Case studies > Supporting growth in the UK, France & Germany through integrated comms
The Brief
DataFlux appointed kwittken + company to launch its brand in the UK, France and Germany and to deliver a communications programme that would support the in-country leads to generate sales. The key objective in the early phase was to build awareness amongst prospective customer about data management, its benefits and application. An issues-based campaign was focused on the business, trade and online media. The programme focus switched in the second year to help deliver high quality leads for the direct European sales force. This involved developing a full integrated communications and marketing programme consisting of media relations, thought leadership activity, speaker opportunities, customer events, media buying, awards and digital outreach.
The Result
kwittken + company's strategic approach to communications meant it was able to successfully build DataFlux’s market position, develop and deliver core messages and to respond to commercial needs. In principle, this is achieved by focusing on the business messages and not just the technology to bring the subject alive and make it relevant for target audiences. A typical month sees 570 leads generated across Europe and approximately 1.5 million opportunities to see the DataFlux brand within key titles (average Jan-March 09). In the wake of the financial crisis, European financial services was identified as a growth sector for DataFlux. To support outreach to this sector, kwittken + company commissioned some research on the sector which generated 40 articles in key publications such as City AM as well as multiple leads. kwittken + company regularly generates over 40 pieces of coverage a month across the UK, France and Germany – including articles in titles such as the Financial Times, The Daily Telegraph and The Guardian). Annually, kwittken + company secures 15 plus speaking opportunities for key spokespeople. DataFlux’s increased brand awareness - noted by analyst Gartner – has delivered leads that have helped to secure major enterprise customers such as Barclays, Norwich Union, InBev and Elsevier.