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"Attain helped us launch a multi-faceted brand reinvigoration campaign that gave new life to our product brand as well as enabled us to extend our reach into new markets. "
—Charles Baumert, SafeNet
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SafeNet

Client Case Study:
A Competitive Edge


 
Company Profile
SafeNet is the global leader in information security, protecting data at rest, data in motion, data in use, software and license management with the broadest range of security solutions in the world. The Company protects critical business data, communications, financial transactions, and digital identities through a full spectrum of encryption technologies.

Challenge
One of Safenet's major business units was facing increased competitive pressures resulting in shrinking revenue and lost sales opportunities. The company's main competitor was actively pursuing SafeNet customers through the use of a well-funded marketing campaign - attacking the quality of the products and challenging SafeNet's commitment to the product line. In order to gain back market share from major competitors and win new business, SafeNet needed to counter its competitor's efforts by implementing an aggressive, pro-active marketing strategy.

Strategy and Tactics
To help SafeNet demonstrate its commitment to its product and defend market share against increasing competitive pressure, Attain Marketing helped SafeNet build a comprehensive marketing strategy designed to maximize brand exposure, build a strong market presence and provide a proactive strategy to claim new territory where SafeNet's competitors were not prepared to go.
 
Attain helped SafeNet define its goals, identify obstacles and a way to overcome them with innovative, hard-hitting marketing programs designed to take back ground from its competitors. In addition, Attain helped SafeNet re-invigorate its product brand with new positioning and a fresh, consistent message designed to uniquely define SafeNet's value proposition to the market.
 
Next, Attain helped SafeNet develop a customer credibility program and a series of innovative sales tools to minimize the impact of the competitor's negative marketing campaign and increase product revenue through re-occurring sales.
 
Results
Attain helped SafeNet establish a winning marketing strategy to strongly promote one of its critical product brands in the face of intense competitive pressure. SafeNet was able to successfully re-vitalize the product's identity, regain momentum and meet its sales goals.