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Micro Solutions' RoadStor |
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Gateway's Handbook |
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Zenith Data Systems' CruisePAD |
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Life Fitness' Lifecycle Exercise Bike |
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Zenith Data Systems |
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Mediaphile AV Technologies |
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Distributed Bits |
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Start-up Company
The Company: Distributed Bits, L.L.C.
The Product: ResponseNow
The Challenge:
Start-up Distributed Bits was developing a product to help companies manage, track and respond to e-mail messages received from customers through their Web sites. The new company wanted to position itself as a leading developer of innovative customer e-mail management products and solutions, but had limited marketing dollars and not much executive experience in product development to tout. Although the product category was new and not fully defined, competitive products already were gaining attention before Distributed Bits was ready to launch its product, ResponseNow. The challenge was to establish and position the company as a leader in this new category, without announcing the product until it was ready to ship, and to do so on limited funds.
The Strategy:
Gibson Communications' strategy was to target key industry analysts long before the product launch date, so they would be aware of Distributed Bits and would consider including the company in timely reports and materials. So in September 1997, six months prior to the target ship date, Gibson Communications arranged and managed a tour to key industry analysts that were beginning to study this emerging market. Under NDA, Distributed Bits briefed analyst groups including META Group, Giga Information Group, IDC, Aberdeen Group and Business Research Group about the company and its forthcoming product ResponseNow. During the ensuing months before the launch, Gibson Communications kept the analysts apprised of Distributed Bits' progress and ResponseNow's target launch date.
When Distributed Bits was ready to formally announce the product in March 1998, Gibson Communications arranged another media tour that included key computer trade, telemarketing and call center solution publications. Gibson Communications also developed a complete kit that was distributed to all target media and analysts. Finally, Gibson Communications actively pursued interview opportunities for Distributed Bits Founder and President Derek Scruggs.
The Results:
Several analysts were so impressed with Distributed Bits and ResponseNow they contributed quotations about the product and its market need for use in our media materials. After the launch, more than 40 stories and story inclusions appeared in the client's target publications. ResponseNow garnered an Editor's Choice award from Telemarketing & C@ll Center Solutions and was named 1998 Product of the Year by C@ll Center Solutions. In addition, President Derek Scruggs was quoted in numerous stories about the importance of e-mail management.