Bristol-based CRM specialists Flourish have today joined forces with the creative services agency Curious and The Harbour Collective, in what is the first step in the development of a new marketing company – the Harbour Group.
The group will be led by Paul Hammersley. Previously founder of Harbour Collective, Hammersley will become the CEO of Harbour Group, with Hugo Varney taking on the role of CFO. Before forming Harbour, Hammersley was a chief executive of DDB and Cheil. He launched Harbour in 2017.
Hammersley said, “For some time we have been discussing with a number of our Collective member agencies how to more closely align their shared interests and create a more connected plan for future growth and value creation… central to those discussions has been our desire to allow for the continued autonomy of the agency Brands.”
Founded in 2004, Flourish built its reputation in CRM and Customer Journey marketing, working for clients such as Nissan, Twitch and ASOS. Today, the agency employs over 50 people and operates from offices in Bristol and Dubai.
Of Flourish’s three founders, Neil Hecquet and Rich Hartson will be departing the agency, whilst Keith Nichol will remain, taking a position on the Harbour Group board. Nichol said, “The last 20 years have been such an incredible personal experience. I couldn’t have hoped for better partners than Neil and Rich and both have been instrumental in Flourish’s success. The time has come to push on and this opportunity with Harbour enables us to add our strength to a wider group proposition.”
Ian Reeves, Flourish’s Managing Director, said “The Harbour Group vision is clear and offers our clients tangible value through vertically integrated and complimentary services. We’re excited to start the journey alongside Curious and believe their offering can help push the creative barriers of what can be achieved within CRM.”
For more information, please contact Aimee Blakemore, Marketing Manager at Flourish on 01173 117620 or aimee.blakemore@flourishworld.co.uk.
About Flourish
Flourish, which has offices in Bristol and Dubai, is a CRM agency “specialising in the development and delivery of personalised data-driven experiences, direct communications and content”. Its clients include Nissan, Bet365 and Asos.
About Curious
Curious is a “tech-driven agency that provides design, artwork, photography, video, CGI, and content distribution services”, with clients that include Diageo, Specsavers and Patek Philippe.
About Harbour
Harbour Collective, described as a “standalone company which manages a membership base of a number of independent agencies”, includes Live & Breathe, Pretty Green, Thursday, Platform, Digital Natives, TCO, Just So and Mi Media.
Specialist CRM agency Flourish was celebrating Thursday 18th April following the announcement at the Campaign Media Awards that their work for Pai Skincare had won ‘The CRM and Media Award’ category.
Award judges described the campaign, which utilised first party data to inform a media strategy which ultimately increased conversion and reduced CPA as, “…clever, rock solid.”
The achievement was even greater as Flourish was one of only six agencies up for an award that didn’t come from the Campaign Top 20 (Campaign School Report Billing 2023). Flourish’s Managing Director Ian Reeves commented: “I’m so proud of the team, but I’m not surprised by the win. With stricter privacy regulations in the UK and EU, and the death of cookies, first party data is becoming increasingly important. It provides marketers with ways of reaching customers with more relevant and engaging comms – something CRM specialists like Flourish have been championing for decades!”
Pai is a ‘clean’ skincare brand selling products direct to consumers via their website. Offers are a vital tool in securing a sale, but Pai wanted to reduce their CPA which had crept up over time.
The award winning work utilised Ometria’s Predictive Attributes to identify customer behaviours and classify them as active, at risk or lapsed. The ‘pot’ customers were put in determined the content of the email journeys they would then receive – with offers as a last resort.
In addition, instead of offer / discount messaging, web visitors were retargeted with product ads focusing on quality, to build brand value. Demographic data gained from CRM meant that only visitors who were most likely to buy were retargeted.
Flourish’s Managing Partner and Head of Media Steve Davis said: “This work shows how powerful media strategies driven by CRM insights can be. This campaign was absolutely transformative in terms of reducing CPA and increasing conversion for Pai and demonstrates the ROI agencies like Flourish can deliver for our clients.”
Notes for editors
Flourish is an independently owned, specialist CRM agency based in Bristol. Platform agnostic, the agency works with the tech clients have in place to deliver data-driven customer journeys to OPTIMISE, ELEVATE and ultimately TRANSFORM their clients CRM.
For more information contact Ian Reeves, Managing Director ian.reeves@flourishworld.co.uk.
Bristol-based CRM agency Flourish has just turned 20 – and it’s got a fresh new perspective.
As the agency prepares for life beyond its teens, it’s taken stock of the last two decades. Born in Bristol, Flourish quickly established itself as a go-to for direct mail campaigns, winning the likes of Sky, The National Lottery and Chelsea Building Society while still in its infancy. Flourish has since built on that direct marketing heritage, working across multiple channels and industries – and crucially, at all points of the customer journey. At the heart of its success is a belief that every journey – no matter how small – is just as important as the destination. That there is adventure in every journey.
And so, Adventure in Every Journey is born. A fresh proposition for an agency long obsessed with forging lasting relationships and creating meaningful customer journeys.
Executive Creative Director Kim Martin explains how they got there, “We’ve worked with so many incredible brands over the years, in so many industries and channels. No matter what we did and who we did it for the thing that ties them all together is our ability to drive people to take an action. With changes in the market and the increased reliance on first party and zero party data it feels like the right time to formalise our offering. Adventure in Every Journey does that perfectly.”
He adds, “When you’re obsessed with customer journeys, how you get where you’re going is just as important as the end destination”.
Flourish will also launch a refreshed brand to reflect their new positioning and prepare for a new era.
The transformation comes hot on the heels of a remarkable 2023 for Flourish, having seen notable growth and achievements. In the last 18 months, the agency has won numerous clients, including Nissan, Pai skincare and Wonderbly, and seen their usual scope of work expand into channels like TV for both Hey!Broadband and Crisis.
They’ve also welcomed a growing roster of green businesses – EV.Energy, ecoegg and Artemis to name a few.
“The agency’s 20th birthday is a massive milestone for us” said Managing Director Ian Reeves. “We’ve grown up a lot in the last couple decades, and I’m immensely proud of what we’ve become. I’m excited for the future too – with big ambitions to expand globally while changing the industry for the better alongside partners like Email Marketing Consortium, and as part of the Harbour Group.
If you’d like to find out more about Flourish Customer Journey Marketing, or would like to meet the team please get in touch with aimee.blakemore@flourishworld.co.uk.
‘Momento mori’ – Latin – a symbolic trope which acts as a reminder of the inevitability of death.
Death. Just thinking about it is uncomfortable, let alone using the word. Most of us actively avoid dwelling on it. But as marketers, we can’t shy away from difficult topics.
At Flourish, death is never far from our thoughts – and we’re okay with that. Comfortable, even. Because when we make people aware of their own mortality, we can spur them to do great things. To take actions that truly reflect who they are. Like updating their Will to include a gift to a charity.
The brilliant thing about legacy giving – meaning gifts in Wills – is it enables people to align themselves with your cause without spending anything right now. For many people, including a gift in their Will to a charity is a way of ensuring their beliefs are honoured when they’re no longer here. Whilst some people will donate a proportion of their estate, others will pledge a set amount. Others may never get round to updating their Will to reflect their wishes, which is why ‘always on’ legacy campaigns are so important.
For many of the larger charities, legacy gifts make up 1/3 of their total income. So whilst legacy gifts may not come to fruition as quickly as individual giving, they are still an extremely valuable source of income. Guaranteed income, nonetheless, which is essential for future proofing.
With an effective legacy programme, charities can capture the attention of supporters who recognise a gift in their Will as an extension of their values. Whilst we believe legacy programmes should be embedded in every charity fundraising strategy, there’s never been a better time to start prioritising gifts in Wills than right now.
In today’s financial climate, charity fundraising is becoming more difficult. The cost-of-living crisis has left household budgets stretched, and subsequently, individual giving has plummeted. But people’s values remain the same, and the desire to support causes close to their heart is still very much alive for supporters.
So knowing how to talk about legacies – and when – is crucial. It can be hard to talk about death in the first place, and even harder to talk about legacy giving without immediately mentioning gifts in Wills. Servicing enquirers with a useful information booklet and a user-friendly website are good places to start, but there’s much more to successful legacy fundraising than simply passing on information and hoping for the best. That’s where we come in.
Flourish have a long history of successful legacy marketing campaigns for charities. Over the years we’ve inspired hundreds, if not thousands, of people to support a cause they care about with a gift in their Will. How? By working with charities to develop messaging that resonates with their supporters. Producing assets, acquisition campaigns and supporter nurturing programmes. Ensuring charities maintain highly engaged relationships with prospective pledgers. All of this begins and ends with being mindful of death.
If you’re ready to futureproof your fundraising, get in touch with Business Development Manager Aimee Blakemore today at aimee.blakemore@flourishworld.co.uk. We understand that budgets are tight for charities at the moment, so we’re offering a free legacy comms review worth over £1000.
Problem
HTML rendering in email clients is widely inconsistent. This is due to various factors including the level of support for different HTML and CSS features, how different email clients handle unsupported features and even how they embed the HTML email message within the email client user interface. In addition to the email-specific factors, there are cross-browser compatibility considerations that must be taken into account. In fact, this goes beyond web browsers because the Outlook Windows and Windows Mail desktop apps still use Microsoft Word as a rendering engine – and not a web browser engine!
Setting the right goals
Consistent HTML rendering across email clients and presenting your brand message in an identical way regardless of the email client used to view it is not a bad thought, but given the factors listed above it is not an attainable goal.
A more achievable and impactful goal is sending emails that are consistently usable, accessible and at minimum presentable and responsive while communicating the same message without sacrificing the brand image. At Flourish we believe this approach is more effective in achieving our clients’ ultimate goals from their CRM communications.
Approach
Ensuring the recipient can access and consume the contents of the email and interact with it (where applicable) whilst ensuring the email remains presentable across all relevant email clients is a big technical challenge.
Accessibility
Building HTML emails that are accessible to as many people (disabled or not) as possible is a major goal for all emails we build. The target audience here is literally everyone. This includes people who need to use assistive technology to access the content and those who use it to make the consumption of content a lot easier. It includes who need to rely on software to translate the content and those who must use alternative input devices to navigate.
With this mindset we write code that heroes the content semantically and visually. We collaboratively work with our designers to ensure a high level of readability, sufficient colour contrast and sensible dark mode choices.
Progressive enhancement
This is why we take a progressive enhancement approach in which we first build the HTML email with the minimum needed to render semi-consistently across email clients and a big focus on keeping the content accessible. Then we progressively enhance that minimum baseline HTML with fancier nice-to-have features. These features are implemented in a way that if not rendered by the email client, they would not break that baseline HTML.
In some cases, we may have multiple levels of progressive enhancements. For example, a coloured gradient can be rendered as a solid colour in some email clients, a static background image in some or from a programmatically generated image with CSS.
The above example revolves around aesthetics only – which can be important to maintain the sender’s brand image. However, there are also cases where multiple levels of progressive enhancements are needed to ensure the email’s contents remain accessible and useful to the recipient. Due to the limited feature detection techniques in email land, this is when we utilise email client targeting techniques to fine-tune rendering with greater care for specific email clients that are relevant to the sender’s audience. Making data-backed decisions here can essentially guide our team to focus on what is important to our clients’ unique audiences.
Optimise for the unhappy path
When viewing a HTML email, there are two distinct states. The first is when the message is displayed with all external resources such as images and web fonts – which is what everyone optimises for. However, we don’t believe it is enough to solely rely on the happy path, so we pay attention to the second state: when a user disables the download of external resources. This can involve styling the alternative text for images appropriately which would typically be hidden and ensuring the content remains as accessible as possible.
Forfeiting control, intelligently
Due to the limited support of many HTML and CSS features in email, it is not always possible to control how things are rendered in all situations. For example, it is not possible to render dark mode styles in some email clients that have auto dark mode conversions such as Gmail. This does not mean we simply forfeit full control. Instead, we make intelligent choices to ensure the email still renders well in dark mode. This may involve collaborating with designers to tweak some colours and use images that render well in both light and dark modes.
Performance
Unlike the web, performance, in relation to rendering and page load time, is not a widely discussed topic in email. On a normal web page when displaying a single image, it is possible to provide the browser with several versions of the same image for different screen sizes and display densities. You can explicitly tell the browser which version to use for which environment, or you can provide it with the information needed for it to pick the appropriate version on its own. This way the user doesn’t download a 4K quality image when they are on a display incapable of displaying the image at that quality.
This is not possible in most major email clients. This is why a balance between performance and quality is needed and may take additional considerations in email. Defaulting to retina quality images (suitable for high density pixel display) is a common practice. It is vital that images are properly compressed and are saved in the most appropriate format for the image type.
When a single high-quality image is used for all environments and screen sizes, image rendering can be slow in some cases. This can potentially cause vertical content layout shifts. We can enhance the image loading experience by telling the browser to maintain the aspect ratio of the image even before it loads. This approach does not break the responsiveness of the email.
About the Author:
Hussein Alhammad is Lead Developer at Flourish and a founding member of the Email Markup Consortium (EMC), a community-led group of industry professionals working to improve the email experience for everyone. For Hussein, developing is not a profession but an art form and he’s passionate about pushing the boundaries of what can be achieved with code.
Need help ensuring your emails are reaching the right audience, with the right message, at the right time? Get in touch with the friendly experts at Flourish Customer Journey Marketing.
Bristol-based direct marketing agency Flourish has been recognised for its email marketing achievements at this year’s national Performance Marketing World Awards.
The awards were held at The Grosvenor Hotel on Park Lane in London and Flourish scooped the Email Marketing award for their work with well-known consumer electronics brand, Samsung. They were one of 22 winners out of more than 90 shortlisted finalists, alongside other award-winning entries including the likes of Asda, Specsavers, Boots, Primark and M&S.
Robin Langford from PMW wrote: “The victors reflect outstanding work across a number of product sectors, alongside awards for the best people, agencies, innovations and teams.”
Flourish also has an office in Dubai and a long-standing relationship with the Samsung Gulf team. They were asked to work on the launch of the Galaxy S22 Series across several regions and in multiple languages. The team assisted with the planning and implementation of a communications strategy that helped Samsung to achieve a high number of pre-orders, and exceeded results from their previous launches of similar devices.
Ian Reeves, Managing Director at Flourish, said: “2022 has been a fantastic year for Flourish, and we are extremely proud to top it off by winning an award that celebrates the game-changing results possible when data, technology and people come together to create customer orientated journeys. This award is credit to the whole team at Flourish and their dedication to pushing boundaries in CRM.”
The campaign has also received recognition by industry body reallygoodemails.com and an internal Samsung marketing award for the campaign with the best use of segmentation.
You can find out more about Flourish via the website.
Bristol based agency, Flourish Direct Marketing, have been recognised as the ‘Best Email Marketing Agency’ in the South West of England in the Acquisition International Research & Development Awards.
Acquisition International launched the Research & Development Awards to acknowledge the work that goes into an often-overlooked industry. Indeed, many of the extraordinary advancements the public sees are due to the incredible efforts of the teams that worked tirelessly to bring a vision to reality. Awards Coordinator Holly Blackwood commented on the eve of the announcement: “It has been an absolute pleasure to speak to you all and find out how you continue to innovate and create in your respective industries. I wish you a fantastic rest of the year ahead.”
Flourish was first established in 2004 and has since built a team of around 50 specialists to deliver innovative customer journeys to their wide range of business clients. The news of their industry recognition comes alongside their recent announcement about joining independent agency collective, Harbour, as the dedicated CRM agency.
Paul Hammersley, Managing Partner, Harbour, said: “The understanding and management of customer journeys and experience are key parts of today’s marketing plans, so it’s essential that we have this capability at the heart of our offering. Flourish are one of the best independent agencies in this space, with an impressive leadership team, a strong client base and an excellent skillset across strategy, creative and media, making them the ideal CRM partner for Harbour Collective.”
Ian Reeves, Managing Director, Flourish, added: “We’re genuinely delighted to have received recognition for our contributions to improving best practice in the email community. We aim to help improve and implement a universal approach to email marketing that will not only benefit our clients, but all user experiences too. A huge thanks goes to our team for all their hard work.”
By all regards, the businesses featured in the 2022 edition of the Research & Development Awards showcase the importance of innovation, creativity, and future-thinking to the greater business landscape.
Acquisition International prides itself on its awards and winners. The awards are given solely on merit and are awarded to commend those most deserving for their ingenuity and hard work. To learn more about our award winners and to gain insight into the working practices of the “best of the best”, please visit the Acquisition International website http://www.acquisition-international.com) where you can access the winners supplement.
About Flourish
Flourish is a specialist CRM Agency, focused on the development and delivery of data-driven and creative communications and content in the B2C, B2B, B2G and NFP sectors. Based in Bristol, UK, the business opened its doors in March 2004. Since then, Flourish has extended its footprint with teams in both London and Dubai to support regional economic growth and a Global client portfolio.
With a heritage in Direct Marketing, Flourish has sector-leading CRM expertise, focusing on driving action at every stage in the Customer Journey, whilst acknowledging individual customers’ needs and circumstances. Flourish has helped brands like Samsung, Twitch, Coca-Cola, Nissan and Crisis revolutionise their approach to customer communications and, in-turn, maximise lifetime value through a blend of data, technical and activation solutions across a range of audiences, channels and touchpoints.
If you’d like to discuss how Flourish could help your business maximise the value of your customer audience then reach out to Ian Reeves via email on ian.reeves@flourishworld.co.uk
About Harbour
Harbour is an independent brand communication consultancy that sits at the heart of a collective of specialist agencies. It was launched in 2017 by Paul Hammersley (Managing Partner) who was joined by Mick Mahoney (Creative Partner) and Kev Chesters (Strategy Partner) in 2019. Its unique structure and client offering are designed as a contemporary alternative to the large legacy agency groups. Clients include McCarthy Stone, Tilney Smith & Williamson, The Athletic, BT, Match.com, Fitbit and John Lewis.
Flourish Lead Developer, Hussein Alhammad, is a founding member of the Email Markup Consortium (EMC). The EMC is a community-led group working to improve the user experience, accessibility, performance, consistency, and reliability of email markup. They have recently published an insightful report on the state of accessibility in HTML emails based on their analysis of over 35,000 emails.
More than 99% of the analysed emails had accessibility issues. This means most businesses are sending emails that are made difficult for a percentage of their audience to consume. Whether you are trying to increase conversion or simply communicate better with your customers, sending accessible HTML emails to your audience can make a huge difference.
Accessibility in email makes your products and services available to customers who are blind, colour blind, dyslexic or need to use assistive technologies or alternative input device – potentially a large proportion of your customer base.
Automated testing is immensely helpful, but more attention is required to truly produce accessible HTML emails. Accessibility work should be a core part of all stages – not only implemented during development, after everything has been decided already.
For example, design has a major impact on the accessibility of your email. Designers should consider colour choices and typography, as well as the dark mode friendly images.
There are also best practices to apply when writing copy for your emails, such as avoiding ‘click here’ calls to action, optimising SEO for email, and making the most of personalisation and creative subject lines.
Your unique audience could be more diverse than you think. Therefore, translation software can be considered an assistive technology. And when it comes to email, many email clients including Gmail and Outlook have a built-in translation feature. Ensuring any text that is critical to delivering your message is not embedded in an image is crucial here. Translation software is not going to translate embedded text for the user. You could make key information inaccessible by embedding it in an image.
Do you need help with improving your email accessibility, deliverability or generally your CRM practices when it comes to communicating with your audience? The Flourish team are here to help. Working alongside our in-house experts like Hussein, we can help you optimise, elevate and transform your use of email to deliver the best customer experience. Get in touch to discuss your challenges and to request a free email review.
– Flourish becomes Harbour Collective’s dedicated CRM specialist agency
– With a heritage in direct marketing, Flourish has helped brands like Samsung, Twitch, Coca-Cola and Nissan to revolutionise their approach to customer communications
LONDON, 5th September 2022 – Brand communication consultancy Harbour has today announced the addition of CRM agency Flourish to Harbour Collective, its collective of 12 specialist independent agencies and 500+ experts.
Flourish will now become the collective’s dedicated CRM specialist agency.
Headquartered in Bristol and with teams in London and Dubai, Flourish was founded in 2004. With a heritage in direct marketing, the CRM specialist agency has helped brands like Samsung, Twitch, Coca-Cola, Nissan and Crisis to revolutionise their approach to customer communications.
Harbour Collective’s group of independent agencies work together on multiple shared clients to combine skillsets across data and insight, media, content creation, engagement, experience, and delivery.
Ian Reeves, Managing Director, Flourish, said: “We’re genuinely delighted to join Harbour Collective as the group’s CRM specialist agency. Traditionally Flourish and our client partners have been brave and ambitious, and we believe joining Harbour Collective is a reflection of this. As part of a collective we can extend our offering of genuine sector expertise, stand apart from network and integrated agencies and open up a world of further complementary possibilities.
“Meeting with the Harbour team, it was immediately obvious that we speak the same language, prioritising the impactful and the pragmatic. We know our clients will instantly be able to benefit from being part of the wider group and we look forward to supporting existing Harbour Collective clients in enhancing their CRM strategies, capabilities and programmes.”
Paul Hammersley, Managing Partner, Harbour, added: “The understanding and management of customer journeys and experience are key parts of today’s marketing plans, so it’s essential that we have this capability at the heart of our offering. Flourish are one of the best independent agencies in this space, with an impressive leadership team, a strong client base and an excellent skillset across strategy, creative and media, making them the ideal CRM partner for Harbour Collective.”
About Harbour
Harbour is an independent brand communication consultancy that sits at the heart of a collective of specialist agencies. It was launched in 2017 by Paul Hammersley (Managing Partner) who was joined by Mick Mahoney (Creative Partner) and Kev Chesters (Strategy Partner) in 2019. Its unique structure and client offering are designed as a contemporary alternative to the large legacy agency groups. Clients include McCarthy Stone, Tilney Smith & Williamson, The Athletic, BT, Match.com, Fitbit and John Lewis.
https://harbour.london
About Flourish
Flourish is a specialist CRM Agency, focused on the development and delivery of data-driven and creative communications and content in the B2C, B2B, B2G and NFP sectors. Based in Bristol, UK, the business opened its doors in March 2004. Since then, Flourish has extended its footprint with teams in both London and Dubai to support regional economic growth and a Global client portfolio.
With a heritage in Direct Marketing, Flourish has sector-leading CRM expertise, focusing on driving action at every stage in the Customer Journey, whilst acknowledging individual customers’ needs and circumstances. Flourish has helped brands like Samsung, Twitch, Coca-Cola, Nissan and Crisis revolutionise their approach to customer communications and, in-turn, maximise lifetime value through a blend of data, technical and activation solutions across a range of audiences, channels and touchpoints.
If you’d like to discuss how Flourish could help your business maximise the value of your customer audience then reach out to Ian Reeves via email on ian.reeves@flourishworld.co.uk
On a scorching weekend in July, two of us creatives from Flourish were lucky enough to flee the heatwave and head to the air-conditioned sanctuary Amsterdam RAI. But we weren’t there for the cool air. We were there for TwitchCon – a convention like no other that sees gamers and cosplayers mingle with drag queens and ASMR enthusiasts to indulge in a weekend of live streams, community meetups and IRL (that’s In Real Life to you and me) events. Here’s what we learned.
Cat Dickie, copywriter
1. There’s SO much more to live streaming than gaming
Let me tell you a secret. I’m not a gamer. And I didn’t go to a single gaming panel at TwitchCon. If you think that sounds a bit like going to Glastonbury and not seeing any music, let me remind you that there’s much more to the world’s biggest festival of performing arts than bands and DJs. And in the same way, there’s way more to Twitch than gaming. In the Just Chatting category alone there’s travel and adventure streams, feminist groups, drag, body painting – the list goes on. TwitchCon attendees were a wonderfully diverse bunch. That’s the wonderful thing about streaming. It brings people together from every walk of life. Which brings me to my second point…
2. Community is the backbone of Twitch
Communities are formed through shared experience and passions. So, it’s no surprise that on a platform like Twitch, where creators in every field come together to do what they love the most, community is front and centre of everything. Unlike pretty much any other social media platform, Twitch deals in live content, meaning real, shared moments and shared experiences happen every minute. Real friendships are formed through streaming, and that was tangible at TwitchCon.
3. Audiences can smell authenticity
One panel I attended was memorable in that the hosts – three women who were there to tell us about how women in streaming support one another – chose not to sit behind the table that had been laid out for the panel, but on it. Legs crossed, comfortable, open. There was nothing contrived about their choice – they just did what felt right to them. Like choosing a favourite seat in the living room. Midway through, they invited a woman from the audience, a fellow streamer, to join them. This realness, this authenticity, was a running theme throughout the event.
4. Streamers are at the top of their game
They might be streaming from their bedrooms, but affiliates and partners are incredibly good at what they do. Hours and hours of work has preceded their ability to make a living from streaming. For the cosplayers, thousands of hours go into making costumes. It’s skill and passion that makes streamers go big, and turns them in to stars. There was so much talent under one roof at TwitchCon.
5. Transparency and support keeps streams coming
It struck me how open panellists were about sharing tips about their craft. There was no secretiveness or reluctance to share. They wanted to get more and more people on board and encouraged people to join the space. There was no feeling of exclusivity, or mystique around what makes good content. The Twitch community is open, and want more and more people to find their niche and join in.
Michael Barbour, Designer
1. Creativity
The way that Twitch use their brand guidelines has been eye opening for me. The themes they use are bold and clear, with block colours and accompanying textures. The imagery created, echoes what is happening in their community and ties in the brand in nicely. From the signage to the immersive experiences at the conference, everything on display was innovative and purposeful, as well as consistent and well thought out.
2. Meaningful Wellbeing
Twitch really care about their streamers and viewers alike, and actively promote healthy wellbeing whilst streaming and using the platform. They are constantly improving the safety on the platform to keep streamers feeling appreciated.
3. Charity
The way charities team up with Twitch is a relatively new and out-of-the-box way to generate fundraising. Having visited some of the charity seminars, I really learned how Twitch as a platform can improve a charity’s reach within their communities, touching new audiences and finding new ways to promote income generation online via streaming. Read more about how charities can enhance their fundraising through streaming on the Flourish website.
4. The Diverse Community
The community cannot easily be sub divided into genres. There is such a vast collection of different people and interests to follow and connect with, and the sky is literally the limit on what content can be found on Twitch. It’s as diverse as the internet itself!
5. Tools Available to Streamers
The toolkit that is available to streamers is ever growing and expanding. They are introduced to a bunch of new tools that are going to help us as an agency and streamers alike. I was also interested to find out how much they actively promote the use of other social media channels for streamers.
To read more about the Flourish team’s experiences at TwitchCon 2022, visit our recent website blog. If you’re reading this and intrigued to hear more about the marketing opportunities and potential via the use of streaming, feel free to get in touch with the Flourish team.
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