Rapid Response Revival has now launched in Australia, New Zealand, the United Kingdom, Europe and most recently South Africa and is using Salesforce to generate and manage sales and also pre-sales while ramping production.
Marketing Cloud Advertising helps Rapid Response Revival create awareness of its mission and the benefits of CellAED®. The targeting and automatic retargeting of ads to those most likely to buy helps drive conversion and optimise return on ad spend.
“When you are launching a completely new product category, you can spend a lot of time and money on public awareness campaigns, but it’s important for us to manage our costs. Marketing Cloud Advertising helps us make the most of our advertising spend by targeting health professionals and others who already understand the challenge we are trying to solve,” said Hillebrand.
Combined with press and other marketing activities, the targeted ads helped the company secure almost 10,000 pre-sales in just over six months—this is nearly 10x the typical volume sold by leading suppliers annually. The vast majority of of these customers were people who purchased for their home and business needs and had never owned an AED before.
Rapid Response Revival uses Marketing Cloud Personalisation to activate its data and personalise communications at scale. Journeys include a mix of operational, marketing, and educational updates and are tailored based on customers’ preferences and role. For example, those who have directly purchased a device may receive both operational and educational emails whereas other household members may receive educational emails only.
Hillebrand commented that the flexibility to really personalise these journeys is important to minimise unsubscribe rates and ensure cut through of vital educational emails.
“CellAED® is just one part of the chain of survival. In order for it to work, we need to ensure everyone can recognise the signs of a sudden cardiac arrest and knows to call emergency services first before starting CPR and using the defibrillator,” said Hillebrand.