Tata Communications' Unified Communications (UC) team needed a theme for their most important conference of the year, Enterprise Connect. What's more, they were launching a lot of new products, each competing for attention, each with its own unique features, benefits and tag lines. I worked closely with marketers, product managers, and the internal creative services team to crystalize a singular, coherent yet all-encompassing messaging strategy for the conference. It was so successful, the UC team continued to use the strategy beyond the conference.
From the Whiteboard, a Message Emerged...
Simple yet complete. This message was so successful at the conference, in fact, that the Unified Communications team continued to use this marketing strategy and campaigns for the rest of the year.
...Which We Then Developed Into an Event Brochure.
The message of the campaign was then developed into a comprehensive brochure for the Unified Communications portfolio, for sales reps to use in the booth and throughout the conference.
And This Nice Booth in the Picture?
With all the smiling faces? That took planning. Given how big and loud the conference would be, and given all the new offerings, we know it would get noisy and crowded. So we chose a large corner booth, and I worked closely with our Creative Services team to design a concept that would be light, airy, and inviting, which also made the the "anywhere, any time" theme more tangible.
And Don't Forget the eBook for Lead Gen and Follow Up!
I worked with the team to quickly create a new eBook, written by an in-house thought leader. We made available on the event website for people who completed a form, and we sent it via email to prospects who signed up at the booth for a demonstration.