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Our marketing team led high-flying events targeting the local markets. Our strategy was always defined to increase awareness on our "home court." We leveraged our relationships with our strategic powerhouse alliance partners such as Microsoft, VMware, Apple and HP to build our brand awareness with a unique events strategy.
We held a variety of local events with some of the industry's power players, including HP's former CEO, Mark Hurd; Jeff Raikes, CEO of the Gates Foundation; Todd Bradley, executive vice president of HP's Printing and Personal Systems Group; Alan Mulally, CEO of the Ford Motor Company; and Pete Carroll, head coach for the Seattle Seahawks. Hurd, now Oracle's president, recently returned for an executive customer roundtable. In addition, we sponsored a customer appreciation event at a University of Washington football game each year, executed an aggressive campaign to reach local customers with local radio advertising, and used YouTube to communicate our message on energy management. We also held annual charity golf outings supporting organizations like the Fred Hutchinson Cancer Research Center and the Todd Stabelfeldt Foundation, and we participated in other events that supported many local nonprofits, including the Wounded Warrior Project, Special Olympics and Healthcare of the Future.
Our local awareness seeding strategies produced growth and profits. We grew our revenues by triple digits or 10X market by executing on some very basic and simple strategies. By partnering with the local business journal and sponsoring regional sports and other marketing events, our team was able to achieve tremendous results and heighten its visibility among our prospect base.
Marketing insight, performance, and forming strategic alliances with vendors and distributors make you stand out as a clear winner, and they help you leap frog your worthy competition. Today, more than ever, the CMO holds the power to drive brand awareness, relationship building, sales and customer satisfaction.
As a member of the CRN XChange advisory board, I'm planning an event and keynote to discuss my experience with local solution provider marketing before the XChange and XChange Public Sector events in Washington, D.C in August. I'm interested in sharing best practices, so reach out to me at email@example.com with your success stories.
John Convery is president and CEO of John Convery Consulting, a Seattle-based firm that enables technology manufacturers and their service provider partners to join forces for strategic planning, leveraging all partner programs to assure maximum profitability, enhanced marketing and sales performance. In addition, he is a member of the HP enterprise server, storage and networking advisory council, and serves on the UBM/CRN XChange and Best of Breed (BoB) advisory boards.