IBM Lunch Pack – Echo Direct Marketing Awards Finalist
Data Warehousing is a common IT solution, usually made up of a different number of components (hardware, software, consulting) from different suppliers. IBM decided to launch a ‘solution in a box’ Data Warehousing product, offering the convenience of dealing with a single source and giving the IT audience one less thing to worry about.
The brief called for a direct marketing campaign that would drive the target audience to the IBM demo centre for a first hand look at the product in action. Experience has shown that the demo centre has a very high closing rate – the trick is getting them there.
The first DM touch was the offer of a free lunch, delivered in exchange for the audience taking time to read a couple of paragraphs about DataWarehousing. When the lunch was delivered a few days later, we made a second offer of a complimentary return limo ride to IBM’s demo centre.
The campaign rolled out in stages to 5 cities in Australia and New Zealand, with the first touch (the offer of a free lunch) pulling response rates as high as 14%. And the demo centre offer generated an average response rate of 20%.