Beeline research initiative builds Prescient business

"Beeline" products are items that consumers rush out to the store to replace as soon as they run out.

"Beeline" products are items that consumers rush out to the store to replace as soon as they run out.

Prescient Applied Intelligence, an IT company that sells planning and forecasting software to retail and manufacturing clients, worked with Jack Horner Communications (JHC) on a research-based campaign that demonstrates how PR can actually end up generating new business offerings.

Strategy

Prescient knew that its clients would love to have more information about what Beeline products are and what consumers think of them. It teamed with JHC to conduct related research. "This is a classic research-driven campaign," says JHC president Jack Horner. "It was nice to go in with the idea and have the research take us from there." Once Prescient had the information it needed, the team focused on pushing it out to clients and the media, and even began to build a business offering based on the Beeline idea.

Tactics

"Over half the products on the [Beeline] list are manufactured or sold by the clients we serve," notes Prescient director of marketing Betsy Hargus. To bring the information to its clients, the agency presented it at the Prescient Annual Client Exchange (PACE), an annual client conference. The agency also assembled a press kit and targeted specific trade and consumer media outlets.

Results

In addition to pickup in critical trade publications, Prescient's clients were excited about what amounted to free customer intelligence. To capitalize, the company is starting a special Dairy Practice Group targeting clients in that industry. Why? Because milk is the number one beeline product.

Future

JHC and Prescient will continue working together and will roll out the Dairy Practice Group at next year's PACE conference.

PR team: Prescient (West Chester, PA) and Jack Horner Communications (Philadelphia)

Campaign: Prescient Beeline Products launch

Duration: May to June 2006

Budget: $10,000

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