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Client Case
Increasing Industries Mindshare for a Leading Software Company

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Success in one industry is not always replicable in another for a vast range of reasons, even if your product is superior to the competition's. Supported by our branding expertise, Vaxa provided the muscle to determine why three industries have consistently alluded SoftwareCo. from gaining the level of traction they have enjoyed in almost dozens of other segments.

We designed a comprehensive research framework targeting customers in the North America, Europe, and Asia-Pacific to uncover customer's resistances and to create a global branding strategy to increase mindshare.
  • the PROBLEM
  • discovery
  • Results

Tab Content One

Up until this time, SoftwareCo. marketshare with Banking, Telecommunications, and Government hovered in the low single digits while competitors went from strength to strength. In benchmark tests, however, SoftwareCo. solutions had been show to as good if not superior in many situations than the top three players.

The goal was to develop a marketing campaign to drive awareness and consideration of SoftwareCo. within the three targeted verticals. Key deliverables included:

Overall "read" of audience

Inform on: drivers, perceptions, influencers, share of wallet, and potential to increase share.
Segmentation and prioritization

For example, cluster analysis, perceptual mapping.
Recommendations

Messaging and positioning. Tactical delivery vehicles - online, offline, outdoor, etc.). Segment prioritization.

Tab Content Two

Our 3-phase process engaged with SoftwareCo. customers in North America, Europe, and Asia Pacific to draw out their aware and key perceptions of SoftwareCo. brand and solutions. This was used as a foundation to build the multi-media marketing campaign to help drive more mindshare and marketshare/

Click on the images below to scroll through what we did.

Tab Content Three

We collaborated with SoftwareCo. outside advertising agency to develop and implement a global branding campaign that incorporated the customer insights from the three industries:
  • Unique Business & IT issues across the three industry verticals.
  • Gauge of brand awareness and key perceptions
  • Perceptions of SoftwareCo. relative to competitors on attributes such as technical leadership, offerings, and value propositions.
  • Customers' sources of information, key attributes of an IT partner.
  • Which vendors customers prefer to partner with and why.

The followings are outline a set of preliminary creatives that were used with the outside agency to finalize the communications strategy.
How can we help you?

To discuss how our team at Vaxa can help your business achieve true and sustainable growth results, please

Contact us.
We engaged with customers from Telecommunications, Government, and Banking in North America, Europe, and Asia-Pacific to help increase our client's mindshare and marketshare.
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