How Long Does It Take To Rank Top 10 On Google?

Anyone who’s ever tried to outsource their Search Engine Optimisation (SEO) efforts knows that when you ask an SEO expert how long this will take, the answer is always ‘it depends’.

And they are right.

Yes, I know what you’re thinking… GIF Source

It depends on thousands of factors and there is no exact formula or ‘one size fits all’ approach. However, some factors that we do know play a key role:

  • Domain Authority;
  • Keyword Competition;
  • Content Quality.

And also it seems AGE.

So I hear you ask…

Does Page Age Make A Difference To Google Rank Position?

Yes. Ahrefs took 2 million random keywords on Google and pulled data from the top 10 ranking pages and found that Search Engine Results Page (SERP) is dominated by “old” pages:

  • 95% of pages in the Top 10 positions are over 12 months old;
  • The average Top 10 ranking page is 2+ years old;
  • The average age for a Number 1 ranking is almost 3 years old.

Waiting for your content to rank like… GIF Source

So, what strategies can you employ to speed that process up?

Competition Analysis

It sounds obvious, but many people still don’t do it – analyse what your successful competitors are doing!

Ask questions like:

  • What are they doing?
  • How are they doing it?
  • Can you copy/mimic or even improve on their efforts?

Use a strategy that works, and if you can, improve it.

Use a strategy that works; make sure that you constantly review it to ensure you are always using the most effective strategy to make your website rank higher.

To help you along the way, you may need a few tools:

  • BuzzSumo can tell you what content on your competitor’s websites are getting shared the most (shares are good to increase social signals).
  • Moz’s Open Site Explorer allows you to see everything from domain & page authority to inbound links and root domains;
  • Screaming Frog SEO Spider crawls websites’ links, images, Clinical Classifications Software (CSS), script and apps to evaluate onsite SEO.

Which leads us to…

On-Page Optimisation

So, after you’ve done your competitor analysis, the first thing you should do is optimise your website for on-page elements.

You should include things like:

  • Relevant content to the subject;
  • Keyword optimization;
  • HTML Tags;
  • Images:
  • Inbound & Outbound links.

The website plugin by Yoast is a great tool to help you get this right. It gives you tips and suggestions on how to improve your on-page SEO; for example:

Yoast SEO Plugin

Next…

Generate Backlinks

When you’ve got your on-page elements correct, you are essentially telling Google ‘this is what we do’; however, in order to rank well, you also need independent online sources to ‘recommend you’; this is easily achieved by generating backlinks to your content/website.

However, any old backlink won’t do. You must get backlinks from high domain ranking websites. Quality is better than quantity.

So how do links pass Domain Authority?

A great link building strategy is to create an infographic on your subject (Venngage is a great tool for this) and send to other audiences who might be interested and willing to share it with their audience. Once they share it, voila, you have a free backlink.

Next on the agenda…

Google Snippets

Google snippets are designed to answer your search questions at the top of a Google page. You will recognise them as looking something like this:

Google Snippet

Known as “position zero”, you can gain the top spot on Google, even if your linked content isn’t at the top of the rankings itself.

The way to achieve a ‘Rich Snippet’ is by creating content which answers a question, such as ‘how to make a pancake?’.

In order to achieve this top position, your content subtitle should be the question that needs asking and the next paragraph should answer that question precisely.

Bear in mind that Google reads your content like a robot which means you need to organise your content logically; if you do, you might even get your own snippet. If you don’t, forget about ranking in position zero.

And finally, something which goes without saying…

Don’t Forget Social Media For SEO

Some people will tell you that social media has nothing to do with SEO.

They are wrong… GIF Source

As we know, Google takes into account thousands of pieces of information in order to rank your website. When someone searches for a topic within your subject area, search engines do consider social media in rankings.

In particular, they look at:

  • How active your social media accounts are;
  • How up to date they are;
  • How many shares your website gets.

It has also been proven that a strong presence on social media has a positive correlation with better website rankings.

So there 😛 GIF Source

And don’t forget, social media offers 2.7 billion social media users. You’d be crazy not to utilise it as a sales tool.

So What Now?

SEO is sometimes over complicated. It’s all a matter of knowing what strategy to employ, putting in the hours and being patient.

As we know, 95% of websites/content can take up to 12 months to rank well in Google, however, if you get it all right, you may just find yourself ranking in a day:

How Long Does It Take To Rank In Google

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By James Rowland, Business Development Director at Neathouse Partners Ltd

Website Design: Inclusive Experiences Part 1 Visual: Colours and shapes

By Nick Heywood on the MSc Digital Marketing Management award

Why is accessibility important?

In order for the consumer to have an overall positive experience, it is strongly recommended that your project is designed to be inclusive. If the right accessibility isn’t in place, it could exclude consumers who may struggle or even be unable to interact with the project. The information that will be covered in this blog series can be applied to digital projects ranging from websites to computer games.

Visual Colours

Visual Colours

Visual: Colours and shapes

Visual aspects are crucial in any digital project, the appearance of your content is the first thing most consumers see, and influences how they will interact with it.

Using colour schemes/overlays

Using colour schemes/overlays

Colour-orientated design

This can be a tricky one, the use of colours can aid the experience for some consumers, it can however also hinder others if substitutional elements aren’t implemented.

Colour Schemes/overlays

Let’s start with how colour can aid experience, consumers with conditions such as Dyslexia and/or Irlen Syndrome can struggle to read against certain contrast and colours, due to struggles including the processing of spectral light, which influences how they process visual information; the use of coloured overlays to tint colours in front/behind the text can ease readability for them.

There is software that can help them with this online such as ColorVeil and nOverlay, although other platforms would benefit from access to alternative text colour schemes.

Alternate text colour schemes refer to the colour of the text, and the background behind it, especially in sections containing large bodies of text, or requiring quick reference during interaction. Providing options for the consumer to alter them provides an opportunity to not only tailor the experience to their needs, but also make it their own.

Colour schemes to take into consideration are shown in the image below

Text-Comparison on different colour backgrounds

Text-Comparison on different colour backgrounds

Taking font style and size into consideration can also aid this experience, Sans-Serif style fonts tend to be more comfortable to read, an extensive list of similar/other fonts to consider can be found at Dyslexic.com.

Communicating through shapes

If you rely on only colours to communicate functionality or change to consumers, it will be inaccessible to anyone who has a form of colour-blindness. Colour-blindness is a colour vision deficiency that affects how many colours a person can see in general; average colour vision is formed by three colour receptors in our retinas that process red, green, and blue, whereas a colourblind person will lack one or even all of them. The image below makes an accurate comparison of how people with various conditions perceive colours through their vision.

Colours perception for various conditions

Colours perception for various conditions

Photo Credit: Cole Seidner

This is why using various shapes can also help communicate your design, for example: how iOS Mail uses circles and Flag symbols to identify content you may wish to check, or how Twitter “fills” the Like/Love symbol to indicate you have Liked/Loved a post (see example below).

The role of colour and grey-scale options

The role of colour and grey-scale options

Viewing your content in a Greyscale colour filter is a good way of reviewing if colourblind individuals are able to visually process the information without the need of colour. Most modern smartphones have this feature under their Accessibility settings, up-to-date versions of Windows 10 (Windows+Ctrl+C) can also do this, Macs can do this via Universal Access in their System Preferences, it’s also feasible in Linux with plugins.

Following these steps in your project design will take it one step further to becoming an inclusive experience for consumers. Next time, we will be looking at how to communicate information that can’t always be seen or heard.

Nicholas Heywood

Twitter – LinkedIn – Portfolio

MSc Digital Marketing Management Student (Full Time)

Facebook, Engagement Baiting, And What Not To Do…

Asking for ‘likes’, ‘tag a friend’ or ‘share this post’ is now being marked down by Facebook. A prime example below…

Yes, we’ve all done it…

“Tag someone who might be interested”

We all do it because it works (or did work).

That post back in October ’17 on Weston Cricket Clubs Facebook Page reached over 2000 users, whilst updates without a ‘nudge’ are lucky to reach 200. This was achieved by simply asking followers to engage with the post.

However…

Last month (18th December 2017) Facebook announced a new crackdown on what it calls Engagement Baiting.

What Is Engagement Baiting And Why Doesn’t Facebook Like It?

Engagement Baiting is the process of ‘tricking’ users into engaging with a post. The practice is designed to make a post or page rank higher in Facebook user newsfeeds by achieving more engagement.

Facebook has named 5 forms of Engagement Baiting it is taking action on:

  1. Vote Bait – Using a different reaction to represent a vote on a post;
  2. React Baiting – Asking a Facebook user to express how they feel about a post;
  3. Share Baiting – Asking you to share a post or page with a friend;
  4. Tag Baiting – Asking you to tag your friends in a post;
  5. Comment Baiting – Asking users to respond with a specific phrase, word, or number to a post.
Engagement Baiting Facebook

Image Source: FACEBOOK

Why Is This Important?

Simply put, brands, influencers and companies use this technique to get more organic engagement with a post, which can help them:

  • Generate visibility;
  • Give exposure to new audiences;
  • Ensure your content is being seen;
  • Grow their audience;
  • Potentially help them make more sales.

Facebook now considers Engagement Baiting to be spam.

What Have Facebook Said?

Facebook will start demoting content which they feel are ‘spammy posts’ that actively solicit users to interact with a post in a specific way.

The purpose is to allow for more meaningful posts, pages and conversations on Facebook and improve its user experience.

If you engage in this type of activity, you can expect your page and posts to be demoted.

Oh no… GIF Source

Facebook has given page admins guidance on Facebook Newsfeeds which they encourage all to read.

Posts, where people ask for help, advice or recommendations, will not be considered as Engagement Baiting and as such, will not be impacted by the update. These include missing person reports, charity work or asking for tips on writing a blog.

How Will Facebook Do It?

According to SEJ, Facebook will collect hundreds of thousands of examples of Engagement Baiting posts and pages and train an algorithm to detect the different versions. This will happen automatically.

So…

Click here to share this post on your Facebook newsfeed.

By James Rowland, Business Development Director at Neathouse Partners Ltd 

How Influencer Marketing Could Benefit Your Business

Influencer marketing focuses on using key leaders to drive your brand’s message to the market. Rather than marketing directly to this large group, you instead hire or pay these influencers to inspire and get the word out for you.

According to McKinsey, Influencer Marketing generates double the sales of paid advertising, as well as three times the amount of “word of mouth” messages. Furthermore, it results in recommendations – where people are up to fifty times more likely to purchase.

Influencer marketing could benefit your business in a number of ways, and you should consider using it because:

  • It’s more authentic than an advert.
  • It’s more cost effective than many other marketing channels.
  • It provides shareable content, which could amplify results exponentially.
  • You can effectively target a new audience.
  • It’s a way to create real-time engagement.
  • It’s an easy way to build trust with your customers and future customers.

Two cases come to mind where Influencer marketing benefited the business and the influencer, such as Youtube star PewDiePie teaming up with the makers of horror film ‘As Above, So Below’ – creating a number of videos in which he completed challenges and tasks set in the catacombs in which the film was set. This resonated with his then 27 Million subscribers, and received nearly double the views that the trailer for the film did.

The other, according to Neoreach, is American retail giant Walmart teaming up with former Vine star Meghan McCarthy. Meghan posted on Snapchat, Instagram, Twitter and Youtube, putting her stamp of approval on the promotion that she was promoting. Her posts gathered hundreds of follow up posts and tweets, an impact that no television ad campaign could make.

The Big Influencers for 2018

According to Forbes, some of the top influencers of 2017 are going to be even bigger in 2018. 

If the budget is there, then these are the kind of people that you want influencing customers to buy into your product or brand.

These include gaming maestro Markiplier, Keynote speaker and entrepreneur Gary Vaynerchuk, cooking whiz Rosanna Pansino, six-year-old Ryan ToysReview and powerful lady Lilly Singh.

Whilst all of these people have the majority of their following on YouTube, they are also influencers on the likes of Instagram and Facebook and could cost a hefty sum.

Some of these people may be out of your price range, but if you can find a local influencer to promote your product, then that may be worthwhile to your business.

.

Regan Foy (Twitter / LinkedIn)

Staffordshire University Students’ Union

MSc Digital Marketing Management Student (Full Time)

E-mail marketing or Messenger marketing?

What Email Marketers are saying

When it comes to email marketing software, marketers are spoilt for choice. But how do they feel about the emails they send?

It turns out that relevance is a huge concern for them. DMA reports that 42% of marketers say only some of the emails they send are relevant, and a whopping 10% say their emails aren’t relevant at all. That’s an issue, with consumers trashing irrelevant email.

Another issue people wonder about is the ROI of email marketing. In other words, is it really worth it? Various comparison’s of email marketing vs social media shows that email outperforms social by miles. And Chief Marketer says the ROI of email marketing is 28.5% better than for direct mail.

So what does Messenger do better?

Well, the big problem with email marketing is that you’re talking at your users and potential customers, not with them.

It’s kind of like being on the receiving end of a sales pitch, one where you have no say until the salesman is finished leaving you with only one response, yes or no.

Messenger though, creates a conversation.

It’s the only channel that solicits real time feedback from your users, the only channel where they have a say and shape the conversation which builds interest and engagement.

Check out the below example from 1800-flowers.

What Does the Future Hold?

Email is a mature channel, one which has been extensively developed and includes various advanced features to help you better market to your customers.

Messenger on the other hand is the new kid on the block.

It’s showing great promise and is getting far higher engagement in the areas where they’re going head to head, but it’s not yet at the level of sophistication email has developed.

Messenger is quickly gaining ground on email in terms of features and is already outpacing the platform in the areas where there’s overlap.

So what should a smart store owner like you do?

Well, what you shouldn’t do is abandon email marketing in favour of Messenger. Right now Messenger simply doesn’t have the advanced functionality and tracking of email.

However, if you already haven’t you should be looking at implementing Messenger on your site ASAP.

Right now, Messenger is the perfect complement to your email marketing. And if the last year is any indication, in the near future Messenger will continue to outperform email in other key marketing and communication areas for ecommerce as the platform progresses.

Right now, if I had to advise some specific campaigns your store needs to be running I’d recommend focusing on:

Messenger isn’t just a nice thing to have on your store or a new fad that will die out. The success rate of stores across the globe and the growing user base points to a new channel that might one day overtake email as the chief ROI channel.

In conclusion:

Email marketing and social media are like parallel universes that communicate with each other.

We suggest using email marketing when you’re looking more for reach, traffic and direct conversions. Social media, on the other hand, is a great tool that can help you engage your audience and assist you with making more sales.

There is no reason why you shouldn’t use both. Just be sure to allocate your resources the right way. Thank you for reading this blog and please leave your comments below.

 

By Richard Holland – MSc Digital Marketing Student

 

Contact –

Linkedin- Richard Holland

Instagram – Ricardo J

Brand –

Instagram – Ricco London

Twitter – Ricco London

Facebook – Ricco London

If You’re Marketing to Millennials, Get on Instagram

There were over 600 million Instagrammers in 2017, and 400 million of those users were active every day according to Softpedia.

Those numbers alone should be reason enough to get your business on the social media platform – but if you’re marketing to Millennials, otherwise referred to as Generation Y, or in simple terms anyone born between the early 1980s and late 1990s – then you should already be on there.

In March of 2017, over 120 million Instagram users visited a website, found directions or contacted an Instagram account or business based on an Instagram ad says Wordstream.

Not only this, but according to the Instagram Blog over 50% of users on the app follow a business and 60% say they learn about a product or service through the app.

Why not make one of those businesses yours? We’ve produced the definitive guide to getting your business set up on Instagram below.

Getting Started

The first thing you’ve got to do is establish your presence on the platform with three main tasks, adding a profile picture, writing a bio and connecting your website. For an example of doing this the correct way, take a look at fashion retailer JD’s Instagram Feed.

Your profile picture should be something memorable and representative of your business – usually your logo.

Over time, people remember your profile picture when scanning through their Instagram news feed – especially if your logo is eye catching.

Your bio gives you under 200 characters to tell the world why you’re worth following and what your service or product is. Enhancing your bio by encouraging users to share content relevant to your business or brand using a hashtag can always be worthwhile.

It’s also important that your followers follow the path to purchase or learn as much as possible – and your website is generally the avenue where this takes place.

Ensuring your website URL on Instagram directs to a mobile friendly site is incredibly important.

How can I Market Effectively?

 Once your profile has been created, you’ve got to identify what kind of content your target audience will be interested in.

Brand storytelling, or Brand Centered Content whether through photos of products or photos of the results of products effectively showcases what the business or brand has to offer.

Skate and footwear brand Vans do this quite well.

Reactive Storytelling uses timely events or unique insights to generate immediate feedback from their audience – and these tend to be based upon pop culture or memes.

This usually includes an interesting story that is on consumer’s minds, combined with a brand relevant marketing message.

With Behind the Scenes content, people are looking for an inside look at how things are built or done inside your business and brand.

Brands are now looking at how they can be more authentic as it is what consumers are looking for in the modern market.

Overclockers UK are a wonderful, British example of this.

Inspirational or Motivational posts are used to spark emotions in your customers or target audience – and it is also the most effective way to drive engagement with your brand.

The key is to recognise what will resonate with your audience.

From this point onward, you should have a basic idea of how to use Instagram as a powerful marketing tool for your Millennial target audience.

——————–

Regan Foy (Twitter / LinkedIn)

Staffordshire University Students’ Union

MSc Digital Marketing Managament Student (Full Time)

Which Social Media Platforms Are Right For Your Business?

Despite what people say, you don’t need to be on all social media platforms to promote your business. However, a lot of businesses fail to harness the power of social media, or waste time using the ‘wrong’ platform for their needs.

By picking the platforms that work for your company and utilising all of the features they have to offer you could be making a bigger difference with just one that you could be with six. Plus there are only 24 hours in a day and for a small business, it can be quite challenging managing all the platforms as well as business activities. But, how do you choose the right social media platform? Let’s get started!

 

WHAT TO CONSIDER?

When deciding which platform is worth investing your time in, there are a few things to consider – your target demographic, the style and ability of the platform and ultimately, what you want to achieve.
Below I’ve put together a list of the key purposes/demographics for the 5 most popular social media platforms – Facebook, Twitter, LinkedIn, YouTube and Instagram. Take a look and see which is most suitable for your business:

 

FACEBOOK –
Facebook is one of the most popular and powerful social networks out there. It has over 1.28 billion monthly active users. Due to its large number of users, the likelihood of your target audience being online is quite high. The platform has great targeting for both paid and organic content and you can almost completely control the way you want it to look – from the cover photo and profile picture to the about options, app integrations and featured images.
Almost any business can benefit from having a Facebook page. But Facebook isn’t primarily about selling. Facebook is ideal for giving your business a personality. Content works best when you portray your business in a friendly, sociable way. It’s the perfect place to show off what your team members have been up too as well as showcasing your products. “The best ‘bang for the buck’ in Internet marketing today is Facebook advertising. The targeting options are limitless and surprisingly inexpensive for businesses of all sizes.Facebook advertising can help marketers of all kinds get insights into how different demographic groups respond—and for a fraction of the cost of other alternatives,” (Chris Treadaway, co-author of Facebook Marketing: An Hour a Day).

 

TWITTER –
Twitter has become widely popular over the last decade and is known amongst businesses for being the place of conversation. Unlike other social media platforms, Twitter is very ‘in the moment’.
Twitter is the platform for you if you want to reach out to people regarding news, updates, questions for your followers or just want to see what your customers are interested in, choose Twitter.

 

LINKED –
LinkedIn is a B2B social media platform. Just imagine attending your busiest networking event from the comfort of your own office/home. LinkedIn is predominantly a platform that allows you make connections in the business world and utilise them as necessary.

It’s a fantastic platform for recruiters and any professional services. LinkedIn has good targeting options and allows you the make the most of people’s skills.
Service providers are more common on LinkedIn in comparison to manufacturers or retailers, because it’s easier to talk about what your business does, and it’s not a very visual medium.

 

INSTAGRAM –
If your business is B2C and very visual, Instagram is the platform you need to be on. Shops, travel agents, estate agents, designers and more are all on Instagram because they offer a ‘strong visual’ product that people will take an interest in.
Instagram has great integration with Facebook when it comes to advertising and due to its use of hashtags, posts are easier to find and target your customers.
You can drive traffic through to your websites/product pages and also show your company’s personality.

 

YOUTUBE –
We’ve all heard of YouTube, right? It’s the go-to place for reviews, how to’s and entertainment. Almost any business type can benefit from YouTube but it requires a lot of time and skill to build a following and to create engaging videos.
As with all platforms, YouTube can work better for certain industries including retail, health and more. It’s also a fantastic platform for influencer marketing. Not to mention it is the second biggest exarch engine and is still and expanding platform, unlike twitter.

 

So which platform will you be using for your business and why, share your thoughts bellow and thank you for reading this blog post.

 

By Richard Holland – MSc Digital Marketing Student

 

Contact –

Linkedin- Richard Holland

Instagram – Vission Design

Brand –

Instagram – Ricco London

Twitter – Ricco London

Facebook – Ricco London

A time to have fun (and some research) at the World of Wedgwood Christmas Market

Christmas is a time that brings so much love and joy to friends, family and loved ones, so why not visit the World of Wedgwood Magical Christmas Market for festive treats and Christmas gifts.

 The event runs from the 7-10th of December.

The Christmas Market Fayre will consist of over 50 stalls selling hand crafted products and locally sourced and produced fine foods for festive treats and Christmas gifts, located in the Courtyard and the Darwin Suite. There will also be music and entertainment, along with Christmas lunches in the contemporary restaurant and a festive afternoon tea in the Wedgwood Tea Room.

In addition to the Christmas market, visitors can also enjoy the Wedgwood Museum or take a tour of the Wedgwood factory, where they can put their skills to the test in the creative studio by having a spin on the potter’s wheel or designing a unique Wedgwood plate.

The World of Wedgwood is situated in Barlaston in Stoke-on-Trent. It is not far from junction 14 (north) and junction 15 (south) which makes life a lot easier for tourists travelling from the motorway . The Christmas Market Fayre has free entry and there is also free parking available on the venue.

About me

My name is Charmaine Oputeri and I am a final year student studying Tourism Management at Staffordshire University.

I am doing my final year project on the World of Wedgwood’s Christmas Market Fayre. The aim of my project is to establish the customer profile and to broadly evaluate the marketing aspects of World of Wedgwood. This is vital to my project as it will enable me to understand what attracts people to visit the World of Wedgwood and how it can be improved for future visitors.

Data collection will be conducted by asking the visitors  at the Christmas Market Fayre to fill out a survey. This survey consists of various questions about the customer experience e.g. what they enjoyed the most about the Christmas Market and what they would like to see improved in the future.

I hope to pursue a career within the Tourism industry as l enjoy working with people. This final year project will enable to reach this goal because it is going to teach me interpersonal skills, good communication skills and lastly, it will enable me to use my own initiative.

Social media

World of Wedgwood on facebook 

World of Wedgwood on Instagram

@WorldofWedgwood on twitter

Charmaine Oputeri on twitter

Charmaine Octuperi on Instagram

 

The Economic and Social Impact of Stoke City FC

The English Premier League is a global brand. Stories abound of travellers from Stoke-on-Trent travelling to far flung corners of the earth, getting into a cab, pub, or conversation and being asked; “Where are you from?” the traveller responds; “I am from Stoke” only to be told; “I know Stoke FC!”, a list of players is usually reeled out including Peter Crouch and co, and from then onward, the conversation takes on a new dimension of familiarity and friendliness.

Peter Crouch Goal Celebration

 

English Premiership Clubs have fans in all corners of the world. Jerseys are sold in Africa, Asia, the Americas, Europe and Australia. Matches are watched on all sorts of devices and football players are household names with kids dreaming of growing up to be like their heroes or even just meeting them someday.

 

Beyond the pitch however, there is another dimension that is closer to home. Football clubs are generating huge revenues and investing these in a variety of ways with a huge impact to their local economies. For example, Stoke FC’s revenue was £11 million in the 2007/2008 football season and then Championship promotion boosted the Club’s revenue even more from commercial, match day and broadcast streams. In the 2015/2016 Stoke FC’s total revenues rose to £119 million, making them the 9th in the Premier League. The growth in the Club’s income since joining the Premier League has enabled it to significantly increase its investment in the region and grow the profile of the Club and the city at home and abroad.  Some key regional and social impact statistics for Stoke FC for the 2015/2016 season are shown in Table 1.

 

Table 1: Key Regional Economic and Social Impact of Stoke City FC Statistics (2015/2016 Season)
2,391 international visits
119,000+ domestic tourists
£7 million visitor spending
301 direct Club employees (FTEs)
£1.3 million spent on local community initiatives
£29 million spent on Club supply chains (some local)

 

In addition to the impact highlighted in Table 1, the Club has also expanded its stadium to boost match day attendance and attract more visitors to the region, invested in players from the UK and abroad to extend the reach of its fan base to other areas of the globe, invested around £4million into its academy providing local young people with opportunities to develop their football careers at the Club, and invested in the Community Trust to work with the wider community to target individuals who want to get back into education, employment or generally improve their health or mental well-being.

 

Not only does success on the pitch attract visitors to the region who spend on travel, accommodation and food and drink, there is the indirect effect from the supply chain and the induced impact from increased employee spending. Analysis from Ernst & Young LLP shows that Stoke City FC generated a total Gross Value Added contribution of 132 million to the region during the 2015/2016 season. £108 million was directly contributed via the club and its tourism, a further £13 million was generated via indirect effects in local supply chains and £10 million was generated via induced effects. This activity also attracts businesses to locate their operations within the area.

Staffordshire University students and staff with Tony Scholes (CEO of Stoke FC)

 

Granted that a lot of the players might not live in the region, the activities of Stoke City FC resulted in an estimated £66million total liability to the Exchequer in 2015/2016. The presence of Stoke City FC also supported many FTE jobs in the regional economy during that period. 301 people were directly employed by the club, 853 people were employed by relevant supply chains, 401 people were employed via tourism to watch Stoke FC, and a further 682 were employed because of induced effects.

 

Beyond these, the Club supports a variety of initiatives to improve the lives of individuals and communities, working with a number of stakeholders including schools, local government and wider supporting organisations (e.g. the premier league). Community activities are delivered by Stoke City FC’s Community Trust (SCCT) which was founded in 1989 and became a registered charity in 2004. Ernst & Young LLP estimate that around 10,900 people have participated in community and charitable programmes in 2015/2016. 119,600 day trips were organised and 304 people have gained at least one qualification as a result of the Clubs initiatives. During the period under review, 10,246 hours of volunteering community work was done with the result of £8.7 million savings for the local community on physical wellbeing and £2.9 million savings on mental well being from increased physical activity.

 

With these key statistics, it is not hard to cheer for our local team. The sporting and commercial success of the Club in recent years, which includes breaking their transfer record twice in the 2015/2016 season, has allowed Stoke FC to further embed itself as a key member of our local economy. We at Staffordshire University will continue to cheer for the club. You should do the same too 😊😊😊!!!

 

If the X is positive integer – how much should a new IPhone cost?

by Dr Andras Kenez

Several sites reported that Apple use different pricing for its different markets. While the US customers can get the new phone from $999 (£740), the UK prices starts from £999 ($1349). The new X costs only £754 in Japan, £813 in Hong Kong, £952 in China, but the customers in some countries pay even more than in the UK: it is £1027 in France, £1044 in Italy. The most expensive is Hungary with its £1073 price tag: it is cheaper to book a round trip flight to NY and pick up your new phone on your travels.

This difference in the final price is coming from the difference level of consumption taxes (VAT) mostly. The standard rate of VAT is 20% in the UK, 22% in Italy, 25% in Denmark and Sweden and world record 27% in Hungary. Some countries also have other taxes in the final price – therefore up to 25% of the price we pay will directly go to the exchequer of the country. The US prices are exclusive of sales taxes, which vary state-by-state (from 0% in Delaware to 7.25% in California). Without the taxes European prices would be about the same – around £830.

But this is still £90 more than in the US – why? The answer is the foreign exchange rates and channel distribution costs. The higher amount is the price of the exchange risk. Apple is not just calculating the Sterling (Euro etc.) cost of the product, because this value can change due to the changes in currency exchange rates. The stronger the dollar, the less Apple gets for the same price in Pounds (Euros). To avoid this risk, they must build in a buffer to the price against the exchange rate risks – otherwise they would have to amend the retail prices day by day.

Channel distribution costs means the costs of the logistics, all the costs of doing business in the country and the costs of transferring the money from an international market.

Apple Iphone Iphone X Technology Cell Phone

Apple Iphone X Technology Cell Phone

There is also a strategic element in pricing: they ask more here because they can. Companies want to maximise their profit, therefore the final price is not just a calculation of the costs. It is not just Apple – many tech companies ask more for their services in the UK from Amazon to Netflix, and the market verifies their pricing.

After explaining the difference between the prices worldwide, let’s take a look to the price itself. What is behind the $999 (£740)?

The retailers margin is also included in the price. When selling Apple products, resellers’ margin is lower than 10%, some estimate it to be 3-5% in case of the IPhones. Though some products have 40-70% margin, Apple have a pretty good bargaining power when we talk about IPhones. Do not expect price discounts from retailers.

Even if we calculate with 10%, it means that £666,  remains for Apple. Based on the previous financial reports of the company, the production costs less than a third of the phone’s price, while the profit rate is around 40%. It means that the production costs (processor, memory, touchscreen, sensors, cameras, battery, packaging and production) is around £222, the other costs (marketing, research and development, logistics, licences, software) is around £178, and profit of Apple is £266.

Could it be cheaper?

First, this is a strategic decision to keep the prices high. It is positioning: Apple price their products higher than their competition to create a so called perceived value. They want to express their exclusiveness and superior quality in the price. It differentiates the product: a meaningful difference that helps consumers justify spending more. Higher prices mean status and helps control the demand. This brand is not for everyone. You should feel the price.

And customers also pay the price premium for the brand. Customers values the quality, the credibility, the innovation, the social responsibility – and willing to pay for it. Brands can burnish the buyer’s reputation, increase confidence, and can form communities based on the attachment to a product. To build a strong brand is expensive – therefore you can see this not just in the profit rate but also in the marketing costs. So, no, I am afraid it could not be cheaper.

And why is it £999? The 99 ending is psychological pricing: the perception of the customers is different if they see the 9s at the end of the price. It creates the illusion that the phone is cheaper than it really is.

 

Sources: Apple, European Commission, Telegraph, Quora, Guardian, CNN, Business Insider, Digital Trends