Events Workflow diagram
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Transcript of Events Workflow diagram
ITS MarketingColin Thomson
Agenda
• Last 6 months activities and return • Current Marketing Initiatives• Update on the wider CE marketing with
new director – Stacey Thorpe
Marketing Review
E mail and Telemarketing Strengths• Raised brand awareness, cost effective, supported by vendors.• Telemarketing and E mails leads generated • Creating qualified database and new customersWeaknesses• Vendors we need to be more strategic partners & solution based.• Measurement of ROI a challenge with leads follow up.• Increasing average deal size is important.• Measurement of inbound phone traffic.
Marketing ReviewE mail and Telemarketing
Results• 1016 new contacts added to qualified database over 6 months (705
ITS My Site and 311 Salesforce.com in last 2 months.• 20 campaigns run through e mails and telemarketing.• 250 Leads generated as IT requesters and 58 Salesforce.com
opportunities in last 2 months.• Sales of products promoted in e mails over last 6 months $428,601• Highlights - Good ROI from Hitachi Whiteboard campaigns, Autocad
& Toshiba, high ave transaction.
Marketing Review Events Strengths• Increased ITS brand awareness & showcased our capability• National capability• Case study worked well should use more Eg LexmarkWeaknesses• Corporate Express value proposition could be improved• Follow up on from sales on invites & leads needs improved.Results• 170 attendees at 10 events across 5 states• Sales pipeline for IBM/vmware around $1.5M and sales with
customers we touched on IBM $500K
Marketing Review
Registrations Attendees
NSW 19 10
QLD 28 9
SA 23 11
VIC 31 16
WA 29 15
TOTAL 130 61
Registrations AttendeesNSW 43 28QLD 31 21SA 22 16VIC 29 9
WA 43 35
TOTAL 168 109
CIO VMWARE & IBM SERIES CXO VMWARE & SYMANTEC SERIES
• On the 2nd series of events our attendance rate climbed from 47% for 1st series to 65% for 2nd series
• In 2nd series we had 82 individual companies attend the event series.
Marketing Review Internal CommunicationsStrengths• ITS My Site helping communicate
marketing messages• Case Study’s created• Sales collateral helping communicate
our value proposition• Salesforce.com to measure campaigns• Leverage off Greet IT forumWeaknesses• Vendor promotion communication• More Case Studies required• Product roadmap on CPG & ESG
ControlRemote Access & Level 1 / 2 Helpdesk
ConsolidationServer
Marketing ReviewExternal
CommunicationsStrengths• Foundations laid on Corporate
Express IT Solutions offering• PR stories in CRNWeaknesses• Website needs work to
represent our solutions• Brand awareness still a
challenge• Each state communicates own
offering, lack of consistency and specific details on what we offer.
Marketing Planning
• There will be workshops to establish purchase decision processes for key products.
• We need to ask ourselves questions such as how many people fail to make the transition in process and why.
• Create SMART goals: smart, measurable, attainable, realistic, tangible and timely.
Who are our customers
Low number of clients make up majority of revenue5.25% make up 80% of our revenue (180 out of 3427)
8%
35%
4%10%6%
4%
20%
11% 2% ACT
NSW
NT
QLD
SA
TAS
VIC
WA
ZZZ
State Breakdown
Who are our top VendorsACER
ADOBE
APC
AVISION
BROTHER
CANON
CITRIX
HEWLETT-PACKARD
IBM
KONICA MINOLTA
LENOVO
LEXMARK
MICROSOFT
OTHER
PANASONIC
SAMSUNG
SAMSUNG ELECTRONICS
SYMANTEC
TOSHIBA
VMWARE
ROI processWhat is the overall business objective in which
the communication will contribute?
Initially we want to create overall business objectivesIncreasing salesIt is more important to set realistic targets Increase sales by 15% over next 12 months.
• Key is that we substantiate brand value propositions in marketing we do.
• ITS needs to work out our unique value propositions eg TLM and substantiate capability.
Brand Positioning
Marketing Strategy
Marketing Events Workflow EVENT CAMPAIGN WORK FLOW EVENT CAMPAIGN WORK FLOW
Event improvements• New look and feel
in design• Stronger date
graphics • Event topic’s more
compelling.• Cross promotion eg
Microsite• Event Plan
developed
E Mail Improvements• New look and feel in
design• Compelling offer in
each e mail• Every product
selected has code or kit code.
• All products chosen in stock
• Awareness of new ranges eg camera’s
• Telemarketing plan
Telemarketing Workflow
Grid Campaign Example• Increased customer touch• Qualified sales leads, see who has opened lead
and interacted with site• Lead Alerts followed up by telemarketing and
qualified leads passed to sales• Event is cross promoted by site and
telemarketing.
Grid Campaign Reports
Grid Campaign Lead Alert
Calls to Action Activated
Page Visit: 4 actions 3
Page Visit: Promo 1
Page Visit: Contact 2
Page Visit: About Symantec & VMware 1
Started Step1 Presentation 1
Page Visit - About Corporate Express 1
Questions