Western Show Party at ESPN Zone for Toshiba and Texas Instruments

Overview

Toshiba is recognized as one of the world’s leading technology innovators. Its Network Products Division (NPD), a branch of Toshiba America Information Systems, develops and markets a range of broadband access products through cable operator and retail channels. Toshiba planned to release its newest cable modem gateway, the PCX4500, at the annual Western Show in Anaheim, Calif. and sought to showcase its new gateway, strengthen relationships with major multiple system operators (MSOs) and retailers, and garner media and analyst coverage. Toshiba NPD turned to Clearpoint Agency to devise and implement a strategy to unveil its newest product in an innovative way at the Western Show. Clearpoint determined that an exciting sports-themed event touting Toshiba NPD’s “wins” would best meet the client’s objectives.

Research

To assess Toshiba’s current perceptions and develop a cohesive strategy for Toshiba NPD’s new product release, Clearpoint Agency monitored trade, consumer and newspaper articles and analyst reports. The agency conducted a mini perception audit of the trade media, calling key editors for feedback, analyzed press coverage and surveyed media following Toshiba’s past Broadband Plus event to determine if the event proved a success. Following this research, Clearpoint Agency management interviewed Toshiba executive, marketing and sales staffs. The agency discovered that Toshiba hit the 5 million modem mark and saw the milestone as an opportunity.

Further research was conducted to reveal Toshiba’s wide-ranging communications program objectives to determine what would best support those objectives, specifically at the Western Show, as well as define target audience and build strong relationships with customers, partners, vendors and media.
Clearpoint Agency established the following objectives:

• Ensure key publics are informed about new product
  
• Enhance and leverage Toshiba’s and partner Texas Instruments’ (T.I.) stellar reputations in the cable broadband industry
  
• Create a “buzz” on the Western Show floor
  
• Create a relaxed, fun atmosphere for Toshiba executives and sales team to entertain and develop stronger relationships
  
• Establish Toshiba NPD as the industry’s technology innovator with key audiences
  
• Communicate the benefit of the product to MSO audience by demonstrating the home networking revenue opportunities
  
• Clearly define best-of-breed features such as the JumpMASTER, Stateful Inspection firewall and Jungo software
  
• Clearly communicate the PCX4500’s USP and differentiators
  
• Communicate the PCX4500’s efficiency and low cost as a single port, all-in-one cable modem router

Clearpoint conducted secondary research on competitors in the wireless cable modem industry, including investigation into new product announcements, reviews, timing, etc. Clearpoint Agency continued to review and update Toshiba’s media and analyst lists, and custom tailored pitches for the PCX4500 to target media.
Additionally, in an effort to expand PR opportunities for Toshiba at the tradeshow and event, and to enhance its ongoing PR program, Clearpoint Agency researched and recommended to Toshiba a charitable donation component for the event. Clearpoint reviewed multiple charities, conducted a cost/benefit analysis, devised a PR plan and made recommendations based on the findings.

Finally, research was done to determine opportunities and challenges of an event, including the best partner/co-sponsors, competing events, venue, food and beverage, entertainment options, and transportation.

Planning

Drawing upon perception research as well as the successes of the previous year’s unveiling party, Clearpoint determined that an event would best meet current communications objectives. It would also present the ideal venue to launch the PCX4500 Wireless Cable Modem Gateway, scheduled to hit retail shelves and be available to cable operators in mid-December. Clearpoint met with marketing and operations staff at Toshiba to discuss strategic goals, review venue options and go over tactics. Research had helped to define key audiences including: MSOs, regional cable operators, technology partners, media and industry analysts. Texas Instruments was chosen as the best partner and Toshiba NPD worked with Clearpoint Agency to pursue T.I.’s participation.

Event goal: Create maximum exposure at the tradeshow through a high-energy, strategic event to enhance relationships with key audiences and gain heightened awareness of Toshiba NPD, its new wireless cable modem gateway and its partnership with Texas Instruments.

Clearpoint Agency developed a rough estimate for an event for 350 guests (see attached estimate). After the client approved the budget estimate, Clearpoint Agency created an event plan and recommended a theme, venue, food/beverages, entertainment, gifts, prizes, MSO award program, charitable donation presentation program, graphics, communications options and transportation. Clearpoint also worked with T.I. ensure the event met its current communications objectives.

Upon Toshiba and T.I.’s approval of the budget and plan, Clearpoint set out to plan every aspect of the event –

• Investigated and selected venue
• Developed event plan
• Developed key messages
• Developed and coordinated Good Partner Award program to recognize MSOs
• Developed PowerPoint presentation
• Managed media and analyst relations for event and new product launch at show
• Managed audio visual for event
• Booked entertainment, including band and Laker Girls and managed talent
• Worked with interactive vendor to create electronic save the dates, RSVP confirmations, e-vites and printed post cards
• Worked with Toshiba and TI sales teams to secure database for invites
  
• Managed stage schedule
• Coordinated shuttle transportation for event
• Coordinated food and beverage
• Coordinated signage
• Coordinated gifts, photos and prize drawing

Clearpoint Agency determined that the event also presented a media relations opportunity. Clearpoint arranged appointments with select media including trade reporters and industry analysts to demo the PCX4500 in a nearby hospitality suite. The strategy paid off, with numerous hits resulting in the cable broadband trade press.

Execution

In order to secure key publics’ interest, Clearpoint sent invitations electronically several months prior to the event, allowing guests to automatically RSVP using an interactive form that provided confirmation and a map to the locale. Additional invitations were mailed by Toshiba sales staff and were handed out on the show floor to solicit interest from prospects and vendors. To personalize the invitations, Clearpoint Agency invited VIPs, MSOs and media guests via personal call and emails.

Challenges:

1. Hit the attendance goal of 350.
2. Stay within target budget.
3. Attract VIP MSOs who rarely attended show events.

Solutions:
Clearpoint worked to ensure superior attendance by sending out multiple invitations and by providing fun entertainment with performances from the Laker Girls and a live band. Clearpoint Agency also added a custom martini bar. Since there was no room for a martini bar in the budget, Clearpoint contacted VOX Vodka and struck a deal. Toshiba would serve only VOX Vodka martinis and would feature VOX signage at the event in exchange for a discount on product and a free ice sculpture, as well as VOX hostesses serving martinis to guests – it was a big hit!

Clearpoint recommended that Toshiba present Good Partner Awards – a concept designed by Clearpoint. Key MSO executives were encouraged to attend and pick up their award from Toshiba. Wood and bronze award plaques were created for each MSO and were presented on stage by a Toshiba executive. Every MSO attending the Western Show came to the event and made an appearance on stage.

Prior to the show, Clearpoint secured 11 appointments with the media and analysts. The agency created a comprehensive briefing book for each spokesperson with work samples and background information on each scheduled interview, key messages and a question and answer sheet (see schedule). Clearpoint also produced press kit materials to be distributed during booth appointments in the pressroom and at the event.

Results

The event proved a tremendous success. Evaluation of objectives were measured through four primary criteria:

1. Feedback from Toshiba executives, sales and marketing staffs.
2. Smooth execution up to and throughout event.
3. Analyst and media reactions, perceptions and media coverage.
4. MSO and key contact attendance.

Clearpoint Agency was successful in meeting event objectives.

• More than 450 people attended including key MSO contacts, cable operators, technology partners, industry analysts and media – 110 more than the estimated attendance – Toshiba & T.I. management were thrilled.
  
• Toshiba and T.I. reported that their staffs detected a definite “buzz” at the show the day after the event.
  
• 11 media members & 5 industry analysts attended.
• No problems were encountered during event.
• Guests were pleased with amenities and entertainment.
• The Good Partner Awards program was successful in getting all the key MSO contacts to the event.
• Toshiba reported to Clearpoint that there were numerous important contacts made & relationships strengthened at the event that resulted in a series of new contracts for 2004.
• The event was featured in several show dailies, and due largely to the success of the event, Toshiba’s PCX4500 was highlighted in 20+ publications, including CEPro and Wireless Week.

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