case study

Behind the fat cheeks and cute grins of Keebler's beloved elves, selling crackers is serious business. Margins are low and competition is stiff. Market data, pricing strategies and buying trends are ever-changing and, to stay on top, a company must have this information available at all times.

Traditionally, the method Keebler Co. of Battle Creek, Mich., used to keep up with market analysis and buying trends was time-intensive, cumbersome and expensive. It required analysis of data from such sources as Information Resources Inc., ACNielsen, and Spectra Demographics. An outside consultant usually performed this analysis, gathering the information and sending the data to the salespeople as soon as possible for inclusion in their presentations.

To maximize its sales presentations' effectiveness, Keebler decided to implement a software solution from Proscape Technologies of Fort Washington, Pa. The Proscape presentation program aids the Keebler salespeople by streamlining the process.

Working with an internal database, the Proscape program continually monitors market trends and other data, updating the sales force with new information as it becomes available. The updated information is automatically dropped into custom presentation templates for the salespeople.

These capabilities eliminate the need for salespeople to query ad hoc data from different internal and external databases and manually cut and paste the information into a presentation format. By eliminating this step, the program saves Keebler's workers hours or even days of work for each presentation. The program also provides quick access to updated audio and video content, including new broadcast advertisements, focus-group feedback and updated marketing messages.

Another advantage is that the program promotes consistency. Proscape's technology provides a management-oversight tool that enables sales managers to control and monitor the content of presentations used in the field. This ensures consistent branding and messaging and helps the managers understand which presentations are the most successful.

Now when Keebler salespeople talk to buyers at a grocery store chain, they have current data and can update their presentations on the fly. Also, the program allows quick customization so Keebler can easily tailor a presentation for a specific demographic, store chain or region.