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.
The Golden Group—
Inspiring the imagination,
stirring the soul!
Copyright 2002, 2014 The Golden Group.
The Golden Group is a marketing, creative and Web services firm
located in the Metrowest area of Greater Boston, Massachusetts.
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