Business Services Industry
Case Study: Microsoft 'pain point' campaign gets boost from segmentation.(Database Segmentation)
B to B, May, 2003 by KROL, CAROL
Byline: CAROL KROL
Microsoft Corp. last week deployed the latest part of an ongoing direct response campaign that relies on database segmentation to more effectively target small businesses. The campaign, which is designed to show how the company's XP Desktop applications can address small businesses' "pain points,'' included 2 million pieces of direct mail and 5 million e-mails.
San Francisco-based MRM Gould, a division of MRM Partners Worldwide, created the campaign for Microsoft's small-business division.
"We needed to fine-tune our messaging strategies to small businesses around the world,'' said Lisa Lix, Microsoft direct marketing manager-U.S. small business marketing.
To assist Microsoft's direct marketing and retail...
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