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ZapMedia Case Study
Background
ZapMedia, a privately-held technology firm,
was ready to launch the industryís first broadband entertainment
system that integrated digital music and video files into
a single consumer device. The plan was to introduce the consumer
product to buyers, alliance partners and the international
press at the Consumer Electronics Show (CES) in Las Vegas.
The Problem
Like most major trade shows, CES locks in
space commitments a year in advance. New technology companies,
on the other hand, often develop products with hyper-accelerated
schedules making it difficult to commit to trade shows a year
plus in advance.
When ZapMedia approached the CES exhibit
sales staff, they discovered that there was a waiting list
of 230 companies seeking space at the show. With so much investment
riding on this major new product and the critical holiday
shopping period looming ahead, missing CES was not an option.
Desperate for a solution, ZapMedia considered
staging a major off-site event in conjunction with a multiple-media
buy in order to build buzz and attract the attention of CES
attendeesat CES. ZapMedia was willing to make a major investment
to launch the product at CES ‚ even if the money was spent
peripherally to the Consumer Electronics Association (CEA).
The Solution
ZapMedia approached The Mission Group to help
to develop a presence marketing plan of action for CES. Rather
than developing an off-site event, The Mission Group suggested
that they explore other strategic avenues with CES.
The key was to "elevate the conversation"
beyond a "space available" issue. The Mission Group
approached the executive level of CEA in order to bring the
long range interests of both ZapMedia and CEA to the table.
All of the parties worked together to
develop a tactical marketing package that maximized exposure
for ZapMedia without requiring floor exhibit hall space in
the exhibit hall. The plan included a major press luncheon
to launch the product, full page directory advertising, banners
and signage throughout the hall, limo signage, Web sponsorship
and three speaking opportunities for company executives. ZapMedia
also exploited networking opportunities wherever possible.
Results
The Mission Group helped ZapMedia commit and
schedule its resources for the show. It also established a
system for measuring results so that the CEO and CFO would
be kept constantly informed as the plan went forward. A high
level of commitment throughout the organization was critical
for success.
As a result, all of the stakeholders in
the company exceeded their goals and expectations. The CEO
met his key appointments, formed strategic alliances and participated
in speaking engagements. The CFO secured new financial capital
and met with the analyst community. The VP of Marketing was
able to build a brand presence for the company and product.
Sales and Business Development executives were able to land
a manufacturing agreement with Samsung, establish relationships
with Microsoft and Harmon Kardon, and achieve their distribution
goals. The product received TV/print press coverage in over
30 international markets.
Total investment: $700,000
Return on Investment: $28.6 million
Cost per attendee: $7.00
Lessons Learned
Successful presence marketing demands that
corporate exhibitors take a multi-faceted approach that fulfills
the strategic objectives of each arm of their organization.
It also requires a coordinated commitment from each of these
stakeholders.
On the show producer side, trade show organizations
need to look beyond their role as a "seller of space"
and instead, actively engage in the strategic marketing objectives
of the exhibitors. Wwith todayís dwindling resources and increased
competition, in the tradeshow marketplace, show producers
need to cultivate long-term relationships and help achieve
marketing success for their exhibitorsactively engage in the
strategic marketing objectives of the exhibitors
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