Crystal Interactive
A repositioning project designed to elevate the company’s awareness and enhance their competitive positioning.
The Company
Crystal Interactive is an independent company that provides audience engagement and facilitation solutions for interactive events. The company was positioned as a technical supplier and existing communications focused on the technical capabilities of its unique product offering.
Objective
To reposition Crystal Interactive as an industry expert in facilitating and managing audience engagement programmes.
Solutions
Strategic Marketing Planning
The company was committed to marketing yet had a reactive approach to incoming marketing opportunities such as press advertising and exhibition attendance. Messaging and design were adapted to each inbound opportunity which meant there was no consistency in message or look and feel in the corporate collateral.
Exigent produced an integrated communications programme including customer segmentation and messaging plan with associated tactics that would support a thought leadership positioning for Crystal.
Thought Leadership Positioning
To support a thought leadership positioning Exigent worked to consolidate existing resources such as research findings, inhouse expert opinion and facilitation techniques to produce two White Papers that would be relevant to an event and corporate buyer.
The whitepapers proved successful in attracting website leads, securing speaking opportunities at industry events, and gaining press coverage in trade press.
Website & Online Marketing
The website was updated using imagery of people at events using the solutions. Case studies were posted to demonstrate cross functional uses of the solutions across different event types. The site needed also to be a repository for lead generation. Targeted e-Marketing activity directed prospects to opt in and register their interest in Crystal workshops, exhibitions, whitepapers and research findings.
Face to Face Activity
Crystal increased its participation at trade shows within the events sector including supporting leading industry associations and trade publications. This activity included assistance in facilitation, speaking opportunities and providing interactivity to major industry events. An integrated “Get Engaged” campaign was introduced for 2008 to support their attendance at a major trade exhibition. Crystal launched a series of highly successful customer and prospect workshops attracting over 60 attendees to each event.
Client Outcome
Crystal has experienced significant growth and through an integrated approach, has managed to enhance its positioning within the events sector. The company now has a consistent portfolio of highly relevant content that continues to drive their communications plans and generate inbound sales enquiries and press interest.
