GoldMine Software integrated campaign
Online banner advertisement
Full page advertisement
Direct mail
Web site link
Market
GoldMine is an off the shelf CRM solution designed to assist sales and marketing in small businesses. However, sales and marketing decision-makers in small businesses were unaware of the benefits and functions of CRM.
Communication
Create a straight-forward, integrated campaign that offered the benefits of GoldMine from a basic sales and marketing viewpoint. Offer a fulfilment piece that simply, clearly and objectively informed readers of the benefits of CRM and how CRM could impact their business.
Results
| Direct Response | 4.0% | |
| Australia |
| Comparative Response | 0.5% | |
| US & Europe |
The GoldMine DM piece achieved a 4% response from a cold database (US and European campaigns achieved 0.5%). GoldMine went on to gain market leadership in 2000.