flimp case study: b2b direct marketing study-b2b - csc.pdf · flimp case study: b2b direct...

© Copyright 2013 FLIMP Media Inc. All rights reserved. ® FLIMP is a registered trademark of Flimp Media Inc.

Flimp Media, Inc.2 Hayden Rowe Street | Hopkinton, MA 01748Phone: 877.FLIMP.IT (877.354.6748)Fax: 508.974.1776Email: | Web:

About CSC Worldwide

Marketing Objective

Video Postcard Campaigns

Video Postcard Campaign Results

About Flimp Video Postcards

Flimp Case Study: B2B Direct MarketingVideo Postcard Email Marketing CampaignC CSC Worldwidelient:

1

Headquartered in Columbus, Ohio, CSC Worldwide designs and manufactures high quality display equipment for retailers and grocers. For more than 110 years, CSC Worldwide has served as an industry leader providing inspired design solutions. The company’s main focus is on developing bakery and prepared food merchandising solutions, specialty retail displays, and turn-key installation services.

As a Business-to-Business (B2B) marketer,CSC Worldwide wanted an innovativeway to reach and engage customers andprospective customers. “The impact ofimages is much stronger than words inan email world. We were looking for aneffective visual marketing tool that wouldmake us stand out. Flimp took us beyondemail and direct mail into a fresh way toget our message across,” said JenniferBobbitt, Marketing Coordinator at CSCWorldwide.

The ability to analyze a campaign’sperformance was another reason CSCWorldwide selected video postcards.“Direct mail can get lost in the clutter, isharder to track and does not offer theimmediate results we get from video postcards,” Bobbitt remarked. Also, since the Flimp Platform was easy to use and backed with knowledgeable support, CSC Worldwide was able to easily integrate them into the sales and marketing mix.

CSC Worldwide developed a variety ofinteractive digital collateral pieces usingflimp and executed a number of differentvideo postcard campaigns. Some video postcards showcased the company’s newproducts, while others served as calling cards sent after major industry events and as holiday greeting cards. Video postcards were also used to introduce Worldwide’s experienced team of employees. “By using a strong visual medium, our video postcards help us make an impression on

our key customers and potential customers,” Bobbitt noted.

While each CSCWorldwide video postcard focused on a specific marketing or sales initiative,all the video postcards hadthe same look and feel. CSC Worldwide was able to easily create video postcardsusing the FLIMP Platform’s drag and drop creative editor. Each video postcard conceptincluded a unique piece of audiovisualcontent, typically slideshows set tomusic. Additionally, by using video postcards, CSC Worldwide was able to include very specific calls to action, such as request a brochure or contact us.

“I entered this with high hopes that wewould make an impression on some keycustomers we were working to closebusiness with. It was great to watch thestatistics roll in and to see that the planworked. Not only were they watchingonce, but multiple times, sometimesweeks apart,” Bobbitt said. “It is funto make video postcards and the Platform offers endless creativity and opportunities to make an impression.”

Each video postcard was distributed by email. CSC Worldwide sent flimp emails using both the built-in FlimpMail one- to-one email tool and the Publicaster ESP. Regarding the campaigns’ perfor-mances, Bobbitt noted that “the results were immediate and energetic.”

According to data collected by Flimp’sviewer analytics for seven separatecampaigns, the average CSC Worldwidevideo postcard generated an open ratebetween 11 and 24%, while the emailclick through rate ranged from 33 to74%. The average flimp video lengthwas 1 minute, 15 seconds. The averageamount of video viewed by each viewerwas 1 minute, 25 seconds. Over 20 hours

of video were viewed across the sevencampaigns.

CSC Worldwide believes it is very costeffective to create a video postcard. “The cost per impression is very reasonable, especially when you know you are in front of a potential client and you didn’t needto book a flight or request a meeting,”Bobbitt shared. “If you could pay under$2.00 to be in front of a potential clientfor a few minutes, wouldn’t you?”

Flimp Media Inc. allows direct emailmarketers to communicate moreeffectively with video postcards. Usingthe Flimp platform, marketerscan easily create, distribute and trackengaging, agency-quality video postcards.Flimp allows its clients to track theWeb activity of its audience by emailaddress, turning each traffic statisticinto an actionable sales lead. Best ofall, the Flimp platform does not requireprogramming knowledge or IT resources.With Flimp, anyone can create apowerfully engaging video postcardto encourage viewer interaction andenhance lead generation.

For more information, visit www.flimp.net

2© Copyright 2013 FLIMP Media Inc. All rights reserved. ® FLIMP is a registered trademark of Flimp Media Inc.

Flimp Media, Inc.2 Hayden Rowe Street | Hopkinton, MA 01748Phone: 877.FLIMP.IT (877.354.6748)Fax: 508.974.1776Email: | Web:

Target Audience Actions

FEM 9/18/2009

Food & Olives

Hot Chicken Merchandiser FEM #3 Storepoint Holiday Soup

Opened email (% of delivered emails) 13.16% 15.27% 14.24% 11.21% 15.91% 24.47% 14.12%

Launched video postcard (email click thru rate) 51.25% 57.14% 61.45% 33.33% 74.74% 49.28% 45.78%

Total video postcard views (% of email clicks, incl. viral recipients) 121.95% 161.54% 164.71% 418.18% 140.85% 667.65% 381.58%

Successful video starts (% of video postcard views) 96.00% 96.43% 98.81% 97.83% 98.00% 97.58% 94.48%

(% of video starts) 86.00% 57.14% 64.29% 44.57% 61.00% 55.07% 46.90%

Response links clicked (% of video postcard views) N/A 0.00% 11.90% 5.43% 49.00% 4.63% 58.62%

Viral recipients (% of video postcard views) N/A 72.62% 163.10% N/A N/A 99.12% 8.97%

Video Length 58 seconds 89 seconds 70 seconds 69

seconds 69 seconds 109 seconds

63 seconds

Total Viewing Time 49 minutes. 42 seconds

2 hours. 26 minutes. 24 seconds

3 hours. 19 minutes. 48 seconds

1 hour. 18 minutes. 18 seconds

2 hours. 33 minutes

10 hours. 42 minutes. 18 seconds

2 hours. 36 minutes. 24 seconds

Average Viewing Time 1 minute1 minute. 42 seconds

2 minutes. 42 seconds

54 seconds

1 minute. 30 seconds

1 minute. 24 seconds

1 minute. 6 seconds

Flimp Video Postcard Email Campaign Results

Flimp Case Study: B2B Direct MarketingVideo Postcard Email Marketing CampaignClient: CSC Worldwide

3© Copyright 2013 FLIMP Media Inc. All rights reserved. ® FLIMP is a registered trademark of Flimp Media Inc.

Flimp Media, Inc.2 Hayden Rowe Street | Hopkinton, MA 01748Phone: 877.FLIMP.IT (877.354.6748)Fax: 508.974.1776Email: | Web:

Flimp Case Study: B2B Direct MarketingVideo Postcard Email Marketing CampaignClient: CSC Worldwide

Analysis - 7 campaigns

Email open rate ranged from 11.21 % to 24.47%

Email click thru rate ranged from 33.33% to 74.74%

Video view success rate ranged from 94.48% to 98.81%

Total video postcard views ranged from 121.95% of email clicks to 667.65% of email clicks.

Response links clicked ranged from 5.43% to 58.62%; not every video postcard had a direct call to ac on link

Viral video sends ranged from 8.97% of original recipients to 163.10% of original recipients; not every video postcard had a viral component.

Watched video completion rate ranged from 44.57% to 86% (average video length - 1 minute, 15 seconds).Over 23 hours of video was viewed.