Antivirus software distributor

Project 1 - Prospecting and PR

See also

Project 2 - Market representation Project 3 - Product launch Project 4 - Smart technical writing

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 PosMax™ 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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