|
|
| |
|
|
|
|
 |
|
| We're launching a new ad campaign geared to Fortune 1000 executives. We know the ad itself won't make them choose our product, but we want them to recognize us and be amenable to considering us if their recommending executives suggest us. What it boils down to is 'Will we be credible to the executives? |
|
|
|
| Situation |
|
|
|
A computer manufacturer was launching a new ad campaign geared to IT professionals. The campaign touted them as a new and different player in the market. Even though they were well known among IT pros, they were not as well known or well thought of among corporate executives who sign the purchase orders. |
|
| Action |
|
|
|
MRC conducted in-depth interviews both in person and via the Internet among key executives to learn if the advertising would be intriguing enough to get the product on the "considered" list among the top executives. |
|
| Result |
|
|
|
The campaign was modified slightly, but ultimately it was successful in that it positioned the Client's product in a new and provocative way. The upper-level executives would not stand in the way if the IT Professionals recommended the product. |
|
|
|
|
|
|
|
