Lauren Harley

📍 Placemaking - it goes beyond your brand, marketing, and beautiful architecture 🏨 Really interesting insight in this piece by CACI Ltd - we all know that car parking and toilets can be a magnet for poor reviews. However, in addition to putting people off visiting at all - your pokey, graffiti-covered car park, or run-down, stinky loos are, in fact, bleeding your average visitor spend! Often overlooked, your facilities are a critical touchpoint that an abundance of your visitors will interact with daily. Ensuring cleanliness and safety is the baseline, but it clearly pays to go above and beyond to make your facilities pleasant - something we can help with at Toolbox Marketing. My respect for Loo Of The Year and Car Park Of The Year awards has been boosted...... 🎉 🚽 🚗 🎉 #toolboxmarketing #placemaking #retaildestinations #caciinsight #retaildata #spenddata #retailrealestate #shoppingcentres #marketingagency

5

🦈 Women lift the weights @ Gymshark 🦈 Gymshark started out with bulking up the boys, but its the girls that have lifted up the brand. 3 out of 4 customers of gymshark are women, but the brand started out with male only fitness wear. How did they get here?🏋‍♀️ 💪 From drab to fab: The brand admits the first range of women’s clothing was unimpressive. But listening to customers made all the difference. Women wanted products that looked good, performed well, and felt great. ❗ Design and fabric innovations, with additions like pop-color waistbands and shade contouring, led to 'Seamless' - which now flexes 10 sub-collections from everyday wear to high-intensity workouts. 💪 Swipe-right copywrite: The brand talks to customers in their own language. I noticed a significant difference between women’s and men’s products on the website. ❗ Product specs use Instagram-popular acronyms (e.g., IYKYK, 'fit, comfy) and phrases (e.g., little black dress, coffee runs of iced caramel macchiato) -- also very relevant to us genz girls 😉 💪 Building a fierce female community: Gymshark’s biggest strength and IP is the community it has built and is a separate case study altogether. ❗ Some women-specific community-building activities that have flexed the female community muscle: ➡ Twitch channel takeovers by female creators ➡ Podcasts with female athletes sharing personal experiences ➡ Community gatherings and lifting events specifically for women ➡ Grants to women-owned businesses or “Changemakers” as part of Intl Women’s Day 💯 Finally, Gymshark specifies 'women' means - “Anyone who identifies as female, femme, agender, girl, lady or queen, cisgender, trans woman, transfeminine, etc.” Gymshark understood early in its journey that selling clothes to men won't make them rich, women are bigger shoppers and your local mall's brand portfolio would prove that 🦈 #Gymshark #Gymsharkwomen #community

20

Screwfix is a brand that recognise the power of direct mail. This most recent campaign is a 32 page A4 brochure to existing customers. Most people enjoy having a read through a brochure and this is a real trigger to drive people in store and online. Srewfix use regular, targeted campaigns with offers and promotions to optimise engagement. We know from JICMAIL insight, that in this sector a piece of DM will stay in the home on average 6.2 days and is interacted with multiple people. Screwfix continue to produce catalogues which people are likely to hang onto significantly longer. Speak to us to understand how direct mail can become an effective channel as part of your marketing strategy. #directmailworks #salesattribution

75

4 Comments

What is Mantis from Reach plc and Reach Solutions? Can it help your marketing? (I hear you ask 🤔) PM me to learn more.... #digitalmarketing #reachsolutions

1

Sometimes you are so busy, it’s only when you step back you can fully appreciate all the things that have kept you ‘entertained’… employer brands, career sites, TA campaigns  photoshoots, videos, animations, social… the list goes on, and on, and on, and on. Here’s a really small snapshot of the great work we produce at DNA (Digital Native Advertising)  #employerbranding #employeevalueproposition #proud

7

Our new edition is out now ✨ Read the latest on our training workshops now available to book, the launch of our new influencer service, and case studies of recent successful projects delivered for our clients. Download here: https://bit.ly/3W3iAuX #PR #Property #InfluencerMarketing

11

1 Comment

Extremely proud to announce SECRET SALES won Best Retail and eCommerce Campaign last night at the #performancemarketingawards with Jack Felstead. ALOT of work has gone into creating one of the best PPC accounts in the market these last few years with incredible work from our extremely agile, talented team (with some new innovation this year being lead by Matt Nuttall - another key reason for the success these past few years). Want to know how? Without giving too much away, in short we have managed to combat CPCs & arbitrage across PMAX, created systematic stock/product set management within the account and quick test/learn frameworks that unlocked us optimise to SKU level profit. A quick thanks to Shoptimised and ProfitMetrics.io on the roles they have played and the indirect impact on brand mix anchors via Steven Lammertink's business Cirqle. There's a lot of 'academic best practice' on LinkedIn at the moment and being able to cut through the S*** and create detailed plans that have an actual commercial impact (vs look nice on a slide) has been key to us. A huge moment not just for the business leading in how to approach digital marketing but one personally for me that I've always wanted to win. A huge thank you to the wider team here to making it a reality. Since I couldn't make it in person - I had AI image replicate what could of been (got a bit carried away on the image myself and this system really does not know what a chihuahua or sausage dog is so only dusti the cavapoo made the cut)! European search awards next!!

47

11 Comments

So many ways that video can enhance your Buyer Journey. All starts with The Attention Phase. The film we created for Silent Pool was designed to increase sales at Terminal 5, Heathrow. The film pushed their sales up by 65%. A fantastic ROI and shows how videos can make that all important impact. Please reach out of you have any questions about your upcoming projects. #buyerjourney #videocontent #marketing #contentcreation

1

"So Ian, what's the craziest thing Wand has been asked to get into a Club Lounge as part of a brand activation?" I want to say a 2023 Bentley Continental gt but that was just the hardest install. Totally unmissable though. No, it was actually something that never happened and you'll appreciate why in the next 5 seconds. It was a 49m sq. ski chalet designed to look like it was made from quilted jacket material and was presumably an alcohol fueled dream of some creative team on a lunacy bonus. In truth, I do love talking to creative folk especially those that have actually been into airport club lounges. They tend to have a sense of place and appreciate the gorgeous luxury appointments and intimate comfort that they offer. They also appreciate how to position a luxury brand to enhance the experience of the guests and make them feel like special people in a special place. Then there are those that believe that a giant bouncy house will fit perfectly ! Part of our job at Wand is to guide brands and their agents through these conversations to make perfect fits with our partners. These are the lounge operators and we think we do it pretty well for both. Work with us and hopefully you'll agree. This is the best way to start iankay@wand-technology.com P.S The image below has nothing to do with anything but is the world's largest bouncy house at 13,000 ft sq. and I know of no club lounge in the world that it would fit into, so please don't ask. #airportadvertising #clublounges #passengerexperience #OOH #brandactivations

4

Ever wondered how your logo ends up on the item you picked? 🤷‍♀️ Take a look behind the scenes of one of our suppliers to see the magic of how a boring old hand sanitiser becomes a branded masterpiece! ✨ Clever, eh? Want to see your brand on the production line next? Send me a message to start the process. #brandedsanitiser #brandedmerch #promotionalgifts

9

🔥 Wooooooo that 18 months went by super fast and it’s time for something new! - I’m officially on the market and looking for a new challenge 🔥 Please share widely to get the word out📢 – and help me find my new perfect fit! I joined Lifestyle with a clear mission: 💡 Set up the marketing function, including full strategy, processes, governance, vendors, martech , planning tools etc.  💡 Hire in an expert team 💡 Elevate marketing activity across B2B, B2C and D2C  💡 Bring in a steady stream of B2B leads and grow the D2C That’s a big ✅, with an industry award as proof of our efforts! 🏆 Now it's time for an ops lead to build on what I've successfully implemented. So, what’s next?  A permanent role? An FTC? Consulting? 🆘!  Here's what I need from you lovely people - To ensure I’m aware of all the amazing senior opportunities out there, please comment below, and then perhaps share with your networks far and wide to maximise my reach. Perhaps you, or someone you know needs a highly skilled and experienced: 💫 Marketing / brand / communications: Director / VP / Lead / Head of 💫 CMO 💫 Customer experience expert 💫 Strategy lead  💫 General board advisory Or perhaps you just need some guidance a couple of days a week, or a few days a month? – if so I’m feeling the fractional vibes!  I solve problems and challenges across marketing and the customer experience as a whole, from devising strategy, to driving growth and delivering exceptional value to you, your customers and your shareholders. Here’s just a few highlights, from my last 15 years: ✅ Blew lead generation targets out of the water ✅ Managed global budgets of over £10m ✅ Orchestrated successful demand generation strategies ✅ Created successful integrated marketing strategies that beat customer acquisition targets, grew online revenue by triple digits, and increased conversions and repeat purchasing ✅ Drove successful global digital growth & martech transformations ✅ Built profitable start-up divisions (people, processes and systems) ✅ Created and grew high-performing globally distributed and remote teams filled with exceptional experts ✅ Board and SLT experience across global businesses, agencies and charities ✅ Executive coaching and advisory ✅ Restructured global departments to align with business needs Jump into my DMs if you want to: - chat marketing, leadership, or need advice or help on those areas - share a cool opportunity you think is a great fit I’ll be keeping myself busy with Dogstar Foundation, helping them find a great new fundraising lead, whilst actively seeking new opportunities – BTW, if you have time, think about volunteering your skills to a charity, it’s incredibly rewarding! Thanks for reading and commenting! Michelle. 🔔Thanks for reading and oh and if you want to see multiple marketing and leadership thoughts from me each week, click my follow, and ring my bell🔔   #OpenToWork #AvailableNOW #Marketing #Leadership

51

22 Comments

Hello network. 👋🏻 It’s been a while, 9 months in fact. I wanted to jump on to inform you just how much I enjoyed a recent networking event in Deansgate last week. The Move: Manchester event, hosted by Movable Ink, is a valuable opportunity for marketing professionals navigating the vast retail landscape. It’s designed to refine skills, bolster networks, and inspire attendees. I met fellow CRM professionals, connecting face-to-face. It felt refreshing when we spend so much time behind a screen to share experiences, personally and professionally. Cheers to insights, cross-functional collaboration, and personalised experiences! Being curious about digital marketing, this event was just the ticket! 🌟📈 Let me know in the comments what other events I should be attending over the coming months. #MarketingInsights #Networking

40

1 Comment

At Look Fabulous Forever, everything we do is about challenging stereotypes and championing accurate representation of older women. So where we advertise is as important as our creative approach. I think it's important for all brands to think about that context. So I was absolutely delighted to be invited to speak at the Responsible Advertising Summit. I'll be joining a panel on how to build an inclusive brand, which is a topic I'm very passionate about. I hope you'll join me on 3rd & 4th December. You can find details of my session and the whole agenda here: https://lnkd.in/eC8zidU2? utm_source=LinkedIn&utm_medium=Speaker&utm_campaign=49905.001_Sp eaker_Marketing_Pack_Agenda_Link&utm_term=&utm_content=&disc=&extT reatId=7603886 And you can get 10% off your ticket with the code SPEAKER10 Hope to see you there! @IQPCR&D #ResponsibleAdvertising2024 #EthicalAdvertising #AI #SustainableAdvertising #CSRStrategies #BrandSafety #FutureOfAdvertising #RAD2024

23

3 Comments

🛒 Waitrose & Partners are committed to their newest OOH campaign! The supermarket giant recently caught the attention of Londoners and Wandsworth Council with their newest OOH campaign 👉 a wonky billboard. The billboard itself was titled on an angle and depicts an arrow pointing downwards ⬇ surrounded by food products. 📉 Whilst the billboard was supposed to signify Waitrose's commitment to lowering their prices, concerned locals and passers-by contacted Wandsworth Council, prompting them to take precautionary measures and fence off the billboard! In response, Waitrose jokingly tweeted (or X'd, whatever you call it): 🗣 "Hi Richmond and Wandsworth Councils - thanks for the swift action but while our prices are falling rapidly, our billboard certainly isn't! #noneedforbollards" 👉 This was then followed up by a tweet to Specsavers "one for you guys?" The reason this campaign works 🧠 is because of personality. It's something a lot of companies are lacking these days, especially corporate ones! Yes, it's eye-catching 👀, but it's the personality that seals the deal. 😍 We see it all the time with companies like Duolingo, Ryanair - Europe's Favourite Airline, and Aldi UK, proving that when a brand has a personality, they're more likely to gain traction. Waitrose's Commercial Director Charlotte Di Cello said: “We are focusing on even more weekly-shop staples as well as a large range of organic ingredients which our customers love." 🛒 What do you think of this OOH campaign? Share your thoughts below! And whilst you're here 📲 why not follow us for the latest marketing campaigns, marketing news, social media insights, and more! #waitrose #oohcampaign #billboard #marketingcampaign #food #supermarket #brandcampaign

3

1 Comment

Grateful for the dedication and drive of the McCann Bespoke, London team during our intensive strategy workshop and for the valued direction of GuyHipwell. With brand values aligned and targets set, we're poised for an exciting journey ahead. Here's to achieving great things together! 🚀 #TeamWork #Strategy #BrandBuilding"

26

Heritage brands aren't all about history .... .... we explore how heritage brands need to go a bit deeper to make a connection with today's clued-up customers See our Journal article here https://lnkd.in/eSvfd3iD

1

High Street store? Here's how Google Ads trasnformed a local fireplace showroom from £90k sales in June 2023 to £140k in June 2024 - and we're only a third of the way through the month! What was the key? Local domination! When I say local, I mean local to their area. We made sure their ads were everywhere their potential customers were and even where their competitors customers were! We ran ads on YouTube, Search, Display, Gmail, Facebook, Microsoft. All refined with keyword targeting. So, if you're a high street store or retail park and think you don't need to spread the word about your location, this may be true but just look what happens when you do. 🚀 ----------------------------------------------------------------------------- Hi, I'm Sandra. If you're serious about growing your business and are currently running or looking at running ppc campaigns, get in touch and we'll create a winning strategy for you! 💪 #retail #ads #ppc #googleads #facebookads #marketingtips #marketingstrategy #growth strategy #localbusiness

2

1 Comment