Cut to the Chase: NetApp

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Company: NetApp, Sunnyvale, Calif.
Agency: Y&R, San Francisco
Market: IT
Quick chase: As noted in our recent BtoB's Best 2009 issue, the Internet has accelerated the creative use of video in b-to-b marketing. You no longer need an eight-figure ad budget to do video. Some of this year's video submissions were exceptional; others, pretty ordinary. But they all don't have to be world beaters to do what b-to-b advertising is supposed to do: prime the pump for a sale. On NetApp's landing page, the company presents a short video hosted by its senior director of infrastructure solutions, who makes the point that NetApp can help IT managers be both cost-efficient and productive. If you don't believe him, NetApp trots out three satisfied customers who testify on his behalf.
Clue: This video is workmanlike, perhaps a cut above handheld, yet it demonstrates how this medium can enhance a selling message.
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