We recently had the pleasure of working with one of our clients to help restructure a marketing awareness program, in a world with no trade shows.
The Technical Advisory Group (TAG) at Cohesity, started the year with a targeted and themed marketing plan to create awareness and social media chatter. They had created and scheduled a series of trainings and events around a Race Circuit Theme, complete with a trip to the Grand Prix in Amsterdam. In January, we started coming up with race related ideas. A big piece was around events at VMWorld, one of the largest trade shows in the industry. We came up with ideas, orders were placed and everything shipped to STK Promotions to be warehoused until trade show season. Specifically related to VMWorld, we ordered SWAG for two distinct programs.
1 – Eight unique 1/64 scale cars, each roof printed with a letter spelling Cohesity
2 – Car jump starter/battery packs
Then the pandemic happened.
All of that product was here in our warehouse but the mechanism to hand it all out was gone. The team had to adapt and get creative.