"Your understanding of the Security space is unequaled."
Business Unit Manager
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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.
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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. |
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Results
- HP gained significant market share
- Reader awareness was "Top 5" when surveyed
- Campaign was expanded to include direct response
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SCOPE
Company |
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Hewlett-Packard |
Industry |
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Technology, Software, Products, Services, Emerging Market, International, Consultative Selling, Network Security, Networking |
Discipline |
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Advertising, Messaging |
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