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TEKTRONIX
Initially, alcheme creative was brought in to Tektronix
to help launch a new sales blitz for the Services department.
As part of the more traditional set of activities
including sub-brand development, messaging, and web design, alcheme also
conducted a brief survey of both the installed base (existing clients)
and internal sales personnel. This allowed us to identify critical pain
points for the customers as well as uncover some barriers to purchase.
Working directly with the sales team gave them a rare opportunity to
participate in the marketing decision-making process. We were able to
create tools they really needed, and won terrific buy-in from the whole
sales force.
Coming off of the success in the Services arena, alcheme
was invited to participate in several product roll-outs and promotional
campaigns throughout the company.
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We’re perhaps most proud of an achievement that we can’t
easily show in a snapshot: As part of the Services launch, we helped the
Senior Managing Director set up a comprehensive marketing plan for 2006,
as well as a clearly-defined structure and timeline for launching each
new campaign. That structure included regular and frequent participation
from both the Sales and Internal Branding departments which, to that
point, hadn’t been invited to review materials until just prior to
print.
The result was improved communication of the marketing
initiatives across the various departments being impacted, a more
consistent use of the Tektronix brand, and fewer surprises for the
Marketing department to manage. |
