The R.O.I. Group
Return On Imagination.
quidnunc A Brand Introduction and Positioning Story. Service Global Website Strategists Problem During the dotcom era of explosive growth, a relative new comer with modest resources wanted to rise above the competitive noise to generate awareness and establish itself as the go-to experts in digital e-commerce solutions. Strategic Insight At the time, every commercial business was excited and tentative about e-business and its possibilities. Virtually every company wanted a piece of this new cash cow, but weren’t sure how to go about it. Enter quidnunc – to calm the fears, hold the hands and guide those wanting to build successful e-business websites. Strategy Develop a bold, intrusive campaign with huge stopping power that hit hard on the high emotions associated with developing new e-commerce solutions while positioning quidnunc as a proven solutions provider. Tactics Develop high-energy, major space (2-page) print ads using bold illustrations placed in key dotcom, e-commerce and business publications – Red Herring, Business 2.0, Wired, Fast Company, Forbes, Fortune. Target Audience The “C” Suite – CEOs, CFOs, CIOs and CMOs. Budget $2 million Results • Brand awareness jumped from zero to 23%. • Company secured 12 new assignments valued at $3.5 million. About This Ad This ad highlights the fears of those attempting to employ e-commerce practices while reassuring them quidnunc knows the obstacles and the solutions. As a proof statement, the Company’s Scenario Modeling technique lets customers understand what their audiences care about most so their investment pays off in a corporate asset of enduring value. The tag line, ''Answers to questions you don’t even have yet.'', reinforced the Company’s positioning as experts in the field. To view more campaign samples, click “Gallery” at bottom, left. |
