Skip to main content

Marketing Sherpa's Moment of Fame

If you haven't downloaded Marketing Sherpa's Marketing Wisdom for 2007 report yet, check it out -- it's packed with insight, ideas, and a few just plain entertaining stories of real-world marketing.

Of particular interest is item #87, which details a highly successful and award-winning direct mail campaign done for a supply chain management outsourcing vendor (okay, I may have had something to do with this). Here's the original story:
The challenge: design a direct marketing program to get the attention of C-level executives and VPs at medium to large software companies for a strategic, high-value service, specifically, outsourced supply chain management from Zomax.
The plan: a direct mail campaign utilizing an interactive CD inside a DVD case with an insert showing a superhero illustration to give the package a video game feel. The flying superhero wore a high-tech toolpack on his chest with tools creatively labeled to reflect the company’s supply chain services offering, such as “Inventory Normalizer” and “Supply Chain Analyzer.”
The result: an award-winning campaign that was also a big business success. More than 30% of recipients viewed the CD; 6% entered into active sales cycles, and a third of those became clients, producing more than $500,000 in revenue. The campaign was named a finalist or winner for four different awards, including the CMO Council / Yahoo! Big Idea Chair award.
Lessons learned (a.k.a. keys to success):
Make a list and check it twice (at least): Because each package was personalized with the recipient’s first name and company name, production costs were high and returned packages had no re-use value – so the list had to be solid, both in terms of company size and targeting the responsible individual. First, hours were spent building a list from in-house, purchased, and publicly available sources, and then each company was called to verify the appropriate name, title and address.
Make it personal: Personalizing the package increased both curiosity and the “cool factor” – it looked like a video game designed just for the individual and company.
Special delivery: The superhero packages were delivered via FedEx. While this added significantly to the overall campaign cost, 1) people are more likely to actually receive and open FedEx packages than regular mail, and 2) we were able to track delivery dates and times for phone follow-up.
Track it: The CDs were embedded with Zomax’ own tracking technology, iTrax, which allowed us to track – at an aggregate level, similar to web analytics for a website – the total number of CDs viewed, the total number of times they were viewed, and how many different PCs they were viewed in, to measure campaign response.
Coordinate follow-up: Deliveries were tracked in Salesforce.com, and marketing worked closely with sales to ensure that all recipients were followed up with by phone within 48 hours of receiving the package. Many of the recipients who weren’t immediate prospects still said they loved the package and would keep it on their shelf, providing Zomax with a number of long-term leads to nurture in addition to the short-term sales opportunities.
*****
Terms: Marketing Sherpa Wisdom for 2007 report, supply chain management outsourcing, direct marketing, direct mail, interactive CD, CMO Council Yahoo! Big Idea Chair award, personalized direct mail, trackable CD marketing, iTrax, Zomax, salesforce.com

The source for web marketing news, resources and tools: WebMarketCentral.com
The only Twin Cities (Minneapolis/St. Paul) marketing, PR and B2B lead generation agency focused exclusively on B2B technology clients: KC Associates

Contact Mike Bannan: mike@digitakrdm.com

Comments

Popular posts from this blog

Digital Marketing for Law Firms, How Hard is it?

A lot of "verticals" or industries make sense for digital marketing and the whole process can be very easy and intuitive. For instance, if you are running a Search Engine Optimization company, it's very straightforward to content market:

1- Write blogs or articles about SEO
2- Try to answer questions people have about SEO
3- Optimize those blogs around what the questions are and what you are saying.



But what about an industry that is a lot more complicated and not very straight forward? What about marketing for lawyers?

ACE, one of Philadelphia's top Law Firm Marketing companies, just posted this extremely helpful blog about why SEO is important for Law Firms. It delves into exactly how to do the job for a complex industry like the law and its practitioners.

One of the key points in the entire article is: "If your customer journey does not have a use for search services, then you'll never see SEO campaign results."

We recommend reading the whole thing. …

Tip #3 to improve your digital marketing

Do Your Research You may have ideas for what is going to work best for your audience based on past experience with your ads, but taking the time to conduct thorough research and have data to support your actions is important. You may anticipate that your customers will behave a certain way, when in fact they go in a completely different direction. It’s essential to be prepared for this ahead of time and use the information you collect from research to planning your marketing strategy. Elliot Simmonds explains this concept below:

“ A lot of people use sponsored posts and other paid advertising, and it seems that many are happy to simply pay the money and watch the views and clicks roll in - even if some of those clicks are from individuals tangential to the product or service they're promoting. Most platforms allow you to specifically target your sponsored posts and ads, and my tip is to do so following a period (even if it's only a short period) of actual research. Your gut i…

Tip #2 to Improve your Digital Marketing

Spend Wisely Each platform used to market online provides you with a different value. You need to analyze which outlets you should invest more time and money into, and which ones are not as important. Some platforms that work well for one company, yield little to no results for another. You need to find the one that suits your business goals the best. Digital Marketing is all very specific to your brand, and you need to plan your budget accordingly. Determining what each platform is going to do for your specific advertising efforts should be the basis for the decisions you make with your campaigns, explains Hitesh Sahni, Marketing Consultant at Smemark:

“It’s imperative to understand the value each channel offers. Search advertising platforms, such as Google Adwords, work best when there is a clear demand for your product or service, and you want to target people who search for your product or service online. Search advertising is less effective for a startup that has created a new an…