Executive Input Tailors Lanier's Campaign
Lanier sells scanners, fax machines, copiers and other document-management equipment to large corporations. As this category has grown more technologically advanced in recent years, so has Lanier's target audience.
Last year, the company wanted to build IT awareness for the brand and decided to target top-level executives and midlevel managers at Fortune 1000 companies.
Chief financial officers and CEOs "aren't as concerned about product features, but they are deeply interested in how our solutions can help drive greater profitability," said Christine Frigo, marketing communications manager for Lanier, Atlanta.
To help Frigo create a message that stood a chance of reaching busy executives, she approached Lanier's own executives for advice.
"Before I started, I met with our CFO, CIO and VP of e-business and asked them what they look for when talking with new vendors, what broke through," she said.
Their input was instrumental in choosing a premium offer for the campaign that was eventually conceived, she said. She also worked with Meisner Direct, an Atlanta-based ad agency, to create the campaign. The offer was a copy of the best-selling book "Good to Great: Why Some Companies Make the Leap ... And Others Don't" by Jim Collins. The business-advice book is on many executives' must-read lists, Frigo said.
The book offer was combined with an invitation to download a white paper penned by Lanier's vice president of IT explaining how companies can assess their document costs. During the campaign, the paper was available on a site created for this purpose, goodtogreat.lanier.com. Now it can be found on lanier.com.
The dual offer helped produce an overall response rate of 8 percent.
This was "a great response rate, especially for a campaign targeting businesspeople at that level," Frigo said. "High-tech people have to stay up with the latest and best practices, and by providing them with the opportunity to read 'Good to Great' and giving them the white paper, "Enterprise Document Assessment: The Path from TCO to Business Flexibility," we provided them that information while positioning Lanier as a company in the know."
The effort was initiated in March. Based on its results, the company is considering rolling it out to its 68 regional offices.
The campaign was divided into three offers targeting three audiences. For the first, 690 e-mails and 2,774 direct mail boxes were sent to CFOs and CEOs at Fortune 1000 companies. One round of e-mails went first to let recipients know they would be getting a box. Another e-mail was sent two weeks after the mail component to ensure they had received it.
The mail piece was a bright red box featuring copy on the front that read: "How our new technologies can take your document management from good to great."
Inside was a copy of "Good to Great" with a custom book jacket indicating it was a complimentary copy from Lanier. Also included was a letter from Lanier's president/CEO, case studies relating how Lanier resolved specific document management challenges and a brochure about the company.
In response to this segment of the campaign, 187 recipients downloaded the white paper.
For the second market, Lanier sent 427 e-mails and 999 direct mail pieces to midlevel managers at Fortune 1000 companies. The mail component included a bookmarker, a teaser about the white paper and an offer to send the book once the recipient went online and ordered it. Follow-up e-mails were a reminder to order the book. A total of 30 recipients requested the white paper and 65 ordered the book.
For the third market, Lanier bought a list from CIO Insight magazine and sent an e-mail to 5,000 subscribers telling them about the white paper and asking them to order the book. Of those, 166 requested the white paper and 296 ordered the book.