Case Studies

SONY

Type of company:	Sony Euroasia Pazarlama A.S. - Leading FORTUNE 500 IT Company
Type of services:	Integrated marketing campaign
Objectives of Campaign:	1. Market to the end-clients in Bulgaria the opportunity of taking full advantage of Sony's LCD Displays. Increase the demand of Sony's LCD Displays by the SMEs and Corporate clients in Bulgaria and increase the sales 2. Expand the IT channel for Sony's LCD Displays and increase the sales efficiency of the whole channel SONY - Distributors (SOLYTRON)- Dealers (retailers, resellers, VARs, Integrators, etc.)- End Users (SMEs & corporate companies)
Goals of Campaign:	1. To generate demand & increase sales for Sony's LCD Displays in Bulgaria by end-users and to generate a demand for distribution of Sony's LCD Displays by retailers, resellers, dealers, etc…all over the country 2. To increase online presence of Sony's LCD Displays creating promotional web site for campaign at: www.sony.solytron.bg 3. Generate database with hot new leads for Sony's LCD Displays with the follow-up permission marketing and to create word of mouth for Sony's LCD Displays
Challenges:	1. Make the end-users proactive in searching for Sony's LCD Displays 2. Make retailers, resellers, dealers and other channel partners proactive in selling Sony's LCD Displays and change their behaviour from order takers to demand creators for Sony's LCD Displays 3. Position Sony's LCD Displays as the leader in Bulgaria of LCD Displays
Slogan of the campaign:	"TFT Monitors from SONY - the visible advantage"
Target Groups:	1. Corporate Clients in Bulgaria 2. SMEs in Bulgaria
Strategy:	Innovative "two-steps" marketing strategy, integrating more than twenty online and offline marketing weapons. 1 step: A promotional web site in Bulgarian language for Sony's LCD Displays was created. All marketing tools - offline and online drove qualified traffic to the web site in order to give more information on products, features & benefits. 2 step: Create a demand and generate a larger pool of potential prospects. In order to increase respondents' rate and create word of mouth, the online game with an award -17" HS73B SONY TFT Monitor was created and performed. Note: The whole range of Sony's TFT Monitors, technical details and benefits were published on the web site (see below the look & feel of the web site). Contact details of SONY distributor - SOLYTRON and SONY dealers were also published on the web site and on each of the three inserts of brochures in order to close the chain SONY-Distributor-2-Tiers (dealers, resellers, retailers, etc.)-Target Clients.
Tactics:	Offline marketing tools: Posters for retailers, dealers, resellers with the empty space for their logo and coordinates and contacts and SOLYTRON's logo (see below the details) were printed and distributed to partners Product brochures and SOLYTRON leaflets were inserted in the most efficient (based on our experience with the media, which brings the biggest number of clients for IT products) weekly business newspaper (?) to increase the demand & sales of Sony's LCD Displays by the target group of end-users Product brochures and SOLYTRON leaflets were inserted in the most efficient (based on our experience with the media, which brings the biggest number of clients for IT products) monthly business newsletter(?) to increase the demand & sales of Sony's LCD Displays by the target group of end-users Product brochures and SOLYTRON leaflets were inserted in the most efficient (based on our experience) weekly specialised IT newspaper (?) to increase dealers' demand to sell Sony's TFT Monitors Award for the game 17" HS73B SONY TFT Monitor was given as a present to the winner of the game Offline PR - announcing the winner of the game (at the end of campaign) Word of mouth Online marketing tools: Promotional web site in Bulgarian for SONY TFT Monitors were designed Internet marketing was planned and preformed - Banners and text links on the most efficient Internet portals (for sales of IT products) www.dir.bg and www.mail.bg Online game on the site www.sony.solytron.bg were programmed and performed Personalized permission based e-mails to targeted SMEs (which I showed you on my notebook) were executed Online PR - announcing the winner of the game on www.dir.bg and www.mail.bg (at the end of campaign)
Results of Campaign:	1. Excellent overall response to the message of the campaign and increased sales numbers and numbers of dealers 2. The campaign generated more than 61000 visits of the web site www.sony.solytron.bg of campaign. The unique visitors are 12856 and each of them reloaded the web site around 4 times during campaign, which shows that the web site involves the visitors and builds relationship with them. 3. The campaign generated database with data of 7122 different people and more than 4300 of them give us permission to continue marketing to them 4. The campaign created word of mouth and 1298 people participated in the game through oral communication 5. The end user awareness concerning TFT monitors of SONY and their advantages increased significantly based on statistics
Benefits:	1. Online presence of SONY monitors in Bulgarian Internet market-place 2. The brand awareness about SONY monitors has been increased mainly through Internet marketing - more than 2 000 000 times the logo of SONY has been seen on the web 3. Identified click through rates (CTR), click per action rates, respondents' rates and R.O.I of each of the marketing weapons used in the integrated campaign.
Testimonial:	"Dear Janet, thanks for your work once again! You were so committed to the success of our campaign! For the first time we had a marketing partner who helped us to analyze the effectiveness of the different media, R.O.I. of our marketing and the integration of innovative marketing weapons as Web marketing, personalised permission e-mail marketing, word of mouth and Internet marketing in the campaign! We are looking forward to partnering with JNN Consult for our success with the next marketing campaign for Bulgaria!" Mr. Yunis Turkoglu IT sales Manager Turkey & Israel & Balkans Sony Euroasia Pazarlama A.S. Istanbul, Turkey