Go Direct! Go for results

Direct Response Advertising	DM Pack – Envelope & Cover Letter	DM Creative – Message Card

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Ojectives	Increase awareness of Microsoft Dynamics’ CRM and Enterprise Resource Plan (ERP) software solutions Generate leads from existing Microsoft Dynamics customers, up-sell other solutions and build up the base of prospective customers
Challenge	Penetrate a market which already had over 800 CRM applications and at least 11 serious and established ERP specialists
Solution	An integrated campaign aimed at 3,000 people across Singapore, Indonesia and Malaysia — the target audience was identified using a combination of desk research, an external database chosen specifically for our segment criteria, and telemarketing validation Tailored DM packs sent to targets to drive respondents online for data capture — to help determine the ‘hotness’ of the lead; eDMs sent to non-respondents to motivate them to respond To increase awareness and drive additional traffic to the campaign site, a series of CRM and ERP web banners were featured across a network of IT-related sites
Results	21.3% of DM recipients responded and became leads, out of which 30% were ‘hot’ leads Average eDM open rate of 12.9%, average click-through rate of 2.65% 80% of telemarketing respondents requested the whitepaper download

Campaign Website

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