Campaign: Enough Now!
Come up with some ideas that will resonate with our target audience of wealthy individuals who have sold their business.
First-class, international cricketer, Michael Vaughan
What started as a simple idea for an article about the psychological impact of selling a business, ended up as an 18-month project that looks set to continue for years to come!
Once Clarion approved our article suggestion, we decided to seek expert commentary from business psychologist Hazel Carter. A few discussions and lot of desk research later, and we discovered that no research had been conducted into this niche subject area. So, we decided that Clarion should ‘own the space’.
Hazel was appointed to undertake the ground-breaking research and spent 18 months interviewing business owners to establish why they felt the time was right to sell and to gauge the emotional impact on them.
Successful events deliver unique, memorable experiences so we knew we wanted a guest speaker, too, whose own experiences would resonate with the research theme. Given the many parallels between the world of business and sport – when is the right time to stop? How does this impact on you emotionally? - we knew we wanted a ‘retired’ sports star.
After researching his background, watching show-reels and reading about his business ventures, we decided that former international cricketer, Michael Vaughan OBE was the perfect choice.
Having found an intimate boutique hotel in Manchester city centre to hold the event, we then ensured the evening ran smoothly by engaging multi-award-winning broadcaster Rob McLoughlin OBE.
Best known as the presenter of political, current affairs and election programmes on ITV, Rob also founded Hasgrove plc - the first quoted media company in the North West – so has a solid understanding of business, too.
Influential guests from the business community – including participants, professional advisers and clients of Clarion - were invited to attend the event.
Our designers created print and electronic invitations and turned Hazel’s research document into a thing of beauty that reflected Clarion’s distinctive branding.
Perfect-bound copies were available for guests to take away with them on the evening.
The evening was a great success and clearly enjoyed by all guests. Despite the torrential Manchester rain, 85% of those invited attended.
During Hazel’s presentation of the research the guests were noticeably captivated - you could hear a pin drop.
Michael Vaughan was warm, engaging and entertaining. He welcomed questions throughout his interview to make it as interactive as possible, and was happy to pose for many photos!
During the event, guests posted on social media with one guest tweeting:
”A really good evening with what could have been contrasting topics but which held a commonality: there comes a point when it is just time, whether it is in business or in a sporting career, it is just time.”
Feedback since the event has been extremely positive, with several requests for additional copies of the research from those who were there and those unable to attend.
The event was the perfect launch pad for the culmination of an 18-month project. Clarion fully intends to commission further research and use the findings to enhance its service to clients.