• Building an engagement programme

      NetApp is now a well-known and highly respected storage vendor, but when it first launched into EMEA the company faced an uphill struggle – despite having a brilliant product, and an outstanding sales team, it had little customer recognition.

      We were introduced to the company by their PR agency to develop a customer engagement programme that captured the minds of prospective customers and resellers by focusing on how using NetApp helped IT managers improve their service to internal customers.

      The programme found us interviewing customers as diverse as Ericsson in Sweden and a Formula 1 Racing team in Oxfordshire. In total we profiled over 20 customers and actively engaged with them to help promote NetApp through:

      • Customer case studies
      • Press and PR stories
      • Customer newsletters
      • Product launches
      • User group
      The key to the programme’s success was that we worked with each customer to find ways to promote their own roles in the success of each project. This gave the customers good reason to take part rather than just doing their supplier a favour.
    • In several cases the stories were featured in trade press articles, with one customer subsequently attributing winning his next job to the good publicity he enjoyed.

      As with all our engagement programmes the approach was very much ‘customer-first’ and produced a very cost-effective way of gaining maximum publicity.

      As Chris Gale, then Marketing Manager Northern Europe commented“With some outstanding customer work, you helped us move from being a relative newcomer to a mainstream player, despite a very low budget.”

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