Check it Out! MemberConnex launch Campaign
Category: Shoestring budget; Award: BRONZE
Agency: Admission
Client: Cyber Glue
Agency Campaign Credits: Gary Norris, Greta Bennet, Julie Sprott
Client Campaign Credits: Marianne Findlay, Jonas Ibsen, Steve Quarrie
Campaign Summary:
Check it Out was the interactive campaign used to launch Cyberglue’s new software product, MemberConnex – the Internet portal designed to meet the online needs of Professional Business Associations and Industry Bodies.
Check it Out took the target audience beyond being told about MemberConnex, top exploring and experiencing MemberConnex for themselves.
Campaign Objectives:
1) Create a specific awareness: that MemberConnex existed, what it would do for them, that it was a specialized product
2) Position MemberConnex as quality and contemporary
3) Gauge their interest
4) Secure face to face meetings
5) Within budget
Campaign Results
After creating their own database of New Zealand’s Membership Associations Cyber Glue selected 320 to target and sent personalized DM letters to them, which had the following effect:
- 108 unique web visits (excluding internal, search engine hits or repeat visits) Representing 33.75% of our targets
- 33 unique runs of the online Demo (excludes repeat viewing) Representing 10.3% of our targets
- 25 Gift requests. Representing 7.8% of our targets
The result – 35 face to face meetings – 10.9% of our targets
Strategy
With the objectives of creating specific awareness, positioning, gauging interest and achieving face to face contact, we wanted a strategy designed to give our target audience the chance to not only learn about MemberConnex but also explore/discover MemberConnex. Being a pre-built software product meant they could give membership organisations the opportunity to “kick the tyres” – an advantage we wanted to capitalize on. Because they were specifically targeting the Executive in charge they also needed to ensure they got past the gatekeeper.
The approach was encourage to encourage targets to discover MemberConnex in stages:
1) Receive and respond to our DM letter
2) Visit the website
3) Engage the demo, confirming their details and choose a thank you gift
4) Allow sales to hand deliver gift – and agree to meet face to face, engaging the relationship and qualifying processes
This was achieved by:
1) Designing a simple one page letter that arrived in a hand addressed envelope to the executive
2) Developing copy that referred to the organisation by name throughout and spoke of the benefits in terms meaningful for them.
3) Attaching a Personalised “Access card” and invited recipients to visit the demo
4) Created a microsite for MemberConnex using colours and graphics that flowed on from the letter
5) Created a demo that was easy for targets to run
6) Made the demo an audio-guided walk through using an “ordinary” approachable voice
Creative Rationale
The perennial problem with one to one communications to senior executives is getting past the gatekeeper into the hands of the decision maker. We addressed this creatively by creating a highly personalized mailing, including a hand addressed envelope on superior quality stock. Once inside, the personalized details on the MemberConnex card, encouraged interaction and we ensured the online experience held interest.
The Single Minded Proposition to convey was the way in which MemberConnex could transform the dynamics of a member organisation for the good using the MemberConnex platform. The challenge was to deliver this message in a way which avoided “technophobia”, drawing the recipient in as a participant in the benefits, rather than bombarding them with features
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