April 5, 2004
Torque Launches Technology Services Firm IT Lighthouse
Torque Ltd., a brand-launch and integrated marketing communications firm,
announced the launch of the marketing campaign for technology services
firm IT Lighthouse.
IT Lighthouse specializes in providing technology services to small- to
medium-sized companies, and seeks to build its business as a highly economical
franchise-style service offering. The company will reach its under-served
target markets through a unique blend of CRM, nurture marketing and affiliate
programs.
IT Lighthouse responded dramatic market changes and increased pressure
by creating a streamlined, franchise-based approach to delivering IT management
services, in the form of several fixed-fee packages. The service is designed
for businesses with 10 to 100 computer users, and offers optional hardware
sales, financing, and remote systems monitoring and management. The Chicago
area market consists of tens of thousands of underserved potential customers,
making it ripe for IT Lighthouse’s offering. With its ‘franchise-like’
operating and marketing model, IT Lighthouse intends to take the concept
into other markets.
IT Lighthouse engaged Torque to name and brand the company’s offerings, and launch
the business concept with a program designed to create visibility and
generate leads through ongoing nurturing communications, an incentivised
affiliate program, and online marketing.
“Although a large group, our target customer is distributed, and
good at gate-keeping. To reach them, Torque worked closely with us to
build a brand and marketing program that really supports our sales process,”
says Mark Fitzgerald, COO of IT Lighthouse.
“Advertising wasn’t working for us, so Torque advised us to move to referral-based
and opt-in marketing tools. They helped us segment our target market,
and designed communication tools to speak to each segment. For example:
Our direct mail program addresses presidents and CEOs, and helps us nurture
relationships with near-at-hand prospects, until the time when they are
ready to have us come in to discuss a plan. Initial results have been
so effective, we may never buy another ad again. Because Torque designed
our brand from the product out, our entire staff has had total clarity
communicating to audiences at every level of the company. It’s a
platform we can see expanding for a long time to come, one which will
grow with us.”
According to Kevin Masi, principal and marketing strategist at Torque,
IT Lighthouse’s experience is a familiar one for Torque’s
clients. “We plan and implement our clients’ communications
based on their unique business needs and their audiences’ unique
interests. We distill benefits into concise, consistent communications.
If we do our job properly, communications speak effectively to each individual
audience, and sustainable business results soon follow.”
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