Business-to-Business Marketing & Communications
Lucidity was established in 1999 as a boutique marcomms agency with the experience and technical knowledge to understand the technology we wrote about. With over 20 years in technology marcomms fulfilling various B2B marketing roles we have first-hand experience with all marketing communications approaches – their pros, cons and how an integrated campaign can deliver greater results.
We don’t believe one tactic is the answer for every business.
Nor, that each situation can’t be distilled to a simple truth.
We do believe a solid understanding of your business, from the good to the bad, is the start of a beneficial relationship for both of us. And that good stories or content is, was, and will always be, king of the marcomms world.
We also believe in honesty, integrity and that Australian straight-talking style that tells it how it is.
STRATEGIC MARCOMMS
Which stories to tell
Lucidity has worked with multinationals and startups, liaising with CEOs through to Marketing Communication Executives. Whether your need is to simply source a specific resource or to completely outsource your marcomms function, we always approach each engagement strategically.
CONTENT MARKETING
Story-telling with purpose
Good content is the crux of any marcomms strategy. Well told stories are the essence of good content. Gone are the days of blatant ‘shove-down-the-throat’, thinly veiled sales pitches as articles or white papers (it was all a mirage anyway, the majority just recognise it these days!)
MEDIA & PR
Stories designed to share
The practice of public relations has evolved greatly with the fragmentation of media and rise of social media channels. Today, traditional media is complemented by blogs, online-only publications, on-demand video and the corporate online presence. However, media (in all their forms) still enjoy a good story told well.
OUR WORK
Examples and snapshots of our work
Each client is unique, every situation is different.
With strengths from strategy to campaigns to ‘hands-on’ activity execution, our marcomms approach is results-driven to benefit your business.
MARCOMMS SERVICES
Our Services
We are experienced and skilled in developing integrated marketing campaigns incorporating the range of marketing communications elements to achieve your desired outcome.
Before suggesting any campaign or marketing plan, we spend time with your key stakeholders (eg, senior management, sales director, marketing team) to better understand the context of your current situation and how it might influence future campaigns.
Building on the ‘current’, we then develop integrated plans that benefit from the strength of:
– Public relations and the media;
– Lead generation tactics;
– Content planning and generation;
– Direct response marketing including eDM;
– Event driven marketing for seminars, exhibitions, conferences and meetings;
– Online marketing including website or blog content and design;
– Copywriting from speech-writing to collaterals, newsletters and white papers; and
– Crisis planning and development of ‘reserve’ plans.
Strategic MarComms
Lucidity has worked with multinationals and startups, liaising with CEOs through to Marketing Communication Executives. Whether your need is to simply source a specific resource or to completely outsource your marcomms function, we always approach each engagement strategically. We can develop a complete strategic plan with annual activity calendar or deliver specific items according to your strategic needs.
We’d be happy to talk through how we might assist your strategic objectives around:
- Lead generation & nurturing
- Thought-leadership
- Awareness building
- Brand loyalty
- Customer engagement & retention
Content Marketing
Good content is the crux of any marcomms strategy. Well told stories are the essence of good content. Gone are the days of blatant ‘shove-down-the-throat’, thinly veiled sales pitches as articles or white papers (it was all a mirage anyway, the majority just recognise it these days!)
Customers are empowered, data is easy to find and one Google search can reveal all.
To be a thought-leader, to engender brand loyalty, engage leads and attract prospects to your brand, you have to demonstrate your expertise and knowledge – without a hard-sell after-taste. Lucidity is expert at crafting brand stories in the form of articles, discussion papers, newsletters, e-DM campaigns, case studies, microsites, videos and blog entries. We can also develop your content marketing initiative from strategic planning to execution and distribution. We are familiar with many of the popular CRM and marketing automation systems so can also provide a turn-key service if required.
Media & PR
The practice of public relations has evolved greatly with the fragmentation of media and rise of social media channels. Today, traditional media is complemented by blogs, online-only publications, on-demand video and the corporate online presence. However, media (in all their forms) still enjoy a good story told well.
As specialists in the technology industry Lucidity can assist you to talk to media through media releases, articles, client case studies and other items of interest. We also use existing media relationships to develop stronger recognition of your brand and expertise with targeted media.
Event-driven Marketing
Content, no matter how fabulous, can’t completely replace the impact of an in-person meeting. Exhibitions, conferences, roadshows and seminars are still effective tools for lead development but they require dedicated resources to do well.
Lucidity advocates using any event as the spark for multiple marketing campaigns clustered around the event to cost-effectively improve dedicated resource allocation – especially people.