Head to head: how strong marketing remits deliver success

Head to head: how strong marketing remits deliver success

Two marketers explain how recent campaign remits have been created – and how they ensured they were met.

A marketing campaign can be initiated for any number of reasons. To launch something new; to breathe fresh life into a product; to reach a new audience. Or, if there’s a sense that something’s not quite working, to take a different tack. How do marketers identify those remits – and set their scope, shape and monitor them? Here, two marketers working with very different campaign remits explain how they did it.

Case Study 1: Targeting consumers with localised content

For whisky producer William Grant and Sons, the goal was to raise the somewhat low key worldwide profile of their brand Balvenie. Balvenie’s global marketing team sensed the answer probably lay in giving it a brighter, more forceful presence on the web. The trick was to retain existing customers while attracting new ones.

The site also needed to become more flexible and adaptable to meet the needs of local market marketing teams. With all this in mind, Balvenie hired digital marketing agency DotLabel to devise a strategy.

DotLabel compiled a digital marketing campaign remit that included user experience (UX) research, insight and design services, creative design support and full web development build.

“When we started looking at Balvenie’s online identity across the world, it became apparent just how different the audiences were in each country in terms of consumer attitudes and online behaviour,” said DotLabel’s director and co-founder Matt Oxley.

“A one-size approach wouldn’t do. So, we tailored the remit for each local market, which involved building bespoke online payment and event tools. The insights we gained have also helped inform offline marketing activity.”

The research was exhaustive, undertaken not only with Balvenie’s global marketing team but also local teams in the USA, Asia, France, Russia and the UK. Each wanted different features, and all needed different third-party integrations such as online payment and events tools. The new site had to accommodate everything. That meant working closely with the teams to collect and act on feedback.

DotLabel worked with Balvenie’s communications agency on the creative side to boost the brand’s identity. The website was developed in open source Silverstripe’s content management system (CMS) and, mindful of the need to improve content, DotLabel also called upon digital and content marketing specialists 8 Million Stories.

The outcome was that six new websites – the global one and five tailored to local markets – were ready within two and a half months, and launched in May 2017. “It means that Balvenie can map local customers’ online journeys and create digital experiences relevant to them,” says Oxley. “There’s been a 59% increase in time spent on the site, 58% increase in the number of pages viewed per session and 40% reduction in bounce rate since they were launched.”

Case Study 2: Helping to turn leads into sales

Digital marketing services firm MVF recently found itself tackling a scenario in which they were asked to assess, on behalf of a client that offered laser eye surgery, why its marketing wasn’t proving fruitful. MVF’s business is generating ready-to-buy-sales leads. The trouble was that too few of the client’s leads had been turning into firm deals – not enough people were signing up for the treatment. MVF’s remit was to try to put this right.

The company specifically targets people who are likely to become customers. Anyone showing interest in their ads – by completing a form or requesting a quote – is then telephoned by a contact centre to verify their details and interest. The company passes on those details, and it’s left to the client to try and close a deal.

The puzzle for MVF – and its client – was that despite their leads confirming that people had requested a quote for the price of eye treatment, many were, somehow, falling out of the sales pipeline.

“We realised we’d need to undertake more research to find out why customers weren’t making that final purchase,” said Pieter Verstuyf, MVF’s head of paid social.

“After studying the deals our client was able to close versus those it couldn’t, we found the answer – and it turned out to make perfect sense. The biggest difference was where people they lived. Those who didn’t make a purchase, despite being ready to buy, lived 10–25 miles away from a surgery. They were unwilling to make the journey.

“Once we realised that, we refocused our remit and changed tactics. We concentrated primarily on paid social media advertising, which allows for specific location-based targeting. We knew then our efforts would home in on people more likely to become customers because they lived close to a surgery.”

Such was the theory – but what about the outcome? According to Verstuyf, MVF was able to “significantly increase” the conversion rate of leads to sales. “The number who actually attended appointments rose by 20% in just three months,” he said. “These are expensive services, so translated into a big impact on our client's bottom line.”

Were any lessons learnt generally? “It reinforced the importance of working collaboratively with clients – to get as much data as possible to track the user through the entire purchase journey. We now aim to do this with all clients.”

To learn more about implementing a successful social media campaign, attend CIM’s dedicated training course.

Andrew Mourant
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