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Case: Light Bulb Changersfor Fujitsu Finland

by MicroMedia

Katri Järvi

CEO, MicroMedia Oy, Helsinki

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icro

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ia®

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• B2B Marketing since 1978

• Sales Director´s Best Friend

• 70 employees

• Planning and Execution

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1. Mervi & Kimmo

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Legacy Modernization

• Complicated and technical procedure

• Business oriented decision makers

The Aim was…

• to get 35 client meetings and

• to increase awareness of not only this service

but Fujitsu’s application services in general

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Healthy criticism…

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2. Simple and Straightforward Idea – the Light Bulb Changers

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3. Humbleness with Data

• List of top 200 companies in Finland

• Telescreening• from 200 to 100 companies• identifying and validating of

300 decision-makers:• CIO • CFO• Manager responsible for applications

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4. Commitment

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5. From Emotion to Ration– even though this is B2B

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6. Utilizing the VisualConcept

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7. Internal Marketing

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Target Group

Top 200 companies

Telescreening:

1. Right decision makers

2. Tailored speaks & offers

www campaign-

site

Teaser

Presenting The Fujitsu light bulb changers to the

target group

DM with LED Email

reminder

ATTEND AND WIN

BANNERS & BLOG

Integrated Campaign

Appointment

Booking

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Results Pipeline of 7 Million €

DM was noticed by

93%Hit rate:

84% meetings

Target group: CIO, CFO, IT-Managers

Company size: TOP 500

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Marketing During the Customer Lifecycle

AB

CD

E

Strateg

ic cho

ices

Target group segmentation

Lead marketing w

ithbrand support

Negotiation phase

marketing

Project phase m

arketing

Relatio

nsh

ip m

ainten

ance

and

lead g

eneratio

nCRM

Am

ou

nt o

f Cu

stom

ers

Investment / c

ustomer

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B2B Marketing for Better Sales

MARKETING STRATEGY

SALES STRATEGY

STRATEGIC CHOICES

AND OBJECTIVES

CLIENT MicroMedia

MeasurableResultsin Sales

DIALOGUE

CREATIVE APPROACH

DATA

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Thank you!

Katri Järvikatri.jarvi@micromedia.fi

www.micromedia.fi