Ad series: Archimedes Software, classic positioning--standing among giants
HIGH-TECH: This is an example of an integrated advertising and direct mail campaign that begin's with classic positioning. Here we tied a micro-sized company to industry titans, thereby elevating their position through the power of association. When you read ARCHIMEDES, IBM, GE and AT&T
in the same headline, Archimedes
moves from being an
unknown to
a player to be
taken seriously.
After positioning
Archimedes,
we then educated prospects
by adding greater levels
of detail in each subsequent
ad, always "making the
product the hero."
The direct mail response
was 6%, high above industry
norms and sales exceeded
objectives.
