Unlocking
the National Heritage
The Company
iBase
is the leading developer of information retrieval software for image collections
management, with particular expertise (and experience) in the Heritage
market. iBase systems provide fast, flexible access to data, images and
multimedia through kiosks, CD-ROM and the Internet, and offer huge potential
benefits to the Heritage and other markets. With new management and new
financial backing, the company needed to get its marketing right.
One of the new faces at iBase, Iain France, had experienced the ‘ECM creative factor’ in creating results while Managing Director of Gretag Imaging. Iain invited ECM to prepare a marketing proposal that would take iBase where it wanted to go.
The Challenge
ECM’s challenge was to create an effective lead-generation program
to a very short schedule and at the same time, develop a range of marketing
tools that would maximise sales effectiveness – all on a very tight
budget.
The
Strategy
Working closely with the iBase marketing/sales team, ECM’s solution
included the detailed planning of a completely integrated direct marketing
campaign, starting with comprehensive research of both new and established
markets.
The Solution
The research results provided the structure for all ensuing work, establishing
the relevant importance of key messages to the target audience, and the
preferences for how these messages are communicated.
But how do we get the target markets attention?. What was required was a mailing piece with an appealing theme that would introduce the full scope of the iBase offering while motivating a non-technical audience of museum curators and others with responsibility for collections management. The theme would then be used across the campaign to promote high recognition.
To
demonstrate the combined potential and promise of the iBase solution,
ECM created the theme ‘Unlock your assets’ on a specially
laminated brochure written in very straightforward language and graphically
portrayed with an eye-catching illustration. The entire brochure was then
padlocked shut (with a real brass padlock!) and sent with an accompanying
key in a custom-made box. The prospect would therefore be intrigued and
involved with the brochure before it was even read!
With the mailing in preparation, ECM sourced, cleaned and qualified very targeted databases including a list of attendees at the Museums Association Show where iBase would have a stand and also a seminar. Graphics for the stand and marketing collateral (including a new ‘Step By Step Buyers Guide’) were created, and telemarketing and sales follow-up synchronised. Once everything was in place, the mailing was sent.
The
Results
The very next morning, iBase phones started ringing with interested prospects.
The next day, the Reply Paid Cards started to arrive and the telemarketing
follow-up team reported a massive 38% positive response on requests for
appointments and further information from the first batch.
The following week at the Museums Association Show, the iBase Stand was busy with over 70 new registered prospects talking face-to-face with the sales team. In all, over 300 high quality leads were generated from the first phase of the campaign – an outstanding overall positive response rate of 38% of the targeted database.
Meanwhile, ECM is rolling out the Padlock theme across the website, PR, product literature and sales collateral, to create an integrated campaign with the look, feel and key messages that we have proved produces results.
What our client has to say:
“When I joined iBase as Sales & Marketing Director in August 2001, I found a company with a tremendous position in a fabulous market, but it was clear that the marketing needed considerable improvement and focus to make the best of it.
ECM helped me to research and understand the market, so that we clearly understood what messages to emphasize, and how to communicate them. They also supported the development of these themes into creative marketing communications, which achieved an impact which surprised even us. The Padlock Mailer was just the start - we are now rolling the concept out right across all market sectors.
ECM have a structured approach to getting the foundations of a marketing campaign on the right footing, plus they have a highly creative approach to communicating the right message, to the right people, in the right way - which after all, is what marketing communications is all about.
I have worked with ECM before (whilst at Gretag Imaging) and I expect our very productive working relationship will continue in the future."
Iain France
Sales & Marketing Director
iBase