Portera Cuts Loose With BTB Campaign

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Portera, Campbell, CA, will target 10,000 decision makers in IT and management consulting organizations next month with a direct mail piece and free gift, driving them to a personalized Web page where they can learn about a new program offered by the Web-based business applications and service provider.


The business-to-business mailing is the second stage of a five-month online and offline campaign promoting Portera's program to get consulting groups to outsource their business infrastructure. The campaign's initial component includes print ads that started running late last month in newspapers, business publications, Internet trade publications as well as a banner ad campaign and e-newsletters. The print ads are being used to build Portera's brand and to drive potential customers to its Web site, www.portera.com.


Portera is working with agency P3M, Los Gatos, CA, on the campaign and is using names from its customer database for the mailing. Kevin McDonald, vice president of marketing at Portera, said officials there have decided on everything for the direct mail piece except what gift to include.


"We are thinking about using a leather-bound log book with a bookmark placed inside," McDonald said. "On the bookmark, will be a personalized message directing them to a specific URL to find out more about our new program."


McDonald is calling the mail component an "enticement program" using the gift to grab people's attention and bring them to the Web page, which will serve as the informational part of the piece. At the Web page, they can set up an appointment with a sales representative to find out more about the program and Portera.


The online component of the campaign includes banner ads on Web sites for Forbes, Info Week, the San Jose Mercury News, Internet.com, About.com and ZD-Net, and those within the ad placement firm Flycast. An e-newsletter campaign with ZD-Net saw responses between 0.5 percent to 3 percent, McDonald said. "Then, once they are on our site, we see around 3 percent to 10 percent of those people take some kind of action."
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