More than one vendor has approached Toigo Partners International over the years to solicit our assistance in launching a new product or version of a product using our creative methods and techniques. Not long ago, a start-up in the cognitive data management space approached us with a small budget and a handful of ideas that needed to be translated into a web presence and thought leadership strategy. We had a look at their offering, decided that they were "doing the Lord's work" (that is, offering something with potentially great business value), and set up a multi-month project to support their efforts.
Today, the company involved has a website containing creative themes, images and narratives developed by Toigo Partners that both communicates the vision and the product capabilities offered by the company and "entertains" the visitor to facilitate "site stickiness" and brand recognition. The company is doing very well, with sufficient sales to be debt-free and quickly moving toward profitability.
In addition to web work, we have included discussions of the company's wares in our data management training programs and webinars, in social media and blog posts, and in collaterals from TPI that can be downloaded by users. They are also featured in an e-book that will shortly be released on the subject of Cognitive Data Management.
This is only a sample of the work we have done in the industry to promote and advocate technology products and services that meet our rigid standards for value. We have turned down many such solicitations, even those promising an extremely lucrative payout, when the products were not what we deemed to be of high business value. An example was the content-addressable storage technology from EMC a few years ago. We traveled to Hopkinton, MA to see the pre-release version of what would come to be their Centerra product, and despite a lucrative project offer, turned down the former stalwart of the storage array business because we didn't like what we saw. It should be noted that the product did not fare well in the market and was ultimately discontinued - after we provided space in our DrunkenData blog for users (their identities confirmed by us) to tell their stories about the shortfalls of the product anonymously. (EMC was a vendor that leveraged a contractual threat of reprisal to prevent customers from speaking publicly about the foibles of EMC products.)
We see our job at Toigo Partners to be, in part, the illumination of business value in IT products and services. We love it when we can deliver full-throated advocacy for a product or service that delivers what it promises. But, we also feel compelled to speak truth to power and to call out snake oil and woo when we see it. Let's talk about your product launch and how we might be able to help.