 |
 |
 |
 |
 |
 |
 |
 |
 |
 |
SAP
Generating leads efficiently
The Challenge
- Increase the volume, effectiveness, and efficiency of qualified lead generation for the mid-market products (e.g. SAP B1) business among small and medium-sized enterprises in over 15 countries in the EMEA region
- Target: Optimize cost per lead.
- Campaign strategy, planning, and procurement centralized in Düsseldorf
The Insight
- A centralized strategy can be adapted 1:1, with the exception of a few local modifications
- Optimized keyword advertising is the most efficient way to generate new leads
- Products that need to be explained are effectively placed with advertorials
The Campaign
- Designed a multi-stranded testing strategy against channels (e.g., search, banners, PFL, context advertising, sponsorships), sites, placements within sites, and flight time as well as units and offers.
- Weekly reporting enables on-the-fly optimization and immediate changes in budget allocation.
- Staggered the pilot to be launched in Germany first, so that knowledge gained there could be fed into the starting points of tests in the other countries.
The Results
- Across the course of the campaign, decreased CPL by 148% in banners, 87% in cost per click channels, and 29% in contextual channels (micro-site and banner enhancements as well as media optimization contributed to these improvements)
- Provided the first benchmark for online CPL in this region
- Established knowledge about the most effective lead generation channels per country for future campaigns
- Brand awareness as well as brand perceptions were strongly enhanced by the campaign (results of site surveys on booked sites)
Brand Perception Campaign
The Challenge
- Increase brand awareness and purchase consideration of SAP among mid-market decision makers
- The primary goal of this image campaign is to overcome negative perceptions and increase consideration for SAP solutions.
The Insight
- With TEMimpact, qualitative market research results can be matched to the quantitative TEMcontrol ad server results
- By pausing the campaign, both the media and the design can be optimized in terms of the desired goals so that the branding objectives can be achieved even more efficiently during the 2nd flight
- Editorial partnerships with sponsored content and the use of pod casts and mobile marketing have a significant impact on overall campaign performance
The Campaign
- Sponsorships with established key media owners to roadblock the competition
- Banners on special-interest media
- Paid-for-listing (PFL) for a long-term, continuous presence offers 100% cost-efficiency in addition to normal ad words and usage of Google video
- CPC banners on business and IT channels
- Context advertising, CPC-based with video integration
- PDA advertising targeting business users
- Use of more different motives for testing
The Results
- The overall image of SAP is quite positive, an overall campaign effect can be identified among ad recipients
- Aided awareness could be increased by 7%
- The benchmark compared to both main competitors Microsoft and Oracle shows a more positive image
- The brand is viewed more favorably than before the campaign
- SAP clients showed a higher willingness to recommend SAP after the campaign
- Male testimonial works better than female testimonial
- Rectangle is the most effective format to reach the defined brand goals
- Best contact frequency per user is 10+ ad impressions
