News
Oracle increases mid market focus
February 7 2005 - Oracle, the world's largest enterprise software company, has significantly increased its focus on the UK small and medium enterprise (SME) sector with a massive awareness and direct marketing campaign targeted at mid-market firms in the UK and Ireland.
Over 60,000 decision makers across 11 vertical sectors and encompassing six different job titles have so far received a personalised mail from Oracle, which will be followed up with a series of communications in the coming weeks. This follows the publication of an Oracle-sponsored Sunday Times supplement entitled Strategies for Success, which appeared just before Christmas.
The aim of the campaign is to help mid-market companies understand the impact of IT on every part of their organisation once it is considered a strategic business tool. The campaign will invite key decision makers and influencers to do a free IT health check where they will be able to benchmark themselves against companies of a similar size. The health check is based on research gathered from over 10,000 business professionals from across Europe and is available at www.oracle.com/uk/sme-info. The campaign will extend into an educational roadshow, which will feature presentations from the IAAITC (Independent Association of Accountants Information Technology Consultants).
The awareness and lead generation activity strategy, as well as design and fulfillment, have been carried out by integrated communications agency Gyro. Alan Hartwell, Vice President of Marketing for Oracle UK & Ireland said: ‘This campaign comprises one of the industry's most complex technology business-to-business direct mailings ever run in the UK and Ireland. In the initial phase, our goal was to deliver a set of highly personalised messages to a diverse range of industries and business functions - all within a single mail shot. We are confident of achieving excellent results and look forward to rolling out further aspects of this programme.’