(Gawkwire) – Lumension®, a global leader in endpoint management and security, launched a global brand campaign late this summer to boost awareness across broader IT audiences, further position the IT security software developer as an industry leader and support the company’s recently launched endpoint management and security application suite. Early campaign results show the effort has so far generated nearly twice the number of new contact inquiries in comparison to more traditional advertising campaigns previously used.
To educate the market on how to regain control of their endpoints, Lumension launched an online branding campaign in September across top IT media portals. Developed with The Loomis Group, the advertising campaign positions Lumension as the bridge between superior and elegantly designed IT security solutions and a way to help IT managers meet the challenges of increasingly risky endpoint environments without negatively impacting business productivity.
As demonstrated by the recent high profile data breaches found in many of today’s headlines, organizations of all sizes are faced with an increasingly complex threat environment. Hackers want their data and have found sophisticated ways to disrupt, deny and steal data at alarmingly rapid rates. As the enterprise become more mobile and employees’ personal and professional lives intertwine on socially collaborative environments, insider risk is adding more fuel to the onslaught of malicious software companies must deal with daily.
“Our research indicated that IT leaders felt they were losing control over the endpoint environment and point product technologies had limited their visibility over what was really happening on their endpoints. While a solution was needed, IT did not want to control the environment in a way that would negatively impact business productivity” said C. Edward Brice, Senior Vice President, Worldwide Marketing for Lumension. “This formulated our brand positioning strategy of Control Made Simple as the ideal theme in which to position our innovative endpoint security suite offerings.”
Pre-campaign research indicated that Lumension has very strong brand loyalty among audiences who consider their products. “Because of this, our goal was to extend our reach and encourage new audiences to consider us,” Brice said.
The campaign supported two new Lumension product roll outs this year, Lumension® Endpoint Management and Security Suite and Lumension® Intelligent Whitelisting. Execution called for an endpoint management and security suite focused microsite with various solution areas. “We wanted to have the flexibility in our campaign that enabled broader suite awareness but that also served as an umbrella over more targeted, demand centric executions.”
The campaign kicked off in summer and will run throughout 2011. Included are several high impact awareness executions as well as a mobile component targeting leading mobile IT portals, smart phones and tablets. “When we looked at our overall website traffic we found that upwards of 15% of our traffic was coming from smart phone and tablet operating environments. This led us to pilot a mobile campaign to learn more about the mobile media and our audiences’ preferences for engaging with our messaging in that environment,” Brice said.
Additionally, Lumension kicked off a thought leadership program featuring the eBook, “What Every CEO Should Know About IT Security” by Lumension CEO, Pat Clawson. To help IT also address IT security challenges often created by company employees and other organizational technology users, a video, Be Aware of What You Share was created to aid the education process.
“Technology will only take you so far in combating the cyber-security risk we face today. The IT Security industry needs to do more to help educate all consumers about dangerous but real cyber risks and the simple steps necessary for protecting yourself online,” Brice said. “So as part of our branding initiative, we wanted to provide resources that help companies provide basic education to their employees.”
Lumension Intelligent Whitelisting
Lumension Endpoint Management and Security Suite
Lumension Security, Inc., a global leader in endpoint management and security, develops, integrates and markets security software solutions that help businesses protect their vital information and manage critical risk across network and endpoint assets. Lumension enables more than 5,100 customers worldwide to achieve optimal security and IT success by delivering a proven and award-winning solution portfolio that includes Vulnerability Management, Endpoint Protection, Data Protection, Antivirus and Reporting and Compliance offerings. Lumension is known for providing world-class customer support and services 24×7, 365 days a year. Headquartered in Scottsdale, Arizona, Lumension has operations worldwide, including Virginia, Texas, Utah, Florida, Ireland, Luxembourg, the United Kingdom, Australia, and Singapore. Lumension: IT Secured. Success Optimized.™ More information can be found at lumension.com.