Kcom

Kcom Retail.net is a retail-specific multi-branch network solution. It’s a great product that allows retailers to worry less about network matters and focus on what really matters – the development of their business.

Kcom Retail.net also offers a range of supporting benefits including network-wide instant access to data, greater visibility across the network and increased security to ensure compliance with data security legislation. Kcom turned to Proctors for help communicating this proposition – an exciting project, as it was to prove the first in new Kcom brand style.

The Proctors response
As Kcom Retail.net is a substantial sell with a long incubation process, we looked first to simply ‘get our foot in the door’. Senior decision makers in retail businesses were identified and targeted, first with a high value DM piece – a bonsai tree – to open doors.

The audience was now much more receptive to a full suite of communications activity: online with online and press adverts with supporting webpages; and in print with a suite of DM postcards and adverts. The audience was split into roles, and messaging was targeted accordingly. Emails were themed as a ‘learning series’, highlighting the most enticing benefits of Kcom Retail.net.

The results

Anecdotally, we hear that the campaign is going very well – Kcom reps have had a warm response to the physical mailer, and a number of appointments have been booked already.

Internally, we found this a particularly interesting and rewarding project. In the words of Mike Cain, Creative Director:

“As one of the first marketing campaigns to be produced in the new brand style it was crucial for us that we tested the communicative strength of this brand to ensure that it did not simply become ‘matching luggage’. Instead, I feel we have found a strong way of selling the proposition in a way that supported the Kcom brand refresh.”