Case study: the product-specific campaign

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Fujitsu Softek, a storage management company owned by Japan-based Fujitsu Ltd., needed a way to reach a tightly targeted audience for its Softek Storage Manager product, as well as to build awareness of the new product among resellers, analysts and the media community.

The product, which launched last June, provides storage management in multivendor environments through centralized reporting and monitoring. It is aimed at large companies with complex storage environments and massive amounts of data, said Chris Wagner, VP-marketing communications at Fujitsu Softek, Sunnyvale, Calif.

Softek wanted to reach senior-level executives within IT organizations, in addition to creating awareness among a broader audience of analysts and the media. "The challenge was to build brand awareness and deliver qualified leads to the sales force," Wagner said.

In developing a marketing program for Storage Manager, Wagner said he had to decide where to spend limited marketing dollars to reach the target audience in the most effective way. He did not disclose the marketing budget.

"When we go to market, we have so many opportunities on a daily basis on how to spend our marketing dollar," Wagner said.

Wagner said Softek decided to put its marketing dollars into an integrated program that would provide qualified leads, as well as provide exposure in targeted venues to raise brand awareness.

After evaluating several trade shows and publications, Softek decided the primary outlet for its marketing would be TechTarget, an IT media company that produces events, Web sites, e-newsletters, Webcasts and Storage magazine. "TechTarget is able to deliver a very targeted, qualified audience," Wagner said.

Fujitsu Softek, working with ad agency Doremus, San Francisco, developed an integrated marketing program with TechTarget that included events, e-marketing and advertising.

On the event side, Softek exhibited at TechTarget’s Storage Decisions and Storage Management conferences last year, sponsored the name badges at both conferences and hosted a hospitality suite at Storage Decisions. Also at the Storage Decisions conference, which was held in September in Chicago, Softek created a music CD titled "Overprovision Blues" to drop into attendees’ bags. A blues band with the same theme played in its hospitality suite.

To drive traffic to its booth at the show, Softek sent e-mail to registered attendees offering a free Zagats dining guide to Chicago. The e-mail campaign had a 35% response rate, which Wagner said was the highest response rate Softek had ever achieved from an e-marketing campaign.

To build brand awareness, Softek advertised throughout the year in Storage magazine. The ad message centered on a 25% improvement guarantee in storage utilization. Certain ads were designed to drive traffic to the booth at the Storage Decisions conference.

Wagner said the multipronged strategy was successful in generating qualified leads and new business. The conference attracted about 600 storage buyers; approximately 200 of these were existing customers.

"The show was a great relationship builder," Wagner said. It also provided visibility among the media and analyst community, he added.

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