David Turner

David Turner, Marketing Director and Brand Consultant, Smiths Equipment

Standing for Re-election to the HAE Tools and Equipment Board 2022

Overview and Career
I'm a highly experienced, commercially driven marketeer and business collaborator with a proven 34 year track record of delivering measurable business growth through brand transformation, marcomms and internal business alignment strategies. I believe I bring something new to the team, as a trained designer and creative director, who has worked agency and client-side I can really help make things happen quicker and more cost effective through my experience in agency management and measurement.

I thrive on passion and ideas and work to the ethos that what I do is art serving capitalism, what I do delivers sales which in turn provides greater job security through business wealth. I'm here to create real and engaging brand stories that instigate and propagate dialogues across all forms of on and offline media.

Yes it's about data, process, brand management and cost control, but its more importantly about data supported by brand insight to drive engagement. Some of my most successful client case studies include : Smiths Hire - Subway UK - Gold Medal Travel Group - Netflights and NST Travel Group

SUBWAY UK: Responsible for launching the super brand Subway Sandwiches in the UK and Ireland. Working alongside the senior franchisees in the UK and closely with the board of directors in the US for over a 8 year period. I was directly involved in establishing local, regional, pan-regional and national marketing strategies and media budget platforms across a 1,100 restaurant network.

SMITHS HIRE: More recently i have moved from agency side to client side to work in-house as Marketing Director at Smiths Hire the North Wests largest independent equipment and tool hire company. The role involves initiating a full brand refresh and improved user experience within the hire depot environment, website control, PPC and SEO direction through to B2B and ABM strategies.

My overall vision was to work with the senior team to make Smiths Hire the number one hire company in the country, we achieved this in 2018 and 2019 by being voted the HAE Hire Company of the Year.

Specialties: Brand transformation, Big ideas, brand implementation and leadership, SEO/PPC and social media management and direction, Jolt change management, Board room expectation control, Heavyweight integrated marketing strategies, ABM strategies, Integrated design, creative, traditional and digital media planning and content marketing. 

Brand Consultancy site: https://www.greenlightcreativeideas.co.uk/

TDA were chosen as Subways first UK creative and media agency, a status held for seven years helping to take Subway from 10 stores to over 1,000 across the UK and Ireland.

Creative and Media agency for the Gold Medal Travel Group, a 400 million turnover 'bricks and clicks' travel company based on the docklands in Preston. Brand development and advertising commissions included, Airline Network, Gold Medal Travel Group and Pure Luxury Holidays a new luxury travel brand.

During this period TDA planned and created Subway’s first UK national television campaign on C4 we also helped establish Airline Network - Netflights.com on satellite TV for the first time.

Other clients include: Ribby Hall Village, Blackpool Borough Council, NST Travel Group, Quiznos Subs UK, to name just a few.

Creative Director/Group Account Director

First Creative Group are a Preston based new media company with in-house design and digital media production. As Group Account Director I was responsible for working with a host of corporate clients including: Alstom Energy, British Airways, Gillette UK, Cooperative Bank, Powergen.

I was hired to establish a design and creative team within a new media technology business, one of the very first 'one stop shop' consultancies in the North West of England.

Benefit to the board and key strengths
I believe marketing can play an important and integral role in Hire.

I bring over 34 years' experience of building brands to the board having worked with the some of the most respected national and international companies at the highest level combined with over 6 years of direct experience in the Hire Industry helping Smiths Hire establish themselves as a regional brand.

A key factor in Smiths Hire success has been the establishment of a full service advertising agency within Smith Hire business ensuring marketing took its place as part of daily activities.

By having in-house capabilities we were able to quickly meet any market condition changes (Covid has been a perfect example of the importance of communications within a business) enabling us to implement any part of the marketing mix from online and offline activity to the writing of technical content in support of tactical campaigns delivered via depot and the regional sales team. Immediate impact was achieved by smart use of social media and website activity enabling us to talk across a variety of target audiences. Breadth of audience has proven to be a key factor and something that all Hire companies should be aware of moving forward.

There's no part of a Hire company that can’t be enhanced by marketing.

Online sales has played a significant part in this journey and our site figures have grown 1000% since I joined the senior team, so there's lots of opportunity to knowledge share which could be of real benefit to the members.

I’m sure my experience and best practice advise would help other smaller and possibly larger Hire companies meet the challenge of developing their own brand in the digital market place.