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Is it possible for a brand to overcome distrust?
netLibrary had previously tried to take eBooks directly to the consumer. Limited success forced them back to the more traditional B2B market, now tarnished by their direct-to-consumer effort. Librarians and publishers had major trust issues with netLibrary.
Negative market perceptions are almost impossible to reverse. But that's what we did for netLibrary, in 120 days, with our proprietary Roadblock strategy. We re-positioned them not as a revolutionary world-changing technology but simply as a unique tool that fit the traditional values of publishing and library sciences.
Our intensive background in B2B channel marketing allowed us to invent a multi-dimensional campaign targeted to publishers and libraries in three major verticals: public, educational, and corporate. Within 120 days, we Roadblocked every major vertical communication channel with a dominating share of voice, culminating at the year's most important tradeshow. We helped reverse netLibrary's negative industry perception, and positioned them to partner with over 300 publishers, selling and distributing more than 45,000 titles to over 7,000 customers. Industry acceptance was, ultimately, so complete that netLibrary was acquired by OCLC, the leading global library cooperative.
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ADVERTISING
"When Sarah grows up
she plans to be an Olympic
athlete. Her number one
hero is an Olympic swimmer.
At the library
she read
everything she could find
about women and athletics.
Including an eBook."
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