Hybris Case Study
Leading e-commerce vendor, hybris, claims a recent programme run by Think Smart Marketing is "one of the most successful campaigns we have ever run." (Robert Clara, VP Marketing for hybris).
Despite difficult economic conditions and targeting a struggling retail sector, the campaign delivered response rates nearly ten times higher than previous activities and achieved the same results in one month as telemarketing achieved in six.
Also, according to Clara, the leads that reach the sales force are better qualified, making it easier for them to begin a meaningful dialogue with prospects immediately. Now, hybris intends to emulate the campaign across its other European territories and to carry out further, similar campaigns in other market sectors.
From the beginning
Although Think Smart Marketing first engaged with hybris in early 2007, it wasn’t until December 2008 that it launched the first integrated marketing campaign on its behalf. This was because, initially, "Think Smart’s approach was one step ahead for us [hybris]. In the beginning we mainly focused on PR to build up the brand ´hybris´. Sales was driven by contacting our potential customers via telemarketing directly," said Robert Clara, VP Marketing for hybris. He added, "It was 18 months later when we decided to close the marketing loop for approaching a broader target group and we called Think Smart in to discuss their ideas."
Senior Account Executive, Andy Wagner, confirms the need for a wider approach. He joined the company in the summer of 2008 and immediately recognised the challenge faced by sales teams when selling complex products.
He said, "We went back to Think Smart because we were looking for an intelligent marketing solution. Although we had all of the tools for marketing, we did not have the resources internally to apply them well. We needed to work with people that had the skills and experience. With Think Smart, we can deliver the raw materials and they craft them into marketing messages that work and then get all the moving parts working together. What’s more, they do it all better and quicker than we can."
The approach
The campaign is centred on a commissioned research report from the leading retail analyst group, Verdict. The aim is to establish credibility, competence and know-how. So, the cycle begins with PR activities to push the messages to the media and generate wide-spread interest. This is then followed by an email campaign supported by a customised and targeted microsite. An intelligent tracking system delivers reports on each person’s interaction with the microsite. This is provided to the telemarketing resource that then follows up with all interested prospects directly. Not only does this process deliver well qualified leads to the sales team, but it improves the focus of telemarketing and dramatically reduces the number of telemarketing days required.
Getting results quickly
The first e-campaign launched at the beginning of December 2008, to coincide with the Christmas period, and was deemed successful within a month. In fact, almost 20 per cent of those contacted went on to visit the microsite content and/or to download the commissioned Verdict report from the site.
A subsequent, follow-up mailing to the 80 per cent that did not respond initially was sent out during the third week of January. This achieved a similar level of response. And, the telemarketing function (managed by Think Smart) testifies to the improvement in the quality of leads it receives initially and, therefore, that it delivers to the sales teams.
Wagner adds, "This campaign takes a pragmatic approach that is more grown-up and interesting for prospects and that is why we are seeing such a good response. It is more about delivering useful and attention-grabbing content that informs our prospects than bombarding them with sales collateral.
"And the great thing is that this approach works over a longer period of time. It’s not just about selling today. It does work immediately but it also works over the longer term."
Clara concludes, "This is an integrated approach that uses many marketing disciplines to achieve better results overall. In fact, it is one of the best campaigns we have ever run. We are proving our competence and building on-going relationships with prospects. We have been surprised by the positive reaction of people to the campaign and we will build on that response through the next two stages.
"Once we have completed the first series, we plan to take the collateral we have built in the UK and replicate it across the other territories in Europe. Then we will target other market sectors using the same intelligent, integrated approach."
