Problem: Hardware manufacturer needs to introduce first-ever software product.

Multi-Laser Inc. is a major manufacturer of compatible printing supplies. In the past 15 years, the company has produced more than 2 million toner cartridges and developed a wide network of resellers. Their typical reseller knows a lot about toner... but not so much about software.

So when Multi-Laser created innovative software to help dealers build their businesses, company executives needed a set of marketing materials to explain it. And with a major trade show coming up the next month, they needed it in a hurry.

The company's ad agency created some effective visuals and a slogan. But the agency couldn't explain the technical details of the product.

Solution: To help Multi-Laser go to market, Gordon Graham teamed up with his brother Gregory Graham, a professional engineer with an MBA and a focus on strategic marketing.

Together we scheduled a one-day technical briefing at Multi-Laser's site. Gregory led a workshop to review competitive products and help clarify the product pricing and bundling strategy.

One week later, we delivered a major chunk of work: a forecasting spreadsheet, a plain-language dealer agreement, two press releases and two data sheets. The next week, we delivered the outline and Executive Summary for a 10-page white paper. Everything was accepted by Multi-Laser with minimal changes.

"We couldn't be happier with the results!" says Laura Kittner, Multi-Laser's Marketing Manager. "It was like you'd been sitting with us for a whole year while we did our planning, instead of just one day. You grasped exactly the message we wanted to send our dealers. Everything you did is solid and bang-on!"

At the trade show where Multi-Laser unveiled its software, the company quickly found a number of partners keen on using it. It was the beginning of the new software's successful rollout.

TO TOP

Launching a New Product?

Need to explain unfamiliar technology to a tough audience?

We can help you produce quick, cost-effective materials to go to market, just like we did for Multi-Laser. And we won't waste your time doing it.

To make your product launch a success, call Gordon & Gordon today!

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