PMS_AWARDS_p011 22/4/08 09:01 Page 11
PrecisionMarketing Response Awards in association with the International Direct Marketing Fair 11
Best Product Innovation
WINNER
overlooked by other providers, making it the ideal
solution.
Swift
The simplicity of the GPRS installation and high
Matador Intelligence
rate of compatibility made distribution of the soft-
ware both time efficient and cost effective.
The background to the launch of the product was a The pay-as-you-go method adopted by Swift made
desire to allow live data capture and reporting from its implementation highly appropriate for a tempo-
most modern day mobile phones. Easily installed rary, short-term contract, such as that of FDS and
via GPRS, Swift eliminates the need for purchasing its clients.
additional hardware and allows the implementa- The simplicity in design and ease of Swift’s use
tion of a realistic green solution. With complete allowed effective research and tactical field mar-
paperless capabilities, Swift can eradicate admin- keting to commence immediately among field staff,
istrative costs and instigate prominent environ- resulting in a highly effective campaign.
mental advancements. Most impressively, further capabilities available
within the Swift software allowed dramatically
Innovation and effectiveness increased efficiency in communication between
Mike South, sales manager for Red Bull’s on trade head office and field staff. Campaign packages,
business, was responsible for a team of 29 staff cov- which required distribution to all field staff, could
ering both England and Wales. Their main goal was be removed from hard copy format and imported
to produce sales at the point where the brand, directly into the software. Due to this, within a
retailer and consumer met. This task was originally much shorter time period, documentation size and
carried out on field staff’s laptops, but lead to prob- information included could be increased. Delivery
lems with bringing a laptop into a customer envi- time could be made immediate and dramatic
ronment and producing an unnecessary barrier. As declines in administrative costs could be witnessed. paper alone and do not take into consideration the
well as this, problems with battery life and Internet By eradicating stationary, postage, printing and extra materials used for postage or the fuel required
connection also occurred. other various administrative processes from such for transportation.
The brief was simple, ‘Make it fast, make it sim- a large campaign, benefits are apparent both finan- Implementation of Swift provides the opportu-
ple and make it mobile’. Utilising the mobile phones cially and environmentally. nity to reduce these administration cost by over 50
already in the pockets of the field staff, Swift was a per cent, producing impressive annual savings.
data capture and reporting system that answered Critical success factors Materials used during the campaign can now be
the brief precisely. Traditionally, FDS field marketing campaigns con- reduced, if not completely eradicated, and the envi-
Originally developed by taking advantage of the sisted of activities such as telephone input, Web ronmental impact of further marketing campaigns
Java environment that was readily available on input and paper capture. Swift culminated the is eliminated as a problematic issue.
everyday mobile phones, the possibilities of Swift strengths of all these and eradicated their weak-
were limitless. nesses. The speed and accuracy of data was Product strengths
Paul Donaldson, operations director, took the improved, all entry was carried out in field, and the The prevailing strength of Swift is its ability to pro-
standpoint ‘If Swift can obtain information from administration costs and environmental effects of vide a cost effective, and realistic, green solution.
field staff, what is to stop Swift providing it for them paper capture were eliminated. The capabilities of the software allow a complete
as well?’ It was this concept that led to documenta- Swift also allowed FDS to upload photographs paperless solution to all research and audit require-
tion, which would otherwise be sent out as a hard and other media content. Both qualitative and ments and can drastically decrease, or completely
copy, being integrated into the system and made quantitative answer types were implemented and eradicate, most administration costs, dependent on
available to field staff immediately. The benefits of alterations could be processed and made available client needs.
this did not go unnoticed. Documentation size and to field staff immediately. Swift provided the flexi- Swift is compatible with most modern day mobile
detail could be increased and administration costs bility required to obtain optimal results in one phones, and is simply installed via a GPRS con-
could be radically reduced. Most appealing, how- piece of software. nection, moving the industry forward from the
ever, were the environmental benefits this addition days when additional hardware was a necessary
to the system would have. In an age where many Illustrations of practice purchase.
businesses are coming under increased pressure to Where as traditional data capture software can take The pay-as-you-go method adopted by Swift is
take responsibility and promote a greener working up to a couple of days to be implemented, the instal- complemented by a simple, user-friendly design.
practice, Swift acts as an all round and realistic lation of Swift onto a compatible device can be This makes the software ideal for both short-term
solution. achieved in less than 30 minutes. After initial instal- and long-term campaigns, being implemented by
lation, uploading of results and amendments to sur- either new or temporary field staff.
Effectiveness veys are immediate. Swift is an innovative advancement in the way
Swift has recently been implemented as a data cap- The data produced by Swift is uncoded. This the data capture market is viewed. Realtime data
ture solution by FDS Field Marketing Services dur- allows customised formatting that suit the clients’ capture and reporting and auditing, flexible blends
ing several recent contracts, including a top home needs, minimising analysis time and reducing data of qualitative and quantitative research, cus-
entertainment distributor. Renowned for their errors. tomised and user-friendly layouts.
knowledge and experience within the field-market- An average monthly campaign consisting of 200 Swift can provide this and more without
ing sector, FDS required a package that could match users will require 60,000 sheets of A4 paper, which increased costs, without the need for additional
its high standards and yield results throughout its weighs approximately 1.08 tonnes. Statistics pro- hardware and without the negative environmental
vast team. Swift was able to surpass these standards vided by ‘Conservertree’ indicate that it would take effects. The advancements in Matador Intelligence
and not only provide real time data capture and approximately 24 trees to produce this amount of software makes Swift not just a service in the field
reporting, but provide further benefits otherwise printing paper. These figures are based on printing marketing industry, but a complete solution.
Finalists
Predicting Customer Payment
Intentions
Fraudscreen
Smart Mapping and Tracking
LinkDirect
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