SUCCESS STORIES: CompuCom
Challenge:
CompuCom was one of the largest companies in the IT outsourcing business but most CIOs had never heard of it. Low awareness began to hamper the company’s expansion plans. In mid-2007, CompuCom decided to begin advertising in a limited way and hired RCS to help.
Solution:
RCS developed a campaign that ran in IT trade publications such as CIO and InformationWeek in the U.S. and Canada. The ads focused on quality and value; they featured a lump of coal and a diamond. The headline stated, “There are bigger IT outsourcing companies, but none better.” Copy talked about delivering Tier-One service at a Tier-Two price. It also cited statistics to back up the claim.
We developed lead generation programs with CIO and InformationWeek to help salespeople. Banner ads on the publications’ electronic sites led people to CompuCom white papers. The sites forwarded hundreds of names and addresses of those who downloaded the white papers to CompuCom for follow up.
At trade shows, the company also employed the coal/diamond theme. It gave away diamonds at its booth to build traffic.
Results:
Marketing metrics 1Q ’08 compared to 1Q ’07 show increased market interest:
- 323% increase in average monthly Web site visitors (20,380 1Q ’08 average visits per month)
- 488% increase in Web site white paper downloads
- 375% increase in press release views on businesswire.com
- 556% increase in inquiries made to Gartner regarding CompuCom (39 requests)
Brand awareness/readership ad testing/direct marketing program response metrics:
- 16% CompuCom-aided brand awareness level was achieved in March ’08 from a CIO magazine brand study - up from 6% aided awareness tested in ‘07
- CompuCom ranked 11th in overall ad readership effectiveness out of 42 other ads tested in December ’07 issue of CIO magazine. Ranked higher than: Accenture-14th, IBM-17th, Microsoft-22nd, and HP-24th
- Direct mail achieved 25.87% response rate (951 pieces dropped and 246 visits to sites)
Gartner Magic Quadrant study ranking
- Ranked in leaders quadrant for both Desktop and Help Desk 4Q ’08 studies and placed near IBM, EDS and other larger IT providers (based on evaluation of service quality and vision)
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