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

Initially we researched mums, dads, and teachers with children across a range of age groups.  Firstly, we asked them to chose, read and review the stories. Then via Zoom discussions, we understood their needs and reactions to the stories and illustrations. This enabled us to determine the optimum target market and what made the books different and better. Also to guide how to improve the stories, create a ‘brand’ proposition’  and tell a compelling brand story.

Subsequently, working closely with the author, John Eaton, and some fantastic copy editors, illustrators, animators, and PR experts, we worked up a series story arc, optimised the stories, created illustration briefs, artwork for the books, and commissioned printers.  Thus far resulting in sixteen books with a further four stories at various development stages and due to publish in 2026-2027. 

All books are promoted in phases; first via book trade cataloguing systems, media, the book trade itself, then to book reviewers, influencers and finally to consumers. We manage awareness and interest raising activity working with social media experts, media companies and independent and  multiple booksellers. This includes direct mail, telemarketing, advertising, and social media promotion via all main consumer and B2B channels, partner collaborations, primary schools and also via in-store display both in the UK and beyond. To do this we’re working with a multi-national team based in Ukraine, Canada, Australia, the USA and South Africa as well as the UK.

As all books include songs, with animated music videos of the songs accessible by scanning QR codes; these have also been packaged as singles and albums. 

We also produce fun children’s activities to further engage and help them learn to read, grow and succeed in life. These are available on Spid’s website. 

Via a growing multi-media company, work continues on projects spanning children’s, poetry, comedy-crime fiction, television and musical theatre. 

Results

Spid, a lowly spider, who loves to write songs and wants to better himself, though he is prone to hilarious mishaps mostly of his own making. His books are great fun for mums and dads to read with their children and are unusual in empowering them to read, grow and succeed in life.

Kris Plazier, Primary School Teacher and Blogger, The Children’s Bookshelf

The first sixteen children’s books are available globally via stores including Foyles, Waterstones, Blackwell, Amazon and BN.com. The seventeenth story Spid the Spider Helps SuperSpid publishes in March 2026. This adventure teaches the importance of staying safe online. Spid loves to watch the adventures of super-hero SuperSpid on TV. But when Bid has her money stolen through an Internet scam, he suddenly finds himself working with the real-life SuperSpid to catch the thief. Together, will they be able to track down the scammer and get Bid’s money back? 

Spid the Spider’s songs are also available individually and in three albums.  His debut album, We’re Having Fun includes the single, I’m Having Fun. His second album is called The Fun Goes On, and the third – Fun, Fun, Fun.  Hear Spid’s songs via music streaming services including Apple Music, Spotify and Amazon Music. And watch the music video of his debut single below.  Thus far Spid has amassed over 8k followers on YouTube. To help on our journey do get in touch.

How we helped an amazing brand treble sales in four years

Background

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.

Marketing challenge

To double turnover and the number of academies from 50 to 100 in 3 years.

Approach

One of PQA’s promotion flyers

• Research-led; secondary research and analysis of media costs and impacts, customer leads and sign-ups by drive-time. This clarified the geo-demographic target market for new Academy openings. It also inspired more cost-effective media strategies and plans.
• Primary research among Academy principals, students and parents (both new, current and lapsed, also new, high and weaker performing academies). This helped understand product and promotion strengths and weaknesses, and also performance drivers/barriers.
• Created mini advertisements and leaflets to help understand student and parent needs and also define the most compelling brand messages.
• Recruited in-house marketing team to improve marketing capabilities, and also foster a culture of continuous improvement.

Results

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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Challenge

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

Approach

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.

Results

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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How we researched and helped develop a new magazine

Background

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.

Challenge

To understand the market for football news and gossip, and also identify gaps in the market for a new multi-media football offer.

BBC Match of the Day Magazine

Magazine Market Research Approach: Three stage process:

• Research planning session to decide issues and opportunities to explore and also create/compile new ‘offer’ stimuli.
• Group and depth insight programme. Methods included paired depths with pairs tasked as investigative journalists, and groups with respondents asked to complete football and football media diaries. In addition, paired father and son depth interviews and individual football enthusiast interviews. These respondents were also asked to buy and review magazines.
• Working session to debrief findings, conclusions and recommendations.

Results

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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How we helped increase visitor loyalty

Challenge

The Merlin Annual Pass – a year’s worth of fun!

Approach

• Customer depths and workshops with families of children aged 2-18 years. The sample included both new, long standing and also lapsed Merlin Annual Pass holders. In addition the sample covered customers of both the standard and premium pass and a mix of ages, gender and family composition.

Results

Find a Merlin Annual Pass that’s right for you.

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How we revitalised a world famous brand

Enid Blyton’s The Famous Five on the Case

Challenge

To revitalise the Famous Five and to accelerate brand growth. Also called the Le Club Cinq in France and Fünf Freunde in Germany.

Approach

• Initial marketing workshop to consider where the brand was now and where it could go in the future.
• Extended creativity to express stories, settings, characters, and also communications. This inspired a range of innovative research stimuli.
• Creative workshops with children and adults in UK, France and Germany. All were pretasked to read one of the books. The aim was to understand brand reactions, and also use consumers as co-creators to define where the brand should go in the future.
• Research analysis and finally a debrief to share brand development findings, conclusions and recommendations.

Results

‘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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