CASE STUDY: 'Salesforce.com Service Cloud Video in Print' for Salesforce by BDA
Salesforce.com is synonymous with CRM, but is less known for its contact centre solution; Service Cloud. The objective of this video in print (ViP) campaign was to create massive impact amongst key decision makers within UK contact centres and establish salesforce.com as a serious contender in this space.
The campaign aims to achieve cut-through by providing a personalised experience for 1000 prospects. The mailer speaks to them directly through print personalisation and video technology. Only used once previously in the UK, ViP is high impact and is expected to achieve viral uptake and touch influencers as well as key decision makers. The mailer incorporates many marketing innovations:
This is the first step in an integrated campaign aimed at generating an ongoing dialogue and lead generation with these key prospects. The mailer dropped on April 18th 2011 and is still at early stages in terms of measurement. However, it has achieved a nine per cent response rate from mailer to PURL and 495,000 in new opportunities during the first four weeks.