As the face of the agency, I handled Lenovo's brand portfolio that included Channel (Lenovo for Channel Partners), SMB (focusing on small and medium businesses), REL (Lenovo for the large enterprise), Consumer and iOmega. My role included managing Lenovo's integrated marketing campaigns with Intel, Microsoft, Nvidia, AMD, etc., conceptualize and execute B2B and B2C campaigns for EMEA in both traditional and digital media and manage client relationships.
Rethinking Direct Mailers
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Need – Lenovo was unsure about sending DM because direct mailer campaigns over the past few years hadn’t yielded the desired results as compared to the costs involved in creating and sending them
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Requirement – Prove that direct mailers actually work
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What we did – Compiled an in-depth analysis of how DMs can actually work by stopping the “one size fits all” mentality through secondary research. Created X1 Carbon DM to be sent to a 100 selected ‘new’ channel partners across EMEA to test the effectiveness of DMs
Lenovo Digital Catalog
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Need – A booklet with Lenovo's product offerings for the sales team to share with potential clients
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Requirement – Product catalog in 13 languages
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What we did – Proposed the migration of the print catalog to digital that could save time & money. Printing of the 80-pages of product catalog in 13 languages was very costly since a) thousands of copies were printed for each language every year, b) with any changes in pricing or features, printed catalogs had to be discarded and new ones had to be printed and distributed and c) losses due to printing defects/lost in transition, etc.
Result – the production cost went down by 30% (costs included setting up and managing the digital catalog) the first quarter and subsequently reduced even more since the costs then involved only maintenance and translations
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*Received an appreciation mail from the client for my efforts in the catalog.
An Event in a Box
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Need - Create an outstanding Event-in-a-box - reduce the cost of event assets and yet enable the sales team to capture TG’s attention by telling them the brand story
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Requirement – Reduce cost for event branding by creating compact, foldable and reusable assets
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What we did – Created event assets that used the features of Lenovo’s products to advertise other products from the electronics giant. The theme used was - Innovations that have made us unstoppable
SMB Nurture Campaign
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Need – Inform the decision-makers in SMBs across EMEA about Lenovo’s enterprise solutions
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Requirement – eDMs to be sent to the IT heads showcasing Lenovo’s small-enterprise solutions and leading them to the Lenovo product catalog
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What we did – Based on the fact that different businesses have different needs, we devised a nurture campaign, which included a set of 10 emails to be sent over the 3 months with the first email to be generic, and the next ones becoming more and more specific depending upon the clicks on each email. The last email of the campaign was completely personalized offering Lenovo’s enterprise solutions custom-made for the particular SMB.
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Result – The campaign enabled the sales team to approach the IT Managers with more confidence instead of cold calling and spamming them with email clutter
Channel Partner Welcome Kit
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Need – A DM to be sent to the new channel partners to reassure them that they have made the right decision by joining Lenovo. ‘They are now a part of the Lenovo family and Lenovo will do all it can to enable them to grow their business with Lenovo’
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Requirement – A DM with print assets talking about Lenovo being the no.1 PC company and welcoming the channel partners into the family
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What we did – Treat the welcome kit as ‘smart branding’ and create usable stationery for the channel partner to be sent in the DM instead of sending them a catalog with partner resources. The theme was – ‘As a part of our family, your success is our responsibility’
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Results – Use of smart branding to ‘stay top-of-the-mind’ and also educated the channel partner about Lenovo’s strengths
Other projects
