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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."
About the client: 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.
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