A quick look at some of the positioning and design work we have been carrying out for long-term client Rettie and Co.

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Highland Experience Tours (HET) is an award-winning, five-star tour company that provides luxury mini-bus excursions for visitors to Scotland. We developed a new position to set the company up for an ambitious new growth phase and help deliver a 40% increase in turnover within the first year.

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Take a relatively unknown man. Younger than all of his opponents. Black. With a Muslim name. Consider his first opponent: the best-known woman in America, connected to one of the most successful politicians in history. Then consider his second opponent: a well-known war hero with a long, distinguished record as a U.S. senator.

It didn’t matter. Barack Obama had a better marketing strategy than either of them. His position and promise “Change.”

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Hawke and Hunter is a unique establishment and in keeping with this persona, they wanted to provide their customers with a unique Christmas.
Together, we devised Off Piste. A Christmas experience with a difference.
Pay the website a visit at www.off-piste09.com to find out more.

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We were asked by the RNLI to create a campaign to promote a ‘duvet day raffle’ campaign to be rolled out in workplaces across Scotland. The campaign had to promote the important work the RNLI does whilst selling the benefits of taking part (a free day off work). Nice work for a good cause – this is what we came up with:

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In my search for a partner company in the textile industry, I have had a number of mixed responses when asking the question ‘How’s business?’, ranging from ‘times are tough so we’re not marketing’, through to ‘we are focussed on our key markets and continuing to grow’ and views on prospects for the future are just as varied. There have, however been a few recurring comments – one of which has been opportunities open to exporters as a result of the weak pound (see my last blog about opportunities for textile retailers).

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H&A are celebrating a great result for one of their newest clients. Highland Experience Tours have launched their new brand (researched, conceived, design and delivered by H&A) and the effects have been immediate. Within 2 weeks of the launch, HET have reported their busiest weekend ever – with early reports putting their Easter weekend figures up 50% on last year.

An additional (but telling bonus) is that HET are already close to realising a full return on their spend with H&A – within the first month(!). Maybe we should be charging more? Or maybe its about providing a high quality service focussed on our clients ROI to keep our clients coming back for more.

Part of our service offering to HET is keeping a close eye on their trading figures and feeding it into future marketing activities – we will keep you up to date with HET’s future successes.

For more information on HET and the services we provided visit our our case studies page.

A short story to get you thinking…

In the 1974 – 5 US recession, Ford cut adspend by 14%. Chevrolet, however, dropped its traditional method of setting the budget as a percentage of last year’s sales and increased its adspend, particularly for its fuel-saving economy models.

Chevrolet’s market share rose by 2% points, while Ford lost share and took years to regain its previous position. However, Ford had learned. In the next downturn, Ford increased adspend every year. Ford’s advertising manager commented, ‘There are two ways you can go. You can pull in your horns or you can keep on spending.

The tendency was to pull back during hard times, but now the attitude is that market share is all important’.