Tactical Elements – End User

After boosting the company's name recognition and having built a small business channel, Kerry started the pull phase of the marketing program she had designed - concentrating on end users.

Kerry pursued a partnership with Microsoft because its applications were so popular with small businesses. Together the two companies participated in a 50-city education tour called "Crossings," and did joint collateral and promotions with end caps in retail outlets bundling Office Connect with Windows NT and 95. In addition Kerry developed joint marketing programs with Novell and Great Plains Software.

Kerry created The Ultimate Connection sweepstakes contest for small business owners to win a "3Com Network." The ads ran in Business Week, Small Business Computing, Home Office Computing and Your Company.

Kerry initiated relationships with key ISPs including Earthlink and NetCom and created product bundles targeted to small businesses.

Initially the company targeted US resellers, but 6 months later the company began marketing to European resellers in U.K., France, Germany, Italy and Spain and Latin American resellers in Peru, Venezuela, Chile and Columbia.

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