Increasing share-of-voice dramatically
Who are they?
In our early days, Marketforce was appointed to manage the entire media relations programme for KPMG Consulting, one of the UK's leading management consultancies.
What was the problem?
Our brief was to promote awareness of the corporate brand and link this to a number of critical business issues identified by the client, such as globalisation, merger and acquisition integration and coping with legislative or regulatory change.
How did we help?
Marketforce focused on a number of KPMG Consulting's specific service capabilities which reflected topical issues, such as global supply chain management, package implementation, the Internet and data warehousing.
We immediately increased the number of press releases across all areas, from new appointments and service offerings to conference speeches and survey results. We developed a year-long forward programme of reports and survey ideas; arranged a series of press events; managed an extensive journalist contact programme; drafted and placed feature articles in trade and national press.
And we also used a wide range of opportunistic PR approaches to respond to the news agenda. For example, to highlight the potential fate on New Year's day 2000, we hired a dumper truck to tip computers into a skip on New Year's Eve itself, dramatically illustrating the potential 'Millennium bug' issue. This was covered by three national TV stations, radio, national and trade press. With similar success, we issued a rapid response reaction by issuing a report on computer security immediately following terrorist incidents.
What does this mean?
In one year the level of monthly media coverage trebled, with TV and radio coverage up by 200%. Independent research found that KPMG Consulting had 'greatest overall share of voice' among major management consultancies at that time and also achieved the highest amounts of coverage in quality nationals, demonstrating 'thought leadership and industry expertise'. In just three years, the quantity of media coverage for KPMG Consulting increased by 230%
