CASE STUDY: Training and Staff
Development on Internet Marketing and Advertising for a Directory Services Company
Indice
Multimedia SA is the second Telephone directory services company in Spain, only
following the Yellow Pages subsidiary of former monopoly operator Telefónica.
Its very popular QdQ Directories ("La Guia Útil"; or The Useful
Guide) have been complemented with an On-line services (QdQ.com).
QdQ.com is quickly gaining acceptance, especially among the young population in
Spain, which is relative to the low penetration of Internet in Spain overall,
an avid user if on-line services.
Corporate
Solutions SA was retained to design and deliver 55 seminars to all the company's
marketing and sales staff on Internet marketing and advertising: concepts and
techniques, examples, justification, economics and very especially the on-line
service as a complement to the "paper" directories.
The
objective of the training seminars was to provide a good understanding to the
sales-force and other front-line staff in the company, as to the possibilities
of the on-line directories as a marketing and advertising tool for their key customers:
small businesses, shops and professionals. The age groups and locations of the
majority of potential advertisers and sponsors implied that they viewed Internet
with suspicion (as opposed to large companies and the young population, as mentioned
above with comparable levels to other countries of Europe.
The
seminars were designed with a large proportion of practice sessions (each participant
had a computer and high-speed access to the Web, where the trained staff was able
to navigate, browse, open e-mail accounts and communicate with each other and
their customers.
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