Unisys Targets Just 20 Execs With Ad Campaign

Carl Bialik from WSJ writes, "Security company Unisys is taking niche marketing to a new level, aiming ads at about 20 top executives, delivering custom-covered issues of their Fortune magazine subscriptions, and even placing billboards where these individuals will be likely to see them, the Wall Street Journal reports." From the article: "If an executive flips over the mock Fortune cover, he or she will discover a letter — also individually tailored — from a senior Unisys manager describing challenges in the target's specific industry. The Fortune 'cover wraps' also offer personalized Web addresses, where the executives can find mock news videos that mention their names and tell how they achieved business success. To reinforce the message, Unisys is placing billboards and outdoor signs — albeit without information-chief portraits — close to the executives' offices. Some ads will even appear on video screens in the elevators of their office buildings."

Comments

Cool... or Creepy?

[gbulmash]

I'm torn as to whether this is cool or creepy. On the one hand, it sounds pretty cool because it's so individualized and personalized. On the other hand, if I was the target of this kind of marketing ploy, I might feel like I had a well-connected, well-financed stalker.

People talk about how advertising is becoming more invasive. It's everywhere. But what about when it knows who you are and maybe knows a little too much about you? Imagine a urinal that got your ID from your phone via bluetooth, analyzed your urine, and then said: "Hi, Bob. Noticed a high level of sodium in your urine. Ask your doctor about Gronkaflix XP. Better yet, I see that Doctor Finkelberg is your doctor of record. Say 'yes' if you'd like me to e-mail him the results of my analysis of your urine, Bob."

I don't know. While this Unisys campaign will impress some people as cool, it just makes me feel we're one step closer to nosy urinals.

- Greg

Re:Cool... or Creepy?

[kfg]

On the other hand, if I was the target of this kind of marketing ploy, I might feel like I had a well-connected, well-financed stalker.

They're called "salesmen."

KFG

Re:whats next?

[rbf2000]

So, whatever happened to good old fashioned house calls? I mean, if they are spending this much to influence 20 people, couldn't they just hire a lobbyist or somebody that can sweet talk them into whatever it is that they are selling?

With such a small group of people being targeted, this just seems like a terribly inefficient way to sell your service.

Salesmen?

[The One and Only]

If your target market is 20 individuals whom you all know by name, isn't it standard to do something like have your salesmen get in touch with them for a face-to-face discussion?

Admittedly, the personal letters are a step in this direction, but the main effect of advertising--on anyone--is simply to remind them the product exists. Convincing them to buy it falls more heavily on other forms of sales and marketing. Then again, sometimes experimental marketing produces unexpected results.

Re:Salesmen?

[gstoddart]

If your target market is 20 individuals whom you all know by name, isn't it standard to do something like have your salesmen get in touch with them for a face-to-face discussion?

If your salesmen can get their foot in the door to get an appointment to see one of such a rarified group of executives. I don't imagine they are people whose schedule is easy to get onto.

They're doing a pitch which says "see, we know exactly what your business needs are, and we have some offerings for you. Why not call us, and we'll tell you more."

I should think a personalized edition of Fortune magazine is going to catch your attention, and probably appeal to your vanity. It might have them calling you asking what you can really do for them, which probably makes the whole sales cycle a lot easier to do.

I suspect if they could close two deals (and probably a single one) from this, they would be sufficiently large to cover the costs of such a specialized marketing campaign. And, if nothing else, the other 18 or 19 have you fresh in their minds.

Cheers

Re:Just for the execs?

[SJasperson]

Not quite. This isn't a slashvertisement for Unisys. It's a slashvertisement for their new hip ultra-cool marketing firm (mentioned by name in TFA, but I'm not going to give them more notice here) who hope other corporate sales and marketing drones will say "hey, what a cool idea, I've gotta get me some of that hypermarketing stuff too!"

It's targeting more than 20 people

[therblig]

They are targeting more than twenty people. They are targeting twenty people and all the people who are going to pester them because SOME of the targeted advertising will be seen by their superiors. The fact that a company has one of the twenty targets should be enough to generate a buzz that requires attention to be paid to the ads.

It's a clever way of forcing you to pay attention to the sales pitch. I've had salesmen decide the best way to get through to me was to go over my head to my boss. It's too heavy handed and has never worked. This may be a better way of going over someone's head.