How to use direct mail as a relationship builder.
- Project Details
- Category: B2B
- Client: Fujitsu
One of the responsibilities for an IT Director is the day-to-day running of an organisation’s IT infrastructure. Quite often this infrastructure has grown over time as new requirements are fulfilled. This can lead to complexity with servers seen individually rather than pooled together to form one complete resource. The infrastructure becomes difficult and time consuming to manage, as well as inefficient and costly to run. IT Directors are time poor and the opportunity to free up time to focus on more strategic business issues is very compelling.
In response to this audience challenge, DirectionGroup created a high impact direct mail that was developed to visually demonstrate the issues confronting IT departments and present the Fujitsu solution i.e. the purpose of the DM was to provide an accurate demonstration of the multi-component nature of many company servers and the problems thereof.
DirectionGroup created an ‘AirFix’ style car model kit where all the pieces were loose and there were no instructions. While it would be nearly impossible to build a model car yourself, the message was that Fujitsu had the expertise to turn this into a high performance model. This piece of direct mail created real standout and was an excellent conversation starter for the target accounts.
Fujitsu account managers selected contacts/organisations that were prime for this message. All individual website interactions and data collected during the telephone follow up were added to the CRM system for future use. With a budget of just £8,000, the early stages of follow up have generated a long-term pipeline of £800,000 in attributable sales from only a few meetings. Fujitsu have commented that this initiative has enabled them to open up dialogue with accounts that had been difficult to crack.