Rainbow Technologies Sentinel Pan-European Campaign

The Challenge
ECM’s challenge was very simple. How to create a campaign to meet sales targets in the UK, France and Germany for this market leading software security brand on a very tight budget?

The Strategy
Start with the essential building blocks and add the next stages as and when budget becomes available.

The Solution
1. ECM’s first task was therefore to prepare in-depth research of the target market to establish the key issues and marketing communications preferences for each country. As is the case with many of our research projects, ECM was able to not only provide the essential (and sometimes surprising) facts, but also real added value to our client by providing candid insights from both potential customers and from our perspective of the market.

So much so that we were able to recommend a new and improved way to demonstrate the product to Rainbow’s customers which has now become a fundamental part of the sales process.

2. Source and compile a highly targeted database for each of the target markets by researching list options in each country, assessing the most cost effective purchase options and then delivering each country’s list of targets cleaned and qualified by telemarketing including personal email addresses for each prospect.

3. Based on the research, ECM then prepared the creative concepts and messages to communicate Rainbow’s key messages in a series of impactful emails and a simple but effective direct mail piece – all translated for each country.

The Results
Sales figures are of course confidential but suffice to say that Rainbow Technologies has enjoyed the sales quarter.

“We knew we had a very tight budget for all the things we needed to do, yet ECM said: ‘Just give us a budget and we will work to that’. And they did.

Even to the extent of adapting well when we inevitably threw in new requirements. So much so that this initial campaign has provided the foundation upon which all our activity for the forthcoming year has been based.

Their creativity is great to see, and what a pleasure it is to work with a team that are always responsive and enthusiastic.

ECM's work with Sentinel has resulted in success way beyond our expectations.”

Andre Armstrong
Marcoms Manager EMEA
Rainbow Technologies