A 28 year-old global technology trade association trusted by the world’s largest enterprises, service providers and suppliers — including Orange, Ericsson, HP, and Verizon, was looking to expand attendance to its annual tech event—preferably reaching and appealing to a younger, more tech-savvy crowd.
Feeling pressure from other, more “agile” events, and facing a brand that was considered anchored in dated technology, the organization was challenged with not only reaching a new market, but discovering a new way of communicating with that market once they connected. Traditional means of broadcast marketing—even when used in new social channels, weren’t working.
In sending a single, generalized message to an audience of 7 industries, 5 management levels, 3 departments and along 3 tracks for the event, the organization was missing a tremendous opportunity to engage its community with personalized and relevant content. Further increasing the challenge, the organization was attempting to broaden its reach to younger, more agile technologists, while maintaining its brand with the C-suite—two communities with completely different needs, communications preferences, and influencers.