FEATURE
Winning recipe – Jamie Tinkler , Cornerstone Marketing Solutions creative director , left , with Paul Baker of Saltburn ’ s 19 restaurant .
PICTURE : JAMES HIND WORDS : GRAEME ANDERSON
Recipe for success
Cornerstone ’ s ‘ digital Swiss Army Knife ’ helps market refurbished Saltburn eatery
Successful companies swiftly learn that one size does not necessarily fit all and that the bespoke solution will almost always be the best one for their customers ’ needs .
That is never truer than in the field of marketing where the job of the best marketeers is to tease out the most important messages to get across to the public and then find the most effective platforms to put those messages across .
Cornerstone Marketing Solutions grasped those facts from the very start of its journey , three – and-a-half years ago , and they were instrumental in it winning the Best New Creative category at the Best New Tees Business Awards in 2021 . Since then , the company has gone from strength to strength in terms of the number and stature of its clients as word of its successful results has spread .
But as Jamie Tinkler , the firm ’ s creative director , says , the company ’ s basic approach has been consistent with all customers .
He explains : “ We always start with a strategic onboarding session where we look at goals , audiences , challenges and solutions .
“ Then the Cornerstone Marketing team develops a strategy where we look at what marketing might produce the best results for the clients - what the messaging should be , the type of content , what the target audience looks like and what platforms are best suited to reach them – traditional media , social media , online or offline advertising ?
“ Then it ’ s a case of a cautious , measured strategy where we analyse what is working best , month by month , and look to refine our work to create better and better results .
“ Every client is different but that same basic approach is how we go about things and we ’ ve had some great success with it .”
One of the latest beneficiaries of Cornerstone Marketing Solutions ’ work is 19 - a refurbished restaurant at 19 Milton Street in Saltburn , which reopens this autumn .
The change of brand offered the opportunity and challenge of letting the public know just what ’ s going to be so attractive about 19 and it didn ’ t take long for Cornerstone to zero in on 19 ’ s USP .
Jamie said : “ People buy from people and we quickly identified the fact that one of 19 ’ s biggest selling points is that its head chef is Dave McBride , a multi-rosettewinning chef for the past 15 years .
“ 19 ’ s brand is best described as ‘ English , with a twist ’ - an attractive message in itself - and with Dave ’ s expertise , 19 has the ability to offer costumers something a little special .”
Paul Baker , of 19 , said : “ Cornerstone Marketing Solutions has a great reputation for social media and web design and I know they are very good at getting the word across - something which will be important to the business .
“ It ’ s going to be quite upmarket and offer something extra to Saltburn and we ’ re enjoying Cornerstone ’ s plans to create a buzz about 19 and make a positive statement about the new restaurant .”
19 was able to make use of a marketing service which provides a whole suite of tools and skills in-house .
Jamie ’ s speciality is videography but the team also does website construction and redesign , photography , social media service and graphic design .
“ I always describe Cornerstone Marketing as being like a digital Swiss Army knife ,” smiles Jamie . “ We have all sorts of tools to do whatever job is required .
“ There ’ s so many times that we might have gone to see a client about , say , a website , and come out agreeing to supply them with a video or photography or social media because they hadn ’ t realised we could also take care of that for them .
“ At 19 , for example , we ’ ve just started talking about what might be the best way to design their menus .
“ There ’ s so many ways we can help , including advising on what the best choice of paid-for advertising is , but the overall goal is always the same - we ’ re looking to find first-time visitors who become lifetime customers for our clients .”
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