Marcom Success Story
Supporting a Product Launch
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.
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.
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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