InterWorld: Client on a Mission

First Campaign From Cronin & Co. Touts Software Readiness
BOSTON–Being prepared is the theme of Cronin & Co.’s first advertising campaign for InterWorld.
The effort includes three print ads designed to build awareness for the New York company and its products. InterWorld develops software for retail and business-to-business e-commerce applications.
One headline reads: “‘Iceberg? What iceberg?’ Or, the importance of being mission-ready.” Another says: “If Napoleon was as mission-ready as we are, this ad would be in French.” According to a third execution: “Two words for those who don’t think it’s important to be mission-ready: General Custer.” The tagline across all executions is “mission-ready e-commerce.” Spending levels were not disclosed.
“We wanted to separate these from a ton of high-tech advertising,” said Bill Cronin, president and chairman of Cronin & Co., Glastonbury, Conn. Humor seemed to work best at communicating that goal, Cronin said.
The campaign targets e-commerce deal makers and influencers and attempts to differentiate InterWorld from competitors such as BroadVision, ATG and Blue Martini by focusing on InterWorld’s pre-packaged e-commerce system, Cronin added.
“The best way to characterize what we’d done in the past is buckshot, as opposed to snipershot,” said InterWorld senior vice president of marketing Leon DeMaille. “We had a few ads here and there, and they solely focused on images.”
The ads are running in publications such as The New York Times, The Wall Street Journal, Forbes, Fortune, BusinessWeek and other business and IT publications.
The e-commerce software company a year ago ran a national campaign, developed by Think!City, Laguna Beach, Calif., but “the awareness level for InterWorld was not where they wanted it to be,” said Cronin.
The previous tagline was simply “enterprise commerce,” which DeMaille said lacked an emotional element. K