Bedazzled shine in the market place

Sales grow with the brand
As part of the overall strategy the brand was evolved to give it more presence and value. Marketing collateral, sales support and all communication was update

The background

Bedazzled is a market leader in the wholesale fashion jewellery arena. They hold the sole rights to sell and distribute in the UK the Iketa brand, designed in Paris. They have built a strong and vibrant business through agents, retail outlets, exhibitions and direct sales.

Bedazzled were quick to recognize a downturn in the marketplace. After years of boom, their current business model was reactive to their customers. Sales had dipped and customer retention was poor. With no real marketing strategy in place, Bedazzled made the decision to take a more proactive stance.

The challenge

• To stem the downturn in sales, with an aim to bring the turnover figure, back to the original numbers.
• Long-term: to help drive sales for Bedazzled into a 10 million pound company.

The solution

After an initial review of the current business model, activities, marketplace and competitors, TMC Creative put forward their recommendations and a marketing plan covering immediate, mid and long-term strategy.

As part of the overall strategy the brand was evolved to give it more presence and value. Marketing collateral, sales support and all communication was updated to follow the new guidelines. This created a consistent and confident message that clearly communicated the value of the brand to its customer base.

Initiatives were put in place including the creation of a retail styled exhibition space and new channels to market were developed, including an e-commerce website and internal based sales working with a new customer service team (www.bedazzledwholesale.co.uk).

Services undertaken

• Marketing consultation and strategy
• Out-sourced marketing director role
• Brand positioning and development
• Corporate communication and marketing collateral
• Direct mail
• Print management
• Exhibition design and fulfillment
• Website (ecommerce and content management) design and build                  
• E-shot and e-media campaigns
• Packaging and point of sale

Results

• 30% increase in new business generation (orders taken)                    
• 47% increase in order values from an exhibition stand
• 150k new sales through a new contract with Co-op 2009
• 104k direct sales through the new E-commerce channel
• 270 new concessions and increased high street presence.

Testimonial

TMC Creative has worked with Bedazzled for 3 years and has helped position us as one of the leading suppliers of fashion jewellery to independent outlets.

We were originally introduced to TMC Creative, through the exhibition industry, although we were getting a result from our presence at our shows, we felt there was more opportunity and a better way to spend our budget.

After discussing the potential and options open to us, it was quite clear that TMC Creative could offer much more than we envisaged. We took the decision to offer TMC Creative an out-sourced marketing retained contract; based upon the quality of their work and the lengths they would go to fully understand our business.

They quickly became an extension of our team, integrating into our business and providing fresh insight into problem areas. I can say that not only has our decision been 100% right, but without doubt is the best way to work with your agency.

We get maximum value from our budget by working with a multi-disciplined team that really understands our business and us. An in-house experienced marketing team without the overhead!

TMC Creative are very capable and ambitious, they have bought added value to Bedazzled and created a more joined-up sales and marketing approach, bringing real results, customer retention and expanding the business. As part of this TMC Creative continues to innovate and strive to deliver real results to our business.

TMC Creative operate with honesty and integrity, their professional attitude coupled with extensive experience make them a huge asset to our business. I look forward to working with Tim, Jan and the team for many years to come.

I would have no hesitation in recommending their services to other businesses and would be pleased to answer any questions you might have.

Ivan Bennett
Managing Director
Bedazzled.