Creating a New Product Category

Client: CriticalBlue

Industry: Embedded Software Development Tools; multicore/multiprocessing

Challenges: Launch new product solution; define new product category and methodology for the embedded systems market. Develop a corporate and technical positioning platform to be used across all marketing and branding programs. Articulate a new and complex technology story in a simple fashion that clearly communicated the benefits and advantages of multicore and the company’s embedded software development tool, Prism. Generate market awareness and sales leads while establishing relationships with trade press for sustainable opportunities after launch. Establish the company as a thought leader in creating a new market category, multicore development tools.

Strategy: Define CriticalBlue’s approach with messaging and a program that would describe the new product’s functionality to resonate with the embedded software/systems market. Develop a comprehensive communications and market strategy to address the embedded systems industry. Create baseline PR and online programs utilizing direct client-to-customer connection, editorial opportunities, complimentary advertising, web-community ‘classes’, as well as interactive e-mail newsletters, speaking opportunities, awards nominations and customer case studies.

Results: A multi-year effort, CriticalBlue continues to be regarded as one of, if not the, thought leader in multicore and embedded software tool solutions. Its Prism launch achieved widespread coverage in the trade press, including exclusive features in EETimes and the VDC Embedded Embeddie Award for 2009. In addition, the company has adopted a direct communication program via a bi-monthly newsletter direct to customers and media, through interactive partner webinars, white papers, as well as collaboration with current and future partners, continued trade press opportunities, and conference engagement. With Skye’s support, the company has established an integrated communications and online presence that serves it today, and into the future.