marketing campaign podemos q4

CEURCEURS ep / Oct / Nov 2008S ep / Oct / Nov 2008

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Podemos Q3 & Q4 2008:Podemos Q3 & Q4 2008:

Combined & coordinated activities of…• Existing customers

• Press

• Advertisings

• VARs

• VADs

• CP Secure DE

• CP Secure Asia: Webmaster

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Time BarTime Bar

SeptemberSeptember OctoberOctober NovemberNovember

A D IT-A dministrator

A D IXA D LA Nline A D <kes>

Online banner IT-A dministrator

Roadshow in Mönchengladbach

Roadshow in Munich

Roadshow in B erlin

Roadshow in Frankfurt

Roadshow in Hamburg

Roadshow in Hamburg

Affiliate MarketingAffiliate Marketing

Press Release/ F lyer/ Invitation

Case S tudy IT-A dministrator

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Press releases

Case studies

Customers

Reseller

Webinars

Distributor

Roadshow

Affiliate program

Print / Online ads

Google Adwords

Post cards / Poster

Reseller promo kit

Landing page

Homepage local language

Marcomlocal language

Discounts Customer

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Focus on the customerFocus on the customer

Increase of the visibility to the customer

Interest customers in “Try & Buy” (TnB)

Partners follow up the TnB

TnB turns into revenue

Experience: 8.x of 10 accompanied evaluation units are getting bought!

Customer

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Customers Win CustomersCustomers Win Customers

Recommendation of an existing customer

Potential buyer orders an evaluation unit

One month maintenance for one Appliance/ filled test form

Additional two months in case the other customer buys

Customers

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Case StudiesCase StudiesCustomers trust other customers feedback more than traditional advertising

Publicized in the most important

it-administrator magazines

Three case studies per quarterCase Studies

Publicized in the magazine

„IT-Business“

Publicized in the magazine

„IT-Administrator“

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Post cards / Poster / FlyerPost cards / Poster / Flyer

Flyer

• For customers and partners regarding TnB

Poster

• For the minding of our VADs and VARs

Post cards

• In combination with email marketing draft and phone script

Post cards

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Press workPress workPublication of…

• Newsletters

• Press releases

• Case studies

• Product tests & -comparisons

• Market overviews

• Whitepapers

• Addresses administrators, management, reseller, distributors and other customers

Increase of the visibility

Press work

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Print AdsPrint Ads4 advertisings á 1/3 page in the most important it-magazines in September and October 2008

1 banner and 1 sponsored link in the online edition of IT-Administrator in September 2008 (bundle)

Magazines: IT-Administrator, LANline, iX, kes

Fancy advertising & banner on TnB

Branding, generates requests for TnB, Leads

Target group: Administrators, IT Managers

Print Ads

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Magazine “iX”Magazine “iX”

• Print run of 48.000 copies

• Readers are about 80% administrators

• Ordinary price for 1/3 page: …,-€

• Special price for: …,-€• Publication planned for September 2008

One month before Systems, Munich

Print ads

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Magazine “IT-Administrator”Magazine “IT-Administrator”• Print run of 10.000 copies

• Readers are nearly 100% administrators

• Ordinary costs for 1/3 page: …,- €

• Publication planned for September 2008

Addresses administrators with budget left

In addition: Banner in the online magazine in September 2008 + 1 month sponsored link

• Ordinary online costs: …,- €

Special bundle price: …,- €instead of …,- €, bundle price: discount of 35%

Print ads

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Magazine “kes”Magazine “kes”



• Ordinary price for 1/3 page: …,- €

• Special price: …,-€• Publication planned for October 2008

Magazines for free at Systems, Munich

Print ads

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Magazine “LANline”Magazine “LANline”



• Ordinary costs for 1/3 page: …,- €

• Special price: …,-€• Publication planned for October 2008

Magazines for free at Systems, Munich

Print ads

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Print AdPrint AdIntention:

• Administrators love their appliances

• Reasons: extreme stability & reliability

• Too great to leave them in the “dark server room”

Including…

• Features

• Link to the landing page

• Code Follow up

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Partner cataloguePartner catalogue

Catalogue PC Ware Q2/2008:

Including…

• Intention of CP Secure

• Historical background of CP Secure

• Features

• Partner specific product line overview

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FlyerFlyer

Including…

• Features of the appliances

• Graphic: Integration in the network

• Benefits of stream-based scanning

• Overview of the appliances

• Invitation to the events “ADMINs LIEBLING Tour 2008”

• Cover: same picture as in the advertisings brand recognition

• Contact

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Existing customersExisting customers

Promotion “Customers win customers”

very attractive offering

Employees talk to existing customers to become reference customers via phone, email, visit or speaker slot

Allowance to use their logo on our homepage, in our presentations etc.

Existing customers

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Existing VARs & VADsExisting VARs & VADs

Promotion VAR MDF, additionally to the VAD MDF

>50k 1%, >100k 1,5% (purchase at VAD)

Promotion CSG 300 and CSG 1500 with 40% off list price for VARs

Partners send newsletters and flyers on TnB to their customers, call important customers

Promotion for “Podemos” added to their homepages

Addressing of “Podemos” during meetings

“Business breakfasts”, slides & hands on

Presales during evaluation

Existing VARs & VADs

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Promo Kit (for partners)Promo Kit (for partners)Email draft on TnB

Phone script

Press release draft

Localized channel guide

Localized data sheets

Localized presentation about the company

Local case studies of existing customers

Local webinar

Post card

Poster

Promo Kit

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Homepage local languageHomepage local language

People prefer to talk, read and hear information in the local language

Content is easier to understand

Local visitors feel more comfortable

Local visitors spend more time on the homepage

Local surveys

Local activities

Local promotions

Local case studies

Expected by customers and partners!

Homepage local language

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Landing pageLanding page

Customer registers call follows

Link to registration landing page in every email, newsletter, bill, etc.

Including…

• all information regarding TnB

• a fancy graphic & a luring text

• a form to fill out, contact details

Landing page

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Discounts for customersDiscounts for customers

15% off list price of a CSG for customers after participation at the promotion TnB

15% off list price of a CSG for GOV, EDU, health care and case study

20% off list price of a CSG at the best that the customer replaces a product of a competitor with a CSG (Prove: no Open Source)

No discount accumulation

Discounts

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RoadshowRoadshowEvent to persuade prospective customers of the products of CP Secure in a nice atmosphere

Introduction of CP Secure

Technical introduction of a CSG

Hands on training for customers

Business breakfast @ VARs

Invitation of existing customers to tell the audience their experiences with the CSGs

Planned to use the VADs and VARs facilities in Hamburg, Berlin, Frankfurt, Munich or Monchengladbach

Roadshow

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Affiliate programAffiliate program• Banners regarding “Podemos” on different homepages, bulletin boards and blogs

• Podemos addresses a wider customer range

• Procedure:

- Customers read/ click the banner

- Link to the landing page

- They fill out a registration form and get a call from CP Secure DACH regarding TnB

Banner service is free of costs. Only if a CSG Appliance gets sold, we have to pay for the affiliate service (pay per sale: EUR …,-/unit)

Affiliate program

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Marcom local languageMarcom local languageData sheets

Local case studies

Flyer

Poster

Post card

Channel guide

Emailing draft

Telesales script

Free of cost whitepapers at online magazines

PPT-Presentation about the company

Newsletter etc.

Marcomlocal language

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Podemos: ResourcesPodemos: ResourcesExisting customers

Press (channel- and admin magazines)

Ads (online & print)

VARs

VADs

CP Secure DE

CP Secure Asia: webmaster

This never seen before combination and coordination of activities will increase the visibility, branding, pull from the market as well as the market share for CP Secure.

Resources

ThankThank you you veryvery much for your attention! much for your attention!