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Experienced marketing team
The principals have combined experience of over 17 years at Hewlett-Packard, 10 years at technology start-ups, and 20 years at Hale! Marketing. We count ourselves very fortunate to have worked at HP, applying world class business processes to take products from specification and development, through market introduction and launch to become de facto industry standards. Read bios >
Technology focus
We focus on B2B technology marketing. Most of our careers have been spent working in technology companies. Years of immersion in the technology industry and exposure to a breadth of emerging technologies have refined our processes and skills in extracting and assimilating complex technology information, then distilling it in meaningful marketing strategies and on-target messaging.
Clients
Our clients range from large global organizations to small start-ups. While our focus and experience is in business-to-business marketing for technology companies, we occasionally perform marketing projects outside of that area and pro bono work for various church organizations. Our clients are located locally, throughout North America, and abroad; our clients’ major target markets are usually in North America.
Project scope
We perform both large and small projects – complete product launches, ongoing lead generation programs, or single brochures or websites. At any one time we serve only a small number of clients but usually provide to them a wide range of marketing services.
Project duration
While the initial engagement may be for a specific short-term project, our clients continue to engage us over the long term. This allows us to provide maximum value and help them achieve their business objectives. Familiarity with a client’s products and customers means that we can respond very rapidly and work more efficiently. And our philosophy is that a product launch ends only when the product has achieved a commanding position in a defensible market segment – and that means continuous long-term marketing. See project examples >
Marketing breadth
Our focus is on achieving your marketing objectives, not on promoting our expertise. Hale! Marketing is able to cut across traditional agency silos by using the most appropriate strategies and tactics to create integrated marketing activities, and by customizing the execution for maximum effect. See our marketing services list >
Workload
Our principals are hands-on. Accepting only a small number of long-term engagements allows us to work directly on your project and add the greatest value to your marketing programs. Disciplined project scheduling enables us to consistently meet deadlines without a single failure to date. And we’re used to short deadlines. A flexible resource model enables us to respond as the workload fluctuates.
7P workshop process
Our fundamental belief is that businesses exist to create customers. As a marketing company our focus is on the succinct, precise communication of our clients’ products unique value to a chosen group of prospective customers using the most appropriate and effective marketing methods. We have developed a proven, scalable, 7P workshop process for extracting key data, determining unique positioning and messaging, and creating precise communications that focus on the needs of our client’s customers. We start all engagements with this workshop. Read more about the 7P marketing workshop >
Creativity
Outsourcing brings in fresh ideas. Outsourcing to Hale Marketing not only brings fresh graphic design – but also adds a creative edge to marketing plans, tactics, and marketing execution.
Fiscal responsibility
We realize you have a limited marketing budget and we’ll work with you to maximize the amount of marketing you can do. Fiscal responsibility is critical, whether we own the complete marketing spend, or do project-based work. To date, we’ve never exceeded a project budget, and we don’t apply the usual agency mark-ups to marketing expenses.
Track record
Some of the many times we’ve achieved success:
- Filling a trade show special event to standing-room only, one month after 9/11.
- Bringing four times the expected number of hot leads to the initial trade show launch of a new company and a new product.
- Growing the Japanese market for a complex technology product line from 0% to 40% of total product line sales.
- Capturing 70% global market share in less than a year.
- Achieving de facto status for a new product, within two years of launch.
- Generating sales in excess of $10million before the product was available.
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