Winner: Best Use of Direct Mail

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The Legacy modernisation campaign was named ”Light bulb changers”. The objective of the campaign was to sell the Legacy Modernisation Service and get 35 customer meetings for some leading consultants at Fujitsu. At the same time the aim was to increase awareness of this service and Fujitsu’s application services in general. Application modernisation is in practice a very complicated and technical procedure. However, the decision makers are often more business oriented than trained in coding, for example. Thus, it was of utmost importance to present Fujitsu’s offer and expertise in a very simple and straightforward way. The idea that “Application modernization is almost as easy as changing an old electric bulb to a new LED lamp” was created.

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  • Before the business case there were two professionals with good dialogue with each other. Left: MM:s Account Director with years of experience in marketing positions in the it-sector (for instance Teamware Group and Isoworks with now are parts of Fujitsu). What is important here to remember is naturally the agency´scapability to understand theclient´s business and market.Agencyneeds to knowwhat is consideredboldorboring in a certainindustry. Butnone of thissucesswouldhavehappendwithout extremely Smart Client who wouldn´t accept anything but highly professionally planned and executed work.
  • FirstFujitsu Finland decided not to use marketing material they already had on legacy modernization. Too technical. Nothing particularly memorable. The goal – however – was reasonable ambitios taken ito consideration that…
  • First two concepts that were discussed betweenKimmo and Mervi > were not good enough and so on the team continued generating ideas. “Easy, fast and efficient restoration”Risk ManagementDouble the life cycle of your application with Fujitsu´s modernization offering > analog with the LED-lamp
  • FinnishFujitsuwanted to find - not a good – but the winning – concept. And itwasdonewhen the idea of the lightbulbchangerswascreated! The
  • As often in b2b projects, it is the sales personnel and other experts of the service and product – who can ultimately WIN or LOSE the game. Especially with this scale of service we didn´t want to let chance decide. In the early steps of creating this campaign we decided that the experts - who were going to actually meet the clients and have crucial role in winning the clients confidence – would have a visible role in the campaign.We can thank Fujitsu Finland´s remarkable organizational cultrure for these people´s exceptional abiity to throw themselves into this. What happened was that we actually branded the sales people as Fujitsu´s Light Ulb Changers who would come and help ypu – Dear Director – with the Legacy Modernization issues in your company.
  • Approachable and happy persons who clearly seem to like what they are doing. Often – when you know what you are doing, it is easier to be happpy about it….Instead of technical jargon etc.
  • Our Creatives were having fun with the concept and playful sales team who were willing to have fun as well. For instance the teaser included variation of famous joke: “How many Fujitsu professionals does it take to change a Light Bulb?”
  • …. And The Fujitsu Peopledidcgange light bulbs as well. This was in their intern occasion but still. The concept was well sold toFujitsu´s own personnel before the actual campaign start.
  • What guides us most is the mindset of Customer Service Business > always remmeber to think from the Clients Perspective first! Only after that plan what needs to done in your own world. Thank you.
  • Winner: Best Use of Direct Mail

    1. 1. Case: Light Bulb Changers for Fujitsu Finland by MicroMedia Katri Järvi CEO, MicroMedia Oy, Helsinki© MicroMedia® 2012
    2. 2. • B2B Marketing since 1978 • Sales Director´s Best Friend • 70 employees© MicroMedia® 2012 • Planning and Execution
    3. 3. 1. Mervi & Kimmo© a® 2011
    4. 4. Legacy Modernization • Complicated and technical procedure • Business oriented decision makers The Aim was… • to get 35 client meetings and • to increase awareness of not only this service but Fujitsu’s application services in general© a® 2011
    5. 5. Healthy criticism…© a® 2011
    6. 6. 2. Simple and Straightforward Idea – the Light Bulb Changers© a® 2011
    7. 7. 3. Humbleness with Data • List of top 200 companies in Finland • Telescreening • from 200 to 100 companies • identifying and validating of 300 decision-makers: • CIO • CFO • Manager responsible for applications© a® 2011
    8. 8. 4. Commitment© a® 2011
    9. 9. 5. From Emotion to Ration – even though this is B2B© a® 2011
    10. 10. 6. Utilizing the Visual Concept© a® 2011
    11. 11. 7. Internal Marketing© a® 2011
    12. 12. Integrated Campaign Target Group Teaser DM with LED Email Appointment Top 200 reminder Booking companies Presenting The Fujitsu light bulb www changers to the campaign- Telescreening: target group site BANNERS & 1. Right BLOG decision ATTEND AND WIN makers 2. Tailored speaks &© a® 2011 offers
    13. 13. © a® 2011
    14. 14. Results Pipeline of 7 Million € DM was noticed by 93% Hit rate: 84% meetings Target group: CIO, CFO, IT-Managers Company size: TOP 500© a® 2011
    15. 15. Amount of Customers Relationship maintenanceMarketing During the Customer Lifecycle and lead generation Project phase marketing Negotiation phase marketing Lead marketing with brand support A B C D E CRM Target group segmentation Strategic choices © a® 2011
    16. 16. B2B Marketing for Better Sales CLIENT MicroMedia STRATEGIC MARKETING CHOICES STRATEGY AND OBJECTIVES DATA DIALOGUE Measurable Results in Sales SALES STRATEGY CREATIVE APPROACH© a® 2011
    17. 17. Thank you! Katri Järvi katri.jarvi@micromedia.fi www.micromedia.fi© a® 2011

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