
VMware | Launching a Go-to-Market Program in a New Space
Objective
Develop strategy and theme for an IoT GTM campaign initiative
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Develop unique launch content for two new IoT products
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Package all launch and campaign-related content in a single execution guide for easy access and use by local event marketing teams
Solution
Create campaign look and feel with brand guidelines for global marketing teams to follow and ensure consistency
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Create an interactive “Campaign in a Box” with simple execution instructions and hotlinks to assets needed to duplicate promotional campaign and launch events locally
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Create a mobile app for live events with six interactive Augmented Reality animations that showcase VMware’s role in the IoT, and integrate 360-degree technical demos for instant access to drill-down information upon request
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Produce five videos showcasing key industry IoT use cases
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Create promotional materials: web banners, program ads, tchotchkes
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Produce campaign collateral: infographic, keynote address, solution brief, datasheets, and white paper
Impact
A distinct, multi-faceted GTM campaign with uniquely engaging content that educates the audience, simplifies marketing and execution for local event teams, and creates market demand for two revolutionary new products designed especially for the IoT.