Marketing Radar is a data and CRM company specialising in the travel sector. The principals share a direct marketing background and founded Radar in order to make database marketing and CRM accessible to smaller companies. They had recently developed a new product, Radar Marketing Suite, enabling clients to exploit the potential of multiple data sources via a single, user-friendly and cost-effective interface.
Marketing Radar asked Two Lizards to launch Radar Marketing Suite with a business to business direct mail lead generation campaign aimed initially at small and medium sized travel and retail companies. The targets were marketers and managers rather than IT experts, so the campaign needed to summarise the benefits of the new product quickly and simply and prompt a response. Since this was a new product – and we know from extensive B2B experience that selling innovation presents its own set of challenges – we discussed a drip-feed campaign that would focus on a very specific problem-solving approach.
Knowing we would have to sell the IT advantages of the product to a mostly non-technical audience, we developed a ‘frustration’ concept to cut through the technical explanations straight to powerful, simple business benefits. Emailings supported the direct mail and a follow-up brochure gave more detail to respondents, as well as a full explanation of each element of the Radar Marketing Suite.
The creative approach for the entire campaign was powerfully visual, making dramatic and lighthearted use of ‘before and after’ images. The copy was deliberately pared-down and accessible, under the banner concept of ‘Complete control of everything from your desktop’. Prospects were given the option of responding telephone or email response to the direct mail communications and click throughs from the emailings.
As the client had created very few marketing communications at this stage in its development, we also created a strongly branded feel that could be carried forward into future campaigns and reflected Marketing Radar’s friendly and accessible approach.