| HEADSPRING'S
E-MARKETING SOLUTION DELIVERS |
Summary
Headspring delivers a consolidated
eMarketing application along
with proven professional
services that result in
the successful deployment
of interactive marketing
campaigns. |
Client
Profile
Activant is a leading technology
provider of vertical ERP
solutions servicing the
automotive aftermarket,
hardware and home centers,
wholesale trade, and lumber
and building materials industries.
Over 20,000 wholesale, retail
and manufacturing customer
locations use Activant's
solutions to help drive
new levels of business performance. |
Project
Initiative
Activant had a significant
number of both existing
customers and new leads
that they wished to email
targeted through interactive
media. The marketing team
was in need of a single
solution that would allow
them to manage, distribute,
and analyze results in
an efficient and effective
way. |
The
Search for a Solution
Activant's success in eMarketing
campaigns was not up to
the expected standard. Due
to the inability to measure
true ROI and the unreliability
of various eMarketing systems,
Activant turned to Headspring.
Our extensive background
in building custom applications
as well our background in
the implementation of successful
eMarketing campaigns was
a perfect fit. |
Project
Objectives
The objective was to deliver a system with a simple, easy-to-use interface that would be both easy to manage and would deliver and track the success of interactive marketing campaigns. In addition,
it would need to allow for
easy integration with existing
customer and lead databases
as well as be scalable to
include product-based MicroSites
and analytics. |
|
The Approach
Headspring evaluated several
solutions, including whether
to take an 'off-the-shelf'
solution and modify it
to fit Activant's needs,
or whether to build a
tool that would not only
deliver what the team
wanted, but would not
be subject to ongoing
license fees as they scaled.
The custom approach was
going to be the most cost-effective,
both in the short term
and the long term.
|
The
Headspring Solution
The Headspring team spent
considerable time with the
Activant marketing team
as Headspring developed
the project solution. The
Headspring team recognized
that it was critical to
the application's success
to not only deliver what
the Activant team needed
quickly but to also consider
the end users of the system
- a diverse and moderately
technical team of skilled
marketers. The solution
included the following...
An interactive marketing
application that:
- Provided an easy-to-use
interface for the creation
and preview of campaign
materials.
- Integrated with the
Activant database and
allowed for the customization
of the recipient lists
for each campaign.
- Provided variables that measured the success of every campaign in real-time, including a consolidated view of all campaigns.
- Provided support for
lead generation MicroSites
that would futher assist
in providing relevant
information to prospects
and customers.
Ongoing professional services
such as:
- Providing creative direction, implementation management, and additional production services to execute campaigns.
- Custom programming
to build enhancements
and additional add-ons
as needed.
- Digital asset management.
Infrastructure management
including:
- Content distribution network
with 99.9% uptime.
- Managing infrastructure independent of Activant IT resources.
|
Customer
Value
The team members at Activant jumped at the chance to use their new solution, and experienced great success. The program has now been managing all interactive campaigns for over 16 months, with response rates between 5% - 35%. |
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