Best Opt-in Campaign:
Silver B-to-B (tie)
Naomi Campbell, Chris Harding, Alex Melnychuk, Tobias Andersson
MarketingSherpa Summary - Why They Won:
Two reasons why this campaign impressed us: First, the marketers used multiple media to
penetrate their niche-yet-global market, including email, telemarketing, trade shows,
sales rep contacts and a Web site. Next, they took permission to a higher level, asking
new opt-ins to fill out personal profiles on their interests. Now, the marketers can easily
segment their new list, sending opt-ins only highly relevant information.
From Their Nomination Form:
Invitrogen's customers are academics and scientists who value accurate and relevant
information. Marketing approach: self-profiling system using email, telemarketing,
exhibition, Web site visits, sales reps channel and data cleansing to create an opt-in
database of more than 100,000 self-profiled contacts. Technologies used include our own
Generator2 platform for data management & cleansing, profiling and lead generation.
The campaign ran throughout Europe and North America. Provide the names of
colleagues that work alongside them. Flag if they need immediate help. The iProfile
program was initially deployed in Europe and involved the processing of more than
150,000 European contact records on the company's database. eMarket2 initiated a
systematic program of email marketing to encourage the company's customers and
prospects to complete an online self-profile of their information needs and interest areas.
The Generator2 database tracked all clickthroughs from the email and recorded all
completed profile data. This enabled the system to target contacts that had not responded
with reminder emails at regular intervals to encourage more completed profiles. The
email marketing activity was reinforced with telemarketing in five languages to help
identify additional qualified contacts and email addresses within the Life Science
company's target market. The data cleanse and database build activity was successfully
completed in 10 weeks and the company continues to augment their opt-in contacts using
the iProfile self-profiling tool in all marketing activities. Sorry, the judges promised this
winner that we would keep their results private. However, be assured that we have seen
all the data - and were thoroughly impressed!