Sybase had engaged in a groundbreaking partnership
with IBM, but key customer awareness and
understanding of the partnership and its
benefits were poor.
To reach key customers en masse, Strand
& Associates planned and executed a
user event in conjunction with Sybase’s
TechWave trade show (a must-attend annual
conference for Sybase customers from around
the world). To capture the attention of
busy conference attendees and ensure their
attendance, Strand focused on key details
to make the Sybase-IBM partnership event
compelling and fun.
Staging the user event at TechWave allowed
Sybase to reach large numbers of key customers
in an environment that was conducive to
delivering a complex message – at
relatively low cost. What’s more,
careful attention to design and promotion
yielded an entertaining event that delighted
attendees; the resulting positive word-of-mouth
extended the promotional value of the event
beyond Sybase’s expectations.
