Marketing for a Late Stage Start-Up Peggy Fenwick Director, Marketing.

Marketing for a Late Stage Start-UpPeggy FenwickDirector, Marketing

SupplySolution, Inc. © 2001 2

History of SupplySolutionCompany founded in 1998 by automotive supplier plant manager.

Internet start-up for manufacturers and their supply chains.

Automotive was our first vertical market.

i-Supply is a real-time supply chain execution solution, focused on the movement, consumption and replenishment of inventory.

Global offices to serve our customers.

Today we have over 140 employees.

Today we offer solutions to the automotive, hi-tech, electronics, chemical and heavy machinery industries.


Areas of Responsibility

Marketing Brand Awareness Marketing Communications Sales Support Web Site Lead Generation

Public Relations Media Relations Industry Analyst Relations Events Awards


In early 2000

Stealth Marketing

The “Unknown Customer”

Biggest challenge was brand awareness

Partners, partners, partners

Airfoil Public Relations

Above All Marketing

Unveiled new identity elements in fall, 2000

By year-end, we had 4 people focused on marketing


2001

Our ‘coming out’ party

Started the year with 700 clients

Ended year with over 2,200 clients

Big emphasize on integrated marketing programs: Heavy PR activities Strong Print, Radio and Outdoor board

campaigns Partnership with Covisint, the automotive

exchange, formed Awards sought


Media Impressions vs. Web Traffic

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1,000,000

2,000,000

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Jul-01 Aug-01 Sep-01 Oct-01 Nov-01

Imp

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100,000

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Web

hit

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Awards and Recognition

Future 50 Award winner, 2001

Codie Award Nomination (Finals in April)

PACE Award Finalist, 2002 (3/4/02 winners are announced)

ComputerWorld Magazine’s Company to Watch, 2001

Entrepreneur of the Year Finalist, Software Council, CA, 2001

iSource Magazine’s Provider Pros to Know, 2002


Marketing Lessons Learned…

Secure your budget – and hold on tightly

CEO Support is crucial

Leads, leads, leads

Partners are important Marketing, PR, Implementation, and Resellers


Remember

Everyone ‘knows’ marketing --- hence, you get a whole lot of

advice, even when you are not asking for it.


Contact Info

Peggy Fenwick, Director of Marketing

SupplySolution

248-353-2150

[email protected]

www.supplysolution.com

Marketing for a Late Stage Start-Up Peggy Fenwick Director, Marketing.

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