Explaining Why a B2B Company Is
Different
 The
Challenge: Inclusion wanted to reach industry leaders and potential
customers both at trade shows and over the Internet to explain why
its turn-key software for managing online communities is so superior
to anything else on the market.
The Solution: We helped clarify the
client's marketing message and prepared a series of press releases
on various aspects of Inclusion. The initial topic was to highlight
the company's growth with a release on hiring of a new CEO, as the
founder stepped aside to become an "evangelist" and turned
day-to-day management over to an executive with a strong track record
in building businesses. Other topics included a series of releases
on strategic alliances with companies ranging from an online fashion
boutique to a natural foods firm to a Web design agency. We relied
heavily on electronic distribution, as well as new online news sites
designed specifically for and restricted to journalists. Press releases
also were distributed to prospective customers at trade shows.
Results: Stories about Inclusion were
carried by online news services such as Yahoo, as well as Silicon
Valley print media such as the San Jose Mercury News. Distribution
of news releases at trade shows also served to position the company
as a leading player in its field.
<back to case
study index> <next case
study>
|
