The leadership communications specialist CloudQast has hit on an unusual, highly creative and successful business strategy to bring it customers: it writes poems.
CloudQast director, Damian Gaskin, explained, â€œWhen we encountered the credit crunch, in 2008, a number of our customers reduced their budgets and that affected CloudQastâ€™s activity and income-generation.
â€œRather than become a nuisance contacting organisations and asking them to spend money they hadnâ€™t got, my fellow CloudQast director, Lindsey Mack, and I hit on the idea of writing poems. We then sent these to CloudQastâ€™s customers and potential customers instead.â€
According to Damian, writing the poems was fun. He said, â€œWe felt that we were not only feeding our creativity skills but also giving our clients something to smile about in tough times. Distributing the poems on a regular basis meant that CloudQast could â€˜give something backâ€™ to its clients and keep its name in front of potential clients without annoying them.
â€œInitially, we kept up the process for ten months, sending out one or two poems each month â€“ and the exercise was successful in that it generated business,â€ said Damian.
The very first poem that CloudQast sent out attacted the attention of two organisations that had previously used CloudQast.
â€œPrompted by the poems, these organisations got back in touch with CloudQast,â€ said Damian. â€œThe subsequent conversations resurrected relationships â€“ and these began to move CloudQast from being an organisation that provided merely face-to-face learning experiences to one which provides video-based learning materials as well.
â€œSo, all in all, it was a great initiative for us â€“ and a strategy that CloudQast would recommend to any business that wants to grow but doesnâ€™t have much money to spend!â€
CloudQastâ€™s current clients include multi-national companies such as AECOM and the chemical firm, Scott Bader, as well as charities including The Magistrates Association.
Established in 2010, CloudQast addresses organisationsâ€™ needs for fast, authentic, precise and inspiring communication â€“ especially in the fields of leadership as well as compliance, along with learning and development. Working with companies around the world, primarily â€“ but not exclusively â€“ via Cloud-based, interactive video, CloudQast provides creative, intelligent and flexible solutions for leaders to share their â€˜voice, mind and visionâ€™ and, so, engage and inspire their people.
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