"(QM) gives us access to people who are difficult to reach through our traditional channels."

Charlene Stenger, Small Business Marketing Manager, Toshiba America

"Programs of this nature could help our associates learn rather than continually fear computers."

Association Executive

Multi-client Case Study

Clients and Technology

This program was a multi-client project initiated by QM. The following companies funded it for a two-year period:

• Eastman Kodak Company - Digital Cameras
• Microsoft Corporation - Office Productivity
• Top Producer - Contact Management
• Toshiba America - Mobile Computing
• Symantec Corporation - Remote Productivity

Challenge

Those agents that used MLS dumb terminals and fax machines believed they were technically proficient. They viewed digital cameras as expensive and unnecessary and didn't trust mobile technology.

Activities

QM built and implemented a nationwide program to reach one market segment: real estate agents. QM handled every aspect of this program including:

• Selected the segment to target.
• Translated the technology into customer benefits and language.
• Developed the Active Market Education programs designed to increase adoption.
• Identified and developed relationships with key influencers and demand-side partners for program roll-out.
• Trained the partners.
• Rolled the program out nation-wide.
• Monitored the program's effectiveness for continual improvement.
• Measured the program's results for reporting to clients and partners.

Technology Company Results

QM's program received official national and state Continuing Education approval for the program. QM achieved the following:

• 77% bought or planned to buy as a result of the seminars.
• $1.6 million in Toshiba notebooks were purchased.
• 56% of the agents bought a PC Fax Modem.*
• Digital cameras became the hottest topic among NAR's agents.*

Target Customer Results

QM helped the associations provide valuable education in terms familiar to their agent members. Following is how the agents said QM's program helped them:

• 91% said it helped them identify areas of their business to computerize.
• 90% said it helped them select which products to buy.
• 88% said it increased their knowledge of technology.
• 77% said it motivated them to buy technology.

*National Association of Realtors® 1997