Having developed prototype ‘business process’ software, our client wanted to explore opportunities for the software, and then specify, and develop a marketing strategy to commercialise it.
3 stage research and software development approach:
First, we worked with our client to create research stimuli bringing-to-life the software idea, what it does, and how it worked. This comprised one page software summaries, a list of features and benefits as well as wireframes or screen-grabs.
Second, depth interviews (over two dozen) with a range of potential business customers and covering a range of industry sectors. The purpose of research was to understand businesses needs, issues and frustrations. Also reactions to the software idea and details. This enabled us to create an outline marketing strategy; target market ‘sweet-spot’ and software development specification to focus coding activity.
In a subsequent stage, we compiled further stimuli covering brand names, communications, more detailed software screen-grabs, and pricing. All was explored with a further sample of the priority target groups (again around two dozen). The aim was to assess what resonated most and what didn’t. This then allowed us to recommend an ‘optimal’ software development specification, brand proposition, communications and pricing.
Our work gave management confidence to establish a new business and software brand. Called Process Bliss, it is a simple way to help teams work together and do great work. It works by embedding simple processes and workflows to undertake key tasks. Thus empowering those new to roles, and boosting business efficiency and effectiveness, while keeping everyone in the loop. Read more about how Process Bliss works and schedule a discovery call or start a free trial.
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Challenge
To better differentiate Interface, and attract more exhibitions, events and interiors clients. However, mid-way through our work, the world was struck by Covid-19, and the exhibitions’ sector shut-down. The focus of our work therefore switched to both short and long-term planning.
Approach
Multi-stage approach involving close working with the client management team. Also website and search engine performance analysis. Then client and prospect research, strategy development and website revitalisation.
First, management team interviews to understand strengths, weaknesses, what worked and could be improved. Then as lock-down eased, research depth interviews with a score of clients and prospects to understand their experiences and service needs in the future. These covered companies in several countries. As a result this allowed us to develop new strategies to better meet the needs of customers. In particular, to convey Interface’s capabilities and boost business efficiency and marketing effectiveness.
Results
Outcomes included a new advertising campaign targeted at local businesses and which also championed Interface’s interiors capability.
Also a new website promoting their unusual ability to create, build and deliver new brand experiences.
This inspired an immediate and significant jump in search traffic. High search levels and enquiries continue to date. This is despite the exhibition sector and global remaining in lock-down. Check out Interface Worldwide for inspiring exhibitions, events and interiors for your brand.
Challenge
Approach
Results
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Guys and Dolls Casting provides supporting artistes (SAs) to the television and film business.
To grow the customer base of Assistant Directors (ADs) in TV and film, and also provide even more supporting and featured artistes to TV and film productions.
Guys and Dolls has built an envious reputation for supplying fabulous extras; high calibre supporting srtistes and crowd for feature films, television programmes and commercials.
Marketing collateral, processes and resources put in place to grow the business. As a result, in 2019, the team smashed previous records for getting SAs and featured artistes on set. Lots more artistes are also being lined up for 2020 productions.
If you need professional supporting artistes or want to be one, get in touch with Guys and Dolls Casting.
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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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Parkinson’s is a charity focused on promoting awareness of, research into and help to alleviate Parkinson’s disease. In particular, they wanted help to understand needs and motivations to take part in events and generate and assess ideas for new events to raise awareness of Parkinson’s disease.
To research why participants take part in events, and also provide guidance to develop new events to promote Parkinson’s.
Revealed a clear picture of the type of event participants, their event needs and factors that drive participation. Also reactions to a range of events and what would most stand-out, appeal to event goers and match Parkinson’s objectives. Our work ultimately focused Parkinson’s UK communication and fundraising strategies and event development strategies.
Read more about and then support Parkinson’s great work.
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To understand attitudes and needs to eating desserts out of home. In addition to uncover insights to create new desserts and grow the category.
Provided a series of visual and written insight platforms to inspire and focus new dessert development. Also several pointers to improve trade channel operations. This ultimately helped cement trade working relationships with a leading restaurant chain.
See the delicious range of desserts at McDonald’s UK.
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Ovo Energy is a small energy supplier who also wanted to create a new service to take on the might of the ‘Big Six’.
Identified widespread unmet need for a new brand to challenge the ‘Big Six’, and also the ingredients for a new service. Since launching the new service, and energy marketing campaign, the number of Ovo customers increased three-fold. In addition, Ovo became uSwitch ‘Energy Supplier of the Year 2017’, winning 11 out of the 12 awards.
See Ovo Energy’s refreshing new energy services.
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How we researched and developed a new global professional services marketing campaign
Having concerns about the effectiveness about their current advertising, CIMA wanted to understand how it worked, understand accounting students, and also their student journey. In particular, to develop a new and effective strategy and campaign to attract more students.
Professional services marketing success story | How we helped CIMA research and develop a new global ad campaign and increase members
Through our work we identified key motivations and barriers to taking CIMA qualifications. Also a blueprint to enable consistent and distinctive global brand communication covering rational and emotional benefits, personality and style and tone. In turn this inspired a new advertising campaign which launched globally. As a result student acquisitions grew by 15% in year one. This exceeded the goals originally set.
Considering a career as a management accountant? Visit the CIMA Global website.
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Faced with low consumer penetration and demanding targets, GlaxoSmithKline wanted to understand consumer motivations, and potential barriers, to a new personal care product. In addition, to devise strategies to increase product penetration in Central & Eastern European markets.
Identified compelling needs and product benefits. In turn this also informed marketing strategy and communication development. In so doing, we drew global management attention to the growth potential of this ‘overlooked’ market.
As a result, a new advertising campaign was created and then aired across Eastern Europe. This inspired a nine-fold sales increase in three years.
Watch the Ukrainian Corega advertising.
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