It is crucial in marketing, and many other business sectors, to be aware of and respond to current matters. Whether it is a breaking news story or the start of a new trend, everything offers the opportunity for a response. The difference between a correct or incorrect marketing reaction to something can make or break a brand’s image. This article has come at such a pertinent time, it is more relevant than ever. Below are some examples of how we have assisted and enabled clients to be responsive, building their brand images and increasing sales.
The development and spread of the Corona Virus is an issue currently on everyone’s mind. We were able to quickly turn around an extensive email campaign for one of our clients, a leading Healthcare Insurance Provider, offering their subscribers comprehensive guidance and advice on the issue. It was this efficient reaction alongside our client’s ability to adapt and change that allowed us to fit the email campaign into their everyday workings, providing some reassurance to those particularly concerned about the virus.
We had to get even more creative with our photography recently, as we got used to working from home. Our Creative team had to manage shoots from different locations, communicating only through video calls and emails, yet still managed to rapidly produce some excellent work. We even managed to secure some new business with Fairfields – potato farm and crisp brand. An immense shoot for the client, all from our photographer’s living room!
Munchy Seeds are another of our clients who we were able to formulate a plan to respond to the consumer behaviour that has been brought into action recently. Due to unprecedented circumstances, consumers shopping behaviour has changed and we are now seeing people buying larger quantities of stock/bigger bulk products more than ever before. To respond to this, and make sure we were able to provide enough product to fulfil the consumer demand, we implemented a 25% off all ‘Bumper Tubs’ sale. Munchy Seeds saw a considerable increase in revenue immediately after the sale was launched.
In the months leading up to Corona Virus, the UK also experienced some extreme weather conditions brought in by Storm Ciara and Storm Dennis. The damage resulting was particularly relevant to client Garden Trellis Company, as many homes and gardens felt the full effect of the storms, with broken fences, gates and gardens. Fencing and gates especially are vital in both the design and security of gardens. We responded to this crisis by offering 15% off all products the Garden Trellis Company have to offer, replacing any damaged items in gardens for a lesser charge. As a result, the Garden Trellis Company not only were on hand and able to help their customers, but also increased their sales by 12% when compared to the same period in 2019.
Curzon played a pivotal role in the strategy and running of both the Munchy Seeds and Garden Trellis Company sale campaigns, handling all marketing aspects within the process. This included website management, email campaigns, digital advertising and social media marketing. Additionally. we created various graphics to be shared across all platforms, including website and email banners and images for social media posts and stories. These tactical sale launches increased brand awareness and contributed to an increase in revenue for both clients.