Rizzuti, Beckman Gets 'Smart': Business Software Supplier Gives $2 Mil. Account to Dallas Shop


By Glen Fest

DALLAS--Rizzuti, Beckman & Lyman of Dallas has made off with the $2 million direct response marketing account for a software firm targeting the small business and home office market.

The Morrisville, N.C.-based American Institute for Financial Research hired Rizzuti as it prepares for an aggressive advertising campaign touting its Smart Business System software. The first work will break next month.

Agency president John Rizzuti said AIFR hired his shop after a referral from a previous client. It is the second major account win for Rizzuti, Beckman & Lyman since last fall, when it won the estimated $4 million account of Canadian software firm Maximizer Technologies.

'Rizzuti, Beckman & Lyman has a proven track record in the technology advertising industry for creating innovative, direct response campaigns,' said Karen Davis, director of public relations and advertising for AIFR in a statement. 'We are confident that this campaign will help us significantly and quickly expand our growing customer base.'

Rizzuti said the bulk of the initial campaign will be a $1.5 million blitz for AIFR's Smart Attorney legal transactions software for individuals and businesses. Besides national radio placement on programs like The Rush Limbaugh Show and The Osgood Files, the print side of the campaign will appear in business magazines like Fast Company and Entrepreneur. The media schedule also includes in-flight airline publications, according to Rizzuti.

Other products the agency will focus on in later ads are Smart Business Plan and Smart Business Setup. AIFR's lineup is rounded out with offerings like Smart Venture, Smart Survey, Smart Forms and Smart Landlord. AIFR also provides on-line resources for entrepreneurs and small businesses.

Rizzuti, Beckman & Lyman, with $15 million in annual billings in its fifth year of operation, currently services a client roster consisting of 7th Level and ESR, both Dallas, CyberMedia of Los Angeles, AITech of Fremont, Calif., as well as Symantec Corp. and Internet Tools Group of Cupertino, Calif.

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