Mercator Software Launches $3 Million Branding Campaign, Looks To Primarily Use Print Ads

Mercator Software Launches $3 Million Branding Campaign, Looks To Primarily Use Print Ads – Brief Article

Mercator Software Inc., Wilton, Conn., launched a $3 million global branding campaign in mid-February to help differentiate itself from its enterprise software competitors and promote its newest software suite, Mercator Inside Integrator.

The campaign is slated to last through 2003. Created by Salt Lake Citybased boede&partners, the campaign is primarily using print ads and is supporting the effort with an aggressive e-mail campaign and a redesigned company Web site. The ads target five specific industries that use enterprise software including financial, healthcare and manufacturing, retail and distribution.

“We at Mercator have incredible inside industry knowledge that we bring to integration solutions,” said Mercator’s senior vice president and chief marketing officer, Michael Collins. “The new global campaign will position our company’s unique ability to quickly solve major integration challenges.”

Scott Kempema, managing partner of boede&partners, said the campaign – which uses a new tagline, “The Advantage Inside Integration” will help Mercator stick out from its competition.

“The enterprise application integration software space is quite crowded,” Kemperma said. “We’ve assumed a best-of-breed mentality with this business-to-business campaign that communicates Mercator’s commitment to delivering industry-ready integration solutions to the markets they serve.”

So far, Thomas Communications’ EAI Journal has been the only print magazine in which Mercator ads have run. Kemperma said boede&partners is negotiating with other trade titles to run future ads.

Kemperma said Mercator also will be visible at trade events throughout 2004 as well and may use outdoor ads in certain geographic markets.

Mercator Software can be contacted at 203-761-8600. boede&partners can be contacted at 801-257-7700.

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