Microsoft CRM: Communication strategy

Situation:
Microsoft CRM 1.2 is the product from the creators of Windows for “Customer Relationship Management”, that when the campaign started had brand awareness and positioning due to its novelty in the business software industry.

Communication objective:
To generate brand awareness in Latin America and positioning among potential product decision makers as a strategic tool to improve the internal performance of the company and consumer‘s satisfaction. Demand creation.

Communication strategy:
Given the geographic cover of the action and the nature of the product, massive online communication was the best choice to generate contacts and provide support to the sales partners channel.

Communication:
Generated a descriptive concept of the product’s benefits in search of positioning and brand awareness. Accomplishment of a campaign structured in three pillars:
1. Web site for decision makers and another specific for partners.
2. Creation of an online communication campaign with national reach aimed to the prospects of the site.
3. Creation and hand over of a kit with communication and marketing material to be used locally by the partners.

Results:
An increase of product site’s traffic and registration of prospects of 40x. .

For more information, visit: www.short-tall.com