to image how social media, content marketing and mobile would