IBM and CD Group
Creating a Brand That “Wildly Exceeds” Expectations

Client:

IBM, an international technology company, and their small business technology partner, CD Group

Situation:

  • L&A’s client agency was invited by IBM’s Marketing Department to help CD Group market a new component that would allow JD Edwards “World” Software users to e-commerce enable using IBM’s Net.Commerce product
  • There was a narrow timeframe of opportunity to enter the market, to pre-empt competitors—including JD Edwards

Strategy

  • Based on strategy session findings, the clients were targeting the wrong audience with an educational message on e-commerce
  • Shift to an executive decision-making audience at the decision-making point in the lifecycle with a differentiated ROI message
  • Shift from selling components to a total branded solution
  • Use narrow-casting with a direct marketing versus broadcasting / advertising

Solution:

  • Create the “Enable Your World” brand, a bundled total solution
  • Create a direct marketing campaign with telemarketing and 3-part direct mail
  • Drive targets to virtual events and live remote sales presentations
  • Develop a custom web site where targets could experience the product first-hand, by “purchasing” a complimentary book on e-commerce with a “credit card” and then track the entire purchase and delivery process behind the scenes with a password
  • Create a sales presentation, brochure, technical white papers, cover letters and emails for the sales force
  • Develop customizable executive proposals for CTOs (key influencers) and CEOs (ultimate decision-makers) with technical and financial value propositions

Results:

  • Exceeded goals for qualified leads, call-ins, “Contact Us” requests, downloads of white papers and proposals, web demos, live demos and webcast attendance
  • Solution sales “wildly exceeded” both client’s expectations
  • The original brand was extended the following year to a line of business intelligence products in partnership with Cognos
  • The agency was invited to produce the next year’s campaign and won a Silver Summit Award of Excellence for the campaign
  • CD Group was purchased by Cognos for a lucrative “undisclosed” amount
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