PIVOTAL BEGINS HUMONGOUS MARKETING CAMPAIGN
By Adnews Staff
Pivotal Corp., a Vancouver-based software company, began a new advertising campaign yesterday through which it hopes to distinguish itself from its competitors. Called "Pivotal vs. The Humongous", the campaign outlines the difference between Pivotal and competitors that focus on Global 500 companies. The campaign's message is that "humongous" CRM software is the wrong choice for most companies. A print ad in yesterday's Wall Street Journal portrayed Pivotal software as a choice for CRM buyers. It read "Some companies are so humongous that they can afford enterprise-wide CRM implementations that will take up to 36 months to complete. If this sounds like you, call the guys who sell humongous CRM software." The copy then includes the telephone numbers of Siebel, SAP and Oracle. The ad continues "If you'd prefer CRM results in 3 to 6 months then call us." Print advertising, which will also run in technology publications, will be accompanied by Internet advertising, a direct mail campaign, trade show promotion and public relations. Advertising for Pivotal is done by C2 of California.