Noetix asks “Wouldn’t it be Nice?” to Get New Business from Existing Customers

a GSI Client Case Study

Background

Noetix provides instant operational reporting and packaged analytics for Oracle Applications, all tailored to specific enterprise requirements. Noetix wanted to reconnect with a group of customers that were not making optimal use of Noetix services and software. In particular, Noetix wanted to generate updated leads for its managed services, a high-end offering that typically has a high renewal rate. To reach out to these customers they called on GSI Marketing, a division of Graphic Solutions, Inc., in Seattle, Washington.

Campaign Objective

The campaign had three primary objectives:
1. Update contact information and renew relationships with key contact people in 81 companies.
2. Encourage decision-makers to re-qualify for sales follow-up
3. Discover new IT challenges that may offer opportunities for Noetix managed services offerings.

Target Audience

Noetix identified 235 contacts in various IT roles in 81 companies in which Noetix did not have managed services agreements or where other services were being used at less than optimal utilization. The contacts were primarily mid- to upper-level managers and software engineers who had previously been the key point of contact for Noetix. Nearly, all were influencers or decision-makers with respect to IT services within their respective companies.

Message and Creative Strategy

IT managers know that service agreements keep software up to date and increase functionality, but in large enterprises such agreements are not always renewed when IT managers change jobs or are tasked with managing other initiatives. The strategy in this campaign was to renew relationships with IT executives and focus their attention on Noetix Managed Services for enterprises that rely on Oracle for enterprise data and analytics software.

A closed-face invitation-sized envelope was printed with the offer for the 4 GB USB flash drive. The mailpiece was a two-color accordion-folded sheet, 5 ¾ x 17 ½-inches which folded to five panels, each 5 ¾ x 3 ½-inches. The headline on the front panel, “Wouldn’t it be nice…” led the recipient through four panels that expanded the “Wouldn’t it be nice” question:
“…if you had more time”
“…and could realize performance gains,”
“…enjoy current release functionality”
“…and minimize the impact of turnover”
“…and save [recipient’s company name] money, too?”

The first call to action was the headline “You Can” and contained the flash drive offer, the message “Get Started Today,” and a personalized URL. Turning the page, there was a personalized letter that described the top-line benefits of Noetix Managed Services and the pURL.

This messaging was designed to touch on key “pain points” of IT managers while emphasizing the advantages of Noetix Managed Services program. Most notably, these were to simplify the life of IT managers and their departments through updated releases, increased functionality, improved performance and reduced costs.

Campaign Structure

The campaign consisted of a single, first-class mailing of 235 pieces to IT executives and managers in 81 companies.

Using MindFireInc’s® LookWho’sClicking® software, a personalized landing page was created for each recipient. The landing page included a short survey which asked customers:
1. Their role at their company
2. Who is responsible for managing the Noetix environment at their company
3. If they have lost any members of their team in the past year
4. Whether their company’s IT functions are outsourced to a third party provider
5. The challenges they face administrating the Noetix environment
6. The challenges they have from a business perspective with the management of the Noetix environment

Recipients also were asked to verify their contact information, and indicate whether their responsibilities included recommendation or approval of managed services offerings. The first 50 respondents received 4 GB USB flash drive if they completed the survey.

Results

Although the small list contained only 235 pieces, it generated a 11.9 percent visit rate to the pURL landing page, with 8 percent of visitors completing the survey. Cost was approximately $2,700. While exact numbers and results of this successful program are not available, Noetix will be considering additional cross-media projects that will generate these types of double digit results.

Awards Graphic Solutions won for this campaign:

Graphic Solutions manages projects that have received regional and international recognition by The International Association of Printing House Craftsmen, Inc. (IAPHC) in a premier competition rewarding excellence in the arts and sciences of printing and other graphic arts.

A truly global event, entries are submitted from Australia, Britain, China, Germany, Hong Kong, Korea and Singapore. Over the last several years, the competition has drawn more than 3,000 entries submitted by over 1,200 firms ranging from small town service printers to the world’s biggest graphic arts companies.

With Graphic Solutions, you can be sure your project will be produced to “Award Winning” standards.

2009 Awards

At the 35th International Gallery competition, Graphic Solutions was awarded a Gold and Silver award for the case study project; one at the local level and one at the international. The Cross Media campaign, utilizing Personal URLs, E-Mail, Variable Data Printing, Offset Printing, and Ink Jet Mailing Services, was designed for the client to entice cold leads to a Personalized URL page (PURL) where they asked to participate in a survey that would assist the client’s marketing and sales teams in developing cold leads into hot leads.
Both of the above pieces received awards at the local competition, The Gallery of Superb Printing produced by Crafnet-Seattle.