Xerox Corporation
DocuShare
: Building programs from the ground up Developing new marketing programs requires energy, vision, and a
focus on moving the product forward strategically. Situation
DocuShare, a new web-based document management software, had been developed by Xerox and brought to market
before a substantial marketing organization had been put into place. The lone marketing manager had launched the initial product and developed basic materials to respond to the
immediate need. But she needed more. Solution
K. Anderson Marketing, Inc.'s charge was to have all areas of DocuShare's marketing communications program successfully defined and up
and running as soon as possible. As acting marketing communications manager, Kim worked with the marketing manager to start at ground zero in creating overall marketing strategies
and programs for DocuShare, and to keep the momentum generated by the initial marketing efforts going strong. The Web offered the best channel of communication with DocuShare's
target audience - Internet users. Kim implemented a web-based consumer education and advertising program and oversaw the testing and refinement of an innovative on-line advertising
campaign. The product presented itself best when people could try it for themselves, so marketing programs were put into place to promote free trial. A CD-ROM product sample
was developed with the dual function of a direct mail fulfillment piece and sales tool giveaway. Online ads directed Internet users to the web site and LIVE trial site invited them to
try out and purchase the program. DocuShare's web site was redesigned to better direct and communicate key messages and to better traffic the increased hits that had resulted from the
marketing program. Kim developed sales tools, direct mail and tradeshow programs. The launch of DocuShare 1.5 entailed a re-write and re-design of the data sheet and product
packaging materials. The result: K. Anderson Marketing's "roll up the sleeves" work over 12 months ensured a smooth transition to a complete marketing department and a
continuing game plan for DocuShare's marketing. |
