Case Studies
| Campaign | Product Launch Dialog Server |
| Channels | Press Advertising / Dimensional Direct Mail / Telemarketing |
Background
ActionPoint, now Captiva, has recognised the frustrations experienced by many customers when completing complex online transactions, and the loss in revenues this entails. Dialog Server is a revolutionary new XML product that resolves this issue by simplifying the process, resulting in a reduction in abandonment.
Task
To raise awareness of Dialog Server™ as a solution to reducing online transaction abandon rates, and generate sales appointments.
Program
Findings from an independent research study confirmed an average online transaction abandon rate of 95%. Clockwork IMC developed an integrated offline/online campaign using this statistic to highlight the severity of the problem and to position Dialog Server as a solution.
Campaign channels comprised; trade press advertising within selected journals, supported by a dimensional direct mail piece to a selected list of 91 senior decision makers within the Insurance sector. All prospects were directed online to view supporting web pages. Each insurance prospect was contacted by an ActionPoint Sales Executive to discuss the proposition and secure an appointment.
Response
The number of unsolicited calls for more information increased as well as the number of hits on the website. The direct mail follow-up delivered a very satisfactory level of sales meetings.