Case 7 - VACME support for Beptech

Qi3 recently completed a project to provide a full product introduction for Beptech, the Thames Valley-based subsidiary of 300-person company Burke E Porter of Grand Rapids, Michigan. This case study will give you more of an idea about how we worked together over seventeen weeks to achieve Beptech’s requirement to launch the product at a major show. Of course your needs may be different – so we hope this gives you some practical idea about the way we work.

The product, REDgrid, is a radically new approach to the control of complex dynamic systems in real time. REDgrid, means Rapid Engineering Development from intent to implementation. It is a hardware / software platform with which engineers can rapidly create real-time test, measurement, control, and automation applications using powerful hardware modules and intuitive software. It achieves high performance control of dynamic systems in aerospace, automotive, defence and research applications. REDgrid is used in test, research and development and quality assurance environments.

For convenience, we have described our activities in phases, although with so little time to bring the product to market, there were rather more overlaps in reality.

Phase 0 – prior to engagement (12 days)

Beptech found Qi3 on the Internet. Just like you. The Managing Director liked our style and contacted us for a chat. A few days later we met up and discussed the product in detail. We like to understand the technology, product, market and level of existing understanding before identifying how we can add value.

This was followed quickly by a discussion document, which included a detailed plan for the next month, and an estimate of requirements for the four months to product introduction. A couple of revisions later and the project programme was agreed. (Our final bill for this phase was within 5% of the estimate – although we can’t promise to be as accurate every time)!

Phase 1 – product marketing

Working back from the exhibition date, to stay on target we had five weeks to assemble the right team and fully understand the competitive landscape, market segmentation, market entry tactics and competitive positioning. In short, was the product as good as it first seemed. We brought together a team of experienced sales and marketing staff from within Qi3, augmented by an associate who has specific knowledge of control systems engineering.

In this phase, we carried out the following tasks:

• Understood the product technology*
• Absorbed Beptech’s knowledge to date*
• Analysed competitors and ranked them
• Developed a first and second cut segmentation and targeting strategy
• Prepared positioning statements and key benefit messages for the product
• Critiqued the business plan and suggested improvements
• Developed a marketing communications plan for the product introduction, with a budget
• Short-listed marketing communications agencies from our Qi3 network who we felt would have the right degree of creativity and execution ability within the time and budget constraints. We sent them a briefing document and asked them to pitch.

* These elements were carried out free of charge according to our “Learning Commitment” policy. We won’t expect to “borrow your watch to tell you the time”. We need to learn from your existing experience, but that’s our investment, not your cost.

Phase 2 – product introduction

We then had twelve weeks, including Christmas, to realise the strategy. In the first three weeks, we:

• Appointed Lime Group as the agency
• Named the product (using a system developed to incorporate the engineering attributes of the product)
• Supported trademark registration, domain name acquisition
• Developed a brand identity, logos, stationery, web site design, brochure and technical literature layouts, colours, fonts and styles
• Carried out a short market survey to test the product attributes and competitive positioning
• Agreed a detailed budget for the agency work
• Started developing technical text for all of the communications materials

Then after the Christmas break, we:

• Designed the stand and demonstrators
• Developed a multimedia presentation
• Created all of the text and photography for the web site, brochure and applications briefs
• Developed a new business plan
• Had PR inserted into web sites and a well-known trade magazine
• Mailed potential visitors to the exhibition
• Trained the engineers who would be on the stand

By the end of February, we were all in Hamburg, on the exhibition stand, carrying Beptech business cards. You couldn’t tell who was from Beptech and who from Qi3 – we’re just the REDgrid team. When the doors of the exhibition opened we were ready with mugs, foam aeroplanes, demonstrators and most importantly a motivated and knowledgeable team all ready with a message – to sell REDgrid’s benefits to the aerospace test market.

Phase 3 – preparing for launch, developing the Beptech team

We’re in this phase now – so watch for an update in a few months’ time. We are currently:

• Recruiting a heavy-hitting sales manager to head up the Beptech European sales effort
• Databasing all the leads on a CRM system
• Following leads and converting them into reference sites
• Developing new PR
• Preparing to hand over to the sales and marketing team as they come on board

Did we enjoy it? Most certainly.

REDgrid at the Aerospace Testing Exhibition, Hamburg, 2003