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Staying One Step Ahead of the Competition
In the summer of 2007, Cenzic’s top two competitors were acquired within weeks by HP and IBM. The company was concerned about market perception due to the fact that they were remained independent. By closely following the industry and maintaining excellent relationships with industry press and analysts, our team heard that there was “talk” of acquisition of a third competitor, SPI Dynamics. Kulesa Faul sprung into action, drafting a response with the client to positively position the acquisition as market validation, while implying that independent web application security vendors would thrive. Kulesa Faul also secured a pithy customer sound bite stating: “acquisitions kill good products.” In a surprise twist, Watchfire was acquired before SPI Dynamics, but prepared with our statement, Kulesa Faul was ready when the unexpected news hit. Kulesa Faul not only proactively sent the statement to press, but immediately hit the phones to top-tier business and IT media contacts to offer Cenzic executives for comment.
Results: Cenzic and/or its customer were mentioned in 27 articles about the acquisitions including The Wall Street Journal, InformationWeek, InfoWorld, CIO and USA Today. In total, Cenzic executives were quoted in 50 percent of all resulting articles. Kulesa Faul was successful in positioning the company as a viable player in the space and hammering key differentiators. Kulesa Faul continues to practice “guerilla PR” tactics with Cenzic and has been quoted in a number of security issue stories including those on the Best Western Hotel Breech, Cyber Warfare and Microsoft Patch Tuesday.
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