Siemens Communications

Client Requirement:

With constant innovation in telecoms technology, manufacturers are vying for attention and product acceptance within this busy and fiercely competitive market.

Solutions providers have to find more engaging ways to sell. A case in point: despite saving Essex County Council £9m in capital and operating costs through the installation of their ground-breaking wireless technology solution, market leader Siemens found a disappointing lack of interest from other local authorities.

The Solution:

Past experience told us that local authorities weren't usually susceptible to direct marketing approaches and yet direct mail was still judged as the most likely medium to deliver a positive result; a more radical approach was needed.

We designed a spoof, full colour newsletter 'Wireless', which was completely personalised using a number of pieces of contact information about the named IT decision maker within the local authority. (We profiled ideal contacts and obtained excellent, validated contact data to increase chances of success).

Various articles and 'scoops' sold the benefits of wireless technology as if the manager in question had already introduced the wireless solution, with various reports of efficiencies and cost benefits achieved "thanks to his or her vision". The piece was designed to provoke intrigue and reaction.

The Benefits:

• The spoof newsletter prompted a wave of responses to the off-the-wall DM piece and generated real interest in the benefits claimed. (Some IT decision makers 'phoned Siemens Global Campaign Manager wanting to know what the company was playing at - until the spoof was explained to them...)


• The newsletter was one of the least expensive BCQ have produced for Siemens. But creative thinking made it work harder to yield a high return on investment.

"The 'wireless' DM has generated one of the best responses we've ever had to any piece sent out by Siemens; inbound calls were flooding in well before we started a telemarketing follow-up to the mailing. The fact that it stirred a few things up? All to the good. People we previously found hard to reach are now talking about Siemens."

Campaign Manager
Siemens Communications