Objective— Introduce The Future of Futures Trading.

TickIt Trading Systems retained SMPR’s services prior to the launch of its high-frequency trading (HFT) platform to prepare the co-founders for upcoming media, marketing and sales opportunities.  The futures trading industry is a niche, competitive market, so SMPR counseled TickIt on timing, messaging and overall positioning.

Strategy—Talk Out of Both Sides of Your Mouth–In A Good Way.

TickIt was one of the only platforms that allowed traders to test HFT algorithms in a simulated market environment prior to launching in the live market.  TickIt was also the only program that allowed traders to create these strategies without writing any programming code, meaning many smaller firms could now compete with larger ‘quant’ firms because the firms didn’t have to hire computer programmers.

At the time of TickIt’s product launch, the HFT industry was (and still is) under heavy scrutiny from both the government and non-“Wall Street” businesses.  SMPR’s messaging strategy focused on simultaneously educating reporters and traders (potential customers) about TickIt’s benefits, i.e., risk minimization, cost savings and speed without getting caught up in “fastest/groundbreaking/game-changing” messages that journalists hear every day.  It was all about repetition building reputation such that there was less “sell” and more “educate.”

TickIt co-founders used this strategy when talking with prospective customers as well.  Traders are typically not likely to change trading strategies and try something ‘new’ on the market, so TickIt was challenged with educating traders about the benefits of the TickIt software.

Tactical Approach

• Conducted an overview audit about potential competing futures trading platforms.  Upon review of audit results, SMPR established messages and media pitches that corresponded to the audit’s results
• Created a targeted media list with influential technology and business media outlets and writers/producers/bloggers.
• Assembled crisis/adversity plan as “insurance” for technology malfunctions, stock market adjustments or other issues which could come up in their business operations.
• Arranged meetings with influential trading community members and media members.
• Slow, steady stream of pitches went out to local and national outlets.
• Publicity materials including pitch letters, corporate backgrounders, customer testimonials, and trade/industry analysts.

Results—Media Highlights

• In the nine-month period before TickIt was acquired by the leading futures trading technology company, SMPR secured several top local media placements, including:
  • CBS2’s “Monsters & Money in the Morning” news business show featured co-founders discussing the “Algo Design Lab,” TickIt’s flagship trading platform product
  • Crain’s Chicago Business “Entrepreneurs in Action” video series
  • Crain’s Chicago Business “Enterprise Blog”, highlighting small business owners
  • CNBC.com’s “Eight Tech Advances Not Heard of Yet”
  • Product write-up in Futures Magazine & a byline article in Securities Industry News

Results—Operations

TickIt’s spokespeople were comfortable handling media inquiries and developed a stronger knowledge of the media process, while building relationships with some of the key industry outlets, like Financial Times, Futures Magazine, Forbes and the Wall Street Journal.

SMPR’s efforts in social media and personal networking helped TickIt secure the Illinois Technology Association’s Newcomer Award.

SMPR also assisted with the acquisition news of TickIt by editing the joint press release and preparing the co-founders for transition messages to customers, employees and media.