Case Studies : Adobe

Company Background

Adobe Systems is one of the world's largest and most diversified software companies. Adobe provides graphic design, publishing and imaging software for print, Web and video production. Its customers include creative professionals, such as graphic designers, Web designers, videographers, photographers and professional publishers; enterprise users, such as information technology (IT) managers, line of business managers and executives, and consumers, such as digital imaging and digital video hobbyists and enthusiasts.

The Challenge

In order to promote their software products like the Flash media server, Breeze, Lifecycle and Flex; Adobe wanted to start marketing campaigns targeting their prospects directly. The marketing department of Adobe realized that their marketing campaigns often lacked a sense of personalization and that unlike emails, telephone calls and unannounced visits, personalized notes/objects were always better received. These are opened or read because they do not tend to be perceived as junk mail. Hence it was decided that Adobe would contact their prospects through direct mail i.e. directly sending gifts using FedEx as the medium.

Additionally, the contact lists had to be targeted by very specific geographical and title information to ensure the proper ROI for the mailing campaign.

Solution

Adobe provided Extensior with a detailed list of requirements for each campaign. E.g. marketing titles in companies with over $50M in revenue within 50 miles of Boston. Extensior, in turn, provided Adobe with highly-customized lists for each campaign that included detailed contact information, site-specific mailing address, and email addresses.

Result

The detailed contact information provided by Extensior (with title, postal address, phone number and email address) is helping Adobe get out of the gate faster each quarter. The initial campaigns were so successful that the program has now been rolled out within multiple divisions at Adobe.