An example of a recent
advertisement.
The
brief exactly as received from the client:
We wish to position Generic systems as experts in Data Transfer. They specialise in automated and managed file transfer solutions. They have been in business for over 17 years and have a high reputation built upon their recognition that ‘One Size does not fit all’. Because the company has been built around this belief they have kept their costs low and can offer this customisation for the same price as many of their competitors offer their standard systems.
GENERIC
has been solving data exchange problems and automating application solutions
for over sixteen years. Users now include over 60 Local Education Authorities,
12,000 schools and 700 examination centres as well as organisations in
Defence, Government, Financial Services, Manufacturing, Distribution and
Business Services.
The underlying mechanisms for secure and managed data exchange, AnyComms
and AnyMedia, may be the same but interfaces with applications, data validation,
management reporting and audit trails need tailoring to meet every customer’s
individual requirements.
The key to Generic’s success lies in this detailed understanding
of each customer’s business and application imperatives, and the
demonstration of cost-effective solutions prior to any commitment to purchase.
Moreover, annual licence renewal guarantees every customer a first-rate
service, automatic software upgrades and bespoke modifications to ensure
that data exchange solutions evolve to match changing customer needs.
And these services are provided free under warranty during the first year’s
operations. The result has been a long-term, gilt-edged client base that
actively develops and expands applications reliant on GENERIC software.
The finished advertising copy:
What do all our customers have in common?
They are all different…
GENERIC systems have been providing data transfer solutions for over 17
years and we recognise the importance of tailor-made solutions to suit
individual client needs.
The mechanisms for data exchange may be similar, but interfaces with other applications and reporting systems will differ from one client to the next.
We take time to understand your requirements in order to provide a cost-effective bespoke solution – at a price many of our competitors offer their standard systems.
- Customised solutions
- Automated and Managed file transfer solutions
- Simple interfaces
- Seamless links with existing software
One size does not fit all