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MICROSOFT
IT MARKETING
DIRECT MAIL / SPECIALIST PRESS |
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GAIN MORE SALES BY STAMPING OUT SOFTWARE PIRACY AMOUNGST SYSTEM BUILDERS
NO MAYBES
1 in 4 business applications used in the UK is illegal in some form. Which meant A lot of lost sales were coming from System Builders turning from "Maybe I should buy Microsoft software from Authorised Dealers", to "No, I will use or install pirated software"
INCITEMENT
We had to incite System Builders, but not threaten them, based on the legal & technical dangers of using software that is not legally licensed. We used the emotion of high risk, and backed it up with the rational business benefits and long-term profitability of legal Microsoft software.
PROFITABLE EXPERIENCES
We created a profitable experience by educating SB's of the legal ramifications of illegal software, as well as the potential technical problems - ie it would be a false economy to install pirated software, and more profitable in the long run to use software from authorised dealers.
A 2 tier dm campaign with different messaging and offers dependent upon System Builder's purchasing pattern with distributors over the last 3 months. Supported by a press campaign in the specialist press.
EFFECT RESULTS
$288,000 extra sales for Microsoft in 6 months.
The campaign was subsequently rolled out across Europe, Middle & Africa.
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