Australian security vendor

Project 1 - Compelling collateral

See also

Project 2 - Marketing plan Project 3 - CRM Analysis

Background

This Australian vendor has created an intelligent, integrated, modular security solution that is used in the most demanding client environments including defence, intelligence, law enforcement, finance and taxation in Australia Europe and Japan. The solution is complex, feature rich and includes patented intelligent security technology.

The company has:

• Limited in house marketing personnel
• Several very loyal, high profile clients who are advocates
• Significant technical capacity and resources including reports and analyses
• Sales tools which are technically complex and comprehensive
• A reputation for high performance, reliability and robustness, gained over 14 years.

Challenge

To define the company’s competitive advantages; to create a suite of collateral including conference signage and a new tagline; to complete the project in 4 weeks in time for a major UK security conference.

Solution

We applied our in-house processes to analyse 2Gb of marketing and product information:

• FabMAX to define all the benefits of all the functions
• PosMAx to define the key competitive advantages
• PosSUM to encapsulate key messaging, positioning and voice.

We used the results of these analyses to:

• Draft 4 key brochures summarising the main offering and its 3 key modules
• Provide multiple options for messaging, taglines and posters
• Manage technical input and edits for all the above by 4 company personnel in 2 countries
• Distil their input and ours into a small number of usable tools.

Results

• 3 tools that distilled the vital elements of the 2Gb of provided information
• 4 printed brochures that defined the product clearly and competitively
• A tagline that leveraged the company’s patented process and reputation
• A range of posters that encapsulated the company’s positioning and offering
• Completion and printing of all collateral on time and on budget.

Feedback

“Permission to rejoice with reckless abandon - the final versions look great. Thank you for your speed and perseverance”

UK Sales Director, Australian Security Vendor

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