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DATA Inc. Networking Mixers - Marketing Case Study
Data Inc., an IT consulting company, aimed to change its 'body shop' image by organizing networking mixers for field IT consultants to enhance brand perception and foster relationships. The events successfully motivated consultants, built trust, and led to increased referrals and business opportunities, ultimately positioning Data Inc. as a primary vendor in the financial services sector. George Nikanorov, the head of marketing, executed this innovative strategy, which was well-received and resulted in a more positive company image.
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DATA Inc. Networking Mixers - Marketing Case Study
- 1. DATA Inc. Networking Mixers MarketingCase Study
- 2. The Organization –DATA Inc. • IT Consulting Company – Staff Augmentation – Application Development • Targets Fortune Financial, Pharmaceutical, Public Sector
- 3. The Challenge Change the‘body shop’ image • Develop tactics that would change the perception of the company with IT consultants – Build brand ambassadors – Gain competitive intelligence – Increase retention rates of top performers – Gain additional referrals for business and candidates
- 4. The Idea A ‘meetup’style event • Develop the ‘Networking Mixer’ to – Enhance the organizational brand – Motivate the consultants – Gain business intelligence – Build additional opportunities
- 5. The Strategy • NetworkingMixer – Targeted ‘field IT consultants’ – Main office attendance: • Management • Recruiters • Support Personnel …to put names to faces, talk directly to the consultants and build trust
- 6. The Strategy • NetworkingMixer – Held in key areas based on consultant count including: • North / South Jersey • New York City / Jersey City • Baltimore, MD • Stamford, CT
- 7. Event Outreach forAttendance • Included – Email marketing to consultants – Direct outreach by • Recruiters • Marketing • Support personnel
- 8. Marketing and positioning •Marketing material developed to target ‘field IT consultants’ – Facilitated • Blog followers • Social media followers • Direct messaging
- 9. The atmosphere It wasfun and spirited!
- 10. Lots of SocialMedia content! • Attendees were invited to Like us on Facebook after the event • Showcased the ‘people’ element
- 11. The Results • Motivatedfield consultants and a better company image – Facilitated better brand ambassadors – Built better teams at client sites (i.e. field consultants knew they were not alone) • Resulted in referrals for both new candidates and new business opportunities
- 12. The Results • Facilitatedbetter relationships – Both recruiters / support and field IT consultants built better relationships • Resulted in increased business – Named one of two primary vendors at a financial services company. Reason: “there’s something about our consultants!” • …and of course – More “Likes” on Facebook
- 13. My Role • Headof Marketing – DATA Inc.
- 14. My Role • Chargedwith developing and executing ‘out-of-the-box ideas’ – It started with an ‘idea’ The idea was tested… …and it worked! There was no true ‘data’ to support this idea. It required a test and a risk! That is what I do!
- 15. About George Nikanorov •Over 15 years of B2B and B2C Marketing and Communications Experience • Successful track record spanning multiple industries and verticals • Recognized speaker and panelist • Educator and Volunteer
- 16. Contact Me gnikanorov@hotmail.com linkedin.com/in/georgen -@george_n – Twitter facebook.com/gvnikaorov