Transactions Marketing, Inc.

Telecommunications Systems

 

Firm:
The client was a five year old, US-based assembler and marketer of telecommunications test and control systems. Although it pioneered the corporate end user market for non-intrusive, "on-the-fly"desktop systems and held a patent protecting its switch interface method, the firm had been unable to capitalize on its early lead.

Project:
During the six month period centered on the initial public offering, TMI's principal functioned as senior marketing officer for the client. In a cash-short environment and without staff, the objectives were to create a high visibility platform for the offering, structure a marketing program and support a new VP Sales with corporate network management background but limited sales experience.

Results:

  1. Developed and implemented a trade press and investor publicity program, including the IPO roadshow. (The IPO was a sellout, including the underwriter's allotment).
  2. Designed and implemented a lead generation program which in a 3 month period produced a 400% increase in qualified end user leads, tripled sales and resulted in the firm's first profitable quarter.
  3. Defined and established a customer service function, identifying several recurring product reliability problems for engineering. Instituted monthly customer training classes, a proactive calling program and factory installation of systems.
  4. Organized and implemented the firm's first user groups, 4 trade shows and a visit by the state governor.
  5. Developed marketing strategy and budget, competitive data bank, sales aids, new product literature, field sales and distributor support materials.

 

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