Antivirus software distributor
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 within the technical IT community
- limited profile in the Australian business community.
In previous projects we had:
- written its Australian brochures and case studies
- qualified various resellers, partners and prospective customers
- gained exposure in 7 key IT media
- represented our client at a major IT media forum, Influence Forum 2008.
Our client now sought to capitalize on exposure to date to launch a brand new PC security suite.
Challenge
To gain exposure in major IT and IT reseller media to increase the company’s profile and attract more resellers.
Solution
We:
- followed-up all media contacts made at the forum
- gained commitment from several to review the new suite when available
- collected press release material from our client, from HO (Europe ) and from the PR agency (US)
- re-wrote the material to appeal to the Australian market
- presented the press release to 62 media with individual email and
follow-up
- pre-release tested the software when available
- liaised with HO (Europe) and PR agency (US) during a launch delay
- managed media expectations during delay and associated challenges.
Results
In 3 weeks our client gained exposure in 9 key online and print media including:
- ComputerWorld, PC World, Australian Reseller News
- CIO, Government News, SmartHouse
- Istartedsomething.com—a leading IT blog.
Feedback
“Bloody ripper mate!”
Managing Director, Antivirus software distributor
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