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Bank bailout a game changer

SOME COMPANIES FIND SILVER LINING

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The financial crisis has given the company room to grow, Muckley said. “Our plan is to try to gain market share this year,” he said. “A lot of our competitors are hurting. We're pretty well-positioned and expanding to take advantage of this tough market.” Growth also is the focus at Capital IQ, a division of Standard & Poor's that provides research and analysis for financial professionals. The company launched its first integrated marketing campaign as the financial crisis began to unfold, using humorous ads to reach its constituents. “We're in this world where everything is way too serious and therefore inconsequential,” said Seung Bak, VP-marketing. The campaign incorporated a series of playful print, Web, TV and outdoor advertisements that asked viewers to weigh whether or not Capital IQ's information services give financial professionals a fair or unfair advantage in the workplace. The campaign, designed to follow financial professionals throughout their day as they watched television, caught cabs, read the paper and surfed the Web, drove traffic to a microsite with a viral component. Web traffic on the company's site shot up 50%, Bak said, and sales leads quadrupled. “We're investing in our brand,” he said. “Right now it's good to be aggressive. Our business is still growing. Nothing is more essential than the flow of information.”
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