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Product Marketing: Software
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CHALLENGE
The Client, a provider of library automation solutions, is launching a new version of their
capstone software product. Marketing of earlier versions of the software were targeted to early adopters. New product branding is now needed to help the Client appeal to the majority market.
The new software version is called ‘Enterprise Koha’ replacing the previous product name ‘Koha Zoom’ in order to emphasize the stability of the software.
SOLUTION
Marketing of earlier versions of the software were targeted to early adopters. Early adopters are customers that see themselves more as rebels and risk-takers and are willing to take risks on new companies and new products. They are more interested in the features of a software product than the stability and credentials of the company. The Client has been successful in appealing to this market.
New product branding is now needed to help the Client appeal to the majority market.
Customers in the majority market are not risk-takers. They are very interested in the stability of both the product and the company.
Color Palette
The new product branding employs a new blue color palette
designed to appeal to more conservative customers and to
emphasize the stability of the company. A shade of the
green used in promotional materials historically is used as
an accent color in the new promotion to provide visual
continuity between the old and new software versions.
Copy
Copy several messages critical for appealing to the new target market:
- Trust: “The Most Trusted Name In Open Source”
- “Solid. Recognizable. Trusted.” “Best in Class”
- Company Stability: Client’s stability as a company. Number of clients already supported. Reassurance that the business is sustainable in a volatile economy.
- Community Stability: Emphasizing customers, enterprise enhancements, community service.
De-emphasized are former messages highlighting the Client’s unique business model and the product’s basic feature set, which are messages counter-productive in appealing to the majority market.
SUCCESS
The new color palette and new content are seamlessly incorporated into a wide range of marketing materials. The product branding efforts successfully move the Client from the Early Adopter to Early Majority market. This successful transition to the Majority market becomes a major factor in creating company value and influencing the successful negotiation of the future sale of the company.
Websites: Logistics
CHALLENGE
The Client has a patent pending on a new ISO container moving system and has less than two months to establish a comprehensive corporate presence and develop product branding/strategy in preparation for the company’s trade show debut.
SOLUTION
Website
The Client has a limited budget to work with, so the QuickLoadz website is built using WordPress–a framework which easily allows non-programmers to add/edit website content. This prepares the Client to assume control over website management while he works towards building the business to afford ongoing marketing assistance. It includes, per the Client’s request, a heavy focus on branded video footage of the product in action. All product videos are uploaded to YouTube and embedded into the website using an intuitive gallery management plugin.
YouTube hosting accomplishes three things: 1) saves the Client money by offering free hosting for the large video files 2) provides SEO juice to the new QuickLoadz website 3) lets the Client use a platform he’s already familiar with to add videos in-house.
Trade Show
The Client is assisted in evaluating the best way to cost-effectively meet QuickLoadz’ goals at the company’s trade show debut. The Client wants to use the trade show to attract a manufacturer to license his patent and/or secure the interest of a large end user, but has no product ready to sell. The expenses of trade show marketing are drastically reduced by creating an eye-popping, but minimalist, booth presence. A professional product video is created for QuickLoadz and the Client (per our advice) plays the video in the booth using a digital projector/screen he purchases for less than the cost of renting the technology one time.
Promotional budget goes towards creating branded USBs loaded with the product video for leads to take home. An 8.5×11 brochure that can be printed in-house is created to give the Client a chance to assess the effectiveness of the branding messages before investing in
professionally printed brochures.
The Client is trained in effective boothing techniques, enabling him to qualify leads and test his business development assumptions. Private meetings are scheduled between the Client and the desired target manufacturers prior to the show. During the show, Client secures several large customer leads to carry him into the next phase of business development.
SUCCESS
The Client’s trade show debut is a resounding success. The target market represented by the trade show is validated. Post-show business development assistance results in the Client making a major strategy pivot.
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QuickLoadz Promotional Video:
Product Marketing: Web Services
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CHALLENGE
The Client is launching a new cataloging web service called ‘Biblios.net’. The Client needs a brand and marketing strategy which will appeal to its target market: catalogers and library directors. Catalogers are known to be a conservative market, generally turned off by flashy graphics. How to create a memorable brand which will appeal to a conservative market while still reflecting the Client’s playful corporate branding?
SOLUTION
- The Biblios.net logo is based on the “American Typewriter” font, a playful variation of the conservative typeface made popular by nonelectric typewriters.
- All lowercase letters reflect the company’s playful brand.
- The symbol chosen to accompany the text is a common symbol unique to cataloging and used by catalogers daily. Every cataloger will immediately recognize it and understand that this is a product directed at them.
SUCCESS
Biblios.net grows into the world’s largest database of freely-licensed library records. It is well received by its target market, with users contributing over 35 million records within two years of its launch. As of 2009, Biblios.net boasted 4,000 users worldwide.
The Biblios.net brand continues to translate superbly to many media, including:
- Exhibit signage
- Web graphics
- Print materials
- Promotional items