Question

Topic: Strategy

Event Plan For Service Povider To Cdma Companies.

Posted by Anonymous on 9/30/2005 at 2:48 AM ET 125 Points
Have to propose BTL activitiy to a chip developer of CDMA phones. Idea is not to create big-buzz becasue they do not deal directy with end buyer but at the same time wants to make his presence felt so that end user are at least known abot them and their specialities.

Location :- India

Budget:- Depends

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RESPONSES

  • Posted by antonio.alexandre on 9/30/2005 at 6:23 AM Accepted
    Hi

    firstly take into account:
    - product pipeline and release plan;
    - value proposition: what is it they do better? what to they offer? what needs to they address?
    - identify key-speakers, opinion leaders and opinion makers;

    Then, some actions you might want to consider:
    - arrange for som independent experts (universities, investigators, etc) to write to specialized magazines about the product;
    - arrange for journalists, to be able to test the product and then publish articles on them;
    - try to arrange a success history, and then go to the media with all the facts; make sure their clients want to talk about it.
    - take advantage of the internet: if you are able to put that chip/technology under discussion in a high visibility blog, that will be a lot of help;

    Just some thoughts.

    Hope they help somehow.

    best regards
    António Alexandre

  • Posted on 9/30/2005 at 7:06 AM Author
    Thanx Antonio,

    Your suggestion is to the point but I want to add on few things e.g. Is conference (Press & Experts) is the only way out ? or can we do something beyond that!

    This chip group has two immediate client
    1. The CDMA service providers and
    2. CDMA phone manufactures.
    Now they can't imagine to do something without ignoring at least their two main service providers in India. So they need to be included (U can say that theCDMA industry promotion kind of thing) but the motive is to leave a long lasting conectivity with the end buyers so that in future if they do some innovations at least people know that tis is from Chip company not CDMA service provider.

    Regards

    Randhir Jha
  • Posted by Chris Blackman on 9/30/2005 at 8:17 AM Member
    You mean like "Intel Inside"?

    Do you really think end buyers actually care about the chip inside the phone?

    I think you can lead the horse to water, but you can't make him enjoy the view.

    What's the difference? If my new phone doesn't have your CDMA chip, will I be missing something? That's the message you need to work out.

    Personally, I really doubt the potential cost-effectiveness of a campaign to end-users like this.

    ChrisB

  • Posted by Mushfique Manzoor on 9/30/2005 at 10:32 AM Accepted
    hi randhir

    one thing i need to ask you first, is your chip is placed in RUIM-CDMA sets or in normal CDMA sets?

    the reason i ask is most of the cases of CDMA service, unless the set has a RUIM (Removable User Identification Module) facility, the subscribers have a very limited scope of changing set as frequently as GSM subscribers which in turn limits what you want to achieve (making people know about your chip like what Intel did).

    and like Chris mentioned, subscribers have very little interest on what kind of chip is in their set, as opposed to Intel in PC, since the service is dependent on operator as well as set.

    so, i suggest you to first highlight some feature that your chip adds to the CDMA set that makes the set stand apart from others like LG, Hisense, Nokia etc. Based on that feature you will then can create event plan.

    hope that sheds some light.

    cheers!!
  • Posted on 9/30/2005 at 10:49 AM Member
    I can understand the outcome you are looking for, but there is not enough input on the product or the target market to do anything but hit or miss on the concepts you seek.

  • Posted by antonio.alexandre on 9/30/2005 at 11:54 AM Accepted
    Randhir,

    I think your clients have a business issue (first) and an image issu (after). Each one has to be dealt with in separate but comunicant ways.

    That is, they provide production capacity but have difficulty comunicating the market their image. they're a commodity. They come with the package.

    So they need to create brand awareness. You do that with one of 2 ways: massive advertising investment with short term results or investment in PR with (from my point of view) more sustainable results in the long run.

    The "Intel inside" analogy is a good one, provided that you come up with a clear value proposition along with it.

    so why not start by sponsor events the end-users like? or by promoting visits to their facilities to small groups such as schools; or coming up with a scholarship in electronics, for instance.
    however I must warn you that you should tell your customer that brand building - if you want it sustained - is a long range operation. The outcomes of whatever you do now, will take some time to arise.

    If you want to discuss this any further click my name and send me an e-mail.

    Regards
    Antonio
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