Page 226 - Visual Marketing

97. Technology Can Be Sexy: Poking Fun at Your Industry’s
Stereotypes Makes It Easier for Customers to Relate

W hen some people think of
information technology (IT)
services, they think of antiso-
cial geeks working in a basement. Iddea
Group, a start-up based in Valparaiso,
Indiana, wanted to break out of this
stereotype and show that the virtual IT
company was fun, was easy to work
with, and provided quality technology
services. And they wanted to make it
look like they had a big marketing bud-
get. Design firm Group 7even took the
challenge on and produced a comprehensive marketing campaign
that included direct-mail postcards, magazine ads, e-mails, and
website design.

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