Back to School with the Neoware e900

Situation:

The Neoware e900 is designed to support industrial thin client applications in the harshest working conditions with superior security, manageability and reliability. It was built specifically for a major retail distribution company. At the inception of this campaign, the e900 had not been aggressively marketed to a larger audience. Neoware asked Digital Influence Group to design a demand generation campaign to increase awareness of the e900.

Response:

Awareness was generated via a three-pronged approach:

1) A video was created and posted to YouTube presenting a well-meaning, yet misguided father who purchases his son an e900 to help him succeed in school. The video wraps with a push to neoware.com/e900.

2) A digital media relations campaign was developed to outreach to influencers in the space. Five key influencers were identified and attained as hits – including TechAgility and VMblog.

See the: Landing Page

3) An HTML email was produced and sent to a rented list of 25,000 IT decision makers in industrial, manufacturing and distribution centers. The email was a mock news story in which Neoware publicly clarified that the e900 is not intended for use by elementary school students. The email drove users to watch the video on the landing page, neoware.com/e900.

See the: Email Promotion

The landing page both showcased the video and turned the corner into the benefits of the e900 for its intended use in extreme industrial, manufacturing and warehouse environments.

Results:

> The video distribution campaign attained a view count of over 1,500 and a rating of 4 out of 5 stars
> Key influential blogs posted on the campaign including geekswithblogs.net, ThinClient.org, VMblog.com and TechAgility.info
> Email open rate was 8.8%
> Of the 1,389 who opened, 10.3% clicked through to the landing page