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’

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Lucidity London is an independent marketing consultancy which provides consumer insight, strategy and programme implementation services 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

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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

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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

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Day Designs

Strategy Specialists

Design Specialists

Research Specialists

Web Specialists

LUCIDITY

LONDON

Our promises

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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 your business 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, quantitative and 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

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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 development of 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

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People who have

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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.

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Brand Identity & Communication

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£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

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Situation The owners of a new development on the island of Skiathos were entering the lodging industry at a difficult time. With a limited budget for brand development and 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

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Situation As an input to a market entry decision, our client needed to understand the size and shape of the world's largest developed luxury 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

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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 communication efficiencies.

Action We developed a framework to assess the impact of the campaign on the performance of each village. Sales, footfall and expenditure data 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

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Situation Three years after a management buyout, EIA's management team had successfully grown the business through a focus on direct sales in a small number of key markets. However competition was intensifying and 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 competitive posture.

Results Refreshing English in Action’s brand image produced a rise in revenues of 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 productivity among 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

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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.com or visit our website at www.luciditylondon.com

Get in touch if you need some help