Forcelink communication campaign (December 2010)

Thèmes abordés

Stategy for an efficient forcelink Communication campaign: Direct marketing, Personal selling, Public relation,Advertising sales promotion,

Résumé du document

Forcelink is a company which proposes an innovative service to improve work efficiency. It is a mobile workforce management system that allows any organization to issue work electronically to their field staff and receive update from staff, via standard WAP (Wireless Application Protocol) enabled mobile phones.

Forcelink was designed for both small and large organizations, which wish to replace paperwork between the back office and the field workforce with an electronic work flow process. The software is to be used to keep employees connected with the back office while allowing the company to save money in the long run as well. Forcelink is ideally suited for organizations that does any type of geographical areas: utilities, telecom, transport and logistics companies.
Forcelink service is like a technological breakthrough which permits the companies to improve the productivity. It might become essential to manage work teams in the future but currently it is not really known. Our aim is to develop the awareness of the company and its service, to create a brand image. We can establish a strategy for reaching this goal with the integration of marketing tools: direct marketing, public relation and personal selling.

Extraits

[...] We had two mains ideas: - Forcelink product is a very innovative and new technology so it is quite unknown yet. As a result we would propose a trial offer for one month for each new applicant company. The aim of this offer would be for the companies to know if Forcelink software is really efficient for their work, to measure the effective advantage of the technology. - Forcelink is a startup company and so it needs to create sustainable customers in order to stay profitable on a long term. [...]

[...] It is a very personal way of informing potential clients about this particular software. Forcelink is new software and is not very well know by companies in technology which are there target customers. Personal selling is very useful when proving very technical information. People are general unsure when it comes to new technology. They struggle to understand how the software operates. They would have the sales force demonstrate how to operate the software in front of them so this would clear up any problems that they might have. [...]

[...] Plus, linking this tool to our PR and personal selling strategy should be genius. So that contacting clients and media should be easier. We are positive that our integrated marketing communication campaign could improve Forcelink awareness, develop the brand and as a result increase company's profits References Wikipedia,Sales promotion , (2010),Available at: http://en.wikipedia.org/wiki/Sales_promotion (Acessed on November 16th 2010) KnowThis LLC, (2010), Sales promotion, Available at: http://www.knowthis.com/principles-of-marketing-tutorials/sales- promotion/what-is-sales-promotion/ (Accessed on October 26th 2010) Wright, R. (2000). Advertising. Essex, England: Pearson Education Limited. Lawler M., (1998) Direct Marketing in Ireland, Dublin: Oack tree press. [...]

[...] We would be pay 30% of revenues, but in turn will bring in revenue to Forcelink in maybe 100K 165 users). Challenge: 3. Public relations: Publics Relations is one of the three tools that we have chosen for our marketing communication strategy for Forcelink. To introduce this tool we have to say that there is a link between this tool and direct marketing. Indeed to target companies and be confident in this tool, we need to use direct marketing. The main idea that we have to promote Forcelink software with Publics Relations is to organize conferences in order to raise awareness of Forcelink and its service. [...]

[...] To complete our package to them we will add commission on you the best sales team. This will be in the forms of bonuses and increased pay. Sales strategy We have decided on a sales strategy that we think would be the most beneficial for Forcelink and we have broken this down into various areas which will be outlined below. The companies we plan to target our strategy on are your main customers in the fields of transport, utilities, and telecommunications Job analysis and description: the main role of sales rep is to build the customer relationship. [...]