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April 12, 2010

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Kelowna, BC - Judges have picked the entry “Supply Chain Experts: Learn, Laugh, Share and Connect” as the 1st Place entry in the Best social media integrated campaign from a tech company category.

Additionally, Enquiro’s entry on behalf of its client, Kinaxis, was selected as one of the judges’ top 4 favorite entries from a tech company which made it eligible for a People’s Choice Award. Online voting began Monday, April 12 at www.BtoBonline.com/vote.

Kinaxis, an Ottawa-based on-demand supply chain management service provider, hoped to drive awareness and double its leads year-over-year. Kinaxis began experimenting with social media to accomplish these goals. Using Enquiro (for search engine optimization) and Forrester Research (for research into the field), Kinaxis carefully developed an integrated social media program that lived up to the hype.

The company started a blog, built a community for supply chain management professionals, participated in LinkedIn and used Twitter. The company's blog is 21st Century Supply Chain. Its posts, written by Kinaxis executives and employees, are also posted on the community Kinaxis built, the Supply Chain Expert Community. The company said it has four approaches on this community site: Learn, Laugh, Share, Connect.

The “laugh” segment is particularly intriguing. Kinaxis developed online videos, such as “The Late Late Supply Chain Show,” or the “Married to the Job” series created by Second City. Recently, the company debuted an online video series called “Suitemates,” which satirizes the practices of big enterprise software companies. The series stars Kevin Pollak, a comedian and actor who had a role in “The Usual Suspects,” as a software executive jailed for his company's dishonest practices.

All of this is working: Kinaxis said it has experienced a more than threefold increase in leads. In addition, registered community members, who numbered 1,615 in February, reached 2,223 in early April.

“We’re absolutely thrilled with this award from BtoB Magazine,” states Kirsten Watson, Director of Corporate Marketing at Kinaxis. “It is the culmination of a lot of effort by many people. The campaign has achieved strong results and continues to grow our business.”

About Enquiro

Enquiro is a full-service search marketing agency, specializing in B2B tech markets. The company, operating since 1999, uses a research-based consulting methodology to deliver SEO, PPC and usability services for some of the world’s best known brands.

To support its work as a search agency, Enquiro has conducted and published the results of multiple studies on B2B buyer behavior and user engagement with search engines, including eye tracking methodologies.  For more information, visit www.enquiro.com.

Media Contact
Cindy Danielson, Director of Marketing
Enquiro 1.800.277.9997 ext. 225, cindy.danielson@enquiro.com

About Kinaxis
Kinaxis empowers its enterprise and mid-market customers to continuously align demand and supply, thereby bridging the gap that exists between planning and execution. With the on-demand RapidResponse service, companies can continuously manage to their S&OP and revenue objectives despite the daily risks and volatility inherent in today’s increasingly unpredictable world. With a strategic competency in rapid response to change, global leaders are realizing a competitive advantage using a single service that addresses multiple, critical supply chain and operations performance challenges. For more information, visit www.kinaxis.com or the Supply Chain Expert community at: http://community.kinaxis.com

Media Contact
Lori Smith, Senior Manager, Corporate Communications
613-592-5780 ext. 5297, lsmith@kinaxis.com

About BtoB Magazine
BtoB, a Crain Communications publication, is the magazine for marketing strategists. It is the only publication dedicated to all disciplines of business-to-business marketing. In print, electronically and through events, BtoB delivers the latest trends, best practice case studies, research, and analysis that senior marketers need to develop a winning integrated marketing strategy. 

Suitemates by Kinaxis: Ep-1 - Two Peas in a Prison

 

Suitemates by Kinaxis: Ep-2 - Suites Are Sour