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Marketing Case Studies
The proof is in the pudding - right? We have helped many companies in Hong Kong get on the right track in the next stage in their evolution. We’ve listed a small selection of marketing case studies below to illustrate what we did, for who, and how. If you’d like to know more about how we can help you to grow your business, please give us a call on +852-2543-5575 or email us at enquiries@sbconsulting.com.hk
REDEV Properties – Corporate Rebrand/Business Marketing Strategy
Challenge:
REDEV properties are a Canadian company offering individuals the opportunity to invest in shopping malls in Canada. The company is well established having been around for over 18 years. The product is quite complicated and their existing presentation materials, brochure, sales presentation & website did not clearly explain the concept or present them in the serious, corporate manner required of a company in the international real estate sector. We were briefed with the task of updating client’s company branding without losing their existing brand identity, creating a more compelling sales story and presenting a cohesive brand image that would enable them to look as big as their much larger competitor who has a lot more marketing resource available to them.
Action:
SB Consulting carried out a full review of all of the existing marketing collaterals. We started by creating a consistent style guide to be used for everything from email signatures to corporate brochures. After gaining a full understanding of the client’s business model, we then re-wrote their sales presentation to bring forward the key points and simplify the concept. We produced a marketing strategy and marketing plan including product marketing strategies, online marketing strategy New corporate marketing materials were produced including a new brochure, stationery & business cards, an email marketing newsletter and an updated website design.
Results:
To date, the client has credited SB Consulting with over HKD2m in additional revenue as a result of the marketing strategy we produced. We are currently executing phase 3 of the project which includes internet marketing and profile raising activities to increase REDEV Properties brand awareness in Hong Kong
“Our agents and sales people now have a much more compelling sales story to tell their clients. As our product, direct investment in Canadian shopping malls, is quite a complicated one, this makes their job much easier. The results? To date we have generated an additional USD262,000 (HKD2m) in sales and growing, even during this financial crisis. Thank you Steve."
Brett Cameron
Sales Director, REDEV Properties
Evans & Peck – Marketing Consultancy Project
Challenge:
Evans & Peck is an Australian Organisational Development company with 9 offices in the Asia Pacific region. In their 25 year history, they had never been very active in marketing their Leadership and Organisational Development products and had no time or resource to learn how. With a global economic downturn on the horizon, it was time to raise their profile – and quick.
Action:
With limited time available, we quickly carried out an internal marketing audit to assess what marketing activities needed to be done. We then set about addressing the many outstanding issues. These included formulating a marketing strategy & marketing plan, upgrading the existing website, producing new content for the existing corporate materials and new website for the new products and project managing the whole process.
Results:
The clients new project ‘The Agile Business Leader Development’ (ABLD) program, was launched, an updated mini website was produced and within a very short timeframe, the client was placed well on the road to achieving their marketing goals for the project.
“Prior to hiring SB Consulting, Evans & Peck had never really been very active in marketing our Leadership and Organisational Development products and we had no time or resource to learn how. SB Consulting quickly helped us to identify exactly what needed doing and how to do it. They were also invaluable in ensuring that the whole process was project-managed effectively and the many tasks involved, kept on track. Without their help, I think we would still be fluffing around with marketing ideas. Great work and many thanks!”
Barry Brewster
Principal Consultant Evans & Peck
ARTHK08 – Event Promotion Project
Challenge:
With the largest International Art Fair Hong Kong has seen in over a decade just 6 weeks away, the organisers needed to get some marketing advice and get the word out to the 'right' sort of people about the event - and fast.
Action:
SB Consulting worked closely with the client to rapidly create a database of target market companies including investment banks, private members clubs, local art dealers and large corporates. Using our extensive Hong Kong contacts network, we were able to quickly reach the correct decision-makers within each organisation to help support the clients advertising and marketing campaign.
SB Consulting offered the client ongoing marketing advice and recommendations about how to maximise the effectiveness of the promotional campaign in what was, a new market for them. They also sourced & produced additional promotional materials including T-shirts & display stands.
Results:
The inaugural event was a great success with over 19,000 people visiting the fair over the 5-day period.
“SB Consultings' 'local knowledge' contributed greatly to us achieving our marketing goals for the fair. They were always willing to go the extra mile for us and I would have no hesitation in recommending them to any company who needs to raise awareness of their product or event."
Natasha Cubbit
Marketing Director - Asian Art Fairs Ltd (ARTHK08)
Craft Projects International (CPi)– Corporate Rebrand & Business Strategy
Challenge:
Craft Projects International (www.cpint.hk ) is one of Hong Kong’s leading roofing specialists. In the past 12 years, they have worked on many major building projects including The Sands & Venetian Casinos in Macau plus over 17 projects at the Hong Kong International Airport including the Asia World Expo.
After 12 years in business and no marketing activities whatsoever, there existed a market perception that the company consisted of just 2 western Directors. CPi actually employs over 200 staff. In addition, it was time to update the company’s corporate marketing image and get everyone inside the company thinking strategically about how to take the company to the next level in its development and to streamline internal processes to maximise the company’s efficiency & profit.
Action:
SB Consulting produced a marketing strategy, marketing plan and supervised and project managed a complete new website build www.cpint.hk . This was to form the base for the marketing and work as a platform for almost all of marketing activities. A bi-monthly newsletter was launched to raise awareness of the company and their areas of expertise as well as to highlight recent projects. A complete corporate rebrand including updated logo, stationery including new business cards was executed to refresh the company’s corporate image and bring it up to date to better reflect the highly sophisticated and technical expertise the company offers its clients. Internal brainstorming meetings were held to identify key action areas for improving internal efficiencies. In addition, an awareness campaign including a feature in one of the leading construction titles was executed.
Results:
The CPi website achieved a page one ranking on GOOGLE within 2 just weeks of launch. It normally takes up to 3 months to achieve this.
The awareness campaign was very well received by the market and the email newsletter helped to refresh dormant clients and put CPi firmly back in the front of their minds. Strategic use of budget created the perception in the market of a much larger than actual marketing spend.
New presentation materials co-developed by us have set a new standard within the construction industry for high-impact, attention-grabbing tender documents.
Major internal efficiencies implemented resulting in improved cashflow, more streamlined processes which so far have contributed to over HK$2m in additional revenue.
Planning is currently in progress to roll out several new products in 2008 with more products in the pipeline to create new revenue streams for the company.
“SB Consulting helped to guide us through the whole corporate rebrand process from new namecards to a very technical website. In addition they produced clear a marketing plan with clear marketing objectives & strategy, as well as keeping on top of the many tasks involved in a project of this nature.
They eased us smoothly through what could have been a very complicated process. I would happily recommend them”
Grant Craft
Director – Craft Projects International Ltd
SOLAS Bar & Lounge – Music Consultancy Project
Challenge:
SOLAS (www.solas.com.hk) was a newly established, Irish-owned, Hong Kong based lounge bar. Being new to HK & unfamiliar with the Hong Kong market, the management team needed help during their launch phase to establish the bar as a high-quality, sophisticated venue in a highly competitive marketplace with many other new bars with the same target customer, in the same area, opening during the same period.
SB Consulting were retained by SOLAS to assist during the launch phase to help with music direction and to assist us in identifying the ‘X-factor’ that makes the difference between a new bars success and failure and to establish the bars identity during the first crucial opening months.
Action:
SBC established a clear sophisticated yet unpretentious music policy that matched the target customers’ profile. In addition, we supplied and booked international standard DJ’s & live musicians, making use of the SBC database to target potential customers. SBC produced a limited edition in-house CD as marketing premium, which proved phenomenally popular with customers and still popular over one year after launch. we used our extensive contact network to source several corporate events and private functions.
Results:
We helped SOLAS to successfully negotiate what can be a minefield for the uninitiated. In the first 6 months, we were responsible for generating over HK$200,000 in additional revenue and for helping SOLAS establish themselves as one the top premier late-night destinations in the area.
“We have been very impressed with the high professional standards that SB Consulting have consistently worked to. They frequently went much further than the extra mile, providing much more than was asked of them. I would have no hesitation in recommending SBC to any company requiring music consultancy services”
Cathal Kiely
Owner – SOLAS Bar & Lounge
FZ Magazine Hong Kong Launch
Challenge:
FZ Magazine is the leading trade magazine for the watch & jewelery trade in
Germany. They needed to launch an Asian edition of the magazine in Hong
Kong in record time to coincide with the largest watch & jewelery fair in Asia– The International Watch & Jewelery Fair in Hong Kong. After significant
Delays at client end, we had just 10 days to organise the printing of the magazine, production & co-ordination of the booth for the show, plus all other marketing activities in order to meet the trade show deadline.
Action:
We Sourced a printer for the magazine, co-ordinated all print files from Germany to the Hong Kong printer. We sourced a design house and briefed them on booth design. We oversaw and project managed the production of the booth. We provided quality Control for the printing of the magazine, including proofing of final product ahead of the show. We produced all of the marketing materials including subscription forms, brochures and booked a team of models to man the stall.
Results:
Project was a huge success with the stand widely rated as ‘best of show’ of all media booths at the fair. Over 1,500 new subscribers were signed up to the magazine and the title was very well received by the market. The magazine also won the Silver award in the 2006 Asian Print Awards.
“SB Consulting are miracle workers! They took us from zero to hero in just 10 days! They organised everything -corporate marketing, graphic designer, printing, marketing advice, lead generation & promotion. They even won us ‘best of show’ for our stand at the International Watch & Jewelery Show and a silver award in the Asian Print awards – pure genius!”
Ms Shoener
Publisher & Owner – FZ Magazine
Instant Access Properties Hong Kong Launch
Challenge:
Instant Access Properties is the UK’s leading provider of off-plan property. New to Hong Kong they need to launch in Hong Kong to a highly financially literate & cynical market where the product was completely unknown. The task was educate the market about the benefits of the product and produce lead-generating advertising that supported the sales teams’ efforts
Action:
SBC oversaw & executed all marketing activities, producing a marketing strategy & marketing plan to effectively launch the product in Hong Kong. We controlled a HKD2m media budget working closely with the UK HQ, and local Direct Marketing, PR, internet, media and creative agencies to create a measurable, winning launch strategy and launch campaign making use of national press, terrestrial TV, online advertising and DM.
Results:
The Instant Access Properties brand was successfully launched into the Hong Kong market. We created rapid product awareness via a national TV, Print & Outdoor advertising campaign, ongoing lead generation via Direct Marketing & Digital Marketing and online media buying activities. 2 months after launch Instant Access Properties had signed up over 30 paid members (HKD15,000 per member) and over 100 people had attended their introductory workshop. Given the ‘big-ticket’ nature of the product, i.e. property, this is an excellent result.
“SB Consulting were retained principally to launch Instant Access Properties in Hong Kong.
As Marketing Director for the group, based in London, I worked closely with SB Consulting to ensure an effective launch. During this time they proved an invaluable resource, demonstrating commitment and a sound knowledge of the Hong Kong media landscape.
SB Consulting are able to work with minimal supervision across a wide range of projects”
John Pickles
Sales & Marketing Director, Instant Access Properties
Web Guru – Lead Generation Project
Challenge:
Web Guru Asia wanted to roll out a new lead generation service based around the
Then relatively unknown concept of online contextual advertising
Action:
SBC rapidly acquired required the online advertising and internet marketing
knowledge to effectively position and market the product. Appointments were
arranged with senior-level decision makers at direct client companies. SBC
demonstrated the concept by translating what can be confusing internet jargon into
marketing terms that the client would be familiar with.
Results:
Several briefs were obtained from clients including Samsung, Langham Hotels, PURE
Fitness and NOKIA, all of which converted to new business
“We needed to work with a company that has senior-level contacts in large client companies, but were not in a position to hire a full-time team with this amount of experience. SB Consulting offered us the chance to gain access to years of experience at an affordable cost”
Alexander Moore
Chief Guru, Web Guru
Poster Publicity Asia Pacific – Marketing & Account Servicing project
Challenge:
Poster Publicity (now called Kinetic) are global experts in planning and buying
outdoor advertising. With global billings of US$480m and 16 offices worldwide, they
are well established, having been in the business for 35 years. Though the Hong
Kong office had been established for over 3 years, they required assistance to raise
their profile in the market and increase revenue. In addition, there was the popular
market misconception that Poster Publicity was a media owner which damaged their
integrity and made it hard for them to appear credible & unbiased to clients. This
needed to be addressed urgently.
Action:
We carried out an internal marketing audit and identified the core issues that were
Holding the company back via close liaison with the regional HQ in Singapore and
By gathering local market intelligence. We then formulated a business marketing
strategy and set about raising the industry profile of the Hong Kong office. We
generated new business via production of an updated credentials presentation, sales
presentations to decision-makers in direct client companies and advertising agencies,
marketing activities & attendance at industry seminars & functions.
Results:
Despite the major impact that SARS, Bird Flu, 9/11, US/Iraq war & The Asian
financial crisis had on the Hong Kong market, the profile of the Hong Kong office was
significantly raised and several briefs for new business from Hong Kong 4A’s
advertising agencies & direct clients were sourced.
If you’d like to learn more about how we can help you to produce outstanding results
for your company, please either give us a call on +852-2982-4443 or
email us at enquiries@sbconsulting.com.hk
“SB Consulting worked hard on a set of difficult tasks during one of the worst times the advertising industry has endured in recent history. (SARS, 9/11 & the Asian financial crisis) We were consistently impressed with the quality of the work they produced for us.
I would certainly recommend SB Consulting for any Business Development, Sales, Marketing and Communication brief. SBC repeatedly demonstrated that they can adapt to new challenges quickly and effectively and they are creative in sharing views and ideas”
Ron Graham
COO Asia Pacific – KINETIC Worldwide
If you’d like to learn more about how we can help you to produce outstanding results
for your company, please either give us a call on +852-2543-5575 or email us at enquiries@sbconsulting.com.hk
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