Decision-makers targeted marketing
Design of marketing campaign for IT managers
Direct marketing for decision-makers
South Africa 2014
To develop a behavioural- based strategy for a leading Internet and technology services provider in South Africa (MWeb).
Understanding the mindset of decision-makers
I approached this project from a behavioural perspective, trying to unveil the human needs driving the decisions of IT managers across different businesses. I worked closely with an integrated marketing agency to talk with the right profiles–i.e. IT managers-. The agency profiled and segmented the potential customers quantitatively, and I completed the qualitative research and guided the strategy to inform the marketing execution.
I immersed myself in the world of IT managers in order to understand how they made decisions, but also how they worked, arranged information, dealt with service-providers, and how they saw their organisations' structure.
I journey mapped their decision-making process and identified how to best design for behaviour change at the moment of choosing their technology service provider.
I worked with the creative team on developing a direct marketing concept that was effective and at the same time delivered a compelling message which connected emotionally with the users.
An award-winning direct marketing campaign that achieved a 70% success rate in reaching the right decision-makers.