PMM for Airport Management Platform
i was a Product Marketing manager for an airport management suite that included the database, platform software, and applications.
I was REsponsible for the go-to-market plan and launch of the airport software suite of products
worked closely with the product expert to create the brand for this new product
The Situation
As product marketing manager, I was tasked with transforming a recently acquired airport management suite into something special – crafting the perfect branding and go-to-market strategy to ensure its success. Our company’s brand was all about “simplicity” – everything from our product design to marketing was about keeping things simple and easy to understand.
The software suite included:
- A database
- A platform that enables applications
- Various applications to manage hardware and services
The Results
- Go-to-market strategy: our team identified our target market, and I created marketing and sales enablement materials for launch.
- Visual identity: I took it upon myself to bring this product to life with a visual representation of its brand. I wanted the visuals to make it easy for potential customers to understand what it was and what it could do. 90% of information is processed by the brain visually. As such, a visual identity that is easy to understand simplifies the buying process.
- Messaging: I also put my writer’s hat on and crafted all the copy on the website and marketing materials so it would be clear and concise for potential customers – after all, why make them think too hard? I want them to understand what we do, not give them a headache!