Iron Mountain is the world’s leading provider of secure information management services for online and offline document storage, scanning services, secure destruction services and disaster recovery services. Iron Mountain has expanded into over 30 countries and supplies the world’s leading organisations.
Iron Mountain wanted to enter into the SME space by targeting medium sized enterprises across Europe. Initial research into this market conducted by Iron Mountain showed low awareness levels of 1%.
Through our proprietary Brand Asset Management (BAM) process we developed a strategy which allowed us to strongly position Iron Mountain and its product portfolio to SMEs. We developed the ”Where’s your tipping point?” concept. This encouraged the audience to think about what they were doing on a daily basis and whether it really was the best thing for them to be doing?
A fully integrated contact strategy was developed, with a campaign site at the heart, designed to move people through their understanding of ’information management’. Content was developed to answer specific questions the audience had throughout the buying process and key landing pages were designed to intercept traffic depending on where they were in the buying cycle in order to increase conversions.
Channels used in the campaign were PPC, email, direct mail, affiliate marketing, display advertising and banner retargeting. A lead nurturing programme was also developed, meaning that once people had downloaded a key piece of content we could start to nurture them with the appropriate educational or ’welcome’ messages.