Memex Renews Thought Leadership with Tech Image
Business Challenge
Memex faces challenges from a discrete set of software and services competitors as the company strives for market dominance in the UK and North America. While Memex has technology superiority, some of the competition has active and effective marketing programs and have succeeded in matching specs with Memex, even though the deeper functionality may not be on par with Memex. The result is that law enforcement buyers have a difficult time comparing solution options because at a “check-box” level, many products appear identical and satisfactory. In addition, publicizing customer wins to show the sophistication of the solution can be difficult because many of the law enforcement intelligence centers prefer not to elaborate on technology due to the sensitive nature of the work that is performed.
Background
Memex selected Tech Image to establish a campaign to aggressively pursue thought leadership media opportunities, to raise important issues pertinent to law enforcement intelligence technology, and show Memex’s spokespersons as experts on the topics.
• Data Sharing
• Data Mining
• Data Integration Innovation and Standards
• Compliance with Privacy Laws and Related Regulations
• Business Intelligence
• Multi-Agency Collaboration
• Technology Work in Classified Environments
• State, Federal and Regional Contracts
Solution
Tech Image researched and leveraged editorial calendars, upcoming legislative topics, current news related to intelligence work, and social media comment opportunities to find opportunities for Memex spokespeople to be inserted into the media discussion. Tech Image drafted thought leadership articles for Memex and placed these articles with premier law enforcement and homeland security publications.
On Tech Image’s recommendation, Memex took an aggressive stance on key law enforcement issues and disseminated messaging about elements of technology such as “unstructured data search” that both highlighted Memex’s deeper value and connected that value with specific benefits that intelligence analysts could expect to see in their crime fighting work.
Moreover, Tech Image employed a strategy of using basic and non-detailed customer announcements as a platform to raise deeper issues relevant to law enforcement agency selection of Memex, and connected that to the real needs facing agencies performing intelligence work.
Results
In a 9-month period, Tech Image secured placement for Memex authored expert articles in:
Federal Computer Week, Government Security News (secured a regular column for Memex author), Law Enforcement Technology Magazine, Homeland Security Today, 9-1-1 Magazine, Law and Order, PoliceOne, Public Safety IT, Emergency Management, and more.
“When I walk into a customer or prospect location and our contact mentions reading one of my articles, it clearly builds credibility in Memex’s work and our customers have more confidence they are selecting the best vendor for the job."
— Steve Serrao, Product Manager, Memex
Tech Image also facilitated briefings with key industry analysts so that agencies seeking analyst research will be more likely to hear about Memex’s work during those consultations.