When 3Com's engineering team made a technology breakthrough and developed a software-based router that could greatly reduce the cost of internetworking sites on the boundary of a large corporate network, they asked Mueller International to devise an integrated marketing strategy that would effectively introduce the new technology to the corporate end-user market.

To successfully launch the NETBuilder Remote Family and help 3Com achieve its goal of market dominance with this new technology, Mueller International developed and implemented an International New Product Launch targeting the U.S. and 15 other countries throughout Europe, South America, and the Pacific Rim.

This program was designed to achieve the following objectives:

Develop a Qualified Prospect Identification Program that would meet or exceed a guaranteed 10% response from the target market.
Launch the NETBuilder Remote Family into national and international markets.
Set 3Com on the path to becoming the industry leader in the internetworking market by making the company and the NETBuilder Remote Family well known and in-demand in the marketplace.
Provide 3Com with a marketing strategy that would enable them to generate $36 million in revenue.

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Implemented a Qualified Lead Generation Program designed to identify qualified prospects, generate interest in the NETBuilder Remote Family, and follow-up with 3Com's sales force to track qualified prospects to win/loss.
Conducted a Market Potential and Response Motivation Research study to determine market potential and market "buying motivators" for the NETBuilder Remote Family so that effective marketing communications programs could be developed.
Conducted a thorough list research to identify the target market and carried out a custom designed Direct Mail Pre-Qualification Program to capture critical, qualifying information from targeted prospects. Mueller International guaranteed a minimum 10% response from this program.
Launched Demand Generation Programs in the U.S. and 15 European, South American and Pacific Rim countries to reach over 62,000 qualified prospects.
Implemented a high-quality, high-impact, 3-Dimensional Direct Mail Program and Telemarketing Follow-up Program to create awareness and generate interest in the NETBuilder Remote Family.
Performed Lead Distribution and Closed-Loop Lead Tracking to ensure that lead follow-up was conducted in a timely manner, and to capture lead feedback, status, and sales information resulting from the program.

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Achieved 18% response rate from the Direct Mail Pre-Qualification Program far surpassing the guaranteed 10% response rate.
Generated 1,602 qualified Class "A" leads, exceeding the program goal by 300%.
Identified $400,000,000 in potential sales revenue.
Based upon the success of this campaign to generate qualified opportunities and sales revenue, the program achieved program roll-out status within 90 days of implementation.


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