WHERE WE STARTED. Datastream was a fairly new company, with marketing materials primarily generated in-house. As is often the case, this led to inconsistent and redundant materials. The problem was aggravated by the fact that the sales strategy was primarily outbound phone sales. The sales representatives were always looking for materials to send their prospects. And they would frequently bundle whatever they could get-the full pop they called it, resulting in a hodgepodge of inconsistent and confusing information being sent to the client.
DIFFERENTIAL ADVANTAGE. Datastream was one of the first affordable desktop computerized maintenance management software (CMMS) programs. It was priced at a point below the purchase threshold of most industrial plant maintenance managers. This made for a seamless selling process, whereby the maintenance manager could buy it as a work-order generator. Then, once the software was installed, Datastream could up sell based on all of the software's additional capabilities. Very quickly, Datastream became the largest CMMS program-by customer count, in the world.
THE BRAND CONCEPT. We learned that Datastream's customer was an overworked, under-appreciated maintenance manager, with a high sense of responsibility. Although he liked technology, he likes mechanical things better. Based on this learning, we built the brand around heroic illustrations of our target psychographic. We combined this with illustrations that tangiblized the features of the software, and no-nonsense type and colors.
HOW IT TURNED OUT. For several years, monthly promo mailers and follow-up postcards drove Datastream sales. These were supported by small lead-generator ads with headlines like, "Call if you hate downtime." We also developed product brochures to aid the selling process. And when the company went public, we adapted the look to appeal to the financial market.