CASE STUDY: Fujitsu 'Airfix kit' direct mail and PURL campaign
Provided by Royal Mail MarketReach
Fujitsu Technology Solutions Division sent out a DM piece that generated new business worth £800,00 from a budget of £8,000
What was the Challenge / Background of the Campaign?
One of an IT director's responsibilities is day-to-day IT infrastructure management; it's difficult and time-consuming to manage, inefficient and costly to run. IT directors are time-poor and the opportunity to free up time to focus on more strategic issues is very compelling. Understanding these issues meant Fujitsu could offer a credible alternative to make their job easier - a high-performance model called virtualisation.
What was the Campaign Objective?
The objective was to open up dialogue with target organisations and generate consultations and new business for Fujitsu.
What was the Solution?
An Airfix-style model kit was created with loose pieces and no instructions. This was a great analogy of the multi-component nature of many companies' servers, which tend to grow by necessity rather than by design. The audience is bombarded by email, continually flashed at by banner ads, and cold sales call after cold sales call. Physical direct mail put the message directly into the palms of a small target group of recipients.
What were the Results?
A total of 87 kits were delivered, resulting in a new business pipeline of over £800,000. Personalised URLs meant that individual responses could be tracked, helping account managers with telephone follow-ups and nurturing responses to develop face-to-face meetings and assessments. All website interactions and data collected during the telephone follow-up were added to the CRM system for future use.
What were the Key Learnings of this Campaign?
This initiative has enabled Fujitsu to open up a dialogue with accounts that have previously been difficult to crack.