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

Buckinghamshire County Council

Buckinghamshire County Council logo | Buckinghamshire Marketing Success Story

How we helped improve public services and value for money

Background and challenge

With pressure on public finances, both national and local Government wish to contain costs and also maximise cost recovery.

Challenge

To understand family information and service needs and assess awareness. Also usage, drivers and barriers to use Buckinghamshire Family Information Service.

Buckinghamshire-marketing-consultancy

Buckinghamshire Family Information Service website

Approach

  • Management team discussions to identify issues and opportunities to improve service appeal and generate income.
  • Research included depths with parents of pre-schoolers, primary and secondary school age children. Also businesses targeting families in the county.
  • Online quantitative research survey covering adults in local authority areas in and also around Buckinghamshire.
  • Analysis of findings and production of marketing recommendations. These were finally delivered in a face-to-face management meeting.

Results

Our work bench-marked Buckinghamshire Family Information Service performance, information and service needs, usage and drivers and barriers. As a result this revealed many insights on geo-demographic penetration differences. It also spotlighted opportunities to improve online information provision, service value, develop new business services and help recover costs.

The Buckinghamshire Family Information Service provides lots of ideas on fun family activities in Buckinghamshire.

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Berenberg Bank

Berenberg logo | Telephony marketing success story

How we’re helping build a pioneering reputation in investment research

Background and challenge

Berenberg Bank is a global investment bank. The telephony team wanted to uncover insights on demand and income potential. Also to understand drivers and barriers to bundling fixed line, mobile telephony, broadband and television services. This would input to an equity investment analysis and report for their clients.

Telephony market research approach

  • Initial discussions to agree objectives and devise quantitative survey questionnaires.
  • Survey translation, coding and testing.
  • Conducted fieldwork in several countries; UK, France, Spain, Italy, Germany
  • Devised quantitative analysis specifications, and also cross-tabulations.
  • Analysis, report copywriting and finally production.

Results

telephony market research

Contributed many insights on drivers and barriers to, and also the financial implications of bundling telephony and TV services. For example, across all the markets surveyed, customers’ desire for bundled services, increases as customers experience more bundled services. As a result we predict more mergers, acquisitions and strategic relationships among telephony and television providers.

Berenberg’s reports continue to help build a pioneering reputation in equity research and investment.

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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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Merlin Entertainments

Merlin Entertainments logo | Leisure Marketing Success Story

How we helped increase visitor loyalty

Challenge

To understand the drivers and barriers to visiting Merlin attractions, including Alton Towers, Thorpe Park and Madame Tussauds. Also the role of the Merlin Annual Pass (MAP) and how to increase trial and repeat visits.
Leisure marketing consultancy

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

Identified deals and customer ‘savviness’ reduced value perceptions, creating a ‘deal-seeking’ mindset and expectation for further deals.
Thus we recommended strategies and policies to manage and extend customer relationships, and also build value back into the Merlin Annual Pass. Also to create new passes tailored to the needs of specific customer segments.

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

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Department for Education

Dept for education logo | Marketing success story | Dept for Education

How we researched teachers and devised strategies to increase technology use in schools

Challenge

To understand the drivers and barriers to increasing adoption and usage of virtual learning platforms. Also the role of parental reporting in schools. All specifically to improve educational outcomes.

technology marketing consultancy

Using information and communication technology (ICT) in schools

Approach

  • Collaborative working session to insights on school’s experiences using virtual learning platforms. In particular, on issues and opportunities.
  • Creative development of offer and communications stimulus.
  • Group and depth teacher research programme involving primary, secondary and also special schools. Teachers were also asked to undertake a range of pre-tasks before attending discussions to familiarise themselves with potential issues and opportunities.
  • Analysis and debrief findings and conclusions.

Results

Revealed school and teacher motivations and barriers to using information and communication technology (ICT). Insights included the importance of tangible services to support schools and also what were the most persuasive technology marketing messages.
We also recommended policies and communication strategies to maximise school, teacher and educational benefits from ICT.

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General Register Office

Home office logo | Public sector marketing success story

How we diagnosed sales drivers and barriers in family history research

Challenge

Faced with falling income, the General Register Office (GRO) (part of the Home Office) wanted to understand the family history market and the customer journey. In particular, the use of birth, death and marriage (BMD) certificates, and drivers and barriers to sales and cost recovery.

Family History Research

Researching family history researchers

Approach

  • Initial working session followed by secondary research to understand the market, key competitors and also BMD sales drivers and barriers. This involved regression analysis to determine sales causes and effects.
  • Qualitative research with genealogists through to novice researchers to understand customers and influencers. Also the family history research journey, salience and role of GRO and reasons for using or not using BMDs.
  • Followed by creation of range of BMD services and delivery methods.
  • Then finally quantitative research, conjoint analysis and econometric modelling to quantify usage and attitudes, BMD sales drivers and barriers, determine strategic product, communication and pricing policies, and analyse and forecast 5 year demand for BMD services and revenue.

Results

Created  mathematical formulae and statistical models to predict future sales by analysing and also correlating sales and effects over 10 years.
In addition, provided new insights on existing and potential family history researchers, the market and BMD sales drivers and barriers.
Devised new product, promotion and pricing strategies to meet the GRO’s public sector marketing objectives. These then provided a foundation and focus for growth.

To trace your family tree use the General Register Office‘s services – as used exclusively by a very large proportion of genealogists.

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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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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
  • 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 such as architects, surveyors, design agencies. Methods included depths, groups and also ethnography.
  • Analysis and presentation of findings using giant boards.These aided further product development.

Results

Over a dozen insights revealed to inspire product development. As a result, this filled the new product pipeline for several years. In particular, we inspired a ‘new-to-world’ Dulux paint product that inhibits MRSA. Following exhaustive hospital tests, it is now realising its multi-million pound global potential.
Significant decorating marketing and organisation opportunities also revealed.

Read more about Dulux Sterishield.

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