Tag: eMail Marketing
When recession bites, it is important to know how much each operation costs and your own internal efficiencies. Most world class companies have a good handle on most areas of their operations; they know how much it costs to produce and deliver More..
Posted: July 2nd, 2009 / No Comments /
Generating New Business For Retail Manager
Retail Manager is an award winning retail communications solution that has over 10,000 users. It is a browser-based application which automates communications, information distribution and access to corporate information.
At the end of 2008, when Retail Manager wanted their digital marketing campaigns launched, retail was being hit hard by the tough economic conditions. Retail Manager knew retailers needed to increase their store efficiency and they had the solution. However it needed a cost effective way to deliver this message and a message that would portray Retail Manager as thought leaders in the marketplace.
APM Digital developed a series of emails, white papers, microsites and ROI cost calculators focused around a theme of ‘Resilient Retail’. The content provided retailers with strategies to increase store effectiveness and at the same time position Retail Manager as the company with the solution to these strategies.
Retail Manager’s campaigns went to a group of around 1,000 people. The campaigns had an average open rate of 38% (the industry average is 15%) and average click through rate of 42%
Posted: July 2nd, 2009 / No Comments /
Computer Associates Driving Event Registrations
Rapid market growth in ITSM was already a major feature in 2008. To capitalise on their previous success in Service Management, CA’s EMEA team approached Abachi to design an online campaign to reach across the European IT community. Previous ITIL marketing activity had already created a pool of pipeline leads interested in CA’s solutions, but engaging them with CA Strategists, and converting leads to prospects required a new approach.
Working closely with campaign managers, the events were designed around three products in the service management suite; CMDB, Service Catalog and Software Compliance to be hosted locally in each country. Abachi rose to the challenge with our in-house design, copywriters and builders to deliver clear informative creative, integrated into CA’s own digital marketing system.
With the success of the first big five countries, new events are now being added to the calendar as the campaign is extended further into the Service Management Community.
Posted: July 2nd, 2009 / No Comments /
PFIKS Winning in Government Case Study
Securing government business can be very rewarding; contract values are large and payment is guaranteed. But these riches are not easily surrendered. Existing suppliers guard their relationships carefully; the size and complexity of departments make identifying decision makers demanding, political sensitivities need to be recognised and managed. Winning government business takes careful planning, detailed knowledge and time.
PFIKS’ collaboration suite (Intelligus) was being piloted by a senior project director in BERR (formally the DTI). It significantly improved business process. Projects were completed in a fraction of their traditional time. However, little was known about the system. To win more business, PFIKS needed to inform and educate all BERR project managers. They also needed to identify key decision makers and influencers.
APM Digital’s experience in key account campaigning was crucial to PFIKS success. We designed a multi-part integrated digital campaign which positioned PFIKS as a thought leader. Creating the main messages was only part of the answer. Our copywriters produced white papers, case studies, fact sheets and business case calculators in ‘government speak’. We segmented our extensive opt-in public sector database to target project managers and suspected decision makers in BERR. Viral elements of the email campaign uncovered other influencers in the department.
Within three weeks PFIKS the campaign had delivered several successes: sales professionals were catapulted over ‘gatekeepers’ and into meetings with major decision makers, further business was secured and the department is currently considering rolling out PFIKS’ Intelligus system to all project managers.
“We are delighted with the results, Intelligus is now well known and its benefits understood by the department. The APM Digital campaign delivered in a matter of weeks what would have taken us over 12 months to achieve.”
Paul Thompson (CEO PFIKS)
Posted: July 2nd, 2009 / No Comments /
Selling In The Information Age
In a recession you need to recognising poor sales performance fast. However many companies fail, not because they don’t know what good performance is but because accurate information on poor performance is difficult to obtain. More..
Posted: July 2nd, 2009 / 1 Comment /