Gigamon slides dec 12
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Transcript of Gigamon slides dec 12
Claire AylesManaging Director
Richard ScarlettSenior Account Manager: UK
Oliver FischerAccount Manager:
Germany
Violaine DesmonsAccount Manager
France
Aislinn CollinsAccount Executive:
UK
Challenge
Low media profile
Objective
Educate enterprises, service providers and
channel partners about Gigamon’s differentiators
and brand values
Objective
Hard hitting, relevant campaigns to
establish thought leadership and define
market need
Challenge
Emerging and technically
complexmarket
Campaign planning
Issues-based campaign
CSR campaign
Social media
Corporate campaign
Campaign planning
Kick off meetings
Meet with key HQ, EMEA and local personnel
Six month plan
Objectives, messages, activity timelines and
measurable objectives
Media training
Issues-
based
campaign
See what you’re
missing
See what you’re missing: Months 1-3
Multi-country CIO survey
Report for Gigamon website
Localised releases
121 interviews to announce news/strike up relationships
Use stats in media pitching
See what you’re missing: Longer term activities
Article series (two/quarter/country)
• How 2013’s IT projects need better network visibility• The network as the poor relation of IT• The security threats of having limited visibility• How the channel can refocus tech investment on the network• Vertical themed articles
Rapid response to breaking news
Forward features
See what you’re missing: Longer term activities
Speaking programme/trade shows
• Pitch for speaking slots on the ‘See what you’re missing’ theme• Pre-show publicity• At show news and interviews• At show tweeting to increase foot fall to the stand
One event per country/per year
Corporate
Campaign
Corporate campaign: 1-3 months
Multi-country channel campaign
• Partner programme news plus interviews• Personal profiles in each country• Pan-European profile
Analyst kick off
• Meetings/conference calls with key targets
Corporate campaign: Longer term activities
News and customer reference programme
• New wins• Exclusive interviews• Case studies
Awards
• Telecoms: GTB Awards/WCA Awards• Channel: Microscope Aces/CRN Awards• General IT: BCS/Computing Awards
Analyst relations
Social
media
• Populate following/follower lists with European targets
• Create local tweets – coverage, themes
• Use hashtags and enter into dialogue
• Create compelling content to spark conversation
• Show behind the scenes glimpse of Gigamon
CSR
campaign
Gigamon London BlackSpot App
Black spot and safe route selector
Register for branded hi-viz pack
Photo shoot at London’s worst black spot
Media launch
Social media buzz
• @GigamonSafeCycling• Hijack Facebook Groups
Hi-viz sponsored ride
Gigamon branded hi-viz gear
Celebrity endorsement
Social media push
Local/trade media outreach