Scandinavian equipment manufacturer sought entry into US market for video telecommunications products.
Challenge: Enter market dominated by entrenched vendors serving an oligopoly customer base.
Solution: Reach down the value chain to generate "pull" using understanding of international technology trends.
Identified competitive advantage in products' adherence to recently-established international standards. Created a white paper marketing program to educate non-technical executives of target end users about the business advantages of standards-compliant products. This generated "pull" sufficient to move key prospects to become client's customers. White paper yielded additional value to client when client's customers requested use as a marketing tool.
View "pull" white paper targeted at non-technical executives of end users.