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Lucidity London
Inspiring Growth
Marketing Consultancy Credentials
Research  Strategy  Implementation
© 2014 Lucidity London l www.luciditylondon.com
About us
Lucidity (n)
‘The quality, state, or art of
clarity in thought and style’
2
Lucidity London is an independent
marketing consultancywhich provides
consumer insight, strategy and
programme implementationservices to
local, national and international clients.
Our marketing expertise spans strategy
formulation, planning, research, analysis,
design and project management.
“Outstanding professional
support and advice that was a
critical part of the successful
branding and positioning of our
global knowledge culture.”
Marla Kessler
Regional Leader EMEA
IMS Consulting Group
What we do
3
We design and deliver marketing solutions
which inspire growth and build the fortunes of
our clients.
We ask smart questions, push for innovative
solutions and believe passionately in the
power of lucidity in thinking problems
through.
Our ability to articulate strategic issues and
future pathways clearly and concisely sets us
apart from the crowd. These qualities are
matched only by our resolute focus on
delivering a healthy bottom line.
“Lucidity’s strategy has transformed
our business. Revenues have
doubled and we’re now achieving
occupancy levels well above 80% -
fantastic job!”
Julie Weir
Proprietor
Dajon Luxury Apartments, Greece
Take a quick look at the services we provide:
 Marketing Consultancy
 Marketing Audit
 Marketing Strategy & Planning
 Market Research: Surveys /Groups
 Proposition Development
 Brand Identity
 Media Buying
 Advertising & Communication
 Web Design
 Social Media
How we do it
4
We’re passionate about helping businesses
find their greatest upside potential, and
create winning strategies by fusing
evidence-based insights with analytical
drive and focused delivery.
We help clients guide their brands towards
the distinction they need to stand out from
the crowd, creating both new brands and
showing mature brands new ways to adapt
to changing customer tastes.
“Lucidity’s client research survey
guided us towards a quality
improvement strategy which has
turned our fortunes around and put
us back on the path to growth.”
David Walsh
Managing Director
In Situ Media
 Resolve a marketing problem
 Exploit a business opportunity
 Accelerate growth
 Revitalise their brand image
 Enhance their processes
 Build marketing skills
 Overcome bandwidth issues
We partner with clients when they need to:
Who we work with
5
Day
Designs
Strategy
Specialists
Design
Specialists
Research
Specialists
Web
Specialists
LUCIDITY
LONDON
Our promises
6
Things we promise to do Things we promise NOT to do
?
_ 01. Tackle each business problem with passion
_ 02. Care for your brand as if it were our own
_ 03. Offer clear, impartial advice however challenging it may be
_ 04. Draw on all of our experience to inspire a fresh way of
solving yourbusiness issues
_ 05. Help you see your brand from fresh angles
_ 01. Ask you to commit to just one marketing partner
_ 02. Prescribe solutions that cannot be actioned
_ 03. Sugar coat or selectively deliver feedback
_ 04. Adopt a cookie-cutter approach; every project requires its
own tailored plan
_ 05. Stop at the explanation of behaviour, we dig for deeper
human truths and their motivations
Core services
Marketing Planning Brand Strategy and Management
 Developing & reviewing marketing plans  Brand strategy implementation and management
 Resource planning and development  Brand positioning
 Brand metrics / measurement
Marketing Management Business Development
 Marketing audits  Targeting strategies/programs
 Budget allocation/prioritisation  Market research, quantitativeand qualitative
 Outsourcing  Customer segmentation/profiling
 Marketing metrics/KPIs  Product development & product launches
 Monitoring marketing performance  Competitor intelligence
Digital Marketing / Social Media Design & Advertising
 Website design & development (desktop and mobile sites)  Design - brochures,sales material, corporate stationery,
 Social media strategies  Creative for print & online advertising (visual + copy)
 E-marketing campaigns  Logo design
 SEO consulting  Print management
7
Why outsource you marketing
# Reason Scenarios Given
1 Gain access to expertise Bring in the skills needed to perform key marketing tasks, and work with talent that may not be
available in-house
2 Get an expert point of view get unbiased insights and a fresh perspective on the developmentof a realistic but high performing
marketing strategy
3 Find a safe pair of hands experienced and highly qualified project managers with links to premium quality suppliers such as
researchers, web designers, photographers, printers, event organisers, publicists and more
4 Use up-to-date tools employ modern techniques for defining the marketing strategy, reaching target markets and meeting
business objectives
5 Release time free up precious management time by ticking marketing details off the to-do list and reducing time-
consuming meetings with suppliers
6 Increase flexibility options for support in executing a one-off project or for two days a week implementing the
marketing strategy
7 Keep costs down marketing expertise without the commitment and cost of employing full-time employees while
maintaining high standards of execution
8 Bring in new ideas and thinking develop new products, services, campaigns and processes required to get, keep and grow customers
8
People who have
9
Project Engagement Summaries
KBH On-Train Media
Situation Six years after launch, revenues from on-train
advertising had failed to take off and the division had
yet to post a profit. But as the proposition struggled
through infancy, KBH’s management team were
failing to address issues that were hampering the
appeal of their media solution.
Task Isolate the key problems in the traincard product and
make strategic recommendations to put the
business on a path to revenue and profit growth.
Action Primary research among media buyers identified
weaknesses in buyer perceptions around traincard
advertising, each placing a constraint on demand. We
led a bottom-up review and reformulation of the
traincard proposition,significantly boosting quality
attributes while refreshing the companies marketing
communication programme.
Results A strategy focused on quality improvement produced
a significant and immediate jump in revenue and
profits followed for the first time in the medium’s
history. The company existed their founding line of
business to focus on the now highly profitable
traincard proposition.
11
Brand Identity & Communication
£0
£100,000
£200,000
£300,000
J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D
Relaunch
16 April 2006
2005 2006 2007
KBH Traincard Media Revenue Performance Jul 05 – Dec 07
Dajon Luxury Apartments
12
Situation The owners of a new developmenton the island of
Skiathos were entering the lodging industry at a
difficult time. With a limited budget for brand
developmentand sales generation, they needed to
stake out a position for their business among well-
entrenched competitors.
Task Raise awareness of the new apartments among
holidaymakers and visitors travelling independently
to Skiathos, and stimulate enquiries to build
occupancy
Action We discovered through desk research that online is
a key research tool for many visitors to the island
and a small number of web directories are highly
influential in driving traffic to lodgings. We created a
high profile digital presence to guide ‘in-market’
prospects to our website reflecting the luxury
attributes of Dajon Apartments and produced in 3
languages; English, Greek and German.
Results In an extremely challenging external environment,
Dajon’s management have grown the business year-
on-year for each of the last 4 years.
Brand Identity & Communication
0%
5%
10%
15%
20%
25%
0
5,000
10,000
15,000
20,000
2009 2010 2011 2012 2013
Annual Web Visits Revenue Growth on LY
Annual Sales & Web Visitors Performance 2009 - 13
Luxury Food Producer
13
Situation As an input to a market entry decision, our client
needed to understand the size and shape of the
world's largest developedluxury food market, and
identify potential opportunities for growth.
Task Analyse and assess current and future demand for
luxury food delicacies, routes to market, industry
participants, pricing strategies and the value chain.
Explore the appeal of a ‘sustainably farmed’
proposition among consumers for a new brand.
Action We delivered a multi-stage research solution with a
universe including luxury food producers, importers,
wholesalers, retailers and consumers.
Collated and assessed data from intergovernmental
organisation databases and commercial market
reports before conducting retail audits, telephone
research and focus groups.
Results Our report highlighted an attractive industry with
solid medium and long-term growth prospects
alongside largely positive reactions among
consumers and the trade to a new proposition. The
client decided to enter the market.
Annual Production Volumes for a Luxury Delicacy,2013
McArthurGlen
14
Situation McArthurGlen’s team were discussing whether to
continue producing standardised communication
campaigns in Europe - keeping control of the brand
image close to corporate HQ and delivering
economies of scale in marketing - or decentralising
brand communication so country marketers could
focus on meeting local consumer preferences.
Task Isolate the effect of McArthurGlen’s pan-European
campaign on the performance of 3 designer outlet
villages in Italy, Germany and France. Identify
examples of sharp and incisive delivery, and highlight
potential communicationefficiencies.
Action We developed a framework to assess the impact of
the campaign on the performance of each village.
Sales, footfall and expendituredata was modelled
with external variables known to affect retail
performance (e.g. promotions, competitor activity,
macro-economic conditions,the weather etc.).
Results The campaign coincided with a period of rising sales
at each village, however our study was unable to
attribute any part of this growth to the campaign.
Instead it highlighted the critical need to establish
campaign performance measures from the outset,
and setting a budget for measurement activities.
Example of Campaign Performance Assessment 2008
English in Action
15
Situation Three years after a management buyout,EIA's
management team had successfullygrown the
business through a focus on direct sales in a small
number of key markets. However competition was
intensifyingand competitors were beginning to
replicate EIA’s now proven formula.
Task Refresh the company's visual identity and
promotional literature. Design and build a new
website which communicated the breadth and
depth of EIA’s experience and expertise.
Action We began by conducting a review of EIA's current
brand identity,portfolio of services, customer base
and communication efforts. At the same time we
initiated a ‘reality dig’ of competitor offerings, then
drew up a plan to overhaul EIA’s image and
marketing to adopt a more competitiveposture.
Results Refreshing English in Action’s brand image produced
a rise in revenuesof 14% in the first 6 months. An
even more profound impact was seen particularly in
sales, HR and operations - a transparently clear
articulation of the proposition boosted both
enthusiasm and productivityamong staff.
Brand Identity & Communication
16.1%
13.1% 12.9%
14.6% 14.3%
17.6%
10.5%
13.2%
Sep Oct Nov Dec Jan Feb Mar Apr
Revenue Growth on LY
Revenue Growth L-f-L Comparison with Previous Year 2009 - 10
16
Our clients range from start ups to multi-nationals. So if
you think that you might benefit from a conversation
with us, just drop us a line, we’d be happy to talk shop.
You can call us on +44 (0) 208 241 3730, drop us an
email at info@luciditylondon.comor visit our website at
www.luciditylondon.com
Get in touch if you need some help

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Lucidity London Marketing Consultancy Credentials 2014

  • 1. Lucidity London Inspiring Growth Marketing Consultancy Credentials Research  Strategy  Implementation © 2014 Lucidity London l www.luciditylondon.com
  • 2. About us Lucidity (n) ‘The quality, state, or art of clarity in thought and style’ 2 Lucidity London is an independent marketing consultancywhich provides consumer insight, strategy and programme implementationservices to local, national and international clients. Our marketing expertise spans strategy formulation, planning, research, analysis, design and project management. “Outstanding professional support and advice that was a critical part of the successful branding and positioning of our global knowledge culture.” Marla Kessler Regional Leader EMEA IMS Consulting Group
  • 3. What we do 3 We design and deliver marketing solutions which inspire growth and build the fortunes of our clients. We ask smart questions, push for innovative solutions and believe passionately in the power of lucidity in thinking problems through. Our ability to articulate strategic issues and future pathways clearly and concisely sets us apart from the crowd. These qualities are matched only by our resolute focus on delivering a healthy bottom line. “Lucidity’s strategy has transformed our business. Revenues have doubled and we’re now achieving occupancy levels well above 80% - fantastic job!” Julie Weir Proprietor Dajon Luxury Apartments, Greece Take a quick look at the services we provide:  Marketing Consultancy  Marketing Audit  Marketing Strategy & Planning  Market Research: Surveys /Groups  Proposition Development  Brand Identity  Media Buying  Advertising & Communication  Web Design  Social Media
  • 4. How we do it 4 We’re passionate about helping businesses find their greatest upside potential, and create winning strategies by fusing evidence-based insights with analytical drive and focused delivery. We help clients guide their brands towards the distinction they need to stand out from the crowd, creating both new brands and showing mature brands new ways to adapt to changing customer tastes. “Lucidity’s client research survey guided us towards a quality improvement strategy which has turned our fortunes around and put us back on the path to growth.” David Walsh Managing Director In Situ Media  Resolve a marketing problem  Exploit a business opportunity  Accelerate growth  Revitalise their brand image  Enhance their processes  Build marketing skills  Overcome bandwidth issues We partner with clients when they need to:
  • 5. Who we work with 5 Day Designs Strategy Specialists Design Specialists Research Specialists Web Specialists LUCIDITY LONDON
  • 6. Our promises 6 Things we promise to do Things we promise NOT to do ? _ 01. Tackle each business problem with passion _ 02. Care for your brand as if it were our own _ 03. Offer clear, impartial advice however challenging it may be _ 04. Draw on all of our experience to inspire a fresh way of solving yourbusiness issues _ 05. Help you see your brand from fresh angles _ 01. Ask you to commit to just one marketing partner _ 02. Prescribe solutions that cannot be actioned _ 03. Sugar coat or selectively deliver feedback _ 04. Adopt a cookie-cutter approach; every project requires its own tailored plan _ 05. Stop at the explanation of behaviour, we dig for deeper human truths and their motivations
  • 7. Core services Marketing Planning Brand Strategy and Management  Developing & reviewing marketing plans  Brand strategy implementation and management  Resource planning and development  Brand positioning  Brand metrics / measurement Marketing Management Business Development  Marketing audits  Targeting strategies/programs  Budget allocation/prioritisation  Market research, quantitativeand qualitative  Outsourcing  Customer segmentation/profiling  Marketing metrics/KPIs  Product development & product launches  Monitoring marketing performance  Competitor intelligence Digital Marketing / Social Media Design & Advertising  Website design & development (desktop and mobile sites)  Design - brochures,sales material, corporate stationery,  Social media strategies  Creative for print & online advertising (visual + copy)  E-marketing campaigns  Logo design  SEO consulting  Print management 7
  • 8. Why outsource you marketing # Reason Scenarios Given 1 Gain access to expertise Bring in the skills needed to perform key marketing tasks, and work with talent that may not be available in-house 2 Get an expert point of view get unbiased insights and a fresh perspective on the developmentof a realistic but high performing marketing strategy 3 Find a safe pair of hands experienced and highly qualified project managers with links to premium quality suppliers such as researchers, web designers, photographers, printers, event organisers, publicists and more 4 Use up-to-date tools employ modern techniques for defining the marketing strategy, reaching target markets and meeting business objectives 5 Release time free up precious management time by ticking marketing details off the to-do list and reducing time- consuming meetings with suppliers 6 Increase flexibility options for support in executing a one-off project or for two days a week implementing the marketing strategy 7 Keep costs down marketing expertise without the commitment and cost of employing full-time employees while maintaining high standards of execution 8 Bring in new ideas and thinking develop new products, services, campaigns and processes required to get, keep and grow customers 8
  • 11. KBH On-Train Media Situation Six years after launch, revenues from on-train advertising had failed to take off and the division had yet to post a profit. But as the proposition struggled through infancy, KBH’s management team were failing to address issues that were hampering the appeal of their media solution. Task Isolate the key problems in the traincard product and make strategic recommendations to put the business on a path to revenue and profit growth. Action Primary research among media buyers identified weaknesses in buyer perceptions around traincard advertising, each placing a constraint on demand. We led a bottom-up review and reformulation of the traincard proposition,significantly boosting quality attributes while refreshing the companies marketing communication programme. Results A strategy focused on quality improvement produced a significant and immediate jump in revenue and profits followed for the first time in the medium’s history. The company existed their founding line of business to focus on the now highly profitable traincard proposition. 11 Brand Identity & Communication £0 £100,000 £200,000 £300,000 J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D Relaunch 16 April 2006 2005 2006 2007 KBH Traincard Media Revenue Performance Jul 05 – Dec 07
  • 12. Dajon Luxury Apartments 12 Situation The owners of a new developmenton the island of Skiathos were entering the lodging industry at a difficult time. With a limited budget for brand developmentand sales generation, they needed to stake out a position for their business among well- entrenched competitors. Task Raise awareness of the new apartments among holidaymakers and visitors travelling independently to Skiathos, and stimulate enquiries to build occupancy Action We discovered through desk research that online is a key research tool for many visitors to the island and a small number of web directories are highly influential in driving traffic to lodgings. We created a high profile digital presence to guide ‘in-market’ prospects to our website reflecting the luxury attributes of Dajon Apartments and produced in 3 languages; English, Greek and German. Results In an extremely challenging external environment, Dajon’s management have grown the business year- on-year for each of the last 4 years. Brand Identity & Communication 0% 5% 10% 15% 20% 25% 0 5,000 10,000 15,000 20,000 2009 2010 2011 2012 2013 Annual Web Visits Revenue Growth on LY Annual Sales & Web Visitors Performance 2009 - 13
  • 13. Luxury Food Producer 13 Situation As an input to a market entry decision, our client needed to understand the size and shape of the world's largest developedluxury food market, and identify potential opportunities for growth. Task Analyse and assess current and future demand for luxury food delicacies, routes to market, industry participants, pricing strategies and the value chain. Explore the appeal of a ‘sustainably farmed’ proposition among consumers for a new brand. Action We delivered a multi-stage research solution with a universe including luxury food producers, importers, wholesalers, retailers and consumers. Collated and assessed data from intergovernmental organisation databases and commercial market reports before conducting retail audits, telephone research and focus groups. Results Our report highlighted an attractive industry with solid medium and long-term growth prospects alongside largely positive reactions among consumers and the trade to a new proposition. The client decided to enter the market. Annual Production Volumes for a Luxury Delicacy,2013
  • 14. McArthurGlen 14 Situation McArthurGlen’s team were discussing whether to continue producing standardised communication campaigns in Europe - keeping control of the brand image close to corporate HQ and delivering economies of scale in marketing - or decentralising brand communication so country marketers could focus on meeting local consumer preferences. Task Isolate the effect of McArthurGlen’s pan-European campaign on the performance of 3 designer outlet villages in Italy, Germany and France. Identify examples of sharp and incisive delivery, and highlight potential communicationefficiencies. Action We developed a framework to assess the impact of the campaign on the performance of each village. Sales, footfall and expendituredata was modelled with external variables known to affect retail performance (e.g. promotions, competitor activity, macro-economic conditions,the weather etc.). Results The campaign coincided with a period of rising sales at each village, however our study was unable to attribute any part of this growth to the campaign. Instead it highlighted the critical need to establish campaign performance measures from the outset, and setting a budget for measurement activities. Example of Campaign Performance Assessment 2008
  • 15. English in Action 15 Situation Three years after a management buyout,EIA's management team had successfullygrown the business through a focus on direct sales in a small number of key markets. However competition was intensifyingand competitors were beginning to replicate EIA’s now proven formula. Task Refresh the company's visual identity and promotional literature. Design and build a new website which communicated the breadth and depth of EIA’s experience and expertise. Action We began by conducting a review of EIA's current brand identity,portfolio of services, customer base and communication efforts. At the same time we initiated a ‘reality dig’ of competitor offerings, then drew up a plan to overhaul EIA’s image and marketing to adopt a more competitiveposture. Results Refreshing English in Action’s brand image produced a rise in revenuesof 14% in the first 6 months. An even more profound impact was seen particularly in sales, HR and operations - a transparently clear articulation of the proposition boosted both enthusiasm and productivityamong staff. Brand Identity & Communication 16.1% 13.1% 12.9% 14.6% 14.3% 17.6% 10.5% 13.2% Sep Oct Nov Dec Jan Feb Mar Apr Revenue Growth on LY Revenue Growth L-f-L Comparison with Previous Year 2009 - 10
  • 16. 16 Our clients range from start ups to multi-nationals. So if you think that you might benefit from a conversation with us, just drop us a line, we’d be happy to talk shop. You can call us on +44 (0) 208 241 3730, drop us an email at info@luciditylondon.comor visit our website at www.luciditylondon.com Get in touch if you need some help