Case Study: Psion Teklogix — Keeping abreast of ever-changing products

Psion Teklogix is a 40-year-old company and a leading global provider of mobile computing solutions designed to improve business efficiency and productivity for major enterprises around the world. The company’s solutions are built around a range of high-quality, innovative mobile computers designed for harsh and demanding environments. The company manufactures a multitude of products including, but not limited to PDAs, vehicle mount computers, mobile printers and wireless infrastructures.

Toni Condi is the director of marketing at Americas Psion Teklogix Corporation and has more than a decade of experience. Condi has directed marketing campaigns for more than 20 million prospects and has had record success.

 The Challenge

America’s Psion Teklogix Corporation produces a catalog of services and products rolled into one book. The company has many spec sheets and makes it difficult for customers to beep abreast of the ever-changing products it carries. The Nxbook option gave the company a way to update the sections as necessary.

The company decided to convert the printed guide to Nxtbook because it allows the company to print fewer guides and this, in turn, saved money on hard printing.

This was critical because the products are constantly changing and the company didn’t want to have to constantly reprint the guides for reference.

Since the company is global, print distribution is a challenge due to printing nuances and problems with the postal service.

America’s Psion Teklogix Corporation considered other options including prior to using Nxtbook.

First, the company looked into alternative digital formats but found it wasn’t user friendly.

Next, the company considered short run digital printing but found it wasn’t cost effective and the quality wasn’t good.

The company also considered Microsites but learned the sites wouldn’t go into enough details and found the process cost prohibitive.

Then, the company looked into creating individual product sheets but ultimately decided the digital solutions would a better option.

America’s Psion Teklogix Corporation’s internal design team put the copy together in about 12 weeks. The internal deisn team made the product exactly what they wanted it to be. Then the company uploaded the guide to Nxtbook.

Nxtbook returned the product in about a week.

America’s Psion Teklogix Corporation deployed the solutions guide by the Web site and Web distribution through several rental e-mail campaigns. The company also implemented a general distribution through Google. The company also put together e-signatures that have the flipping pages from Nxtbook and draws the eye through any e-mail. The company crated dedicated e-mail blasts that it sends out with the e-newsletter and the company also does field sales and partner distribution.

• Company tracked statistics through Nxtbook and Google Analytics and learned which client clicks on what particular part of the publication. The company found the statistics are robust and concise.
• America’s Psion Teklogix Corporation looks at the pages to get a quick summary.
• Condi said viewers have a tendency to look through more pages on the Nxtbook than on the Web site.

• Nxtbook created customized opening pages with our logo so it appears as if they’re staying with the company for the entire time.
• In the future the company hopes to continue to expand the digital solutions guide and perhaps include video embedded on the book to describe products.
• Company found the product has been critical to lead generations.
• Company learned Nxtbook is an easy way to get the products distributed.
• Condi said the company can hit way more marketing channels online, and
• Product cost effective and it’s also a resource for the sales team.

• After researching at least four other options, Psion Teklogix Corporation found Nxtbook to be the most cost effective option to reprint guides. These guides, in turn, have been critical for lead generations because the guides provide an easy way for the information to be distributed worldwide since the company can hit many more marketing channels online.
• The decision to go digital caused potential buyers look through more pages on the Nxtbook than on the Web site while providing a way to update the ever-changing content.  

Note: This study was excerpted from a 2008 Webinar. Click here to view the Webinar.