The Wall Street Journal looks at Unisys’ attempt to reach key influencers.
Advertising has long been a game of pitches to the masses, an approach still employed by makers of soda and fast food, among many others. Increasingly however, marketers who sell to other businesses are recognizing that aiming their advertising more narrowly can be more effective at driving sales.
According to the story, around 20 high-ranking executives at corporations such as Subaru of America, DHL, Citigroup and Northwest Airlines got a surprise when they opened thier latest edition of Fortune magazine. Each found his or her own face gracing the cover.
Unisys didn’t stop there. To reinforce their message, the technology consulting firm placed custom outdoor boards close to the executives’ offices. In some cases, ads also appeared on video screens in the elevators of their office buildings.
[via MIT Advertising Lab]