Getting customer centric

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http://www.fabcomlive.com/fabcom-brainfood.php | FabCom.com | Dynamic Marketing & Neuromarketing Case Studies | Whether the campaign uses traditional offline media, mass media, online and interactive media, direct marketing, emerging media, mobile media, social media, online or on-site marketing, Web development and e-commerce, or an optimized combination of all these elements, FabCom crafts powerfully emotional, relevant one to one messaging that reaches to the core of each individual. This one to one messaging is delivered on the media platforms they use; at the precise moment they use them. | The result is high-impact messaging that engages individuals in an ongoing conversation with your brand, just as they are choosing between your brand and your competitor’s brand. | FabCom is a full service dynamic marketing agency that is leading the charge, nationally, in deploying these one to one neuromarketing campaigns.

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Getting customer centric

  1. 1. BRAINFOODINNOVATIONS FROM THE CONVERGENCE OFBUSINESS, MARKETING AND CREATIVE STRATEGIESWITH LEADING TECHNOLOGYCase StudyWhite PaperPsychographic Case Study Repositioning a telecom company from an internallyfocused, engineer-oriented environment to one that is customer-centric, simple tounderstand and deploy.
  2. 2. B TO B GROWTHDIALING IN A CUSTOMER-CENTRIC PERSPECTIVESITUATION ObjectivesA telecommunications hardware and software company • Develop a customer-centric marketing “face” forwith a 30-year history in the industry had begun the company more in line with the way customersto notice challenges in their market. Most of the buy as opposed to the way the company developsrecent revenue growth had come via acquisitions. In products and services.addition, large corporations, sensing the opportunities • Make product/service offerings moreof convergence in the telecommunications industry, understandable and less intimidating for non-began purchasing small to medium industry-related technical buyers.companies. Even though the company had a solidreputation with industry insiders, they were virtually • Begin to use customer-direct marketing vehiclesunknown to end-users and, now, faced the challenge of and tactics to supplement and assist
the salescompeting with several new big-spending, marketing- efforts of branches and dealers.savvy competitors. Since its inception, the companyhad been driven by the perceptions and needs of theengineering/product development side of the business.Organizationally, the company was structured intooperational units based on internal manufacturingconsiderations, rather than by product or technologygroupings, which would make their corporate offeringsmore understandable to the market.GOALS/OBJECTIVESGoals • Increase awareness of the company as an industry leader. Think of us as your safety line. • Increase sales growth by 200% over industry You know seamless expansion capabilities are critical to your success. You average. want a flexible system that will adapt to the newest technology so you aren’t left hanging with outdated components. You need superior performance and dependability. Only one integrated communications system meets the key challenges you face. Inter-Tel’s ability to add applications, upgrades and functionality through software minimizes and protects your investment. Think of us as your safety line as you climb to the top. www.inter-tel.com1 FabCom Case Study
  3. 3. Strategy and TacticsFirst, FabCom developed a comprehensive marketingstrategy, beginning with a top-to-bottom audit andanalysis of all marketing and advertising systems,conventions and materials. Issues addressed in thecomprehensive marketing plan included: • Creation and development of branding initiatives to establish and grow awareness and a specific identity. • Development and design of a product/service continuum to represent the company’s offerings as well as re-structuring the naming conventions Think of us as your safety chute. for the company’s products to facilitate the You know seamless expansion capabilities are critical to your success. You customer-centric perspective. want a flexible system that will adapt to the newest technology so you aren’t sales-prospecting vehicles (in both hard copy and left hanging with outdated components. You need superior performance and dependability. Only one integrated communications system meets the online versions) to generate leads and interest
for key challenges you face. Inter-Tel’s ability to add applications, upgrades • Redevelopment of marketing materials to and functionality through software minimizes and protects your investment. Think of us as your safety chute. effectively create and communicate a unique follow-up by branches and dealers. market proposition. • Development of customer-direct targeted www.inter-tel.com • Development of customer segment-specific marketing and advertising vehicles.2 FabCom Case Study
  4. 4. ResultsThe new initiatives were introduced to the market at See the Results - Yahoo Telecom Reportthe beginning of the company’s first fiscal quarter of2001. Sales immediately responded to these brandingefforts with a 2.7% increase – even though the previousseveral quarters’ results had been down. During aperiod when, industry average growth was -14.4% . Ourclient enjoyed a 61% increase in sales, while revenuegrowth at major competitors plummeted (Nortel: -15%,Avaya: -20%). Our client also maintained a grossprofit margin almost 30% above the industry average(44.36% vs. 34.17%).Based on strict financial standards, Forbes Magazine was tremendous. Their efficiency was amazing. Whennamed the company to its list of the 200 best small I compare them with other marketing and advertisingcompanies in America. The company ranked in the top firms I have worked with, I realize we invested one-third40 companies on Forbes’ list for sales growth factor. the budget and received twice the value in half theThe Vice President of Marketing said, “In 20 time.”years of high level marketing positions with the The results of our work continue to enhance thetelecommunication giants, I have never seen a team company’s sales and reinforce its positioning within itsmore responsive, thorough and committed to excellence market.than Fabiano Communications. The value receivedFABCOM IS A FULL-SERVICE STRATEGIC MARKETING, PR, AND ADVERTISING FIRMPrincipal: Brian Fabiano Location ContactNumber of Employees: 25 7819 East Greenway Road phone (480) 922-1122Local Area Billings: $30.7 Million* Suite 5 fax (480) 922-0606 Scottsdale, AZ 85260 www.fabcomlive.com*Amortized for media billings as calculated in the Phoenix Business Journal Book of Lists.3 FabCom Case Study

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