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This is case study created for Ogilvy One for their top client IBM. Media plans are not included as there are real figures and discounts - media buying conditions. Feel free to download, contact me if you have some questions.
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www.ogilvyone.cz
.cz
IBM case studyby Dagmar Myskova for Ogilvy One
v.1.0 created 1-st of August 2012
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Content:
• 1.Business and Marketing overview (brief understanding confirmation)
• 2. Business and Product objections (according to the brief)
• 3. KPIs and measurements (brief understanding confirmation)
• 4. Marketing plan
– 4.1.Communication plan
– 4.2.Customer drive process
– 4.3. Funnel stage process
– 4.4. Customer Loyalty
• 5. Media plan
– 5.1. Media selection overview - media info
– 5.2. Budget split - see xls file IBM mediaplan
• 6. Campaign execution plan
• 7. Recommendation
– 7.1. Additional B2B media
– 7.2. Additional B2C media
– 7.3. Recommended budget split + xls file IBM mediaplan optimal budget version
–
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1. Business and MRK Goals• Create Demand for System x servers and System Stor on CZ market
• New Product portfolio group launch in Q1 2012 - Express Seller
• Market share increase in Express Seller portfolio
• Client Acquisition
• Sale increase
• Trade up existing customers
• Target group:
• 1. Volume distributors (such as DNS)
• 2. Business partners of Volume distributors (such as eDs System CZ)
• 3. B2C - end customers from WhiteSpace
• TIMING: 1.2. - 30.3.2012
• PROMOTED PRODUCT: - IBM EXPRESS X3100 M4 - System x servers + virtualization packages - see library: http://publib-b.boulder.ibm.com/abstracts/tips0811.html?Open
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2. Business and Product objections
• Product (expres seller product portfolio) is beign sold by volume distributors and its business partners appart from IBM website.
• Missing informations such as:
- top sold products and by which partners
- partners behavior and decision making process
- what would make IBM products more attractive to the partners than competitive products (expanding market share)
Solution:
- Business partner survey in partnership with eDs System CZ where they will call 360 B2B partners with IBM calling script and prepared questions.
- Business partners will be reworded for taking part in survey in order to get as many as possible responces (either another discount, credits, MRK support, other)
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3. KPIs and measurements
• Number of sold products (sales report compare to mediaplan)
• Captured leads (and calculated price per lead - compare to past)
• Search /comparison to current search traffic and after campaign evaluation/
• Landing page traffic (UV) and price per UV
• Number of sent e-mails for White space and price per 1 e-mail sold
• To be considered:
• Prioritization of each given KPIs (most important, less important - create scale from 1-5) - mediaplan will be adjusted than
• according to the top priority KPIs (first 3)
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4. Marketing plan
• BUDGET: - 266 000,- CZK for Must Have Tactics
• TIMING: 1.2. - 30.3.
• MRK plan is divided into:
• Communication plan
• Customer acquisiton process
• Funnel Stage:
• 1. Awareness
• 2. Consideration
• 3. Loyalty
- financing with 0 percentage interest - source: http://www-304.ibm.com/businesscenter/smb/cz/cs/financing
•
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4.1. MRK plan - Communication
KEY MESSAGE: System X portfolio present a great HW platform for smarter virtualization process.
HEADLINES:
- System X 3100 M4 Express - amazing solution with higher performance - secure, easy, effective and reliable. PERFECT FOR YOU.
- New great solution from IBM “factory” - that is System X 3100 M4 Express. Best solution for small enterprise companies. Now with 0 % interest financing. ONLY FROM IBM.
- Everyone would buy System X 3100 M4 Express for the price and performance. With less than 9000,- CZK
Be smart - buy IBM Sys x 3100 M4....
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4.2. MRK plan - Customer drive process
BANNER/E-MAIL/SMS/ - Landing page visit - contact form or /and/ phone number to sales partner representative -
Bannere-mail SMS PR article
Landing page visit
Product selection or call for more info
Registration (lead) or call for
more info
Product purchase + opt-into IBM CRM
dbse
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4.3. MRK plan - Funnel stage
1. AWARENESS
2. CONSIDERATION
3. LOYALTY
B2B - image banners - articles / video- emails
B2B active proposal (call centre, special offers)
B2B- MRK support- discounts
B2Bthank you note /
B2C2-nd reminder to
end customers
B2C- image banners - articles / video- 1. emailing
B2C1-st reminder to end customers
1. 2. 3.
1. 2. 3.
3.
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4.4. MRK plan - Customer Loyalty
• B2B customers
• creating PDF brochures (withouth additional costs) That Will Be Distributed via e-mails, presented on partner websites, etc. Part of PDF brochures (product info) will be advertising space for B2B partners as a favour for loyalty
• Additional discounts, Crediting loyal Customers,
• Communicate product and packs loans with 0% interest (such as:
http://www-304.ibm.com/businesscenter/smb/cz/cs/financing)
• B2C customers
• cooperation with other subjects such as FMCG, automotive, education centres and Universities where Both Sides can create contests, invest little incentives and work together on cross-communication using PR,
social media, etc.
•
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5.1 Mediaplan - B2B media selection
• OCHIDEJ - portfolio of 360 active IT E-SHOPS
• Orchidej is portfolio of 360 individual e-shops targetted to IT products. Those e-shops are rented to B2B partners selling to end-customers (B2C).
• Calls to 360 partners (e-shop owners ) with script provided by IBM about product and price offer, special offers and discounts.
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• OCHIDEJ - portfolio of 360 active IT E-SHOPS
• Orchidej is portfolio of 360 individual e-shops targetted to IT products. Those e-shops are rented to B2B partners selling to end-customers (B2C). Part of e-shops is advertising banner emitted via eD’s System CZ to all active e-shops.
•
• Total monthly impressions (by Google Analytics) aprox. 10-14 000 000 IMPS.
– list of e-shops: http://www.edsystem.cz/internetove-obchody-orchidej
– active e-shop with advertising banner: http://eshop.acopy.cz/main.aspx?cls=struct
•
5.1 Mediaplan - B2C media selection
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6. Campaing execution - timeline
DATE TASKS - ACTIVITIES
10.1. Ogilvy Creative solution prezentation (landing page, banners, e-mail design)
12.1. IBM approval / comments
12.-14.1. Ogilvy redesign - touch-ups
15.1. IBM sign-off creativity and headlines
16.-25.1. Programming and coding (LP, banners, e-mails, feeds)
1.2. Product Launch + landing page testing
6.2. 1-st emailing + B2B Image banners emiting / Orchidej B2B calling
12.2. one week campaign evaluation and optimization
13.2. B2C banners emitting
19.2. second week campaign evaluation and optimization
5.3. 2-nd e-mailing distribution (firste reminder to end customers)
30.3. 3-d e-mailing distribution (second reminder to end customers)
15.4. Campaing postbuy and evaluation including recommendation - lessons learned
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7. Recommendation
• Budget recommendation
- According to the goals given and the high price of specialised media with IT target groups (both B2B and B2C) we would recommend to revise budget alocation in order to create at least 2 weeks of massive communication within MUST HAVE TACTICS.
- We prepared optimal budget recommendation within offered media :NICE TO HAVE expansion.
- Optimal Budget allocation:
• Other media recommendation
If we would be able to alocate an extra budget for NICE TO HAVE media, we would definitelly recommend other IT targeted online and also offline media from the house of IDG publishing, as they offer currently online advertising as a supplement to print magazines.
List of recommended additional websites on following slides:
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7.1. Recommendation - B2B Additional media
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7.1. Recommendation - B2B Additional media
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7.2. Recommendation - B2C Additional media
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7.3. Recommended B2B optimal budget split
