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Commercialisation & Marketing

Commercialisation is making new business models, products and services commercially viable. We find marketing is a critical commercialisation asset. We use a number of strategies to reach the right customers effectively.

Go-To-Market Planning Advertising – Digital & Traditional Competitor Analysis Marketing Strategy Marketing Planning Marketing Execution

Case Studies

Inspirations Paint

In 2012, Australia’s largest specialist paint retailer Inspirations Paint was facing a challenging future.

A brand reinvention created an unprecedented 22 months of consecutive growth. ROI 4:1 in year one and 10:1 in year two.

Carzoos

An entirely new way to buy and sell used cars and a global-first in used car retailing.

Awarded Most Innovative Company of the Year (Global) at the 2017 International Business Awards.

Advertising

“Nobody cares”

That’s the commercially responsible way to think. That’s the way we think.

Nobody cares about our client’s business, their products, their services and they really don’t care about their advertising.

People are so incredibly busy with life that they’ve developed highly effective ways to shut out everything that doesn’t blatantly demand their attention.

We will never produce work that just assumes viewers/readers/listeners are paying attention and lapping up the details. That’d be commercially reckless.

Our ‘always looking to move the needle’ approach to advertising has helped long-time client Inspirations Paint achieve a 10:1 return on their advertising spend, a 600% increase in brand awareness and an unprecedented 22 months of consecutive growth.

Engagement with the campaign content on social blew everything else we’ve done out of the water

NSW Department of Premier and Cabinet

Marketing

That’s a lot of places you could invest/lose your money.

A good marketing plan however, will not only ensure you don’t lose your money, but better still, it will maximise the return you achieve on every dollar spent.

That’s a lot of places you could invest/lose your money.

Here’s a snapshot of how we’ve gone about achieving marketing success on behalf of our clients:

  • Begin with a thorough understanding of the business plan – challenges, opportunities, goals, brand asset evaluation, market intelligence etc.
  • Research – get an understanding of where the product or service lands within the hearts and minds of current and potential customers.
  • Understand the competitive landscape. What are the competitors doing? How are they doing and saying it? Where are they doing it and saying it?
  • Develop a plan to yield an unfair share of voice – in other words, make the most amount of noise for the least amount of spend.
  • Start with quick wins – the lowest hanging fruit. Let the quick wins start to fund the more difficult to reach fruit higher up the tree.
  • Determine what works and what doesn’t. Refine the plan and then keep refining the plan.

This research and data-led method of marketing planning for our client Pacific Dunes has resulted in a 65% reduction in marketing investment coupled with a 104% increase in sales.

Results

  • 10:1 return on their advertising spend, a 600% increase in brand awareness and an unprecedented 22 months of consecutive growth for Inspirations Paint.
  • 65% reduction in marketing investment and 104% increase in sales for Pacific Dunes.