ACQUIRING AND GENERATING BUSINESS
Working together with ZEISS to boost sales
THE BRIEF
Zeiss, a leading multinational corporation in optical technology, and its Industrial Metrology division were preparing the opening of a new centre in Barcelona, which was a strategic move in gaining importance in the automotive sector.
This required its communication and marketing to boost the commercial activity needed to materialise this new undertaking.
Objectives
ZEISS’s aspiration in Barcelona required intense marketing activity. The aim was to increase its presence in the region and attract potential customers in order to expedite business opportunities in a territory which, until then, the brand had a moderate presence.
- Generate brand visibility around the opening of the new centre
- Conveying a message of brand dimension, projection and leadership
- Inform customers and potential customers of ZEISS’s strategic undertaking in the region
- Generate leads and direct sales opportunities
- Build commercial material that helps generate demand
The strategy
A great campaign concept, “Travelling to the future of metrology”, was implemented as an umbrella for a 360-degree strategy in which all actions led to the goal of generating revenue: leads, leads and more leads.
The Solution
The project worked on several levels, which covered from initiating relationships with the media to creating sales arguments and generating presentation materials, micro video pills, and spaces designed to acquire business and aimed at its conversion.
The materials, which were designed under the same creative concept, were dumped on a business acquisition landing page in order to convene workshops at the new centre. The action was launched using paid and organic campaigns in LinkedIn, obtaining up to 60 qualified leads during the month of the campaign. These leads enrolled in workshops with live demos of ZEISS machinery.
