A targeted new initiative from Bax Interaction to transform your marketing effectiveness


What They Say

“We operate in a niche industry so obtaining relevant research of value is a challenge.  Steve’s research delivered tailored insight and recommendations, enabling us to focus our resources in areas where they produce maximum return for our efforts.”

James Gilbert, Managing Director, Pixel Power Limited

PEM Technology - Business Advice for the Technology Sector

Product/Sector: Professional services - accountancy, business advice, tax, corporate finance, IT, HR, Audit Activity: Strategic marketing research, recommendations, tactics, implementation, mentoring, brand ID development, website design and creation, brand/ service launch.

Issue/Brief: Bax Interaction was asked to research the opportunities for PEM in the Technology sectors and to explore the possibility of extending its internal technology Focus Group into a new integrated service line specifically for businesses in the technology sector.

The agreed objectives were; to identify how to position and differentiate the PEM brand for the technology sector, to evaluate perceptions of PEM's current services and position, including; awareness of competitors, communications, people, premises and to recommend strategic options to consider.

Idea/Approach: Focus groups were recruited from internal personnel, referrers and influencers, clients and prospects and were combined with individual depth interviews with both clients and referrers. Clear strategic recommendations resulted for PEM to consider and agree. A team/ partnership approach was taken.

BIL worked closely with the firm's Marketing Department to ensure 'buy-in' from all members of the team. This included attendance at team meetings, guidance with copy writing and styles, presenting to the Partners and working as one of the PEM Technology team at the official launch.

Results/Outcome: Created a new brand as part of the 'PEM Group' to target the sector with highly relevant, tailored communications including points of difference. Two partners headed up the new team and made this a highly visible commitment to the sector.

Created new brand ID for PEM Technology with a freelance designer, designed and built a separate website, in partnership with Doontime, from the main firm's site, mentored the firm throughout the implementation process.

All collateral readied for the launch at the Cambridge Enterprise Conference on the 5th September 2007.

Attended launch and assisted in the review process.

Successfully launched new sector-based service for PEM.

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