CAMPAIGNS: BUSINESS-TO-BUSINESS; Homing in on small business

Client: Securicor Cellular Services PR Team: The Reputation Managers Campaign: The Winning Business Awards Timescale: September to May annually Cost: pounds 40,000

Client: Securicor Cellular Services

PR Team: The Reputation Managers

Campaign: The Winning Business Awards

Timescale: September to May annually

Cost: pounds 40,000



TRM wished to promote mobile phone service provider, Securicor Cellular

Systems (SCS) to small businesses which represents a large potential

market for mobile phone services. However SCS was not considered to have

any real news to communicate. Since the small business sector is a very

diverse market to reach, the creation of a national business award was

considered a useful means of attracting the interest of a wide range of

industries. The Winning Business Awards are now in their fourth year.



Objectives



To promote SCS as an ally of small businesses, establish a small

business database and build a relationship between them and SCS dealers.



Tactics



Gaining the support of the Federation of Small Businesses gave the award

scheme valuable third party endorsement and provided SCS with a database

of 80,000 small businesses.



Following launch publicity using all types of media, small businesses

were contacted through their local SCS dealer from whom entry forms have

to be collected, thus establishing a local relationship.



Regional media contact and press releases also highlighted local SCS

dealers and their location. The diversity of industries taking part in

the awards gave opportunities for a wide range of trade press to be

targeted with customised press releases.



Creative photography shoots were organised for this year’s winners and

will be used for next year’s publicity. This year’s winners are also

being encouraged to use the award logo on their stationery.



Results



This year’s campaign generated 115 articles and radio and TV coverage

over a nine month period. The effect on SCS has not been measured. The

client does not think that there has been a direct benefit to the bottom

line but believes that the awards have created greater awareness of its

services and established relationships between dealers and small

businesses.



Verdict



The profile of the awards has risen significantly in the last four years

and next year’s awards will probably uses SCS in the title to ensure

that they are more firmly identified with the company. The scope of the

awards is also being increased with banks with small business advisers

being circulated with details.



The awards wisely ensure that small businesses have to contact their

local SCS dealer which opens up a valuable communications channel. It

also provides almost year-round coverage. However, this year’s winner,

La Baguette du Jour is not a SCS user and service endorsement by winners

would be useful.



Dealers find the awards a useful point of contact with potential clients

although one said that it should be publicised better as more applicants

are needed. While the client is happy with the level of media coverage,

there could be some attempt to gauge the effect of this on business

volume and on small businesses. It may be that supplementary PR

programmes are needed to cement relationships.



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