Product Marketing Support for Tech Firm

CuroGens Product Boxes mv360-03CuroGens, Inc. is a systems integrator serving the IT and business intelligence needs of companies worldwide through custom software solutions built on Microsoft Cloud platforms including Dynamics AX, Windows Azure and Dynamics CRM.

As a trusted Microsoft partner, CuroGens serves clients in various industries but specializes in developing, implementing and supporting solutions that help motor vehicle manufacturers and their dealer networks maximize resources, streamline processes and improve customer service.

As CuroGens’ outsourced marketing partner, WhiteHot Marketing provides the fast-growing tech firm with marketing support from strategic planning and sales support to digital and product marketing.

Services Provided:

  • Brand/logo refinement
  • Sales collateral
  • CRM management
  • Case studies
  • Media relations
  • Website development
  • eMail marketing
  • Public relations campaigns
  • Social media strategy & program management
  • Ad campaign development
  • Online advertising
  • Trade show displays

CASE STUDY

The Force Awakens at RV Trade Show

CuroGens is a trusted Microsoft systems integrator that specializes in leveraging Dynamics AX, CRM and Azure to meet the challenging demands of businesses around the world. The company developed a software solution for the motor vehicle industry that helps manufacturers achieve greater growth and operational efficiencies, facilitating improved communication with a manufacturer’s dealer network. The first targeted audience for the product was the recreational vehicle industry. Today, CuroGens mv360 is being utilized by some of the top RV manufacturing companies.

The Challenge

A great deal of time and effort are associated with planning activities that will optimize trade show booth awareness and attention. CuroGens was relatively new to the small, yet over-saturated RV industry. Therefore, ensuring its messaging would cut through the clutter of sales and marketing noise and stand out among 65 major RV Manufacturers and 200 suppliers required advanced preparation, creativity and imagination. This needed to be accomplished while strictly adhering to a budget and maximizing the financial investment.

The key objective was to generate qualified leads by creating a fun and memorable experience for show attendees, all while making a bold introduction of CuroGens mv360 and its dealer portal.

The Solution

A trade show is an irreplaceable venue for interaction with key industry players. WhiteHot Marketing was charged with creating and executing an integrated campaign that would garner attention prior, during and post-show as well as consistent booth traffic throughout the event. The timing of the trade show was near the new Star Wars movie release, The Force Awakens. This offered WhiteHot Marketing the perfect opportunity to tie fun and eye-catching creative assets with an already well-known and popular upcoming event.

WhiteHot Marketing created the theme, “Don’t Send Your Dealers to the Dark Side,” which was utilized in every aspect of the campaign including targeted direct-mail and email campaigns, social media, web presence, booth creative and giveaways. Each were generated with the Star Wars theme in mind and consisted of creative assets that were both funny and attention grabbing. One particular pre-show email with the subject line, “The answer is not far, far away,” produced an open rate of 21%. Additional emails averaged between 17% and 20%.

To gain additional attention, attendees who stopped by the booth could register to win a LEGO Star Wars Millennium Falcon. The registrations were input as leads once the show was completed. Star Wars-themed PEZ dispensers were given away at the booth and the CuroGens sales personnel used these as a leave-behind when visiting manufacturer areas. The booth also contained life-size Yoda and Chewbacca CuroGens-branded cutouts along with Light Saber props for additional visual effect and to encourage visitors to come by and take selfies. Once in the booth, dealers and manufacturers were able to learn how CuroGens could eliminate some of the RV industry’s biggest challenges with its mv360 solution—and yet have a little fun.

WHM-Project-Images-curogens-teamThe Result

WhiteHot Marketing created a comprehensive, integrated campaign that used differentiation, fun activities and giveaways to set the CuroGens brand apart from the other exhibitors. It worked.

CuroGens landed a demo and several meetings with some of the largest RV manufacturers in the industry. They also added numerous leads with a positive company impression. The CuroGens brand was wildly recognized after the trade show and was known as the company with the “fun Star Wars booth.” This gave the company the ability to reconnect with trade show attendees and have something to reference as a conversation starter.

Contact us today.

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