PROJECT: Strategic Marketing Program, Trade Show Prospecting Program
CLIENT: Artel Networks
Artel Networks Increases its Marketing Bandwidth with Integrated Marketing Program
Broadcast networking company Artel is known for their high-quality professional broadcast hardware, used for video transmission across the globe. Their new software and product line release called for a fresh, powerful presence on-line and at the NAB shows. Image 4 was contracted to develop a visibility campaign on-line and in-market.
Artel Networks makes network switching components known for quality, reliability and ease of deployment. Their latest generation of US-made hardware boasts software-controlled management of video data streams, optimized for broadcast quality streaming. This industry-leading platform differentiates Artel and called for a technical communications and product positioning program which Artel had never developed.
Image 4 and V.P. Marketing, Raf Fonseca, began by researching competitive positioning and Brand awareness. Based on learnings and data from the field sales network, we developed a communication matrix targeting engineers, purchasers and production managers who make the decision to specify Artel. Our collaborative teams developed content including photography, video, white papers and technical documents that emphasized the challenges in remote broadcast and Artel’s unique solutions.
After a CRM cleanup, a 12-month communications program was launched including LinkedIn posts and video, emails and postal mail. While our content group was busy, our design group developed a fresh new iconography and brand treatment and embedded it into the website, presentations, tech data sheets, and the trade show exhibit.
Artel’s major releases were scheduled for the National Association of Broadcasters convention. Image 4 designed a towering 20×20 exhibit with demo stations and integrated Artel’s technical hardware demo unit as part of the 1-to-1 interaction with broadcast engineers. The show and integrated communication campaign have proven highly effective, resulting in many more product demo opportunities and technical specification RFP’s.