Johannesburg, 08 Nov 2019
SYSPRO won Best Integrated Campaign: B2B at the prestigious 2019 Amasa Awards, which took place on 24 October at the Houghton Hotel, in Johannesburg.
SYSPRO embarked on an acquisition campaign: "Take A Closer Look", targeting manufacturers and distributors in the food and beverage industry, to drive enterprise resource planning (ERP) awareness.
The campaign looked at non-traditionalists and innovative thinkers, namely chief information officers (CIOs), driving the message: "From one visionary to another".
Fotini De Keizer, Head of Marketing & Communications at SYSPRO – Africa, says: “CIOs are visionaries, ambitious forward-thinkers. That is why we felt the messaging was so apt and in line with cutting-edge ERP systems that increase operational efficiencies and create forward-thinking, streamlined organisations.”
The award-winning campaign strategy aimed to engage with prospective CIOs, demonstrating SYSPRO’s in-depth understanding of their environment, with the theme: "To be a visionary is to take a closer look.”
SYSPRO appointed marketing agency Demographica, which deployed a team of anthropologists to understand the human behaviour of CIOs and their specific needs.
De Keizer says: “Demographica’s mandate was to create a resonance engagement between SYSPRO and CIOs, which they successfully achieved.”
SYSPRO used desk drops to grow ERP awareness, accompanied by a card containing an intriguing piece of art with a small caption.
De Keizer explains: “At first glance, the art appears to be abstract. However, on closer inspection, the intricate piece of art is actually an item SYSPRO manufactures or distributes, all viewed through a microscopic lens.”
A database of 40 food and beverage manufacturers and distributors in South Africa was built, with research conducted into each business, discovering a unique, key item that could be manufactured or distributed.
Packages were monitored and meetings secured with possible leads, all of which were contacted within 48 hours. SYSPRO successfully managed to secure a 50% conversion rate in just 10 days, between 3 and 13 April.
Positive feedback was received across the board; comments included:
- “Such a smart packaging tool.”
- “I appreciate the research that went into this.”
Built specifically for the food and beverage industry and equipped with a full traceability system, SYSPRO’s ERP removes risks commonly experienced in the supply chain.
“Governments are tightening food regulations to improve safety as a result of a number of well-publicised incidents. While the industry is working towards applying good corporate citizenship to ensure improved food safety, the Internet has transformed every consumer into a critic,” says De Keizer.
“With increasing regulations and today’s empowered consumers, there is no room for error. Full traceability is no longer an option but a necessity for the industry,” she concludes.
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