StartUp Strategy Formation

Create Technical Marketing Collateral

Situation: Netcell Corporation, a Storage Processor Company, was trying to hire a Marketing Manager and wanted to proceed with the launch of the first product at CES and Comdex. The CEO and myself were to provide the Marketing Management role.

Problem: The new product positioning material and typical collateral did not exist, and needed to be created. The CES and Comdex trade show needed a Show Manager to lead the support staff for a successful Launch Event.

Solution: We created the launch material and collateral for attending CES and Comdex. This comprised of posters for the back of the booth and product collateral and press kits. We defined the product technology demos and booth positioning.

Benefit: We conducted press interviews on Comdex TV and held press/analyst meetings at the booth for Netcell. We also provided competitive analysis from show attendance and new customer identification for expanded key lead generation.

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Situation: Morpho Technologies, a High-End Parallel Reconfigurable DSP Company, needed to update their original website and collateral. Most of the collateral did not exist in any form.

Problem: Most of the collateral did not exist, and needed to be created, by reading the engineering specifications (that was all there was).

Solution: We read each engineering specification and conducted competitive product analysis for each piece of collateral. We then created collateral using the agreed upon format and style, and named the new products with help from marketing help.

Benefit: Morpho now has a complete set of professional collateral, and can now define their complete product offering (hardware cores and software tools). This collateral was used to build a the first complete marketing handouts. The concepts were also used to update the website.