OBJECTIVE

Topcall supplies multi-platform fax servers for the LAN and DP environments. SG worked for both for the UK subsidiary and for the international headquarters in Austria.

The International Marketing Director wished to meet with American messaging analysts so as to gain favourable exposure for Topcall in their future reports. Having achieved this goal the client then wanted an in-depth 'Scouting Report' to be produced by Peter Davidson, the leading luminary in this area.

With the goal of a single mail box, Topcall needed to form alliances and partnerships with a number of suppliers. However, the client did not have the time or the resources to locate these companies individually. SG therefore developed a strategy to give sufficient exposure to attract these partners.

RESULTS

SG produced a l4-page Positioning Document which included a high level overview of the market and Topcall's position in it, mission statement, business case, strategic direction, standards addressed, key executives etc.

SG identified the key analysts in this market and arranged meetings for the International Marketing Director. Where meetings were not possible telephone interviews were organised. As a result, the company obtained favourable coverage in a number of the leading messaging analysts' reports which were leveraged not only in the USA but worldwide.

A highly complimentary 6-page Scouting Report was published by Davidson Consulting. SG drafted direct mail letters highlighting how the company's key messages were favourably endorsed by the Report. This material was fully exploited by the company managers worldwide and is still being used to generate enquiries and sales.

Regular low cost mailings are sent to the multipliers' list on a regular basis and it is understood that this has attracted interest from some American suppliers who are now in negotiation with Topcall International GesmbH.

Fred Zimmer, International Marketing Manager for Topcall International GesmbH, commenting on the US project said : "This campaign introduced Topcall to the most important American Analysts in the messaging industry. Through the contacts arranged by Ms Goodsell, our marketing director was able to hold face-to-face discussions with a number of industry analysts. On the basis of these contacts, Topcall has been able to achieve considerable public recognition in the USA ... over a period of several months, Ms Goodsell smoothly co-ordinated our work with respected analysts (who are) influential in the areas of e-mail and fax."

In the UK, the IBM press release announcing the agreement with Topcall produced "several hundred" enquiries in the UK alone which were converted to sales within weeks. Again, the release is still being leveraged. Due to its favourable content and accurate positioning of the product, the content of the release is also used extensively by managers in other countries.

In addition, the IBM press release generated favourable press coverage which positioned both IBM and Topcall accurately.

While the IBM agreement was being negotiated, SG identified and was able to rescue a situation in which IBM was likely to be criticised for a gap in its messaging offering. Naturally this involved the promotion of Topcall. The IBM project was replicated with other companies and these also produced quality enquiries and sales.

By leveraging research produced by larger companies, Topcall was seen as a 'heavyweight' company, able to call on recent and authoritative research in support of its communications.

When Peter Davidson visited London SG arranged for him to meet key UK messaging journalists and PD remains a key contact for future liaison.

The UK MD, Martin Hannah, frequently used SG as a general counsellor on business matters : "In a world where it is always hard to create a leading market position from scratch, Sally Goodsell, whom I have now worked with for 4 years, can be utilised as a `secret weapon' which leaves competitors demoralised in the face of one's meteoric rise. As MD of Verimation Limited I worked with Sally to overcome our lack of recognition in the marketplace. This problem was reversed completely within l2 months and we were perceived as the leading IBM alternative in the mainframe e-mail market. Our press profile jumped ahead of our real position in the market initially, but then the press coverage became self fulfilling - Verimation UK became the fastest growing out of its l2 subsidiaries.

"Today I am MD of Topcall UK Limited ... only now do I realise the extent to which we comprehensively defeated the mainframe opposition ... as I meet with old adversaries who still can't understand why they lost so much of the market to Verimation, or why they read almost weekly of all our successes and their failings in publications from Computing to the Financial Times. Reactions from my old competitors range from barely disguised hate to sneaking admiration and relief that Sally and I are now `inside the tent' ... Our parent company together with other Topcall subsidiaries who have recognised Sally's talent are queuing up for her services. It isn't the first time ...

"I was also a member of the Topcall International `Marketing Board' ... because I had Sally I was the only Country Manager that could make any suggestions that were practical and cost effective - suggestions that couldleverage my existinginvestment to do something essential but completely new at an international level. Whilst other country managers get frustrated because their parent company won't change their outlook, I have actually been able to get change because they respect Sally, her credentials and the work she has done for me and her other clients.

"It may already be evident to you that Sally is more than a PR agent with a good grasp of IT and Communications. Sally understands strategic marketing issues, direct mail and third party relationships. Her involvement in Topcall UK marketing is across the board, as it was at Verimation, but Sally is also more than a UK asset.

"I would not hesitate to recommend Sally to anyone, except, of course, a competitor - especially a mouse that wants to roar!"

STRATEGY AND TACTICS

Due to the international client being based in Vienna and there being very little time, the American analyst programme was implemented by phone. As there were no corporate strategy documents available SG reviewed the messaging market, with particular reference to the USA, assimilated this with the client interviews and produced a comprehensive strategy document for use during the analyst meetings.

SG met with Peter Davidson to research the constituents of a successful Scouting Report. She then liaised with the country managers worldwide and contacted their recommended European and US users to check their suitability.

SG researched and developed a mailing list of key `multipliers' whom Topcall International could mail on a regular basis.

In the UK, so as to emulate the multi-platform nature of the product, there was a strategy of leveraging opportunities with a variety of third party companies. The UK MD was able to negotiate an agreement with IBM whereby IBM would include the client's product in its Enterprise Messaging offering and Topcall would give assistance with press exposure. SG worked with IBM's Press Communications Adviser to produce a press release accurately positioning Topcall and containing favourable quotes for the MD to use in future marketing communications.

During the IBM negotiation, SG established a good working relationship with the IBM Enterprise executive. SG produced scripted slides about Topcall for IBM's national 'Vision' presentation.