Marketing Strategies: Strengthening Brand Identity

1
Marketing Strategies Strengthening Brand
Identity

• Terry Welty, Senior Vice President of Marketing
• October 4, 2007

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Quick Look at Quark

• Leader in the design and publishing industry for
  25 years
• Flagship Product QuarkXPress
• Over 3 million QuarkXPress licenses sold
• 5 billion QuarkXPress documents

3
Quark 2004

• The Situation
• Mature product
• Poor brand perception
• Quality and support issues
• Minimal marketing investment
• Lack of marketing operations infrastructure
• No corporate events
• No presence at industry events
• New competitive pressures

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Quark 2005 Repairing the Brand

• Where to Start?
• Doing business with Quark
• Pricing, licensing policies
• Free technical Support
• Branding
• New Logo, new Web site, updated packaging
• Communications
• Increased frequency, professionalism, modern look
  and feel
• Product Development

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QuarkXPress 7
A better product presents an opportunity
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Quark 2006 The Challenge

• Launch QuarkXPress 7
• Communicate key messages worldwide
• Integrated marketing tactics and programs
• Worldwide look and feel
• Provide Hands-on training experiences
• New and existing users
• Focus on early adopters
• Strike the right level of beginning vs. advanced
  material
• Include partners
• Extend reach of message

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Audience Acquisition

• The Strategy
• No charge to attend
• Attract all job titles
• Promote the day as an industry event
• Demonstrate that Quark has changed

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Audience Acquisition

• What We Learned
• Show rates can vary greatly due to a wide
  variety of variables
• Driving mere awareness of event was challenging
• Customers were thrilled to speak with a Quark
  employee

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Session Content

• The Strategy
• Industry endorsement
• Third party validation
• Alleviate resource crunch by enlisting partners
  to participate

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Session Content

• What We Learned
• Securing partners is one challengefinding a
  good speaker is another!
• Early WebEx presentations helped to prepare and
  finalize content
• Customer events are an effective way to
  strengthen partner relationships

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Customer Testimonials

• The Strategy
• Make the events engaging!
• Let customers hear from other customers
• Cost effectively capture customers singing
  Quarks praises
• Avoid a scripted feel

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Customer Testimonials

• What We Learned
• Events efforts easier said than done
• Providing speaker tips and training for customer
  spokespeople is a good idea
• Allow enough time for post-production
• Keep the smaller details in minde.g. different
  video formats in Europe

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Hands-on Training

• The Strategy
• Dont bore attendees with PowerPoint!
• Show confidence in the product
• Get customers excited by letting them try the
  new features!

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Hands-on Training

• What We Learned
• Customers loved training as evidenced by
  evaluations
• Working with customers re-energized Quark
  employees
• Customers want more!

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Happy Customers

• Ive been off Quark for about 2 and a half
  years using InDesign, but with the great new
  improvements functionality and features in QXP7,
  I think Quark and I may be back on.- New York
• It was a five-star event all around. Im
  definitely excited to upgrade. - Minneapolis
• You are really listening, answered tons of
  questions, cant wait to use QXP 7! - Chicago
• Great event. Thank you for coming out. I dont
  want to switch to InDesign. Today was a big help
  in putting that debate to rest. -- Washington

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The Future

• More Events, More Training!
• Tightly integrate events with corporate
  marketing campaigns
• Have more hands-on training at industry events
• Get authorized trainers involved
• Plan smaller events in cities that Quark has not
  visited

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Thank you