emarketing: Brocade 2-Gbit campaign
the problem
To create an integrated Emarketing campaign comprising web graphics, html/ASCII email and banner advertising that conveyed the strategic advantages of deploying a new storage product.
the situation
Brocade, the leader in storage area network (SAN) technology, introduced a faster, 2-Gigabit product that enabled enterprises to consolidate all of their storage under one management interface (i.e., one huge, virtual hard drive shared by the entire company). However, referring to the product by its transfer rate obscured the product's real benefits: better management, security, and administrator productivity.
the solution
An integrated campaign ensured that visitors to the company website, opt-in recipients of the company's mailing list, and visitors to targeted, enterprise storage-related websites received the same, consistent messaging touting the technology's benefits, not the bandwidth specification.