Mobile World Congress (MWC) is the premier event in the mobile industry, and the largest and the single most important marketing investment for Sicap Schweiz AG, the global device management and analytics vendor. The sheer size of MWC makes it the biggest marketing opportunity, and at the same time the riskiest marketing investment for vendors such as Sicap. Grip Agency, the B2B marketing and PR specialist, helped Sicap make the MWC in 2018 its best-ever MWC.
To maximize the return on its marketing investment for MWC in 2018, Sicap partnered with Grip Agency, the technology marketing and PR specialist agency. Grip Agency planned and delivered to Sicap a total exhibition campaign (see campaign description and results).
Specifically, the campaign comprised: creation of an event theme narrative, a visual design for the stand, landing page, content and event materials, social media promotion, press release, a promotional animation and a video. The campaign was undertaken in co-operation with VanillaPlus, the world leading telecom media, which contributed with a highly impactful program including hosted thought leadership content, email promotions, a banner and background skin advertisements elements.
The GSMA reported more than 107,000 visitors from 205 countries and territories during the four days in the 2018 Mobile World Congress in Barcelona. More than 2,400 companies showcased their offerings across 120,000 square metres of exhibition and hospitality space at the Fira Gran Via conference center.
According to Magnus Moller-Petersen, EVP Sales and Marketing at Sicap, MWC is a massive event and is extremely difficult to become noticed and attract visitors to a booth.
“For Sicap, MWC is the largest and single most important marketing investment of the year and we want the maximum return for the outlay. Grip Agency made the MWC in 2018 the most successful MWC in the history of our company. Grip’s content activations and engagement through social media promotion, emailing and media publicity converted into more than 200 relevant industry contacts and many meetings, encounters and demonstrations during the four-day show,” said Moller-Petersen.
Mikko Nurmimaki, the founder of Grip Agency confirms that the top international B2B industry shows like MWC are tough for vendors. “Only vendors with strong thought leadership images and with sustained outreach to key audiences and frequent publicity on leading telecom media such as VanillaPlus can get the required return for their exhibition investment,” adds Nurmimaki.
Download an info-graphics to get an overview of the MWC 2018 marketing project, including the key performance metrics that Grip Agency delivered to Sicap Schweiz AG.
Learn the ten tips for a CMO about how to maximize returns on exhibition marketing investments on Grip Agency’s Blog.
About Sicap: Sicap is a global telecommunication and IoT solution provider for Mobile Network Operators and Mobile Virtual Network Operators delivering an all-encompassing customer experience to make the mobile world more profitable, manageable and secure. Founded 20 years ago as a Swisscom spin-off, Sicap now delivers solutions to more than 80 mobile service providers in 76 countries. Its international team in ten locations ensures excellent customer service worldwide. Sicap solutions include IoT service enablement, device and SIM management, customer insights and engagement and security solutions. Sicap’s Cloud-based solution combines managed service delivery with a pay-as-you-grow business model to give customers cost-efficient ownership with a quick turnaround. For more: http://www.sicap.com/
About Grip Agency: Grip Agency provides international technology companies distinctive content marketing and global PR. With Grip, its clients gain competitive advantage and a better grip on their markets. Grip Marketing services are offered as an outsourced process with an affordable, fixed monthly fee. Grip Marketing brings together a team of global technology marketing and PR specialists able to rapidly adapt its world-class marketing skills for any hi-tech segment. For more: http://www.gripmarketing.io/