VMware | Launching a Go-to-Market Program in a New Space


Objective

Develop strategy and theme for an IoT GTM campaign initiative

Develop unique launch content for two new IoT products

Package all launch and campaign-related content in a single execution guide for easy access and use by local event marketing teams

Solution

Create campaign look and feel with brand guidelines for global marketing teams to follow and ensure consistency

Create an interactive “Campaign in a Box” with simple execution instructions and hotlinks to assets needed to duplicate promotional campaign and launch events locally

Create a mobile app for live events with six interactive Augmented Reality animations that showcase VMware’s role in the IoT, and integrate 360-degree technical demos for instant access to drill-down information upon request

Produce five videos showcasing key industry IoT use cases

Create promotional materials: web banners, program ads, tchotchkes

Produce campaign collateral: infographic, keynote address, solution brief, datasheets, and white paper

Impact

A distinct, multi-faceted GTM campaign with uniquely engaging content that educates the audience, simplifies marketing and execution for local event teams, and creates market demand for two revolutionary new products designed especially for the IoT.