The Globe that Conquered Asia
Client: Broadridge (Singapore) Private Limited
Industry: Financial Services
Communication Channel: Dialogue Marketing
Target Market: Asia Pacific
How can we convince decision makers of large corporations in the Asian market of an outsourcing solution by Broadridge?
Singapore, Indonesia, Thailand, Hong Kong and one Globe: four countries, four languages, four cultures and one direct mailing campaign – easy peasy. Adapted to meet each target country, the direct mailing was a huge hit, especially amongst decision makers of large corporations, and convinced them of Broadridge’s SWIFT services.
We began with an intensive briefing on location in Singapore and became more familiar with the cultural characteristics of each target country. From our offices in Germany, we adapted our globe mailing for to each market into English, Cantonese, Mandarin, Bahasa and Thai. We also incorporated the local sales knowledge, needs and requirements to the markets individually.
We then coordinated with Broadridge colleagues and the SWIFT office in Singapore to organize the implementation and delivery of mailings. Through our network partners in Germany, we conducted telemarketing follow-up to generate additional leads.
From the nearly 200 recipients, four target markets, one direct mailing in multiple languages, we cultivated success. More than 35 percent of recipients have shown interest and 12 percent requested a telephone or face-to-face consultation. The first dialogue marketing campaign in Asia surpassed all expectations and made the ideal foundation for Broadridge’s continued growth in the region.