Increasing Engagement with a Selfie Competition
Increasing Engagement with a Selfie Competition
Client: Business Development for Napier
Objective: To create a campaign that would raise awareness and encourage our target audience to engage and interact with Napier.
Activities: Napier decided to create branded ‘selfie’ props that would be featured as a ‘sponsorship’ on the tables at the Electronics Industry Awards and would be a key element of our ‘Selfie’ Competition’. Our competition invited attendees of the awards to take a ‘selfie’ with the Napier props and either tweet or post their photo on Instagram by tagging @NapierPR, to have a chance to win a bottle of champagne.
Results: Through our Napier Prop selfie competition, we were pleased to receive over 20 entries from our target audience in the industry, which both increased engagement and established our presence at the awards with numerous mentions of our sponsorship throughout the night.
From this, we raised our own brand awareness by ensuring that competition entries are either fed through our Twitter or Instagram social media channels with the correct tagging. This extended the reach of the campaign, and raised awareness of Napier, as participants shared their competition entry photo to all contacts on their social media channels.
Developing a video campaign to be used in the selling process
Client: ProSYS GMC
Objective: To develop a video campaign, to be used as part of the selling process by their sales team. The video was used as part of a sales pitch, often to large company CEOs and used to show this product to its full potential
Activities: Napier worked very closely with ProSYS, to create a fully sophisticated video to help sell one of their core products. Their, METSyS, is a low voltage remote substation monitor. The video concept included animated sequences to help tell the story of the product’s USPs and key benefits.
Results: The final video was well received and has been used by across the sales team to help sell their product and also to help raise awareness of the brand. It is also included on their website to further promote this core product.
Using HubSpot to Send Personalised Multi-Language Emails to Increase Open Rate
Client: Farnell element14
Objective: To increase sales
Activities: By using HubSpot’s marketing automation software, we have been able to send personalised multi-language emails. The emails use dynamic content to pull in data directly from their CRM, meaning that we can make a template once and then the content for the emails are built automatically using customer data and there isn’t a need to create emails from scratch every time.
This allows the emails to incorporate product recommendations based on their purchase history, the emails include links directly to the customer’s product recommendations on the Farnell element14 site, driving more traffic to the transactional sites.
Results: These emails have increased open rates by 150% and successfully increased sales. Using HubSpot, we have been able to create drip campaigns and send emails to segmented lists based on the customer’s buying habits, while also engaging with customers that haven’t been active for a said amount of time by giving them money off vouchers to use online on products.
Marketing Automation for Power Components Company
Client: Vicor
Objective: To develop and manage Vicor's marketing automation process.
Activities: Napier is responsible for the entire automation process, which includes developing the behavioural and data-driven triggered emails, managing campaigns that reach Vicor's worldwide database of over 100,000 contacts.
Results: Through their marketing automation campaigns, Vicor have achieved an average open rate that's almost treble the industry average. Napier have further been successful in nurturing Vicor's customers and prospects, to ultimately grow their European sales and increase webinar attendees.
Launching and Managing Email Newsletters
Client: Future Electronics
Objective: To build a database of key contacts in the EMEA region, and to subsequently develop and manage a series of monthly email newsletters.
Activities: We helped Future collect data from a number of internal databases, and we designed and coded an efficient HTML template. Each newsletter comprises of 6-8 stories about the products Future distributes, and is based either on a theme or dedicated to a supplier. We are now responsible for handling the entire process, including email design, developing the content, sending the emails, and managing the database.
Results: To date, Napier have helped Future achieve consistent above industry average open rates.
Ongoing Email Marketing Campaign
Client
ACAL Technology
Objective
Continue ongoing email marketing campaigns in the UK and achieve success with European newsletters by making best use of ACAL’s in-house database.
Activities
Napier has continued to maximise the use of contacts from ACAL’s Netsuite database, through the creation of regular email newsletters featuring a number of ACAL’s franchises, together with ad-hoc emails highlighting new lines and promotions. ACAL’s European subsidiaries are also beginning to greater utilise Napier’s email service by including a range of successful UK stories within their newsletters.
Results
The campaigns have fostered ongoing customer relationships, through an active, permission-based database. Click through rates exceed 8% per newsletter, with responses significantly increasing when incentives are offered. New customers have been acquired through the programme, which has now been rolled out across ACAL’s European operations.
RAID Storage Case Studies
Client
AMCC/3ware
Objective
Generate case studies showing the benefits of using AMCC’s 3ware SATA RAID controllers in a range of markets.
Activities
An incentive was introduced to encourage the AMCC sales team to provide contact details for customers that would make a good case study. Napier contacted the customers directly, researched the details, wrote the case study and obtained the necessary approvals for the final text. Customers in the programme ranged from small specialist companies to RTÉ, the Irish national broadcaster.
Results
The programme generated a number of case studies that have been used as sales tools, as content for the AMCC website, within direct marketing campaigns, and three case studies were placed as contributed articles in the European Press.