Dialog Case Study

Leveraging emotion to drive credibility

Lenovo State and Local Government Messaging

Client Overview

Lenovo is the world’s #1 PC manufacturer, with an almost 23% share of the global market. This body of work was for their Public Sector division with a focus on the State and Local Government vertical.

Situation

Lenovo was battling for business with state and local governments, especially agencies looking to spend Federal pass-through funding focused on public safety and infrastructure. Even as many endpoint decisions were becoming commodified, Lenovo wanted to highlight the entirety of its value proposition—technology, services, outcome partnership—in a way that resonated with public sector leaders.

Insights, Action, and Creative Strategy

Dialog needed to find a way to craft a message that was sober and credible but still managed to punch through the noise of tech marketing in the state and local space.

  • Dialog identified the most critical agency red issues and mapped those to Lenovo’s strengths in the market.
  • Conducted in-depth analysis of market levers and opportunities for sales alignment with marketing.

Dialog identified the most critical agency red issues and mapped those to Lenovo’s strengths in the market.

Conducted in-depth analysis of market levers and opportunities for sales alignment with marketing.

Development of a Value Proposition and messaging architecture supporting the core idea of technology that was “Built to Serve”

  • Connected with public service mission thinking
  • Emphasized steadfast reliability and confidence
  • Gave Lenovo a chance to talk about its engineering, including their industry-leading product QA
  • Delivered interactive sales training
  • Created interactive infographics and other campaign elements to illustrate Digital Government applications

“Dialog has a penetrating understanding of public sector buying behavior. This campaign struck the exact balance we needed, between being emotional and being informative.”

Brad Ries
Marketing Director

“These people are constantly getting bombarded. This jumps right out at them when we’re having sales discussions.”

Lenovo Sales Leader

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