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Client's Business Problem
In the past, Siebel Systems had difficulty getting customers to participate in editorial opportunities due to their challenging economic pressures and citing their competitive environment as reasons to not participate. As part of OnPR's effort for Siebel's PR campaign, the team worked closely with the Siebel product marketing and PR teams to help identify a customer, counsel the customer to help them understand the value of editorial opportunities for their own PR effort. More importantly, the OnPR team's focus was to help Siebel to cultivate the best customer story to tell and place it in a publication that would have the most impact on Siebel's sales pipeline and its business revenue.
Communication Objectives:
- Gain exposure for Heinz's "Project Keystone" in Consumer Goods Technology
- Focus on Siebel CRM being the core of Heinz enterprise solution
- Demonstrate the value to Heinz's PR effort to share its CRM story and establish its CIO as a visionary
- Help to attract new sales leads for Siebel in the consumer goods industry
Target Audience:
- Consumer goods companies seeking new or improved CRM solutions
Strategy:
- Leverage the brand-name of Heinz to interest the editors of Consumer Goods Technology
- Promote the value of technology-supported process change within Heinz's new trade promotion strategy
- Focus on the specific "Keystone Project" within Heinz due to its new and innovative use of technology to be more efficient and squeeze business growth for its products in the consumer goods market
- Work closely with the Siebel Consumer Goods product team and place them together with a key Consumer Goods Technology editor to ensure accurate details of the Heinz story
- Demonstrate the visionary leadership of Heinz's CIO and the competitive advantage the company gain by using Siebel business applications
Results:
- A cover story resulted in the March 2004 issue of Consumer Goods Technology titled, "The Key to Success: Heinz unlocks the secret to Project Keystone, the company's comprehensive trade funds strategy."
- The day the story appeared in Consumer Goods Technology, Siebel Systems received a phone call from a top executive at a Fortune 100 consumer goods company. Based on reading the article the executive stated, "If Heinz can do it then (we) can do it." This was a customer that was known to have a preference to build its own in-house enterprise applications, thus it was unapproachable by enterprise technology vendors, since it had rarely purchased such a solution. Thus, to replicate the Heinz CRM systems could equate to a $10 million dollar deal for Siebel.
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