More about Epicor's "In The Key of ERP" campaign

Update: Celia Fleischaker, VP of worldwide marketing for Epicor, was kind enough to give me more information about In The Key of ERP, the campaign I wrote about last week (see previous post).

The program was done in conjunction with Big Fat Brain, an agency in northern Kentucky.  Another campaign Big Fat Brain did for its client TIBCO was Greg the Architect.  I checked out Greg the Architect and I wasn't as impressed with that one as I was with In The Key of ERP.

According to Celia, "The primary goal of the campaign was branding.  We wanted our name associated with the concept of ERP, but wanted to use an innovative way to try to accomplish that goal."  She said the mentions of Epicor were intentionally made low-key (no pun intended), to give the campaign a more viral nature and encourage pass-alongs for something that wasn't perceived to be a commercial.

Regarding measurement, Celia said, "We’ve been measuring success a number of ways – through hits to the site, mentions in blogs, etc.  We also have a landing page that is connected with the In the Key of ERP site.  We capture information from that form and those leads are sourced to the campaign."  This doesn't surprise me, since there's no single metric that could help a marketer draw a conclusion about the success of a campaign of this nature.  A mix of several metrics is needed, and often those don't even get you as much information as you'd like about the outcome.  When it comes to establishing benchmarks for a viral campaign before the program begins, that is probably one of the most difficult things marketers and their agencies have to do.  I'd love to learn about the thought process required for projecting these types of results, since it seems like a nearly impossible task.