September 2017

WORKING IN A VARIETY OF SECTORS ON A GLOBAL SCALE

GDPR deadline.

GDPR

May 18th 2018 – Denfield internal preparations

Account Teams have had training to make them aware of the new proposed additions and changes. Another phase of training will be scheduled during Q3 2017 when ICO release their complete GDPR legislation document

Our approach.

Insights and data intelligence.

• Know your best customers

• Discover new opportunities

• Understand your target audience

• Gain actionable insights

• Dynamically communicate

• Measure online/offline effectiveness

Enhanced B2B campaigns

Target the right businesses by gaining insight into their characteristics

Mosaic commercial groups and types classifies businesses in the United Kingdom into one of 13 groups and 50 distinct types of business.

Commercial Mosaic

Mosaic commercial is built using data fromExperian’s National Business Database (NBD). Thisis one of the largest repositories of information onregistered and non-registered companies in the UK,covering 3.77 million business locations and 3.45million businesses.

Commercial classification of the United Kingdom business within SIC codes

Legend

A = Major RetailB = Industrial Blue ChipsC = National ServiceD = Fleets And FinanceE = Monumental MonolithsF = Specialist SuppliersG = Local Solid RocksH = Hotels And CateringI = Health And Social WorkJ = Property PortfolioK = Independent EntrepreneursL = Energetic EnterprisesM = Cottage IndustryU = Unclassified

Commercial Mosaic

As a foundation to surveys and traditional market research Mosaic types provides great insight into the type of businesses you currently appeal to and where to find similar opportunities.

Within each business group there are several types…

Commercial Mosaic

We can map and segment your data and find regional hot-spots that provide the best opportunity for your business both online and offline.

Whether you have one location or many, work locally or UK wide…

• Prospect Sizing : Understand the market potential

• Hot Spots: See exactly where to target

• Location Analysis: Define the ideal marketing catchments

Commercial Mosaic

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Focus on defining and quantifying the core key target markets:

• Telecoms

• Construction & Mining

• Hospitality

• Warehousing

• Utilities

• Retail

Steps Marketing Actions

Define Target

Audience

Create Buyer

Personas

Define

Customer

Value

Proposition

Engage with

the audience

Build the Customer Value Proposition for each Buyer Persona:

• The offer needs to be both compelling and persuasive with the focus should be on the buyers and their business needs, not on brand or product.

• How does what we offer ‘make’ their life easier or ‘save’ them money?

• Product features to be articulated in the language of the persona...what is important to him/her?

Marketing output needs to be focused on delivering our CVP to the target audience via:

• Website renewal offering a Target Audience focus – ‘select your business’

• Improve content marketing within this focus..e.g. Business cases for using sector specific training

• Email marketing – Either direct or via Channel (depending on Budget)

• Social media – Ensure focus of message on LinkedIn and other sector relevant media messages

Define who we want to target? A decision maker or an influencer in the decision making process?

• What motivates our target? What are his/her business challenges? Where does he/she obtain information?

• What are some influence tactics that can be leveraged with our target? What questions does our target ask about our product?

Strategy stages.

Leversedge is a telecoms service that provides communication solutions and approached Denfield to undertake analysis on their business and how best to not only increase leads, but increase the quality of leads. We started at the root – the brand identity.

Below is their old branding, which we believe to be dated in what is a crowded marketplace.

Thought Process: Snapshot

As a communication and security company, we looked at the idea of a side profile of an eye, to cover both the communication and security aspect, along with the idea of ‘signal’.

Below is the final concept. Modern, sleek and can be applied to both online and offline materials.

Core Reporting is a bespoke online solution built by Denfield that amalgamates a number of channels into one simple and transparent portal.

Channels such as PPC, inbound calls, email campaigns, social media interactions, can all be tracked through CORE, with the system being totally bespoke to your needs. For a number of automotive-based clients, we work on a cost-per-lead base. By putting real values of how much a campaign costs, we can track the outcome and work out exactly how much return you are receiving for every pound spent.

The system is very involved, intuitive and has changed all of our client’s mindsights when they see it in action. It really does have to be seen to be believed. There are screenshots to follow of a number of tools available in CORE but we insist on a live demo to fully appreciate the power CORE has to offer.