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Events Workflow diagram
Colin Thomson presented a marketing review covering the last 6 months activities. Key results included over 1000 new contacts added to the qualified database, 250 leads generated from email and telemarketing campaigns, and $428,601 in sales from promoted products in emails. Events achieved 170 attendees across 5 states and generated a sales pipeline of $1.5M. The review identified opportunities to improve vendor partnerships, lead follow-up, and measurement of ROI and phone traffic. Marketing planning will establish purchase processes and SMART goals to increase sales 15% over 12 months.
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Events Workflow diagram
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- 2. Agenda • Last 6months activities and return • Current Marketing Initiatives • Update on the wider CE marketing with new director – Stacey Thorpe
- 3. Marketing Review E mailand 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 mailand 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 • IncreasedITS 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 NSW19 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 • Foundationslaid 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 • Therewill 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 ourcustomers 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 ourtop 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 isthe 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 isthat 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
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- 15. Marketing Events Workflow EVENTCAMPAIGN WORK FLOW EVENT CAMPAIGN WORK FLOW
- 16. Event improvements • Newlook 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
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- 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.
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- 22. Grid Campaign LeadAlert Calls to Action Activated Page Visit: 4 actions 3 Page Visit: Promo 1 Page Visit: Contact 2 Page Visit: About Symantec & VMware 1 Started Step1 Presentation 1
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