A conversation with:
Ivona Mrvoš, Marketing Manager at Include
For this Case Study, we talked to Ivona Mrvoš, marketing manager at Include. She explained how they started using Mediatoolkit and what benefits they get from the tool.
Ivona says that the main challenge was to monitor what’s been written about Include and its products around the world. Also, in times of bigger PR coverage, they spent a lot of time googling to collect the mentions but soon realised that that was a waste of time.
In 2018, they realized they could use a media monitoring tool when they were building their marketing, PR, and sales enablement structure. They got recommendations to use Mediatoolkit, did some research, and ultimately decided that the tool fits their needs. As Ivona points out:
Include uses Mediatoolkit to keep in touch with the industry news, keep track of their mentions, market research for current and potential products, and track competitors. Ivona told us an anecdote about when they first started using the tool. They’ve noticed that their competitor uploaded a video on YouTube using keywords such as smart bench, pametna klupa (smart bench in Croatian), ivan mrvoš and include. Eventually, the video got taken down. Since they had just started using the tool, they were pretty surprised to detect situations like this one.
Ivona pointed out that Mediatoolkit proved quite helpful in business development. For example, through the tool, they could find out if someone is looking for smart products like theirs and reach out to see if there’s room for collaboration. Also, if some city buys competitors’ products, they immediately know about it. Since they’re monitoring mentions on social media, they were able to find potential partners and leads there, as well.
The most significant benefit that Ivona mentioned was that the tool helped them become a lot more informed about everything regarding their industry and products. For example, it’s easier for them to get feedback about their products now.
When asked what her advice would be for people who are not sure whether Mediatoolkit is the right tool for them, she said: