FIRST MARKETING ANSWERS WIRELESS CARRIER'S CALL FOR HELP
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First Marketing became an extension of the company’s internal marketing department, often providing new program ideas to facilitate business development efforts.
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A major national wireless carrier
Following a period of rapid growth, the company was beginning to lose its grip on its national brand. As a result, different sales channels were using homemade marketing materials that made no attempt to follow corporate branding guidelines. In addition, some featured offers and promotions that were not financially sound. The company had already decided on the obvious solution: create centrally planned marketing campaigns and provide the sales channels with professionally printed collateral to support them. First Marketing was selected to develop materials that would be meaningful, effective and on brand.
Build a corporate brand that would be used consistently through all
sales channels.
Coordinate branded marketing efforts coast to coast to boost recognition of the brand by retail outlets and consumers.
Organize multiple sales channels using shared marketing strategies.
Nurture growth without adversely affecting customer relationships.
First Marketing worked closely with the company to promote monthly special offers that would provide customer incentives without adversely affecting the company’s financial performance. To ensure accelerated growth and increased profits, return on investment was closely monitored. At the same time, increasing client communication to ensure customer satisfaction remained a primary focus.
Gain knowledge about the client. In order to develop an encyclopedic knowledge of the client in a short amount of time, First Marketing appointed a senior account executive and a relationship manager to oversee all aspects of the program. The account executive developed an extremely close working partnership with her day-to-day contact within the company. In addition, First Marketing assigned a dedicated team of artists and writers to work solely on the account.
Develop the brand. First Marketing developed an array of branded creative materials for the company’s retail, indirect and online sales channels. In fact, First Marketing became an extension of the company’s internal marketing department, often providing new program ideas to facilitate business development efforts. For instance, First Marketing created a customer communications program that provided various touchpoints throughout each wireless customer’s lifecycle.
Coordinate programs. First Marketing seamlessly coordinated the myriad of programs and campaigns, in many cases adapting and supporting initiatives that had already been launched. This approach made it easy for the company to fulfill commitments to its customers and remain focused on execution.
Add value to the relationship. Above and beyond its initial role, First Marketing took charge of the tracking and reporting of the print and electronic marketing materials it had developed. Over time, the company came to rely increasingly on First Marketing to develop projects, such as direct mail materials, communications with retail dealers and an annual calendar. First Marketing’s in-house production, fulfillment and mailing services saved the confusion of working with different vendors on multiple high-volume products.
The company not only expanded its markets but also gained insight into the best channels for communicating with customers. After five years with First Marketing, the company had expanded its Internet presence, linking that crucial business vehicle to the company’s general brand and establishing it as a resource for customers and employees alike.
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