We’ve seen a lot of businesses over the years. And we’ve spotted patterns; the same problems repeating themselves, regardless of sector, size or service. Many of them can be solved at a stroke, by creating a laser-focused strategy.
A word here to the dabblers: our strategies are multi-layered, with each element reliant on the other. So if you want to cherry-pick bits of it and ignore the rest, you’re heading for failure. You’re either in or you’re out. Half-measures are just a waste of everyone’s time and money.
The Wrapped model
Our CEO Kate Eady has been in business for 30 years. But she set up Wrapped from scratch six years ago, because she was frustrated by the way brand and digital agencies operated.
Instead of pretty pictures and vague rationales, whe wanted to create an agency where good-looking marketing solutions were a given – but built on the foundation of robust research, rigorous insights and behavioural analysis. And measured on no-nonsense commercial effectiveness.
The way we do this – the Wrapped model – has taken all of those six years to perfect. And one of the main building blocks in it is our approach to strategy.
Our experience has taught us that without strategy, it’s impossible to grow and scale a business in a meaningful way.
Strategy isn’t the simple solution
Although we insist on creating strategies with and for our clients, we’ll put our hands up right now and admit it isn’t easy.
Sometimes it’s downright painful.
But if you’re serious about change and serious about genuinely growing your business, making it better for you, your people and your customers; it’s a step you must take.
Getting to grips with your goals
Some clients know their goals. Most don’t. Some have an idea of where they’ll be a year from now and possibly have an ambition for five years into the future. But very few have a firm handle on the steps they’ll need to take to get there.
And we’re not talking start-ups or microbusinesses here. Over the years, we’ve realised that size doesn’t matter. Experience has put a stop to our naive inclination to be dazzled by headcount or turnover. Even the biggest businesses don’t always know where they’re going. And those who think they do, often turn out to have gaping chasms between the viewpoints of their various stakeholders.
We can’t market your business until we know exactly what you want out of it. Selling up or scaling up, changing direction or adding new services – when you break your goals down into manageable steps, your ultimate goals make a difference to what we’ll do for you today.
Setting the baseline
From there, strategy starts with statistics, insight and research. Whether we’re helping you launch a business, get your brand in front of the right people, turn digital marketing into sales, win more work, attract new customers, build loyalty … whatever it is, it starts with stats.
Clients are often surprised by how much work we put into our preparatory research. Keen to turn investment into sales, they’re itching to skip the geeky bits and get started. But whatever you’re selling or promoting, remember: how can you influence someone’s behaviour if you don’t understand it?
It’s understandable. We like to work fast too, and as commercial thinkers, we’re well aware that income feels better than investment.
But this step is vital. In fact, it’s the most vital step you’ll take for the next few years.
We’ll delve into social listening, behavioural insights, reports, focus groups, questionnaires and online surveys. Because this is how we’ll help you to unearth gaps in the market, fresh and under-exploited positioning, untapped audience segments and branding opportunities.
Pinpointing the truth of a business’s place in the market can be uncomfortable if there’s a mismatch between perception and reality. Clients often think they’re more luxe, more valued or more talked-about than they really are. But if you want to grow, you need to stare the truth in the face and get going on a practical strategy.
After years of working through similar processes with our clients, we’ve come to realise that most business leaders don’t know their market or audiences as well as they think they do. And even if they do, there’s always an overlooked opportunity staring them in the face. There’s no better feeling than when we shine a light on that opportunity.
Crunching the knowledge
With the research results in, we can start on analysis. By combining quantitative data from surveys and reports with qualitative data from thoughts, opinions and ideas, we conjure a picture of your business and your opportunities.
Human behaviours change constantly. For example, the recent Covid-19 pandemic wrought the most dramatic shift in attitudes for years, accelerating a general movement towards certain trends, such as flexible working, ethical business and more collaborative leadership styles. If your business is operating in the same parameters as it was pre-Covid, you’re almost certainly missing out on leads, sales or chances to connect with your audience. And ultimately, isn’t that the point?
Setting the strategy
Only when we’ve got that clear picture will we work with you to draw up a strategy and recommendations.
A strategy isn’t a plan (although we can do that too). It sets out your direction of travel. It sits above campaigns and plans. It’s the large-scale map that everyone can understand, without having to memorise every twist and turn along the way.
Why strategy is ultimately worth it
Drawing up a strategy calls for a fair whack of upfront work. But once it’s done, our clients’ lives become much easier.
We’ve got testimonials from experienced business leaders who’ve been through such an epiphany during the process that they can suddenly see the wood for the trees.
It gives everyone clarity on what’s coming next – and confidence that you’ve stood up and looked the future square in the eye.
And strategy gives you the power to say no to everyone wanting a piece of you. It stops them chucking in their two penn’orth and making you lay awake at night, gnawing on the uncertainty of your decisions. Everyone’s bought in, signed up and cracking on.
Case study: House of Piccadilly
Successful plumbing business owner Harry Pashby came to us with an idea. He saw the taps, radiators, baths and basin ranges that retailers were offering and he wanted to do better. Together, we spotted a way to offer high quality, luxuriously-designed products at an accessible price. Careful research revealed a target audience: young, discerning, design-conscious adults, who are looking for something genuinely different.
Harry knew plumbing inside out. And although he didn’t know marketing, he knew enough to realise that bringing a new business to the market needed both brand and strategy.
So he came to Wrapped. After studying the market closely, comparing the way his future competitors looked and sounded, delving into customer motivations, barriers and trends, we understood exactly where we needed to pitch the brand – and its strategic direction. We came up with a name and created a quirky, bohemian look and feel, based on style tribes.
We shared a bold ambition: to challenge the big players in the sector. And that called for almost instant brand equity. We needed a differentiator to add value for customers with money to spend and enough taste to know a good thing when they saw it. And we needed that brand to be able to grow with the business.
While Harry was busy sourcing products that outshone the usual ho-hum plumbing items on every level, we crafted a look and a voice that answered our data – and our hearts.
By putting together aligned brand and digital strategies, we mapped out the business’s direction through set-up, launch and initial marketing.
The result? Buy-in from more of 70 major UK showrooms, displayed alongside all the top brands and an impressive organic social following on Instagram and LinkedIn.