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Sybase employed Plus Marketing to drive awareness and lead activity for their Afaria mobile management product.

The solution from Plus Marketing included the following elements:

  1. List Selection of CIO contacts
  2. Email marketing to selected accounts
  3. Direct Mail to targeted accounts
  4. Telemarketing follow up
  5. Personalised websites and tracking
  6. Sales force integration

Dummy iPhones were sent via direct mail device to introduce a hand-picked selection of CIO's to the Afaria offering.  Each iPhone was carefully boxed and had a sticker attached to the screen showing a mock personalised email . The messaging highlighted potential for staff to lose phones / mobile devices and the significant risk that confidential correspondence could easily wind up in the wrong hands.

The creative direct mail piece was successful in driving a significant initial response. More than 9% of recipients activated their personalised website to learn more about the Afaria product.

Telemarketing was employed to boost response and leverage from the high impact introduction. A large number of these contacts requested further information and several businesses requested a discussion with a mobility specialist. In either case a relationship was established for a sales representative to commence the sales cycle.

In all, more than 30% of recipients engaged and requested more information.

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