Business Challenge: The Company had just completed a series of acquisitions enabling it to broaden its product line and become a viable competitor against the market leader. However, the Company had little brand recognition in the marketplace and was virtually unknown to potential buyers.
The Solution: A multi-channel branding and demand generation campaign was launched identifying the competition in an effort to educate potential buyers that another viable option was available. New materials to support the ad campaign included corporate brochure, case studies, product data sheets, white papers, webcasts, podcasts and events. As a result of the campaign, sales doubled and the pipeline grew more than 200%. To maintain the momentum and promote specific product offers, additional direct response, telemarketing and e-marketing campaigns followed.
Business Challenge: After a series of acquisitions to diversify and round out its product portfolio, the Company amassed more than 450 products and services and needed a simple way to communicate and drive awareness for its new integrated solution offerings.
The Solution: After rationalizing the product offering and creating product suites, a multi-channel, global demand generation campaign was launched. Initiatives included print and electronic ads, e-marketing, events, direct response and telemarketing. As a result of the campaign, revenues increased from US$125 million to more than US$250 million in less than two years.
Industry: National Retail Department Store.
Business Challenge: Regional sales in the children's department were declining by a double-digit percentage attributed to the growing trend of schools implementing strict dress codes and uniforms.
The Solution: The Company approached schools in selected markets offering to sell
approved apparel to meet uniform requirements in exchange for marketing access
to student families. The schools benefited by having a local retailer with
competitive pricing versus just catalog options. With targeted and personalized direct response campaigns, store traffic increased enabling the retailer to cross-sell and up-sell casual and weekend
wear in addition to uniforms. As a result of the program, participating stores achieved double-digit revenue growth and the highest sales per square foot in the region.
Industry: Healthcare Information Technology - software, hardware, consulting, outsourcing and data centers.
Business Challenge: It was not cost-effective to send technical field demo teams to client sites to cross-sell and up-sell departmental, add-on product offers. With limited resources and staffing, the Company needed an alternative means to showcase a highly technical product offer.
The Solution:
To help drive smaller transactional add-on business, integrated demand generation campaigns were launched through aggressive e-marketing. The campaigns included fully-animated and user-friendly demos and everything one would need to know to make an educated buying decision on a 3.5 inch CD-Rom. Using these cost effective interactive guides, sales were closed through telemarketing and executive account teams versus expensive on-site demos.
Industry: Software.
Business Challenge: The Company had just completed a relaunch of its product and services; however, it was not receiving RFP invitations and would often read press releases from competitors announcing wins which it felt qualified to compete for.
The Solution: To create immediate awareness in the industry, the Company created an "attack campaign" on the competition. Leveraging the media and analysts as third-party experts, the Company submitted and won numerous product reviews, awards and analyst validations. These validations were then used as the proof points in demand generation campaigns. As a result of the campaigns, the start-up increased its revenue from US$6 million to more than US$17 million in 12 months and carved out a very profitable market niche.
Industry: e-Business Consultancy - strategy, consulting, creative, branding, demand generation and systems integration.
Business Challenge: The Company needed to quickly hire 60 marketing, communications and creative leaders to launch its e-Business consultancy. However, the larger more established companies in the sector were booming and talent was very scare. The Company needed an innovative way to attract and convince experienced professionals to join the start-up.
The Solution: A multi-channel recruitment campaign was launched utilizing direct response, ad banners, print ads and e-marketing. The call-to-action was to drive talent to an unique Web portal to learn more about the opportunities and Company culture. As a result of the campaign, the Company was able to meet its staffing requirements with qualified personnel within a record six months.
Business Challenge: The Company determined the best way to boost revenue was to target specific vertical markets. The strategy was to raise awareness, establish credibility, and create demand in the hi-tech manufacturing space for an unfamiliar product offering.
The Solution: A multi-channel demand generation campaign was launched utilizing e-marketing, banner ads, direct response, telemarketing, social media and media relations. The program was designed to educate prospects that they had a security problem and how to solve it. Materials to support the campaign included a white paper, on-demand webinar, case study, press release and by-lined articles.
