Product details

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Case
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Reference no. 802-059-1
Subject category: Entrepreneurship
Published by: Babson College
Originally published in: 2002
Version: 10.07.97
Length: 15 pages
Data source: Field research

Abstract

Bill and Lisa Pernsteiner created a best-of-class sales automation software product but agonized over their marketing campaign, consisting of magazine advertising and trade show exhibitions. They received a significant number of advertising inquiries, but sold few copies of their product. Then their Sales Consultant, Torrey Russell, suggested replacing magazine advertising with a guerrilla marketing campaign. Students must decide whether the present campaign simply needs more time to produce satisfactory returns, how to modify the campaign, or to discard it entirely. The case introduces students to a product-focused software engineer turned entrepreneur and a ''me too'' marketing plan for a unique product. The case offers an opportunity to explore technology adoption rates and buying behaviour, guerrilla marketing, and the marketing mix (especially the marketing communication and advertising strategies).
Size:
Start-up
Other setting(s):
1992-1994

About

Abstract

Bill and Lisa Pernsteiner created a best-of-class sales automation software product but agonized over their marketing campaign, consisting of magazine advertising and trade show exhibitions. They received a significant number of advertising inquiries, but sold few copies of their product. Then their Sales Consultant, Torrey Russell, suggested replacing magazine advertising with a guerrilla marketing campaign. Students must decide whether the present campaign simply needs more time to produce satisfactory returns, how to modify the campaign, or to discard it entirely. The case introduces students to a product-focused software engineer turned entrepreneur and a ''me too'' marketing plan for a unique product. The case offers an opportunity to explore technology adoption rates and buying behaviour, guerrilla marketing, and the marketing mix (especially the marketing communication and advertising strategies).

Settings

Size:
Start-up
Other setting(s):
1992-1994

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