E-marketing

Tecan Systems

When Tecan Systems introduced its laboratory robot into a new market, their goal was simple. They wanted new customers as quickly as possible. TechStories developed a cost-effective e-mail campaign that delivered a highly-targeted message to their key audience. The sales team followed up on the leads and set up several product demos.

"Our cost per lead was 70% less than our recent trade show, and we were surprised at how qualified these leads were," said Paula Brannon, marketing communications manager for Tecan Systems.

"Our goal was to acquire several prominent customers quickly and then broaden the customer base, using these key customers as our launch pad. We were very pleased with the immediacy of the response as well as the fact that the top research institutes in the country are now on our prospect list," said Johan Christiaanse, director of marketing for Tecan Systems.

According to Brannon, "The TechStories staff made the e-mail project very easy and pain-free by managing the entire process from beginning to end. We recommended the mailing list and they handled all the details with the list company."

Brannon added, "They wrote and defined the e-mail copy and suggested offers to stimulate qualified responses. By utilizing our style elements, they created a landing page that melded into our website. Our results were easy to access through the web and designed to fit our database needs."

"This project was one of the easiest projects for me to execute this year and produced quality leads in support of our sales efforts," concluded Brannon.

E-marketing

Buoy5

When Buoy5 rolled out its enterprise purchasing approval system, iApprove, TechStories developed a successful e-mail lead generation campaign. The initial mailing resulted in an open rate of 36%, with 51 "click-thrus." But, the greatest measure of success was the response for demos.

According to David Willsey, president of Buoy5, "With TechStories help, we received several requests for system demos and we are looking forward to developing these leads into customers. E-mail is a very cost-effective method for us to expand our customer base."

Video

Network Computing magazine

Network Computing asked TechStories to develop a video that told the story of their network of distributed product testing labs. Our camera crew filmed each lab and captured interviews with key personnel. The result was an energetic film that clearly pointed out Network Computing's competitive advantage. Only Network Computing's editors were testing vendors' enterprise products over a real-world distributed network, much like the networks the publication's readers managed. After watching this video one lingering question remained in the back of your mind, how can IT managers trust the results of publications that tested enterprise products in a one-room lab?

Multimedia

NetManage

As NetManage prepared to launch a new product that held much promise for the company, they called on TechStories for a new type of sales tool. The launch team wanted a low-cost solution for combining all of their new marketing materials into one package that could be distributed inexpensively across their international sales channel. TechStories developed a multimedia press kit on a CD-ROM, which enabled viewers to navigate among several sections:

• A two-minute movie highlighting exciting new features of the product
• Question and answer section featuring video footage of executives, customers and channel partners answering key questions about the new product
• Data sheets
• Press releases
• A free trial of another NetManage product

This tool presented a successful new format for helping customers and channel partners understand the key selling features and benefits of this product. NetManage found this tool to be in high demand by their sales force and channel partners.

Multimedia

StarVox

For StarVox, a Voice Over IP software vendor, TechStories developed a movie that highlighted the key benefits of their enterprise software system. StarVox offered the first software-only solution in the market, with rules-based technology that not only cut costs by running voice calls over data lines, but enabled users to receive voice calls by telling the system where to find them. While StarVox had a handsome array of print collateral, the full benefit of this product was best demonstrated by the movie, enabling the viewer to witness the product's benefits first-hand.

E-Newsletter

InternetWeek magazine

TechStories produced and distributed "Marketing Transformation," a bimonthly e-newsletter written for advertisers of InternetWeek. For each issue, we interviewed industry experts and asked them about their philosophy and experience in implementing cutting-edge marketing programs for technology companies. This newsletter was a relationship-building tool for InternetWeek and it experienced steady growth with its opt-in readership. It included topics such as online profiling of prospects, new trends in online media buying, personalization in marketing, and much more.

Print Collateral

Hitachi

When Hitachi Computer Products was preparing to launch a network storage product at NetWorld, they called on TechStories to develop a brochure that told the story of their technology advancements. We incorporated custom illustrations to reinforce the product messages. The team found the brochure especially useful as a discussion tool during press briefings at the show.

Print Collateral

Astea

TechStories developed a product brief for Astea that outlined the key features of its Service Alliance enterprise software application. Since this was a sales tool, it included screen captures and a detailed, yet not too technical, discussion of Astea's superior implementation of each feature.