product launch case study
The Client: Veritas Software (now Symantec)
The Requirement
At the time, Backup Exec was Veritas' most important channel product and it was critically important that the new version was launched successfully to the channel. Four clear objectives were therefore set for the launch:
- Communicate: To ensure that we clearly communicated the launch and benefits of the new version of Backup Exec to all internal and partner Commercial Channel sales and technical representatives
- Educate: To ensure that all internal and partner Commercial Channel sales and technical representatives had access to Backup Exec 9.0 training before the launch and were thereby able to successfully promote, sell and support Backup Exec 9.0
- Facilitate: To ensure that all internal and partner Commercial Channel sales and technical representatives were provided with comprehensive supporting material to promote and sell Backup Exec 9.0
- Motivate: To create extensive hype and excitement in the commercial channel around the launch of Backup Exec 9.0 and incentivise and enthuse them to promote and sell Backup Exec 9.0
A plan was therefore written to ensure all elements were carried out and complete before the launch.
The Solution
Communication: 5800 partner contacts were sent an e-shot on the launch date (in English, French, German, Italian, Spanish or Swedish). The launch was also communicated in Partner News - the regular partner newsletter and a special sales and marketing tools section was set up on the Partner Network to make it easy for partners to sell and market Backup Exec 9.0.
Education: A special online training course was set up that allowed people to earn points for the loyalty program. On-site training was also carried out at many distributor sites and 3939 people attended training across EMEA.
Facilitation: A comprehensive launch kit was developed and sent out to 5,500 partners in EMEA. The contents included product information, pricing and licensing guides, cheat sheets and sales and marketing materials. A loyalty program was also set up to incentivise partners to sell more volume license product.
Motivation: To create excitement around the launch, it was decided that Veritas would host launch parties in several countries across EMEA simultaneously.
The launch party took on the theme of a premier and invitations were sent out in a film can with a 'countdown' on a film strip' and VIP passes. 24 events were held in cities such as London, Berlin, Paris, Milan and Johannesburg. 3310 partners attended. A special video was created to make it appear as if each party was switching 'live' to the CEO for the actual launch.
The Success
The Backup Exec 9.0 was billed as the most exciting launch Veritas had ever done in EMEA. Comments from partners included:
'Congratulations in advance for reducing the oppositions market share!' Tony De Sousa, Smart Stor, South Africa
'Thanks VERITAS for the wonderful event. As for me, I'm ordering my copies of BE 9.0 today + VIPs.' EDM Informatica, Italy
'It was a great day… which resulted in a £45K day…The evening was a huge success.. I truly believe that this will create great mind share and momentum in the market.' Mark Johnson, General Manager Software, Ideal Hardware, UK
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