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Case Studies

 

Fieldworks Marketing ‘Fieldworks Connections’ campaign

Fieldworks Marketing ‘Fieldworks Connections’ campaign

Objective

To take advantage of social media to build our own social media outlet.

To build a business networking community aimed at retailers and other stakeholders in the retail industry, providing news resources (original news with some aggregation), networking, and a forum to exchange ideas.

To use social media, events, direct mail and PR to re-inforce Fieldworks Marketing’s position as the leading retail marketing agency.

Strategy

Fieldworks Marketing already ran regular networking events for retailers, vendors, press and consultants. We identified a need for a community that would provide an on line forum for the exchange of ideas about the benefits of IT and professional services, for the retail industry.

We developed the idea of creating a networking site that would provide a one stop resource for retail professionals. The site has been developed with ‘white label’ capabilities, so that it can easily be deployed by clients.

This is of benefit in a market where traditional media is diminishing in size, reach and influence. It provides users with the capability to take control of their messaging, in an immediate and fluid manner. The community sites can be used to manage and drive campaigns, recruitment and management for events, and as a resource to share news and views.

Implementation

An integrated campaign of activities comprising Fieldworks Connections website, networking events, social media campaigns (LinkedIn, facebook, twitter), PR, direct mail, telemarketing campaigns, e-mail campaigns.

Results

155 members within six months with no formal recruitment campaign. Twelve sales leads which has led to seven committed pieces of business and creation of a network that is now regularly attending Fieldworks Connections events – on average 50 delegates per event.

Creativity / originality

The success of the Fieldworks Connections community has been such that this method of deploying campaigns has been replicated for Fieldworks clients.

An example of this, is for our client K3 Retail, who briefed us to organise an event targeted at retail consultants, a notoriously difficult network of people to engage with. Using this model, we successfully campaigned and organised an event that attracted 15 of the 20 key UK retail consultants and reached them all through a dedicated community web site.

“We’re delighted with the hard work Fieldworks put into developing networks across the retail industry. They’re leading the way in bridging the gap between vendor and IT user with some innovative high quality events and activity – well done – keep it up!,” said Nigel Stephenson, Marketing Manager, K3 Retail & Business Solutions

There is no similar site yet running that combines networking, original content and media ownership.

AJR
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