IGEL is a German organisation with a long and impressive track record in the world of thin-client technology. Thanks to extensive investment in research and development, it provides products steeped in the best traditions of German engineering excellence, well capable of outperforming the competition.
However, perception of the IGEL brand placed it as a ‘me-too’ product provider, offering no more than a replication of the market leader’s technology. So altering this perception was the challenge placed before us.
IGEL asked us to help reposition the organisation, through a new brand strategy and communications programme which would significantly increase its market share, both in the German and global markets.
Through a combination of clear messaging, intelligent design and carefully chosen media, we arrived at a strategy that places IGEL at the forefront of innovation in this growing sector, taking in online and offline direct marketing, and CRM activity. At the heart of all this is our Intimis solution, which manages customer interaction across multiple delivery channels.
The CRM programme identifies customers into four segments, based on their current position in the buying cycle and purchasing potential. They are then sent personalised one-to-one communications (tailored to their respective audience segment) and given an increased opportunity to respond by email, phone or via a personalised microsite.