The New Media Forum was so timely as it coincided with the emergence of new communication channels. SAP and its partners Andersen Consulting and Sun Microsystems, invited Anderson Baillie to create a strategic marketing communication campaign for the launch into the UK New Media market. Anderson Baillie approached the new initiative introduction campaign by segmenting the New Media market for targeting, integrating direct mail, telemarketing, website, posters, sponsorship and public relations mechanisms.
“Introducing a new product into a new market is, as every marketing professional understands, extremely difficult. Anderson Baillie’s strategy for the New Media Forum succeeded because it addressed directly the requirements of the market via a well thought out and integrated marketing campaign.”
Steve Yurisich Andersen Consulting
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The Anderson Baillie account team worked with all of SAP’s solution providers including Plaut to deliver this direct marketing campaign aimed at the mid-market channel. |
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Anderson Baillie's integrated advertising campaign to promote Xiscan was part of the ongoing marketing communications programme for Xinetica the client. |