The British Government’s Department for International Trade has an ambitious target to reach £1 trillion in inbound trade and investment – yet the approach relied too heavily on individuals in key outposts rather than data and on broad-brush marketing efforts rather than targeted messaging.
We built a blended framework to solve the problem, using advanced data modeling with expert insights and B2B interviews.
Our work was synthesized into a strategic green paper entitled 'SWIM' (Spending Where It Matters). The work detailed where marketing efforts and messaging should be focused for maximum impact to increase the efficacy of marketing budgets in the countries and sectors where the propensity to trade and invest with the UK showed the most feasible opportunities to grow.
Our result built an infrastructure to help DIT focus its global marketing budget away from a blanket strategy towards focused markets and sectors, and messaging to key targets. It was so successful that it was presented in Whitehall.