Metiom Makes Child's Play Out of Marketing

Share this content:
Metiom, formerly Intelysis Electronic Commerce, is kicking off the second part of a $20 million branding campaign Sept. 7 to burn its new name into the heads of high-level executives.


The effort, targeted at Fortune 1000 companies, will include direct mail, print and trade show marketing.


Metiom's ConnectTrade solution creates business-to-business branded online marketplaces for corporations such as Chase Manhattan Bank, Texas Instruments and Intuit. Here, smaller businesses can buy and sell to each other in a sponsored e-commerce venue.


To stress how easy its software solutions are to use, Metiom's campaign has been dubbed "Child's Play." Ads will begin running in The Wall Street Journal, Fortune, Forbes and other publications on Sept. 7.


A direct mail piece will be sent to a house list of 1,500 high-ranking executives. The creative consists of a bright orange box containing three metal tins. The tins contain children's toys: jacks, a top and a yo-yo. The literature inside explains the company's product and features the company's print advertisements.


The company hopes this unusual mailer "will make it past the gatekeeper to the decision makers," said Michael J. Collins, vice president of worldwide marketing at Metiom Inc., New York. "This is more of a fun, consumer-type mailing. We're trying to engage the decision makers."


A follow-up mailing will consist of a technical white paper explaining the ins and outs of ConnectTrade. The company is also sponsoring the e-Power 2000 Conference, Orlando, FL, in October.


Metiom decided to change its name after it hired Fitch Inc., Columbus, OH. This corporate identity and branding firm ran some focus groups as well as online tests and found Intelysis "didn't really have brand equity," said Collins.


Phase one of the company's branding efforts included an early direct mail piece and telemarketing efforts.
close

Next Article in Data/Analytics

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above