the "increase our microsoft® sales" challenge.

Challenge
VIP Computers is one of several UK companies officially licensed to sell Microsoft® products to the trade. Its advertising had no point of differentiation from competitors on product or price, and was getting lost in a market place. Improved brand recognition was essential to drive up sales.

Discuss
VIP Computers did not want a full blown rebranding exercise. The company’s logo and corporate colours were to be retained - they just needed to work harder. New advertising styles would have to be approved by Microsoft®, and reflect their marketing  objectives. Improved synergy between manufacturer and reseller branding, emerged as the best way forward.

Solution
Concise copy was a refreshing contrast to competitor adverts. Building block style graphics showed how IT solutions could be pieced together; and a mix of media channels including direct mail, wrap arounds, web banners and competitions ensured regular exposure and data capture.

Result
When Microsoft® praised VIP’s new marketing campaign as an example of best practice, ICG knew it had got it right. But the campaign wasn’t just great to look at – it was generating more sales and attracting new customers. Now, ICG has yet another happy client…and something great to talk about!

Visit VIP Computers' website:
www.vip-computers.com/uk/microsoft

ICG
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Harbour Lane
Warton, Preston
Lancashire PR4 1YB

T. 01772 679 383
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info@icgonline.co.uk