Green Hat trick – turnover trebled

Niche IT experts Green Hat trebled their annual turnover after CLA gave them the messages and tools to make sense to their market.

Four years before, they had invented a powerful software tool that accelerates systems integration projects, allowing customers to make huge cost savings and deliver better projects, much sooner. The trouble was, GH Tester was so “bleeding edge” that few people (even IT experts) could grasp the concept, let alone believe its stunning value. Green Hat seemed too small to be worth listening to; and being so passionate about their product, they wanted to talk about the technology, not what businesses could achieve with it. (Imagine James Dyson trying to sell you the ability to create cyclonic suction, rather than easier cleaning.)

CLA investigated, and pinpointed the real benefits to users, buyers and their businesses. Using a touch of wit and humour, we created headline messages for each audience, combining clear, confident statements with a high-quality image of a familiar, useful object. Visualising the “big idea” behind this invisible product, by simplifying the technology to the nth degree, suddenly makes it tangible, accessible and desirable.

CLA then designed the communication materials Green Hat needed most urgently for a series of industry shows, including exhibition displays, literature and presentation templates, and CD packaging. Sales opportunities arrived at their stand in droves, and stayed.

Big and clever
Green Hat now look like the clever people they are, and the big company they want to be. They reaped a 1,000% return on their marketing investment in the first six months, and have long-lasting marketing assets that will work for them again and again.