Best Software Breaks out of the Box

Best Software is in a critical battle with Intuit, Microsoft, NetSuite and to some degree SAP (Business One) and other SMB focused companies targeting SMBs with their accounting/ERP offerings. (Ron Verni, CEO, Best Software – right)
Marketing (lead generation) and Advertising are two IMPORTANT tools in this escalating battle. The continued battle that advertisers have, is how to BREAK through the clutter and have your message reach the SMB owner?
Best Software has found a way to do it – it’s different and speaks right to the heart of SMB owners.
Best Software’s press release reads: Using a series of unexpected images – including a breakfast cereal box that says “There has to be a better way to check my inventory than getting up every morning at 3:00 a.m.,” Best Software, the North American operations of software giant The Sage Group plc, aims to raise its visibility within the SMB marketplace with advertising that underscores the company’s new tagline: ‘Your Business in MindTM.’ It’s a position that Best Software knows well, with more than 2.3 million SMB customers, and it expresses the kind of relationship Best Software CEO Ron Verni wishes he had from a software partner when he was building small businesses himself.
“I know what keeps business owners up a night, the business issues that are still with them when they tuck their kids into bed at night, and the moment they hop out of bed in the morning,” said Verni. “We’re telling business owners that Best Software is there for them, that we truly have their businesses in mind. When it comes to solving business problems, we are small business experts: we’ve been there, we have the solutions, and we will continue to be there, every day, for the millions of businesses we serve.”
The new campaign supports a range of well-known business management software products from Best Software, including ACT!Æ, PeachtreeÆ, TimberlineÆ, ACCPACÆ, SalesLogixÆ and AbraÆ. The advertising campaign debuts in the January 2005 issues of Inc., Entrepreneur, Fast Company, and Accounting Technology. Creative and media planning were developed by Colby & Partners, a full service agency based in Santa Monica, Calif.
Read my first post about this here