Neil Hesketh MCIM,
Managing Director, Spanish Approach

“We have worked with your team for over 4 years and you helped us considerably launch and grow our business in Spain. Your exceptional knowledge of local markets and professional approach has been a great asset.”

D Lagache, Managing Director, The Soap Story BV, Netherlands.

“N”

D

Leading hotel set-up & expansion in Central America

Bocas del Mar is a striking new hotel on the Pacific coast in Panama. In this major 18 month assignment, Spanish Approach drew on its full range of skills & experience to take the project from zero through to achieving the status of number one rated hotel in the area. For the international owners, we carried out initial consultancy on the market, positioning, and gave advice on structural layout & interior design. This led to the full marketing strategy & implementation, including on-line client acquisition, website, reservations & social media. Finally, we provided the on-site launch management team, including for the restaurant, during the initial launch 12 months, recruiting and training local staff & establishing all customer service benchmarks. The hotel was operationally profitable in 3 months.

The Soap Story launch in Spain

We took an established Belgian brand and successfully transformed it for the Spanish market. Having devised the full business, finance and marketing strategy, we led 25 store openings in 3 years, including 3 stores in Barcelona, 2 in Madrid and other regional cities. We founded a strong network with Spanish retail and franchising experts. This included using detailed knowledge of the Spanish retail market, trends, and cultural differences. We rolled out 22 new product line launches including promotion and training in Spanish. We achieved overall return on investment and profitability within 2 years. (The Soap Story in Spain has now been successfully sold and some stores rebranded).

Andalucian Dream Homes marketing launch

Founded the marketing division for this progressive start–up property company, selling Spanish property products to international markets. By 2005 we became one of the top 3 estate agency groups on the Costa del Sol. Neil developed the full marketing strategy and plan across all channels leading to significant revenue growth: employee numbers grew from 8 to 80 in three years.

International strategy for major cultural campaign

Spain's sixth largest city, Málaga, was candidate city for European Capital of Culture 2016. For this high profile initiative, Spanish Approach was asked to develop the campaign for attracting support from international residents and community groups in the area. Using our cross-cultural marketing knowledge, we briefed the Spanish local government on the right strategy to achieve their goals. At the implementation stage, we secured over 40 cooperation agreements from international groups and significant participation in the bid from the foreign resident and consular community. The improvements to the city's image with the 200,000+ non-Spanish local residents were highly praised.

Business consultancy for international 'start ups' in Spain

We have developed many business plans for small and medium sized foreign-owned companies wishing to launch in Spain. As an example, Spanish Approach took the business plan for a new leisure activity concept in Andalucia and worked on the format and presentation of the plan, adding valuable insights based on our experience of business plans that work in Spain and putting the text in Spanish to present to potential investors. As a result of our contribution and the passion of founder Daniel Geraghty to achieve his vision, the Camp4 Climbing Centre is now a reality and forming an exciting part of the local outdoor adventure sports scene.

Dream Homes Worldwide set–up

Launched the start–up marketing plan for this spin–off company selling international property developments.

Thomson

Responsible for the marketing planning for part of the Thomson Holidays range covering 400,000 passengers per annum! Carried out a review of product strategy, leading to a major re–positioning, full brochure redesign and 15% increase in sales.

Cosmetic Franchise

Joint–ownership of Bottega Verde store, Rosaleda, Málaga Spain. Bottega Verde is a leader in Italian cosmetics and beauty care. With 300 stores this franchise chain is growing rapidly and we have contributed towards their expansion in Spain.

Outdoor Advertising  – Southern Spain

Recently completed a market study and then developed the business plan for an innovative new advertising technology aimed at shopping centres across Spain. Work carried out on behalf of London–based international investors.

Major building installations company – market analysis and commercial plan

The company asked for a market study of new sectors to diversify its activity and for us to carry out the necessary commercial and organizational change plan. This is an example of a study carried out on behalf of the Andalucía government, Spain's largest region, as part of an EU business innovation and investment programme. Spanish Approach is one of only a few foreign-owned consultancies that has obtained accreditation to carry out this work. Under the terms, client names cannot be disclosed but further details are available on request.

Vocational and academic training centre – marketing and commercial advice

Spanish Approach carried out an organisational, revenue and cost study to enable the company owners to identify their most profitable business units. Following on from this, we provided an analysis of their current marketing and promotions activity, with a recommended marketing plan for the future.

This is an example of a study carried out on behalf of the Junta de Andalucía. See above.

Refuse reprocessing and recycling – cost analysis and operational improvements

A full costing model and financial ratio study was carried out for this family run company, providing analysis that is directly contributing to improved business performance and profitability.

This is an example of a study carried out on behalf of the Junta de Andalucía. See above.

BBC Resources – market analysis for the BBC board

A commercial trading division of the BBC targeting television producers and broadcasters worldwide. Neil carried out market investigation and analysis of the international broadcast market on a rolling basis to enable investment and operational decision–making at BBC Director General (CEO) level.

Visions (The Television Corporation) – European growth study

Carried out an independent study into the future European High Definition Television Market for the board of this leading outside broadcast company to prepare their investment case. The company is now one of the leading providers in the High Definition sector.

Littlewoods – understanding customers in direct retail

Led the marketing planning process for the home and leisure ranges of the flagship direct shopping catalogue, with turnover of around 500m p.a.. This included extensive on–going market research, profiling, and datamining of a three million customer database.

Website and new graphics materials for Spanish electronics company

To coincide with Sogecam Industrial's expansion in the renewable energy sector and to prepare the company for international marketing initiatives, Spanish Approach developed a new positioning and graphic identity under the "Energetically Different" strap line, as well as implementing the company's new website. Sogecam is an important supplier of payphones and associated technology worldwide and part owned by Iberdrola, leading Spanish energy group.

LOOT & SCOOT – growing brands on–line

Responsible for all marketing for LOOT and SCOOT, classified advertising products – this award–winning brand was distributed across internet, digital TV, mobile and traditional media. In 2002 Loot.com was the largest consumer buying and selling site in the UK. Responsible for brand development for entire £30m turnover Loot and Scoot brands across all channels. Included defining positioning, brand identity and managing advertising and PR agency delivery.

Updating marketing for the 21st Century for an iconic restaurant brand

Spanish Approach planned, developed & designed a new online presence for one of the best-known bodega-bars in Spain: El Pimpi.  This bar-restaurant, a reference point for visiting celebrities & media, needed to embrace new technologies without compromising its iconic, traditional positioning. We give continuous support for the online strategy, also recently designing their blog, and provide translation and versioning services in 5 languages for all their marketing materials.

Andalucian Dream Homes – fast moving international marketing

Amongst first to use Google adwords – internet marketing led to 2000+ leads a month.

Developed network of 5 branch offices, including shop design and launch–marketing. Created in–house design team providing full design services to the group, including pioneering customer magazine funded by advertising revenue.

Complete review of marketing and new website

We were pleased to carry out a complete competitor and customer study for this well-known and popular dental care business catering for international clients in Spain, which resulted in a complete review of their existing marketing activity, a new graphic identity and a new website, positioning the company strikingly and differentiating it from the competition in a crowded and very competitive market.

BBC Resources – Year 2000 record–breaking broadcast

Launched broadcast communication products at trade shows in USA and Europe.

Developed BBC New Year 2000 campaign for BBC Resources aimed at international broadcasters.

Cultural marketing for hospitality management students

Spanish Approach develops workshops focused on improving clients’ marketing and customer service techniques to different nationalities. For example, for management students at the top CIOMijas hotel and hospitality training centre in Spain we designed a seminar that includes the theory of why cultures are different, practical examples of customer behaviour tailored to the students' needs and plenty of interactivity. (100% of participants in our cultural training workshops would recommend them to a friend). www.ciomijas.com

Coaching on doing business in English

For the innovative 'Mi Amigo Inglés' English immersion programme, we provided the business and marketing workshop for their residential course. Introducing participants to techniques for doing better business in English and the use of the English language in an economic and financial context, this was rated one of the most successful events of the week-long programme. www.miamigoingles.com

Opening international doors for the Museo Carmen Thyssen

Baroness Carmen Thyssen is a major name in the international art world. Spanish Approach worked with the management of her newly-opened art gallery in the south of Spain to reach out more effectively to international communities living in Spain. A series of special presentation days was arranged for foreign media, key opinion formers and community leaders from different national groups. International visitors at this headline new museum in Malaga have increased.

Business development for leading international festival

Spanish Approach was asked by the organisers to develop the first formal sponsorship and business development strategy for Arte Marbella, southern Spain's leading international artist's festival. Different commercial revenue strands were devised, a sales presentation pack designed and written, and sales training carried out. Arte Marbella now enters its 4th year, going from strength to strength.

Andalucian Dream Homes – fast moving international marketing

Amongst first to use Google adwords – internet marketing led to 2000+ leads a month.

Developed network of 5 branch offices, including shop design and launch–marketing. Created in–house design team providing full design services to the group, including pioneering customer magazine funded by advertising revenue.

Complete review of marketing and new website

We were pleased to carry out a complete competitor and customer study for this well-known and popular dental care business catering for international clients in Spain, which resulted in a complete review of their existing marketing activity, a new graphic identity and a new website, positioning the company strikingly and differentiating it from the competition in a crowded and very competitive market.

BBC Resources – Year 2000 record–breaking broadcast

Launched broadcast communication products at trade shows in USA and Europe.

Developed BBC New Year 2000 campaign for BBC Resources aimed at international broadcasters.

Cultural marketing for hospitality management students

Spanish Approach develops workshops focused on improving clients’ marketing and customer service techniques to different nationalities. For example, for management students at the top CIOMijas hotel and hospitality training centre in Spain we designed a seminar that includes the theory of why cultures are different, practical examples of customer behaviour tailored to the students' needs and plenty of interactivity. (100% of participants in our cultural training workshops would recommend them to a friend). www.ciomijas.com

Coaching on doing business in English

For the innovative 'Mi Amigo Inglés' English immersion programme, we provided the business and marketing workshop for their residential course. Introducing participants to techniques for doing better business in English and the use of the English language in an economic and financial context, this was rated one of the most successful events of the week-long programme. www.miamigoingles.com

Opening international doors for the Museo Carmen Thyssen

Baroness Carmen Thyssen is a major name in the international art world. Spanish Approach worked with the management of her newly-opened art gallery in the south of Spain to reach out more effectively to international communities living in Spain. A series of special presentation days was arranged for foreign media, key opinion formers and community leaders from different national groups. International visitors at this headline new museum in Malaga have increased.

Business development for leading international festival

Spanish Approach was asked by the organisers to develop the first formal sponsorship and business development strategy for Arte Marbella, southern Spain's leading international artist's festival. Different commercial revenue strands were devised, a sales presentation pack designed and written, and sales training carried out. Arte Marbella now enters its 4th year, going from strength to strength.

The Soap Story

With The Soap Story we enabled the parent manufacturing company to double its company revenue in 2 years by growing a franchise network for them rising to 25 stores in Spain before the business was successfully sold.

We have several years experience in finding master and local franchisees and distribution partners. We set up contracts, development plans and support structures to help the franchised businesses and have managed a central support office in Spain.

Andalucian Dream Homes – developing plans to franchise

Neil completed a project to franchise the brand to UK and Ireland partners, and oversaw the opening of a franchised office in Dublin.