MARKETING SOCIETY AWARDS for EXCELLENCE 2012: SME marketing

FreestyleXtreme
FreestyleXtreme

WINNER FreestyleXtreme (Agency: Zone)

FreestyleXtreme (FX) is a growing clothing brand for motocross participants and fans of extreme sports. Although the company sells online, its website was in need of updating in terms of its back-end systems. This provided an opportunity for the business to review its marketing approach and how it could best engage with its loyal customer base.

The brand has a strong social media presence on Facebook, a particularly important channel. However, FX was wary of suddenly charging into this space with a commercial imperative. Instead, it sought to gradually build its credentials in the social arena.

By interacting directly with fans on Facebook, the founders of the business were able to establish what customers wanted. Their answers allowed FX to populate the Facebook site with videos of freestyle celebrities, promotions of freestyle events, competitions, and a Facebook shop app.

At the same time a new order processing and stock control system was introduced to ensure the company could deal with an increase in traffic. It also cut operating costs by 10%, freeing resources for growing areas of the business. This, combined with the Facebook marketing push, made 2011 a bumper year for FX. Facebook visits increased by 200% and overall web traffic by 70%. Sales revenue rocketed by almost 50%.

Judges praised the fantastic levels of staff engagement at FX. 'This is a company that has completely turned itself around,' they said.

HIGHLY COMMENDED

Burness (Agency: The Leith Agency)

In the face of a recession that was hitting mid-market law practices hard, Scottish firm Burness took the brave decision to rebrand.

Faced with low awareness and a perception that its brand was outdated, Burness upped its marketing spend for 2010-11 to raise awareness and better define its offer and its personnel, to create a brand that stood out.

Staff assisted, producing the idea that Burness helped 'cut through' clutter. All marketing communications conveyed a smart, stylish and successful firm and staff and clients have responded positively.

Bravery has paid off, with net profit up in 2010 and 2011. Burness has completely revitalised its brand, said judges. 'It's taken a pure marketing approach to a law firm and ditched its stuffy perception.'

ALSO SHORTLISTED FOR SME MARKETING

  • Radio Advertising Bureau
  • Scotty Brand

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers