ESRI

Esri is the largest software company you've never heard of. When the ebola crisis broke out, Esri software determined the path of the disease so resources could be deployed accurately. When there's a Starbucks exactly where you need one, it's because Esri software was used to determine the location. And when Esri wanted to let the world know what they do, they called us.

Esri makes ArcGIS; a geospatial platform at the enterprise level that integrates and connects data through the context of geography. Governments use it, large companies use it and institutions that affect human health and safety use it. Division of Labor created an advertising campaign that simplified the idea behind ArcGIS and told a complex story in a simple way.

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  • Esri is one of the largest software companies most people have never heard of. Many of the Fortune 500 use Esri as do many foreign and local governments. But a lack of awareness was limiting Esri’s reach even within companies that used Esri. Since Division of Labor is one of the top advertising agencies in California, they know how to work with companies likes Esri to create B2B campaigns that build awareness, drive site traffic and increase conversions.

  • Business-to-business campaigns, B2B, target employees or purchase decision-makers within companies. Business-to-consumer campaigns, B2C, target people making purchase decisions for themselves or their families. Sorry to sound like a textbook written for people who just moved to America from a restrictive communist country, but it’s best to lay out the basics first. Division of Labor is an ad agency in San Francisco that works with both of B2B companies and B2C brands. Again, laying out the basics first.

    The difference between B2B and B2C campaigns is not the advertising messages created, it’s the way the target is reached. The media choices are far more different than the creative choices. In any advertising campaign, people respond better to emotional messages than rational messages. However for B2B campaigns, the way a product may be purchased is far more complicated than for a consumer campaign. Like, for example, if a person sees an ad for electric socks, they can just click on a website, get some information and buy the socks. But in a B2B campaign, one person rarely has the authority to make a purchase on their own. The purchase funnel is much more complicated and often requires multiple people and a whole lot more time. By the way, this is not a subliminal ad for electric socks.