Israel-based startup Kaminario turned to Rainier to launch its unique, high-performance data appliance, the Kaminario K2.
- Kaminario was a new in-stealth player in the well-established storage arena, and its technology addressed a problem that many markets struggled to resolve – storage I/O.
- Rainier’s challenge was to effectively communicate the business need for Kaminario’s technology, and to create awareness of, and demand for, the Kaminario K2 as the solution for the data-access bottleneck.
Strategy: Engage well-respected media and analysts with clear, compelling go-to-market messaging
Rainier implemented a comprehensive launch strategy for Kaminario, starting with the development of high-level business messaging and product positioning. Additional launch activities included:
- Drove series of strategic messaging round-tables to help Kaminario arrive at solid go-to-market messaging
- Arranged exclusive pre-launch in-depth briefings with storage guru Robin Harris (StorageMojo and ZDNet StorageBits)
- Scheduled interviews with industry influencers including Arun Taneja (Taneja Group), Stan Zaffos (Gartner), Henry Baltazar (451 Group), Dave Simpson (InfoStor), and Dave Raffo (TechTarget)
- Obtained supporting quote from Arun Taneja, founder of the influential Taneja Group, for Kaminario’s launch press release
- Wrote and pitched a hard-hitting press release to launch Kaminario as a company, and the Kaminario K2 as a product
- Crystallized web content, technical documents and briefing presentations to support all launch activities
Results: Highly-visible launch coverage paved the way for an exceptional product rollout
Kaminario’s key messages were communicated to the market through the industry’s most well-respected media and analysts. Selected results include:
