DragonWave: A New HorizonThe ChallengeThe equation seemed straightforward: a solid company, DragonWave, with a competitive product. Add excitement around a solid value proposition and ta-da - you have global success. But, hang on. Service providers (SPs), globally, are not rolling out the red carpet to equipment providers. On the contrary. SPs are consolidating vendors, using Dutch auctions, instigating global bidding wars, and let’s not forget that there are a million competitors ready to buy the business. All of these elements make it a challenging time to be an equipment provider – to say the least. The Way ForwardThere is no way around it. Pensante worked hard. The messaging we created around the product had to be compelling, exist on many levels, and survive through the evolution of the product to its final destination. We created market pull through messaging that engaged the target audience and value based content such as white papers. The tactical campaign was aggressive and levelled at the field for timing and content. Success PointsPensante SLOW DOWN! We have too many leads!!! |
Tactical ElementsMessaging and content creationProduct naming strategy Campaign architecture and customer engagement strategy Collateral and tactical elements design, development, and implementation Tradeshow booth design Metrics reporting Customer quote:"When Pensante presented our product naming strategy and suggested earnestly that we name our new product the AirBanana 2000 – we fell off our chairs. Laughing that is. Not only does Pensante deliver the goods – they know how to have fun too. Priceless." |
