The art and science of Direct 2.0
Archive for November, 2012
Pitney Bowes required an up-market strategy to reach Fortune 500 C-suite executives to raise awareness and improve perceptions of the brand. Best known for its core offerings, these targets were generally unaware of the company’s new strategic direction and executive thought leadership.
DVI conducted a comprehensive audit of similar brands and their use of thought leadership programs and documented key C-level executive wants and needs. We created Pivotal Thoughts, a quarterly peer-to-peer publication in analog and digital versions and an ongoing campaign for the Harvard Business Review. To support these programs, we helped build and validate a C-level contact database.
Using pre- and post-measurements, we achieved a remarkable 80% recall amongst the C-level executives we targeted (5X gain). Longitudinal tracking of key AAU (awareness, attitudes and usage) measures over time showed improvements that created a more fertile environment for enterprise-level consultative solution sales.