Interactive Advertising, VideoStrategy, Marketing, Advertising, Social Media, Technology, Web Service IntegrationOur client spent several years promoting its innovative and disruptive advertising technology and was awaiting final action on its patent. After a promising start and receptive response from cable TV, local network affiliates, and set-top box application developers, progress stalled and money was almost gone. Summer Research convinced our client to shift strategic focus and target market – targeting the online video advertising market as a stepping stone to the larger TV advertising marketplace. We reinvented the brand position, technology roadmap, marketing strategy, and go-to-market approach.
We built a working alpha demonstration of our client’s technology that integrated multiple web-service REST components including email marketing, ad insertion, video ad network, and business intelligence & analytics. We designed a web-services platform for a beta platform and managed the RFP process to estimate costs. We created an entirely new set of marketing collateral. We put in place a process to manage and monitor business development activity. Finally, we reinvented our client’s entire presentation and marketing pitch describing the benefits and value proposition of its technology to potential partners, customers, and investors.
The results: potential customers and partners were able to use our clients technology and quickly understand its benefits. We were able to secure meetings with our client and the largest video advertising networks in the world, despite previous failed attempts by our client. We connected our client with leading, profitable online video publishers for advice and insight on go-to-market strategy. We got our client attention from venture capital firms with genuine interest in seeing our client move forward.
Prior to taking this assignment, our peers suggested that our best advice should be “tell those guys to hunker-down for a nuclear winter, because there’s no money out there”. Once again, Summer Research found a way to make the pieces fit and create opportunity where traditionalists saw none before.
In a short period of time our client went from being in a downward rut to an upward spiral where one venture capitalists noted, “if you guys are successful, Google’s going to imitate you.” Summer Research got the right people to see the disruptive nature of our client’s technology and they themselves acknowledged that our client's true potential reached towards the stratosphere.
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