Blinco Systems, Inc.

Line of Business

Bottom Line

Target Audiences

• Fortune 1000 enterprises in retail, manufacturing and consumer goods requiring supply chain and global logistics management
• Fortune 500 manufacturers
• Third-party providers of supply chain or global logistics management
• Top 10 management consulting/systems integration firms

Market Challenges

• Small Canadian supply chain management software company seeking US clients lacked visibility or credibility among industry analysts or influential trade media, both significant sources of credible information for prospects
• Limited client list and one-person sales force
• Competitor's commanding marketshare of retail industry with a particularly limited and inferior product further checked analyst and media interest in the product category

Strategic Approach

• Leverage marquee clients and their willingness to serve as referrals
• Build on tacit recognition of market leader's product shortcomings to convince industry analysts of a better solution
• Initiate product demonstrations and discussion of customers' needs, backed by proven client experience, to demonstrate superior product performance including ease of use and breadth of capabilities

Marketing Services

• Media Relations program to generate interviews, influence key trade media to cover supply chain management issues in ways that highlight the need for comprehensive and cohesive solutions
• Analyst Relations programs to inform about 3rdwave software and Blinco Systems, including direct communications, presentations and tours
• Booth display materials and in-booth presentations for trade shows
• Presentations for four media and analyst tours scripted and created
• Spokesperson coaching to effectively present audience-appropriate key messages
• Customer success stories for placement in key trade journals

Outcomes

• Media and analyst tours to Chicago, greater New York, Detroit and Boston reached every major industry analyst firm focused on supply chain management in the retail, consumer goods and automotive industries and approximately two dozen weekly and monthly publications providing horizontal and vertical market coverage and IT-industry coverage
• Participation in four major trade shows extended reach, visibility and company credibility for more effective sales efforts
• Increased attention and understanding by analyst firms and coverage in industry reports generated prospect inquiries
• Increased visibility in the media through mentions, quotes and use of seven case stories demonstrated company credibility leading to additional prospect inquiries