Ipsos Retail Performance

Marketing strategy and vision

The opportunity

Ipsos Retail Performance, a retail analytics company, needed two events organising quickly. Whilst discussing the events, Vision 29 was invited to take a fresh look at the full marketing and PR mix.

The brief

Develop a marketing strategy and plan to build on the company’s strengths and introduce new ways to further enhance market position and improve lead generation. Deliver two exhibitions in the UK and Germany within a 6 week period.

The solution

Vision 29 created a detailed marketing strategy and plan after a full analysis was carried out of key business areas such a market positioning, competitors, USPs, customers, channels to market and more. It was clear that lead generation, market exposure and brand recognition were key objectives as were introducing effective product lifecycle and management processes and improving employee satisfaction and engagement.

Vision 29 organised two industry events in London and Germany, taking care of all logistics, pre-show, on-site and post-event marketing and training the team on how the get the most out of exhibiting at an industry event. Guidance was provided on lead classification and an effective follow-up process.

Vision 29 introduced a specialist PR partner to manage all PR and social media presence. The main brief to them was to amplify the company’s existing market position through quality thought leadership, impactful press coverage and extensive social media exposure.

Vision 29 created a brief and worked closely with a specialist website design partner to provide a new, responsive website that presented a modern look, design and functionality. SEO was an important factor, as was future-proofing the site.

In this instance, it was proposed that the tactical elements of the marketing strategy would be best delivered by an in-house specialist and so, Vision 29 led the recruitment campaign to appoint an internal marketing specialist.

Percentage increase in website visitor numbers over an 11 month period

Percentage increase in twitter traffic in a 9 month period

Percentage increase in LinkedIn traffic in a 3 month period

leads from 2 events

Having worked with Jo previously, I knew she would deliver. Initially organising two events in a short amount of time and then working with us to create the marketing strategy and plan, she provided us with a clear vision, new ideas and detailed plan that our newly appointed marketing specialist could pick up and run with. Our marketing metrics have improved exceptionally and if we need any further strategy or project assistance, we will certainly invite Jo back.

Tim Joint

International Sales Manager, Ipsos Retail Performance

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