Follow-Up’s integrated marketing platform connects market activities at TV4 



TV4 is Sweden’s biggest TV channel. TV4 is a part of the TV4 Group, which also includes TV4 Plus, TV4 Film, TV400, TV4 Fakta, TV4 Guld, TV4 Komedi, TV4 Sport and the new TV channel TV4 Science Fiction. Additionally to that the group also consists of twenty four local TV stations in Sweden. Nya Medier (New Media), represents the Web media and interacts with more than one million users every week through their channels tv4.se, tv4nyheterna.se, tv4vadret.se, tvplaneten.se, blip.se and fotbollskanalen.se.

The task
Rapid growth of the TV4 Group and intensified marketing activities made the existing sales supporting tool obsolete, thus being unable to provide the staff with an overview of the ongoing and conducted projects. For that reason TV4 started their search for a complete system for electronic communication that could provide functionality and easy to use standard with full compatibility to the existing sales supporting system.

The solution
Integrating Follow-Up’s module tool for events and campaigns with the existing CRM system solved the task. By doing this, TV4 assembled all marketing activities on one platform which enabled cross information between the immediate departments allowing them to follow up and evaluate the conducted activities.

The result
The TV4 Group gained a cultivated and more efficient process for electronic customer communication. This provides the organisation with an increased capacity and functionality combined with a simplified administrative process for all marketing- and sales related project. The increased functionality has even affected the staff creativity, thus the quality of the feedback between the marketing- and the sales department.