Antivirus software distributor

Project 1 - Prospecting and PR

See also

Project 2 - Market representation Project 3 - Product launch

Background

The company was the sole Australian distributor for innovative and highly awarded European PC security software. The company had been distributing the software for over 5 years and had:

a sizable business based on 800 small resellers
customers who were mainly small businesses or single users
international recognition with the technical IT community
limited profile in the Australian business community
no profile as a corporate solution
a product which out-performed its major competitors
limited selling tools tools apart from a corporate website.

Challenge

To raise the profile of the product to Australian media, resellers and potential end-users, quickly and cost-effectively.

Solution

We:

interviewed 2 small but high profile clients and wrote their case
studies
pitched them to key IT security media, IT journalists and IT triallists
created new end user and reseller sales tools
identified high potential target segments using our PosMaxTM process
prospected 42 resellers, 2 PC makers, 10 retailers and 38 end user
organisations

Results

In 8 weeks our client had gained:

4 placements in key Australian security and IT media (including the
Australian,  the Age and Government News)
8 resellers to mid and larger sized organisations keen to trial the
product
3 IT journalists who had agreed to trial the software
1 PC maker interested to trial the software
6 end user organisations interested to trial the software
A plan to leverage our work to produce sales

Feedback

“This is bloody good work!”
Managing Director, Antivirus Software Distributor

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