Sector: IT – POS-based leisure management software

Brief: A six month product launch campaign for ClarityLive – Clarity’s next generation ‘customer experience’ software.

• Build awareness and anticipation of new product capabilities
• Create confidence across key customer accounts
• Drive attendance at trade show stand
• Generate customer upgrade sales pipeline
• Position brand as industry leader

The Four Peas has provided strategic and tactical marketing support to Clarity since 2003, collaborating closely on projects spanning its four core software divisions: Leisure, Hospitality, Entertainment and Retail.

Solution: The six month integrated marketing communications campaign encompassed sales collateral, digital and print advertising, attendance at a major trade show, email and direct marketing activity, and online advertorial style PR. The tightly phased programme was timed to focus on the company’s stand at the annual Leisure Industry Week trade show. The campaign culminated with a pre- and post-event direct mail campaign.

Results: Compelling and consistent messaging and graphic design ensured a powerful and relevant series of communications. Attendance at Clarity’s trade show stand was excellent – and delivered significant sales leads. The campaign also positioned Clarity as a thought leader in the leisure sector and related market verticals, with innovative software solutions to match.

[supertagline]“The agency has created a powerful, integrated series of brand communications that give us a strong sales platform. From the press and digital advertising through to our trade show stand and post-show direct marketing programme, The Four Peas has delivered on brief, on time and on budget. Job done.”

Kevin Anson, Divisional Director – Leisure, Clarity Commerce Solutions PLC

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