The “Business PC” campaign
(Ondernemer PC / PC de l’Entrepreneur)
Agenda
• Market & Channel Situation• Customer Insight• Objectives• Tactical execution• The Campaign• Your call-to-action
Market & Channel Situation• SOHO market in Belgium:
– 500.000 independent workers– 132.000 companies with 2-4 employees
• Purchase behaviour:– PC breakdown = buying a new PC. They usually don’t buy SW separate from HW– SOHO Entrepreneurs do not know which PC they should buy, at moment of replacement – They often compare prices– Entrepreneurs buy (often unconsciously) PC’s with consumer edition software– Small Business owners have to take big decisions all the time, they are fine with that. If it
comes to buying a PC they get insecure– Who influences their IT decisions:
Market & Channel Situation
• SOHO & Windows Vista:• Lack of awareness : 25% never heard of it. 50% know only
by name (Source: Heliview Dec 07 in Netherlands)
• Lack of relevance : 75% would not move to Windows Vista. Reason “good enough/not necessary” (Source: Heliview Dec 07 in Netherlands)
• Channel insight• Difficult for partners to sell expensive Small Business PC’s• Partners do not know well the Microsoft offering towards
small business PC’s
Customer Insight My PC is still good enough, although I suspect that I don’t get everything
out of it.
If I need a new PC, I ask friends, people I know with technical knowledge or retail staff. They will know. Because I don’t really know what I need and I have neither time nor interest in doing research.
If a business PC is really cheap, I have the feeling that it cannot sufficiently support and is not worth the investment. But if I spend more money, I am concerned that I get all kinds of stuff that I do need…
Objectives• Drive SOHO customers to use Windows Vista Business and Office
2007 Professional. • Increase the SOHO customers global satisfaction linked to our
products Objectives:• 18.000 unique visitors/months on the site
www.microsoft.be/ondernemer & www.microsoft.be/entrepreneur
• 4.200 users/month of the “PC advisory profiling tool”• 1.750 clicks/month on partner websites (through the partners list)
Tactical Execution
• Build an end-to-end value proposition
• Approach target group when they do research to buy a new PC (via bannering, advertisements, SEA, …)
• Make them aware that, to run a business, they need a PC that fits business needs
• Give them advice via a “PC advisory profiling tool” and direct them to partners with the right Business PC offerings
The Campaign
The Workflow
SEA
• Google• Live Search
Banners, Newsletters, Articles
• MS.be specific site• MS.be homepage•Ultimatemakeover.be• Unizo• BECI• UCM• Forum for the Future• Start Academy• PR
Orientation:Answer simple questions through profiling tool
Objective: 18.000 visitors/month
Advise:PC Purchase help:Good/Better/Best
Objective: 4.200 users/month
Decide:Connect to participating partner
Objective: 1.750 clicks to partners/month
Awareness Interest Desire Action
The Campaign Site1. Answer questions on needs 2. Get advise on HW/SW/Network/Formfactor
3. Choose partner
4. Connect to partner site/ purchase
Partners online
The Partner Dossier
Next steps
• Launch the new Belgian version of the site by the end of October
• Add new participating resellers in a monthly batch
• Launch a “Financial edition” (with Isabel) and/or a “Sales/Marketing edition” (with Trends Top 100.000) of the Business PC
• Prepare the next version of the website
Your call-to-action
1. Register for the campaign via: www.mspartners.be/register4OPC.aspx (PS: send a mail to [email protected] if you encounter any problem)
Your call-to-action
2. Develop a web page on your site with the Toshiba “Business PC” offerings (good, better, best).
Toshiba Belgium has selected the following machines: Good: Satellite Pro L300-19K Better: Satellite Pro S300-10J Best: Tecra S10-11D
You can find all the details on the Toshiba dedicated page: - Dutch: www.toshiba.be/goedbeterbest - French: www.toshiba.be/bienmeilleurlemeilleur
Thank you !
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