What did this client want Lansons to do for them?
Nutmeg.com is the UK’s first online discretionary investment manager, at an exciting point in its growth. Nutmeg asked Lansons to raise the profile of its successful $32million capital raise, to potential investors and the wider industry.
Any potential pitfalls you needed to take into account?
There were two distinct audiences we had to reach with the same story – the corporate, investment audience, and the technology consumer and trade press. There’s no doubt that both media spaces are incredibly crowded.
There was also tricky positioning to get right. To get the cut through needed, Nutmeg must be seen as an exciting, innovative start up – whilst at the same time be known as a credible, stable business.
All of this – on top of the fact that the team was working on the launch of the new NISA product, one of the most important weeks in the year for the business.
Ok, and what was your grand plan to tackle this?
We built a story around Nutmeg’s position at the forefront of the exciting UK fintech scene, and what this investment meant for the wider industry. We were able to use the credibility of some of Nutmeg’s high profile backers, such as Charles Dunstone and Schroders to sell in interviews, and created collateral from each backer to use with journalists, dependent on sector.
To ensure that Nutmeg’s secured an exclusive interview with the FT, followed by interviews with Techcrunch, BBC Radio 4’s Today show, CNBC and profile interviews with the Mail on Sunday, and the Evening Standard. We piggybacked on London Tech Week to capitalise on the buzz surrounding growing technology businesses.
Sounds good. What outcome did all this have on your clients business?
On the day that the news broke, Nutmeg saw an increase in site traffic of 225%, with many of the visitors signing up. The successful positioning meant that in the following week, we saw significant media traction and new opportunities opened up that we hadn’t been able to secure before, such as a spot on the BBC Breakfast sofa talking about investment products.
Impressive. Any gems of wisdom you learned from working on this that you’d like to pass on?
Don’t underestimate the importance of a strong every day programme. Many of the journalists that we spoke to about this extraordinary news already knew and understood Nutmeg’s business model due to our media relations programme, which meant that we had a warmer reception. Similarly, the team knows the Nutmeg business inside out, which meant we didn’t waste the time of the journalists, or the client. Thirdly, there is often no substitution for getting on the phone and selling a story hard!