APPLE INC.
BIG IDEA
Selling Bulk Computer Orders, Increasing Local Awareness About Apple In Healthcare
THE CHALLENGE
Apple Computer was looking to increase their sales and influence in the healthcare industry, a market sector that has long been dominated by PC makers. We were hired to drive leads, sales and awareness through one of their national IT partners, Zones LLC.
Using content marketing, our goal was to change the perception that Macs were “too expensive” and help healthcare facility buyers realize that they actually saved $843 on average per computer in the long run, even though the upfront investment may have been larger than they were previously used to.
THE CHALLENGE
Apple Computer was looking to increase their sales and influence in the healthcare industry, a market sector that has long been dominated by PC makers. We were hired to drive leads, sales and awareness through one of their national IT partners, Zones LLC.
Using content marketing, our goal was to change the perception that Macs were “too expensive” and help healthcare facility buyers realize that they actually saved $843 on average per computer in the long run, even though the upfront investment may have been larger than they were previously used to.
THE GOALS
- Generate new sales opportunities for their regional partners
- Drive measurable awareness of Apple products
- Generate web traffic to industry-specific landing pages
OUR STRATEGY
We began the project by doing market research on healthcare IT buyers throughout the U.S. who were our target, primary prospects of the campaign.
We quickly realized that one of their biggest pain points was keeping the facility profitable while making strategic investments into technology that could increase the productivity and selling their investments to the decision makers.
By creating landing pages, banner ads, and animated videos, we communicated the key selling points of the new Mac M1 devices and laser targeted our content to our buyers across LinkedIn and specific types of websites they visited.
We utilized big data to target our prospects more effectively than what is offered to ordinary buyers on Google Ads. Using our proprietary targeting capabilities on demand side platforms (DSPs), our banner ads only reached those who were in the market for buying new devices for their healthcare facility.
CAMPAIGN ASSETS
Banner Ads
Landing Pages
Animated Videos
FROM THE CLIENT
“We generated more leads through our digital marketing program with Keychain Digital than any other marketing channel we invested in. It was extremely convenient and helpful to have one team that could produce all the elements we needed for the campaign including banner ads, landing pages, and even animated videos. The team has a fantastic ability to get inside the mind of our prospects and speak to their pain points, which made working with our company an obvious decision. We highly recommend Keychain Digital and look forward to lots of great future projects together..”
– Diana Bilyeu, Marketing Director at Zones, a National Apple Partner & Distributor
THE RESULTS
+ $1.7M in estimated lifetime client value generated
+207 total leads
+ 50 new leads from companies over $10M in annual revenue
<$20 advertising cost per lead (CPA)
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