HEWLETT PACKARD HAILS SUCCESS OF GLOBAL E-CRM PROGRAMME, IMPLEMENTED BY TEQUILA\

Hewlett-Packard (HP) has revolutionised a basic manually driven communications platform, and turned it into a highly successful e-CRM programme covering 11 markets and seven languages.

PRESS RELEASE

May 28, 2003

HEWLETT PACKARD HAILS SUCCESS OF GLOBAL E-CRM PROGRAMME, IMPLEMENTED BY TEQUILA\

Hewlett-Packard (HP) has revolutionised a basic manually driven communications platform, and turned it into a highly successful e-CRM programme covering 11 markets and seven languages.

The programme, devised by TEQUILA\ and Digital Impact, involves a total of 13 country/language variations to more than 1 million consumers across Europe, the Middle East and Africa (EMEA).

The objectives of the campaign have been to deliver relevant offers, support and services to consumers, and in turn increase customer loyalty, save on support costs and drive revenue for HP. All of these objectives have contributed to the overall aims of HP.

With a database already segmented by product category and product series, and through a process of continuous improvements, the e-CRM programme now delivers appealing communications to HP customers, utilising enhanced customer knowledge and precise content targeting.

HP CRM Manager Christophe Meili said: "It's clear that sending the same feature to everyone only generates limited traffic on our websites. However, offering for example ten free high resolution images to download to printer owners will increase traffic by two, three or four times depending on the relevance of the offer."

"A customer who has been offered free software and delivered useful information enabling him to solve technical problems before they arose will obviously be more likely to repeat purchases," he said.

TEQUILA\ Account Supervisor Soizic Malfait added: "Each edition is made of 6 articles including offers, features, projects, etc. that are most relevant to the reader's profile. To enable quick access we only include a headline and brief summary, then people can click on the link to find out more."

"The content is collected from HP websites, Marketing Managers, suppliers, or even created specifically to address HP's reader's particular interests. The copy is then written directly in language. But because of the various product combinations, and local information needed, we have between 20 and 25 different messages per country, i.e. over 250 newsletters in thirteen country/language combinations every month," she said.

Content in the HP Extranews includes support information, projects, product information, as well as special offers, prize draws and surveys. Customers are also targeted with other programme communications such a focused surveys, which generate a 10-15% response rate.

The click through rate (CTR) was on average 6% in 2001, with the manually driven platform. Since the appointment of TEQUILA\ and the move to a one to one e-programme's launch in January 2002, the CTR increased to 9%, sustained across EMEA in 2002 reaching over 12% in January 2003.

ENDS

Editors notes:

TEQUILA\ London is one of the UK's top 5 agencies and, last year, it
celebrated its 10th anniversary. Part of the global TEQUILA\ network of 38
offices in 27 countries, it is a member of the Omnicom group and partnered
worldwide with TBWA\.

TEQUILA\ London create campaigns that drive responses by seamlessly
combining direct marketing, sales promotion and sponsorship techniques,
online and offline, to connect clients with customers.

To do this, it creates bespoke client teams from its pool of creative, data, sponsorship, digital and planning specialists.

The agency works strategically with a wide range of blue chip clients including Visa, HP, Barclays, Adidas, O2, Virgin One, The Army and CNBC.

Imaginative, provocative, multi-disciplinary, media-neutral: TEQUILA\

For further press information contact: Kelly Lloyd-Watson or Amy Pemble at KLW Communications on: 020 8762 0896 or at: kelly@klwcom.com / amy@klwcom.com

KLW Communications
PR & Integrated Communication Specialists

Kelly Lloyd-Watson - Consultant
19 Aldbourne Road, London W12 0LW

T: 0208 762 0896
F: 0208 762 0141
E: kelly@klwcom.com