Challenge

Define an industry category within the wireless industry for field services and create a movement among prospective customers and industry influencers. Increase awareness of Gearworks and its etrace product among key audiences, including customers, partners, media and analysts. Generate highly qualified sales leads for Gearworks.

Solution

Build rapport with appropriate technology reporters prior to etrace launch. Have customers and partners announce launch and use of etrace. Develop the CIO of Gearworks’ leading customer, Roto-Rooter, into a Gearworks/etrace evangelist and book speaking engagements at top industry conferences. Conduct one-on-one demonstrations of etrace with key reporters to show its simplicity, familiarity and practicality. Continually pitch customer case studies. Leverage the media coverage generated for Roto-Rooter to expedite partnership negotiations with prospects Nextel and General Motors.

Results

More than 40 million impressions in top-tier technology, trade and business media outlets, including Fortune, Business 2.0, CIO, Computerworld, Contractor, Field Force Automation and Frontline Solutions. InfoWorld feature defines market: “Simple, practical paves the way for wireless success.” Cover stories in top trades help land Roto-Rooter as client. Roto-Rooter case study campaign garners 26 million impressions and Wall Street Journal Online feature. Six enterprise and 28 small/midsize company leads referenced PR as the primary reason for their inquiry. (Within five months, four of the enterprise leads became Gearworks’ customers.)

Feedback

Rob Davis, former director, partner marketing: “Haberman and Associates consistently exceeded the expectations of Gearworks' management and Board of Directors. By carefully cultivating a network of strong, pioneering stories, Haberman secured media placements that were invaluable tools in closing deals with Gearworks' largest customers and partners including Roto-Rooter, Nextel and General Motors.”