COMPAQ PROMOTES RESELLER PROGRAM
By Adnews Staff
Compaq Canada of Richmond Hill, Ont. launched a national print campaign last week to help end the confusion of its optimized distribution model and reseller advocacy program. The headline for the ad says, "The World's Largest PC Maker Would Like to Dramatically Improve Your Ownership Experience." The copy is divided into five sub-sections, each including a sub-heading in red that summarizes the thought of the section. The goal of the ad is to show consumers that Compaq has the right business model, which provides its customers with the product they want, when they want it, at the right price, and with the services and expertise of a reseller. The ad then goes on to talk about the benefits of ODM and the reseller role in the customer's purchase and ownership experiences. The other sub-headings in the ad are: "A lower cost before and after purchase." "Solutions customized to your business." "The PC you want delivered when you want it," and "One thing we'll never change." The ad ends with the tagline: "Because at the end of the day, we want Compaq customers to be the most satisfied. Which is good for your business and for ours. And that ought to put a big smile on everyone's face." The campaign was created by Ammirati & Puris/Lintas of Toronto.