Opening the Doors to New Conversations With Potential Customers
In the high competition market of End User Devices, they needed a way of capturing the attention of their target audience, and then communicate the company’s value proposition. The campaign execution required an end-to-end solution from conception of ideas to the final reporting of metrics.
The Challenge
Our client was looking to acquire new customers within the enterprise accounts as part of their quarterly marketing plans to increase market share. In the high competition market of End User Devices, they needed a way of capturing the attention of their target audience, and then communicate the company’s value proposition. The campaign execution required an end-to-end solution from conception of ideas to the final reporting of metrics.
“Our business is looking to acquire new leads.”
“A lot of marketing agencies don’t understand IT industry.”
“Our organisation is looking to produce innovative marketing campaigns that speaks the language of our target customers.”
“Messaging and content from Global Assets provided by my vendors are too customer centric and doesn’t resonate with our target customers.”
The Solution
- Marketing with cut-through: understanding the drivers of IT decision makers
- End-to-end campaign management to ensure close loop marketing and sales lead opportunities are maximised
- Solutions-focused campaign strategy & execution with measurable ROI
- A strongly aligned tactical sales engagement program
How We Made It Happen
The four critical success factors to this campaign involved:
- Messaging that resonated with the target audience and creative that delivered strong cut-through
- Systematic processes to ensure execution remained on time and on budget
- Locking down target accounts to ensure objectives were clearly defined
- Constant and concise communication with the sales team to ensure no opportunity was missed.
Key to the success of this project was understanding the pain points of IT Decision Makers and developing appropriate messaging. It was by truly understanding what drives IT Managers and the pain points they encounter, that a strongly defined value proposition was forged.
The client wanted the target audience to sit up and take notice, with a strong call to action that could be leveraged by the sales team to generate pipeline. All this while remaining consistent with the new Brand guidelines developed by their recent merger.
Our recommendation was the execution of a two-part direct mailer. Several messaging options were proposed, with the client ultimately deciding up on a car-themed execution.
Delivered by courier, part one consisted of a high performance remote control car custom-packaged in the client’s brand messaging; sales representatives would follow up each customer with the offer to personally deliver the remote control (part two). This initial piece would rouse interest, while introducing the client’s value proposition.
To maximise ROI, we worked to lock down a list of target accounts with the client, followed by a telemarketing execution to ensure that contacts within the given set of accounts were the most current and appropriate decision makers within their organisation. This was to ensure that parcels were sent to the best opportunities.
To also minimise costs, the remote controlled cars were sourced from China, with local Australian production of the packaging which included a custom-printed box for both the car and remote control. Careful consideration had to be taken due to potential timeline slippages associated with customs and production. As with any custom fulfilment, pre-production samples of the product and packaging were developed to ensure they were meeting client requirements.
The experience of the recipients of the direct mailers needed to be sharply executed: they would receive a package by courier; upon opening the parcel they would find a remote controlled car with a personalised letter introducing our client’s value proposition. Thirty minutes after delivery confirmation, an automated email would be sent to the recipients with messaging aligned to that of the direct mailer and provided yet another marketing touch point.
While this was happening, the individual sales representatives were being notified in real time when parcels were being delivered to their customers.
Forum Group also assisted with the sales engagement activities by developing call scripts for sales representatives making the initial call contact to the customer. This was of great help to the less seasoned sales team members as it provided them with talking point ideas and new ways of introducing themselves to acquisition customers.
As there were many items being sent, delivery was trickled over the course of several weeks to ensure that the sales team had sufficient time to coordinate resources to call their customers as the parcels were being delivered.
In order to get approvals from both client and MDF vendor, a campaign summary detailing ROI and other metrics was developed with details of the target audience, proposed marketing vehicles, sales engagement initiatives and timelines. Metrics such as forecasted reach, number of sales qualified leads, estimated funnel, number of win and forecasted revenue were formalised to set expectations for all stakeholders, as well as provide a reference point for post campaign analysis.