Axxana came to Rainier with a fixed budget, clear goals, a short timeframe, and a most unusual approach to disaster recovery. The company needed Rainier’s help to accomplish the following in just two months:
- Create a new domain – Enterprise Data Recording
- Emerge from “stealth-mode” (introduce the company)
- Brief key influencers in the storage industry – analysts, editors, and bloggers and get them on board with Axxana’s key messages
- Generate buzz about Axxana’s Phoenix System, a truly disruptive method of recovering data from disasters
Results: Media & analysts validate enormous potential for Axxana & EDR with awards, coverage
To say that Axxana made a splash would be an understatement. The list of analysts and editors who met with company
executives reads like a “Who’s Who” in the storage industry. In total, Rainier arranged briefings with 17 analysts, as well as editors from TechTarget, Network World, Byte & Switch, InfoStor Magazine, InformationWeek, ComputerWorld and many more.
Articles about the company’s launch began appearing online immediately, and the coverage has continued steadily since. As a result of the interviews and the launch news pitched to the media by Rainier, Axxana was exposed to nearly 20 million readers during the week following the launch.
Axxana is a long way from stealth-mode now
