CONNECTIONS 2000 - THE MARKETING AWARDS: Best use of communications technology to generate new business leads

WINNER

Client: Aviation Briefing (avbrief.com);

Agency: Telecom Potential Group.

HIGHLY COMMENDED

Client: Pharmacia Corporation

Agency: Sitel Corporation

WINNER

Aviation Briefing (www.avbrief.com) was set up by five pilots to provide worldwide flight information, especially weather data.

Two years ago, research showed that UK pilots wanted a better service.

Months of negotiation eventually led to Met Office data being made available via satellite. Every 30 minutes, Avbrief's software also updates complex weather data from thousands of airports worldwide.

Last November, 1000 pilots were offered a

free trial of the service. Within five days, almost 40% had signed up.

The company aimed for 1000 subscribers in its first year and gained 2000.

The service was designed for private pilots, but its reputation for customer focus and efficiency has led to subscription applications from 60 commercial customers, including two airlines, the British forces and the UN in Bosnia.

Hosting, customer communications consultancy and service have been provided by Telecom Potential.

HIGHLY COMMENDED

For its Regaine product - designed to counter hair loss - Pharmacia has appointed Sitel to develop an interactive customer relationship management strategy for inbound and outbound communications.

It is responsible for ensuring that the brand is seen positively - as being trustworthy and reliable.

All enquiries from consumers, resulting from media advertising or the company web site, are channelled through Sitel. But this is only the first step in converting initial leads into active customers. Using data gathered from questionnaires, Sitel has built an 11,000-strong segmented database.

Further communications are sent out at intervals to build trust in Regaine.

It is a measure of the sensitive way in which the emotive issue of hair loss is handled that less than 10% of people on the database are actively using the product, whereas almost 80% are considering its use and have said they would like to continue receiving information.

This article was first published on Marketing