Marketing Strategy

Turning years of hands-on delivery and strategic experience into pragmatic plans designed to fit your business.

Andi Jarvis

Andi Jarvis

Strategy Director, Eximo Marketing

Robin's approach to problem solving is fantastic.

He always seems to find a way to approach an issue that is;
a) different to everyone else
b) better than anything else and
c) seems blindingly obvious in hindsight (but wasn't when he suggested it).

One of the smartest people around, but as he's far too modest to tell you that, I'll do it for him.

I work with leadership to understand the company goals, and metrics (ideally revenue/profit but it’s about what the company needs).

Then I pull together all of the skills and knowledge I’ve gained over the years to help teams separate what is strategy from what’s just tactics that have worked well.

We finish with a plan that’s clear enough to give direction, with concrete first steps, while accepting we’ll need to adapt as we work and learn.

2.5x revenue for local charity

By focusing on owned channels, and unique impact stories I helped a local charity increase revenue across digital marketing channels;

  • 2.5X email revenue
  • 1.7X PPC revenue
  • 2.5X revenue per customer.

Increased awareness also helped kick-start one of the biggest projects for the past decade.

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Challenges:

  • Most people online aren’t searching for their service to support them (and if they are, probably have another, similar, local charity in mind).
  • Because of the number of small events the charity ran each year – any audience could quickly become overwhelmed with marketing requests and engagement across the board was low.

Strengths:

  • Through the charity’s good work, the company passively generated a lot of positive content and heartwarming stories.

Approach:

I worked with charity staff and fundraising teams to;

  • Switch focus to owned channels (Email, Facebook, Twitter)
  • Increase time spent gathering impact stories
  • Sacrifice focus on appearing in search
  • Sacrifice website “shareability” tactics
  • Sacrifice support for many fundraising initiatives, to build up audience engagement and make actual CTAs more powerful

Impact:

  • Revenue
    • 2.5X email revenue
    • 1.7X PPC revenue
    • 2.5X revenue per customer.
  • Audience and awareness
    • Tripled social media audience with engagement 2.4x of nearest peer
    • Based on local awareness – charity approached by building contractor to be included in a new development which would mean a huge improvement in facilities.

$400K saved for a mobile phone top up company

Over $400K and 3 years saved by avoiding channels that didn’t fit the business model.

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An international phone top-up company wanted to scale up their marketing activity. They asked me to help them plan their strategy for success.

Challenges:

  • Incredibly thin margins on purchases
  • Very low brand awareness
  • Little-to-no experience in organic search or social marketing in-house.

Approach:

  • I analysed the business and found that;
    • Reviews and support requests showed that, even at the point of purchase, customers weren’t paying much attention to the brand they were buying from
    • Outside of building up their own brand, the most valuable areas to compete in were highly contested.
  • Using the competitor landscape and the client’s internal data, I showed that, best case organic investment was likely to cost over $400K, and would be loss-making for at least 3 years.
  • I convinced key stakeholders that organic investment wasn’t a good fit and recommended that the investment be redirected to
    • Paid media for short-term acquisition
    • Skills and technology to better retain customers
    • Geographic and (in-particular) service-based expansion.

Impact

  • Client saved over £300K over the course of the next three years, and used those funds to work on projects with a much larger positive benefit.

Increased brand awareness for international SAAS unicorn

Most important expansion territories selected, brand awareness increased 3 percentage points in target areas.

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A unicorn SAAS company wanted to expand their reach in APAC, starting from a base in Singapore. They had resources and smart people, but a huge number of territories and languages to cover.

Challenges:

  • Powerful and well-funded brands already operating in many of the target territories
  • Language and cultural differences meant that there were up-front costs to any marketing expansion
  • Very different population densities and wealth made it hard to understand the value of different regions.

Strengths:

  • Strong existing brand in EU, US, and parts of Asia
  • Smart, capable team
  • Healthy resources.

Approach:

I worked with local teams to;

  • Understand the experts we had in each region
  • Combine LTV for customers in each region, with survey and search data that allowed us to estimate audience value in different regions
  • Used regional branded search data to compare the client with competitors and spot the regions of biggest gaps
  • Identified the strongest and fastest growing competitors in each region, and the strategies they were employing for growth
  • Worked with APAC head office to plan the most appropriate activity for the territory (i.e. events/ advertising/ blog posts) depending on value and customer density
  • Incorporated defensive messaging targeting the strongest competitors in each territory.

Impact:

Brand awareness

  • Across the three key territories selected – brand awareness increased by 3 percentage points

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