Strategic marketing consultancy | Brand marketing consultancy | The Marketing Directors logo

BBC Match of the Day

Match of the Day logo | Magazine marketing success story

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.

magazine market research

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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Livv Homes

Livv Homes

How we helped inspire a new social enterprise

Background

With origins as a housing association, Livv Homes (was First Ark) is a pioneering social enterprise based in Knowsley, Lancashire.

Challenge

To help Livv Homes establish a clear, motivating and unifying direction. Also to develop strategies to better meet customer and stakeholder needs and improve marketing capability.

First Ark-social enterprise

First Ark, a pioneering social enterprise

Approach

  • Information review and stakeholder interviews to understand hopes, fears, marketing capabilities, business issues and opportunities.
  • Create start-point mission and ‘brand’ positioning to explore and develop in working sessions with management.
  • Team working sessions covering four business units to determine customers, segments and also needs.
  • Develop mission, positioning and series of marketing plans for the overall business. Also for the range of business units and product and service groups. We also devised key performance indicators (KPIs) to aid ongoing management.
  • Interactive marketing ‘discovery’ sessions followed finally by a strategy debrief.

Results:

Helped First Ark (now called the Livv Housing Group) understand how to think from a customer point of view and discover the benefits in so doing.
Established a clear and challenging mission to inspire the management team and organisation at large to develop their exciting social enterprise. As a result this sets a new high standard for the way the organisation works and has potential to transform the local economy.
Also established new marketing strategy, brand strategy and plans to ensure concrete and steady progress to achieve desired financial and customer outcomes.

Read more about this pioneering social enterprise.

Marlow Tennis Club

Marlow Tennis Club logo | Sports club marketing success story

How we helped a tennis club increase members by 45%

Background

With new management team in place, Marlow Tennis Club wanted to revitalise the club experience, and also boost tennis participation and club membership.

Challenge

To research tennis club member needs and requirements for sporting and tennis facilities. Also to devise growth strategies and plans to inform site development.

Approach

Staged approach:

  • Initial online member survey to assess missing facilities in the town of Marlow and reaction to existing facilities. Also to assess drivers and barriers to increasing sport and tennis participation, and reaction to new ideas.
  • Development of facilities’ improvement options to improve the tennis playing experience and also boost participation.
  • Consultation with members, other sport sections and also Marlow Sports Club trustees to shape facilities improvement recommendations.
  • Benchmarking of Marlow Tennis Club vs. other LTA accredited tennis clubs to reveal growth issues and opportunities.
  • Development and implementation of sports club marketing strategies and plans to promote to the local community.
sports marketing consultancy

Opening of the new mini tennis zone at Marlow Tennis Club

Results

Improved the club experience and ambience by improving courts, adding a new mini tennis zone, and also a vibrant event programme including tournaments and socials.
As a result, Marlow Tennis Club membership grew by 45% to over 350 in three years. It was also awarded Wycombe District Sports Club of the Year in 2016.

Anyone for tennis? Visit Marlow Tennis Club‘s website.

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Lypsyl

Lypsyl logo | Toiletries marketing success story

How we researched and developed a strategy to expand a brand in new international markets

Lypsyl product range

Lypsyl product range

Challenge

To understand the global lip-care market, key trends, and also competitor strengths and weaknesses. All in order to focus Lypsyl brand development and international expansion.

Approach

  • Secondary research plus management team interviews to obtain supplementary insights and also discuss issues and opportunities.
  • Review of internal sales and market information.
  • Review of secondary toiletries marketing and research sources. These included libraries, the Internet, retail trade, companies’ websites, and also published research.
  • Creation of spreadsheet model to analyse and prioritise market opportunities. This covered some 100 markets or countries.
  • Analysis followed finally by a debrief and working session.

Results

Provided comprehensive understanding on international lip-care markets and prioritised market entry opportunities. Also provided insight platforms and recommendations to develop the Lypsyl brand. Lypsyl has now been relaunched and successfully expanded into new international markets.

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The Famous Five

Famous Five logo | Media marketing success story | How we revitalised a world famous brand

How we revitalised a world famous brand

media marketing consultancy success story | The Famous Five on the Case

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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Dulux

Dulux logo | Decorating marketing success stor

How we inspired a new-to-world paint

decorating marketing consultancy - Dulux Sterishield

Dulux Sterishield

Challenge

Dulux wanted to fill their new product pipeline in order to secure future business growth.

Approach

  • Initial internal consultation to determine what was known and unknown in order to create and focus our research
  • Wide-ranging trade and decorating marketing research programme to identify unmet, and new needs, for paint and trade decorating materials. Research involved both consumers and trade opinion leaders including architects, surveyors, builders, and design agencies. Methods included depth interviews, group discussions and also observing building and decorating works (ethnography).
  • Analysis and presentation of findings using giant ‘insight’ boards. These aided further product development.

Results

Over a dozen insights revealed to inspire product development. As a result, we spotted opportunities to fill the company new product pipeline for several years. One particular opportunity that we inspired includes a ‘new-to-world’ paint product that inhibits MRSA. Following exhaustive hospital tests, it is now realising its multi-million pound global potential.It is called Dulux Sterishield. Many other significant decorating marketing and organisation opportunities were also revealed.

Read more about Dulux Sterishield.

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The Chartered Institute of Marketing

The Chartered Institute of Marketing logo

How we’re helping boost marketing performance and careers

Marketing training courses

Strategic marketing masterclasses with Guy Tomlinson

Challenge

To help senior marketing executives create and deliver distinctive customer (brand) experiences and marketing communications. In particular, by developing two advanced-level marketing masterclasses.

Approach

    • Created and delivered highly interactive two 2 day strategic marketing training courses. These enable learning by ‘discovery and doing’ rather than ‘chalk and talk’!
    • Delegates also leave the course with a workbook, and new skills, and experience to take back to the workplace.

 

Results

Professionals from a wide range of sectors and countries enabled to create effective marketing communications and deliver distinctive customer experiences.
Delegate ratings are also 85-100% and at the top end of CIM performance measures.
Course intellectual property is inspired and also owned by The Marketing Directors.

Read more about our Brand Masterclass to create and deliver distinctive customer experiences. Also our Marketing Communications Masterclass to create cut-through communications.

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