An interview with Artur Kędzierski, PR Manager at E100it
We sit down with Artur Kędzierski, PR Manager at E100it. Е100 is an international business solution provider in energy, mobility and value added services.
How did you end up at E100it and what problem does E100it solve for its clients?
E100 is an international company - an issuer of its own fuel cards and a multi-service supplier of advanced technologies at the junction of finance, IT and mobility for entities with a fleet of vehicles. I was hired during the usual recruitment process :)
As the PR Manager, what are your main responsibilities at E100it?
The main task is to build a positive image of E100 by building media relations. Responsibilities: contact with the media, journalists, local authorities and institutions preparation of press releases, printed materials, presentations on the company's activities, folders creation and responsibility for crisis communication, public appearances, organization of events, meetings and press conferences.
How do you lead your team to organize and improve the marketing-sales process to increase sales and enhance the customer experience?
I believe in a strong brands. I believe in building the image in such a way that will allow the company to win customers cheaper, because a customer who has good associations with the brand makes purchasing decisions easier. Ergo: the lead of a company that conducts image-building activities costs less.
At ColdFire, when we look at our clients' Marketing and Advertising strategies, they vary greatly. Some have found a single, scalable client acquisition process while others thrive on a mix of top-of-funnel strategies. How would you summarize the overarching revenue-focused strategy of E100it, and what key elements does it encompass?
The strategy results from the company's mission: to provide the most comprehensive service/product for our customers. We are the one stop shop for our customers in the transport industry. Customers will find everything in the E100 offer to run their business comfortably and efficiently. We are constantly looking for solutions that could help increase the mobility of transport companies. We create a market of modern products and services for the TSL industry by introducing newer and newer digital products.
What is an efficient marketing technique that you've implemented at E100it or previous companies, which you believe is underutilized by most management teams - and why do you think that is?
Building the image of the E100 is key in my work. In order to manage the company's reputation, information is key in communication, i.e. what is seen and heard in the broadly understood media. If only to effectively manage the emerging image crisis. Wherever I worked, I always tried to introduce a plan/manual for crisis situation management . Similarly in E100 :). Such a plan is all the more important as it concerns E100 - an international company. The company's action plan in a crisis situation is a kind of insurance policy for the company.
Has your Marketing team experimented with some kind of cold outbound strategy (like cold email)? If yes what was the general outcome and if no, why not?
To be honest, this is not my competence in the company. But I know that we send a lot of e-mail communication to our customers, e.g. to customers who have our fuel card and for some reason do not use it.
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