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

Interface Exhibitions, Events and Interiors

Interface Worldwide Events Exhibitions

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.

Rackleys Chiltern Hills

Rackleys Chiltern Hills logo

How we launched an amazing wedding venue

Challenge

  • To research and develop a marketing strategy and plan to launch Rackleys Chiltern Hills; a new luxury wedding barn and event venue in the heart of rural Buckinghamshire. As the refurbishment took over 18 months, careful staging was needed to develop the venue, while attracting guests, and building a high quality reputation.

Approach

  • Staged collaboration with the management team and also graphics and web designer, over 18 months.
  • Firstly, secondary research to understand, the range and nature of current wedding venues, and offers, in and around Buckinghamshire.
  • Secondly, qualitative research, comprising depth interviews, with prospective and recent brides and grooms, and wedding planners to understand their needs and decision making criteria.
  • Thirdly, we defined the Rackleys Chiltern Hills brand positioning, product and service offer, and other elements of the marketing mix. Then created a website and established a social media presence.Rackleys Chiltern Hills Wedding Barn Buckinghamshire
  • As the build nears completion, test events, and marketing, will increase in proximity to, and beyond the official opening.

Results

  • Marketing for Rackleys Chiltern Hills wedding barn and event venue started in Spring 2020 with the launch of their new website, and social media sites.
  • The impressive refurbishment is well underway and opening on track for 2021. Rackleys is now open for show-rounds, taking bookings and welcomes first guests in April 2021.
  • After 2 months of (low key) marketing activity they have already received a ‘significant number of enquiries and bookings’.
  • Take a tour around Rackleys amazing wedding barn in Buckinghamshire and check out their social media for latest news.

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Guys and Dolls Casting

Guys and Dolls Casting logo

How we helped a TV and film casting agency achieve record placements

Background

Guys and Dolls Casting provides supporting artistes (SAs) to the television and film business.

Challenge

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.

Approach

  • Review of company and market situation with the CEO, including financials, customers and productions served, and also strengths and weaknesses.
  • Depth interviews with a range of Assistant Directors (mainly 2nds/3rds, some 1sts) in TV, film and commercials sectors. Our aim was to understand their needs, attitudes, behaviour. And also reactions to proposed new Guys and Dolls Casting services.
  • Analysis of findings and production of recommendations to better meet AD’s needs.
  • Also analysed online marketing performance. And then developed communication strategy and plans to refresh the website, increase awareness of services (such as new Extras Manager), and leads.
Guys and Dolls Casting Agency Website

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.

Results

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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Nile and York

Nile and York logo

How we helped a designer textile brand expand globally

Challenge

To build on the UK and European footprint, strengthen international distribution and presence, and also cement customer relationships.

Interior Design Services Marketing | Nile and York

Nile and York’s elegant website and fabrics

Approach

  • Analysis of issues and opportunities with CEO/management team.
  • Developed plans to build awareness and interest while mitigating risks.
  • Provided guidance and advice to create new marketing materials.
  • International promotion to raise brand awareness, interest, generate leads and also build and cement customer relationships.

Results

New trade marketing communication campaign implemented globally. As a result, this rapidly raised awareness and interest of this designer textile brand. It also boosted distribution in new markets such as the USA, and helped cement customer relationships. Today, Nile and York continues to carve a niche, and also win acclaim for its range of stylish fabrics and new wallpapers.

Check out the beautiful range of Nile and York small print chintz and sateen fabrics and wallpapers. With a range of nine designs and also six colours there is bound to be one to enhance your home.

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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.

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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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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