|
|
 |
CAPGEMINI
BUSINESS MARKETING
DIRECT MAIL / BROCHURE / TELEMARKETING |
 |
1
2
3 |
GENERATE QUALIFIED BUSINESS LEADS FOR CAPGEMINI'S E-PROCUREMENT SERVICE AMONGST NEW AND EXISTING CLIENTS
NO MAYBES
Turning MAYBEs to YESes was a huge challenge -it is a high value and complex offer, and thee-marketplace is very noisy. And FDs are notoriously hard to reach and enter into a dialogue with.
INCITEMENT
Inciting hardened FD's was a challenge. Our strategy was not to hit this head-on but to engage them first and then incite them gradually. Having engaged their interest, it was easier to elaborate on a complex offer and incite them to respond and fix a sales
appointment
PROFITABLE EXPERIENCES
We engaged them with a high impact, experiential direct mail piece that brought to life the difficulty and frustrations of steering your way through e-procurement. This positive experience captured their attention and prompted them to respond for information on Capgemini's service. This came in the form of a highly informative and carefully structured brochure - which provided the detail that they needed. A highly trained telemarketing team then followed up the second mailing to generate appointments.
EFFECT RESULTS
Inbound requests for appointments: 2%. And outbound requests for appointments: 17%. The campaign was subsequently rolled out globally.
|
|
|
