Tocquigny is proud to announce that it has continued its award-winning year by receiving a 2011 ECHO Leader Award for the Teradata CRM/IWI Direct Marketing Campaign. Presented by the Premier Direct/Interactive Marketing, The DMA International ECHO Awards Competition honors the world’s best direct marketing campaigns that “...have raised the bar in terms of strategy, creativity and results.”

Tocquigny created the award-winning campaign by utilizing both traditional and non-traditional media. Teradata, which was traditionally known for its agile warehousing capabilities, wanted to increase interest in its robust CRM solution. To establish this goal, Tocquigny combined two Teradata CRM products—Teradata Integrated Web Intelligence and Teradata Relationship Manager—into a lead-generation joint venture that included direct email with personalized landing pages (PURLs), telemarketing and direct mail. This initial effort drove prospects to a product video created for the campaign that was featured on a variety of social media outlets as well as a sales product demo for Teradata’s sales force for display on an iPad. The six-month campaign was followed by a six-month combined lead-generation and lead-nurturing effort. Of the 300 Fortune 500 companies targeted, 10% were scheduled for sales meetings with an additional 6% in the pipeline.

“The Teradata CRM/IWI Direct Marketing Campaign was an excellent showcase of Tocquigny’s breadth of services,” said agency founder and CEO Yvonne Tocquigny. “In the current market, being able to unite several different modes of traditional communication—both online and offline—is an effective way to reach the largest, most diverse audience.” 

Established in 1929 as the “Best in Direct Mail” contest, the ECHO Awards Competition is the longest established international award that honors excellence in direct marketing, with over 1,000 marketers and agencies entering each year. Entries are evaluated on creativity, marketing strategy and response results. For the Leader Awards category, judges pick winners based on overall creative concept, which includes copy, graphics and production quality, marketing strategy and response results. 

To learn more about the DMA International ECHO awards, visit http://dma-echo.org/welcome.jsp.