Changing perception of a company product offering among influencers, coupled with establishing a new market category, is no easy feat for most emerging startups. Here’s how one Austin startup defied the odds…
Founded in 2004, Austin startup Uplogix, Inc. took an innovative leap in 2008 to redevelop and rebrand its signature product to resolve remote management challenges traditional network and systems management tools failed to address. Having introduced the market’s first fully-integrated, secure remote management platform combining both hardware and software elements, Uplogix officially became the only vendor in its space with such an offering. In a time where IT departments were faced with limited budgets and a “do more with less” requirement, enterprise companies managing highly distributed networks were attracted to Uplogix for its ability to deliver substantial savings in remote downtime and recovery costs by eliminating technician trips to a remote site to fix a problem.
Uplogix sought to position itself as 1) a leading technology innovator and industry thought-leader with in a 12-month period, and 2) Change its perception from an Intelligent Out-of-Band (OOB) company to a Secure Remote Management (SRM) provider among the media and analyst community.
Plan of Action
BuzzPR’s game plan was to position the company as a pioneer in the remote management market by trumpeting its innovative technology and distinct approach to resolving remote management challenges. New messaging was created around this approach to also align around a major product launch targeting IT and vertical market media/analysts to rebuild relationships under the new brand⁄offering, as well as position Uplogix as an industry thought-leader. Both public speaking and award campaigns were also implemented.
Leveraging Interop Spring, Cisco Live and Gartner IOM as launch platforms in a period of three months, BuzzPR and Uplogix undertook a media/analyst tour to reintroduce the company’s new direction and product to more than 40 industry influencers. In conjunction with the tour, subsequent funding, partnership and customer news announcements helped secure quality coverage in several tier 1 publications and blogs including InformationWeek’s StartUp City blog, SearchDataCenter.com blog, ComputerWorld, eWeek, Network World, Bank Technology News, Gartner NCCM Marketscope Report, TechTarget TV, TechConfidential and Government Computer News, to name a few. Coverage was secured in over 90 relevant, quality-driven feature articles and news blurbs and company spokespersons were placed as speakers at key events such as Data Center World, Offshore Communications, and Remote, further demonstrating Uplogix’ leadership in the remote management space.