Zebra Technologies – Channel-to-End-User Campaign

Sometimes generating enthusiasm for a new product takes more than offering an expensive prize. That’s why Zebra did more than give away a Harley-Davidson Road King to create interest in their new mobile wireless printer. As you’ll read below, we helped them unite their messaging across two distinct audience groups. We educated and motivated their direct and indirect channels, while building customer awareness and interest, with fun, engaging direct mail materials.

Case Study

Discover

Zebra Technologies introduced a mobile wireless printer for sale through value-added resellers (VARs) to penetrate the route accounting and direct store delivery markets. Zebra wanted Nelson Schmidt to help generate brand awareness in these new markets and create demand for their new product.

Formulate

Nelson Schmidt developed a comprehensive direct response advertising campaign designed to educate and motivate the resellers and generate sales leads.

Execute

The cornerstone of the program was a nationwide, year-long “Born to Be Mobile” sweepstakes. 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 brand and product print advertising and online lead generation campaigns. Prior to the product launch, the channel received a 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 provided by Nelson Schmidt which included material fulfillment, telemarketing and lead qualification.

Measure

Zebra gained immediate recognition as a leading new player in the route accounting marketplace. Leads generated as a result of the campaign helped Zebra exceed $500,000 sales plan for the quarter. Strengthened channel interest and support which created ongoing sales and captured market share.