How exploring your business channels can lead you to your desired market segments Case Study

Company Background

Activate Waterford LogoActivate is a locally owned, family run business. It promises customers a great day out that provides challenges and fun activities for all ages. The facilities have been designed with adults, teens and children in mind and are fully wheelchair accessible.  Visitors are offered an array of activities, including bowling, climbing, roller-skating, with access to a café and soft play section.

The Challenge

While Activate had a clear business model and had real growth ambitions, the company was facing challenges in the form of how they felt their message was being represented and communicated. A lack of marketing resources also prevented them from utilizing a lot of valuable channels and communicating their value propositions to the target market.

Activate Waterford needed to find a way to identify the relevant channels and develop a structured approach to communicating their value propositions through them, with the aim of targeting specific messages towards specific market segments.

The Solution

RIKON worked closely with the management at Activate, to establish the desired marketing message and service offering that the company wanted to communicate to their customers. As a result of the combined effort, several new channels were identified such as a specific strategic approach to promoting the venue to schools and colleges. The project also generated several practical ideas such as organisation of open days for teachers, dedicated offering for corporate clients, and the development of referral campaigns to promote customer loyalty.

Through extensive research and industry analysis, the most relevant channels to market were identified with RIKON providing the company with a comprehensive CRM design as well as a blueprint for a digital optimisation strategies. Particular attention was paid to the methods used to target and cater to each of the customer segments, which was a major challenge prior to the commencement of works. A strategic document, which outlined the approach to each of these segments, was presented to the management at Activate, providing a platform for the structured development of the future marketing campaigns.

Activate Waterford

Benefits for Activate Waterford

Over the course of the project RIKON assisted Activate Waterford on a variety of issues which ultimately resulted in several important changes. As a result, the company could better position their product suite in line with new target market segments. They also adjusted their business model to incorporate new customer interface strategies communicating new value propositions. Finally, improved internal working structures and organisation will allow more consistency in communications in the future.

Stephen Kelly from Activate Waterford …

‘Rikon were extremely helpful and very easy to work with during the whole project. Their insights and breakdown of our whole marketing strategy were well researched and focused. Would highly recommend dealing with them.’

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