Trading Technologies, which makes software for professional traders, this week debuted its first major marketing campaign, called "Don't Just Trade. Conquer."
The online campaign, including video, banner ads and social media, was created by Liquid Iron, Chicago, and introduces the new TT software-as-a-service trading platform. The budget was undisclosed.
"We have been around for 22 years, and for the last 20 years our business model was an installed-base software product -- which was very much a b-to-b type of sales process," said Brian Mehta, chief marketing officer at Trading Technologies. "We have recently shifted our software platform to be a software-as-a-service delivery mechanism, so our whole mentality of product development has changed to be more direct-to-users and direct-to-traders. We wanted to reflect the same shift of product development mentality in our marketing."
So TT turned to Liquid Iron to create a campaign that would be aimed directly at professional traders.
"We really dug into understanding the mindset of these traders -- who they are and what they feel," said Kathy Bucaro-Zobens, co-founder and president of Liquid Iron. "Traders look at every day as a challenge they are going to conquer. Through this idea of conquering, together with traders' attitude of commitment to success, the creative strategy was born."
Two videos (30-second and 15-second versions) feature images that represent commitment and conquering challenges, such as running, working and playing chess, while a voice-over says, "Don't just trade. Conquer."
"Traders really view what they do every day as a little bit of a competition," Mr. Mehta said. "Much of it is a competition with themselves and how they approach their business -- whether it's strategies they employ, how much money they make, and ultimately the execution of trades. Our software helps them execute strategies to the best of their ability."
The videos, as well as static and rich-media banner ads, are running on financial sites including the Financial Times and networks targeted at investors. The ads drive traders to a microsite where they can sign up for a free trial of the software.
The campaign also includes social media and sponsorships with financial outlets such as Elite Trader and Futures Radio Podcast.