ETT Marcoms also provides the QD Group with a comprehensive Public Relations service, including consultancy and advice, publicity for charitable donations and activities, and media spokespeople to handle news enquiries.
By using the latest technology in magnetic strip recording, linked with QD's Electronic Point of Sale systems, a cost-effective scheme was developed to retain customers and increase basket spend. It led to several spin-off ideas in niche areas of specific promotion, including the launch of a fishing club with loyalty benefits, and loyalty scheme open nights. The parent scheme was maintained and run by Access, which was also responsible for mailings and fulfilment.
The ongoing relationship between the QD Group and ETT means that individual projects and opportunities can be identified and tackled with relative speed, allowing QD to react quickly to events and trends. For example, various sponsorship opportunities have arisen: donations to keep the traditional Norfolk Wherry sailing boats afloat, capitalising on Lathams' situation at the heart of the Norfolk Broads; or sponsored prizes and shows involving local personalities and organisations in raising the profile of QD's brands.
And ETT devised and arranged promotional campaigns for Lathams, enlisting the services of local celebrity and champion of the Norfolk dialect, Keith Skipper, to produce a book - Lathams' Norfolk Yarns - and a CD, which was sold throughout the county and much-borrowed from public libraries.
