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IBM 英国《金融时报》
案例简介：上下文 IBM 知道销售计算机和软件的最佳方式是通过他们的咨询部门: IBM 全球服务。 他们认为银行业是一个有利可图的增长目标。IBM 需要证明他们有 40 年的银行业咨询经验。他们还想证明他们有个人的咨询方法，这让他们从竞争中脱颖而出。 哲学/解决方案 我们确定了英国 17 家银行的高级经理。我们知道他们每天都读的一份报纸是《金融时报》。因此，在上午4点，我们购买了当天早上的《金融时报》第一版，并为我们的目标每个人定制了它们。然后，我们骑自行车给个人定制的副本，这样当他们那天早上上班时，他们就有了自己的英国《金融时报》个人副本，其中有两个为他们量身定制的广告。事实上，有几分钟，许多人认为 IBM 专门发布了一个关于他们的广告! 结果: 这是涵盖银行业的公关和销售人员活动的综合活动中最明显的部分 (他们还将汽车行业作为一个平行项目)。正如我们所解释的，IBM 试图与目标公司中有影响力的个人建立联系。平均而言，IBM 销售团队能够与每家公司的两个人建立关系。根据 IBM 的计算，这个项目已经带来了 940万美元的收入。此外，IBM 计算，该计划最终将带来 4500万美元的新收入。这两个数字都远远高于目标。
IBM 英国《金融时报》
案例简介：Context IBM know that the best way to sell computers and software is via their consultancy arm: IBM Global Services. They had identified the Banking Sector as a lucrative target for growth. IBM needed to prove they had 40 years' experience of consulting to th Banking Industry. They also wanted to prove that they had a personal approach to consulting that set them a part from the competition. Philosophy/Solution We identified top managers at 17 banks in the UK. We knew that the one newspaper they all read each day was the Financial Times. So at 4am we bought that morning's first editions of the Financial Times and customised them for each individual we are targeting. We then biked these customised copies to the individual, so that when they got into work that morning, they got their own personal copy of the FT which had two ads tailored to them. In fact, for a few minutes, many thought IBM had run an ad specifically about them! Results: this was the most visible part of an integrated campaign featuring PR and salesforce activity that covered the Banking industry. (they also targeted the Automotive industry as a parallel programme). As we've explained, IBM was trying to establish links with influential individuals in target companies. On average, the IBM sales team was able to establish relationships with two individuals per company. According to IBM's calculations this programme has already brought in $9.4 million in revenue. Moreover IBM calculate that this programme will ultimately deliver $45 million in new revenue. Both figures are well above target.
IBM Financial Times Mailing
案例简介：上下文 IBM 知道销售计算机和软件的最佳方式是通过他们的咨询部门: IBM 全球服务。 他们认为银行业是一个有利可图的增长目标。IBM 需要证明他们有 40 年的银行业咨询经验。他们还想证明他们有个人的咨询方法，这让他们从竞争中脱颖而出。 哲学/解决方案 我们确定了英国 17 家银行的高级经理。我们知道他们每天都读的一份报纸是《金融时报》。因此，在上午4点，我们购买了当天早上的《金融时报》第一版，并为我们的目标每个人定制了它们。然后，我们骑自行车给个人定制的副本，这样当他们那天早上上班时，他们就有了自己的英国《金融时报》个人副本，其中有两个为他们量身定制的广告。事实上，有几分钟，许多人认为 IBM 专门发布了一个关于他们的广告! 结果: 这是涵盖银行业的公关和销售人员活动的综合活动中最明显的部分 (他们还将汽车行业作为一个平行项目)。正如我们所解释的，IBM 试图与目标公司中有影响力的个人建立联系。平均而言，IBM 销售团队能够与每家公司的两个人建立关系。根据 IBM 的计算，这个项目已经带来了 940万美元的收入。此外，IBM 计算，该计划最终将带来 4500万美元的新收入。这两个数字都远远高于目标。
IBM Financial Times Mailing
案例简介：Context IBM know that the best way to sell computers and software is via their consultancy arm: IBM Global Services. They had identified the Banking Sector as a lucrative target for growth. IBM needed to prove they had 40 years' experience of consulting to th Banking Industry. They also wanted to prove that they had a personal approach to consulting that set them a part from the competition. Philosophy/Solution We identified top managers at 17 banks in the UK. We knew that the one newspaper they all read each day was the Financial Times. So at 4am we bought that morning's first editions of the Financial Times and customised them for each individual we are targeting. We then biked these customised copies to the individual, so that when they got into work that morning, they got their own personal copy of the FT which had two ads tailored to them. In fact, for a few minutes, many thought IBM had run an ad specifically about them! Results: this was the most visible part of an integrated campaign featuring PR and salesforce activity that covered the Banking industry. (they also targeted the Automotive industry as a parallel programme). As we've explained, IBM was trying to establish links with influential individuals in target companies. On average, the IBM sales team was able to establish relationships with two individuals per company. According to IBM's calculations this programme has already brought in $9.4 million in revenue. Moreover IBM calculate that this programme will ultimately deliver $45 million in new revenue. Both figures are well above target.
IBM 英国《金融时报》
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IBM Financial Times Mailing
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