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CLIENT CASE STUDIES
- BT |
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ANALYSING THE INFORMATION HIGHWAY
Providing market intelligence solutions to
BT
Diverse,
in-depth and flexible, Mantra’s market intelligence
services are just the ticket for the UK’s leader in
telecommunications, BT.
BT has been using Mantra since 1995 and the analysis is
used to review and report on the performance of the
company’s marketing public relations campaigns. Mantra
currently evaluates media coverage of dozens of the
company’s products, services, initiatives and promotions.
These include BT Highway, BT Together, ISDN services, home
telephone services, corporate data
services and the sponsorship of the 1999 Rugby
World Cup.
We originally
evaluated three different media analysis companies,” said
Glyn Jones, public relations manager at BT, “and chose
Mantra due to their choice of measurement methods, value
for money and their understanding of our industry.”
Telecommunications is a sector like no other, with key
strategic announcements being made across the world by the
industry’s major players, every day. For BT, staying
ahead means staying in touch with its consumer and
business markets and this is done through innovative
marketing and public relations techniques.
But each programme needs to be fully measurable; levels of
coverage, whether key messages reached the target market
and, overall positive and negative comment.
The information is also used for internal reporting up to
director level.
Merits of the methodology
A
comprehensive report is presented to the client each
quarter, analysing media coverage achieved for each product
and service. This gives BT the ability to measure the
performance of each campaign and the product and services
within those.
“One of the key reasons why we chose Mantra was the merits
of the methodology used. The system gives us the ability to
use different measurement tools as and when required.”
Mantra also provides BT with a backtracking service, which
analyses previous campaigns - identifying particular
strengths and weaknesses – and
which can be used for comparison with existing
activities. BT can, for example, identify what contributed
to a particularly successful announcement and use this data
to shape future strategies.
‘Excellent service’
Glyn Jones added: “In my opinion Mantra
provides us with an excellent service. They respond to
briefs or changes in the brief quickly, and produce special
analysis reports in a short space of time.”
An example of this was when BT briefed Mantra to analyse the
coverage of its participation in the 1999 Rugby World Cup in
time for a specific meeting. Mantra analysed the entire
media coverage and produced a comprehensive report and
summary within a few days of receiving the coverage.
Glyn Jones concluded... “We’re very pleased with what Mantra
has been providing us with over the last few years and I
have recommended Mantra both internally and externally.”
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