Client Case Study: Siemens

Challenge

Siemens was preparing to launch its new OpenScape UC Suite 2011, a comprehensive suite of enterprise applications designed for collaboration across several platforms. In preparation for the launch, Siemens acquired a company called FastView, a fast-growing provider of collaborative software. The solutions that Siemens developed promised significant improvements over competing products, but the challenge was to differentiate Siemens’ products from competitors who were also poised to roll out or update unified communications software.

What We Did

In the field of enterprise communications, trade publications and analyst opinions are vitally important. Connectsm worked with key editors in the industry to develop the proper announcements and place articles in key publications. The campaign also utilized social networking channels to allow news to spread virally.

The marketing messaging focused on the convenience of the OpenScape suite compared with other solutions, such as the ability to use it without installing new software. The messaging also centered around the product’s features and affordability compared with the alternatives.

Results

The campaign has proven very successful with the media around the world. Through December 10, 2010 a total of 88 unique articles had been generated, along with hundreds of reprints. The announcement was retweeted more than 200 times, showing traction in social networks. Given the media attention the OpenScape suite has generated and continues to generate, Siemens expects successful sales throughout 2011.