Business Objects
Espresso Briefings
Background
Business Objects, the world's leading business intelligence software company,
wanted to run a series of regular web seminars for customers and prospects
to drive frequency and sales. The seminars were to cover their three core
areas of business - business intelligence, data integration and performance
management.
Business Objects wanted their web seminars to have a fresh look and asked us for help with content, planning and communications.
Identify
We rapidly identified a major issue with launching a new series of web seminars: the technology sector is overrun with them. Most are too long, extremely dull and understandably, poorly attended. In addition, web seminars, no matter who organises them, tend to look very much alike.
Recommend
Our first recommendation was to run the web seminars monthly. This would be regular enough to
deliver up-to-date information, but not so frequent as to require an unreasonable level of
commitment on the part of the audience.
Our second recommendation concerned the length of the web seminars and was borne out of the necessity to do something different from the crowd. Most web seminars run for 1 hour- a long time for people to sit at their desks concentrating, ignoring all their other commitments. We therefore suggested to the client that they should keep them short, keep them interesting and leave the audience wanting more! We agreed each seminar should be 20 minutes, a strategy which would also help the speakers focus their minds and keep to the point.
Express
Given that our audience was predominantly technical (IT), a group that receives more through their inbox than most, we needed real cut-through to deliver a communication worth opening and a web seminar worth attending.
With a short, snappy 'no froth' strategy, we developed Espresso Briefings - a series of 20 minute web seminars based around the idea of espresso. This enabled us to use coffee related language and imagery which was dramatically different to anything else in the market place, delivering the cut-through we needed. With interesting content, striking creative and a concept that ran through every stage of the communication, the webseminar will never be the same again.
