The Challenges
How do you promote a product that has no precedent? Do you explain what the product does, who the company is or the benefits potential customers could enjoy?
This was the situation SFPG found itself in when Broadband Associates, a software startup, wanted to introduce their new M.Show service. M.Show is the first live, multimedia presentation service that's delivered over the Internet.
Initially, Broadband had fewer than 10 employees, some rough software prototype and no design for the product. They asked SFPG to develop an entire image, including logo, design and strategy for M.Show that would work across multiple platforms; the web, CD-ROM and print.
The biggest challenge was defining what M.Show was since there was nothing like it around. M.Show was part software, part service and completely unique. Clients can now hold live teleconferences, with complete interaction from all participants, and have the added impact of a multimedia presentation.
Broadband wanted the look of the product to reflect its purpose - unique, cutting edge, with a good solid business purpose. The Approach
SFPG developed a strategy that centered on three key thoughts: Establishing the "M" as an icon, identifying that "Show" in M.Show means just that - it's much more than just a presentation and underscoring the concept that M.Show is unique in the marketplace - it has to be seen and experienced to be appreciated. The tag line "Like No Show You've Ever Seen" was generated and logo and overall design were developed.
To help sell M.Show, SFPG created an interactive computer presentation for the sales force, so they could demonstrate the M.Show experience to potential clients. The Upside
On October 1st, M.Show was launched after having successfully defined itself as a brand and as the player in a new market that's estimated to be $1 Billion over the next five years. Credits
SFPG Personnel:
Broadband Personnel:
Independent Personnel: |
|
|
|
|