Challenge - Create Awareness for a New Product Offering

Having developed an outstanding suite of ERP and Supply Chain software specifically built for the apparel industry, CGS came to Vovéo seeking help in accelerating awareness and demand for this software.

The solution, BlueCherry, had not yet been promoted through any branded advertising, and a focused advertising strategy was desired to quickly build demand and success.

Solution - Understand Your Audience

Building on a long history of successful supply chain solution engagements, Vovéo immediately began exploring the unique ways apparel businesses utilized this type of software, and understanding their primary drivers for adoption. Working with BlueCherry executives, Vovéo’s strategic planning team established a clear set of goals for the campaign: to build awareness for company, clearly position the brand, leverage existing customer successes, and drive new revenue.

Following identification of ideal media placement options, Vovéo’s creative and writing teams developed a compelling ad theme, and created a series of dramatic, attractive ads with specific appeal to the fashion/apparel industry. They incorporated a strong focus on key solution functionality, while clearly positioning the niche-specific nature of the solution, and integrating real, compelling customer success snapshots.

Results - An Advertising Camapign with Measurable Success

CGS/BlueCherry was highly pleased with the resulting ad series and immediately launched the ad placements. Upon their appearance in apparel industry journals, response to the ad campaign quickly exceeded all goals for pipeline development and new revenue, and BlueCherry became rapidly known and adopted as the leading solution in its space.

The intense demand response was so strong that it nearly outpaced the company’s ability to respond and required CGS to modify and delay its ad placement schedule. The result for CGS was a very healthy short- and long-term business pipeline far beyond that which it had hoped for or antcipated.