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Company: SAP, Newtown Square, Pa.
Agency: Mindshare, New York
Market: IS
Quick chase: Enterprise software maker SAP flags readers down with a banner headlined “Run Better” and with an invitation to learn how it helped Pinkberry smooth out its frozen yogurt operations. The landing page features a splendidly produced video testimonial of three Pinkberry executives who sing SAP's praises for helping them simplify the management of the company's 100-plus retail stores. This kind of third-party endorsement is enormously influential with members of the target audience, who may be looking for solutions tailored to the needs of their business. Little things mean a lot, especially the tabs at the top of the landing page that offer visitors a variety of ways in which they can interact with SAP. The tabs include the SAP website, chat, share, request a call, an email address and an 800-number.
Clue: Who could have guessed that Pinkberry's secret ingredient is enterprise software?
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