From Audit to Management
We were asked to conduct a Marketing Audit for Swoffers estate agents. This involved a review of all of their marketing and budgets, as well as looking at all of the activities they were doing and evaluating whether they worked or not.
After many interviews with staff, looking at their plans and outputs, we presented an in-depth review of what they were doing and how it compared to competitors, and provided a number of recommendations for how they could change and improve what they were doing.
Managing the account
Fewer clients, more attention
We were then asked to implement these changes and, in order to achieve this, to put a new team together to replace the advertising agency who had been working for them. We took a very different approach to the standard agency relationship. We produced a strategy and plan and brought together experts in design and digital marketing to work together. Every relationship was direct with the client so if any part wasn’t working it could easily be changed. It put the onus on us to deliver results and the client at the heart of every decision; we were simply suggesting the best ideas instead of those that gave us the best “mark up”, as can sometimes be the case using an agency. It was our Jerry Maguire moment – fewer clients, more attention.
The result was that we focused heavily on digital and reduced a significant spend on print advertising that wasn’t delivering any meaningful results. Sales have increased and costs have been reduced. Creating a clear plan has also resulted in a much more measured approach to their advertising and an understanding of what each element does and how it fits with the rest of the plan.
It’s been a real pleasure working on this as a project and we can genuinely say it has made a big difference to the success of the business.