HOW TO HIGHLIGHT A BEHIND-THE-SCENES DIFFERENTIATOR IN A COMMODITY SECTOR?
INTRODUCE THE “NERD YOU LIKE!”
FINCENTRIC- SOFTWARE & TECHNICAL SUPPORT ADVERTISING
Fincentric Corporation has superior technical support capability and wanted to use this for differentiation in the marketplace. Ideastream created “the nerd you like” character and used him to promote Fincentric’s software suite and the support infrastructure to customers. The character also served to position Fincentric as approachable and easy to work with.