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Champion Solutions Group tackled the IBM challenge with a winning marketing blitz.
1. Appoint a marketing director within your organization
Ownership counts and it's the only way to make marketing work. Someone has to design, execute and measure the success of marketing efforts or they simply won't happen.
2. Do your homework
Champion first conducted market research to identify what keeps CIOs up at night (virtualization and data management) and then designed a marketing strategy.
3. Don't be afraid to spend money
Champion decided to hold a series of symposiums in three cities around the country, choosing high-end hotels and restaurants to hold the events and kick-off dinners.
4. Attendance counts
Champion enlisted every employee in the company and devoted a single day to cold-calling CIOs. The result: 150 confirmed CIO attendees in a single day.
5. Tap your vendors for money and resources
Vendors love these events and are willing to pay because the smart ones know solution providers are often better at pulling these things off than they are.
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