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Based in Cannock, the company designs, manufactures and supplies temporary and emergency power distribution equipment. Customers include events and concert organisers, generator rental companies, supermarkets, the military, construction sites, the offshore sector and many more.

Background

Since establishment in 1994 the company has experienced healthy growth. A few years ago a separate rental division was established and now forms a substantial part of the business. Also, to give better coverage in London and the South East, a new depot was established in Thurrock, Essex in June 2009.

Over the last 15 years ide Systems have built up a reputation for high quality products and service. This has lead to them providing equipment for many prestigious events including the British Open; Glastonbury; Christmas fairs in Birmingham, London and Manchester.

Business Development In The Past

Business development used to be very much on an ad hoc basis. It was a combination of word of mouth and, for example, expenditure on exhibitions, literature and trade advertising. As a result of this uncoordinated approach, it was difficult to assess results and whether or not the company was getting value for money.

The company did carry out some direct mail but there wasn’t a dedicated marketing database. In fact there were in effect several databases within the company, all designed to different criteria.

Scott Britten's Solution

Scott Britten now work with ide Systems as an outsourced business development department.
The first step was to set up VIEW. This has given ide Systems a properly designed marketing database that brings together all the previous databases that existed within the company.
As a result the company can now carry out highly targeted mail, telephone and email campaigns that can be coordinated with media advertising and the website.
Information is then transmitted to the sales staff, making the whole marketing/sales approach much more effective and cost effective.

To manage the business development function, monthly Business Development Meetings have been set up. This is a forum for senior managers at ide Systems and Scott Britten to go through actions to date and set actions for the future. To help with this a series of monitors and controls has been established, covering such information as sales, enquiries, web stats., database updates and campaign results.

Outcome

• The company has been able to establish a professional business development department without committing to taking on full time staff.
• Is using modern methods
• Has an up to date, database of key decision makers.
• Integrated marketing and sales.
• Increased enquiry levels
• Nearly 3000 qualified email addresses
• More effective use of other communication tools such as advertising and exhibitions.