The new campaign by Ogilvy & Mather, New York, breaks with a four-page insert in The New York Times, The Wall Street Journal and other daily newspapers, targeting offline and online businesses of all sizes.
The message: IBM can help companies use data mined from Web transactions to better tailor customer offerings.
FIRST BIG EFFORT
The campaign represents IBM's first significant marketing effort to support its 3-year-old Global Business Intelligence Solutions Group, one of several entrepreneurial corporate solutions units within the company. IBM derived an estimated $4.2 billion in revenue in 1998 from the business intelligence sector, which includes hardware, software and services that support information-driven e-businesses.
"Our selling proposition is that these systems, properly implemented, help businesses attract customers, retain existing customers, build customer loyalty and build larger wallet share over time," said Ben Barnes, general manager, Global Business Intelligence Solutions Group. Business intelligence combines data mining, consulting, database maintenance and data warehousing capabilities.
"Business intelligence is yet another e-business solution; we would like to think of it as part of a continuum in which companies can look at buying habits and preferences, including how and what people like to buy and when," said Maureen McGuire, VP-worldwide integrated marketing communications.
As the latest element of IBM's 2-year-old e-business venture, the business intelligence campaign will be followed closely by efforts supporting the company's software division later this year, and customer relationship management sometime during the first half of 2000.
The insert, due Sept. 22, highlights L.L. Bean, Sara Lee Corp.'s Kiwi Brands and the National Basketball Association as e-businesses, and links each with the use of business intelligence.
The spread's first image is a man carrying a kayak through a New York street. Copy reads: "E-adventurer. L.L. Bean is an IBM e-business." The spread includes a page of copy that explains each business intelligence application. For example, the NBA depiction explains how analyzing statistical data from a game can help coaches decide their starting lineups or when to use strategic plays. Print executions hit business magazines shortly after, as do banner ads on leading search engines and websites.
Three TV spots, the first breaking Sept. 27, leverage IBM's ubiquitous letter-box vignette style and offbeat tone. One spot shows people sitting in a focus group complaining about their junk mail and asking why companies always send them the wrong catalogs. A gritty biker pipes up to say he received a catalog for porcelain collectibles, while another guy walks up to the two-way mirror and asks why the marketing guys don't get it.
Business intelligence-themed creative also will be dropped into campaigns currently running, including one for IBM's servers, with the line, "The magic box understands people."
The forthcoming software campaign uses the theme "Software is the soul of e-business," also meant to convey a business intelligence flavor.
The print effort also will use information-technology trade publications and