Veritas Uses Mailer to Position Itself in IT Industry

Share this content:
Veritas Software is preparing a direct mail campaign as part of a $20 million global effort to position itself among IT professionals as a leading business software provider.

"The goal of the campaign is to build brand awareness and develop lead generation," said Jeremy Burton, chief marketing officer at Veritas.

Veritas, Mountain View, CA, makes software for data protection, disaster recovery, networked storage and application availability. The campaign does not tout individual products, instead focusing on how all the company's products and services can help businesses.

The direct mail piece is still under construction and is to mail at the end of June or early July. The effort will target current customers and prospects. The number of pieces has not been determined.

"The target drop amount will be dependent upon our goals for each component of the direct campaign," Burton said. "We will be targeting senior IT audiences as well as mid-level management with our direct campaign." He described the companies as "businesses with enterprise-level needs."

A print effort has begun with five ads in IT publications, including Computer World, Information Week, Baseline and CIO Magazine.

"With our advertising we are targeting a senior IT audience," he said.

One ad mentions a particular product, while the remaining four discuss specific areas of the storage and recovery sector for which Veritas has products.

Burton said the direct mail and print campaigns will have the same look and feel.

All the print ads feature text in which the first word -- the -- and a closing tag line -- storage software company -- are in small, black type, with much larger red copy in quotes between the black text. For example, one headline reads: The "Why trust data backup and recovery to anyone but the leader," storage software company.

Veritas worked with Hill, Holliday, Boston, on the campaign.


Next Article in Marketing Strategy

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