Client: Aviation Briefing
Agency: Telecom Potential Group
Client: Wizards of the Coast
The five pilots who launched avbrief.com were convinced they had a winning formula if they could combine the right product with superlative customer service.
They set up a flight information service, focusing on weather data, for private pilots, who lacked access to the sophisticated resources of major commercial firms. The service includes airfield and navigation data from Racal Avionics, UK Met Office forecasts and weather reports.
Word-of-mouth recommendation has meant that as well as gaining twice as many subscribers as expected in its first year, it has received subscription applications from commercial airlines, the armed forces and the UN in Bosnia.
Feedback is encouraged and acted upon. Most communication is by e-mail but telephone support is available. Hosting and customer communications is provided by Telecom Potential.
The directors say a policy of total honesty has helped create loyalty.
The Pokemon game support service, run by Telelab, was established by Wizards of the Coast to answer a marketing dilemma. Pokemon cards are the UK's best selling toys, but the craze for collecting and trading them has meant that the positive features of using them in a game of skill were being largely ignored.
In ten months, the service has received over 30,000 calls and 3000 e-mails and letters. The balance of questions is swinging increasingly toward how the game is played and away from trading aspects.
It has also been heavily involved in establishing a league, providing a safe environment where children can play the game and swap cards. To date, more than 10,000 children have enrolled.
A key indication of the service's success is that two million starter packs, essential for playing the game, have now been sold.