Lunchtogo
Ther´s no such thing as a free lunch
Ther´s no such thing as a free lunch
Well there is actually there is when lunch is actually the core element of your business offer - and when delivering the values intrinsic to that offer are absolutely vital. In the autumn 03 we were invited again to relaunch Lunchtogo - after concieving the name and launching a first stage platform the brand need to fall into the new corporate guidelines. Here´s how we not only branded it but also looked at the bigger sales process picture to turn an under performing business into a brand success.
We tend to apply straightforward approach to branding. Three stages - definition,creation and implementation. As one would expect Marks & spencer was able to supply us the first stage. Its parent vision is to become "the most trusted retailer whereever it trades" - and that certainly applies to its lunchtime delivery service.Our job was to work within the parameter of the master brand´s guidelines in order to create an identity that would articulate this vision,and energise all of its touchpoints.
Creating Awareness- Lunchtogo had developed a database of about 20,000 names from our first stage campaigns - We sent out a cleanser mailer that asked those interested in the service to either e-mail back or post us a reply paid card. this ratinalised the database to 12,000 potential customers who where real prospects. it also meant that we captured their e-mail details for future mailings - thus potentially saving thousands of pounds in mailing costs. from this point we played to M& S´strengths of running events like fashion shows by issuing a relaunch mailer and invitation to our target audience - which principlly cansisted of PAs and secretaries. This invited tham to attend VIP launches supporting the offer as it rolled out around the country. we also tested out the menu designs and contents - now beautifully designed, quality pieces rather than the typed lists. This poved to be very sucessful. The menus were also launched on the website.
www.lunchtogo-e.com
We tend to apply straightforward approach to branding. Three stages - definition,creation and implementation. As one would expect Marks & spencer was able to supply us the first stage. Its parent vision is to become "the most trusted retailer whereever it trades" - and that certainly applies to its lunchtime delivery service.Our job was to work within the parameter of the master brand´s guidelines in order to create an identity that would articulate this vision,and energise all of its touchpoints.
Creating Awareness- Lunchtogo had developed a database of about 20,000 names from our first stage campaigns - We sent out a cleanser mailer that asked those interested in the service to either e-mail back or post us a reply paid card. this ratinalised the database to 12,000 potential customers who where real prospects. it also meant that we captured their e-mail details for future mailings - thus potentially saving thousands of pounds in mailing costs. from this point we played to M& S´strengths of running events like fashion shows by issuing a relaunch mailer and invitation to our target audience - which principlly cansisted of PAs and secretaries. This invited tham to attend VIP launches supporting the offer as it rolled out around the country. we also tested out the menu designs and contents - now beautifully designed, quality pieces rather than the typed lists. This poved to be very sucessful. The menus were also launched on the website.
www.lunchtogo-e.com
