‘Thin/Client’ Computer Specialist Makes Advertising Connection
DALLAS–M/C/C here was tapped to handle an estimated $2 million annual marketing effort for computer products startup Netier Technologies of Carrollton, Texas.
The agency will develop print advertising, collateral and public relations efforts behind image work for the company, which has recently begun selling its line of “thin/client” servers and equipment to value-added resellers and corporations.
In addition to brand building, M/C/C will handle research, direct mail and Internet programs. Trade show support will be a major factor as Netier seeks to build bridges to an audience of network administrators.
“There are 130,000 companies out there” that Netier is trying to reach, said M/C/C president Michael Crawford. Netier’s main products are network servers that perform in a mainframe-type fashion in which individual desktop units must connect with a central server to operate. The system also allows for easier software upgrades, a potential advantage with regard to Year 2000 compliance issues.
Crawford said he expects the advertising to grow exponentially as Netier targets reaching $100 million in revenue in the next 12-18 months. Major players competing in the thin/client market include Oracle and IBM.
Crawford termed the account the largest landed by the high-tech specialist this year.
Netier director of communications Vic DiBlasi said M/C/C was chosen without a review. “M/C/C has a pretty good presence here in town. It seemed like a natural mix,” DiBlasi said.
M/C/C print ads have begun running in trade publications such as Computer Reseller News and Internet Week, according to DiBlasi.
DiBlasi and Crawford said the new thin/client market is attractive to companies for two reasons: control of employees’ desktop computers and efficiencies for software changes. Netier’s product lineup in-cludes computers without floppy or CD-ROM drives, since software is retrieved from a central server. When system operators must upgrade, they can complete work at the server rather than on each individual PC.
DiBlasi acknowledged that in the coming year, companies wanting to solve a Year 2000 bug could be a prime source of business, since the cost of updating old code may outstrip that of a new system. “We have not specifically marketed Y2K as an issue, but wouldn’t be surprised if it were incorporated in a future campaign,” DiBlasi said.