Celebration, Florida-based Channel Intelligence was one of the companies struggling with this dilemma. They had expertise in the relatively new areas of meta database and Microsoft .Net technologies, and initially thought of offering a product direct to consumers. Tech Image was brought in after a cross-country agency search to help generate consumer interest in myList, their universal Web shopping list offering. After awhile, however, it became apparent that the path to profitability led not through consumers but through manufacturers who wanted to solidify channel relationships and increase online sales through channel partners. Tech Image was asked to refocus the program to build credibility among technologists and assist the new marketing effort.

The Solution
Sales depended on the realization that Channel Intelligence’s new product (ChannelData) provided a significant advance in product search, availability and pricing technology, so the program focused on top-tier technology publications as well as analysts. A media tour of publications on the West Coast was scheduled for senior executives, with a Tech Image media relations specialist along as facilitator. Channel Intelligence was positioned as an expert in Microsoft .Net, and as having one of the first practical applications of the technology.

During the meetings, Channel Intelligence demonstrated ChannelData and talked about their vision. Following the tour, Tech Image maintained regular contact with reporters and analysts visited as well as key influencers who were unable to meet with Channel Intelligence at that time. Subsequently, Tech Image also set up interviews at the Microsoft Professional Developer’s Conference which introduced .Net to additional media and developers.

The Results
Channel Intelligence officials were quoted in articles on Microsoft .Net in media such as CNET, eWeek, PC Magazine, and The Seattle Times. Byline technical articles were placed in publications such as DM Review and Web Services Journal. Ultimately, a CTO profile of Channel Intelligence’s David Crossmier, along with a PDC visit by InfoWorld Editor-In-Chief Michael Vizard, led to Channel Intelligence being named #19 on the InfoWorld 100. This gave them instant credibility when negotiating with companies such as Panasonic, Sharp Electronics, Motorola, and other major players.

“In the first couple of months of our partnership Channel Intelligence obviously had to do some tweaking to focus on the services we had to sell and the relationships that we needed to foster. You have some sharp people on your staff that were able to quickly understand our business and help put us in front of the right people.”

— Alan Fulmer, President, Channel Intelligence