LogicaCMG : Repurposing a tool as marketing

A standard and commonly used device ion the web tool box is deployed to good effect as a marketing feature.

The Site

IT services and systems provider LogicaCMG does business in various sectors and in 35 countries worldwide. Its customer list can be inspected in Clients, a featured part of the Company section of its website.

Reached from the section menu, the Clients page is headed by a suite of dropdown menus that allows LogicaCMG’s customer list to be searched by business area, location (country) and letter of the alphabet plus a keyword. Results are displayed beneath the search tools and over several pages if necessary to avoid scrolling (the full list covers 717 names). Lists show only the names of organisations.

The Takeaway

Menu-based searches are a standard and commonly used utility in the web toolbox. What LogicaCMG has done is take this universal device and find a new use for it as a marketing feature.

By using the tool the company is able to show off its impressively large client list in an engaging and memorable way. Who could resist typing in a few coordinates and seeing what comes up? It may sound simple, and there may be a strong element of corporate vanity involved, but that’s not a bad formula for good marketing. Links to a few case studies would make it even better, but LogicaCMG is canny enough to keep links to its Contact form and Worldwide Directory (‘Offices’) within easy reach.

First published on 11 October, 2005