Best practices MaCS Marketing Communcation Services

Editor's Notes

1. Customer Franklin Electronic Publishers Objectives Generation of awareness and revenue for Franklin‘s language computers Target groups End users (14-49 year olds) / Business users retail Solution Attention-grabbing ads in diverse media with a wide reach (Business / Education / Languages / Retail) Media partnering (Subscriptions, promotional discounts) Product ads to drive sales (Business- / Education- / Language- / Retail-media)
2. Customer Franklin Electronic Publishers Objectives Awareness and lead generation for the new multimedia “eBookMan” handheld at product launch in Germany Target audience Heterogeneous: end customers (14-49 years) / business users / retail Solution Integrated campaign including the following components Teaser ad (print) Landing page with integration of existing web shop Online promotion banner CeBIT product announcement PR Numerous promotional activities at CeBIT Lucky draw Flyer Outsized product model with plasma screen Live presentations Success Teaser ad generated main portion of online orders Huge awareness and sales boost starting at CeBIT
3. Customer Franklin Electronic Publishers Objectives Awareness and lead generation for the new SEIKO GR-M6000 and GR-T7000 products in the run-up to CeBIT 2006 Target audience General Male premium business users with high income and the need for personal gadgets T7000 specific Business users interested in economics Solvent MBA students Civil servants, teachers, Professors in economics, retail and finance M6000 specific: Frequent travellers Solution Product launch website including the following components Website with detailed product information Online solution builder (Flash) Product trailer for CeBIT Creation of 3D objects of M6000 and T7000 Success Huge awareness and sales boost starting at CeBIT
4. Customer Hewlett-Packard IPG EMEA (Imaging and Printing Group) Objectives Pan-European communications concept for the launch of a new product family of digital projectors Target Groups B2B customers as well as distributors and specialist retailers Solution Comprehensive and high quality product literature in 8 languages Sophisticated PopUp direct malishot Promotion with competition New website for the product group Exhibition stand for promotion at Photokina in Cologne PR support
5. Customer Hewlett-Packard IPG EMEA (Imaging and Printing Group) Objectives Incentive and sales support for retailers to sell the new LaserJet 9500 laser printers Target groups HP Channel Solution Push campaign to retailers Comprehensive and sophisticated Intro-Kit for the LaserJet 9500 with the communication of its color capability (achieved through the opening of the flaps) Intro-Kit that functioned as promotional material for end users as well as sales support for the channel 5 language versions for different European countries Precise timing of the mail-out to coincide with the launch of the LaserJet 9500
6. Customer Hewlett-Packard Germany Objectives The objective was to determine the up-sell potential and generate leads from the installed base (test configuration to generate demand) Target audience IT Directors Solution Specification from HP: standard direct mailer with a simple letter and fax-response for pre-qualification and feedback MaCS analyzed the process and came to the conclusion that in this case an integrated “Mail – Web – Call” campaign would meet target group expectations and better facilitate short response times This also ensured greater efficiency as prospects would complete the registration details via the response process, rather than by hand. MaCS developed a “new” 3 step process: Mail Letter with integrated password and teaser flyer Web Landing page with greeting and login Detailed formation / Call to Action Qualification form Call Verification and qualification (personal data / test installation / appointment) Success 8.7% response rate from 1,000 addresses; 38 concrete projects (over 3 to 12 months with budget >100,000 Euro)
7. The process in brief The direct mailer is sent to customers to promote the product benefits and the test campaign (with URL) Customer enters landing page via password log-in The home page gives further information and links related to the product and leads the customer to the 2 part questionnaire Part 1 = pre-completed personal data questionnaire and customer is asked to verify his data Part 2 = pre-qualification questionnaire. The questions help HP to pre-qualify the customer and to see whether he should get a test product, or not (threshold = budget, purchasing plans, etc.) The completed questionnaire is filed in the database, making it accessible by the telemarketing agency. They carry out final qualification and set-up appointment with customer Telemarketing agent is notified by email as soon as a new entry is in the database and can start contacting the customer immediately.
8. Customer Hewlett-Packard (Technical Computing) Objectives Lead generation Incentive program for sales teams and channel partners (discount voucher) Address generation (Customers that buy from channel partners and are therefore unknown to HP) for DM campaigns Target Groups IT Managers, EDV leaders, IT Administrators Solution Voucher campaign for use at diverse sales and channel events Sales teams give event voucher with promotional discount to customers Customer registers on the event and voucher landing page, to validate the voucher (with information about terms and conditions) E-mail confirmation with authorization code Customer gets a dioscount when he purchases a product from the retailer Development of the processes / voucher design / voucher website with database connectivity Voucher with high quality visuals and limited information for multiple use ( Sales annotate reverse of the voucher with contact details / logo ) Results Simple implementation/adaptation of the respective voucher campaigns Cost-efficient lead generation: 11,800 vouchers were distributed at 10 events and generated 968 leads, 24 of which resulted in sales worth more than 10k Euros
9. Customer Hewlett-Packard Objectives Positioning of HP within the financial services industry as a leading provider of E-Business solutions Exhibition stand in Hall 18 at CeBIT in Hannover Requirements Generation of contacts within the target groups that hadn‘t been addressed before Solution Flyer – distributed by hostesses at the entrance to the hall – offers free delivery of a bunch of flowers via the Internet, direct from the exhibition. In exchange for a business card, prospects recieved a sticker with a password on the stand that authorized the order – the order could be made on a website access to which was provided on the stand. The individual components of the campaign can be seen on the following slide Results The campaign achieved very high visibility – within the target groups and the company itself. It was repeated at many other similar industry events, and many projects and presentations can be traced back to this campaign The “blooms for bankers”campaign also led to many high quality contacts being made in related areas.
10. Customer Hewlett-Packard Germany Target groups Managing Directors, IT Managers, Heads of specialist departments, project managers, IT consultants, IT buyers, the business customers from Hewlett-Packard‘s sales partners Objectives More regular contact with IT decision makers (HP‘s business customers) and the channel Establishment of a sound informational foundation for strategic technology decisons and concrete infrastructure investments, as well as operational concepts and plans Solution Quarterly print magazine (approx. 56 pages, min. 45,000 copies) E-mail newsletter providing information between issues Comprehensive information on current technology trends and industry topics, as well as practical contributions on products, solutions, services and best practices from HP Results Reached almost 135,000 readers “ HP Computer NEWS provides a market overview on products, solutions and innovations.” (73 % of reader questionnaire respondents) “ I use HP Computer NEWS for decisions and purchase planning.” (77 % of reader questionnaire respondents) Relaunch 2007 – HP CN now even more attractive: Faster access to information through simplified structure that provides a better overview, as well as a greater depth of information for many target groups, through inclusion of technical and economic aspects
11. Customer HP Objectives Create 300 attendees per stop Create awareness for 2007 Position event as the highlight of the year Target audience HP clients and prospects Solution Div. Invitation collaterals Web banners Website with video podcasts, interviews and articles about event topics Flyer Podcasts increase reach Launched in 2006, HP Days is the new event series from Hewlett-Packard Germany‘s Technology Solutions Group (TSG). At each one-day event in Essen, Frankfurt and Stuttgart, the latest technologies, products and solutions from HP and its solution partners were presented to IT decision-makers, IT Managers and industry journalists. To broaden the reach of the events, MaCS supplemented the traditional event communications mix with a multimedia element - HP Days Live. Live-Reportage published in near-real time HP Days Live waas based on a comprehensive reportage concept: The editorial team from HP's MaCS-produced business customer magazine – HP Computer NEWS – reported from each event via recorded interviews with HP customers, employees and partners. Immediately after recording, the reports were cut into 3 minute segments and published on the special HP Days Live website as audio or video podcasts (Vodcasts) at 8am the following day. A “recommend this video” option on the website provided an easy way of distributing the videos to an even wider audience 360 degree communication In order to bring HP Days Live to the widest possible audience, MaCS built the concept into additional targeted communication measures. The morning after each of the three events, a special online edition of HP Computers NEWS covering all the event highlights and containing links to the relevant articles and video reports on the HP Days Live website was sent to around 21,000 contacts. All recipients of the extra edition had submitted a double opt-in agreement for communication from HP. In this way, they received red hot news in a format almost as authentic as if they had attended the event themselves. They also received a further event follow-up newsletter containing links to all the podcasts. As a result, every single contact was able to benefit from an informative and realistic impression of HP Days – and realise that the next event was not to be missed. The listing of the podcasts on the five most visited German language podcast portals supplemented the promotion mix and further enhanced awareness. Over 4,000 video downloads The HP Days Live website was linked to exclusively from the HP Days event landing page. This alone generated approximately 1,400 visits during September 2006. The four e-mail newsletters also produced outstanding results: On average, the different editions were opened by 40.3 per cent of recipients. The nine video podcasts were downloaded 4,169 times in total, equivalent to approximately 15 GB of data or 75 hours of video. The podcasts presented the relevant IT topics as well the appropriate HP products and solutions to a high-quality target group in an authentic, personal and entertaining way. And last but not least, 24 contacts have already registered for next year’s events.
12. Customer Hewlett-Packard Task/objective Innovative way for HP Technology Solutions Group (TSG), to distribute important information about the new role of IT and the relevant solutions portfolio to the sales team and motivate the sales teams Communication via telephone, because the sales employees are on the road so much Target groups HP TSG sales teams Solution Phonecasts, or podcasts, that are accessible by telephone on an anywhere, anytime basis Development and implementation with phonecast service provider Just Digits Development of the script for the recording of the phonecast with the HP TSG management team and interview moderator Preparation of the topic in two consecutive phonecasts, each approx. 10 minutes long Sending of an SMS invitation for access to each of the phonecasts via callback function Collection of direct feedback through telephone questionnaire with voting function Access restricted to authorized personnel that were informed by SMS Results “ We‘re delighted that both the first HP TSG phonecasts achieved a very high resonance with our sales colleagues. And the feedback on the phonecasts was also thoroughly positive.” Melanie Ekert, Communication / Internet Manager HP TSG
13. Customer HP Renew at Hewlett-Packard GmbH Objectives Increase SWD auction business in FY 06 Germany to act as a pilot for a DM campaign to push and win additional partners to take part in SWD/ISS auctions Target audience HP Renew Partners in Germany – and EMEA roll-out at a later date Solution Direct Mail DM including 3D box, gift, flyer and letter with personalised address and pass code Web and email Landing page for registration by using personalised pass code and opt in for raffle Email including instructions and approval for auction Success 11% response rate 152 partner registrations from 1,335 addresses
14. Customer Hewlett-Packard / BEA Objectives Inform the Sales Forces of both companiesabout the business potential offered by joint solutions from HP/BEA Motivation of the sales teams to actively sell the HP/BEA solutions Target groups Sales teams from BEA and HP Solution MaCS composed a three dimensional concept: Impactful box as mailshot to sales people with: Personalized letter Can containing soil and flower seeds: A little water is all that‘s required to enable the flower to grow quickly to symbolize “growing business” 6-page sales guide with all the important and persuasive sales arguments to prepare the sales teams for customer meetings
15. Task/Objective Increase awareness about HP and its powerful workstations among CAD users in particular, and generate qualified leads. Sales of IA-32 workstations among the Autodesk-dominated CAD user segment should also be increased. Target groups: IT team leaders / IT Managers in European companies (D, F, GB, I, NL, E), that use Autodesk Problem: CAD users are very price sensitive and like to use No-Name PCs that are cheaper but don‘t really have enough computing power anymore to handle sophisticated Autocad solutions. CAD users don‘t really know HP, as HP has never offered NT-based workstations specifically for the CAD market before. Approach: The target group is very web-savvy and can therefore be easily contacted via a combination of online and offline measures. Solution: Web – eMarketing – Channel – Offline-Material Implementation: Integrated campaign Web portal with high value for European Autodesk users “ HP Solution Builder” online configurator on the portal eMarketing campaigns to promote the portal among the target group Offline promotion via a CD-ROM with links to the portal Reseller Affiliate Program to increase awareness about HP solutions within the Autodesk channel, with a special CD and postcard to promote the portal Success: The search engine optimization achieved a No.1 ranking in Google search results. The campaign gave HP a significant profile in the CAD market The Autodesk resellers became familiar with the HP solution portfolio, actively recommend HP and direct their customers to the HP/Autodesk portal. More than 330 prospects and 43 partners from across Europe registered. By October 2002, 20,000 visits and 10,000 unique visitors had been recorded on the website.
16. Portal The portal acts as the first point of influence to convince the audience why powerful workstations from HP are the right solution for CAD applications, even if they are more expensive than No-Name-PCs. Additional website elements: Product overview, information about the HP/Autodesk alliance, e-mail notification service, prize draws. To ensure high quality leads, an automatic online process was developed for qualifying prospects before the leads were forwarded to the relevant European partners. “ HP Solution Builder” The central element of the HP/Autodesk website is the “ HP Solution Builder”, that matches the requirements of Autodesk users with the benefits of HP products for CAD. This online configurator helps CAD users find the optimal HP hardware for their installed software solution and usage environment. If the ideal solution is identified, an online form can be used to request a discount offer from a local reseller or HP Inside Sales. eMarketing / Offline Promotion Diverse banner promotions (skyscraper, full banner) for large scale campaigns Newsletter text ads on CAD websites Search engine optimized website development and Google Adwords CD containing direct links to the portal Reseller Affiliate Program for HP/Autodesk Reseller Channel CD in reseller-branded versions Personalized postcards for reseller campaigns Implementation of “HP Solution Builder” for reseller websites
17. Customer Hewlett-Packard / SAP Objective Support the HP/SAP SME initiative through building/increasing awareness Target groups Managing Directors, SME board members Solution Ad design consisting of customer photo, customer quote and short case study copy Primary promotion of the website URL and the ability to order a brochure containing a DVD about the HP/SAP SME initiative Placement of the ads in specialist industry media
18. Customer Libelle Informatik Objectives Generate awareness supported by pointedly aggressive images Increase website visits Support sales Target audience IT Directors, IT Managers, IT Administrators Solution The ads are very provocative and are aiming to worry the viewer to make clear that there are security risks to be tackled. Follow up with eMailings, promoting special and attractive offers like test installations Success The results generated have been very positive; one of the images was used as a poster/panel at SYSTEMS: enthusiastic booth visitors were given the posters as giveaways
19. Customer ORACLE Germany Objectives Build awareness and generate leads for Oracle e-Government solutions in the public sector Target audience Verified address list from Oracle Telesales with 880 public service decision makers. Targeted individuals were to be found in five different specialist areas (finance / procurement / citizens advice office / personnel / IT) all with different needs in terms of eGovernment solutions. Challenge: Target group is extremely heterogeneous and cannot be addressed in detail by a single all-encompassing mailing Approach: “save” could be misinterpreted in terms of reducing personnel, equipment and important resources Solution: Mail – Fax/Web – Call – Mail Slogan “Richtig sparen: intelligent sparen – Die Oracle e-Government Umfrage“ (“Save right: save intelligently – The Oracle e-Government questionnaire”) Implementation Integrated vertical campaign with a total of five different industry-specific mailings, each with: Specific letter including integrated password, questionnaire (fax-response) and giveaway (piggy bank) Landing page / questionnaire as alternative to fax Follow up via telephone by telemarketing team Results report at the end of the campaign (print / e-mail) Success Response rate of 42.7% of measurable questionnaires (= Leads)
20. Customer ORACLE Germany Objectives Develop communication concept and materials for Oracle aimed at SMBs Target group SMEs in DACH Challenge Little awareness of Oracle as a solution provider for SMBs among target audience Market impression: Oracle only offers solutions for large enterprises and corporations Approach Communicate directly to SMBs in Germany, Austria and Switzerland (DACH) Solution SMB seal: “ Oracle bewährt im Mittelstand” (“Oracle SME approved”) Implementation SMB folder SMB folder with one SMB overview brochure and 6 SMB special subject brochures for distribution to the target audience SMB WebPages The SMB target group can find all information they require online. Information is tailored and branded specifically for the SMB market SMB Online Advertising (Banner) Obtain the EBS Flash Demo free of charge
21. Customer Red Hat Europe Objectives Build awareness for Red Hat as worldwide leading supplier of Open Source- and Linux products for enterprises Product launch campaign for RHEL 4 – the latest version of Red Hat Enterprise Linux Lead generation Target audience IT Managers, IT Directors, IT Administrators Solution E-marketing campaign with Stand-alone emails Text ads in Linux relevant newsletters Search engine marketing RHEL 4 landing page as fulfillment Information to RHEL 4 Capture new leads Download of RHEL 4 test version Success Email and newsletter ad response rate: 2.13% Lead rate: 12%
22. Customer Red Hat Europe Background information Microsoft IT administrators and sys admins from KMUs in EMEA need to be convinced about the simplicity and advantages of Red Hat (RH) Linux solutions and services. To this end, the target group should be driven to a local landing page containing a range of information and contact details (case studies, references, guided tours, partner locator, contact sales, etc.) via banner ads and standalone e-mails. Goals L eads and/or page visits to the landing page as well as downloads of the collaterals provided on the site (case studies, guided tours, etc.) General awareness building for RH Linux solutions and services Positioning of RH Linux as the easy, efficient and best value alternative to Microsoft environments Target groups IT administrators, system admins, IT managers (mainly Microsoft users) across all industries from KMUs in EMEA Target countries DE, FR, SE Message “Don’t worry, Linux is easy!” Campaign timeline End of January 2006 – end of April 2006
23. Customer Red Hat Europe Objectives G enerate more sales of Red Hat's Enterprise Linux version 4 (RHEL 4) despite the traditional trough in demand during the summer months Target audience Red Hat Channel partners in Europe (DE, ES, FR, IT, UK, RUS) - resellers and distributors Offer Buy RHEL4 and get a free management module with every RHEL4 subscription + special satellite server promotion (50% discount on a satellite server) Solution Two versions were created for each country, one for resellers and one for distributors. Under the slogan "Pain-Free Server Management" MaCS developed a range of measures to provide partners with co-branding opportunities: A partly editable landing page in the relevant local language Online ROI calculator (can also be used by partners on a standalone basis) English-language web banners in two variants and formats English-language e-mail text templates English-language flyer in Word-/QuarkXpress-format Success The partners in the target countries used the toolkit intensively and took to the campaign so well that partners in the Netherlands and Denmark have also implemented the landing page. Angelika Goll, Channel marketing manager EMEA, on the project: "We are delighted by the fast and outstanding execution by MaCS. Our partners took to the communication tools very enthusiastically and are using them extensively."
24. Customer Red Hat Europe Objectives G enerate more sales of Red Hat's Enterprise Linux version 4 (RHEL 4) despite the traditional trough in demand during the summer months Target audience Red Hat Channel partners in Europe (DE, ES, FR, IT, UK, RUS) - resellers and distributors Offer Buy RHEL4 and get a free management module with every RHEL4 subscription + special satellite server promotion (50% discount on a satellite server) Solution Two versions were created for each country, one for resellers and one for distributors. Under the slogan "Pain-Free Server Management" MaCS developed a range of measures to provide partners with co-branding opportunities: A partly editable landing page in the relevant local language Online ROI calculator (can also be used by partners on a standalone basis) English-language web banners in two variants and formats English-language e-mail text templates English-language flyer in Word-/QuarkXpress-format Success The partners in the target countries used the toolkit intensively and took to the campaign so well that partners in the Netherlands and Denmark have also implemented the landing page. Angelika Goll, Channel marketing manager EMEA, on the project: "We are delighted by the fast and outstanding execution by MaCS. Our partners took to the communication tools very enthusiastically and are using them extensively."
25. Customer STRATO AG Objectives Generate leads for B2B offers Promotion of new B2B offers Target audience Prospects among SMB and big enterprises Solution Promotion email Web banners Landing page
26. Customer VeriSign Europe Objectives Lead generation Creative localization of US campaign Target Audience IT Managers, IT Directors, IT Administrators General Manager (SME) Solution “ No need to re-invent the wheel” – Adoption of building blocks of the US “Muscle-Man” campaign Creation of personalized cover letter separated from campaign flyer along European demands DM offered several response options for addressee. Success The great success of the direct mailing convinced VeriSign of the effectiveness of regional adopted marketing measures and asked MaCS to create a UK version of the direct mailing based on the German version. In 2004 MaCS received the B2B Marketing “ Beacon Award ” from the Business Marketing Association of Northern California (NorCal BMA) for the “intelligent” localization of a US campaign for the European market.
27. Customer VeriSign Europe Objectives Building awareness and image for VeriSign as the (worldwide) market leader in data transfer security solutions Lead generation and lead qualification Customer and lead retention for VeriSign (loyalty) Target audience IT Managers, IT Directors, General Managers in Germany, United Kingdom, France, Spain Solution Competence / know-how transfer via Web – Web campaign: WebAcademy with Webinars about Security; eMarketing measures as event invitation Set-up and establishment of VeriSign WebAcademy with free of charge live internet seminars on IT Security and Security Strategy related subjects Seminar subject development (e.g. Live hacking seminars) Speaker selection aid Positioning of VeriSign WebAcademy as very exciting interactive tool Promotion of VeriSign WebAcademy with the help of online media (search engine ads, eMail marketing, banner) Realization Helpdesk for VeriSign and speakers Success VeriSign positioned as competent and leading Internet Security company Extremely successful lead generation and qualification with >2.000 registered participants (= leads) at 25 Internet seminars
28. Customer VeriSign Europe Objectives Lead generation by promoting a 10 % discount for 10 weeks to celebrate the 10th anniversary of VeriSign Target audience IT managers, IT administrators in EMEA Solution eMarketing campaign for DE, DK, ES, FR, UK, SE consisting of Skyscraper banner Content ad HTML email Promotion landing page
29. Customer VeriSign Europe Objectives Increase customer retention and loyalty Increase the renewal rates for SSL certificates Increase and create opportunities for up selling (i.e. from SSL to MPKI) Target audience Existing VeriSign clients Solution Creation of a quite complex online bonus reward system where customers can get bonus points for different activities such as downloading whitepapers, registering for web seminars, renewing or buying certificates, entering personal quotes, registering for the VeriSign Secured Seal program etc. With their bonus points customers can order valuable gifts from the integrated gift gallery. Success Program was completed to an operational standard but for internal VeriSign reasons was never implemented.
30. Customer Wacom Europe Objectives Concept for a Europe-wide communication of the new dimension in graphics tablets for “Intuos3” product launch Large-scale and easy to understand communication of product benefits Target audience Resellers / professional end customers Solution "Efficiency can be breathtaking” strapline displays the emotional component of the design on one side, and the practical benefit of efficiency on the other side. Intuos3: Design and increased productivity in perfect combination Concept development and realization of the following communication measures in six languages: Product packaging Extensive sales folder for resellers End customer flyer Product ad for designer trade magazines Sales support for Wacom resellers (text templates, data sheets, price lists) Direct marketing email (HTML) to user of previous Intuos2 plus known prospects
31. Customer WebEx Objectives Generate leads in German for WebEx‘s online support solution “Support Center” Target audience IT managers, IT administrators in EMEA Challenge Generate leads for a product which is relevant only for a very small target group Generate leads for WebEx although there is a lack of awareness about WebEx in Germany With Netviewer and Inquiero there are strong competitors in the German market Solution eMarketing campaign consisting of Newsletter ads HTML email Promotion landing page Success Email response rate: 2.74 % Newsletter ad response rate: 0.8 %
32. Customer ZoneLabs, USA (now ZoneAlarm / Checkpoint) Objectives Launch new ZoneAlarm 4.5 within the German market with widest possible dissemination and highest possible conversion to purchasable, professional version Target audience Skilled SoHo PC users and PC professionals Solution Launch campaign that integrates PR and marketing communications elements into a comprehensive and effective strategy MaCS services MaCS created a multi-faceted strategy ranging from public relations to specially-negotiated print and online advertising MaCS arranged for ZoneAlarm 4.5 to be available for download on the most popular download websites In addition, MaCS • Created PR opportunities • Developed an extensive online media plan • Identified special advertising packages to the benefit of ZoneLabs • Developed creative banners, newsletter insertions, buttons, etc. • Created local German-language landing pages for ZoneAlarm and ZoneAlarm Pro Success Within the first month of the German launch, ZoneLabs realized revenue from converted freeware users. ZoneAlarm 4.5 freeware was downloaded more than 300,000 times in Germany in the three months following the launch. The new ZoneAlarm 4.5 Pro version was extremely well accepted in the market. ZoneLabs achieved a significantly higher awareness within the German market
33. Customer Barracuda Networks, USA Objectives Target audience Solution MaCS services Success
34. Customer Jabber, USA Objectives Develop and execute Jabber’s first European User Group conference to develop a strong developer community and promote demand for the company’s products Target audience Jabber’s installed base in Europe Solution The first Jabber European User Group Conference held June 12-14, 2002 in Munich, Germany MaCS services: Planning and organization of conference, event promotion, location research and organization of all necessary logistics and services Assistance with messaging and positioning of the conference Creation of title: “JabberConf 2002: The Connecting Place for Jabber Technology and Business in Europe” (positioning Jabber’s technology as the next important milestone in the ongoing development of the WWW and presenting a unique opportunity for participants to shape the technology of the future) Design of conference’s landing page Development of comprehensive media plan Success Software developers from 11 different European countries attended, forming the foundation of a strong and viable user community in Europe High turnout Flawless execution, from start to finish - attendees could focus on the subject matter and Jabber executives didn’t have to worry about conference logistics A strong, viable European Jabber community has emerged, helping to further promote the Jabber product in Europe
35. Customer Nexsan, USA Objectives As part of Nexsan’s initial launch into Europe, establish the company’s name within the UK and German markets In the long term, undertake projects and activities to further support Nexsan’s growing presence within Europe Target audience Trade press, potential partners and prospects/end users Solution Incrementally increasing PR campaign for Nexsan within the UK and German markets in the six months preceding CeBIT culminating in a ‘big bang’ presentation MaCS services MaCS structured the tempo of press releases so that they reached a crescendo in the period leading up to CeBIT - in all, MaCS delivered information about Nexsan to more than 60 different media outlets and conducted intensive discussions on Nexsan’s behalf Organization of a press tour to introduce Diamond Lauffin, Senior Executive VP of Nexsan MaCS helped Nexsan select booth space at CeBIT, install the stand and advised as to which activities would generate traffic at the booth - within the shortest possible time and under tight deadlines MaCS created a partly localized version of the Nexsan website and adapted Nexsan’s brochure Success Nexsan significantly increased awareness within the target market through comprehensive and ongoing press coverage As a result of CeBIT, Nexsan has contracted with eight additional and industry leading resellers in Germany and now has a solid reseller network More than 200 qualified sales leads established at CeBIT, helping to result in burgeoning European sales for Nexsan Known as an international company, Nexsan is now also accepted as a local player within the UK and German markets
36. Abschlussfolie (Standard-Folien) Auf der Abschlussfolie werden die Präsentatoren und deren Kontaktdaten genannt, sowie die Adressen der drei MaCS Niederlassungen.