Case study: Change of company direction: From consultancy to products
Situation
The client company had operated entirely as a software consultancy. They proposed to move into sales of their own
specialised software products, reducing consultancy provision to external organisations.
Action
Market Intelligence. PRO researched the new market, providing suggestions for applications, generating a list of potential Key Opinion Leaders to approach for discussion of new products, and identifying potential events and trade shows. PRO also produced a qualified list of prospective customers.
PRO's strategy and communications services included:
- • Branding of new division and product, including names, product range names and logos.
- • Development of a functional 'do what it says on the tin' approach to fit in with highly technical target market.
- • Production of a new product-based website to showcase products.
- • Production of literature including technical brochures and application notes.
- • Planning a product launch at a key event.
- • Event support: organisation of event attendance and marketing requirements, including stand banners, backgrounds, literature and Powerpoint presentations.
- • Attendance at key events.
- • Publicity: the launch and production of subsequent issues of a regular newsletter for key customers and potential customers; writing, distribution and monitoring of PR.
Result
The client company have now moved entirely to being a successful product-based organisation,
achieving global sales within their technical market.
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