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Problem: An early application service provider wished to sell a completely new and unfamiliar type of product and delivery method to the market. Solution: Develop collateral pieces appropriate to each stage in the customer’s learning process. Three information tiers were needed in this case. An attention-getting brochure that focused on the technology vision was used in direct mail, at trade shows, and for initial customer contact. As a follow-up mailing, a technical datasheet and customer case study explained the product in detail. Finally, customers were provided with a white paper that addressed common customer objections. This educational/evangelizing strategy was reinforced by a PR campaign. As a result of the complete communications package, the company was regarded within the year as a thought leader in the emerging industry. |
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