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Hewlett Packard Launches Audience Acquisition Campaign
that Generates Impressive 38% Response Rate |
| Problem |
SBC is a platinum reseller for Hewlett-Packard (HP). So, when SBC
acquired
AT&T, AT&T salespeople needed to quickly learn about HP
products to maintain sales. HP decided that a webinar would be the best
way to reach and educate salespeople from across the country. The
company needed to draw as many AT&T salespeople to the webinar as
possible.
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| Solutions |
Cross Media developed a clever audience acquisition campaign. Targets
received a box with a remote control and the tagline "Rev Up Sales."
Outside the box was a removable and personalized card, which directed
salespeople to a personalized web site. Because the card was removable,
salespeople could put the information in a convenient place.
The personalized card read:
Nicole
You have been selected to attend an HP learning webinar brought to you by
the AT&T Strategic Partnerships and Alliances Team.
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Register today at http://nicolelimbocker.drivingmysuccess.com/ent
- Attend the webinar.
- You will receive a remote control replica of the Williams HP Formula
One race car.
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Under the card flap, salespeople could clearly read what they would learn at
the webinar with the following bullets: |
- What can I sell?
- How do I engage with HP?
- What resources are available to me?
- How can I learn more about HP products and services?
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| Results |
More than 330 salespeople attended two webinars, resulting in an
astounding 38 percent response rate. Compare that to the average 2
percent response rate. The powerful combination of clever packaging,
clear
messages and a strong call to action clearly generated exceptional
results.
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AT&T Customer Appreciation Events
AT&T´s Southwest Region hosts 18 customer appreciation |
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read more |
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Avidyn Case Study
A Texas-based care management organization |
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read more |
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HP Audience Acquisition Case Study
SBC is a platinum reseller for Hewlett Packard. |
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read more |
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Life Church Case Study (v1)
In 2006, Life Church approached Cross Media |
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read more |
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