Trek Global is a SaaS-based ERP company whose solution targets the multi-billion dollar per year US-based warehousing industry. Like many Startups, Trek Global had placed their focus on getting their software ready for market and had not yet established an internal full-time marketing team. Now Trek Global faced a daunting marketing reality: They were in competition with global ERP providers with deep pockets, compounded by a target audience who had never heard of them nor knew that they could benefit from their solutions.
The Creative Idea:
“Be the advocate for the little guy”. In a world dominated by big name players with exhaustive and confusing feature sets and dizzying pricing structures, Trek Global’s warehousing target audience needed an Advocate that could 1) Understand their unique business needs, 2) Could demystify the complex world of ERP, and 3) Show them how to save money and streamline operations. A Content Marketing strategy was put into place that carved out Trek Global’s unique advocacy positioning and established the young Startup as a trusted resource in an often complex and expensive world.
The Content Strategy: