Lead Generation For HPE
Engaging new or existing clients to upgrade the HP StoreServe 20000 was a tall task. Campaigns delivered by other agencies prior to CMG had not delivered the results they were hoping for. We knew we had a challenge on our hands. SCS gave us a target number of leads to hit which was in the single digits, as these high quality leads will convert to high
dollar sales. They new we had delivered results that exceeded their expectations on previous campaigns so they turned to us once again.
CLIENT:
Sirius/HPE
SERVICES:
Integrated Marketing Strategy
INDUSTRY:
TACTICS:
SOLUTION
First, we segmented the database into two groups, existing customers and new targets. This way we could have two messages which is important when introducing a company to a new target. We created series of specially crafted messages that focused their audience on an extraordinary goal. We knew that our targets would be engaged with the right message and theme. HP has a licensing agreement with Disney/Star Wars.
We capitalized on this agreement and ran a competition that gave-away a select number of Star Wars mice to registrants as well as a special edition notebook if they purchased a HP Store Serve. Winners were selected randomly We created a multi-touch integrated campaign that showed the numerous benefits of HP StoreServe. Our direct mail, email marketing and landing pages offered a device these customers would love and actually use.
THE OFFER
Within each touch point, the messaging localized the issue through use 500 prospects that are from a current install base and 500 from a previous webinar. With the use of market‐specific need‐based statistics and highlighted performance from older generations. Additionally, the offer strategy leveraged the partnership between HP and Disney/Star wars to entice customers to sign up for a meeting.
The campaign had a specific goal of 7 leads. Together, the messaging and offer inspired customers to act quickly.
Finally, to cost‐effectively ensure that the campaign spoke to the right audience, we applied a custom segmentation strategy based on each customer current needs
While managing the database from start to finish we were able to keep an eye on leads generated to maximize the budget and keep the campaign in check rather than just letting it run and make adjustments if needed.
RESULTS
We were asked to generate seven high quality leads. We developed 31 leads. Yes, we reached 342% of the goal. In fact, 50% of the visitors that were directed to the landing page from direct mail and email converted into a high quality lead. We delivered 2 email campaigns and averaged a 35% CTR.
In the beginning, this was slated to be a 2-month campaign that would produce 7 leads. In the end, it was a little over three weeks and produced more than 4 times the lead goal.