Lead Generation For HPE
Sirius/HPE approached Christiansen McCain to execute a campaign that would generate leads and awareness of the new HPE Big Data.
The campaign targeted 700 white space prospects provided by Sirius. The list contained IT decision makers from large national and international organizations across various industries that were in need of Big Data
CLIENT:
Sirius/HPE
SERVICES:
Integrated Marketing Strategy
INDUSTRY:
TACTICS:
STRATEGY
Since this outreach campaign was to occur during the month of March, we decided to focus the campaign on the hype of college basketball’s March Madness. We developed a basketball flip game the prospective buyers could build out of the direct mail piece and encouraged registrations through email by offering a chance to win a throw back Michael Jordan Autographed North Carolina basketball jersey. The campaign was delivered through packaged direct mail and email marketing and focused on a “Big Data March Madness” theme.
TACTICAL EXECUTION
We developed a direct mail packaging with a basketball flip game that the prospects would have fun playing, while keeping the Sirius and HPE brand top of mind well after the campaign ended. The package consisted of a custom designed box, with a brochure that had all the necessary information they would need to make a informed business decision on purchasing HPE Big Data from Sirius. The brochure was then transformed into a basketball court, with a basket, ball flipper and 2 balls included for them to challenge their coworkers, or just play alone. After the packaged direct mailer was delivered, follow up emails were sent to each prospect that had not registered yet. Each email was custom designed and fully responsive, all with a CTA to drive prospects to a custom landing page to collect the data from each registrant.
RESULTS
The campaign was delivered to 700 prospects through both direct mail and email. Upon completion of the campaign, the highest performing email campaign delivered an 8.1% click rate, well above industry average for this market segment and C-Level prospects.