Deciding how you want to present yourself after a corporate acquisition or merger is always a challenge. When the merger creates the largest privately controlled tech company in the world, the marketing and communications stakes become even higher.
Following the historic merger of Dell and EMC in late September 2016, Dell Technologies was excited to highlight their unique family of businesses—including Dell, Dell EMC, Pivotal, RSA, SecureWorks, Virtustream and VMWare—at Dell EMC World, May 2017 in Las Vegas. The challenge was that Dell and EMC each had established, industry-leading user conferences that needed to be carefully merged to meet the needs of both alumni audiences while also attracting new attendees. “It was a momentous opportunity to forge a new community of advocates from the strong foundation of two very successful, but distinct, events,” said Dan Preiss, Sr. Director of Experiential Marketing at Dell. “We sought to bring together the best of both worlds with Dell EMC World Las Vegas.”
With a well-formed digital transformation vision just waiting to be shared across the entity’s newly broadened audience, Preiss and his audience acquisition team came to Opus for help in developing cohesive event messaging and marketing that would resonate with prospective attendees, alumni and partners.
Dell looked to Opus for assistance in defining their event messaging strategy and meeting their aggressive registration goals of 10K–12K registrants. Knowing that these two goals were not mutually exclusive, Opus worked with Dell to create a comprehensive audience acquisition strategy along with detailed event messaging guidelines that all members of the team could use before, during and after the event. Together, we identified the key elements from two different companies and events—Dell and EMC—and distilled them into a newly dynamic personality for Dell EMC World. The established messaging was documented and shared with all team members and partners to ensure accuracy and consistency.
We then worked jointly to author an incredibly content-robust event website, produce a range of targeted email newsletters over several months, create engaging web banners, and finesse the messaging on high-visibility videos. We continually monitored data to draw insights that we could use when optimizing existing content or creating something new.
Through our collaborative efforts, the client’s registration goals were exceeded by 13% with more than 13,500 registrants actually attending the show. “Opus was instrumental in helping us define our target audience and messaging, and creating the engaging content needed to exceed our audience acquisition goals at Dell EMC World,” reported Dan Preiss.