It’s certainly nice to put on gladrags, drink something sparkly, accept shiny prizes.
But also we see awards as independent assessment and validation of how we measure up against our peers.
And let’s not lose sight of the fact that it’s a win-win for our customers and collaborators too. They share the recognition that their campaign or service proved the best out of all the many entries. What’s not to like about that?
Rather than look at such accolades as ‘nice to haves’, we see them as business opportunities where we can celebrate innovative and winning performance together.
This much-loved homeware brand’s goal was to improve its shopping frequency. It wanted a ‘truly extraordinary’ loyalty proposition so, we threw the kitchen sink at it! One award judge described it as ‘data-driven 360-degree comms at its best.’
We designed, built, launched, and now manage, its myLakeland programme. The mail pack was incredibly sophisticated, most pages contained variable data and personalised content, depending on the recipient’s location and behaviour. As the pack evolved through testing, possible permutations more than doubled to 7,700.
But the campaign paid off. Sign-ups were 17% above target in the first four months. Incremental spend increased as did average customer value (up 44%). The award-winning packs really boosted customer retention and reduced churn.
Awards Won:
17%
Increased
sign ups
44%
Increased
average
customer
value
7700
Possible
permutations
Want to see how we could improve your marketing performance? Let’s start a dialogue.
