CASE STUDY: Corporate and Product Launch

SITUATION
A fiber optic start-up company was ready to come out of stealth mode to market its first product. The challenge was to launch the company at the industry’s leading tradeshow in nine weeks—on a shoestring budget.

APPROACH
As the interim marketing team, Volny Consulting set up an on-site office. Working hand-in-hand with our client, we developed targeted messaging, collateral, a website, a multimedia product presentation, and high-end PowerPoint analyst and product presentations. In addition, we handled all the launch activities, including a press and analyst tour, booth design and implementation, a traffic generation campaign, and a follow-up program.

RESULTS
The launch established the company as a competitor to watch, and more than exceeded our customer’s expectations.

Additional Projects:

  Differentiated Value Proposition
After evaluating market trends and competition, we redefined a software company’s value proposition to increase its competitiveness with its target markets.

  On-Target Corporate Image
Most of the company’s marketing dollars were spent on tradeshows, yet the image and messaging projected did not position the company in its targeted space. We evaluated and rebuilt the program, substantially increasing visibility and attendance by key buyers.

  Pricing and Packaging
Conducted surveys of businesses and consumers to determine the most profitable service bundling options, plus adoption rates at various price levels.

  Effective Sales Tools
After validating the value proposition with customers, we created collateral, PowerPoint, and multimedia presentations that enhanced salespeople’s ability to position the company’s products.

  Ongoing Sales Training Program
After assessing internal needs, we designed a corporate-wide sales training program including technical training, product updates, company positioning, and competitive analysis.

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