Famous Software Case Study

The Situation

Celebrating its 50th anniversary, Famous Software wanted to increase share-of-voice in the produce industry for its ERP solution amid category consolidation and new entrants. The company wanted to demonstrate its market leadership, as well as reach and engage potential customers. With busy, hands-on produce company leaders as the customer target, the Famous team needed its advertising to have immediate impact, and for its product's key points-of-difference to be clearly communicated.

Develop a Brand Platform with Key Messaging Pillars

This strategy focused in on key differentiators for the client, was is the market leader.

Identify Customer Pain Points and Mindset

Target customers are busy running their produce operations, and can't afford to make a costly long-term mistake in selecting the wrong ERP vendor who could reduce organizational efficiency or profitability.

Develop a Compelling Creative Trade Advertising Campaign Focused on Key Proof Points

Armed with insight into customer pain points and mindset, the Ladder 17 team developed a targeted trade ad campaign that focused on key proof points of Famous's ERP solution -- accurate data visibility, reliable inventory, unparalleled traceability -- positioning Famous Software as the go-to choice.