Goal
Hitachi Software is a subsidiary of Hitachi, one of the top 20 companies in the world.
In the UK it markets interactive whiteboards and related software to schools and businesses.
Hitachi aims to grow its market share for whiteboard products in UK. The schools market is a highly-competitive environment for hardware and schools are becoming fed-up with promotional material.
One of the key sales opportunities for schools is the annual education technology exhibition in Olympia called the BETT show.
Hitachi commissioned Qube to run an email marketing campaign to drive users to their stand at the exhibition.
Solution
'Our strategy was to look into building a relationship with prospective customers rather than trying to “hard sell” the products.'
To encourage non-customers of Hitachi whiteboards to visit their stand we created a high-quality education technology buyers’ guide to help them out at the show.
The guide was branded as Hitachi and contained a wide range of useful tips and information to make life easier for teachers at the exhibition.
We ran a series of email newsletters counting down to the show which invited readers to come to the stand and pick up the guide. We also promoted it as a great opportunity to compare all leading whiteboard brands in one place.
The newsletter contained other useful and interesting content related to the brand, for example:
- Future classroom: a look at what the future holds for the classroom
- What new innovations will change the way people teach?
Results
'This newsletter is excellent, I'm most impressed that you've got it spot on first go.'
Alex Goudge, Marketing Manager, Hitachi Software
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