Glossary
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
A
Advertising
One of the many marketing disciplines that often costs more than it returns. It's a tool in the box that creates brand awareness but tends not to drive immediate sales. See "Waste"
Affiliate Marketing
A term used to describe how your brand can connect with other brands online. It's like having your website go to speed-dating and hook up with heaps of other sexy websites.
Australia
Ahhh, we love it.
B
'Big 8'
Ignite's 8 service disciplines that help your business grow big and strong. Not the Cola sold at Sobeys in Canada, but equally as refreshing when you find it.
Body of Knowledge
The masses and masses and masses of knowledge we have in our superhuman brains about all things hospitality.
Brand
The overall image your company portrays through the story it tells and experiences it creates. Your values, your statement to the world. It ain't just a logo!
Branding
If you guessed identity and logos, you're not wrong - you're completely wrong. Branding is the sum of all your touchpoint experiences working together to build a single impact in your customer's mind.
Bright Sparks
The clever consultants at Ignite. Want to meet the team?
Bums/Bottoms on Seats
Rude/Less rude phrase to describe what we help you to achieve over and over and over and over again.
Business as Usual
That really comfy place where you're not tapping into your business' full potential. See Ignition
C
Communication Campaign Plan
Carefully prepared document that details highly targeted and fully 'in-brand' promotional activity. Generally includes cut-through marketing campaigns, sales promotions and opportunity-driven campaigns over a period of time. Planned, budgeted and implemented with your objectives, to your brief.
Competitive Edge
That little piece of the market that your business occupies in front of your competitors so your customers see you first.
Completion
Is your business ever truly complete? Never! You're always improving. We just mean post-build and the launch phase.
Concept
The big vision, the idea coming to life.
Conquering
What happens to the concept after Ignite's worked on it.
Creative
A person who colours inside the lines and stuff.
D
Delibar
A business that combines a Delicatessen with a bar. Anyone for a Feta Martini?
E
Email Marketing
An Ignite speciality. Possibly the best form of direct communication with your customer base. Superbly cost effective, completely measurable and amazing how few hotels or F&B businesses utilise it to drive sales.
Experience
The sum of wisdom, memories and skills gained from troubleshooting our way through numerous, double shifts, available to you. Knowledge in 'Toliet unblocking 101' and 'Safe reconciliation at 5am' to name but a few.
See our Top Tips for more testament to our experience or get in touch.
EPOS
Electronic Point Of Sale. An abacus is cheaper but it won't tell you a zillionth as much about your business as a good one of these will.
F
Fast-Casual
A restaurant that offers a slightly higher quality of food, service, and atmosphere than a fast-food restaurant.
Feasability Study
The test as to whether you can afford to pay our fees.
Findability
A combination of SEO, usability, accessability and integration. Findability covers the entire process a user goes through to find your site and then on to finding what they're after.
Flash
A web technology designed around animating things. Whilst it does look pretty, content in it is not indexed by search engines.
Functional Design
Makes sure your communications not only look snazzy, but also gets the right message across. It's about creating design solutions that focuses on the user and how they best can use a product or take in information. See gratuitous creativity.
G
Geek Chic
Science mixed with class. All our menus, brochures and general graphic design is always as intelligent as it is good-looking.
Google Analytics
Gives you useful information about how people are finding and using your website.
Gratuitous Creativity
Creative for the sake of being creative. Pointless work that is intended to win gold in the agency awards, and not for the sake of your business. See functional design.
Green Marketing
We love hearing about companies Sustainable policies, but we hate it when the trumpet is bigger than the achievement. Sustainable policies need to be communicated intelligently and - as always - with customer perceptions in mind. Believe us, you don't want to be seen as a Green Mongrel
Green Mongrels
Mongrels who jump on the Green bandwagon, implement phony environmental policies and try to pull the wool over trusting customers eyes. Name and shame friends, name and shame!
Grown-up
An established business needing Ignition. Antonym see Start-up
Groceraunt
A business that combines a grocery store and restaurant. Market-fresh groceries are prepared onsite to a daily menu and served in a casual dining area. Farm to fork-like.
H
Heads on Beds
Post-ménage a trois at Hotel Costes in Paris OR the term used to describe what we help hotels to achieve over and over and over and over again.
I
Ignition
The methods and means by which Ignite move your business from 'usual' to 'extraordinary'
Interiors
It's what's inside that counts.
Information Architect
Planning the information structure of a website so that visitors can find what they're looking for, and actually enjoy the journey.
J
Jack of All Trades
...and master of none. Rubbish! Who says you can't be a specialist and a generalist at the same time? We're often asked "But how can you do it all?" And the answer is easy - dedication, experience and patience. We don't do it ALL, we work very closely with our clients and alliances to provide the best mix.
K
Kamchatka
Far east of Russia, home of one the most beautiful volcanoes on Earth, Kronotsky. The most Igneous place on earth.
L
Live Consultancy
A marketing, operations, online or design expert join with you for an hour, day, week, month or even year to audit the inner workings of your business in view of helping to improve performance.
Lucifer's Lawyer
Playing Devil's advocate. The attribute that allows Ignite to tell clients what's in their best interests and not just what they want to hear.
M
Multi-Channel Marketing Campaign
Sending the most relevant message, through the most relevant combination of channels to the desired audience.
Marketing
Ensuring all your business activities, from concept to completion and communication, perfectly match market demand and achieve your business objectives.
Marketing Audit
Analysing the effectiveness of your marketing channels, their content, relationship to target markets, the effectiveness in encouraging a desired action and the potential return on investment for each. Signed, sealed and delivered in an audit report.
Marketeer
A person who asks the market what type of shape they like and draws it for the creatives to colour inside.
N
Negroni
Equal lashings of Sweet Vermouth, Campari and Gin (preferably Millers) poured virgourously over ice. Stir clockwise 17.5 times and grace the menisucs with a flash of orange peel. Drink slowly as the sun hits horizon.
O
Online
The place to be seen by the world. Opposite of offline but always considered at the same time when creating intelligent marketing campaigns.
Online Audit
Can search engines find your site? Where are your visitors looking? Can they use the site? How well does your booking engine or online store generate a lead, booking or sale? These questions are answered by an audit from our resident guru.
Operational Audit
Diving into your day-to-day operations with your team to search for solutions that improve profitability, efficiency, customer service and quality standards. Think Ramsay's Kitchen Nightmares without the expletives.
Operational Engineering
Crafting front of house, back of house, staff and customer processes during the design and pre-launch phase so there are no evil surprises, post-launch.
P
Pay-Per-Click Advertising (PPC)
Model where the advertiser places an ad on a hosts website and pays only when a visitor clicks. Highly measurable and very effective if bright sparks are involved. Very underexploited in the hospitality sector.
Plub
A mix of Pub and Club. A Pub that turns into a club in the darkness of night. Often frequented by Ignite staff.
Q
Quick-Fix Marketing
Band-aid solutions to broken bone problems. Often there's more to consider than meets the eye. A good time to get an alternative perspective.
R
Return on Investment
...or ROI, is how we turn money into more money.
Reviews
Our dedicated team fling themselves around the world from one bar or restaurant to the next so you don't have to. Check out some musings in our blog.
Recruitment
Finding that inspirational person or people to bring your brand to life
RSS (Really Simply Syndication or Rich Site Summary)
An RSS feed allows for websites to distribute content to people even when they're not on their website. When you subscribe to an RSS feed, you will receive regular updates - whenever the site is updated. This can be delivered to any web portal, your mobile phone, email and so on. If you want to test it out, you could always sign up to our RSS feed to see how it works :)
S
Scope of Services
The 360 degree range of services that Ignite provide to clients from concept to completion and to conquering.
Search Engine Marketing (SEM)
All activities on the interweb that help to promote your website such as SEO, PPC and Affiliate marketing.
Search Engine Optimisation (SEO)
All the tactics we use when developing your website to improve its visibility and ranking in search engines like Google.
Service Standards
Setting the benchmark for quality amongst all employees and making sure they are continuously aware of them.
Share of Stomach
Used to indicate the market share that a food, drink item or brand holds with consumers.
Spend-per-head
The price of hair-cuts OR the measure of how much an individual customer spends on your product and service. It's what Ignite help you increase at every opportunity.
Start-up
A new opening or a business idea needing Ignition. Antonym see Grown-up
Strategic Marketing
Using tact, insights and supreme intelligence with tools from the marketing arsenal to achieve your objectives: An Ignite speciality.
Sustainability
Ensuring all your business activities contribute to keeping you, your employees and your environment alive for future generations to benefit from. See Triple Bottom Line
Sustainability Audit
A Sustainability Audit involves a full analysis of the your businesses ecological impact, with careful analysis of all those figures we'll be getting. A good sit down with the management, staff and owners will ensure all the necessary information is there to develop a Sustainable Development Strategy for your business post audit. We don't believe in Greenmongrels by the way, it just doesn't make business sense!
Sustainable Development Strategy
A good strategy is based on a solid Sustainability Audit and will incorporate 3 key areas to ensure Sustainability becomes the lens through which you see your business: how to become more ecological, how to save costs and how to involve your business in the internal (your staff) and external (society) community. We like to call it the 3 point circle of business life.
T
Tactics
The evil twin confectionary of TicTacs OR The range of ways a strategy can be engaged to meet your objectives.
The Big 8
Ignite's core disciplines that will help your business grow big and strong. Consultation and deliverables in each of these 8 areas: Strategy, Marketing, Design, Branding, Interiors, Online, Operations and Sustainability. See Big 8
Three Point Circle
People, Profit & Planet: 3 points to the business circle of life. A strategic design tool that embodies profitable operation combined with attention to the people who use and work in the business and a focus on careful stewardship of resources.
U
Under Construction
The sign on your building site that innevitably stays up long beyond the deadline you set your contracters.
V
Viral Marketing
Sneezing in your customer's face. Just joking of course! Viral is an idea so unique that it spreads through the general population as quickly as head lice at Kindergarten.
W
Waste
Thoughtless use of resources; Inefficient and inappropriate in this world.
Web Standards
Something we like here at Ignite. There's a reason why there are standards for the web - they promote seo, they help with accessability and they also make sure your site doesn't fall over on different browsers and operating systems.
Word of Mouse
The ability to communicate peer-to-peer online to spread opinions and thoughts. A bit like Word Of Mouth but quicker, wider and far more powerful!
X
X-Ray
An audit is like an x-ray of your business, showing us what's really going on behind the scenes and helping us spot the nasties
Y
Yes Agency
The type of place where nothing is too complex - where every client concern can be solved, where you leave feeling all warm and fuzzy after a meeting with the team. Cheesy huh?
Yin & Yang
Complimentary opposites within a greater whole. Like web developers and creatives or humans and hounds!
Yap
A good old chin wag helps us find out about your business and your goals. We're all ears here.
Z
Zeal
Served best by us.
