In what may be the biggest ad campaign so far promoting enterprise-class ASP solutions, Interliant yesterday launched a marketing campaign targeting executive management and IT directors.
The campaign, coined “We Sell Sanity”, will harness integrated traditional brand and solution-focused advertising, public relations and direct customer outreach initiatives. Advertisements will appear in national business dailies and weeklies, as well at IT trade media.
Kim Crane, senior vice president, marketing, pointed out that ASP marketing efforts up to this point have focused on selling technologies as opposed to business solutions. “The business reality is that ASP branding will play a critical role in defining the application outsourcing space,” she said.
Interliant’s campaign focuses on conveying Interliant’s ASP business benefits to the real decision makers in the corporate world. According to Crane, corporate officers are now key stakeholders in IT decision making, which is why Interliant, Inc. (INIT)is targeting audiences beyond the IT function.
The strategy behind the “We Sell Sanity” campaign is to navigate the “e-hype” that surrounds the ASPs by focusing on the key benefits of the ASP business model. According to the company, the message is clear-Interliant takes care of your IT so you can concentrate on your business.
