February: This month we meet…

This month we focus on Bon Accord Training Limited, headed up by Director, Carol Gray. Established in 1986, this multi-accredited firm delivers skills and safety training in mechanical handling equipment  to thousands of customers from a wide variety of sectors throughout Scotland.  

  • Tell us about your PR and marketing strategy? 

Through a combination of press releases, social media posts and our new website, our PR and marketing efforts help to position Bon Accord Training Limited as the go-to provider for mechanical handling equipment skills and safety training across Aberdeenshire, and further afield in Scotland. 

  • Why do you invest in PR and marketing? 

We’re fortunate to secure a lot of repeat business and work via recommendations from happy customers, but in a competitive market, it’s critical we maintain our market share through a consistent presence on social media and by being regularly visible in local and regional media. The team at Instinct Marketing and PR helps us do both these things. 

  • What are the key benefits? What has worked well? 

With Instinct’s help we recently refreshed our web copy, with a focus on clarifying our tone of voice and sharpening up our messaging and language. The resulting site is much more accessible without losing any of the key information – it would have been a struggle without them. 

  • Where are your marketing efforts currently focused? 

Instinct has just submitted our Award entry for the Federation of Small Businesses Awards, so we’ll look forward to hearing how we get on there. In the meantime we have a few key business news items to share so we’ll be focusing on the press release and social media work involved in that. 

  • Where will you be focusing your marketing efforts in the next few months? 

We’ll be continuing to undertake some prospecting in the coming months, with the help of a new brochure that the Instinct team has put together for us, as well as a Bon Accord Training branded free gift. This time of year is often a review period for many businesses, and we’re keen to be front of mind for both existing and potential clients. 

What’s in store for 2023: a low-down on the latest marketing trends

Is there a better month than January to plan your marketing? We don’t think so! Here at Instinct HQ, we’ve been busy looking ahead and have found a few key trends that look set to dominate the marketing landscape in the coming year. 

  • It is personal 

Personalisation is on the rise, and as consumers become more tech-savvy and demand more tailored experiences, we marketers will need to find ways to deliver personalised content, recommendations and offers at scale. This could involve using artificial intelligence (AI) and machine learning to analyse customer data and deliver personalised messages, or using chatbots and other interactive tools to engage with customers in real-time. 

  • Video content 

From live streams to explainer videos and vlogs, video has long been recognised as an effective way to engage and connect with audiences. As a growing number of people consume content on their phones and other mobile devices, it’s vital that any video content is optimised for these platforms. The use of virtual and augmented reality (VR and AR) in marketing is also expected to grow, as the technology becomes more accessible and affordable. 

  • Social is here to stay 

Social media will remain a key component of the marketing mix in 2023. While platforms like Facebook and Instagram still dominate, newer platforms like TikTok are growing in popularity and offer new opportunities to reach and engage with audiences. In addition, the use of micro-influencers (influencers with smaller, more niche followings) is expected to grow, as they tend to provide more targeted and authentic engagement than traditional influencers. 

  • Content is still king 

As more brands compete for attention, high-quality, valuable content that stands out will be more important than ever. Using data and research to inform content strategy, and experimenting with new formats like podcasts or interactive content will become the norm. 

  • The value in values 

Consumers are looking for brands that align with their core beliefs and are increasingly making a stand on social and environmental issues, so sustainability and value-driven marketing will continue to take centre stage. Brands that can demonstrate their commitment to sustainability and social responsibility will have a competitive advantage. 

2023 will be an exciting year for marketing – and as the pace of change in the industry grows, so too will the need for savvy marketing and PR strategies that incorporate all the latest trends. 

Keen to cut through the noise and share your product or service with the world? Promotion is in our nature! Get in touch to find out how we can help. 

January: This month we meet…

Happy New Year folks and a warm welcome to our new blog series for 2023, ‘This Month We Meet…’ where each month we quiz one of our clients on their PR & Marketing strategies. First up this year we focus on Grace May People, headed up by Director, Sasha Jaypalan

Sasha Jaypalan, Director of specialist IT recruitment firm, Grace May People, talks candidates through the interview process


Established in 2015, this award-winning IT recruitment firm puts the human factor first to provide an alternative approach to mainstream recruitment.

· Tell us about your PR and marketing strategy?

With a consistent focus on our website and social media, but with some additional scope for awards entries and press releases, our marketing is aimed at raising our profile and boosting our exposure in and around Aberdeen, and across Scotland.

· Why do you invest in PR and marketing?

We couldn’t maintain a high profile within our key audiences without it! We’re in the business of people and our values are at the core of what we do. Being recognised as personable and communicative is key to that, and our marketing is a means of highlighting – across a wide range of channels – not just what we do, but who we are and how we do it.

· What are the key benefits? What has worked well?

With Instinct’s help this year we’ve grown our followers on social media. Winning the ‘Best UK-wide IT and digital recruitment services’ in the Scottish Enterprise Awards last year was a real milestone – Instinct partnered with us and walked us through the whole process from start to finish. Their team has been great in this area.

· Where are your marketing efforts currently focused?

We continue to grow our client base and social media remains a key driver for that – our goal is to be the preferred IT and Executive Search company for our select niche clients and candidates in Aberdeen, Glasgow, Edinburgh and London. We’ve grown the business organically through recommendations, which has been wonderful. Instinct Marketing has helped us to tell and share the story of how we work. As a business we all love what we do, and it’s such a privilege to help the companies and candidates we work with.

· Where will you be focusing your marketing efforts in the next few months?

We’re keen to continue what we’re currently doing. We’ll be publishing plenty of engaging articles for our blog alongside creative social media posts and grabbing any opportunity to get back out there and network in person again, and really drive the business forward. Our role is to problem-solve for our clients and candidates. Recently more than ever, the workforce has experienced so much change, and we can provide guidance on how to navigate this ever-changing landscape.