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Hyperwave’s challenge
The current
economic climate clearly has implications for the type
of things that organisations sell – and the marketing
and sales activities that they adopt in order to sell them.
In particular, it means that their messaging must change
so that it is optimised for the current commercial landscape.
For some companies, making this change
has become critical to survival. For others, such as Hyperwave,
it presents a
tremendous commercial opportunity.
“The problem was that our marketing
was very technical,” explains
Mike Woolley, Hyperwave’s Vice President of Business
Development and Marketing. "I felt that the content
developed for the business a few years ago was no longer
meeting the
objectives of the business in 2009.
"We needed to change our messaging
to refocus it directly at budget holders. Today, we must
promote solutions and tangible
benefits to companies operating in tough times, rather
than rely on our technological advantage.”
Things came
to a head as Hyperwave was preparing for its stand at CeBIT,
the annual technology trade show. This
is a critical
sales opportunity for the company and Mike was determined
to create and launch new collateral that positioned them
properly
for the times.
"It was a demanding brief," continues
Mike. "A brief
that was critical for our business because it involved
helping reposition us as well as writing collateral. What's more, all
this had to be done rapidly."
Writing
Machine’s
solution
To start the process, Writing Machine
facilitated a day of positioning consultancy with Mike Woolley
and Hyperwave's
UK MD, Chris Brice, based upon messaging techniques
implemented with companies including IBM, BT and Unisys.
“This highlighted that Hyperwave's
collaboration solutions are ideal for organisations wishing
to improve operational efficiency," says
Paul Ayling, the MD of Writing Machine. "What's
more, they do so far more cost-effectively than the
competition.
This message had to become the leitmotif of all Hyperwave
communications going forward.”
Mike Woolley believes that although the final messaging
is simple (as, indeed, it should be), getting there
was very
much easier with external help.
"Writing Machine’s extensive
experience of messaging was immediately apparent," he
says. "As a result, the
day was both challenging and reassuring – but
above all, successful. What's more, because I provided
a purchase order
for further work, Writing Machine carried out this
positioning work free of charge.”
Results and
benefits
With the positioning documented, Writing
Machine was able to write a new Hyperwave corporate overview
folder
and
14 sales
sheets within just ten days.
"The speed with which the entire
suite of collateral was produced was impressive," says
Mike.
"The great thing was that once the
messaging had been done, the Writing Machine team were focused
on getting the
right messages produced in the right style and in time for CeBIT.
"The fact that they achieved this
is testament to their professional attitude and robust editorial
process which ensured
that first draft copy was nearly perfect."
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