Client: Highbury Columbus Travel
(a subsidiary of Highbury House PLC)
Year one. To increase the book sales of 2 travel trade books in Malaysia, Thailand and Singapore and develop the advertising sales revenue of those publications in the countries.
Year two - three. Extend the territories to include Hong Kong, Macau, Indonesia,
Vietnam, Brunei and the Philippines.
Recruit sales manager and professionals to sell in target markets. Train sales
team. Identity prospects for book sales and advertising. Develop lead management
system, territory management system account management system and remuneration
system. Develop tools for forecasting, team selling, account management and sales
analytics. Develop marketing material and data and sales analytics. Develop communication
processes for relationships with clients. Develop monitoring tools to maintain
profitable relationships with clients.
Increased sales in the first year by more than 1,000% in Malaysia
and Singapore. Introduced successful and innovative processes that were adopted
in the company HQ in London.
Re-brand personal computer stores acquired from NYNEX under the IBM name. IBM
wanted visibility for the re-branding, especially among corporate and IT decision-makers.
To kick off a national newspaper advertising campaign in cities where the stores were located, we determined a high-impact, buzz-generating event was required. For only the third-time in history, the Wall Street Journal published an advertorial. The 16-page advertorial contained contributions from Steve Jobs, Bill Gates, and other industry luminaries, including Bill Gates. The centerpiece was a contribution from Tom Peters. The advertorial was placed in the seats of all New York City-Boston and New York City - Washington DC shuttle flights that day. Copies were also available in all stores, and were subsequently used in a direct mail campaign to Fortune 1000 executives.
More than $10 million of new business was recorded by 21 stores in four weeks
after opening. The advertorial was also credited with winning at least 3 long-term
services and other contracts from major firms.
Other case histories available on request.