Case Study: Strata8 - Integrated Direct Marketing that Builds a Brand
Bellevue, Washington-based Strata8 Networks is the new, new thing in enterprise cellular communications. Even though most markets have upwards of four to five choices for cellular providers, choice is actually not pervasive - especially when it comes to the enterprise.
Strata8 is a start-up with big plans to compete in the cellular market - being more nimble, more resourceful, and more dedicated to the needs of a very specific market segment: enterprises with 150-500 employees. In this segment, wireless costs are spiraling out of control as employees use their cellular device as their primary extension - even when sitting at their desk. In small businesses, the costs aren’t great enough for business owners to take notice. In very large enterprises, cellular service providers dedicate teams of account managers and sales engineers to cater to the needs of their biggest customers. That leaves the middle - undeserved and desperate for an alternative.
Strata8 builds cellular coverage and installs base station antennas only where it’s required: at the location of their customer. When users are within the coverage area, they’re not charged by the minute for cellular calls. They can use their cell phone just like a desk phone. When users leave the local coverage area, they immediately transition to a national network partner. Cost savings, control, and management of cellular services improve dramatically.
Strata8 faced the challenge of building a brand in a market space dominated by a few large players. In addition, the company needed to establish itself very quickly as an enterprise-grade alternative to existing wireless providers.
On Message Ventures designed an integrated direct marketing campaign lasting three months to establish a brand, fill a lead funnel, and expand media coverage for Strata8. This included a series of HTML email blasts to over 1,000 telecom decision makers in 16 markets across the United States, telemarketing follow-up to generate interest in periodic webinars, as well as a live seminar hosted in Bellevue, Washington. The result? A 40% conversion rate from cold lead to interested party, 208 new leads in the pipeline, and attendance of over 50 telecom decision makers at the Seattle seminar.
Results that establish Strata8 as a real alternative to the spiraling cost of enterprise cellular.
