Kunde & Co shows with campaign for Samsung: Dialog marketing also works in the Corona era
Dialogmarketing kann auch in den Zeiten von Corona und Home Office überraschen, begeistern und wirken. Kunde & Co, B2B-Leadagentur von Samsung Schweiz, hat es mit ihrer Kampagne für Flash Memorys mit Fingerabdruck-Scan bewiesen: Sie hat eine Rücklaufquote von 20 Prozent. Das physische Mailing wurde von integralen, digitalen Massnahmen begleitet.
In 2020, Samsung launched the world's first portable flash memory with a built-in fingerprint scanner. To raise awareness of this new product among ICT managers and generate leads for orders, Samsung commissioned Kunde & Co to design and implement the campaign. Pekka Blanc, Marketing Manager at Samsung Switzerland, says: "We are extremely satisfied with the impact of our campaign, which helped us to increase the visibility of our B2B solutions and generated 26 customer meetings with high project volume potential. The mailing was so well received that some customers even proactively asked for appointments - and that in times of Corona!"
The overall objective of the campaign was to strengthen Samsung's position as the global market leader in flash memory and to generate sales appointments for the sale of the new product. The concept for promoting the Samsung PSSD T7 Touch consisted essentially of exclusive direct advertising, which was sent by post to 150 selected decision-makers from major Swiss companies. The story and mechanics of the direct mailing were developed based on target group insights and tested for effectiveness in advance. The "better safe... than sorry" approach to the recipients was aimed directly at their core need: namely the continuous maintenance of IT security in their companies and the associated caution against potentially harmful hardware or software and external system attacks and the serious consequences thereof. The mailing presented the IT manager with a solution in the form of a test copy of the PSSD T7 Touch and invited him to report back his experiences in a personal feedback meeting with a Samsung employee assigned to him. In order to generate pull effects, the direct advertising was accompanied by social media and newsletter activities and the overall leads gained were further processed by the Samsung sales team.
High response rate despite the coronavirus crisis
The campaign generated around 26 customer meetings, which corresponds to a response rate of 20%. "This high success rate shows that physical mailings are still a strong marketing element in our digital world," says Henrik Kattrup, Partner at Kunde & Co Switzerland. But of course that alone is not enough, which is why Kunde & Co conceptualizes and supports Samsung Switzerland's marketing activities on an integral level, says Kattrup. Pekka Blanc, Marketing Manager at Samsung Switzerland, adds: "We will certainly retain direct mailing in our campaign mix. With Kunde & Co, we have the right partner at our side to create impact and develop innovative and differentiating B2B advertising formats."
Kunde & Co has been supporting Samsung Switzerland as the lead agency in the area of business solutions with effective B2B communication since 2019. The collaboration was initiated with a campaign about the quality benefits of Samsung LED screens. This also included a direct mailing and accompanying measures such as films, newsletters and social media activities. The direct mailing also achieved a high response rate of 25% of the decision-makers contacted.
