Lawrence & Pierce | Marketing Visions - vision_x

talking point

Heads of state depend on translators, in their day-to-day work, to communicate and negotiate sensitively on their behalf. At one level -this is similar to the work of a marketing communications agency; we take a client’s brief and produce communications. However, there are a few, big differences. We’re less restricted by what we can and can’t say; we’re not so literal; we have freedom to express ourselves and often make language and image work on different levels.

Throughout our creative process, we translate business objectives into practical communications. We’re employed to communicate - our remit is to create eye-catching and memorable messages. Marketing’s about talking to individuals, so we’ll target customers based on their interests and habits and speak to them in a way they understand and appreciate.

We’re employed to communicate - our remit is to create eye-catching and memorable messages.

Where translators must precisely replicate what’s been said in pursuit of sensitivity and can appear to be bland, we’re lucky to have free range to say what needs to be said. Sometimes we need to provoke, rather than empathise.

Language has become a theme for us and influenced our recent advertising campaign. It uses dialects to convey our message, and as we work nationally, this has been a great way of communicating geographically and humorously.

We have international clients too and regularly produce collateral in a variety of languages. We understand it’s complex to work across markets, but also it’s how markets understand messages, technicalities and contexts.

Interpretation of language influences everything we do. Its use is most evident during the multi-layered process of website creation. We produce great design and content, using creative skills. Next, we build the website using webcode. Sometimes a further layer of translation is needed, when clients need websites with language options.

Our ability to translate problems into solutions results in a deeper dialogue with customers. Our industry’s not as formal as linguistic translation, and we think probably more fun, but what unites us is our desire to get the message right, delivering clarity to often complex situations.

Tim Hatton

beyond the brief

BACKGROUND

Swayfields is an established and successful market leader in the provision of motorway services with several sites across England, under the name Extra. They are expanding and currently constructing more sites, with further ones awaiting planning permission.

Following our successful promotion at the launch of one of their first sites, Swayfields asked us to look at a nationwide campaign to build both immediate sales and long-term client loyalty.

BRIEF

We devised the X-a-peel promotion concept, which was catchy, bright and highly visual, combining Extra and a sexy all-in-one fruity pun.

We were asked to devise an eye-catching, memorable attraction (other than price) to direct amenity-block visitors, forecourt browsers and local traffic to make a fuel stop in the forecourt, to encourage existing users to increase their purchase value and to incentivise call back.

SOLUTION

Within our key objectives, we created a promotion to:

• • build awareness and loyalty to Extra service stations
• • encourage forecourt and amenity visitors to purchase more petrol
• • encourage facility users to purchase petrol
• • provide a link between oil company promotions
• • prompt return visits
• • provide an offer to combat high price perceptions

CAMPAIGN

Fuel customers were given a scratch-card when they paid for their fuel. Prizes were designed to be attractive to the wide range of visitors by age and socio-demography: instant wins, medium-sized prize gifts and a substantial major prize.

The competition was designed to be fun and humorous, and prizes included: Apple i-pod Shuffles, Kenwood Smoothie Makers, mobile phones and even an all-inclusive holiday at Grand Pineapple Beach in Antigua, as well as thousands of other prizes - all fruit related…

Communication was designed to capture both forecourt and amenity users with specific activity and location-related messages:

• • variable pump topper and nozzle displays at point of purchase
• • large poster sites identifying campaign benefits at the entrance to services
• • hanging signs reminding customers of the in-store campaign
• • shelf wobblers focusing on the benefits to browsers
• • leaflets on counters throughout the service area
• • table toppers to target amenity users
• • in-toilet messages to remind visitors of fuel offer
• • local radio adverts to capture through-traffic and local users

RESULTS

The campaign provided long-term opportunities to promote the sites’ positive characteristics, such as their national coverage, 24-hour opening, facilities, quality fuel choice as well as the fast, convenient service that is offered.

“Lawrence & Pierce have answered our brief exactly. They produced a number of exciting promotional proposals, and initial feedback shows that the key campaign objectives have been met. They’ve delivered a nationwide promotion that has built awareness and increased sales.

Their design work and commercial sensibilities have been a welcome addition to the Extra team.”

Tim Spouge, Director, Swayfields.

in brief

Newark Beacon
Lawrence & Pierce are building awareness of the Newark Beacon - a state-of-the-art, business innovation centre and a great place to start or relocate a business to. “L&P’s exciting design proposals and understanding of the local business market gave them the edge in a highly competitive tender process.”

Sally Gillborn, Economic Regeneration Officer, N.S.D.C.

First
L&P is celebrating after First was identified a Superbrand for 2007. “This is recognition for the years of planning and effort that have turned First into a massive brand. L&P have played a major role, creating First’s corporate identity, seeing it implemented and developed, over 12 years. It is a tremendous accolade, but we recognise the challenges ahead and L&P will continue to be part of that process.”

Avril Gill, Marketing Manager – Group Brand, FirstGroup plc.

2CQR
L&P have refreshed 2CQR’s brand, targeting decision-makers in the library systems market. Their campaign incorporated a range of collateral, from 3D: exhibition units and office signage; 2D: brochures, folder and leaflets; PR, newsletters and media advertising. “Initially, their design work blew us away, but their understanding of our market was what won them the contract. As we’re so busy, it’s reassuring to know they’ll move our work forward when we’re dealing with clients.”

Mick Fortune, Business Manager,2CQR.