Persuading software developers that it’s a good time to stop coding and consider the bigger picture is a hard sell. Relating to the human (and often painful) side of the tech experience helped TeamStudio breakthrough an ingrained mindset and upgrade its customer base.
We had to pick our spots. Whether an upcoming trade show promotion or a feature upgrade opportunity, the game was to grab attention and make our point in a disarmingly humorous way to overcome the target audience’s resistance to change.
Old fashioned, yet creative, direct mail often set the door-opening tone that follow up sales calls capitalized on to close the deal. No one every forgot why the Teamstudio sales guy was calling.
Layered integrated marketing programs of trade show promotion, online advertising and old-fashioned telemarketing produced 20% sales increases and significantly grew the installed base.