Corporate Identity, Web Site, Advertising Campaign
Revamp entire corporate identity and boost
sales of custom configured computers by
increasing the number of Value Added
Resellers (VAR's).
Solution
Corporate identity included comtemporary redesign of logo, packaging, collateral materials and print advertisements. A web site was created with interactive options to configure, price and order computers online. A series of ad campaigns were targeted at resellers to increase buyer awareness and direct them to online ordering. A trade show booth was created for Comdex ’96 featuring the new graphics and Bill Elliott as a celebrity draw.
Results
The new look and ad campaign created VAR awareness and increased buyer options. Ads drove the buyer to the web site where online ordering gave resellers the chance to compare different configuration prices and order immediately – thus freeing up phone time and personnel. VAR's could sign up, have credit checks and order more efficiently. Dealer kits and ads increased the number of resellers to the point that demand exceeded supply. The sales increase drove production to capacity and the client had to freeze advertising mid-year until they could increase production.
