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CustomerFirst Technologies
"Compact CRM" Success Story
Challenge
CustomerFirst Technologies was a mid-market provider of Customer Relationship
Management software. They were planning to showcase their CRM solution for
the small business market, Compact CRM®, at TechExpo technology trade show in
NYC. Compact CRM was designed to be a bridge between contact management
software and customer management software. Targeted for the small to midsize
business, it provided functionality that assisted marketing, sales, and
customer support.
The challenge was to generate “buzz” for an unreleased software product. This
was also CustomerFirst Technologies’ first trade show and they needed
materials to promote their appearance at the show, to hand out in their
booth, and at their seminar.
Solution
The team assigned to this client consisted of one of Voltaic’s creative
directors and a graphics person, myself the writer, the client’s software
developer, and the president. Together we were tasked with creating a suite
of materials that would not only describe the benefits of this software package
but also give it a bit of excitement in a market where promotional copy had
turned tired and dull.
In the brainstorming sessions, the software developer showed us a brochure he
had picked up at another trade show. With great zeal he said this would
really catch attention. On the cover was not that company’s logo but an
elephant. It’s theme of “largeness” was carried out in the copy within. The
Voltaic team scratched our heads as to how this connected with the product,
however CustomerFirst’s president felt we needed an “angle” and this might
have possibilities.
I asked to look at their packaging for Compact CRM and noticed that the
product CD in its jewel box was placed in a very small cardboard container.
The package graphics were plain and to the point. My first thought was how
nice all that functionality in that tiny package. That was when I suggested
the tagline “Big things come in small packages”. It was a big release in that
software space, it was a small footprint piece of software that did a lot of
what the “big” guys do, and it came in a smaller than average package. The
tagline was a hit. And it fit with the elephant planted on the cover of a
small brochure.
Working with the team I used this tagline as the center around which to write
my copy. We proceeded to develop the brochure on glossy paper with short and
to the point copy, used it as the headline in the press release, reduced the
elephant graphic and placed that and the tagline prominately on booth flyer
materials, and created a banner to hang in the booth that said “Can big
things come in small packages? Stop in and find out!”
Results
“Compact CRM, is indeed a small package that helps businesses accomplish big
things. This campaign and its clever tagline not only generated buzz at the
trade show but clearly got our message across. Our first trade show was a
huge success and we have the Voltaic team to thank for that” commented Arnold
Luger, president, CustomerFirst Techonologies.
View the brochure
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