Marketing - The Use of Positioning - Example #1 - Unisys
As promised, I’ll post a few examples over the coming day or so. Here’s one:
Unisys had a unique software application development platform that builds quick and effective applications for retail banks–applications that strengthen the relationship between a bank and its customers. At the time, IBM owned the retail banking segment in the US, though Unisys hired us to help them mount an attack on the top 250 institutions.
When we interviewed the target market about the use of IT, the main unmet need that banking executives articulated was in sharing information, in “coming together as a team” to use information as effectively as possible.
In response, we developed this piece chronicling the (arguably) greatest teams in history: the 1927 Yankees, the US 8th Army in WWII, and the 1969 NASA team that put the first man on the moon. The promise? The prospect should call the 800 number and request a free white paper that will explain how his bank can achieve the same level of team greatness. He would see immediately how he can develop applications that will pull his team together, and share customer information effectively.
We got 137 out of the 250 banks we targeted (55%) to respond to the piece and request to see a Unisys account executive. Unisys closed several landmark deals, including a $11 million contract that was signed just a few weeks after the program was implemented.
