Branding

Developing a wireless software provider's identity in a crowded market

A wireless software provider had a great product, a CEO who understood the market and an insight into which customers to target. But the company lacked the money, time and staff resources to market its product. Under the leadership of SCAPR's Rachel Feichter, Susan Carol Associates were hired to understand why someone would buy the product, create a compelling sales story, develop a way to get actionable information to the right people, and create the appropriate marketing tools to support the sales staff.

From the beginning Susan Carol Associates understood that people like to touch and feel a product, yet constructing demos is very expensive. Our solution: Build an interactive Web site so that prospective customers could see the product on an emulator that closely models an actual user experience. At the same time, Susan Carol Associates created product sheets used almost exclusively on the Web site in pdf format. Susan Carol Associates added features every six weeks, but to save the expense of costly reprintings Susan Carol Associates displayed the new developments on the Web site. Also, our team created a multi-media CD for the client's product partners to demonstrate at tradeshows and elsewhere without our client having to incur the cost of travel to events and meetings. Ultimately, Susan Carol Associates created and built a product marketing and public relations division that uses technology economically to attract, capture and keep profitable customers.

To sell to the largest computer consultant group in the United States, as well as to other big customers, Susan Carol Associates had to demonstrate a deep understanding of our client's product and its market. Susan Carol Associates researched and wrote white papers on different aspects of the product and the market. In fact, Susan Carol Associates paper titled "Why Mobilize" is currently being used as the basis for a graduate school course.

Understanding Susan Carol Associates clients, their products and their markets is the way Susan Carol Associates have worked at SCAPR for more than nearly 20 years. In Rachel Feichter's decade-long career, she has served as a commercial real estate market analyst, as a consultant for the premier association in the biotech industry, and as a public relations associate...understanding products and markets.