SUMMARY
Enterprise Storage has a strong growth momentum in China Market. However, IBM Storage is facing fierce challenges since local IT vendors get stronger. We have to redefine the value proposition to stand out from competitors, to increase awareness and clients' preference.
With this purpose, we created the idea by analogizing data storage with Chinese food, emphasizing resemblance between data & flour, solution & cooking methods, and data value & dishes. We continued to apply the idea to build up a series of IT Talk show name “The Art of Data Storage”, which topics focused on data storage management. The exclusive way not only delivered brand differentiation, but also impressed clients.
As a result, we broke through the serious style of B2B marketing into more attractive and compelling, increased brand awareness significantly. Most important, this campaign generated huge business opportunities and achieved revenue growth beyond the target.
