Direct Campaign Management System, Landing Site and Custom CRM

A leader in telemedicine services put together a creative direct marketing campaign for their target audience, human resources directors of large organizations.  The campaign consisted of a cleverly designed box with an empty storage case for high end headphones that was fedexed to the targets with instructions on how to redeem them.  To redeem the headphones, the recipient had a a personalized URL (PURL) that sent them to a micro-site that had an ROI calculator with sliders pre-set to values from our client’s research. The target could play with the sliders to see how much cost savings they could achieve by using our client (the interaction was recorded and used in the development of sales presentations). The target would then update a profile on the micro-site and would be sent the headphones. 

Working with the marketing and sales teams, using AKTAV, we designed, developed, deployed and supported a custom integrated system that included

• A custom campaign specific CRM module featuring

  • stored research about the target and their organization

  • contact information and updates

  • micro-site interaction details

  • sales process status

  • integration with the fulfillment vendor’s system for the initial mailing and headphone fulfillment after requirements were met

  • a portal for independent sales agents to access target information and update the sales process

  • sales activity and progress tracking and reporting

  • integration with the client’s enterprise CRM

• A micro-site landing page with PURL that

  • customized on the fly to the target based on information from the CRM

  • included a personalized ROI calculator that captured the values of the parameters of the sliders as the target played with them, converted to actionable information for the sales team by the CRM

  • captured updated contact information

The campaign was hugely successful, orders of magnitude greater than planned. It was so successful, that independent sales agents needed to be brought on board (necessitating the development of a portal for them).