Clarity Within Constraints
Like a gazelle, businesses need to move with agility and flexibility. They need to respond swiftly to evolving market conditions, applying efficient, strategic movements to outmanoeuvre the competition and capitalize on emerging opportunities. Staying ahead with awareness, adaptability and zigzagging strategically like a gazelle, can help determine success.
I have led a range of projects that required lateral thinking, precise audience targeting, and strategic execution. These initiatives have included tailored marketing communications campaigns, disability and accessibility advocacy, and other focused activities that delivered measurable impact for both clients and organizations.
The Great Escape Blueprint is not just a talk. It’s a consultation, by working as partners with you and your teams to garner key insights from lessons from WWII history. These learnings are applicable to the business world today. Email me for a free half hour consultation, at sangeeta@brandpositive.co.uk
A snapshot of some of my work experience and its impact.
The below gives evidential support that I, the founder of Brand Positive Encounters® has the expertise in delivering value for businesses. Whether qualitative or quantitative, be inspired.
1. The engineering / technology / automation sector
Organisation: SIEMENS
Sector: Private
Department: Automation and Drives
The pain point: The department was facing a slow growth in revenue over a period and needed expertise. Call backs were never returned.
Consultation Revealed:
- Advertising in a broad range of industrial print magazines, which was more hardware focussed. And not micro focussed to its target segment
- The messaging was technical which was needed, but failed to get the key points, benefits and USP across in its messaging.
Task: Marcomms campaign for a micro industrial segment
Deliverables:
- Copy and content for an advertorial was compiled and design executed.
- The advertorial was published in specialist trade magazines for a three-monthly period.
Impact:
- Lead generation increased as the benefits highlighted in the messaging resonated with their potential clients.
- Conversation of a certain percentage of leads into sales also led to an increased morale and resilience in leadership and their team. Automation and drives are big ticket items, so just a few sales are a big revenue stream.
2. Telecommunications sector
Organisation:A national charity providing wireless and related products.
Sector: Non-profit
Department: Regional and national area managers.
The pain point: The charity provides wireless devices to the visually impaired in UK at the time of operation. Free provision is based on certain means tested criteria.
Each provision of a device proves to its funders that there is a need for these adaptable devices. So further funding depends on how many devices are given.
Consultation Revealed:
- There was a product sheet which had messaging which was too technical for the target audience. A significant proportion of their target audience are 65 + years of age.
Task: Marcomms campaign to explain the user benefits to a visually impaired ageing population.
Deliverables:
- Translated the technical messaging into how it would benefit the target audience.
- The revised product sheet was sent to all the area managers.
- The product sheet was converted into an advert and it was published in a Guide Dogs Association publication, whose readers are visually impaired.
Impact:
- The charity kept getting phone calls from the target segment wanting a device. They had read the write up and revised product sheet I had written and had gotten published in the guide dogs matters publication.
- The charity said it was the best marketing campaign that was ever done by the charity.
- Area managers phoned to say they were given the leads relevant to their area. And as their performance is dependent on how many devices are placed, they were extremely satisfied.
- Area managers printed the revised product sheet and handed printouts to libraries etc. The revised product sheet gave the area managers relatable information, which could be communicated to their target segment.
- The managers in retirement homes read out the revised product sheet to their elderly residents.
3. Health and economic growth sector
Organisation: DKT International
Sector: Non-profit
What they do: A global social enterprise providing affordable and accessible sexual and reproductive health products and services.
Objective: Raise awareness of HIV/AIDs to reduce further infections in high-risk groups (HRGs).
The Focus: A pilot project to target a segment of youth who have not been hugely targeted (MSM).
The pain point:
- A rise in HIV cases in their catchment area amongst this bridge population.
Consultation Revealed:
- DKT is reliant on funding. Ignoring this high-risk segment goes against their global social mission to target HRGs.
- An audit revealed gaps in target market approach.
- Lack of in depth research about HRGs and competitor activity.
Deliverables:
- A proposed micro audience segmentation for HIV prevention as outlined by CDC (Centre for disease control).
- Developed an enabling environment for MSM youth to feel safe.
- Organised a BCC (behaviour change communication) advocacy educative session periodically.
- Developed adaptive formats as a method of communication material.
- A recommended metric to measure success, with a formula to measure an MSM youth's product requirement over a set period.
Impact:
- The formula metric findings were quantified over a set period. This was compared against the natural average of HIV prevalence.
- The results were quantified by an international metric of CYPs (couple year protection).
- This ‘bridge’ segment found the BCC program helpful and felt they had a voice in a safe place.
