Tearing Down the Silos –

a Targeted Upgrade Campaign Integrating Multiple Data Sources and Tools

Heike Reher, Operations Manager ESD, ACD Systems

Nicole Braun, Ecommerce Specialist, ACD Systems

ACD Systems

• since 1993 one of the world‟s leading providers of image management and

technical illustration software

• headquartered in Victoria, British Columbia, Canada, with offices in Miami

• digital image software pioneer

• one of the first shareware programs

• award winning products: ACDSee Photo Manager, ACDSee Pro, ACDSee

Photo Editor, FotoSlate Photo Print Studio, and Canvas

• “the complete toolbox for photographers”

• language versions in English, German, French, Japanese, Chinese,

Korean (Dutch, Italian, Spanish)

ACDSee Photo Manager

Product Launch:

• SRP price increase of 23.5%

• 2 year lapse since last major version release

• Product available in multiple channels

• Public beta

• Upgrade revenue

Launch Results Comparison

Confirmed (Customer) Upgrade Pricing

> Product registration

> Discounted pricing for owners of previous versions

> Email / web / retail

> Additional incentives for beta users

> Longterm campaign presence

Silos and the tools we used to merge them:

Tool Interaction

Email Strategy:

Campaign Timeline

Product launch

Product registration

Please

Register

Now

Your

Coupon

Code Pre-orderPre-order

Reminder

Coupon

Reminder

Coupon Code

pre-order

Launch Results: Sales

Other Results Figures

> Campaign duration: Sept „09 to March „10

> 33% new registered owners

> 54% of all ecommerce units

> 29% coupon code redemption rate