|
COPYRIGHT 2004 MarketingSherpa, Inc.
CHALLENGE: "Our accounts are on four continents, and anywhere from less than $100,000 per year to several million per year," says Fairchild Semiconductor (NYSE:FCS) Market Development Manager Claudia Innes.
In winter 2002-2003, Fairchild tested running a series of free day-long seminars around the world. The idea was to present such compelling content for design engineers that they'd eagerly attend, build face-to-face relationships with sales reps, and be more likely to include Fairchild's products in their design specs from then on.
Results were mixed.
On one hand, only 30% of RSVPs actually showed up, which meant the average seminar might only have 10-15 attendees instead of the optimum 40-80 Innes was hoping for.
On the other hand, sales showed the seminars were worth investing in. So, for winter 2003-2004 Innes was determined to tweak every aspect of Fairchild's seminar program to get better results.
CAMPAIGN: Because the idea was now a proven one, Innes first focused on how she could promote the seminars and coordinate with sales in a more streamlined, measurable fashion. So, she invested in a lead management system that would allow her to collect...
Read the full article for free courtesy of your local library.
|
Bookmark this article
Print this article
Link to this article
Email this article
Digg It!
Add to del.icio.us
RSS
