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Kemppi Australia - Trade Show Success

Background:

Kemppi Australia is a local subsidiary of a leading Finnish Welding Machine manufacturer.  They’ve been in Australia for many years and enjoy an enviable reputation for innovation, quality and reliability.

However, facing greater competition from cheap Asian imports and a dwindling Australian manufacturing sector, Kemppi needed to ramp up its local marketing activities.

Part of this was to exhibit at National Manufacturing Week 2010 (NMW2010) in Sydney.

This was the situation we faced:

• Tight deadline of 5 weeks before the show began.
• There was no marketing strategy to ensure a good return on investment.  i.e. No pre, during or post show marketing activities were in place.
• Didn’t have a draw card as to why people should take the time to visit them at the show
• Didn’t have a strategy on how to communicate with potential visitors before, during and after the show
• Had a good list of prospects and clients that they wanted to invite to the show
• No personalised invitations to the show were considered
• Their Sales Team consisted of experienced welders, each of them a specialist in a given field.  However, they knew very little about how to work a tradeshow.
• The overall cost of attendance at the show would cost the company well over $100,000 – so we had to pull out all stops to get a positive ROI on the show.

Perenso - Sales Force Automation

Background:

Perenso has been a world leader in sales force automation and CRM software since 1994.

Over 50% of the leading pharmaceutical supply organisations in Australia, rely on the Perenso system to run their sales business more efficiently.

Perenso forms an integral part of any organisation’s operation and not something taken on board lightly.

The Goal:

• Crack into new markets for sales force automation – Specifically the Fast Moving Consumer Goods (FMCG) market – one where they had no track record.
• Sell an extra 2000-3000 seats in next 1 to 2 years (They get paid a monthly fee per seat)
• Reduce risk of a one shot sales call and you’re out
• Reduce the sales qualification time and effort – so they could get more sales, faster – leading to more profit.
• Ease the prospecting burden on the sales team so they can concentrate on doing the real job of sales – conversion.

Right Group - Marketing Case Study

Background:

The Right Group is a leading Property Buyer’s Agency based in Sydney.

Having extensively helped one of the principals, Victor Kumar build up a Mortgage Broking business in 2005, he invited us to help him and his new business partner build up their Property Buyer’s agency.

The Right Group’s marketing revolved around running a property buyer’s education club which offered fortnightly seminars on various topics regarding property investment. 

They knew that people in the club were prime prospects for their services, so wanted to do a number of things… 

• Increase the buyer’s agency fees from $5,500 per property selection to $6,996 as the first step, to ultimately raise it to $12,000 per transaction.
• Grow the database to increase the number of seminar attendees at the fortnightly meetings – as more people meant more potential sales. 
• Increase the sales conversion at the fortnightly seminars so that they moved from purely educational content to actually selling properties.
• Improve the presentation and streamline the sales message by positioning the presenters and owners as the “go to guys” in the industry in Sydney

Optima Solutions - Trade Show Success

Background: 

Optima Solutions sells merchandise protection systems to retailers in Australia. 

They also have a range of physical security products that stop people stealing desktop and laptop computers. 

John, the Managing Director, had decided to take out a booth at the Cebit Technology Show in Sydney. 

Cebit has over 700+ exhibitors and attracts thousands of attendees every year and was an ideal opportunity for Optima to display its wares. 

A major issue with a large exhibition is theft. With thousands of people streaming past every day, stuff walks! So if you don’t want to have to constantly keep one eye on your laptops while talking with prospects, some form of physical security is useful. 

Given this, we realised that fellow exhibitors were actually a perfect target for their product, which is a security clamp for a desk top and/or lap top computer to protect against theft. 

So it made absolute sense to promote these security devices to other exhibitors at the show, some of whom were large corporations John had unsuccessfully been trying to target.