Case studies

IT Services & Products

Overview
The client is a leading IT services and products company. Although it has a great deal of brand equity in the services domain, this has not been fully leveraged to reflect on their offerings in the product category, particularly the hardware line. The client is now looking to aggressively market its offerings in the personal and office computing sector.

Our challenge is to provide the online aspect of this marketing drive, addressing both internal and external audiences, promoting brand and product awareness and inciting sales inquiries.

Solution
We are engaged in partnering with the client to create mailers targeted at various audiences. These include mailings to various internal audiences such as the sales team, channel partners and factory personnel to provide motivation and awareness of the clients' offerings and plans.

The external mailings go out to a diversified set of audiences, from the home computer user to medium and large corporates. The challenge is to create communication devices that do not lie unopened in the recipient's inbox, and that convey the right mix of information and appeal to result in a call being made to the client's sales force. Results so far have been encouraging, with online marketing clearly emerging as an integral and effective component of the overall marketing mix. Some of our communication ideas have also been spun off into the offline medium, underscoring the effectiveness of our work.