In 2004 Vocollect Inc. world leader in voice directed solutions entered the Spanish market and contracted SCR to run their PR campaign.
B2B - Business to Business
Client: Vocollect
Duration: On-going
Objectives
- To raise awareness of the company in the Spanish market.
- To reach a specific target market.
- To help gain clients
Strategy
SCR researched the sector in which Vocollect were operating identifying target media and potential clients. As the product was new to the Spanish market we decided to go down specific routes. These included:
- In-depth interviews using the Vocollect EMEA manager to explain in depth the company and its products in daily newspapers, financial newspapers and sector press.
- Presentations in Madrid, Barcelona and Valencia, which included demonstrations to potential clients and selected media titles.
- Support at trade fairs.
- Promotional activities for potential clients.
- Placement of case studies in the media.
- Further down the line, visits to warehouses to watch the product in action.
Implementation
At the start of the strategy, introductory presentations were carried out to the media along with follow-up in depth interviews. We used presence at trade fairs to bring the journalists on board with one-to-one product demonstrations. SCR placed case work examples in trade press to help potential clients understand the Vocollect product.
Once potential clients became real clients we were able to carry out visits to warehouses for the press which permitted further coverage of the company and its products.
In year 4 (2008), we set up and implemented a market research campaign “In the time it takes you to eat a coconut, you can discover how much you can save”. A box containing 3 coconuts and 3 printed cards were sent to 70 companies in the food sector. The cards contained different messages:
- Three different roles for 1 final result.
- Three advantages for one common goal.
- Three strategic requirements for a worldwide saving.
The objective of the exercise was to get interviews with potential clients.
Results
Now, in our 5th year with this client, they are satisfied that we continue to support their progress in our market.
The specific results of the directing marketing campaign were spectacular. 25% of the companies targeted agreed to meet Vocollet and 10% signed contracts.