Campaign for EMC Computer System
Firm: Glaubicz Garwolinska Consultants -- Warsaw
Client: EMC Computer System
Specialty Area: Brand Development
Date: 07/07/2004
EMC Computer Systems Poland
EMC Corporation, based in Hopkinton, Massachusetts (USA), is one of the biggest world-wide producers of the integrated software solutions and supplier of corporate information infrastructure solutions. EMC Computer Systems Poland was established in the beginning of the 90s in Warsaw as a Polish branch and distributor of EMC products.
Starting situation:
- unknown name and profile of the company among potential Clients and journalists
- unknown products by EMC
- big competition on the Polish IT market
Weak knowledge of EMC brand in Poland had an effect on low sale of company’s products.
CHALLENGE:
The most important objective was to build the brand awareness of EMC Computer Systems and its products as the leader in the data storage market for big companies. The other objectives evolved along with growth of EMC position. They included:
- strengthening the awareness of EMC and its new products
- informing about EMC activities in Poland and world-wide and its position as the market leader and the innovator
The project included three stages:
1st STAGE - BUILDING BRAND AWARENESS OF EMC AND ITS PRODUCTS
Our goal was to introduce to the Polish media and the Polish consumers EMC as a company which is the leader on the world’s storage market.
ACTIVITIES:
- market research regarding the use, knowledge and demand for data storage in the biggest Polish companies,
- media relations (preparation and distribution of press materials about EMC history and present activities both in Poland and all over the world, press conferences with EMC executives, press releases, sponsored articles in selected trade media).
2nd STAGE - STRENGTHENING EMC POSITION AND LAUNCHING NEW PRODUCTS
Our goal was to promote EMC brand name and to let customers know the EMC products.
Activities:
- media relations (media audit, press conferences and briefings, sponsored articles in selected trade media, distribution of reports concerning global trends for storage to prove the great potential of EMC and necessity of using its solution in new economy, inviting selected Polish journalists to CeBIT fair in Hannover, opening new office of EMC in Warsaw – special briefing for journalists and key Clients),
- internal communication (newsletters for Clients as a source of information about EMC solutions and communication platform for future sales activities),
- special events regarding launching EMC's new products.
3rd STAGE – MAINTENANCE OF EMC'S POSITIVE IMAGE AND THE EFFECT OF ITS PRODUCTS USAGE
Our goal was to broaden the information receivers in order to make EMC brand and products more recognisable among journalists and potential Clients not directly connected with IT departments. We presented EMC products as well as technology solutions and trades where EMC products are used.
Activities:
- media relations (press conferences and briefings, press releases, sponsored articles in selected trade media, invitation of selected Polish journalists to Paris and to CeBIT fair in Hanover, annual media audit among journalists to check the efficiency of communication campaign and journalists needs),
- special events regarding launching EMC's new products,
- organization of recurrent meetings between EMC executives and most important Clients and Distributors (i.e. DELL Computer),
- internal communication (newsletters for Clients as a source of information about EMC solutions and communication platform for future sales activities).
RESULTS
After nearly 3 years of our PR campaign the EMC brand and products awareness have 97% recognition among IT and business journalists (source: annual media audit). Direct communication to the Clients lets the EMC increase sale for 57% during last 3 years (source: EMC Poland). We also established the appropriate environment for the emergence and understanding of information data storage systems concept and value.