FOR IMMEDIATE RELEASE
CONTACT:
Glen McCandless
Focus Marketing, Inc.
828.681.0203
EDRoom Web-based Discussion Service Delivers Product Positioning and Sales Process Insights
NEW YORK, NY (July 11, 2008) —Scientific Learning, Inc., developer of K12 intervention solutions, reported that its use of the new online discussion service, EDRoom, delivered fresh ideas to inform its product positioning and sales process with district decision makers.
The results of a week-long online meeting they conducted with prospective district customers demonstrated the value of the service to facilitate deep discussion with senior-level K12 buyers. District level decision-makers, who otherwise might not have been able to participate because of their busy schedules, enthusiastically participated in the EDRoom discussion.
An education expert moderated the interaction, over several days, around topics critical to administrators’ success in meeting needs they have for reading intervention. Informed by the results of the online discussion and recommendations of EDRoom analysts, executives at Scientific Learning are now revising their product plans and retooling their sales and marketing strategies.
Jenny House, K-12 marketing consultant, was intrigued by the idea of an asynchronous online focus group to help sort out some critical messaging challenges needed to inform sales and marketing for her client, Scientific Learning Inc. She recommended EDRoom, and the outcome provided managers at Scientific Learning with a better understanding of customer needs and the purchase process for intervention products. Now they will be able to align their product offering and marketing communications to more closely match the needs of their target audience.
“I expected some benefits from participation by the customer segment we wanted to talk to, from all over the country. After spending a week observing an EDRoom meeting, I think this is a real breakthrough. You get input I’ve not seen with any other type of format. It may be the absence of the dominant dog, but I think it is more than that. The whole package enables everyone to really get on the same page,” said House.
“We all know the factors that limit productivity of meetings we attend. What we have learned is, if you remove time constraints and distractions, and you minimize personality issues that often get in the way of open communications, the dialogue just explodes,” said Ellen Bialo, veteran education industry market researcher and managing partner of EDRoom Inc.
Bialo says the results of the meetings with Scientific Learning and other clients have already allowed for some minor changes that have enhanced EDRoom, and are opening up a range of uses. “We have one client that is using EDRoom to have meaningful discussions with and get input from their sales staff that is located over thousands of miles. The participation and level of interaction is even better than we expected and designed.”
EDRoom (www.edroom.net) was introduced in New York City during the Software and Information Industry Association incubator in November 2007, following nearly two years of investigation and discussions with suppliers to the education industry about their need for a better way to communicate with customers, prospects and other stakeholder groups.