When Kofax wanted to improve their brand recognition within senior decision makers of their top 500 strategic accounts, and improve pipeline for their UK salesforce, it was obvious they needed a campaign that grabbed attention and delivered their message in a unique, memorable and effective way.
Kofax offers state of the art document capture, management and business process solutions for some of the largest organisations on the planet. However, many customers are only using a tiny percentage of the potential of the software. Stephan Bleeckx, Senior Field Marketing Manager, EMEA explains: “Historically we have sold small solutions at a departmental level, often with the help of a partner or re-seller. Over the years our solution offering has become much more advanced and many of our customers are unaware of the true potential of their investment or the other options that are now available to them. We need to get that message across to some of the most senior people in some of the largest organisations in Europe.”
With that kind of challenge facing them, Kofax came to award winning supplier of promotional products, Outstanding Branding for inspiration.
The marketing department had come up with a very professional outbound communication campaign that revolved around a dedicated microsite with tailored video based content for specific customers. In order to get visitors to the website to download the content they had planned the usual email campaign and also an ‘impact mailer’ sent through the traditional ‘snail mail’.
After discussing the campaign, its objectives and the required results with the Kofax marketing team, Outstanding Branding made a number of recommendations. One of which was to include some branded earphones in the impact mailer to enable their prospects to easily listen to the video content on the microsite. Kofax agreed with this recommendation and included it within their multi-touch campaign.
The campaign generated a qualified pipeline totaling over $1,000,000 and actual sales of over $250,000. But these numbers only tell half of the story. When Kofax analysed the traffic drivers to their microsite they found that the impact mailer, with our headphones, was eight times more effective than the email campaign. Also during the telephone follow up that was conducted in the days after the impact mailer landed on desks, 65% of the people who were spoken to remembered the mailer, and more importantly, remembered who the mailer was from. The callers all agreed that being able to say ‘We sent you the earphones in the post’ was a great ice breaker and conversation starter.
Bleeckx commented, “This campaign is one of the most successful we have ever deployed and we will be looking at rolling it out on a global basis. There is no doubt that the direct mail piece, incorporating the earphones from Outstanding Branding, had a significant positive impact on the overall effectiveness of the campaign.”