Challenge:Move a defense manufacturer into commercial markets with a high-ticket, military-grade rugged computer.
Obstacles:Competitive category dominated by lower-cost Panasonic Toughbook. Market resistance to military products.
Approach: Let big brands fight it out in costly tech media. Tell ARMOR’s story in a new space, where industry-specifics and technical depth resonate with readers – at far less – vertical media.
Results:This efficient, digitally-driven lead generation program produced high-volume orders.