Mobile World Congress Case Studies

3 Examples That Demonstrate How Your Company Can Exceed Expectations at MWC

Are your Mobile World Congress plans going to return the results you need? Calysto has managed MWC-specific campaigns for clients, and our results speak for themselves. Check put the case studies below for tips you can incorporate into your own campaigns! 

RacoWireless Steals the Show, Rules Twitter

RacoWireless President John Horn (now EVP and chief strategy officer of KORE) says: “As a result of the social and media outreach Calysto conducted for RacoWireless during Mobile World Congress, we achieved a record 500% increase in our website traffic on the day of our show announcement.”

Business Goal: To grow, in part by driving traffic to the RacoWireless website.

MWC Objectives: To generate as much attention as possible for RacoWireless’ announcement that it would support Sprint’s and Telefonica’s M2M customers. This, despite the “loudness” of Mobile World Congress, the biggest mobile tradeshow in the world.

Audience: Enterprise customers.

Timeframe: One month.

How: Leveraging Public Relations and Social Media:

• Conducted phone briefings under embargo in advance of Mobile World Congress with RacoWireless’ champion analysts as well as top-tier media outlets.
• Carefully selected distribution channels for wire distribution of RacoWireless’ press release with Sprint to ensure maximum visibility to both European and U.S. media covering mobile and wireless news.
• Coordinated media and analyst outreach for the day of the announcement with our U.S. team. This involved pitching the show news to key media and analyst targets—both in the U.S. and in Europe—with the message that RacoWireless is changing the M2M industry by adding Sprint and Telefonica as carriers.
• Developed a list of tweets that RacoWireless could share on Twitter as well as on LinkedIn.

Metrics:  

• Results included stories about RacoWireless’ news that ran throughout the IDG News network, including CIO and IT News, as well as on Forbes, GigaOm, TechCrunch, Mobile Enterprise, FierceWireless, FierceMobileIT, Mobile World Live and more.
• RacoWireless’ champion analysts blogged about the company’s news.
• As a result of the news, Frost & Sullivan nominated RacoWireless for a product innovation award.
• On Twitter, RacoWireless’ share of voice beat its competitors’ on the day of news. 

At Mobile World Congress, despite the show’s massive size, it was clear that RacoWireless and its news with Sprint and Telefonica had generated buzz.

Because of the spike in website traffic, RacoWireless’ sales team had a significant increase in sales calls on the day of its show news. 

Aepona Debuts New Direction with Significant Coverage 

Business Goal: Position Aepona as a global company with a new direction for the company being announced at MWC and its movement towards the emerging segment of cloud services brokerage.

MWC Objectives: Launch a MWC campaign focused on pre-briefs and meetings at the show in order to build industry relationships with press, analysts and bloggers. Prior to this engagement, Aepona wasn’t a known company among the influencers.

Results: Overall, Aepona received more than 20 pieces of coverage from announcements at MWC and the media who were briefed. Messaging was conveyed effectively, as evidenced by the articles in Billing & OSS World and Network World.

In addition, the involvement with the Small Cell Forum played a key role and resulting in a number of articles that mentioned Aepona as the platform provider, opening up the doors to new potential contacts and new types of media attention.

Given the amount of noise normally seen at MWC, the coverage for a smaller company will always be challenging. However, good quality content can be more effective than quantity, especially when it includes key messages.

More importantly, Calysto established new relationships with both media and analysts that will open the door for continuing coverage with Wireless Week and RCR Wireless, as well as opportunities for future stories with FierceWireless.

SOLiD Maximizes ROI through Effective Event Management

Business goal: SOLiD wanted to maximize its ROI at MWC by getting the most out of its show sponsorships and other activities – and by increasing the number of leads it generated at the show

Marketing Goal: Expand the company’s message “beyond the booth” by establishing clear, consistent branding and incorporating it into all of SOLiD’s show-related activities

Audience: More than 85,000 delegates representing a mix of carriers, resellers, system integrators, enterprise buyers and more.

Timeline: January and February 2014

Budget: Approximately $12,500

How: After assessing SOLiD’s planned activities and sponsorships, Calysto developed a plan designed to:

1. Deliver a consistent message to attendees throughout all of the company’s show-related activities
2. Fully leverage SOLiD’s partnerships and sponsorships to increase return on investment in MWC
3. Expand the number of leads generated at the show
4. Ensure all critical deadlines were met.

 To accomplish this, Calysto:

• Developed a lead capture/retrieval system for SOLiD’s booth – including lead qualification questions – from scratch
• Created a Critical Path to track deadlines and keep extended teams in the U.S. and Korea on task
• Made recommendations designed to maximize ROI of four company show sponsorships
• Developed content for multiple subscriber outreaches in sponsorship with industry-leading publication RCR Wireless
• Worked with a trusted SOLiD business partner to host cocktail reception for attendees
• Collaborated with graphic designers and booth planners to ensure the SOLiD vision was fulfilled and a consistent message was delivered
• Developed and delivered 25-page playbook and shorter executive PowerPoint to inform all on-site staff of key messages, activities and pertinent show information (including show schedule, booth etiquette and instructions on capturing booth leads)
• Managed meeting room schedule to ensure that critical meetings received priority booking
• Posted show updates mentioning SOLiD on social media outlets Twitter, Instagram and Facebook

Results:

• Attracted nearly 1,000 delegates to booth, capturing lead information for potential buyers or partners from 26 different countries
• Maximized sponsorship investment by meeting all publication deadlines and tracking down promised sponsorship perks
• Achieved recurring (four-time) brand exposure in front of nearly 50,000 RCR Wireless subscribers
• Booked and/or coordinated meetings with more than 30 strategic partners, media, industry analysts and current customers 
• Attracted more than 225 attendees to cocktail reception co-hosted by SOLiD and a trusted business partner
• Produced nearly two hours of video footage as part of sponsorship to be used in upcoming campaigns
• Created and shared with senior management a post-event assessment with strategic recommendations and best practices for 2015

Learn how Calysto can help you maximize your presence and spend at Mobile World Congress and other tradeshows. Contact Marissa Evans at mevans@calysto.com to schedule a meeting in Barcelona or an introductory conference call before the show.