Customer Success

Penetrating with Your Technology Marketing

September 8, 2010

Velocity, a large-scale marketing firm based in the United Kingdom, began a study that aimed to exploit the power of content in technology marketing.

At the outset of their project, their goals were simple-yet-demanding. They wanted to position themselves firmly into the technology market segment they were shooting for, reach a financial director audience that they previously made contact with before and schedule meetings with senior executives to push their product.

The core content was a 52-page guide to shrink titled “Out-Think Shrink,” the retail industry’s term for loss. The guide itself wasn’t technical and focused on the three main components that trigger shrink. The guide was not intended to be a fluffy brochure, and instead, it was a “call to action” for the entire retail industry. To get the word out, a comprehensive campaign was launched, complete with public relations blasts, seminar showings and an outreach initiative for companies that were a good match for the guide’s message.

In the end, the project was the sort of overwhelming success that typified the achievements that can be realized with detailed planning and deft execution.