Case Studies

Qcom

Qcom Maintenance Ltd is a leading provider of maintenance and outsourced technical services. After a period of rapid growth and change, the company was looking to establish a better profile in the market place, building understanding of the company’s service offering and delivering sales growth.

To meet this need, Leader provided a fully outsourced marketing service, delivering everything from strategic planning through to full service implementation.

Leader’s first step was to establish a comprehensive communication programme for Qcom, aimed at building relationships with both existing companies (‘super-pleasing’) and identified sales targets. This programme included regular print mailers, e-zine / email bulletins, printed newsletters, regular news releases and website updates.

However, in a competitive market characterised by complex routes to markets, Leader advised that one message to all markets would not be sufficient. Working closely with the client, the Leader team helped identify and segment new markets, developing new corporate positionings and strategies appropriate to each.

We then set about repositioning of the company’s marketing materials in line with the strategic review of audience and messages, maintaining and building on the existing programme of customer communications while beginning direct and indirect communications in the growth market sectors.

In the two years that Leader has provided an outsourced marketing service to Qcom, the company has seen sales rise by 20%. A full stakeholder communications programme has proved highly effective, and a suite of sales and marketing materials have been developed, redesigned or tailored for a better fit with the requirements of target audiences.

Managing director Neil Anderson said:

“I had worked with Leader on a number of previous occasions, and each time they delivered successful projects which built sales and raised profile. When we decided to move towards a more sustained programme of marketing and communications, Leader was the logical choice.

“What sets Leader apart is the ability to provide the blend of strategic thinking and first class implementation required to deliver a truly outsourced marketing service.”