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PR launch
campaign helps build marketing database for headset tracking
system |
Background
In June 2002, Corporate Internet Services (CIS) approached Wildfire
PR to provide recommendations for the launch of Nomad, an innovative
headset tracking system, designed for the call centre market.
The Brief
CIS’s own research had shown that unnecessary headset
repair and replacement could cost up to £40,000 annually
in a large call centre. The Nomad tracking system was developed
to reduce this cost and to help call centres comply with increasing
legal health & safety requirements to protect headset users.
The challenge was to create demand for the new product and to
build credibility for a small company entering a new market,
within a limited PR budget. A key part of the brief was to provide
a reliable evaluation method for the PR campaign.
| Objectives |
| • |
To launch the Nomad headset tracking system
to the call centre market |
| • |
To educate the market about the need for a headset tracking
system |
| • |
To generate hard, tangible sales enquiries |
| Strategy |
Wildfire PR recommended a response-driven
campaign that would make the most of a limited PR launch
budget by allowing Nomad to capture names and email addresses
of prospects:
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| • |
To produce a comprehensive ‘How to’
guide to all aspects of headset management, including costs
of ownership, current and proposed legislation governing
headset use in call centres and health and hygiene issues
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| • |
The guide – which was available for free download
via the CIS website – was announced via a press release,
with a strong news hook, focusing on the hidden costs of
headset ownership |
| • |
The news story was sold in by phone to key call centre,
health & safety and HR titles |
| Results & Evaluation |
“We regard the campaign as a runaway
success. We have a list of prospects that includes many
companies that are household names. Many contacts are at
senior levels within the original job descriptions targeted.”
Dale Huxford, Director, Corporate Internet Services.
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| • |
The guide received widespread coverage in
target press, resulting in over 800 downloads of the guide
by prospects, all of whom registered their name, job title
and email address via the Nomad web site |
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Web-based coverage generated by the PR campaign also attracted
significant interest from Australia and CIS now has representation
there |
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