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PowerQuest sets channel goals
in 2003 |
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PowerQuest
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The
Brief
In the fall of 2002, PowerQuest announced its entry into the
enterprise storage solutions market, a new endeavor for a company
known primarily for its personal computer products. Just Media's
challenge was to introduce and establish PowerQuest as an enterprise
product contender to the channel (with a focus on solution
providers) using budgets which demanded a creative and highly
targeted approach.
The Solution
An opportunity arose in which Just Media initiated a plan to
leverage the favorable product distinction won by PowerQuest
in an industry "Test Center" review on data protection
solutions. An online campaign was created allowing interested
channel partners to be directed straight to the relevant editorial
whilst also using the considerable brand equity of CRN to encourage
a maximum number of respondents to both read and trust the
editorial view point.
The Result
The end-of-campaign results were fantastic, exhibiting click-through
rates and other performance metrics well above the industry
average for this target audience. PowerQuest and Just Media
successfully coordinated a plan in which the branding message
was reinforced by leveraging independent expert opinion in a
campaign that took full advantage of the unique opportunity
at hand.
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