Case Study: David Kelly Design Office
UK based David Kelly Design Office saw the re-branding potential of Campaign Monitor early on and created their very own spin-off company to focus entirely on email marketing. Known as Campaign Point, the company developed a fantastic looking identity for the product and began pitching it to their clients. Today, email marketing forms an integral part of their offering, leading to successful campaigns for national and international clients. We sat down with DKDO founder David Kelly to find out how he did it.
Finding the right match
David: Campaign Monitor is ideal for us because it means we can offer a top class email marketing service, without the need to invest time and resources to develop our own software.
When we first discovered Campaign Monitor we already had some good experience in email marketing, but the tools we had been using were primitive by comparison. Campaign Monitor gave us everything we needed to focus completely on designing effective email campaigns, which is what we do best.
The re-branding process
"We called it Campaign Point, developed our own identity, then set about pitching to our clients. It's been a big success."
David: With a few campaigns under our belt, we saw a lot of potential for our own spin-off brand that would focus solely on email marketing and related services. We called it Campaign Point, developed our own identity and marketing materials, then set about pitching the service to our clients.
Since then it's been a big success - we've worked for some national and international brands and we've been fortunate enough to feature in Campaign Monitor's design gallery a couple of times as well.
Being able to apply our own logo and branding to the Campaign Monitor app means we can provide a seamless professional experience to our customers, from our initial meeting to providing them with online access to their own reporting system.
Selling from the right angle
"Potential clients always get very excited when we show them the online reporting system"
David: The only problem with Campaign Monitor is that as its popularity grows, more and more of our competitors are using it! (To our possible detriment, we recommend it to all of our designer friends.) So whilst it would be easy to make some clients believe that it's our own system, there's always the danger that there will be one who's seen it all before.
That's why we focus on selling our work's effectiveness instead, and we're quite open about the fact that we use industry leading software to manage and deliver our campaigns. That said, it's still a very big selling point and we find potential clients always get very excited when we show them the online reporting system. Invariably, they say how great it would be if they could measure their other marketing efforts in as much detail.
Closing thoughts
David: Without Campaign Monitor, it's fair to say that it's unlikely Campaign Point would exist in the same shape or form, and we certainly see it as an important part of our business for years to come. Keep up the good work!
Related topics
- Ideas you can use when pitching to your clients
- How to charge for email marketing
- 4 reasons why web designers should offer email marketing as a service
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Today, email marketing accounts for roughly 30% of our business - all reflective of how important a part of our business Campaign Monitor has become.
Damien Buckley
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