Retail Business Intelligence Launch materials
Integrated campaign used e-mail, direct mail postcards and telesales in a profile-raising, tight-timeframe strategy
The "I am a retailer" campaign launched a new service line in a new vertical, and was designed to establish in the minds of targeted retail executives that Glenture -- an unknown vendor -- understood their challenges. The campaign used "real people" images instead of technology-related images -- an unusual approach in the software/services business. The first e-mail + postcard focused on the information retail execs need but lack, and the second e-mail + postcard focused on the critical answers provided by Glenture Retail Business Intelligence (rBI). The reverse/mailing-surface side pays off on the problem posed on the front with the headline, "The answers you need," and leverages the unique capabilities of digital printing to personalize the call to action.
