Beam Mail Up, Scotty!
The Norwegian company Tandberg, which provides high-definition video conferencing solutions for corporations of all sizes, wanted to get the attention of C-level executives in four verticals: finance, manufacturing, utilities and health care. It also wanted to get to them quickly. After all, its new line of products had been delayed, giving competitors a head start, so the firm needed a direct mail effort that would hopefully disrupt any sales process.
Tandberg turned to Goodman Marketing Partners, which asked it to hold its horses. "We said, ‘Let's not shotgun this. We need to understand each vertical market,'" recalls Denise Williams, director of strategic marketing for Goodman Marketing Partners. Because no one knew, yet, what "kept these executives up at night," Goodman conducted extensive background research so it could craft more on-target messages for direct mail and deliver relevant whitepapers that would move prospects toward eventual sales.
"Our job was to help get Tandberg C-level people no matter where they were in the buy cycle and start that dialogue," describes Williams, who helped orchestrate an integrated, multitouch lead-generation campaign with four separate, dimensional packages, all with different messages and each detailing a specific benefit of Tandberg.
Tandberg worried that the C-level folks would not respond to any direct mail and simply push whatever they got down the food chain. "But we know these people and knew they'd like fun, quirky packages," says Williams.
One look at the "Star Trek" package-the first touch in the campaign-and "fun" and "quirky" instantly come to mind. "We said, ‘Hey, Tandberg is all about getting you from here to there with the push of a button, just like Captain Kirk when he stood on a teleporter pad and got from one place to another in seconds,'" recounts Williams. (It also didn't hurt that the new "Star Trek" movie was coming out in 2009.)