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Marketing collateral case study: Hyperwave

Technology company Hyperwave has recently turned to Writing Machine to create a new suite of collateral designed to help it thrive during the recession.

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."

 

 

Hyperwave
Hyperwave delivers world-class Enterprise Content Management (ECM) and collaboration solutions at Small and Medium Enterprise (SME) prices. Its broad portfolio of products and solutions helps businesses drive efficiency, protect corporate information and ensure compliance with legal requirements.


 

"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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