Lolly: achieved 25% YoY growth with strategic marketing support

Lolly, a leading hospitality software house, was at a pivotal point in its growth journey. As the company’s ambitions grew, so did the need for a clear, actionable strategy to scale effectively.

The leadership, led by CEO and innovator Peter Moore, recognised that to take the
business to the next level, they would need to adopt a more focused approach, particularly around marketing.

To navigate this complex landscape, Peter enlisted the help of Mark Pearson, fractional Marketing Director from The Marketing Centre.

Mark brought his extensive expertise to help Lolly streamline its marketing efforts through the development of a business strategy that was aligned with its core vision.

The Challenge

Lolly had reached a point where the company needed to focus on specific target markets, building its brand reputation and positioning, clarifying its core messaging, and refining its overall business strategy to align with its mission and values.

Peter’s vision for Lolly was clear: expand its presence across the hospitality sector, strengthen its position as a market innovator, and continue its growth trajectory.

The Solution

Mark’s focus included reviewing specific areas of improvement, he helped the company streamline its approach and implement a comprehensive strategy to support growth, which included:

Focused target markets: a focus on two key sectors: contract catering and education. By honing in on these markets, Lolly could tailor its products, messaging, and campaigns, ultimately leading to greater penetration and success within both.

Revising messaging: Through careful research and market insights, Mark and the
marketing team helped to develop a messaging strategy that clearly articulated
Lolly’s value proposition and how its technology addressed the pain points of
customers.

Business strategy alignment: One of Mark’s key contributions was helping align Lolly’s business strategy with its broader vision, mission, and values – to help the leadership team maintain focus and direction as the business scaled.

The Results

Mark’s strategic guidance and hands-on support led to several key outcomes for the business

From the outset, a long-term partnership with The Marketing Centre was envisaged. Mark’s ability to dial his involvement up or down based on the company’s needs ensured that Lolly had the right level of support at every stage of its growth. His consistent involvement over almost three years became integral to the company’s success.

Lolly was able to refine its marketing strategy, penetrate new markets, and achieve significant growth. Mark’s impact went beyond marketing, helping shape the overall business strategy and ensuring the company’s growth was both sustainable and aligned with its core values.