Sindy Birkelid, the Director of InMyShoe Ltd, has
many years of industry experience putting together
marketing campaigns for a range of clients, from
small businesses to large corporations as well as
developing brands and creative solutions for the
Internet and Interactive TV. She came to the UK
from Norway in 1993 to study BA (Hons)
Communication Media and Master of Arts in Time
Based Media with Electronic Imaging, and has run
her own Design Consultancy since 2004.
Business Britain recently caught up with Sindy to put
to her the following questions :-
Q: As the winner of Business Britain’s corporate
image solutions provider of the year 2006/2007,
please accept our congratulations to yourself and
your team. What do you think being recognised
in this way will mean to InMyShoe?
A: To be recognised for the quality of our service and
winning one of Business Britain’s main Award
Categories is a fantastic achievement to InMyShoe. The
benefits of winning the award will give us the extra
push to move the company forward and to expand our
Q: A strict criteria is adhered to when the
management of Business Britain decide upon
a winner, one of these is the range of services
provided. Could you describe the range of
services which InMyShoe provides and how this
may have contributed to the final decision of the
A: InMyShoe offer fresh and creative ways of promoting
our clients and offer cross-platform solutions to survive
in today’s digital Media Age. By communicating our
client’s brands strongly and effectively and by taking
advantage of new technology, marketing segments and
concepts we extend the brand image further into the
business through PR campaigns, advertising, stationary,
e-newsletters and websites.
Q: Do you have any additional services which
compliment what you may describe as your core
A: We have many years of experience putting together
marketing campaigns for a range of clients as well as
developing brands and creative solutions for the
Internet. Additional services we offer include imaging
and illustration, moving images and animation,
CD-ROM Production and Interactive TV Design.
Q: Another criteria is customer relations, what
do you think it was about InMyShoe in terms
of communicating with your customers which
caused you to score so highly in this category?
A: Internet is an important tool in our day-to-day work to
improve cost and efficiency. Through the Internet we
can improve the supply-chain operation and the ability
to build business partnerships with business customers
and suppliers. The Internet plays a large role in
customer relationship management (CRM) where we
attract customers to our website by offering them useful
information and services.
Email is widely used and is central to our business’s
Internet marketing strategy as it helps us into
meaningful and rewarding relationships with people
and our customers. Email marketing through regular
newsletters also helps develop mutually beneficial
relationships through regular contact. Our customer
service is a key part of our company’s brand
enhancing trust and building sales.
Q: Marketing and promotion obviously plays
a large role within your organisation, both
internally and externally. Could you please
comment on the factors which have contributed
to your great success in regard to this aspect of
A: It is important to go through an internal process
which informs and involves building our business
presence around core brand values. Before any
effective and appropriate marketing communication
can be done it is essential to define our corporate
identity by looking at the real nature of our business.
Similarly for our clients we also go through a
requirements analysis to determine their goals, needs
and targets before InMyShoe put together a creative
strategy using the right medium to get across the
right message to the right target market.
Q: A further criteria which is considered is that of
cost effectiveness. What policies and measures
does InMyShoe have in place to maintain your
A: We have a marketing plan in place for the year
ahead and consider what promotional tactics will be
the most effective. We also measure the effectiveness
from any marketing campaign we run by keeping it
up to date and adding all key results.
InMyShoe want to promote ourselves in a positive
and competitive light, so it is a good idea to use PR
(public relations) as often as possible since it costs less
and doesn’t have the negative connotations which
can be associated with direct advertising. We use both
online and offline channels that are authorities in our
industry. Editorials on media sites, trade magazines
and specialist sites offer great value where consumers
are more likely to trust the endorsement of an editor.
Using strong methods of communication though the
Internet has also got an impact on how we are slicing
our marketing budgets and for it to be effective we
have identified the right market and planed it with
care to ensure it is interesting and relevant to both
potential and existing customers. By improving trade
relationships and reducing cost of servicing online we
will directly increase efficiency and profitability.
Q: You state in your literature that you believe
in the power of images. Could you elaborate
on this concept and give specific examples in
terms of the corporate images which you have
A: Your logo needs to suit your business and appeal to
your target market as well as help to create a positive,
professional and consistent image of your business.
Your logo also identifies the current values and
direction of your business and it can be used to build
recognition and increase familiarity and trust
amongst your customers.
InMyShoe have also specialist knowledge of digital branding and interface
effectiveness to create a unique customer experience.
Prominent navigation structure, accessibility and usability
experience across the site where the site should deliver
what if offers.
Clarity of content and purpose will continue to shine
through in all mediums and design choices needs to
be weighed against meeting the customer’s needs in
order to achieve its goal. Impressive and compelling
design is important for a variety of reasons including
creating brand identity, entertaining and drawing
people in and establishing credibility.
InMyShoe Ltd have successfully provided corporate
image solutions to a wide range of organisations
amongst which are; Norwegian-British Chamber of
Commerce, Creative Coaching Ltd - Inspiring Success,
Kreativity Ltd - Effective Corporate Communication,
PV3 Ltd - Experts at Affinity, Freedman Green Ltd -
Solicitors, Avarer AS – When Music Really Matters,
Bluhe Ltd – Designer Swimwear for Men, MEMEtix Ltd
– Strategy and Leadership System.
Q: Do you have many opportunities to deliver
multilingual design projects and what recent
clients may have exploited this aspect of your
A: As the Company Director and Owner of InMyShoe I
came to UK from Norway in 1993 so Norwegian is
my native language. I also understand the other
Scandinavian languages, German and of course I’m
fluent in English.
The clients who have recently exploited this aspect of
our service are; Norwegian-British Chamber of
Commerce, where we also have the opportunity to be
part of the Norwegian-British business and culture
community. Our client MEMEtix apply strategy and
leadership systems to both individuals and
organisations and operate all over Europe, and have
offices located in London, Luxembourg, Stockholm
and Oslo. Avarer is another client based in Norway
and are leaders in High-End, HI-FI and Home Cinema
systems selling Revel, Mark Levinson and Lexicon
We also have an introducer agreement with Mamut
Business Software which covers all elements of the
value chain of the business and represents the
markets most complete finance and information
system and Internet solution tailored to SME’s.
Mamut has offices in UK, Ireland, Netherland,
Denmark, Sweden and Norway. InMyShoe have
recently designed and integrated Mamut’s Ecommerce
solution into our client Bluhe’s online store, offering a
new range of designer swimwear for men.
Q: Do you think there is a role to play in the wider
European community for InMyShoe, and are
you satisfied that enough steps are being taken
to exploit these opportunities?
A: With my background in Norway and experience in
the UK as well as having European customers and
suppliers I’m sure InMyShoe have a lot to offer the
wider European community. Currently we are only
operating from the UK ansd are looking to expand the
team with the right members who share our core
brand values. When the time is right we would wish
to set up an office in Norway and potentially in other
European countries for InMyShoe’s future growth.
Business Britain are proud to have
awarded InMyShoe with this years,
2006/07, Corporate Image Solutions
Provider of the Year !