Referrals are the most popular source of information on new business software systems, according to new research by Business Application Software Developers Association (BASDA).
Recommendations were nominated by 65 per cent of respondents to a recent survey by the association, substantially ahead of exhibitions (27 per cent) and software reviews (21 per cent).
In terms of purchasing decisions, however, software reviews proved most important, cited by 53 per cent of respondents surveyed.
Dennis Keeling, chief executive of BASDA, says the influence of referrals was not a surprise, but it will help members refocus on this group. The bulk of application software sales were through referrals we must work hard to retain this business.
He says incentives such as discounts on servicing charges are an effective way of stimulating referrals.
Keeling says the importance of software reviews in the buying process, as revealed by the survey, was unexpected. Clients had moved away from using software reviews and analysts reports, but it seems that now they are moving back.
Merloni has appointed RSM to handle a trade loyalty programme for specialist kitchen retailers. Real Deal rewards staff for selling kitchen appliance brands including Hotpoint, Indesit and Canon.
Online agency selection service Creative Brief (www.creativebrief .com) has launched a B2B section of its website, enabling clients to search, question and shortlist from a range of specialist B2B agencies. The section features a showcase area, incorporating case studies, directors’ profiles and related information about the agency. Creative Brief also offers an account handling service.
Teachers’ TV the first ever marketing channel dedicated to people working only in schools has appointed Matthew Rosser as head of marketing, with responsibility for on and off-air branding, trade advertising, exhibitions and DM. The channel is funded by the Department for Education and Skills, but is editorially independent.
Dudley Jenkins, the list management and broking division of Wegener RM, has reappointed Lisa Neville to a new role following two years working in Switzerland. Neville’s new position is head of list broking she previously worked for the company for seven years.
Moonfish has appointed Matthew Cooper as business development manager. Cooper joins from Zendor, where he worked with brands including Microsoft and Dabs.com. The agency has also appointed Anna Chapman as senior account manager.
The Chartered Institute of Marketing’s Marketing Trends survey is predicting that the industry is in an upbeat mood, despite predictions of an economic slowdown. The institute’s Confidence Index supports this finding, suggesting optimism remains high amongst senior marketing professionals. One hundred senior practitioners were surveyed.
Schneider Electric has appointed Houston Associates to promote its new intelligent building offer, called Transparent Building Integrated Systems. The agency handles PR for Schneider Electric’s brands as well as the company’s corporate communications.
Ricksons has appointed Teresa Deeney as marketing manager, with a brief to handle the law firms’ marketing and business development across its Preston, Manchester and Leeds offices. Deeney was previously marketing manager of Shoosmiths in Birmingham. Prior to this she was marketing manager at accountants Baker Tilly’s Birmingham office.
IPT says use of email as a marketing medium is set to rise in the next 12 months, with 52 per cent of marketers responding to a recent survey indicating they are planning to increase spend. Fifteen per cent expect to increase spend by over 40 per cent. Ninety two per cent of marketers currently use email as part of their mix.
Tidalwave has created a separate consulting division called ‘The Knowledge Garden’. It offers clients proactive advice and insight in the areas of strategic and media planning, data/CRM and digital services. The team currently consists of eight full-time consultants.
Cossette Communications Group, the Canadian marketing company, has acquired PainePR, a mid-sized PR firm based in the US. This follows the acquisition, last month, of London PR firm Band & Brown. The two new members will be working in collaboration with Cossette’s original PR arm Optimum Public Relations.
Big Love is the name selected by former Archer Young employees Steev Glover and Phil Williams for their new multi-discipline agency. Martin Emery is the third partner for the launch venture. Services on offer will include motivation programmes, CRM radio and online advertising and database services.
