'SME Business Campaign' wins best lead generation campaign for Plantronics

Plantronics is a manufacturer of lightweight communications headset products. Its headsets are widely used amongst Fortune 50 companies and have featured in numerous films and high profile events, including the historic 'One small step for man' transmission in 1969.

Challenge

It wanted to promote better awareness of its products within the SME sector, with the message that during economically difficult times Plantronics could boost help business productivity by allowing people to juggle workloads and multitask more effectively. Targeting owners and managers in businesses of between 50 and 250 employees, ultimately it wanted to generate 1000 leads for conversion into headset trials or sales.

Solution

It commissioned a research report, complied from surveying more than 1000 SME owners, called 'Rise of the super SME - A Guide To Plain Sailing Through the Recession'. This was used as the lead generation tool. It was offered as a free PDF download and supported by a free trial offer. This was supported by pre-opted in e-bulletin and online activity spanning a three month period. Working with e-media across a number of subscription based e-titles, such ad SME Business and SME Technology, Plantronics was able to buy into a pre-qualified database of participants who had already pre-registered with the publishers, with any reader clicking on the trial offer giving their permission for their data to be automatically supplied.