Distillation of the new offer into a language that will resonate with the audience, based on the benefits that will touch their needs and motivations
Utilising knowledge of the market, directing the business with the best way to gain traction and win in the market
Repositioning the brand according to external market factors ensuring the brand represented the business vision, whilst appealing to the audience
MyLondonHome, an existing, successful estate agency with great traction in one of the most exciting and competitive property markets in the world, needed to reshape their marketing strategy and messaging.
MyLondonHome had restructured their business and created a new way to sell property. Operationally, they were ready to go, but they needed to create messaging that would do the new offer justice, and resonate with the audience.
Following a workshop session with key members of their team, we did a complete review of their target audiences, taking into consideration the decision-makers and the beneficiaries of the new offer, along with their needs, motivations and challenges.
We then considered the barriers to entry and conducted a competitive review by proposition, to establish how MyLondonHome can differentiate its offer, to be a compelling alternative in a disruptive, evolving marketplace.
Once we had redefined their brand positioning, brand promise, brand personality and tone of voice, we then articulated their business mission and vision, as well as value propositions for the primary and secondary audiences.
By mapping out the customer journey and the marketing opportunities within the value chain, we developed messaging for the awareness, interest and action stages for each of the customers, to start developing their marketing communications.
MyLondonHome is now launching their offer to the market, which is currently being well received, despite challenging market conditions.
Tidal provided us with a clearly defined strategy for our new service that has guided the market launch and continues to be used across the business. They helped us define our tone of voice and key messaging for different stages of the buyer journey, which we are now using to help shape our marketing communications going forward.
