SlideShare una empresa de Scribd logo
1 de 17
Descargar para leer sin conexión
Case: Light Bulb Changers
                           for Fujitsu Finland
                                 by MicroMedia

                                   Katri Järvi
                           CEO, MicroMedia Oy, Helsinki
© MicroMedia® 2012
•   B2B Marketing since 1978
                     •   Sales Director´s Best Friend
                     •   70 employees
© MicroMedia® 2012




                     •   Planning and Execution
1. Mervi & Kimmo
© a® 2011
Legacy Modernization

            • Complicated and technical procedure
            • Business oriented decision makers


            The Aim was…
            • to get 35 client meetings and
            • to increase awareness of not only this service
              but Fujitsu’s application services in general
© a® 2011
Healthy criticism…
© a® 2011
2. Simple and
            Straightforward Idea –
            the Light Bulb
            Changers
© a® 2011
3. Humbleness with Data
             • List of top 200 companies in Finland

             • Telescreening
                • from 200 to 100 companies
                • identifying and validating of
                  300 decision-makers:
                    • CIO
                    • CFO
                    • Manager responsible for applications
© a® 2011
4. Commitment
© a® 2011
5. From Emotion to Ration
              – even though this is B2B
© a® 2011
6. Utilizing
            the Visual
            Concept
© a® 2011
7. Internal
            Marketing
© a® 2011
Integrated Campaign



            Target Group         Teaser            DM with LED      Email         Appointment
            Top 200                                                reminder        Booking
            companies        Presenting The
                             Fujitsu light bulb       www
                             changers to the        campaign-
            Telescreening:     target group            site
                                                                      BANNERS &
            1.   Right                                                  BLOG
                 decision                         ATTEND AND WIN
                 makers
            2.   Tailored
                 speaks &
© a® 2011




                 offers
© a® 2011
Results   Pipeline of 7 Million €


                      DM was noticed by

                      93%
                      Hit rate:

                      84% meetings
                      Target group: CIO, CFO, IT-Managers

                      Company size: TOP 500
© a® 2011
Amount of Customers
                                                 Relationship maintenance
Marketing During the Customer Lifecycle




                                                    and lead generation
                                                             Project phase
                                                               marketing
                                                          Negotiation phase
                                                             marketing
                                                        Lead marketing with
                                                           brand support
                                                    A    B    C    D     E
                                          CRM
                                                   Target group segmentation
                                                   Strategic choices
                                                                               © a® 2011
B2B Marketing for Better Sales

              CLIENT                    MicroMedia


                        STRATEGIC
            MARKETING
                         CHOICES
            STRATEGY
                           AND
                        OBJECTIVES    DATA     DIALOGUE
                                                          Measurable
                                                          Results
                                                          in Sales
               SALES
             STRATEGY
                                         CREATIVE
                                         APPROACH
© a® 2011
Thank you!
                    Katri Järvi
            katri.jarvi@micromedia.fi
               www.micromedia.fi
© a® 2011

Más contenido relacionado

Más de B2B Marketing

Andrew Rogerson, Managing director, Grist and Nathan Hambrook-Skinner, direc...
Andrew Rogerson, Managing director, Grist  and Nathan Hambrook-Skinner, direc...Andrew Rogerson, Managing director, Grist  and Nathan Hambrook-Skinner, direc...
Andrew Rogerson, Managing director, Grist and Nathan Hambrook-Skinner, direc...B2B Marketing
 
1130 Heidi Taylor Heidimarketing
1130 Heidi Taylor Heidimarketing1130 Heidi Taylor Heidimarketing
1130 Heidi Taylor HeidimarketingB2B Marketing
 
1425 1455 Peter Isaacson Demandbase
1425 1455 Peter Isaacson Demandbase1425 1455 Peter Isaacson Demandbase
1425 1455 Peter Isaacson DemandbaseB2B Marketing
 
1500 1530 Alana Griffths and Alex Gill Harte Hanks
1500 1530 Alana Griffths and Alex Gill Harte Hanks1500 1530 Alana Griffths and Alex Gill Harte Hanks
1500 1530 Alana Griffths and Alex Gill Harte HanksB2B Marketing
 
James foulkes, director and co founder, kingpin
James foulkes, director and co founder, kingpinJames foulkes, director and co founder, kingpin
James foulkes, director and co founder, kingpinB2B Marketing
 
John Webb, marketing director (EMEA), Spiceworks
John Webb, marketing director (EMEA), SpiceworksJohn Webb, marketing director (EMEA), Spiceworks
John Webb, marketing director (EMEA), SpiceworksB2B Marketing
 
1500 1530 Simon Morris, Adobe
1500 1530 Simon Morris, Adobe1500 1530 Simon Morris, Adobe
1500 1530 Simon Morris, AdobeB2B Marketing
 
1500 1530 Fiona Shepherd and Sinead Woodley, April Six
1500 1530 Fiona Shepherd and Sinead Woodley, April Six1500 1530 Fiona Shepherd and Sinead Woodley, April Six
1500 1530 Fiona Shepherd and Sinead Woodley, April SixB2B Marketing
 
1130 1210 Tim Hughes, oracle
1130 1210 Tim Hughes, oracle1130 1210 Tim Hughes, oracle
1130 1210 Tim Hughes, oracleB2B Marketing
 
0940 Jeremy Bevan, Cisco
0940 Jeremy Bevan, Cisco0940 Jeremy Bevan, Cisco
0940 Jeremy Bevan, CiscoB2B Marketing
 
0940 Peter thomas accenture
0940 Peter thomas accenture0940 Peter thomas accenture
0940 Peter thomas accentureB2B Marketing
 
BEST PRACTICE: Just for you - How to drive better engagement with localisatio...
BEST PRACTICE: Just for you - How to drive better engagement with localisatio...BEST PRACTICE: Just for you - How to drive better engagement with localisatio...
BEST PRACTICE: Just for you - How to drive better engagement with localisatio...B2B Marketing
 
CASE STUDY: How insights on your customer’s end consumers can help your B2B s...
CASE STUDY: How insights on your customer’s end consumers can help your B2B s...CASE STUDY: How insights on your customer’s end consumers can help your B2B s...
CASE STUDY: How insights on your customer’s end consumers can help your B2B s...B2B Marketing
 
BEST PRACTICE: Building long-term relationships with data & customer insights
BEST PRACTICE: Building long-term relationships with data & customer insightsBEST PRACTICE: Building long-term relationships with data & customer insights
BEST PRACTICE: Building long-term relationships with data & customer insightsB2B Marketing
 
BEST PRACTICE: How to be insightful: a storyteller’s guide to developing the ...
BEST PRACTICE: How to be insightful: a storyteller’s guide to developing the ...BEST PRACTICE: How to be insightful: a storyteller’s guide to developing the ...
BEST PRACTICE: How to be insightful: a storyteller’s guide to developing the ...B2B Marketing
 
BEST PRACTICE: Who owns social selling?
BEST PRACTICE: Who owns social selling?BEST PRACTICE: Who owns social selling?
BEST PRACTICE: Who owns social selling?B2B Marketing
 
CASE STUDY: Know what you’re talking about – How outstanding content won us a...
CASE STUDY: Know what you’re talking about – How outstanding content won us a...CASE STUDY: Know what you’re talking about – How outstanding content won us a...
CASE STUDY: Know what you’re talking about – How outstanding content won us a...B2B Marketing
 
BEST PRACTICE: The seven types of B2B copywriter – And how the wrong one can ...
BEST PRACTICE: The seven types of B2B copywriter – And how the wrong one can ...BEST PRACTICE: The seven types of B2B copywriter – And how the wrong one can ...
BEST PRACTICE: The seven types of B2B copywriter – And how the wrong one can ...B2B Marketing
 
BEST PRACTICE: The great awareness heist – How to arrest your audience with v...
BEST PRACTICE: The great awareness heist – How to arrest your audience with v...BEST PRACTICE: The great awareness heist – How to arrest your audience with v...
BEST PRACTICE: The great awareness heist – How to arrest your audience with v...B2B Marketing
 

Más de B2B Marketing (20)

Andrew Rogerson, Managing director, Grist and Nathan Hambrook-Skinner, direc...
Andrew Rogerson, Managing director, Grist  and Nathan Hambrook-Skinner, direc...Andrew Rogerson, Managing director, Grist  and Nathan Hambrook-Skinner, direc...
Andrew Rogerson, Managing director, Grist and Nathan Hambrook-Skinner, direc...
 
1130 Heidi Taylor Heidimarketing
1130 Heidi Taylor Heidimarketing1130 Heidi Taylor Heidimarketing
1130 Heidi Taylor Heidimarketing
 
1425 1455 Peter Isaacson Demandbase
1425 1455 Peter Isaacson Demandbase1425 1455 Peter Isaacson Demandbase
1425 1455 Peter Isaacson Demandbase
 
1500 1530 Alana Griffths and Alex Gill Harte Hanks
1500 1530 Alana Griffths and Alex Gill Harte Hanks1500 1530 Alana Griffths and Alex Gill Harte Hanks
1500 1530 Alana Griffths and Alex Gill Harte Hanks
 
James foulkes, director and co founder, kingpin
James foulkes, director and co founder, kingpinJames foulkes, director and co founder, kingpin
James foulkes, director and co founder, kingpin
 
John Webb, marketing director (EMEA), Spiceworks
John Webb, marketing director (EMEA), SpiceworksJohn Webb, marketing director (EMEA), Spiceworks
John Webb, marketing director (EMEA), Spiceworks
 
1500 1530 Simon Morris, Adobe
1500 1530 Simon Morris, Adobe1500 1530 Simon Morris, Adobe
1500 1530 Simon Morris, Adobe
 
1500 1530 Fiona Shepherd and Sinead Woodley, April Six
1500 1530 Fiona Shepherd and Sinead Woodley, April Six1500 1530 Fiona Shepherd and Sinead Woodley, April Six
1500 1530 Fiona Shepherd and Sinead Woodley, April Six
 
Jon moger, Aruba
Jon moger, ArubaJon moger, Aruba
Jon moger, Aruba
 
1130 1210 Tim Hughes, oracle
1130 1210 Tim Hughes, oracle1130 1210 Tim Hughes, oracle
1130 1210 Tim Hughes, oracle
 
0940 Jeremy Bevan, Cisco
0940 Jeremy Bevan, Cisco0940 Jeremy Bevan, Cisco
0940 Jeremy Bevan, Cisco
 
0940 Peter thomas accenture
0940 Peter thomas accenture0940 Peter thomas accenture
0940 Peter thomas accenture
 
BEST PRACTICE: Just for you - How to drive better engagement with localisatio...
BEST PRACTICE: Just for you - How to drive better engagement with localisatio...BEST PRACTICE: Just for you - How to drive better engagement with localisatio...
BEST PRACTICE: Just for you - How to drive better engagement with localisatio...
 
CASE STUDY: How insights on your customer’s end consumers can help your B2B s...
CASE STUDY: How insights on your customer’s end consumers can help your B2B s...CASE STUDY: How insights on your customer’s end consumers can help your B2B s...
CASE STUDY: How insights on your customer’s end consumers can help your B2B s...
 
BEST PRACTICE: Building long-term relationships with data & customer insights
BEST PRACTICE: Building long-term relationships with data & customer insightsBEST PRACTICE: Building long-term relationships with data & customer insights
BEST PRACTICE: Building long-term relationships with data & customer insights
 
BEST PRACTICE: How to be insightful: a storyteller’s guide to developing the ...
BEST PRACTICE: How to be insightful: a storyteller’s guide to developing the ...BEST PRACTICE: How to be insightful: a storyteller’s guide to developing the ...
BEST PRACTICE: How to be insightful: a storyteller’s guide to developing the ...
 
BEST PRACTICE: Who owns social selling?
BEST PRACTICE: Who owns social selling?BEST PRACTICE: Who owns social selling?
BEST PRACTICE: Who owns social selling?
 
CASE STUDY: Know what you’re talking about – How outstanding content won us a...
CASE STUDY: Know what you’re talking about – How outstanding content won us a...CASE STUDY: Know what you’re talking about – How outstanding content won us a...
CASE STUDY: Know what you’re talking about – How outstanding content won us a...
 
BEST PRACTICE: The seven types of B2B copywriter – And how the wrong one can ...
BEST PRACTICE: The seven types of B2B copywriter – And how the wrong one can ...BEST PRACTICE: The seven types of B2B copywriter – And how the wrong one can ...
BEST PRACTICE: The seven types of B2B copywriter – And how the wrong one can ...
 
BEST PRACTICE: The great awareness heist – How to arrest your audience with v...
BEST PRACTICE: The great awareness heist – How to arrest your audience with v...BEST PRACTICE: The great awareness heist – How to arrest your audience with v...
BEST PRACTICE: The great awareness heist – How to arrest your audience with v...
 

Winner: Best Use of Direct Mail

  • 1. Case: Light Bulb Changers for Fujitsu Finland by MicroMedia Katri Järvi CEO, MicroMedia Oy, Helsinki © MicroMedia® 2012
  • 2. B2B Marketing since 1978 • Sales Director´s Best Friend • 70 employees © MicroMedia® 2012 • Planning and Execution
  • 3. 1. Mervi & Kimmo © a® 2011
  • 4. Legacy Modernization • Complicated and technical procedure • Business oriented decision makers The Aim was… • to get 35 client meetings and • to increase awareness of not only this service but Fujitsu’s application services in general © a® 2011
  • 6. 2. Simple and Straightforward Idea – the Light Bulb Changers © a® 2011
  • 7. 3. Humbleness with Data • List of top 200 companies in Finland • Telescreening • from 200 to 100 companies • identifying and validating of 300 decision-makers: • CIO • CFO • Manager responsible for applications © a® 2011
  • 9. 5. From Emotion to Ration – even though this is B2B © a® 2011
  • 10. 6. Utilizing the Visual Concept © a® 2011
  • 11. 7. Internal Marketing © a® 2011
  • 12. Integrated Campaign Target Group Teaser DM with LED Email Appointment Top 200 reminder Booking companies Presenting The Fujitsu light bulb www changers to the campaign- Telescreening: target group site BANNERS & 1. Right BLOG decision ATTEND AND WIN makers 2. Tailored speaks & © a® 2011 offers
  • 14. Results Pipeline of 7 Million € DM was noticed by 93% Hit rate: 84% meetings Target group: CIO, CFO, IT-Managers Company size: TOP 500 © a® 2011
  • 15. Amount of Customers Relationship maintenance Marketing During the Customer Lifecycle and lead generation Project phase marketing Negotiation phase marketing Lead marketing with brand support A B C D E CRM Target group segmentation Strategic choices © a® 2011
  • 16. B2B Marketing for Better Sales CLIENT MicroMedia STRATEGIC MARKETING CHOICES STRATEGY AND OBJECTIVES DATA DIALOGUE Measurable Results in Sales SALES STRATEGY CREATIVE APPROACH © a® 2011
  • 17. Thank you! Katri Järvi katri.jarvi@micromedia.fi www.micromedia.fi © a® 2011

Notas del editor

  1. Before the business case there were two professionals with good dialogue with each other. Left: MM:s Account Director with years of experience in marketing positions in the it-sector (for instance Teamware Group and Isoworks with now are parts of Fujitsu). What is important here to remember is naturally the agency´scapability to understand theclient´s business and market.Agencyneeds to knowwhat is consideredboldorboring in a certainindustry. Butnone of thissucesswouldhavehappendwithout extremely Smart Client who wouldn´t accept anything but highly professionally planned and executed work.
  2. FirstFujitsu Finland decided not to use marketing material they already had on legacy modernization. Too technical. Nothing particularly memorable. The goal – however – was reasonable ambitios taken ito consideration that…
  3. First two concepts that were discussed betweenKimmo and Mervi > were not good enough and so on the team continued generating ideas. “Easy, fast and efficient restoration”Risk ManagementDouble the life cycle of your application with Fujitsu´s modernization offering > analog with the LED-lamp
  4. FinnishFujitsuwanted to find - not a good – but the winning – concept. And itwasdonewhen the idea of the lightbulbchangerswascreated! The
  5. As often in b2b projects, it is the sales personnel and other experts of the service and product – who can ultimately WIN or LOSE the game. Especially with this scale of service we didn´t want to let chance decide. In the early steps of creating this campaign we decided that the experts - who were going to actually meet the clients and have crucial role in winning the clients confidence – would have a visible role in the campaign.We can thank Fujitsu Finland´s remarkable organizational cultrure for these people´s exceptional abiity to throw themselves into this. What happened was that we actually branded the sales people as Fujitsu´s Light Ulb Changers who would come and help ypu – Dear Director – with the Legacy Modernization issues in your company.
  6. Approachable and happy persons who clearly seem to like what they are doing. Often – when you know what you are doing, it is easier to be happpy about it….Instead of technical jargon etc.
  7. Our Creatives were having fun with the concept and playful sales team who were willing to have fun as well. For instance the teaser included variation of famous joke: “How many Fujitsu professionals does it take to change a Light Bulb?”
  8. …. And The Fujitsu Peopledidcgange light bulbs as well. This was in their intern occasion but still. The concept was well sold toFujitsu´s own personnel before the actual campaign start.
  9. What guides us most is the mindset of Customer Service Business > always remmeber to think from the Clients Perspective first! Only after that plan what needs to done in your own world. Thank you.