Chart a digital course to connect with new customers.

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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.