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ROI: €10 earned for each €1 invested in Cimes
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 Cimes
is the leading outsourcer for training processes in France. Bought in an LBO in
2007, the company operates in a high-potential market which, although widespread
in English-speaking countries, has yet to be embraced in France. "We optimise
training management processes (administration, finance and logistics) for key
accounts", explains Franck Morcant. "Last year, we managed over 120,000 trainees,
4,000 on-the-job training contracts, 2,000 work placements and 3,000 employees
enrolled in further/continuing education courses". The business plan we drew up
was ambitious, since our sales are forecast to jump from 3.3 to 6.5 million
euros within the next 3 years."  Cimes
had four major goals: to increase brand awareness, educate the market, diversify
its customer portfolio, and guarantee the effectiveness of its face-to-face
sales. Likewise, four answers to these issues were found. First, to treat the
press as a customer in order to ensure maximum media exposure. Second, to
concentrate our efforts to improve the quality of contacts in the database of
suspects and prospects. Third, to promote initial contact and fourth, to ask
customers and subscribers, especially market specialists, to talk about their
experiences. "The challenge was successfully met, since we managed 525 initial
contacts in 18 months and increased our visibility through several benchmark
press and web media." I calculated that for each euro invested, we gained 10
euros in sales. I can live with that return on investment. I am still convinced
that the strategy and actions implemented with Quatre Vents were the right ones,"
concludes the chairman of Cimes.
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