Strategic repositioning and emotionally branded content convert new users to advance architectural software brand.
GRAPHISOFT is a global software company specializing in innovative solutions for the architecture, engineering and contracting industries. Dominant in Europe but a small challenger brand in the US, they needed to rapidly stem loss of North American market share to Autodesk, the largest software brand in the industry, without the benefit of a large marketing and advertising budget. As a result, they were forced to find unexpected and disruptive ways to create greater awareness and revenue growth.
Behavioral research we conducted about architects and engineers revealed their purchase decision goes far beyond features and benefits. Central to this was the finding that our audience places a surprising emotional investment in the technology they select, based on how it fits to their self-image, ability to realize career goals and community of fellow users they can join.
This unexpected marketing and branded content effort, supported with events and social media, brought the stories of architects and designers to life. The result of this online series turbocharged sales efforts, expanded awareness, deepened loyalty among existing customers and captured market share from the largest competitor.