TMNG Global Develops Competitive Marketing Strategy for  Client's Web-Identity Products

Challenge

Facing the significant challenge of a declining market share, our client, asked a TMNG Global team to implement a strategy to penetrate the competitors’ customer base in order to win back former customers.

The client’s current acquisition and retention efforts had been limited to direct marketing campaigns. These campaigns had relied extensively on online response paths to generate sales. To ensure seamless integration between offline campaigns and online response paths, our strategic approach delivered focus and leadership to the online components that needed to be developed.

Furthermore, the small business segment had provided the sole focus for acquisition sales; leaving the consumer market untapped. The TMNG Global team was asked to test the consumer market with a direct mail campaign.

Finally, the client asked the team to undertake a marketing awareness campaign in support of a planned product launch and to articulate a communications strategy.

TMNG Global Solution

We developed the competitor marketing strategy and launched the first direct mail component successfully. In doing so, our team guided cross-departmental collaboration across the following groups: operations, engineering, product management, inbound sales and customer service. TMNG Global’s efforts also provided a framework for future direct mail and e-mail marketing tactical components.

We then managed an integrated awareness-building campaign that encompassed print, e-mail, and banner advertising to support an e-commerce product launch. The media vehicles utilized to generate more than 100 million impressions were national business publications (Fortune, Business Week, etc.), banner ads on websites, and commercial e-mail lists. TMNG Global developed a communications plan to support the launch of new web products. The plan consisted of a multi-layered outreach that began with a welcome e-mail, and followed with product updates, status of purchase and other information-driven correspondence.

To integrate online with offline marketing, we directed the architecture and visual style of a mini-site designed to be the primary response mechanism for a direct mail campaign of one million units. Our team also provided follow-through and insight into previously “unfinished” interactive projects. For instance, TMNG Global worked with an agency to finish a white paper mini-site created as a lead-generation tool for direct mail initiatives.

Finally, we developed and executed the test matrix for the first consumer direct mail effort, which required the following activities:

• defining the test segment;
• selecting and purchasing lists;
• overseeing the creative formats and copy; and
• determining the response channels and their individual requirements.

Benefits to the Client

TMNG Global developed the company’s competitive marketing strategy and implemented the direct mail acquisition component, achieving a 1.5 percent response rate within the first two weeks of launch. Implementation of this campaign paved the way for the year’s future initiatives by defining all the processes required to support the campaigns.

TMNG Global provided standardization to the client’s marketing communications activities, which will support subsequent product launches. We also provided project leadership and agency management to ensure seamless integration of online response channels in support of offline marketing campaigns.