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 Africa – November 26, 2019 – SYSPRO, a global provider of industry-built ERP software, embarked on an acquisition campaign, titled ‘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’.
Mark Wilson, Managing Director 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 organizations.”
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, who deployed a team of anthropologists to understand the human behavior of CIOs and their specific needs.
Wilson says: “Demographica’s mandate was to create a resonance engagement between SYSPRO and CIOs, which they successfully achieved.”
SYSPRO used direct mailers to grow ERP awareness, accompanied by a card containing an intriguing piece of art with a small caption.
Wilson explains: “At first glance, the art appears to be abstract. However, upon 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 the third and the 13th of 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-publicized 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 Wilson.
“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,” he concludes.
SYSPRO is a global, independent provider of industry-built ERP software designed to simplify business complexity for manufacturers and distributors. Focused on delivering optimized performance and complete business visibility, the SYSPRO solution is highly scalable, and can be deployed on-premise, in the cloud, or accessed via a mobile device. SYSPRO’s strengths lie in a simplified approach to technology, expertise in a range of industries, and a commitment to future-proofing customer and partner success.
SYSPRO has more than 15,000 licensed companies in over 60 countries across six continents. For more information, visit www.syspro.com.