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 Marketing Activities for the Asia Pacific Region Client: The Client is an American software company manufacturing PC utility software programs. Project Overview: As part of their marketing budget for the Australasian region, the client wanted to set up a co-operative advertising program as part of their marketing budget. However, the management of such programs is especially difficult for a foreign company. The client therefore contracted SGS to develop a co-operative advertising program that would increase sales in the territory. Challenge: To manage the co-op advertising program such that: · The Client got the best value for the funds spent · The Client has a greater degree of control over the program · Advertisements were placed for maximum effect. There were four crucial steps in the management of the co-op program: 1. To ensure that the advertising got to the target market that purchase the Client's products 2. To develop a process that measured the effectiveness of each advertising program 3. To verify that advertising placed by distributors was in accordance with the Client's wishes in terms of the right target market and right publications 4. To process the claim from distributors - claims can often take a long time to get back to a client. Often the client has no knowledge of the advertisements placed, and no control over backdated claims. Solution: As part of our marketing budget management program, SGS set up a procedure for managing the co-op programs, working closely with both the Client and distributors to ensure the effectiveness and integrity of the programs. We implemented a sales hotline, 1800 services, qualified all sales enquiries, referred leads to the channel, and measured the results. Project Details: · Worked closely with client to determine the client's preferred target market and publications · Worked closely with distributors to ensure that the advertising placed by the distributors was targeted at the right market and in the right publications as stipulated by the client · Set up a procedure by which to ensure that the claims made by distributors for advertising were for content which had been officially approved · Verified that the claims were in accordance with approved expenditure · Set up a measurement program to measure the sales and effects of each advertising program. |
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