Barbour ABI: Bringing a 40% MOM increase in uncertain times
Stopping customer churn with strategic insight
Barbour ABI, a leader in construction intelligence, faced significant customer churn at the point of renewal as customers tried to save money in an uncertain market. They needed more than a quick-fix campaign. An intensive two-hour Co-Create by SHARP workshop with internal staff helped map out renewal barriers and new campaign messaging. Internal stakeholder and customer interviews, discovery calls, platform demos, and analysis of exit calls followed to provide a deep strategic understanding of the brand and challenge at hand.
360 degree creative that turned business around
After consolidating the findings, we solidified a new proposition to position them as an essential partner, ‘We Are Your Multiplier Effect’. This was paired with a three-month communications plan with key messaging recommendations to help them capture and keep customers in their pipeline. Along with a series of tactical and sub-brand campaigns, audience sub-group Co-Create by SHARP workshops and campaigns, a brand film, and B2B content – all reinforcing Barbour ABI’s positioning as a brand that helps customers navigate unpredictable times.
40% MOM increase on target client acquisitions
Developed customer journeys
“We think of SHARP as a strategic extension to our own marketing team and that’s the way we work together. The findings from our initial co-create sessions form a solid launchpad – packed with the proof points that our target market really care about.”
Kate Perrin, Marketing Director
Bold creative. Impactful ideas.
Whatever we create, you can be confident that it’s built firstly on strategy developed by our specialists. The team then uses their experience and expertise to ensure the ideas activate the impact you need.