Challenge
Spid the Spider is a character devised by author John Eaton. John asked us to help launch his children’s books and music to the world.
Approach
Ongoing operational and strategic marketing working closely with the author, John Eaton. Initially we researched mums and dads with children across a range of age groups. We asked them to read and review Spid’s books and then discussed and understood their needs and reactions. This enabled us to determine what made Spid’s books different and better, and also guide how to improve the books and promote them.
Subsequently, we’ve worked up series storylines and enhanced the illustrations working with fantastic copy editors and illustrators. Book trade promotion continues to boost listings and consumer and influencer promotion continues to raise awareness and interest in Spid. This includes promotion via Spid’s own website, social media, broader PR, and advertising.
Results
Spid’s first book Spid the Spider Has a Day Off is now available at all good book stores. Spid is attracting a growing social media following and acclaim.
His debut album, features songs from Spid’s first five books, We’re Having Fun. This includes his debut single, I’m Having Fun. Find them at all good music download and streaming services. Watch the music video of Spid’s debut single here.
The Pauline Quirke Academy for Performing Arts is a small business with big ambitions. Their success to date has been driven by their entrepreneurial team. With no professional in-house marketing competence PQA also relied on management judgement and design agencies to grow. Concerned about becoming stale they wanted to make sure they had effective plans to drive growth.
To double turnover and the number of academies from 50 to 100 in 3 years.
Identified the most motivating ideas to position and promote the brand and deliver a distinctive brand experience. As a result, we launched a new performing arts marketing campaign and student numbers increased c. 20% after the Autumn opening season. Since the first marketing hire, the team has grown to 7 executives over four years. All are highly motivated, and also focused on delivering an amazing brand experience. In addition, overall student numbers, and sales have more than trebled.
Read more about The Pauline Quirke Academy online.
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To create an engaging event for the local community, boost interest and trial of new sports, and local clubs. Also to raise the profile of Marlow Sports Club, and raise funds to pay back the land purchase cost
It all started with an idea from a tennis club member who is a qualified pyrotechnician. Thereafter, we set out to fill a gap in the local market. Also to create a distinctive experience to inspire kids and adults alike. Nearly 9 months of planning goes into staging the show. It is an organisational challenge led by members of Marlow Tennis Club, and also involving help from all other sporting sections.
Marketing promotion aims to reach over 90% of the community half a dozen times in the 2 weeks before the show.
The offer itself is also designed to involve local sports clubs, great music, as well as purveyors of fine local beers, wine and food.
The Marlow Monster Fireworks Show is now in its 6th year. From a standing start, attendance has grown every year, and visitors now include over 10% of the local community. As a result, it has raised over £30,000 to pay back Marlow Sports Club’s land purchase cost. Thus also helping to provide a lasting legacy for the local community.
The 2021 show is on Saturday 6th November; for advance tickets, visit the Marlow Monster Fireworks Show ticketing website. Thankyou for supporting the cause.
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Match of the Day is the BBC’s flagship football programme. A earlier attempt to expand the brand was unsuccessful and a new opportunity foreseen in the teenage publishing and online market.
To understand the market for football news and gossip, and also identify gaps in the market for a new multi-media football offer.
Identified opportunities and created blue-print for new Match of the Day magazine and website targeted at tweens.
The magazine launched in 2008. In year 1, sales amassed c. £8.5m thus enabling it to vye for category leadership.
Read BBC Match of the Day magazine
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Find a Merlin Annual Pass that’s right for you.
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To revitalise the Famous Five and to accelerate brand growth. Also called the Le Club Cinq in France and Fünf Freunde in Germany.
‘Suspense’ identified as key insight for developing the Famous Five as a brand. We also recommended a blue-print to inform tv programme, new product and brand development covering positioning, story, characters, style and tone, and also settings. Our media marketing work resulted in a new animated (CGI) tv series which aired on Disney Channels globally.
Watch episode 1 of The Famous Five on the Case.
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