TeleWare’s challenge: zero brand recognition in the market


Headquartered in New Zealand, TeleWare Australia and New Zealand is the international operation of UK based TeleWare Group. Specialising in software applications around Voice for the enterprise level, the Company’s Australian channel to market is Telstra Business Systems. This channel focus strategy meant TeleWare had zero brand recognition in the market.

Working together, Taurus has taken TeleWare from an unknown entity to front cover news thanks to targeted PR that continuously delivers results – both sides of the Tasman.

Mike Blanchard, Managing Director of TeleWare’s Australia and New Zealand operation explains, “Because we don’t sell direct, we were an unknown brand in the market. We had spent a lot of money supporting our channel’s branding. We needed to position TeleWare independently from the channel, but without the big budget of a major US global company to throw at advertising. We saw that PR was paying dividends for TeleWare in the UK, and this informed our strategy for the Australian and New Zealand market.”


Taurus is recommended from within the industry


We’re based in Wellington, New Zealand, but Australia is our main market so we sought an agency that could make it all happen from across the Tasman,” explains Mike.

Taurus was recommended to TeleWare by an industry contact in the UK. Mike continues, “As soon as I met with Taurus’ Managing Director Sharon Williams and we talked about TeleWare’s goals, I could see they had the right credentials.


Press coverage in all the right places


In our first month, we were in The Australian which was a huge win! This has culminated in the front cover of Voice & Data more recently. Taurus has achieved a steady stream of coverage in highly visible publications and clearly has the relationships and inside understanding of the media,” Mike reflects.

He observes, “You can spend hundreds of thousands of dollars on branding and advertising but that doesn’t necessarily educate the market about you and your value-based offerings. In a B2B environment where you’re in a specialised niche as we are, targeted PR works.


The agency’s talent – not its location – counts most


Taurus maintains the momentum with TeleWare via a Work-In-Progress (WIP) report and regular phone contact that keeps both parties aware of projects on the table. Meetings tend to be every few months when Mike is in Sydney on business.

He comments, “Given the geographical distance, I think our working relationship is about the best it can get. Our Taurus Account Manager is just great – everybody who has dealt with her from our team has been really impressed.


Taurus offers strategic advice and flexibility


Mike continues, “Sharon as Managing Director is also there for us at a strategic business level. When our UK parent recently told us we could not extend our budget to put on an extra person, Sharon helped us come up with a package to get our extra person without cutting the PR budget.”

Taurus is flexible enough to work around whatever our situation is. We can adjust the level of PR up or down in step with what’s happening in our business.