Lindsell Marketing has a well-established relationship with GI Insight and works to promote the firm’s key messages on customer insight and loyalty. Over the course of the recent recession, Lindsell Marketing worked on a long-term campaign to highlight the importance of loyalty schemes during an economic downturn and how investment in this area would position firms for success as the UK exited recession.
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