Case Study: GBH Communications - Mining the Existing Base
OMV began working with Los Angeles-based GBH Communications in November, 2007. GBH is a leading distributor and systems integrator of audio and video conferencing solutions to enterprises nationwide.
Over the last 20 years, GBH has installed thousands of audio and video conferencing systems from leading manufacturers such as Polycom, LifeSize, and others. Their customer base is large, geographically disbursed, and has been maintained through a number of customer relationship management (CRM) systems over the years. However, with the pace of change in technology and telecommunications, it is easy to lose track of decision makers as well as the buying cycle of key customers. New vendors and technology enter the competitive race faster than ever before.
GBH made the decision to actively mine and market its own customer base using a variety of integrated direct marketing services from OMV. They felt this was the most cost-effective way to maintain current revenues and grow new revenues organically. Activities included vertically targeted HTML emails, branded and re-branded white paper content, as well as offers and promotions designed to increase web traffic to gbh.com. It was important for them to inform previous customers of the advantages of new technologies, even if they had purchased an audio or video conferencing system within the last two years.
Alan Randall, VP of Marketing for GBH, comes from a traditional consumer advertising background, and understands the importance of clear messaging and compelling content. He wanted to make sure communications to existing customers were tasteful and unobtrusive. At the same time, he wanted to drive interest in new products, as well as keep GBH top of mind when a customer’s purchasing cycle commenced.
OMV designed a series of clever, modern, HTML email campaigns with crisp messaging and clear calls to action. In addition, new white paper templates were designed leveraging existing content from vendors, refreshed to include specific GBH messaging.
Over the course of several HTML and White Paper campaigns, the results were clear. Click through rates on HTML emails were nearly four times the national average for B-to-B audiences. Leads passed to the sales group increased dramatically, and increased sales lead to even more co-op allocation from vendors.
“OMV has proven to be a valuable partner to augment the efforts of our marketing department,” said Randall. ” The metrics and the results have spoken for themselves.”
