Kradle
Collision Party Contest
The Client
The Australian technology company launched in 2018 with a mission to usher in the next phase of ERP software.
Unlike traditional ERP solutions, which tend to be bloated, expensive, and difficult to deploy, Kradle offers an ERP solution that is scalable, customizable, affordable, and powerful enough to compete with enterprise-grade systems. The result is the democratization of ERP to the mid-market, which represents the core of both the American and global economies.
The Challenge
When it comes to generating brand awareness, the most valuable assets a software solutions company has are its customers and their testimonials. Media, analysts, and other key influencers much prefer to hear from actual users about how a product has solved their challenges and improved their businesses than to listen to vendor claims about a solution’s effectiveness. In Kradle’s case, however, there was no track record – no customers and no physical presence outside of Australia – a situation compounded by the company’s decision to break into the U.S. market by participating in the Collision Tech Conference being held April 30-May 3, 2018 in New Orleans.
The Solution
Media & Analyst Outreach
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In the absence of customers or case studies and with only three months before Kradle was to be introduced at the Collision Conference, Pugh & Tiller implemented an aggressive media and analyst outreach campaign that positioned Kradle’s leaders as industry experts who were leveling the playing field by providing access to tools which allow small- and mid-sized businesses to become more efficient, productive, and profitable. By focusing on business challenges, not tech features, we were able to generate a series of high-profile trade industry media placements (CMS Wire, BenefitsPRO, Bank News, Construction Executive, etc.) and analyst briefings (Amalgam Insights, SMB Group, Aragon Research, etc.).
We used these outreach mechanisms along with an enhanced social media initiative to generate initial awareness for Kradle among key market segments and set the stage for the company’s U.S. introduction at Collision. To that end, we arranged for Kradle to host a “Get to Know Kradle” party during Collision and to return NOLA’s hospitality by staging a contest, the winners of which would receive round-trip tickets to Australia. To drive attendance at the party (and by extension, awareness of and interest in Kradle), we created a graphic identity for the party and contest, a landing page with a contest entry form to capture visitor names for future marketing efforts, social media assets with animated text and graphics which were deployed in advance and on-site, and similarly branded promotional swag, signage, and handouts for use on-site. We also managed all party/contest logistics and media/analyst briefings.
Sign up landing page
Contest video
Thank you page, social ads & winning tickets
Kradle USP Infographic
The Results
Kradle’s U.S. introduction was an overwhelming success, setting the stage for its future growth in the U.S. and abroad.
In addition to media interviews during Collision with Forbes and The Techie Guy and articles in Benefit Specialist, Employee Benefit Plan Review, Solutions Review, Small Business Trends, and others, the party was standing room only. This not only generated on-site buzz for Kradle and repeated requests for product demos, but increased referral traffic to Kradle’s web properties and initial sign-ups for Kradle. Just as important, the initiative led to dozens of new business leads for Kradle.
