We solve marketing problems for our clients. Here are a few examples of how we've turned problems into success stories - the proof of the pudding, if you like.
Blogs tip FlexiScale as a winner
Problem:
In 2007 XCalibre brought out a terrific new utility computing product, FlexiScale, designed for a hungry new market, Web 2.0 developers and start-ups. Its nearest competition is the mighty Amazon, so how do we get people to notice it without a mighty marketing budget?
Solution:
Launch FlexiScale at the Future of Web Apps expo and invest in Gold Sponsorship of the show so that we can schmooze with the top technical bloggers at the pre-show cocktail parties for sponsors and speakers.
Outcome:
FlexiScale had appeared on the top three blogs before we even got to bed on the night before the show. By next morning we had people wanting to sign up for it online from all over the world. Our stand at the show had visitors queuing to speak to XCalibre's techies who were all in huge demand. Web traffic during the period went up by 5,000%. Best of all, FlexiScale's positive comparison against Amazon EC2 continues to get online coverage that puts it high on the radar for the developer audience.
£50 million PR for Ford Th!nk
Problem:
Ford's electric city car, Th!nk, was launched to the world's press and broadcast media in London on 11 September 2001 just at the moment that the news hit about the Twin Towers. Press coverage of the launch was understandably curtailed.
Solution:
We proposed a media re-launch of the car in Edinburgh the following summer and persuaded the City of Edinburgh Council to give their full support to it.
Outcome:
Both we and Ford and were delighted when, one month after the re-launch, an independent audit confirmed that the value of the UK press and broadcast media coverage we achieved exceeded £1.3 million. Ford of Europe later revealed that the worldwide value was estimated to exceed £50 million, so the re-launch was considered a resounding success.
To download a BBC news item video clip (17.7MB) click here.
RSA Security Channel Sales
Problem:
This client's sales strategy made its Channel partners key to sales growth, but RSA Security still had to find a way to persuade them to learn about its products and actively use its online resources.
Solution:
We developed a full Channel support toolkit that includes a comprehensive pack of multimedia sales tools, regular newsletters and email updates as well as an incentive program to encourage Channel partners to keep up to date with new material available on the intranet. The toolkit is constantly updated and offers short and long formats to suit different users.
Outcome:
In the first quarter of this year 750 new customers were signed through the Channel and this is the 9th consecutive quarter to show growth since the start of the program. Our digital newsletter, RSA SecurTimes, even gets fan mail from resellers.
"SecurTimes is a unique channel support tool recently launched by RSA. It provides great EMEA specific market data and channel / product updates in a single regular format. Too often vendor channel information is distributed in a disjointed manner, from various unconnected worldwide sources to disparate contacts within our business. More often than not this leads to the wrong information being delivered to the wrong contacts in our business. In the rapidly changing security market, RSA have acknowledged the need to get territory specific "big picture" sales, marketing, product development and technical updates and messages to their channel partners speedily and accurately. RSA SecurTimes achieves this aim admirably. I think that this format could lead to copycat ventures form many of the other vendors that we deal with. Well done RSA!" Armadillo (UK) - RSA resellers
Sponsors for Fender Musical Instruments
Problem:
2004 is the 50th anniversary of the Fender Stratocaster and the company was looking for a way to maximise publicity around this milestone.
Solution:
We found them an important sponsor in another brand icon of America, Miller Genuine Draft, and 2004 will see joint branded celebrations worldwide including celebrity gigs from old and new guitar heroes as well as on-pack promotions featuring limited edition 50th Anniversary Fender Strats.
Outcome:
In this critical year Fender's message will reach a worldwide audience through some all new channels. This promotion will run in all Miller's key markets from Brazil to Turkey as well as in the USA, UK and Ireland. There's already been wide media coverage as a result of the Miller link and we've even persuaded The Scotsman, our national paper, to mark the anniversary with its own limited edition of the Strat to commemorate 50 years of Scottish Rock. In May this year Ash presented Hank Marvin of The Shadows with one of those special guitars to mark his role in making this a world rock icon.
If you've got a marketing problem, we'd love to hear about it and offer you some constructive ideas.
