2. Agenda
• Last 6 months activities and return
• Current Marketing Initiatives
• Update on the wider CE marketing with
new director – Stacey Thorpe
3. Marketing Review
E mail and Telemarketing
Strengths
• Raised brand awareness, cost effective, supported by vendors.
• Telemarketing and E mails leads generated
• Creating qualified database and new customers
Weaknesses
• Vendors we need to be more strategic partners & solution based.
• Measurement of ROI a challenge with leads follow up.
• Increasing average deal size is important.
• Measurement of inbound phone traffic.
4. Marketing Review
E mail and Telemarketing
Results
• 1016 new contacts added to qualified database over 6 months (705
ITS My Site and 311 Salesforce.com in last 2 months.
• 20 campaigns run through e mails and telemarketing.
• 250 Leads generated as IT requesters and 58 Salesforce.com
opportunities in last 2 months.
• Sales of products promoted in e mails over last 6 months $428,601
• Highlights - Good ROI from Hitachi Whiteboard campaigns, Autocad
& Toshiba, high ave transaction.
5. Marketing Review
Events
Strengths
• Increased ITS brand awareness & showcased our capability
• National capability
• Case study worked well should use more Eg Lexmark
Weaknesses
• Corporate Express value proposition could be improved
• Follow up on from sales on invites & leads needs improved.
Results
• 170 attendees at 10 events across 5 states
• Sales pipeline for IBM/vmware around $1.5M and sales with
customers we touched on IBM $500K
6. Marketing Review
Registrations Attendees
NSW 19 10
QLD 28 9
SA 23 11
VIC 31 16
WA 29 15
TOTAL 130 61
Registrations Attendees
NSW 43 28
QLD 31 21
SA 22 16
VIC 29 9
WA 43 35
TOTAL 168 109
CIO VMWARE & IBM SERIES CXO VMWARE & SYMANTEC SERIES
• On the 2nd
series of events our attendance rate climbed from 47% for
1st
series to 65% for 2nd
series
• In 2nd
series we had 82 individual companies attend the event series.
7. Marketing Review
Internal Communications
Strengths
• ITS My Site helping communicate
marketing messages
• Case Study’s created
• Sales collateral helping communicate
our value proposition
• Salesforce.com to measure campaigns
• Leverage off Greet IT forum
Weaknesses
• Vendor promotion communication
• More Case Studies required
• Product roadmap on CPG & ESG
Control
Remote Access &
Level 1 / 2 Helpdesk
Consolidation
Server
8. Marketing Review
External
Communications
Strengths
• Foundations laid on Corporate
Express IT Solutions offering
• PR stories in CRN
Weaknesses
• Website needs work to
represent our solutions
• Brand awareness still a
challenge
• Each state communicates own
offering, lack of consistency
and specific details on what we
offer.
9. Marketing Planning
• There will be workshops to establish purchase
decision processes for key products.
• We need to ask ourselves questions such as
how many people fail to make the transition in
process and why.
• Create SMART goals: smart, measurable,
attainable, realistic, tangible and timely.
10. Who are our customers
Low number of clients make up majority of revenue
5.25% make up 80% of our revenue (180 out of 3427)
8%
35%
4%10%
6%
4%
20%
11%
2% ACT
NSW
NT
QLD
SA
TAS
VIC
WA
ZZZ
State Breakdown
11. Who are our top Vendors
ACER
ADOBE
APC
AVISION
BROTHER
CANON
CITRIX
HEWLETT-PACKARD
IBM
KONICA MINOLTA
LENOVO
LEXMARK
MICROSOFT
OTHER
PANASONIC
SAMSUNG
SAMSUNG ELECTRONICS
SYMANTEC
TOSHIBA
VMWARE
12. ROI process
What is the overall business objective in which
the communication will contribute?
Initially we want to create overall
business objectives
Increasing sales
It is more important to set realistic targets
Increase sales by 15% over next
12 months.
13. • Key is that we
substantiate brand value
propositions in
marketing we do.
• ITS needs to work out
our unique value
propositions eg TLM
and substantiate
capability.
Brand Positioning
16. Event improvements
• New look and feel
in design
• Stronger date
graphics
• Event topic’s more
compelling.
• Cross promotion eg
Microsite
• Event Plan
developed
17. E Mail Improvements
• New look and feel in
design
• Compelling offer in
each e mail
• Every product
selected has code or
kit code.
• All products chosen
in stock
• Awareness of new
ranges eg camera’s
• Telemarketing plan
19. Grid Campaign Example
• Increased customer touch
• Qualified sales leads, see who has opened lead
and interacted with site
• Lead Alerts followed up by telemarketing and
qualified leads passed to sales
• Event is cross promoted by site and
telemarketing.
