Network optimisation company AIRCOM International asked CCgroup to help widen the appeal of what was, at the time, a niche network optimisation and OSS provider to mobile network operators by developing and communicating its commercial and technical expertise.
Our strategy hinged around leveraging AIRCOM International’s considerable technical and commercial expertise by positioning the company as an independent network consultancy. We also focused on actively broadening the variety of issues AIRCOM could comment on, showcasing the company’s complete capabilities and developing a reputation for providing insightful comment on emerging industry issues.
Key to the success of this strategy was our ability to work with the engineering team to boost their vast technical and commercial knowledge with the skills and the confidence to become industry analysts.
In November 2007, we created a discussion forum involving the CCgroup, the AIRCOM marketing team, technical leads, product managers and select executives. The ‘WiMAX Gurus’ forum was specifically designed so that a wide variety of internal stakeholders could see thought leadership development in action.
CCgroup would share breaking news stories with the Gurus for discussion and monitor the results, asking questions to stimulate debate where necessary. Soon debates were raging – providing perfect copy for media pitches and opinion articles. Subsequently, we have evolved the forum to deal with wider network issues.
Our campaign has supported a successful Mobile World Congress speaker pitch, delivered masses of trade coverage, enabled AIRCOM to break into the mainstream media, and helped to transform stakeholder perception. We led three articles on BBC Online during Mobile World Congress, appeared on CNN twice and featured in dozens of pieces on Reuters, the International Herald Tribune and all the key trade titles. AIRCOM has also become a trusted source for telecoms reporters on the Times, Dow Jones and the Economist.
Our strategy hinged around leveraging AIRCOM International’s considerable technical and commercial expertise by positioning the company as an independent network consultancy. We also focused on actively broadening the variety of issues AIRCOM could comment on, showcasing the company’s complete capabilities and developing a reputation for providing insightful comment on emerging industry issues.
Key to the success of this strategy was our ability to work with the engineering team to boost their vast technical and commercial knowledge with the skills and the confidence to become industry analysts.
In November 2007, we created a discussion forum involving the CCgroup, the AIRCOM marketing team, technical leads, product managers and select executives. The ‘WiMAX Gurus’ forum was specifically designed so that a wide variety of internal stakeholders could see thought leadership development in action.
CCgroup would share breaking news stories with the Gurus for discussion and monitor the results, asking questions to stimulate debate where necessary. Soon debates were raging – providing perfect copy for media pitches and opinion articles. Subsequently, we have evolved the forum to deal with wider network issues.
Our campaign has supported a successful Mobile World Congress speaker pitch, delivered masses of trade coverage, enabled AIRCOM to break into the mainstream media, and helped to transform stakeholder perception. We led three articles on BBC Online during Mobile World Congress, appeared on CNN twice and featured in dozens of pieces on Reuters, the International Herald Tribune and all the key trade titles. AIRCOM has also become a trusted source for telecoms reporters on the Times, Dow Jones and the Economist.
