Affinityworks Marketing and Customer Management Services


What they said...

"Affinityworks carried out ... strategic review of 2 of our core brand websites... extremely useful... integrated into broader, off-line marketing activity."

Whyte and Mackay

+44 (0)1721 730 240


Business brains who aim to maximise marketing

The rapid growth of the International Pairs has not been without its challenges.

A relatively small management team supporting and administrating this mammoth logistical event has had little time to develop its fall marketing potential.

Not least of the opportunities is the prospect of linking with sponsors and other groups to communicate news about the International Pans tournament and offer a range of goods and services to the 60,000 and growing number of clients on the tournament database.

Ross Honey, the managing director of WLM and the tournament's founder, recognised that commercial value would be lost unless a solution could be found to unlock the goodwill felt towards the event by the participants.

The task of helping to find a suitable blend of expertise and practical management experience while containing costs led Mr Honey to get in touch with his former acquaintance, Simon Trevor, who had previously worked with him on a project for Brittany Ferries.

Mr Trevor had since left Highland Distillers to establish Affinityworks, a customer marketing and management consultancy, with Ross Macleod.

With marketing and business development experience across a range of business sectors as well as detailed insight into customer relationship marketing (CRM), they were ideally placed to provide the support that WLM was looking for.

WLM approached Affinityworks to build contacts with potential sponsoring and marketing partners to foster the International Pairs event and develop business with the client base.

'It's early days at the moment, but the aim is to build a sense of belonging among the participants that will encourage them to enter the tournament on a regular basis and enjoy the best facilities we can offer,' said Mr Trevor.

"With the finals of the International Pairs event based in Scotland for the next three years it is appropriate that a Scottish concern should be handling this aspect of WLM's development.

Mr Honey said: "We want to hear from businesses that are interested in talking to tens of thousands of active golfers. We want to talk to businesses who can appreciate the value of the International Pairs concept not as just the creation of a tremendous golf tournament - but the creation of a marketing tool that is developing day by day."

Mr Trevor formerly worked for Highland Distillers as regional director in the export sales and marketing team, developing the Famous Grouse and Macallan brands in key European markets. Much of this time was spent forging relationships with both trade and consumers.
Mr Macleod added a wealth of experience from financial services, business-to-business and consumer marketing, allied to project management skills.

Before Affinityworks, he had managed his own business, providing strategic marketing and planning services to organisations. Noting the degree to which CRM was being distorted by the bias towards software implementation and the confusion created by the lack of clear business-led approaches, he approached Mr Trevor with the idea of providing solutions in this area.

At the centre of the Affinityworks proposition is the observation that the assets of a business count for nothing without customers.

Mr Trevor said: "While some organisations have developed client focus, many are still working on the principle that marketing revolves chiefly around the four Ps, with emphasis on product at the expense of client requirements."

Mr Macleod added: "Yet customers take it as read that products or services will be excellent, making it difficult for businesses to differentiate through design alone. There's more to it than that."

Both partners are only too aware that businesses now face intense competition. They also point out that with an increasing number of channels to buy through, it is often the customer who decides when and where to buy, particularly true of new access points such as the web.

"In that respect, we aren't just looking at supply chains, we're increasingly having to recognise demand chains," said Mr Macleod.

Mr Trevor added: "We can't remember who it was that suggested that marketing is too big to be left to marketers - but it's right. Everyone in a firm is involved. It's not enough to win customers through traditional marketing methods, which is expensive enough anyway.

"We have to build goodwill and trust wherever we have contact with them. In the 1% margin world we now work in, the reality is about extending client relationships as long and as deeply as possible if we're going to make any kind of a return."