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Field Marketing: The Brand Company chooses its real-time Destiny
Destiny has annonced that award-winning fieldmarketing company - The Brand Company - is the first company to use its on-demand digital forms service, Destiny On Demand. Field marketers at The Brand Company can now capture in-store brand data and generate instant reports so that each customer gets an accurate assessment of its marketing activities faster than ever before.
The Brand Company wanted to enhance its service by providing customers with real-time reports on brand positioning at the point of sale, so that commercial decisions could be made quickly. With an impressive client portfolio including the leading FMCG manufacturers, The Brand Company wanted to instantly capture and transmit in-store data, complete with images, directly to its clients.
Gareth Onions, CEO of The Brand Company explains: "We wanted to strengthen our data capture processes and determined that the introduction of the digital pen and paper solution would perfectly complement our existing practices. It will enable us to gather extensive in-store data together with photographs and transmit this information to our clients in market-leading timescales. Our customers will be able to get an instant view of how their brand is succeeding in the marketplace."
Destiny's Photo Upload feature allows The Brand Company to take pictures of its customer products and promotional literature at each retailer with their mobile phones. Once the information has been recorded into a form template and the in-store managers have signed the form to confirm completion of the visit, the field representative simply ticks a box. This information is then sent via a Bluetooth connection on their mobile phones, where they can attach the pictures to the form and verify that the information is correct, prior to sending it to the client.
Destiny provided a complete managed service from the supply of digital pen and paper, to compatible mobile devices and providing its unique forms service - Destiny on Demand. Working closely with The Brand Company, Destiny designed a form template so that merchandisers can collect point of sale information quickly and accurately with their digital pens. Using Destiny On Demand, The Brand Company simply follows a wizard-like process to change the fields within the forms so that they can meet the needs of each client. Instead of needing extra IT resource or consultancy to do this, The Brand Company can make changes with ease.
The forms can then be printed off using Anoto accredited printers which include the OKI C96000, C61000 and C54000 printer ranges. The printers embed the special Anoto dot pattern onto standard A4 or A3 paper so that when used in conjunction with a digital pen, the pen can accurately record pen strokes in correlation to this dot pattern. This information is then captured and sent via a Bluetooth and GPRS connection on a mobile phone to head office, where it is converted into text and stored.
Gareth Onions continues: "Destiny On Demand gives us the flexibility that we need to adapt our data capture forms at a moment's notice. We now have a simple and effective data capture tool, which not only gives our clients what they want, when they want it, but enables us to get instant validation once the site visit is complete. We have developed a great working relationship with Destiny who took time to understand our requirements and delivered exactly what we wanted."
Edward Belgeonne, CEO of Destiny comments: "Accountability and quality service provision are the cornerstones of successful outsourced partnerships. The Brand Company is a great example of an organisation that is using our digital pen and paper services to enhance the way that they capture information and feedback to their clients, without changing their processes. The Brand Company now has the speed and flexibility so that it can bring real value to its client campaigns."
30 November 2006