Prior to working with Spark, Cognito had presented itself as a Mobile Workforce Management specialist. However, the company was finding it difficult to be heard in an increasingly crowded market of both direct competitors and more general Mobile Device Management and networking organisations. The company challenged Spark to differentiate it in order to reach the market influencers and, as a result, drive sales.
Redefining the message to reduce competition
Spark’s approach was firstly to work with Cognito to define its unique message. The company needed to focus on its expertise in integrating mobile systems with the precise needs of their users. This would stop companies from choosing a seemingly more focused company or from putting them in a head-to-head competitive pitch with a large pool of Mobile Workforce Management (MWM) companies. Spark needed to show that the company was far more than the MWM software companies it initially appeared to be. Communicating the company’s integration expertise would give it a unique position that software vendors could not compete with.
Key campaigns
Once Spark had defined the messages that Cognito needed to communicate, the team was able to apply creativity to a range of tactics from headline-driven research to product launches to create compelling content that would not only guarantee results but would really hammer home Cognito’s key strengths. The reactive campaign tied Cognito to the contentious issues surrounding mobile workforces to demonstrate its expertise. These issues vehicle and company efficiency, the environment, corporate responsibility and worker safety. This resulted in opinion pieces in a range of top level publications such as the Financial Times and Computer Weekly and in-depth case studies on customers such as Addison Lee and others which would reflect Cognito’s integration expertise message. The proactive campaign included a headline driven research campaign that focused on how organisations are still unsure of their mobile strategy as a result of a lack of integration.
The results
The campaign delivered a 400% return on investment. Media coverage included The Financial Times (opinion pieces), Computer Weekly, Computer Business Review, Service Management, Land Mobile, European Oil and Gas, m.logistics, Insight Quarterly, Silicon.com and Computing.
Cognito has successfully been positioned as a mobile systems integrator that can help organisations in providing a mobile workforce with full access to IT. It is now recognised as a leading independent authority on mobile workforce issues and has received direct new business leads on the back of the PR programme.
Cognito
Prior to working with Spark, Cognito had presented itself as a Mobile Workforce Management specialist. However, the company was finding it difficult to be heard in an increasingly crowded market of both direct competitors and more general Mobile Device Management and networking organisations. The company challenged Spark to differentiate it in order to reach the market influencers and, as a result, drive sales.
Redefining the message to reduce competition
Spark’s approach was firstly to work with Cognito to define its unique message. The company needed to focus on its expertise in integrating mobile systems with the precise needs of their users. This would stop companies from choosing a seemingly more focused company or from putting them in a head-to-head competitive pitch with a large pool of Mobile Workforce Management (MWM) companies. Spark needed to show that the company was far more than the MWM software companies it initially appeared to be. Communicating the company’s integration expertise would give it a unique position that software vendors could not compete with.
Key campaigns
Once Spark had defined the messages that Cognito needed to communicate, the team was able to apply creativity to a range of tactics from headline-driven research to product launches to create compelling content that would not only guarantee results but would really hammer home Cognito’s key strengths. The reactive campaign tied Cognito to the contentious issues surrounding mobile workforces to demonstrate its expertise. These issues vehicle and company efficiency, the environment, corporate responsibility and worker safety. This resulted in opinion pieces in a range of top level publications such as the Financial Times and Computer Weekly and in-depth case studies on customers such as Addison Lee and others which would reflect Cognito’s integration expertise message. The proactive campaign included a headline driven research campaign that focused on how organisations are still unsure of their mobile strategy as a result of a lack of integration.
The results
The campaign delivered a 400% return on investment. Media coverage included The Financial Times (opinion pieces), Computer Weekly, Computer Business Review, Service Management, Land Mobile, European Oil and Gas, m.logistics, Insight Quarterly, Silicon.com and Computing.
Cognito has successfully been positioned as a mobile systems integrator that can help organisations in providing a mobile workforce with full access to IT. It is now recognised as a leading independent authority on mobile workforce issues and has received direct new business leads on the back of the PR programme.