.KEYWORD campaign
.FLYINGHEAD ENTERPRISE MARKETING
.TITLE Palm reaches out to enterprise market with new ad campaign
.OTHER
.SUMMARY Palm’s new ad campaign, designed to highlight the company’s latest handheld releases, has been running recently. In this article, Steve Niles takes a closer look at the details of this campaign.
.AUTHOR Steve Niles
Palm’s recently been running its new U.S. ad campaign, which is designed to highlight its latest handheld releases as well as get across to the enterprise market the advantages of the Palm OS platform. The campaign includes a series of new television and print ads.
.H1 Television
The Television ad campaign began on March 25, and it features Palm’s spring lineup of handheld releases, including the Palm m130 and m515 color handhelds, and the Palm i705 wireless handheld. The campaign featured a 30-second TV spot that aired on national network and cable. If you watch any TV at all, you’re bound to have seen it. The ad was developed by AKQA (at http://akqa.com), a San Francisco-based advertising and marketing services agency, and was produced by Digital Kitchen, with music by Plastilina Mosh.
The ad had three "chapters" that demonstrated how each of the new handhelds could uniquely enhance the lifestyles of a wide range of users. The ad featured a colorful background across which animated images of the various handhelds spun into view. The fast-paced action of the piece swept past representations of the three main user segments, and graphics detailed in succinct terms which of the handhelds would best fit each user.
The person who buys a Palm m130, for example, may be interested in organization and entertainment, while a Palm m515 user is most likely focused on business productivity. Meanwhile, the Palm i705 user probably places a lot of value on constant communication and staying connected with friends and colleagues.
.H1 Print
On May 13, 2002, Palm launched its print ad campaign. This portion of the promotional push was aimed at senior executives, chief information officers, and IT personnel. The campaign debuted with a three-quarter page ad in The Wall Street Journal. Also look for it in magazines such as Business Week, Fortune, and Information Week and CIO Insight.
The ads point out how a Palm OS solution can integrate with a company’s back-end infrastructure. The ads do this by highlighting Palm’s partnerships with Siebel Systems, IBM, McKesson, and BEA Systems. Under the terms of these partnerships, the companies work to integrate Palm’s technology with their software.
The ads also point readers to the Palm Web site’s enterprise section at http://www.palm.com/enterprise/. There you can customize purchases according to your industry, such as health care, government, manufacturing, or financial services. Success stories are also available, and there are informational sections that detail how to deploy a mobile workforce solution, how to manage Palm OS solutions within your IT infrastructure, and how to best use your Palm handheld at work.
In Palm’s enterprise section, you can also find a recent White Paper on a study conducted by Gantry Group that analyzes the TCO (Total Cost of Ownership) of a Palm OS solution versus a Pocket PC solution. More details on this are available elsewhere in this issue of PalmPower’s Enterprise Edition.
Both the television and print campaigns are designed with the goal of maintaining Palm’s leadership position in the marketplace. The strategy is well thought out, and we hope to see Palm continue this kind of media campaign.
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.H1 Product availability and resources
For more information on AKQA, visit http://akqa.com.
For the Palm Web site’s enterprise section, visit http://www.palm.com/enterprise/.
For more information on Palm handhelds, visit http://www.palm.com.
.H1 Easy, flexible article reprints
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.END_SIDEBAR
.BIO
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