Sometimes, you’re the victim of your own success. Lectra may have been synonymous with the fashion industry. But it was for its machines that cut fabric. Not its end-to-end solution that makes light work of customised products – from order to cutting.
It was time to change this perception. And show exactly what ‘Fashion on Demand by Lectra’ could do for manufacturers.
Lectra wanted an expert partner to help unpick and define its value. And then to express this value with clarity and finesse.
Lectra was keen to work closely with its agency to ensure there was a deep understanding of what it can offer. And we were happy to oblige. We used a four-part process to take their message to the market.
First, we spent some time together. Three days to be precise – in Lectra’s customer centre in Bordeaux. From this, we could really get under the skin of the business and its products.
2. Framework development
Once we were clued up, we ran workshops with the right people to uncover the benefits, features, challenges and solutions that would speak to customers.
3. Strategic development
With the findings from step 2, we could develop a creative brief that boiled the messages down to a single insight: Lectra helps you to get closer to customers.
At its simplest and most elegant, our campaign came to life in print ads for trade press. These were built on striking images and succinct headlines. And they were underpinned with a strapline inviting clothes makers to ‘create your difference, with Lectra’. We then expanded on these elements to create the broader messaging that Lectra’s own marketing department could roll out across assets.
Hard on the heels of this work, we applied the same process to another Lectra solution: ‘Furniture on Demand by Lectra’. This followed a similar pattern, talking directly to furniture makers with clean creative.
The Good Stuff
For Lectra, our close collaboration has helped them to express clear messages in consistent ways. And to stand out visually.
By bringing our strategic and creative focus in at the start of campaigns, we’ve built on the strengths and abilities in Lectra’s own marketing department.
Delighted with the results, Lectra have since asked us to repeat the process for more of its solutions and products.
“We were seeking a complement to our internal capability: strategic input and high levels of creativity. TMW Business delivered. Through considered planning and collaboration we’ve found a trusted partner who demonstrates a true understanding of Lectra’s genetic code.”
Maria Modrono, Vice President Global Demand Generation at Lectra
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