IBM, Somers, NY, has launched a $30 million integrated marketing campaign for its e-business initiatives. The campaign will include a 250,000-piece direct mail campaign, as well as television and radio advertising, magazine supplements, and tie-ins to Web sites and other forums. The marketing program touts IBM’s business intelligence capabilities, including new industry and consulting offers, new software programs, and new data processing servers.
Prospect names for the direct mail campaign have been culled from IBM’s customer database as well as external sources, and include decision-makers in the insurance, finance, and retail industries, as well as chief information officers and other technically oriented individuals.
A follow-up effort to the direct mail program invites the recipient to complete a survey regarding the health of his e-business initiatives. Upon the survey’s completion IBM will send the customer back a confidential report analyzing the state of the company’s e-business initiatives.
The magazine advertising campaign began Tuesday and the television spots will begin on Sept. 27. The print campaign features IBM customers, including L.L. Bean, Kiwi Brands, and the National Basketball Association.
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