Case study 14
IBM's marketing campaign for the City of London
The aim of this campaign was to strengthen IBMs position as the acknowledged provider of business and information technology solutions for the City of London. It was designed to deliver leads, create opportunity pipeline and contribute to company revenue targets in the financial services sector.
Key campaign components
IBM's marketing communications group developed a programme focused on creating awareness, consideration, acquisition and retention using a mix of print and interactive advertising (eg The Economist and ft.com), public relations drive, direct mail, telemarketing and business partner activity.
Communications were consolidated from the various parts of IBM into one uniform style to ensure the company's prospects receive a seamless flow of messaging that demonstrates the customised e-business solutions which IBM and its partners provide.
Heighten the profile
The campaign addresses the IT and business audiences and demonstrates IBM's understanding of the key business issues facing the City of London. It then promotes IBM's competencies that map onto these areas of increased focus.
As well as generating revenue from the campaign, our objective is to
establish a voice and context for IBM in the City so that the various IBM
business units can build on the awareness created with their own specific
product and services communications.
Advertising for the campaign launched on 18th January with a drive to
web... http://www.ibm.com/uk/cityoflondon
While IBM is not able to share the results from this campaign due to business practice guideline, it says that the results have been excellent.
Marketing communication objectives
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Strengthen IBM's position in the City of London to: An acknowledged provider of business and IT solutions.
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Create demand for our City solutions portfolio and deliver high margin returns.
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Penetrate the front and middle office, whilst maintaining a strong
position in the back office.
Target audience
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IT, line of business and departmental business managers.
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Internal IBM employees: within the financial services group, employees in General and senior executives.
Overall proposition
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IBM, together with its partners, deliver custom made e-business
'solutions' for the city.
Key messages
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Tier 1... IBM can deliver specific e-business solutions based on City of London business needs.
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Tier 2... IBM delivers e-business infrastructure expertise relating to the following business issues: operational resilience; cost reduction; and operational efficiency.
Communications flow
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Print advertising (eg The Economist and FT.com).