CDW shifts to business orientation

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CDW Computer Centers, making a move on the small- and mid-size business market, today launches a new branding effort.

Ads center on its service and computing-solutions offerings.

Print and TV ads are tagged "Computing solutions built for business" and use humor to highlight the services offered by CDW's sales reps.

The campaign includes a new logo and a Web site redesign, as well as public relations.


Print ads will run in Forbes, Fast Company, Inc., InfoWorld, PC Magazine and PC World. TV spots will air on major cable networks and in network news programming.

The budget was put at $85 million through the end of 1999, which includes all marketing and advertising activities and paid media. Donino, White & Partners, Atlanta, handles.


In addition to traditional media, CDW will offer daily giveaways on its Web site, including a sweepstakes that runs through Oct. 18.

Joseph Kremer, VP-marketing, said CDW has switched its focus from consumer marketing to solutions for small- and medium-size businesses.

CDW, founded in 1984 as Computer Discount Warehouse, had a customer base split 70% business/30% consumer just four years ago. Today that has shifted to 90% business/10% consumer.

"Our model is very well equipped to support business," Mr. Kremer said.

Copyright October 1998, Crain Communications Inc.

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