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Case Study: Technology, Business-to-Business

How an anniversary message translated into increased sales and a stronger brand.

Situation: Our client — a leading, international provider of networking technology-was experiencing a steady decline in channel sales for its Switch products due to competition. International markets had low channel margins. Also, the overall end-user market for Switch products was diverse and difficult to penetrate.

The client needed to stem market share erosion and address competitive threats, as well as create an efficient process for lead qualification and distribution to the channel. To accomplish this, our client needed a hard-hitting international campaign that reached both the end-user and the channel.

Strategy: The overarching strategy was to generate both awareness and demand for our client's Switch products through an integrated, global campaign that reached end-user companies, heightened their awareness, created demand, and drove them to the channel to purchase.

The campaign needed to encourage the sales channel (distributors and resellers) to promote our client's Switch products. And it needed to position our client as the leader of Switching technology and products.

Solution:

		Integrated, Comprehensive Campaign: The Anderson team developed a campaign that targeted both end-user companies and the channel. End-user targets were contacted with a multimedia direct response campaign to generate interest and get them to provide information about their companies, so they could be distributed as leads to the distributor/reseller channel for follow-up. A relational database system captured, qualified, and distributed leads. A multimedia awareness campaign was also developed for the channel to reinforce the program.
		A Complete Promotions Program: We implemented an offer program that incentivized end-user targets to respond, provided them with a purchase incentive at the channel point of sale, and provided an incentive to the channel for Switch product sales.
		Multimedia to Maximize Exposure and Hard-hitting Creative to Maximize Response: Media included print advertising, online advertising, direct mail, email, flyers, and collateral. A consistent, global message was used: "Celebrating 30 Years of Ethernet." Creative was offer-driven with a strong call to action. Marketing communications were multilingual for international end-users and distributors/resellers.

Results: Our client was positioned as a leading, global provider of Switch products. 8,978 leads were distributed to the channel sales force, and the channel reported a 40% lift in Switch margins. Also, responsive, high-performing vertical segments and data sources were identified for future campaigns.

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