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INTEGRATION SUCCESS
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How do you maintain consistent marketing when you're aquiring companies
and products with vastly different materials and positioning?
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Legato Systems decided to grow in part by acquiring its
many competitors. But the acquisitions marketed themselves
using positions, messages, looks, targets, and even purposes
differentfrom Legato's own. The potential was high for waste
and market confusion, both of which Legato wanted to avoid.
Enter Hellbent. Legato hired us to create materials that
incorporated all of the essential products and messages of
the new companies, but that was completely consistent with
Legato's brand equity. At the same time, they did not want to
alienate the marketing departments of the acquired companies.
FOCAL POINT
Where all these forces met was in creating a line of data
sheets that could satisfy the requirements of Legato's paying
customers and of the former competitors now on the Legato staff.
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Legato's external magazine
won an international design
award after being redone by
Hellbent Marketing
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Hellbent met that challenge by focusing on the requirements of two audiences. Legato sells extremely technical data protection software solutions to IT professionals in corporate data centers. Its data sheets must therefore have enough technical information for IT staff. But the people making buying decisions were often C-level executives, whose major concerns were business benefits and cost-justification. So the data sheet also had to make an excellent business case.
We created a format for the data sheets that accommodated both types of information, and created an approval process to gather feedback from subject-matter experts, and harmonize it with Legato's core messaging.
Did it succeed? We took data sheets for 60 products from four different companies, put them into the new format in eight months, and kept Legato's sales force supplied with what it considered to be its most useful sales tool.
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All Legato's products
and services were
color-coded in these
data sheets (at left), yet all fit
into a specific layout
template for design
and information
consistency
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An inside spread of the magazine
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