CASE STUDY: RFID – AUSTRALIAN LAUNCH

CLIENT: GLOWNET RFID EVENT TECHNOLOGY

Glownet originates from New Zealand but is now based in Europe. Glownet wished to expand their business into the Australian marketplace. This would help generate year-round revenue outside the European festival season. When Program Productions opened the Gold Coast office, it was a perfect opportunity to integrate & develop their business.

There was not much use of RFID cashless payment technology visible in Australia. Several festivals in New Zealand had adopted this technology for some years but the Australian event scene had suffered a poorly delivered introduction to online RFID access control systems a few years earlier. The bad press fallout from this event had spectacularly eroded the local marketplace confidence in the technology.

PLANNED SOLUTION: 

Program Productions utilized the Gold Coast base to provide a full stack business development service with a consistent physical presence in the marketplace for Glownet. From here, a plan was devised to showcase Glownet in all the major Australian cities. This would cost-effectively demonstrate their cashless technology to the Australian event industry. Seeing the product deployed and working locally would rebuild industry confidence in RFID solutions.

A core proposition of cashless RFID event technology is the ability to shift more products across the counter quicker. Where better to try and do this than at a beer festival? Most beer festivals were using unpopular tokens as a payment solution. Consequently, RFID cashless technology certainly answered a need.

REMOTE REPRESENTATION:

Program agency director Pete Whelan worked remotely and seamlessly integrated with Glownet revenue team. Tele-qualification was used to gathers information vital for competitive intelligence and proposal development. Once qualified, face to face client meetings and product demos were undertaken on behalf of Glownet. Deals were negotiated, closed, contracted and passed to account management for retention.

INTEGRATED BUSINESS DEVELOPMENT:

The beer festival market was targeted and researched. As a result strategic showcase beer festivals were delivered in all the major cities, Sydney, Melbourne, Adelaide, Brisbane, Perth, Canberra and Auckland in New Zealand.

To capitalize on this the introduction of nimble automated data gathering techniques fed qualified leads and rich customer data directly from the Program CRM to greatly expand the Glownet Australian CRM. Millions of dollars of early-stage sales marketplace leads were identified and pipelined for nurture into opportunity. Relationship opportunities with ticketing companies & channel partners were serviced & maintained.

TARGETED MARKETING MEASURED SUCCESS:

The showcases paid for themselves delivering instant ROI and regional profitability for Glownet. Glownet now has 2 local partners on the ground activating their solution. The showcases also facilitated a perfect opportunity to record and analyze consistent like for like results produced by this technology in food and beverage sales.

The results are recorded a special report compiled on RFID use at beer festivals called "Beer, Burgers & Breakage".

OUTSTANDING RESULTS FOR CASHLESS RFID TECHNOLOGY:

Prior to initial activation, very little cashless RFID event technology was used in Australia. Now, as well as the beer festivals, many traditional and underground music festivals have switched to RFID systems. The marketplace continues to grow with more international and new domestic providers emerging.

Glownet became the most widely used cashless RFID event technology in Australia in FY 2016-2017. 

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