| Client |
Key Industrial Equipment, Verwood |
| Project |
Launch of New eProcurement Platform incorporating Webshop and online catalogue |
| Objective |
To create high levels of awareness amongst current and prospect Key customers of new eProcurement offerings via a launch to top level editors representing relevant media.
|
| Brief |
Key, the market leader in distance selling of industrial products, mainly through catalogues, needed to make a big impact with the launch of their new eProcurement solutions. Key's suite of new eProcurement products represent a substantial investment by parent company Manutan in bringing the very latest ebusiness technology to Key's operations in the UK. This differentiates the Key service offer in the marketplace and elevates Key above traditional 'mail order' business into the new realm of high-tech 'distance selling' harnessing the full potential of the internet through state-of-the art, purpose-built procurement software.
|
| Duration |
End of February to end August 2002
|
| Activities |
The main launch activity comprised a high-level press business luncheon held at the end of February at an exclusive central London venue The Savoy - with senior representation from Key and from the parent Manutan Group. At this launch, releases provided both easy-reading overviews and more technically oriented detail of various products and services. An up-tempo, 'boxing theme' multi-media presentation highlighted the 'punchout' feature which was central to the functionality of the eProcurement solution. All material was available on CD-ROM.
This was a precursor to the general roll-out of further press information to a wider group of relevant media. An advertising campaign in targeted media supported editorial initiatives.
.
|
| Result |
The impact of this well-attended media launch was immediately apparent. A high level of reporting was recorded in almost all targeted media, supported by generous use of colour visual material supplied. This was sustained over a six-month period.
Conservative estimates indicate that the client has achieved at least a 5-1 EPV for coverage secured against the actual launch investment (publicity value over 5 times the actual cost). Favourable comment from the industry and from Key customers have been fed back to The Marketing Management Office - to the effect that every time a trade publication was opened during the campaign period, Key and their new eProcurement offering was impossible to avoid !
|