As you edge towards the deadline, and you have a clearer idea of which projects your design agency wants to showcase, you’ll need to get the client on board. Ideally you’ll approach them for results with at the very least 4 weeks, preferably 2 months to go until the big deadline day.
And no, I’m afraid there really is no avoiding client cooperation if you’re writing an effectiveness award entry.
But what to ask for? Where to start?
Fear not, here is a handy list of over 35 results points you might want to cherrypick from in order to get the proof points you need to show off your work to best effect.
But before you delve in, a quick word to the wise: If you find this helpful then you’ll be pleased to know that it’s an excerpt from the DEA Module of the Complete Kaffeen Toolkit which is chock-full of templates, tools, tips and even draft emails to clients. You can grab it in the Kaffeen shop.
- Overview of the marketplace prior and post redesign – Data to show the lie of the competitive land at the time of the brief?
- How is the brand performing against the market now? Any increases in market share and/or value as compared against competitors’ products/services, penetration of key consumer groups or geographical areas?
- What were targets for the redesign project? Have these been achieved, and if so how quickly?
- Increase in sales (value / volume by percentage but preferably with amounts) Can you share year on year sales figures to show the improvement in sales over a longer, historic context?
- Increased market share (against competitors’ products / services, or penetration of key consumer groups or geographical areas)
- Increased market distribution / new international markets broken into
- Increased listings in existing retailers
- Increases in perceived value / higher price point achieved
- Changes in spending patterns / any proof of increases in cross-range purchase?
- Increased profitability
- Increased conversion rates
- Increased share price
- Export growth
- Business Growth (other ways in which the business has grown)
- New revenue streams created (new product development or extension into new categories, driven by success of design solution; payback period)
- Changes in Consumer Attitudes & Behaviour
- Increased awareness / profile
- Positive shift in perception (uplift in favourability ratings / customer feedback)
- Attraction of higher value customers / partnerships / sponsorships.
- Production Efficiencies / cost benefits (simplification of manufacturing processes; reductions in labour time; reductions in materials and production costs (by percentage but preferably with amounts); increases in productivity / throughput; reduction of assembly / installation times; improvements in processes / systems; streamlined supply chain management)
- Has there been any growth in production in response to increased demand?
- Improvements in customer experience (e.g. reduction in customer queries / complaints, increased interaction, increased customer satisfaction levels as determined by surveys/questionnaires / positive feedback / market reaction etc).
- Payback Period / ROI
- Calculate how quickly the redesign achieved ROI once we have design fees
- Improved footfall (increased capture rates / dwell times / spend, improved visitor attention / retention / return; uplift in occupancy rates)
- Rollout of design solution (uptake of model by other organisations or departments)
- Increased engagement of external stakeholders (peer approval, adopted as best practice; increased usage or response rates)
- Buyer testimonials
- Increased engagement with internal audience (reflected in changes to frontline attitudes and behaviour (e.g. improved customer service, increased productivity, reduction in customer complaints, reductions in staff absenteeism / sickness), tracking studies demonstrating shifts in attitude; peer approval, adopted as best practice; increased usage or response rates)
- Sales team testimonials
- Specific changes to working practices or company attitude / strategy
- Media impact / reach (press and social media coverage driven by design, measured by impressions, media stories, value of organic coverage equivalent to advertising value)
- Digital growth / engagement (across social media (active engagement), mobile and online (uplift in traffic / sessions, conversion rates, open rates, sign ups, downloads, session times, bounce rate, online revenue etc) versus objectives / industry benchmarks; increased usage or response rates.)
- Funding / investment in a business / initiative or brand (against original target), sale of business (against expected value).
- Improved recruitment and retention of target audience / staff / sponsors / partners (higher calibre of recruits /partnerships)
- Job creation / retention (expansion of business or premises because of increased demand)
- Sustainability improvements (reductions in carbon footprint; elimination of waste; impact on transportation; impact on energy consumption; consideration of circular economy etc.)
- Social impact (increased education and awareness leading to positive behavioural change)
