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Microsoft – Upsell Campaign
-My Mission-
01.11.2009 – 15.02.2010
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The client
Microsoft Corporation or often just MS is an American multinational computer technology corporation with 79,000 employees in 102 countries and global annual revenue of US $51.12 billion as of 2007.
(http://www.microsoft.com/msft/earnings/FY08/earn_rel_q4_08.mspx)
Provides licenses wide range of software products for computing devices hardware devices
These products have prominent positions in the desktop computer market, with market share estimates as high as 90% or more as of 2003 for Microsoft Office and 2006 for Microsoft Windows.
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The brief
Product– Microsoft Office 2007 OEM (Microsoft Office 2007 Small Business Edition, Microsoft
Office 2007 Professional, Microsoft Office 2007 Basic)
– Windows OEM (Windows® XP, Windows Vista® , Windows® 7)
• Target: all Microsoft partners
Business Objectives
15% sales increase in Windows 7 and Office 2007
Update partners database
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The challenges
Build a message that covers all objectives without being confusing for the clients
Because it is an upsell campaign – setting sales targets for each partner depending of his selling history
• Keep the partners “hot” during the campaign period
• The Microsoft partners database was not very homogeneous so it should be updated and standardized.
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How we did it?
Campaign design
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Campaign design
We splited the campaign in 2 stages, each stage had 4 weeks.
• 1st stage: 26.10.2009 – 21.11.2009
• 2nd stage: 23.11.2009 – 18.12.2009
• At the beginning of each stage, each company had to chose between 2 sales objectives (missions), which were convenient for the company:
– The small sales objective (mission) (this was the campaign target)
– A big sales objective (mission) – was the campaign target multiplied with 20%
• The missions from the 2nd stage were harder to achive than the ones in the 1st stage (the objective was 15% higher)
• If a company had accomplished its objective at the end of the stage, the company receives an incentive, depending of the objective they had.
• If a company had accomplished the objective in both stages, and one of them is the big objective/stage – the company has a chance to win a car
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Campaign designfor each stage
BD My Mission website
Login
First time on the website?
NO YES
Choose your mission
Update your data
My Mission website
Update my data
Check my evolution
Download useful resources
Feedback
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How we did it?
Stage 1
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Campaign awareness email
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Emails
• We sent 3 types of emails during one stage:
– Stage & campaign awareness email • At the beginning of each stage, for announcing the new stage and the fact that people must go
online and chose their mission
• For the stage 2, we had 2 different type of emails
– For companies who accomplished the mission in the first stage (they can win a car at the lucky draw)
– For companies which didn’t accomplished the mission in the first stage (they can not win the car anymore)
– Choose your mission reminder (2 days before the ending date)
– Upsell email – 4 days before the end of the stage• It was a reminder for the end of the stage where we were telling them that they should buy
some more licenses (the exact number) so they can receive the prize and accomplish the mission
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1st stage ending reminder and upsell email
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Emails
• In order to get high opening and response rate, all the emails were sent using the PAMs email addresses (and the PAM was in CC, in order to be aware of the whole communications)
• There was 8 PAMs, each PAM had about 43 clients (companies)
• PAM = Partner Account Manager
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Results of the stage 1
• Email opening rate: ~ 90%
• Response rate of the email (participation rate to the campaign): 79.6%
• First stage participating rate:
– Number of companies that chose 1st Mission (from total no.): 59%
– Number of companies that chose 2st Mission (from total no.): 20%
– Accomplished rate 1st Mission: 42.8%
– Accomplished rate 2st Mission: 25,3%
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How we did it?
Stage 2
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Campaign announcer
For companies which accomplished the mission in stage 1
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Campaign announcer
For companies which didn’t accomplished the mission in stage 1
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Results of the stage 2
• Email opening rate: ~ 92%
• Response rate of the email (participation rate to the campaign): 75.58%
• First stage participating rate:
– Number of companies that chose 1st Mission: 37.5%
– Number of companies that chose 2st Mission: 38%
– Accomplished rate 1st Mission: 30%
– Accomplished rate 2st Mission: 12.9%
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What happened?
Results
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Metrics
• Although a crisis situation, Microsoft Romania succeeded a ~20% sales increase due to “My mission” Campaign (1st objective – checked) (they wanted 15% sales increase)
• 79.6% of the total companies had participated to this campaign, chose a mission and updated their profile (2nd objective – checked)
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And the winner is…
