The retail landscape is adapting to technology advances and modern consumer behavior. At Fujifilm Australia, the team recognized this need and, with Kuno Creative, determined that creating a campaign around the brand’s Fujivision digital signage product would expand the reach beyond the traditional offline relationship-driven sales and marketing.
Prior to launching the campaign, there was no way to nurture existing contacts that became inactive, generate new contacts and secure new customers that they would not otherwise have reached.
To start the process, Kuno Creative’s brand journalists interviewed internal stakeholders at Fujifilm to determine the buyers that would be targeted. This led to additional research and more in-depth problem/solution-focused interviews that would eventually produce the top of the funnel download “5 Ways Retailers Can Use Digital Signage to Engage Customers and Increase Sales.”
Along with the download, a series of lead nurturing emails were produced, as well as promotional blog posts and LinkedIn/Facebook sponsored updates to increase awareness of the download and generate campaign leads. A small microsite-style landing page experience was also created for long-term promotion of the Fujivision product on the company’s HubSpot portal.
Once all the assets were produced, the ramp-up to the full campaign launch began in October 2013 with the publication of the first blog post, as well as a soft launch of the landing page for the top-funnel offer.
Fujivision Blog Posts
Campaign promotion with a budget for targeted LinkedIn and Facebook sponsored posts launched in earnest in mid-March 2014. Because this was a single campaign for a large company with a broad product line, it was important to get the most value out of each lead generated.
Moving them from marketing to sales was imperative to Fujifilm Australia, of course. So at the end of the lead nurturing campaign, if the contact did not convert on the bottom-funnel offer, they were sent over to sales via the HubSpot/Salesforce integration for prospecting and follow-up.
In total, the campaign:
The two customers can be directly attributed to the inbound campaign using HubSpot, though additional customers could be attributed from the existing, reactivated pool of contacts.
Tactically, the email to inactive contacts was well-received with nearly 20 percent open rate and a 13 percent click rate for a list that had previously never been contacted by Fujifilm.
In addition, the email open rate on lead nurturing campaigns was up to 5 percent higher than the initial offer email engagement. We've continued to post blogs since the inception of this inbound campaign, with the blog now receiving nearly 175 views a month, a 310% increase year over year.
While the campaign did not have a high quantity of inbound traffic and leads, it was designed to avoid that entirely, rather focusing on a small group of high-value retail leaders. In the end, the personalized, segmented and buyer-focused campaign has been a great success for a brand that was, at the time, just entering the inbound world.
More than a year later, the campaign remains live and is generating new leads, underscoring the ongoing nature of inbound marketing programs.