Poll question adds zing to Qumu campaign

Qumu, a provider of business video platforms for enterprise companies, faces several challenges in getting the word out.

Client: Qumu (San Bruno, CA)
Agency: Grayling Connecting Point (San Francisco)
Campaign: SysAdmin Hero saves ‘the enterprise'
Duration: June – August
Budget: $50,000

Qumu provides business video platforms for enterprise companies. Though it serves blue chip clients, VP of product innovation and marketing Todd Porter says the company faces several challenges in getting the word out.

“We can't talk about clients,” Porter explains. “We can't talk about numbers. We can talk about what our systems do, but that would make most people fall asleep.”

Hired as AOR in May, Grayling Connecting Point (GCP) launched a campaign to raise Qumu's profile and generate sales leads.

Strategy
The campaign targeted system administrators, who Porter hoped would become evangelists, and helped drive the launch of Qumu's Video Control Center 6 (VCC 6) product.

Agency VP Curtis Sparrer says a Harris Poll about videos viewed at work, which included a question about pornographic videos, helped drive coverage and buzz.

“The porno question alone got severe push back internally,” notes Porter. “I said we needed [it], otherwise we're a very boring topic.”

A video, a contest, and social media outreach also drove awareness.

Tactics
The VCC 6 launch and poll results were announced July 11. The poll revealed news clips and viral videos are among the most commonly viewed videos at work (3% of participants admitted to watching porn).

Media targets included trade publications and business and general consumer outlets.

An “IT Hero” video featuring a system administrator saving “the enterprise” was pitched and posted on Qumu's website and Facebook and Twitter pages.

SysAdmin Day (July 29) was leveraged to continue to promote the video and a contest in which system administrators registered on a Qumu microsite for a chance to be randomly selected to star in the company's next IT Hero video. Word of the contest was spread via an established SysAdmin Day hashtag, Qumu's online properties, and trade media outreach. The winner was announced September 21.

Results
Porter says more than 4,200 leads came in the week of July 11. “The peak last year was 33 leads off a single campaign,” he adds.

The same week, unique website visits more than tripled from an average of 800 to 2,784. Video views topped 100,000 combined on YouTube, the website, and Vimeo. About 100 people entered the contest.

More than 13,500 stories (430 million impressions) ran in outlets such as The Daily Show, Today, and The Wall Street Journal.

Rimage Corp acquired Qumu in early October and retained GCP. Porter says timing was coincidental, but campaign media coverage was “certainly impactful.”

Future
The team is promoting results of another Harris Poll and preparing acquisition-related announcements.

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