Challenge: Utilization of traditional direct response was a significant component of TandbergData (formerly Exabyte) media mix. Testing and measuring various audiences, messages and frequency to attain maximum ROI was a business goal.

Solution: Market research indicated an emerging need for data storage in various “desktop” markets. Hawk3i developed a focused strategy whereby Tandberg’s mid-size vertical prospects would be targeted in an annual campaign. A creative campaign was developed, targeting the movie and broadcast industry. The concept played up the “High Capacity, Small Footprint” features and benefits of LTO tape media as the preferred data backup solution. Leads were captured and measured via traditional bounce-back mechanisms and web catcher pages. Distribution of leads was awarded to top-tier channel partners via email workflow and call center support.

Result: The targeted emerging markets transitioned into solid sources of revenue with aftermarket, cross sell and up sell potential. The direct response campaign process, leads distribution and channel development business model flourished and was deployed for additional products and markets. Value added reseller relationships and channel programs were invigorated, due to interest in mining high value leads. Growing the sales network contributed to revenue increases year over year.