Case Study
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This is just one of several case
studies on the site. For a complete index of case studies
available click here.
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| Client |
Cleco,
Market Harborough |
| Project |
Automated
VNA Technology Launch |
| Objective |
Create
impact and market awareness / demand |
| Brief |
A
new technology which can make considerable savings compared to
manual systems, yet incorporates the same basic equipment - VNA
trucks. Sales target is initially a small number of systems. |
| Duration |
April
- July 1999 |
| Activities |
There are several elements to this ongoing campaign and more
will be added in the near future.
[PR] [ADVERTISING]
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| Result |
It is too early
to assess the overall impact of this campaign, but significant
trade press coverage in key magazines
has already been achieved. The advertisement certainly made an
impact with at least one Logistics consultant we know! |
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PR support
 A busy list of PR
activities has included a press launch at Cranfield, where over a doze n
trade and technical publications were represented during an in depth
presentation featuring video footage of an automated VNA installation.
There was also a press visit to the first UK automated VNA installation
to be completed at Spicers in Cambridge.
Automated VNA is not technology for technology's sake, there are serious business benefits to be
gained. We worked closely with the client to produce detailed cost /
benefit comparisons for inclusion in the press packs.
 The press packs included detailed product
launch and case study press releases / articles together with a CD ROM.
Continuing the vigorous media relations campaign, jargon-free press
packs were sent to the non-specialist press focusing on the financial
benefits of VNA automation.
The coverage so far has been great - click here
for some examples.
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All of the press pack sheets can
be viewed by the journalists on the Extranet section of this site. Please contact the webmaster
for an Extranet password.
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Advertising
A very unusual and creative advertisement has been produced, first
seen in the April 1999 issue of Storage Handling & Distribution
magazine.
 In order to achieve
the required 'prominent dominant' look, the interactive advertisement
includes an early right-hand page and the outside back cover of the
magazine, bound with a band.
When the band is opened, the full picture of the Cleco Condor is revealed.
The beauty of this solution is that readers will have to undo the band
in order to read the magazine, virtually guaranteeing that all readers
will have the maximum opportunity to receive  our
strong marketing message.
Before opening the band, the back page is seen as a teaser, which after
the band has been opened reveals key sales messages and contact details.
A single page execution of the advertisement has also been prepared.
Click here for a PDF version.
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