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Q: When does technology marketing cut through the clutter?
A: When quirky, original creative is matched with clear and compelling messaging.
Frontline Systems, an IBM business partner, was tasked with promoting a revolutionary new IBM storage technology called XIV to Australian organisations.
This direct mail, eDM and telemarketing campaign needed to communicate the product’s speed and performance, and highlight the cost savings achievable via XIV’s lowered total cost of ownership.
Targeting both IT and non-IT business executives, we developed space-themed creative that drew a parallel with the product (speed and performance) and escalating storage needs (asking prospects the question: “outer space?”)
We combined a high impact design style with our Buyer’s Journey Methodology to nurture and build relationships with Frontline’s customers. Two tactics included a landing page with convincing information to assist our prospects with decision making, and an aerobatic flight simulation incentive to encourage audience participation.
Campaign results were very strong: After targeting 1100 contacts at 600 companies, we achieved 218 leads including 24 appointments and a further 43 nurture leads (which indicate a 12 month opportunity).
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