Measure

• Zebra gained immediate recognition as the new player in the route accounting marketplace
• An initial stream of leads was generated, resulting in early sales
• Channel interest and support was strong and created a base for ongoing sales

Execute

The cornerstone of the program was a nationwide, year-long “Born to Be Mobile” sweepstakes that targeted the route accounting industry and was integrated into all aspects of the campaign.

Nelson Schmidt created the Web-based sweepstakes and a product information microsite. The agency also developed a promotional trade show launch which featured a pre-show direct mail designed to drive booth traffic.

The integrated campaign also featured a brand/product print and online awareness campaign targeted to end-users and the channel. The channel also received a launch kit with educational and selling tools and were invited to a training Webinar. An end-user direct mail targeted current mobile printer users in the route accounting industry. A turnkey lead management program was also developed which included informational material fulfillment, as well as telemarketing lead qualification.

Formulate

Nelson Schmidt led an all-encompassing channel-to-end-user campaign designed to engage the end-user, generate sales leads, and educate and motivate the resellers.

Discover

As the newcomer to the market, Zebra needed to find ways to generate awareness and penetrate the marketplace.

To meet those objectives, the company ventured into a new market (route accounting and direct store delivery), launching a specially designed mobile wireless printer to a marketplace that relies on a combination of value-added resellers and direct sales channels.

Our proprietary NS-Metrics strategic planning process was used for Zebra Technologies, the market leader in bar code label printers for the manufacturing and warehouse distribution supply chain. Zebra was seeking additional growth in markets where it was relatively unknown.