Need better results from your marketing? Let Formula 1 show you how

By 19th March 2019 Marketing
Formula 1 Car - Fresh Perspective

Never underestimate the power of a fresh perspective.

That’s something that Professor Marc de Leval knows extremely well. In the mid 1990s, he was a physician at Great Ormond Street Hospital for Children (GOSH). At the time there was a high mortality rate for surgery on patients with congenital heart disease.

Professor de Leval realised that a major risk factor was the journey from the operating theatre to the intensive care unit. Mistakes in communication and equipment were much too common. The only problem was that he didn’t know how to improve the situation.

So he decided to get a fresh perspective. How?

He got in touch with Ferrari’s Formula One team. Doctors visited Italy and watched how the pit crew were able to refuel and change the tyres of a car in about seven seconds.

When they got home, they made a video of a patient handover from theatre to intensive care. They sent it to the Formula One team, who watched it and created a new handover protocol with better coordination and faster, more sophisticated procedures.

The result was a significant gain in patient safety. The system was literally life-saving.

In business, a new perspective can also help you reach your goals. This is particularly true of marketing and PR. Because you are so deeply involved in the day-to-day running and growth of your business, it can be hard to see your marketing efforts with fresh eyes.

This is where Garda helps many companies. We start with your aims, such as whether you want more sales or need to target a fresh market, and we devise marketing and PR strategies to achieve them.

One company that we’ve done this for is commercial cleaning and maintenance firm TWO Services. Back in 2011, the company decided it wanted a newsletter and invited Garda in to discuss it.

After learning more about TWO’s aim to attract more customers, we advised them to put the newsletter on hold and instead focus on an email campaign promoting their different services.

It worked well, and it ensured that TWO spent its budget in a more effective way – all thanks to our fresh perspective.

Over the last eight years, we’ve continued to give TWO Services original ideas and suggest new ways of marketing themselves. From redesigning and updating their website to handling their social media campaigns, from winning valuable column inches in trade magazines to creating flyers and brochures, we have made sure the company’s marketing remains engaging, relevant and – above all – effective.

TWO Services Managing Director Barry Osborn explains why he has continued to work with us for so long: “Garda stand out because they spend time really getting to understand our business. This means they are able to recommend the best approaches for our marketing and PR. We have regular review meetings which allow us to learn what’s working well and to tweak our campaigns as needed. What I really like is that they give us a fresh view that is always based on our objectives.”

In two years after changing its approach to marketing and PR, TWO Services grew its sales by 35%. And while that might not be life-saving like Great Ormond Street’s work with Ferrari, it certainly makes a huge difference to one company, its staff and its customers!