Challenge

AEGIS is a provider of software-based solutions for the integration and control of electronics assembly. The company’s software manages the basic assembly steps in printed circuit board (PCB) assembly, as well as bill-of-materials (BOM), and provides browser-based quality assessment and tracking of the entire electronics assembly process. The company was the new kid on the block when it engaged Ward Hill Marketing, facing several large established competitors who had created a bad reputation for the entire product category. Aegis needed to create a strong market presence, and quickly, plus communicate the technical advantages of its software over less desirable alternatives, provide sales materials and programs in conjunction with three product launches during four years, and establish AEGIS products as the new benchmark for CIM software.

Solution

AEGIS was presented as a strong alternative to the market leaders in CIM software. An initial advertising campaign was launched that addressed the dissatisfaction in the marketplace with key competitor products: “No longer is your choice of CIM Software a leap of faith”. The company’s state-of-the-art, web-based product was launched at the key electronics trade show, followed by high-profile article placements that focused on the technology behind the new software product. A concerted effort was made to attract and publicize OEM partner relationships as a way of building strong future sales. An advertising campaign was launched to expand the company’s core audience as a foundation for future penetration of large multi-nationals. And, in a final advertising campaign, AEGIS was positioned as a strong business partner whose focus is on improving manufacturing process and profitability.

Result

Ward Hill Marketing successfully educated the market on the new software available from AEGIS, drew comparisons with major competitors, assisted AEGIS in marketing a new browser-based product and the technology behind it, and established AEGIS as the product of choice among manufacturers of both capital equipment and electronics assemblies.We also assisted the company in developing marketing partnerships with capital equipment manufacturers to create opportunities for OEM and volume sales. As a result, Aegis more than tripled its revenues during its association with Ward Hill Marketing and has become the supplier of choice for CIM software in the electronics assembly market. The company continues to innovate and broaden its global engineering and customer support network. AEGIS boasts OEM relationships with 90% of the capital equipment suppliers to the global electronics assembly market.