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undertaken by Speedy Hire or the wider hire industry. Working at Height . SpeedyH irew as firstt o marketw ith a communicationp ack and tool box talks . Speedy Hiret rainedo ver 700 customer-facingp ersonnelp riort o the launcht o ensuret hat the messagesw ere consistentw ith thoseo f the HSE . The campaign involved seven of the nine Speedy Hire businesses and saw them all working together and going to market on the same day. Never before had such a high levelo f orchestrationb een attemptedo r implemented. Hand-Arm Vibration . SpeedyH irew as the firstc ompany/organisatiotno undertaker esearchi nto awarenesso f new regulationsa t the tool/equipmenut ser level . The campaignw as specificallyfo cusedo n the tool user rathert han the healtha nd safetyt eams,t herebyc ommunicatingd irectlyw ith the targeta udience.S peedy Hire drovet he supplierst o producei ndependenrt eal-lifev ibrationt estinga t LoughboroughU niversityr, athert han relyingo n laboratoryd ata that was not reflective of real-life situations. Page 26 . As an innovatorS, peedyH iret ook a greatr isk,a s therew as a largec ost associatedw ith developingth e materialsa nd purchasingf2 m wortho f new equipmenot n the assumptionth at extrad emandw ouldb e createda s a resulto f the campaignT. he campaigna lso meantt he variousp artso f SpeedyH iret hat previouslyo perateda s autonomousb usinessu nitsw erew orkingt ogethero n sales. Measuring Performance In monitoringa nd measuringth e impacto f the 'Safetyf romt he GroundU p' cantpaigna number of data capture systems were put in place. Response to Advertising All the communicationsm aterialf eatureda caflt o actionw hich meantt hat customers could call a serviceh otlinet o receivea free informationp ack on healtha nd safety.E ach enquiry was fielded by the customer services team and routed to the appropriate businessu nitt o followu p. Over3 ,000e nquiriesw erec apturedi n the first1 2 months. Data Warehouse A sales categoryw as set up to capturer evenueg eneratedf or working-at-height productsC. umulatives alesw ere up by 28% comparedt o the previousy ear.T his representeda significanitm pactf or two furtherr easons: . the industry forecast was for a stagnant market for access equipment i e equipmentu sedf or workinga t height o ?ccesse quipmenta ccountsf or the largestp roportiono f turnover,w ith around 30% so any increasein salesi s very significanfto r SpeedyH ire. Sa/es of New Products A specific product report was also developed to measure the performance of new productsi n the accessm arket( primarilyt hose with safetyf eatures)a gainsta lready establishedp roducts.S alesp erformanceo f the newers afer productss aw almost exponentiagl rowth.T his indicatedth att he campaignw as receivinga tremendous |
