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PK Group is one of London’s premiere independent business and financial consultation companies.
Challenge:
PK Group needed to better communicate the breadth of services offered by its two main divisions, PK Partners and PK Financial. Their sales and marketing materials included reams of information on the company in its entirety, rather than a detailed presentation of individually relevant services. This tended to confuse potential clients who had a need for some but not all of the company’s offerings and did not have the patience to sort through data that did not pertain to them directly.
Solution:
By approaching sales efforts from the point of view of their past and present customers, we were able to develop a series of customer profiles that addressed the various journeys that individuals and companies undertook on the road to seeking out financial management. These profiles reflected the unique lifestyles and aspirations of potential customers to help the company address how they could tailor individual messages to these groups.
Armed with this data we were able to develop a creative direction document (CDD); which led to the repositioning of the sales collateral as a financial planning family album. It spoke to the individual passions of prospective clients and helped PK Group triple turnover within 18-months. |
