Project Description

This software development company had an interesting opportunity and challenge simultaneously. The opportunity: they were able to expand their line of coding software products making it possible to deepen their relationship with their developer clients. The challenge: the buyer was often not a programmer but a manager who didn’t readily understand why the additional software was needed. Our solution was to simplify the message and create metaphors to engage the manager in a way they could understand and support the purchase on behalf of the developers. Thus, ‘The Expert’ campaign was born. This was a series of ads that ran in targeted trades and were followed up with direct mail pieces that hit the desks of targeted buyers in the week after the ads ran. The result was measurable increased sales activity.