Making an impact with rapid pipeline generation.
The challenge.
Longstanding Miramar client Panasonic has enjoyed plenty of commercial success throughout our partnership. The ‘problem’ with success is that the bar gets set higher every time you succeed.
Panasonic’s strong track record with accounts in the ‘hi-viz’ sector meant it needed to nurture higher quality leads to hit increasingly ambitious sales targets for its TOUGHBOOK rugged devices.
Our challenge was to rapidly generate leads across sectors such as emergency services, logistics, and manufacturing. Achieving this was going to require a highly targeted content campaign to attract, engage, and nurture prospects.
Our solution.
We knew that in order to stand out with this audience, we’d need to come up with something ‘hi-viz’ of our own. Taking a bold new creative approach to product imagery, the final artwork landed with the type of impact that only a TOUGHBOOK could withstand.
But it wasn’t just about pretty pictures. The creative was just one element of a strategic four-month rapid lead generation campaign that was laser-focused on IT decision-makers in a shared demographic across multiple geographies.
We developed sector-specific assets – translated into four languages – that drove wider engagement and supported this with an email campaign to nurture an opt-in database of contacts with matching profiles. Prospects were then followed-up with through outbound telemarketing, turning interest into action, and converting them into leads.
The results.
By taking an out of the ordinary creative approach to our lead generation campaign, we were able to deliver some pretty out of the ordinary results that helped Panasonic fill a gap in its pipeline at a crucial point in its financial year.
ROI
leads generated