Toshiba wanted IT professionals across Canada to consider Toshiba notebook computers for their company’s business needs. An integrated campaign was developed, including a combination of direct marketing, multi-channel digital advertising, outbound telesales and personal visits to hundreds of IT buyers across Canada in diverse verticals.
The campaign set record click-through rates on LinkedIn and IT industry websites, and delivered over 1,000 qualified sales meetings over two quarters for the Toshiba sales force. Direct mail executions delivered 74% recall, with digital executions outperforming typical benchmarks by 200% or more. Vertical market penetration numbers reached over 20% in some instances.