Cogent

Cogent has been operating for over 20 years offering contact centre solutions for large business and radio solutions for events, Truck drivers and other areas where quick communication is essential. In 2012 the business changed ownership which saw a philosophy change for the business and a rebuilding phase. The core philosophy of being a service partner, not a supplier, is now ingrained in the business and the business has been looking to grow it’s customer base over the last few years. The relationship with the customer was largely 1 to 1 with a salesperson which worked well for large businesses, however the change to cloud based solutions and the development of video conferencing during the Covid lockdowns has meant that the average sale has decreased and the customer’s needs have changed. A Digital Marketer was brought on to the team at Cogent to develop their digital presence and create lead generation and relationship management through digital tools. The Digital Marketer wanted to be more proactive with the marketing he was doing and the Director of the business wanted to provide the opportunity for the digital marketer to grow their skills.

Cogent was eligible for Tourism Transition Funding as a number of their customers were in the Tourism and hospitality industries which had seen a negative effect on their sales. Teresa from Max Marketing personalised a Covid Engage programme for Cogent which focussed on reviewing the current position, setting goals for the future, gaining customer insights, determining their competitive advantage, defining their customer segments by needs, establishing their brand DNA and determining their strategy and tactics to move forward. Involving the Digital Marketer in every step of the process, allowed for the opportunity to provide coaching and provide professional development and advice.

The Covid Engage programme allowed Cogent to develop a plan to not only maintain current customer segments but to also grow new segments.  Involving the digital marketer in every step of the process, Teresa was able to share her knowledge and provide coaching for the Digital Marketer.  This allowed him to grow and enabled him to be able to set his own tasks that would assist the business with the growth targets that they had.  The Digital Marketer has been able to implement many of the strategies and tactics which has seen campaigns become more effective.  Teresa continues to work with the Digital Marketer on a Max Acquisition programme as well as coaching.