Sagon-Phior Brings PeopleSupport Into New Year




Branding Campaign Continuing After a Busy Holiday Season
LOS ANGELES–Sagon-Phior Group has created a branding campaign for online customer support client PeopleSupport.com.
The first in a series of print ads aimed at e-commerce businesses broke last month. They will run through the first quarter.
One ad quotes a bartender mixing a martini: “People only become regulars when you give them what they want.” Text below reads, “And that’s exactly how it works on the Net. Except it’s harder, because you can’t see your customers. But that doesn’t mean you can’t service them. It just means you might want to get some help.”
Another ad, which ran during the holidays, asks if the reader’s customer support function is ready for the “e-blizzard,” and offers PeopleSupport.com as the “e-holiday panic button.” The tagline is, “PeopleSupport live online. Real people. Real time.”
The ads are running in The Wall Street Journal, business sections of leading daily newspapers in top markets and in general business and Internet magazines.
“The volume and the immediacy of the response showed we had hit a chord in playing to the fear factor,” said account executive Petra Braun. “We heard stories of CEOs tearing out the ad and scribbling ‘Hit it now’ and passing it to their operations people.”
PeopleSupport, Westwood, Calif., offers online support–live chat, e-mail, voice, etc.–and other services such as training and consulting. Launched a year ago, it uses “eReps” to assist clients with online customer support.
The Sherman Oaks, Calif., agency picked up the estimated $3-5 million account in August.
“[PeopleSupport] saw a major volume spike during the holidays,” said agency president Andy Carmichael. “The branding campaign aims at helping e-commerce companies with their customer support function for the rest of year.”