The Brief

As a provider of technology-based services and a working capital solutions specialist in specific sectors such as trade receivables finance, supply chain finance and invoice discounting, it was essential for the company to maintain a strong online presence amongst these niche audiences. The previous Demica website had built up a significant reputation with search engines through time, which needed to be maintained. The redesigned website was effectively a stranger from the point of view of a search engine, with a completely different structure and page name to the previous one. A clear and structured SEO plan was needed in order to re-familiarise the redesigned website with the search engines.

Solution & Results

The visual and structural redesign made Demica.com a lot easier to navigate, but initially brought fewer visitors than the former website.  Lindsell Marketing created and implemented an SEO programme to specifically target financiers, buyers and suppliers – all key prospects for Demica.  We conducted a detailed analysis of the keywords relevant to each of these areas and then related this to our already extensive knowledge of the marketplace in order to finely tune each page of Demica’s website with appropriate metadata and keyword content.  This also included the optimisation of Demica’s PDF research reports that are created as part of the PR programme.

After all the pages had been fully optimised and targeted, Demica regained its popular ranking on search engines, with several important terms ranking higher than they had with the old website. After having such a positive effect on search rankings, we implemented an Adwords campaign, aimed at those keywords that are less accessible through organic results.  Combined with the fully fledged digital and PR communications service we deliver, this has had real success.

The Client’s View

“Having revamped the website with an improved structure and eye-catching design, we were aware this could have a negative effect on our standing with the major search engines.   With Lindsell Marketing, we were able to drive the new website forward and give it the exposure it deserved – in a targeted fashion.  They advised us on how this could best be achieved, joined it up with existing PR activities and kept us updated along the way.

“The results were a resounding success and plain for all to see.  A google search filed us amongst the top results, whilst an analytics report showed a50% increase in visitors.   Instead of generic and often questionable improvements as provided by some SEO companies, Lindsell Marketing clearly shows an understanding of our business, targeting those with a true interest in our services.”

Phillip Kerle, CEO, Demica

The Brief

LTT Vending had noted that during the height of the recent recession, the public’s hot-drink buying habits had undergone a major shift from café purchasing to vending machine. The company wanted to take the opportunity to demonstrate that quality vending products are being appreciated by the coffee-cultured public. It was a task which needed to encompass all vertical sectors from education to facilities management, from leisure to call centres.

Solution & Results

Lindsell Marketing developed a campaign for LTT Vending based around the exciting news that the company had recorded a 55% increase in sales of premium coffee in a moment that coincided with the height of the recession.

Credit-crunched staff at call-centres, colleges and leisure centres had in fact opted to spend their hard earned money on coffees that are of equally high quality as those sold on the high street, but are retailed at a much lower price and within the company’s own premises.

The news aimed at increasing awareness of the company within its target vertical markets but also at raising the profile of quality coffee drinks available through vending facilities. This strategy directly supported the company’s sales and marketing efforts by showing that British palates, after lengthy education to the joys of quality coffee have recognised that it can also be made available conveniently within the workplace.

News relevant to each vertical industry where take up of vending machines is greater, enriched with sector specific analysis, figures and LTT customer testimonials, was released gaining the company positive exposure in all their key target markets: catering , call centre, education and facilities management. Lindsell Marketing generated over 15 pieces of coverage, including features in Cost Sector Catering, London Lite and Executary News as well as national media such as The Times and The Guardian.

The Client’s View

“The campaign produced some really pleasing results. Not only were we brought to the attention of prospects across a number of key sectors and regions that we operate in, but we also gained national coverage making the general public aware of low cost premium quality coffee which is enjoyed by vending machine users across the country every day.

“Lindsell Marketing assisted us in the creation of a really strong and meaningful message that appealed to a number of media. They understand how the media works and can develop content that is engaging – a rare and powerful combination. In our own sector we have benefited from the additional attention and the campaign has caused a stir among our competitors.  We found that the Lindsell Marketing team deliver on content, industry knowledge and the ability to create striking professional messages that stand out from the crowd.”

Debra Fisher, Marketing, LTT Vending

The Brief

Underlining the need for businesses to build better customer relationships is a key focus of GI Insight’s presence in the press. The company wanted to continue making businesses aware of the importance of database marketing and transactional analysis in: persuading customers to spend more and spend more often, cross-selling and up-selling, preventing customer churn and winning new business. These messages have been essential in raising GI Insight’s profile as an industry expert.

With the UK economy in turmoil over the past two years GI Insight wanted to make sure that loyalty was still high on the business agenda.

Solutions & Results

A proven supplier of content-rich PR material, Lindsell Marketing produced a series of reports investigating the effect of the recession on customer loyalty – both in terms of changes in consumer behaviour and the way businesses were viewing the value of loyalty programmes in a downturn. Gaining insight from both viewpoints meant early pieces of research could inform later reports giving a fuller picture of the state of the loyalty landscape.

Over the last two years Lindsell marketing produced six reports looking at: the projected ROI of loyalty schemes in an economic slowdown; the importance of loyalty schemes and database marketing to successful business in the recession; voucher and coupon activity as the recession wore on; levels of loyalty card adoption; the degree to which consumers had moved downmarket for their supermarket shopping; and recognition of the importance of loyalty schemes among financial director and managers.

Press releases were produced for each report and strategically placed in the news pages of relevant trade publications for maximum exposure. To further elevate GI Insight’s position as an expert in the field, letters and tailored articles were placed in core titles as well as key industry publications and, where appropriate, Managing Director Andy Wood was placed as a spokesperson in relevant features.

In order to keep up the momentum, this activity was maintained over the course of the economic downturn and as the UK economy was showing signs of recovery. GI Insight appeared in wide range of print and web titles including: B2B Marketing, Data Strategy, Drapers, Caterer and Hotelkeeper, Retail Bulletin, Database Marketing, DM Weekly and many more. The resulting coverage not only meant GI Insight enjoyed a visible presence in publications read by their target audiences, but the firm also had ready-made sales collateral at their fingertips.

The Client’s view

“Lindsell Marketing has consistently delivered top quality PR material in line with GI Insight’s strategic goals. Their knowledge of the press and understanding of the changing media landscape means that we can rely on them to get coverage that our customers and prospects will read.

“The Lindsell team guarantees a wide variety of coverage for each campaign they work on, which means that we have a range of persuasive material to hand that can be employed by our sales team in gaining new clients.”

Andy Wood, Managing Director, GI Insight

The Brief

Making the complex nature of direct and database marketing accessible to prospects and the media can be a difficult task.  As a specialist direct marketing provider which encompasses the complete spectrum of data, creative and multi-channel messaging services, it was essential that the company get this right for success.

Solution & Results

Lindsell Marketing has developed an annual content rich PR programme that directly links in with the marketing aims of the organisation to support campaigns and sales efforts.  A series of research reports have been released exploring topics such as response rates across marketing channels and trends in direct marketing personalisation that helped establish the company’s expertise and real understanding of the commercial marketplace.  News, articles, letters to the editor, features and blogs are only a few examples of the exposure gained in key vertical industry publications, as well as the marketing media, national papers and even broadcast media such as BBC Radio 5 and BBC 1’s The One Show.

The organisation’s profile has also been regenerated through a campaign to enter industry awards.  Lindsell Marketing has written case studies and award entries that clearly demonstrate the value and benefits of the company’s solutions to clients such as Betfair and Shop Direct Group.  The results speak for themselves – four industry awards under their belt in one year and they have not yet left an awards ceremony with at least one award in hand.

When the company was looking to merge its operations with recently acquired Transactis, it turned to Lindsell Marketing to carry out stakeholder surveys and provide strategic consultancy.  As a trusted provider of marketing and research services familiar with industry terminology, trends and its customers, CDMS Transactis had no hesitation in appointing Lindsell Marketing to the task.  The result was a clear view of how to communicate the relaunch of the merged company under the Transactis banner to customers, prospects, staff and the media.

The Client’s View

“Lindsell Marketing has proved to be more then just a PR agency.  Their content driven approach means that every media communication is enriched with real commercial messages that we can repurpose for marketing and sales collateral.  This also creates an important balance between quality and quantity of coverage that is gained.  This helps foster a range of quality media coverage that then goes to have a multiplier affect.

“The Awards campaign has been a resounding success showing how the Lindsell team can add value to all forms of marketing communication. By using their strategic research and consultancy service at an important transitional time has enabled the smooth and confident communication of a total company rebrand.  Lindsell Marketing really do deliver on their promise of innovative, content rich communications and quality service provision.”

Richard Higginbotham, Head of Marketing, Transactis