|
|
|
 |
Success Story - ZipFoam, Inc. |
| |
|
Scenario:
United States based insulation installer stopped using a well branded, nationally recognized insulation
product to private label a lesser known brand of equal quality. This bold move took place in a highly
competitive market. |
| |
|
Strategy:
Create a corporate identity, but leverage good will
created under the former company name. Create awareness of the identity change and highlight their unique building practices,
rather than the product switch. Position company president as an indoor air quality expert with solutions to such
problems as “sick building syndrome,” and direct media attention to his expertise on that topic. |
| |
|
Implementation:
Revamped corporate identity and provided a smooth transition into the new product line.
Launched new company image through direct and electronic mail to customers, builders and the
media. Sent out press release and increased activity in industry shows and indoor air quality
association events.
Aggressively promoted new web site and submitted articles to industry publications to promote the
environmental benefits of the new product and indoor air quality expertise of the company president. |
| |
|
Outcome:
Company president has been featured in industry journals and web site has generated nationwide
inquiries. |
| |
|
For more information about this company, visit:
http://www.zipfoam.com
|
| top of page |
|
| |
|
| |
|
| |
Success Story - net>HIRE, Inc. |
|
|
Success Story - net>HIRE, Inc. top of page |
| |
|
Scenario:
Software developer created a cutting edge product during an economic downturn in the high
technology sector. Venture capital dollars for such companies were extremely difficult to come by. |
| |
|
Strategy:
With little or no capital outlay, prepare the company to take advantage of a future economic boom (or
buyout opportunity) by slowly introducing the product to a well targeted audience as well as selectively
present a venture capital presentation to position the company to be top-of-mind when high tech sector
turns around. |
| |
|
Implementation:
Developed and documented business and marketing plans, venture capital message as well as product demonstrations and an interactive
web site offering an online demo.
Identified and documented target customer qualification criteria (by industry) to enable a focused sales
effort when company becomes funded. As well, developed sales training materials for future sales
team. |
| |
|
Outcome:
Product has gained some brand recognition both within target markets and venture capital community.
Customer qualification process resulted in identification of
necessary product and supporting documentation improvements .
Company is well positioned to take advantage of
next high technology upswing and is currently entertaining buyout opportunities. |
| |
|
|
For more information about this company, visit:
http://www.net-hire.com |
| |
|
top of page
|
|
| |
|
| |
Success Story - Footmaxx Holdings, Inc. |
|
|
Success Story - Footmaxx Holdings, Inc. top of page |
| |
|
Scenario:
Canadian custom foot orthotics manufacturer introduces a revolutionary product to the medical community and has eyes for
the U.S. market after a round of financing. |
| |
|
Strategy:
Overcome skepticism of U.S. podiatric community and gain a foothold in the Canadian marketplace.
Create brand awareness with physicians and end-consumers (patients) alike, and create a stream of inquiry
from patient to doctor to enable rapid market penetration. |
| |
|
Implementation:
Secured endorsements from prominent Canadian physicians and undertook sponsorship of clinical studies to
support medical claims. Unveiled products at significant industry trade shows in the U.S. market.
Created and aggressively promoted (through published articles in local newspapers and broadcast feature
stories) information rich web site
allowing patients access to information about medical conditions treated with this product and a directory
of “cutting edge” physicians using the product.
|
| |
|
Outcome:
Company received significant media exposure creating a steady stream of interested end users (patients)
to the web site (2,500+ weekly) which in turn created a steady stream of inquiries to physicians about
these products.
Doctors already using this product enjoyed an increase in their revenue, and doctors not using the
product realized the value proposition of adopting it into their practices thereby increasing the
distribution base throughout North America by 215% which resulted in an increase in sales of 120% during
year one. |
| |
|
|
For more information about this company, visit:
http://www.footmaxx.com |
| |
|
| top of page |
|
