Neoware Inc., a maker of software and “thin-client” appliances, plans to spend about $1 million for a 500,000-piece direct mail campaign.
The effort began last month last month when the firm sent a lead-generation mailing to information technology managers, CEOs and CFOs at companies in the healthcare, hospitality and retail industries and other fields with highly decentralized organizational setups, said Sharon O’Shea, vice president of marketing at the King of Prussia, PA firm.
The names came from two sources: Neoware’s own database and lists obtained through Harte-Hanks Direct Marketing.
Thin-client appliances are personal computer terminals that lack hard drives and are totally connected to a server and therefore less susceptible to computer viruses. They’re generally more secure than ordinary personal computers.
Meanwhile, Neoware also plans to run banner ads this spring on several Web sites and to conduct a permission-based e-mail effort.
The postal pieces direct recipients to a portion of the newly redesigned Web site (www.neoware.com) where they can enter information about their needs and their interest in acquiring the company’s thin-client computer systems, said O’Shea.
Those indicating interest will be contacted later by an outside telemarketing representative who will further qualify them and see whether they warrant a call from a company salesperson or just need to be nurtured along until they’re ready to buy, O’Shea noted.
The systems cost about $199 each.
Neoware decided to conduct this campaign now because of growing concern about computer security and the ever-present threat of computer viruses, O’Shea explained Neoware hopes this effort will help it build on its market share in this area, now estimated at about 16%, said O’Shea. Competitors include HP and Wyse Technologies.
“Thin-client computing’s time has come,” said Neoware CEO Michael Kantrowitz.
“Neoware is taking an active role to evangelize the benefits of a thin-client architecture to incorporate IT decision-makers. We believe we have a significant opportunity to grow our share of the overall PC desktop market.”
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