Case Studies
SecureLogix
In a crowded high-tech world, company begins to create their own market space
Challenges
- Attracting the attention of the media to a relatively obscure telecommunications security company
- Getting industry analysts to talk and write about the company and their products
- Creating a new market category for SecureLogix, in which their telecom security platform becomes known as the first of its kind
Actions
- Created new and consistent messaging for SecureLogix and its product
- Aggressively pursued industry analysts through a press tour and numerous telephone conferences
- Guided the company in revamping and expanding their press materials
- Developed a program for submitting abstracts and contributed articles, targeting key publications
- Secured appointments with key members of the press at trade shows
- Arranged for evaluation units of SecureLogix's product to be sent to target publications
Key Results
- Awarded 2001 "Best New Security Product" by SC Magazine
- Received requests by industry analysts to visit the company and study its platform
- Gained the attention and respect of analysts, several of whom now also serve as references for SecureLogix
- Secured extensive evaluation of the company's product by Network Computing as well as other key publications
- Expanded media coverage into new vertical markets
- Dramatically increased the extent of media coverage to include feature articles in major publications
- Gained reputation among analysts and the media as being the only company providing telecommunications security of its kind
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