"Your understanding of the Security space is unequaled."
Business Unit Manager
|
| |
Opportunity
HP suffered from a very broad product line in the Enterprise Security software market. Each product differed tremendously, yet all were grouped together from a customer perspective. HP needed to segment each product as a separate offering.
|
| |
Solution
3marketeers created messaging and a unique advertising campaign that allowed the security product message to rise above the non-descript HP image. By creating messaging that IT Departments were taking risks without their knowledge, the campaign was able to help position HP as a combination services/product offering - capitalizing on the well-known service component of HP and opening the door for cross-selling opportunities. |
| |
Results
- HP gained significant market share
- Reader awareness was "Top 5" when surveyed
- Campaign was expanded to include direct response
|
| |
|
SCOPE
| Company |
> |
Hewlett-Packard |
| Industry |
> |
Technology, Software, Products, Services, Emerging Market, International, Consultative Selling, Network Security, Networking |
| Discipline |
> |
Advertising, Messaging |
|
