To make ZANTAZ stand out in the crowded field of digital data storage.
Reverse business decline and overcome market stagnation.
Strategy:
Reposition ZANTAZ from a provider of storage technology to an expert
in applying archiving technology to meet the compliance requirements
of regulated industries. In other words, position the company on the
basis of a market niche need rather than an "all things to all
people" product offering. Regulated companies, such as securities
brokerage firms, must comply with regulations governing record-keeping,
e-mail supervision and archiving, and access to digital documents.
We created a business category, Compliance Technology Solutions™,
which ZANTAZ could own.
Execution:
Extensive media
relations program around ZANTAZ as a thought leader on regulatory
compliance.
Customer and
media roundtable meetings with experts on compliance.
Media interviews
with ZANTAZ spokespeople for commentary on corporate responsibility
issues arising from post-Enron business coverage.
Direct marketing
campaign, off- and online, to compliance officers in financial
firms.
Compliance
Technology Quarterly newsletter
Corporate
positioning brochure
Website redesign
to reflect new positioning
Ongoing
media outreach campaigns worldwide
Results:
Extensive favorable
coverage in a wide range of business media, including the Wall
Street Journal.
Highly qualified,
high-value leads from direct marketing.
According to
the Wall Street Journal, "ZANTAZ expects revenue this year
to climb 300%. The company will see its first profits early
next year."
Zantaz Mailer -