© siemens nv/sa, october 2004 communications hipath 4000 switch siemens corporate marketing...
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HiPath 4000 switchSiemens Corporate Marketing Communications
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HiPath 4000 switchmailingThe idea
To inspire customers with older pbx system like the Hicom 300 to change to the HiPath 4000 communication platform
To motivate customers to change to a new communication system offering them “unlimited” possibilities on the applications front while benefiting from an important discount
To point out the many new possibilities of the HiPath 4000 leading to considerable benefits
To stress the idea that the customer is considered an important customer and that only he gets this special offer
To reconfirm the Siemens position to avoid that the customer switches to a non-Siemens brand
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HiPath 4000 switchmailingThe concept
MarCom program A direct mailing towards all “old system”
customers, with a key visual detailing the possible limitations of the current Siemens system but re-affirming the fact that they made a sound investment before
Visual A man walks into a glass door he didn’t notice. The glass door stands for the limitations of the
current system, you don’t see these limitations but your business can be very much improved by adding new applications the current system cannot handle
The message Clear and simple
get money for your old Siemens pbx
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HiPath 4000 switchmailingHow does it look like?
The teaser envelope
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HiPath 4000 switchmailingHow does it look like?
The direct mail itself
Example of content
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HiPath 4000 switchmailingHow to start an action on your own database?
Review the content of the action and advise us on what needs to be changed
Key elements for change: The amount that can be saved, local currency The contact number to directly contact you,
remember that a call lost is a potential sale missed!
The e-mail address, as an alternative you can use the general one [email protected] and we will forward all mails to you
Verification whether this action is not subject to any legal approval for your country
Extra motivational tool We can give a limited number of HiPath
gadgets in order to motivate customers to react, this can be either an umbrella or a baseball cap
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HiPath 4000 switchmailingHow to go about?
Send us all detailed information of what needs to be changed
Send us the required quantities or listing We send out all mailings by express mail or
the required number to you by DHL Once we have all elements for change - and
you have given your ok - we deliver within one week
Contact:Jean Luc Devisscher
[email protected]+32/14/253250
+32/14/232224 fax+32/475800684 gsm
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HiPath 4000 switchmailing8 tips to increase the success rate
1. Give your customer a call in advance to Find out more about his current system if you haven’t
heard of him for a long while Tell him you will send a mailing with a considerable
advantage just because he is a customer2. Follow up the call with a second call motivating the customer
to see a sales person or to attend an event (workshop)3. Make sure your sales people know the reasons why customers
should make the change (see the brochure)4. Calculate prior to the visit the maximum discount based on
what the customer has currently installed5. Convince hesitating customers to attend a workshop on the
HiPath 4000 (consult your channel manager for dates or how to go about)
6. Play on the advantages of the HiPath 4000 in terms of cost savings and new possibilities the system offers
7. Play on the fact that the sales person is coming with a “gift” if the customer is not receptive at first. Customers like free gifts however small they are
8. See what else can be offered (free service for one year?) for luring customers into buying a new system
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HiPath 4000 switchmailingBudget
Siemens offers you for free:
1. The entire concept
2. The envelopes
3. The personalized mailing
4. The dispatch of the mailing, if carried out by us
5. A limited set of gadgets