Global Email Marketing

Case Study

Client:

VisionAid Technologies Ltd., based in the United Kingdom (UK), developed a innovative portable device that enabled individuals with visual disabilities greater mobility, as well as increased access to print media and other non-electronic forms of information.

Global Marketing Challenge:

Highly successful in their home market in the UK, VisionAid wanted to expand globally, starting with the much larger and potentially much more lucrative US market.  VisionAid sought the assistance of the Global Internet Marketing (GIM) team from Princeton Consulting International (PCI) to help with their expansion. 

Solution:

PCI recommended a highly targeted Global Email Marketing (GEM) campaign aimed at worldwide distributors of related products. The campaign would be released prior to a major trade show and conference in the US that Vision Aid would be attending, and that attracted a worldwide audience of potential distribution partners.

The Campaign:

Through global marketing research, PCI developed a database of over 500 distributors and potential partners worldwide and over 250 in the US alone, comprising the major customers that may be interested in the VA product line. 

Using a cutting edge GEM application tool, PCI developed a customized news release directed at the database announcing VA’s plans to expand worldwide and the US in particular, and let potential channel partners know where to locate VA if they planned to attend the conference in the US.

Campaign Results:

Of the 500 plus electronic news releases sent to the database by PCI the results were:

Over 35% opened and read the news release

Over 25% followed additional links in the news release providing additional product and company information

20 potential channel partners worldwide responded directly to VA expressing interest in distributing the VA portable device, many of whom stopped by to visit the VA booth at the conference

Testimonial:

Mr. Ellis Ellis, Managing Director of Vision Aid Technologies stated:

“This campaign far exceeded our expectations and has contributed significantly to our global product launch.  The return on investment has been tremendous and we could not have accomplished this without the assistance of PCI and their Global Internet Marketing team.”