Lawrence & Pierce | Marketing Visions - vision_vii

talking point

How do you judge a marketing agency’s potential to deliver effectively for your company or organisation? A day before the European Capital of Culture 2008 was announced, the BBC gave the six contenders 15 seconds to explain why they should triumph. Each case was very credible. But Liverpool edged clear. In the view of the judges there was “a greater sense that the whole city was involved in the bid and behind the bid.”

We give equal weight to creativity and logistics…our emphasis is not on what we do but what will work best for the client.

Liverpool’s across the board energy is a useful parallel for companies weighing up their agency support options. At Lawrence & Pierce we give equal weight to creativity and logistics. Unlike many other agencies we don’t use account handlers to route client relations through what can too often become a ‘middle man’ role. Instead, like the Capital of Culture judges, the client is able to see the whole range of participation on the project if they wish to.

Getting the balance right between creativity and logistics is also vital in securing the best solutions. Some agencies are circumscribed by either their logistical or creative limitations. They will not begin to explore territory that could deliver really fertile ground for the client but instead fall back on what they are familiar with.

For one of our clients, for example, we delivered a city centre fun-fair. We’re not regarded as fun-fair specialists but that didn't prevent us from delivering a solution that was exactly right for the client’s needs. The client wasn’t expecting an event on such a scale when they gave us the brief. But when we looked at what they needed – a boost to their public awareness in a specific city allied with a way of cementing internal communications across a disparate manual and professional workforce – the fun-fair event emerged as more and more compelling. The outcome proved very effective. The logistical challenge was considerable, albeit exciting and fun, and took us into new areas of project delivery. Our emphasis is not on what we do but what will work best for the client.

Going back to Liverpool and the 2008 Capital of Culture, there were no boundaries on what they proposed. “The world in one city” was the slogan. Similarly, there should be no boundaries on what you should expect from your MarComms agency. Ask yourself if what they usually do - another brochure, direct mail shot or advertising campaign – is really what you need.

Carol Batters DIRECTOR

beyond the brief

BACKGROUND

Holdens, an independent family-owned furniture retailer, came to Lawrence and Pierce (L&P) with a long-established reputation for quality, value and service. The company possessed a loyal customer base but in the face of increasing home lifestyle awareness – and new entrants such as IKEA – wanted to reassess their market position.

AIMS

L&P saw an opportunity to strengthen the store’s image and reputation, independent of the brands being sold.

To increase profitability and Holdens’ reputation as a leading, independent furniture retailer in the changing consumer climate.

APPROACH

Adopting a blank-canvas approach, L&P conducted Holdens’ first-ever market survey. In-house expertise enabled this to be delivered cost effectively and provided a strong foundation for the campaign strategy. The research showed Holdens in a positive light. But it underlined they were not reaching all potential customer types. It also revealed limited awareness, even amongst existing customers, of their wider product offer.

CAMPAIGN OBJECTIVES

To appeal to an increasingly lifestyle-savvy market by building on traditional strengths, without alienating current customers.

SOLUTION

L&P identified in-depth market knowledge as the key to building an effective campaign strategy, and delivered a cost effective research programme.

L&P implemented a repositioning programme for the store. The strapline, style for your home, was added to a softer and brighter corporate identity to introduce the lifestyle experience on offer and appeal to a broader demographic range. Applied to the store frontage the refined brand transformed the high street welcome, which was further enhanced by a stunning window display. L&P then worked with the showroom design team to deliver the refocused proposition throughout every aspect of Holdens, including graphics and signage designed to route customers more effectively.

COMMUNICATION

Regional advertising, a redesigned website and new loyalty scheme materials introduced the repositioned brand to current and potential customers.

RESULTS

Initial feedback shows that key campaign objectives have been met. The refocused proposition successfully communicates the lifestyle experiences on offer, illustrated by increased sales on contemporary ranges. And Holdens’ traditional customer base has responded positively to the repositioned brand.

in brief

Wrangler Footwear
Lawrence & Pierce has been appointed the press and marketing agency for Wrangler Footwear. “Looking for a cost-effective way to raise the brand profile, we were delighted with the approach L&P hit us with. A double-whammy, targeting stockists as well as customers with the same campaign,” says Louisa Minney, Marketing Manager of Kingsway Shoes Ltd. - the licence holders for Wrangler Footwear in the UK & Europe.

Skyvault
Sky Vault is a breathtaking architectural proposal to create a landmark focal point for the East Midlands. L&P has been appointed to lead the project marketing strategy. “We’ve got a fantastic proposal. The challenge now is to turn it into reality. L&P has been invaluable at equipping us to begin to move forward.” Says Tom Hughes, Executive Member of the Sky Vault Steering Board.

NEC
L&P has launched NEC’s latest business communications system. “We wanted a solution that steered away from the traditional product-led approach of many b2b campaigns. L&P’s proposals present a business-building concept sympathetic to the dynamic philosophy of successful business leaders across a European marketplace,” says Doug Lawes, Managing Director of NEC Infrontia.