Tate & Lyle

Challenge

Tate & Lyle need to enhance the effectiveness of its localised media and content strategies across three key regions in the Asia Pacific (APAC) market. To do so, the company required comprehensive research to improve brand awareness and lead nurturing efforts. This required not only an evaluation of current marketing activities and lead management processes, but also a deep analysis of competitor strategies, messaging and positioning in the region.

Goals

• Increase brand awareness and recognition in the targeted APAC regions.
• Improve customer consideration and engagement throughout the buyer’s journey.
• Develop a comprehensive content and marketing strategy capable of driving both immediate and long-term business goals.

Approach

To support Tate & Lyle’s various requirements in a coordinated, comprehensive manner, we set about developing a strategy that would address the firm’s core needs in a three-pronged approach. The first phase would entail a workshop designed to understand the customer journey. The second phase would involve customer interviews and in-depth regional research. And the third phase would then see the development of an informed content development matrix.

Execution

• Phase 1: We identified the primary audiences and stakeholders in each APAC region, establishing a cohesive messaging framework while also making recommendations for channels and tactics best suited to reaching these audiences.
• Phase 2: In-depth interviews were conducted with customers across the three regions to validate insights gathered during the workshop. We also performing comprehensive social media research.
• Phase 3: Based on the insights from Phases 1 and 2, we developed a detailed 24-month content strategy, complete with an outline of monthly topics, proposed tactics for each region and a variety of other strategic recommendations.