The GST has come and gone but Attaché Catapult has just launched a $1.3 million advertising and marketing campaign for its new business suite.
The campaign is aimed at small-to-medium enterprises (SMEs) who are still seeking management and accounting software since the introduction of the new tax system.
Also being targeted are businesses discovering the software they rushed out and bought for the GST deadline is not suitable for their needs.
"Businesses have realised that buying software just to get through the new tax system was short sighted," said John Edwards, Attache Software's marketing director. "Instead, they need accounting software which offers practical features to change as their business grows."
Commencing in late August, Attaché Software's new print advertisements created by Batey Kazoo will appear in a combination of national magazines and newspapers and selected business, industry and professional publications.
Using the tagline "Accelerate Your Business", the advertisement's design reflects the advantages of networked business management software and the benefits of software which accommodates more than three users at a time.
According to Attaché, this is the only business software offering SMEs the opportunity to move and gain the advantages of a fully integrated and powerful business solution.
"Attaché Catapult is a fully networked software product where staff, from 1-100 users, from different departments can simultaneously access essential financial and product information," said Edwards.
Edwards believes the marketing challenge facing Attaché Software is the expectation among users to rely on software systems which force staff to work in isolation. There is a real opportunity for these businesses to improve their management and increase their productivity if staff shared vital financial and product information.
The costly campaign combines both magazine and business press, and online advertising to comprehensively target the growing SME market.
A range of Internet banner ads, developed by interactive marketing company NetX, will appear on Australian Football League, buy.com, Business Review Weekly, and Australian Financial Review sites. The ads link to Attaché's Web site, where users can register and receive a copy of a trial CD.