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Unformatted text preview: Selling a corporate software product that costs hundreds of thousands of dollars is a tough project. You can’t just broadly advertise and expect results. Instead, you need to reach directly into the offices of executive buyers. There’s no shortage of gatekeepers and roadblocks between you and your quarry, and executive buyers are often deeply jaded to traditional advertising messages. What’s your route to success? The Campaign My client was introducing intelligent eMerchandising software that increased the per-cart sales average of large online stores. We rolled out a wide-ranging campaign (involving offline and online elements like print ads, online advertising, e-newsletter sponsorship, email blasts, etc), and the basic campaign concept played out in the visual for our print ad: The first run of the print ad offered a white paper, and the ad generated far more leads than expected. Time to breathe a sigh of relief. After all the other elements hit the market, we confronted the problem of getting our sales reps into the...
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This note was uploaded on 06/08/2009 for the course MRKT 303 taught by Professor Staff during the Spring '08 term at S.E. Louisiana.
- Spring '08