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What makes a marketing strategy truly comprehensive? At Swirl, when we take on a new client, we look at every way in which we can increase their profitability and profile.
Take one of our newer clients, Octavian Cellars. Their objective was to increase their profile as the UK’s leading fine wine storage. The obvious routes to achieve this were all outward facing: think PR, events and other press work. All incredibly valuable marketing channels for them and us. But we also encouraged the client to look inwards – to look at what they were offering their customer. And, most importantly, how they were offering them it.
We worked with the client to trace the customer experience via their new customer trading portal. Was it intuitive? Was the information clear and easy to understand? The next, more fundamental, step was re-evaluating the brand’s identity.
In a comprehensive Marketing Messages workshop, we agreed the key messages and initiatives we’d promote. We then performed a full Tone of Voice review and overhaul, workshopping the Voice with key members of the Octavian team and our in-house expert. The result of this is a new Tone of Voice which support’s the brand’s aims, subtly builds customer loyalty, and generally tightens up written comms at the point where a company gets to a point of critical expansion and things can become a bit messy. Supplied with the new Voice was a ‘writing code’, given the same level of attention to detail usually only seen with visual brand identities. This, combined with writing workshops, means the Octavian team and anyone who joins it, can now speak and think Octavian.
We have effectively reinvigorated the brand from the words up.
These latter parts of our strategy for our client may seem like nice add-ons, but for Swirl they’re a core part of our proposition. And they are the key pushing a strategy from good to great. Why? They’re getting into the nuts and bolts of not just why and what a client wants our help to communicate, but how they do it too.
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