Avaya Maintenance Acquisition Program

Strategy

The objective of this campaign was to grow new annually recurring revenue by acquiring new AVAYA maintenance customers. Our goal was to reach and influence the most “Likely Buyers” of maintenance agreement services by identifying specific variables that indicated an inclination to purchase AVAYA technical support services and systems maintenance plans, and then reach them with a highly targeted direct marketing campaign that would connect with them on a one-to-one level.

Faction Media selectively identified, based on statistical modeling, the very best prospects within the existing AVAYA customer base that had an AVAYA communications system but no maintenance agreement in place. We then developed a high-end, variable messaging direct mail campaign with a separate creative package developed for each of the two target markets identified: Enterprises and small/medium businesses.

Results

The Likely Buyers Acquisition Campaign was a resounding success, putting traditional direct response results to shame.

17,857 total quantity mailed
1,568 total responses
8.78% response rate
$57.8 million in new projected annual recurring revenue

Awards

2007, 2008 BMA Silver Keys