Designed to perform where other laptops simply fail, Toughbooks don’t just lead the rugged market, they created it and dominate it.
However, that carries with it certain difficulties. First of all, most people who know they want a rugged computer already have a Toughbook. Secondly, because Toughbooks are so durable, they need replacing far less frequently than other laptops.
So Panasonic approached us with a challenge. How do we take Toughbooks into markets where they’ve never previously penetrated? And how do we alert potential customers of their existence?
The Proctors response
This was a huge – but intensely exciting – challenge for Proctors. And it generated a response which added up to one of our most ambitious campaigns ever.
Aimed at 16 distinct industry sectors, in multiple languages, we targeted audiences across Europe using sophisticated data segmentation – and the powerful capabilities of Intimis, our one-to-one prospect marketing system.
Basically, the campaign is built on three key components:
Online advertising – using the very latest online techniques such as re-messaging and behavioural targeting, we were able to create an advertising campaign that is specific to every relevant sector and focuses its attention on precisely the right type of prospect for Toughbook. This was also supported by pay-per-click advertising and careful search engine optimisation to drive traffic to a bespoke, individually tailored campaign website.
A direct response campaign – featuring both printed DM and email. Created in three waves, each piece was specific to both a sector and country, delivering the key messages and supporting offers for each. Using the personalised URLs that Intimis generates, we are able to see who responds to what and can follow their subsequent activity as they visit our campaign site.
Campaign website – what started out as a proposal for a stand-alone campaign site has now flourished into what will soon become the main web presence for Toughbook in Europe. One of our most cutting-edge sites to date, translated into multiple languages and built using leading content-management system, Drupal, it features a huge range of interactive content, from no fewer than 17 Proctors designed and delivered Toughbook movies, through business process solutions, right down to an interactive product selector. SEO was a major factor in the creation of all content on the site and is closely tied to the online advertising and search activity.
The campaign is being rolled out over a matter of months, but already we're achieving response rates in some countries of well over 7.8% and a qualified lead to response rate of more than 50% across Europe.
We can also safely say that the team at Toughbook are more than happy with our work, as you’ll see from this short endorsement provided by Stephen Yeo, Toughbook’s European Marketing Director.