Taking a stalled product and dramatically increasing sales
The marketing challenge:
Surf Control is a global provider of corporate security software. The marketing goal they presented to Craig Huey and his staff was to increase the corporate sales of their premier product, an internet filtering software.
It is a very competitive field.
Plus, IT, during the recession, had pretty much shut down production of entertaining new products and services that would cost money.
The leads to Surf Control were drying up, and its sales force was harmed because IT would not talk to their sales reps.
The Creative Solution
Craig Huey and his staff decided the best way to overcome the problem was to create a campaign that would:
- Better define the unique selling proposition (USP) that separated Surf Control from all the others.
- Breaking down the IT resistance by communicating to the corporate officers -the CEO, CFO, COO, etc. – about the security problem not being solved by current IT systems.
- Cut through the clutter with dynamic marketing that the competition was not using.
- Use powerful direct response copy, strategy and offers to be able to maximize response.
Creative Direct Marketing Group developed a marketing campaign that:
- Divided the product and services by vertical markets.
- Integrated new media and formats for a complete marketing campaign.
- Bypassed IT as a primary audience and concentrated on the top corporate audience decision makers, so that the corporate officers would pick up the phone and say, “Why aren’t we using Surf Control?”
Here are examples of what CDMG did for Surf Control:
- Breakthrough computer strategy
CFOs, CEOs, CTOs and other company officials were the core audience to receive a unique marketing piece to cut through the clutter and create attention.
A magalog looks like a magazine. And it feels like a magazine. But it’s not a magazine that these gatekeepers receive. It’s a sales piece. It’s an infomercial in print.
Two magalog covers were created to test the creative concept. The 20-page magalog used direct response copy, but it had a similar appearance to the Forbes magazine, designed for the top executives to read through.
One cover test, “How fortune 1000 companies are losing billions of cyber slackers”, was tested against “How an email joke costs Chevron 2.2 million dollars.”
“How an email joke” generated 36% higher return and became the control for over 2 years, opening up new leads and sales, even despite the recession.
- An integrated marketing campaign to the health industry
The unique selling proposition (USP) was developed not only for Surf Control but also as the product for the health industry. We created a primary theme for privacy and the legal exposure for lack of quality compliance. We started with utilizing a powerful landing page, direct mail and email marketing. A powerful offer was created for the special report as well as a separate campaign to listen to the webinar. CDMG was able to drastically increase new leads and sales.
By bypassing the MIS and IT manager and directly purchasing influencers and ultimate decision makers, who then picked up the phone and asked IT why they were not using the Surf Control product, Surf Control was able to strategically educate and drive new leads at a cost per lead lower than they ever experienced before, and the steady flow of quality leads came in for a conversion rate higher than in the past.