Harvey Wayne Communications Enhance Focus on Brand Positioning

    LONDON, ENGLAND, February 20, 2013 /24-7PressRelease/ -- Harvey Wayne Communications provide outsourced marketing and customer acquisition for national clients in three major UK cities - London, Manchester and Leeds. The firm reported a 35% increase in sales for the 3rd quarter of 2012. Managing director Andy Jones believes that by focusing on positioning, Harvey Wayne Communications have added value to their clients' brands.

Branding is increasingly important in today's marketplace. With so much choice available, brands need to select a niche to target to. 'Brand positioning' relates to how a product is placed on the market. A strongly positioned brand is one that has a credible and valued place in the mind of a customer by defining a clear benefit, occasion and advantage over existing brands. An example of this would be Clover in a 2009 marketing campaign which positioned itself as 'in the middle' between butter and margarine, therefore separating itself from its competitors and making it number one in its category.

Harvey Wayne Communications ensure that their direct marketing campaigns are strategically positioned to maximize brand value. The outsourced company works with clients from different sectors including home insulation, cosmetics and media subscription services. Various strategies are used, including business-to-business, business-to-consumer or events marketing, depending on the service or product on offer. "We are always looking at ways to further evolve our campaigns, and understanding who our customers are, their needs and wants and where they are most likely to purchase, has allowed us to better position the brands we work with," says Harvey Wayne Communications MD Andy Jones. "We have had huge success with the direct marketing campaigns we run for our client base and now that we know which products sell best at an event versus which gets a better ROI through in-home presentations, we are able to produce results for our clients more efficiently."

For example, when Harvey Wayne Communications are representing a home insulation service it is more logical to present these at the customers' residences. Cosmetics are more of a luxury consumer item so Harvey Wayne Communications position these brands in shopping centres or retail outlets. "Direct marketing allows far greater scope for brand positioning than traditional advertising because the presentation is tailored to each customer. If a representative is presenting a cosmetic product to a woman, they would position it as an item to 'treat yourself' with; if the potential customer is a man they would be most likely highlight its qualities as a gift item for a spouse or relative - with a few exceptions of course!" says Andy Jones, managing director of Harvey Wayne Communications.

Harvey Wayne Communications await the release in April of their end of year results for 2012. The company expect the findings to show that their use of brand positioning has led to a higher return on investment.

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