As part of the IBM Resiliency suite of services, IBM wanted to introduce VSR (Virtualized Server Recovery), a unique solution guaranteeing shorter server recovery times, to their Top Account list. IBM had little or no penetration into this market and little marketing efforts around VSR had been undertaken other than internal communications to sales teams.
The provided database had a limited number of email addresses, therefore it was decided to target this market with a unique Direct Mail piece, supported by a mobile responsive website, social media, email, LinkedIn ads, tweets and LinkedIn group postings with LinkedIn groups the target market frequents.
Several themes were presented to IBM and it was decided to pursue an “up and running” theme supported by a stopwatch as a DM piece. This built on the unique product offering that VSR server recovery takes 30 minutes on average.
The Call To Action was to visit the website where the target market could find out more information about the solution and also book a demonstration with IBM via an online form. A VSR themed game was also included on the website to encourage return traffic.
Those attending an IBM demonstration were encouraged to bring their stopwatch to time the length it would take to get a server up and running.
In the first 4 months of the site being live it had received 570 visits, with 1,220 page views. Almost 40% of visitors are returning.
67% of visits came directly to the site with 19.1% coming from social media
There are plans to translate the microsite into other languages and use on a global level.