Creative communications to build rapport
Fluxx is an innovation company, creating new products and services to drive growth for some of the UK’s largest companies, such as John Lewis, Lloyds Bank and More Than insurance. Fluxx offer a unique blend of creativity and practical intelligence to help brands to develop original ideas and deliver digital products and services that are both innovative and highly lucrative.
Marketing performance improvement
Fluxx was exhibiting real potential and already held an impressive client list, but, operating in an increasingly competitive industry, was keen to build on its market share. Its team was eager to establish a systematic marketing approach that would help them to be consistent in their promotional activities and support business growth.
Fluxx’s priority was to educate its target markets on the value of innovation and the role that Fluxx plays as a catalyst and strategic creative partner. Focused on communicating its point of view through thought leadership, case studies and analysis. For this it needed to establish regular and effective contact to build lasting relationships with clients, prospects and key influencers in this space.
Bright helped Fluxx get a targeted and effective marketing program up and running, fast. We kicked off the programme with a perception audit to identify and shape the messaging that resonates among customers, prospects and employees. Working alongside Fluxx’s internal team we used this to shape and support regular content production to augment the existing marketing efforts.
The road to success
The UX and fresh content was developed for the Fluxx website and promoted across multiple social channels. Bright also established a monthly e-newsletter ‘What the Fluxx’ that publicised the latest content and nurtured an increasingly engaged network. Fluxx events were (and still are) legendary, bringing together industry business leaders through unique themes and positioning to create lively debate.
Alongside this we worked to clean up the Fluxx target database by extracting data from the company’s existing system. Analysing the information to create a list of target accounts and contact information, which was cleansed, segmented, and shared with the Fluxx team. It was clear a CRM was necessary for proper management of their data, Bright supported finding the right CRM and establish best practice usage of martech tools and reporting.
Establishing connections within the target market
The communications and data strategy enabled Fluxx to establish connections within their target markets and delivered measurable benefits:
Enhanced brand awareness through consistent creation and promotion of high-quality content.
Improved brand engagement demonstrated by people spending longer on the website, better engagement across social channels and email and an upsurge in recruitment enquiries.
Embedded reporting and improved martech usage, including a new CRM support marketing activity, sales pipeline reporting and ensure rapid follow up with hot prospects.
