Once a solution is chosen, the task becomes to ensure that people—customers, constituents, and employees—know about it. In a traditional sense, this is about marketing the idea. In a deeper sense, it?s about enabling people to support the solution—be it a product, ballot initiative, and service.
|
|
|
|
BACKGROUND
Latis currently uses telesales as its primary method of lead generation. StillSecure
products need to be explained to the sales reps (many of whom are non-technical),
who in turn explain them to people who are either not necessarily knowledgeable
about security– or are very knowledgeable. Latis needs to provide information
relevant and understandable to both types of users. At the core of the Latis brand
experience are easy-to- use and understandable products. To that end, Latis goes
to great lengths to create information in print, on the Web, and in presentations
and demos that is easy to understand and focuses on the capabilities and benefits
of the products, both to the user in his day to day use, and equally as important,
to the success of that user’s business. To support the security manager
in securing funding from management for the products, Latis has created ROI executive
briefs, calculators and presentations. Below is one example of Latis’s easy-to-understand
sales and marketing materials which enables a prospect or a customer to quickly
understand the Border Guard interface and capabilities. OUTCOME
This illustration was taken from the back of the Border Guard data sheet. Internally
at Latis, it is referred to as the BOB (back of box) page. Unlike packaged software,
customers aren’t able to flip the box over and get a sense of the product.
On the data sheet, the images are large enough to be legible and the explanations
give a sense of the functionality contained in each task-based zone. The BOB
is also presented to the user as part of the installation process, just after
logging in and before configuration. The research team learned that occasionally
the installer is not the same person as the purchaser. A quick perusal of the
BOB before engaging with the product has proven to be quite useful.
|
|
|
Submitted by:
Latis Networks
Date:
May, 2003
Client Name:
Latis Networks, Inc.
Project Name:
Building Latis Networks; the StillSecure brand experience
Date Started:
February, 2002
Date Completed:
December, 2002
Project Team:
Rajat Bhargava
Founder, CEO and President
Latis Networks
Mitchell Ashley
VP Engineering & CIO
Latis Networks
Alan Shimel
VP Sales & Bus. Dev.
Latis Networks
Terry Swack
VP Customer Experience
Latis Networks
Greg Canavera
Designer
Latis Networks
|
|
|
|
