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Strategic Marketing Case Studies


Computers and Software

Problem: In the early 1980s, with a new retail category—computers & software—only beginning to develop in the US, broad segments of the business and consumer marketplace remained unexposed to the benefits of personal computing.

Challenge: The client—a producer of industry-specific sales expositions—asked us to create and present a series of sales seminars for computer resellers in major US markets. With limited time and growing competition, the challenge was to produce and present seminars designed to introduce resellers to exposition-style selling as a means to broadening and deepening market penetration.

Action: In the space of only a few months we: "Wrote the book" on the benefits and methods of exposition-based marketing for computer resellers. We then produced a persuasive, multi-image slide show highlighting key features and benefits of the exposition process. Soon thereafter we scripted and presented presentations to audiences of hundreds of computer resellers in major US markets, including Houston, Detroit, Pittsburgh, Los Angeles and San Francisco. Later versions of the production were presented in virtually every major US marketplace.

Result: Our client strengthened its hold on the computer exposition industry, created the leading brand image among regional computer resellers by sharing knowledge and expertise about a mass-market product, which drove customers directly to exposition exhibitors. A no-less important benefit accruing to the client was enhanced brand equity of its national expositions, which in that time period (1980-'83) grew to become the largest and heavily attended in the world.

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