Spike Insight helps travel companies to grow faster by finding the customers who will spend, recommend and return more.
Co-founders Jon Walton and Roy Barker use data analysis and consumer research to identify your star clients and most promising prospects. The information they extract is pure gold, but they worried that their website was selling them short. Roy:
“We’ve been doing this stuff for years. We tend to lose the real benefit of it because we get too involved and use too many buzz words, and they don’t have currency, do they? They are just cliches which don’t bring home the benefit of what we do. We’re always wondering whether to push the data thing.”
Be clear on why your clients value you
My job was to create case studies that highlighted the benefits most valued by the Managing Directors Spike Insight works with. Taken together, my interviews with MDs Sarah Bradley and Kevin O’Regan took under an hour. They mentioned the ‘data thing’, but in a context that other busy leaders would appreciate:
- save money and time with smarter marketing, which only focuses on your best customers and prospects
- build better client relationships and more motivated teams, with faster customer feedback.
Jon:
“Miranda has got results out of them that they hadn’t shared with us. For example, Kevin O’Regan’s responses that their response rates have gone up and his detailed explanation about how PULSE has helped him to improve his product, is stuff we haven’t had back from him, because we had never set the time aside to do it. Having Miranda do it in a way that she knows how, has brought out clear insights, feedback and results for us.”
Bring your value to life, in your clients’ words
The interviews also gave Spike Insight the raw material to change the language on their home page. The emphasis shifts from the technology itself to the benefits that technology brings. This is the original:
This is the new version:
Roy: “I think Miranda’s approach talking to our clients just gives us a more human language… Both Jon and I worked in advertising and marketing agencies and the whole set-up in there is planners who go away and look at propositions and develop things for you. I don’t think I’ve seen work from ad agencies that is as insightful as what Miranda is doing – genuinely. The quality of the language, the whole thing, it’s great.”
Jon: “And I think what it will do is, it will just engage prospective clients visiting the website, which is our key communication promotional tool, to engage with the words, the copy, the benefits and the results, and be more likely to buy from us.”
Listen to Jon and Roy on the value getting their clients’ perspective:
What 60 minutes of conversation gives you:
As well as three case studies, my conversations with Spike Insight and Journey Latin America also led to an article on LinkedIn, ‘Why it’s time for tough-love marketing‘ and an edition of my Pick My Brain email series, ‘Have you got your clients’ phrase book?’
If you want client stories that do justice to the difference you make, and draw in more of your perfect customers, email me now. We’ll have a chat about how I can make it happen.
