Public Relations Case Study

Business-to-Business Marketing Case Study >>>

Research

When beginning the CR technology communications program, Kanatsiz Communications ("KCOMM" or "Agency") faced several key problems including: (1) The client's limited knowledge of their market position, (2) A limited marketing/communications budget, and (3) The client's inability to forecast their business growth. The agency coordinated an integrated research project to measure these areas through quantitative and qualitative methods. Some of the research used in the analysis included sample selection, questionnaires, statistical analysis and in-depth interviews. The agency quickly formulated results based on CR Technology's client base, prospects, trade-editors and industry analysts from 3rd party organizations such as the International Printed Circuit Board Association (IPC), the American Electronics Association (AEA), and the Surface Mount Technology Association (SMTA).

KCOMM gathered powerful data based on the insights of these key audiences prior to program planning. The research was imperative to the overall objectives and strategies set forth in the campaign. The agency discovered that the client obtained less than 5% market share, less than $8 million in sales, and little or no name or product recognition. When interviewing editors from the electronics trade including: SMT Magazine, Advanced Packaging Magazine, Electronic Business, Circuits Assembly, and US Tech, ninety percent had never heard of CR Technology. KCOMM also conducted in-depth assessments of CR Technology's competitors during trade-shows and discovered many strengths and weaknesses which were soon applied to the overall communications campaign.

The sample selection, was disseminated via blast-fax, e-mail, direct mail, and posted to the Internet. With respect to questionnaires, the agency used their creative prowess to develop an in-depth survey, polling the recipient's knowledge of CR Technology and their association within the industry. The agency discovered that they faced significant challenges based on little or no market acceptance coupled with a very defined marketing budget.

Finally, when conducting content analysis, the agency invested a myriad of hours and resources into producing statistical facts. The research conducted throughout the program aided the agency with understanding the client's position within the industry and the objectives needed for a successful campaign.

Planning

With respect to planning, the agency focused a significant amount of resources and dollars into this important phase. KCOMM set up stringent objectives and strategies to meet the goals for the year. The objectives were to (1.) obtain substantial market share, (2.) generate qualified sales leads, (3.) increase name recognition, (4.) enhance product identification, and (5.) to be known as a leading manufacturer of X-ray and Vision Inspection Equipment. When evaluating the strategies the agency used their collective backgrounds and resources in the surface mount industry coupled with their strong understanding of marketing/communications disciplines. The strategies developed included an aggressive public relations campaign, a creative advertising program, a direct mail piece, an Internet presence, a stronger affiliation with third-party organizations, a newly designed trade show booth, and an in-depth marking analysis that was updated quarterly.

The agency was very original with their approach, KCOMM's understanding of the electronics industry gave the program a leg up among the competition. For example when putting together press releases and other public relations materials, the agency would disseminate in both traditional mediums i.e., mail, fax, as well as new technological paradigms such as the Internet, e-mail, and Internet fax. With respect to time-line, the agency was requested to produce an in-depth forecast for future programs. The time-line was broken into four segments. Segment 1 was dedicated to research and content analysis. Section 2 was the implementation of the public relations, advertising, direct mail and Internet programs. Section 3 was devoted to trade show booth development. And Section 4 was dedicated to program evaluation and agency review.

Part of the difficulties the agency faced included a limited marketing budget, and the client's low market exposure. CR Technology had allocated a budget of $200,000 for an integrated program launch. The agency knew that these monetary resources needed to stretch to their limit in order to make the program effective. Also, with the disadvantage of the client's little or no corporate/product recognition, the agency creatively identified the client's strengths and leveraged them to the market during the implementation phase.

Implementation

With respect to implementation, the agency developed marketing materials as well as a detailed schedule of KCOMM's services in accordance to the program. The materials developed for implementation included press releases, articles, a corporate profile, direct mail pieces, display ads, an Internet site, trade show booth design, and brochure development. All resources were disseminated in an aggressive manner resulting in an unprecedented amount of company growth, market acceptance, and product visibility (to be addressed in the evaluation section). The resource materials were sent to prospects via direct mail and to members of trade publications via e-mail, Internet, blast fax and tradition mail. Also, the agency enforced the highest level of quality control throughout the program. All marketing materials were triple checked and purple tagged prior to publication and client review.

The agency encountered some unexpected difficulties midway through implementation including product availability for press tours and the resignation of CR Technology's marketing specialist. Some of the challenges KCOMM also faced included budgetary constraints on ad and brochure development, customer testimonial quotes held up by legal departments, and the fear that production would not meet the demand brought on by the marketing program. The agency worked hard through the challenges and kept a tight focus on achieving the goals in a pro-active fashion. Legal departments were sent copyright notices regarding usage of quotes and product delivery was extended by 2 weeks to new customers.

Management support was spearheaded by Sinan Kanatsiz, Principal, KCOMM. Kanatsiz managed the implementation of the client's marketing and public relations program through his industry alliances and strategic marketing background. This led to qualified sales leads, public relations placements, and greater tradeshow positioning opportunities.

Evaluation

In Q4 the agency initiated an evaluation of the integrated business-to-business marketing program. In-conjunction, KCOMM and CR Technology assessed objectives, results and obstacles overcome since the planning phase. When looking at objective 1 (obtain substantial market share), the program moved the client up from zero or no market share to 15% (Electronic Engineering Times Magazine Feb. '99). Objective 2 (generate qualified sales leads), the agency accomplished an unrivaled 124% profit growth and 174% sales growth which brought the company from 8 million to 18 million within the year. Objective 3 (enhance name recognition), through an aggressive communications program, CR Technology bolstered the competition with name acceptance and understanding among the industry. The agency measured their goals through in-depth interviews with editors, analysts, customers, and competitors of CR Technology.

The objective set in the time-line was met and surpassed in a significant manner coupled with an overall savings of $20,000 for the year. Final expenditures with respect to the budget were 10% lower than originally anticipated. This factor, along with the company's financial gain based on the pro-active marketing program, pleased the client significantly. Recently, Kanatsiz Communications has been invited by local PRSSA chapters and universities to overview the CR Technology campaign.

Finally a statistical research analysis was launched to evaluate the results generated from the communications program. Results for the year were, 110 news release placements, 14 feature story article placements, and 4 prestigious industry awards including: Best in Test (Test & Measurement World), Fastest Growing Manufacturer (Industry Week), Most Innovative Product Technology (American Electronics Association), and Emerging Private Company (Frost and Sullivan). CR Technology's ads pulled the highest return from a product and corporate campaign, as sworn by the publishers of SMT Magazine, Advanced Packaging and Electronic Business. Editorial bookings at trade shows were also at an all-time high. KCOMM secured an average of 45 editorial meetings and demonstrations during each trade show. All timelines were met and budgets were never exceeded. During the beginning phases of the campaign, CR Technology was merely a needle in a haystack, today, they are viewed and respected as an industry leader of X-ray and Vision Inspection Equipment in the Surface Mount Industry.

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