We were asked to sell IBM’s Tivoli Software.It was difficult because the campaign had to work on IT Directors in three very different sectors: 1) Retail and Distribution, 2) Finance and 3) Public Sector. We knew, however, that IT Directors across all sectors are under pressure. All of them feel that too much of their time is taken with boring, routine jobs. And all of them need more staff to increase productivity.IBM’s Tivoli Software, is the ideal solution for them.

If IT Directors felt under pressure, then we positioned Tivoli Software as 'The Invisible IT Expert'. This 'Expert' would come and work for them – freeing up their staff, doing all the 'dirty work' and generally increasing efficiency and productivity.We packaged this 'Expert' as the 'Retail and Distribution Model', the 'Finance Model' and the 'Public Sector Model'. And we provided fact filled copy with case studies to explain why each model was right for that particular sector.

We mailed 3,669.We got 51 IBM validated leads-to-sales.IBM said the total value of these sales was £1,158, 293.The total cost of the mailing was £9,871.The Return on Investment was therefore: 117:1.