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Highly integrated part of our marketing mix and our calendar.
Big global events and some similar regional / local events by target groups – tactically spread across the calendar year,
examples of global/European events:
• Developers: //build (US)
• Decision makers: Microsoft Convergence (US and Europe)
• Business development / Technical decision makers / IT professionals / increasingly Developers: Microsoft Ignite (US)
• Trade partners incl. resellers: WPC (US)
• Executive summits (CEO/CTO/CXO) (various locations)
Select tactically/strategically important trade shows and similar events, such as:
• Gartner Symposium (US, Europe)
• Mobile World Congress (Europe)
• E3 (US), Gamescon (Europe)
• Many other events by industry/target group
Global Launch events (incl. multi-site & hybrid events)
Internal events (global, local)
A few permanent show room and experience centers: US, Europe, local
Envisioning center: Redmond
Cyber Security center: Redmond
Plus hundreds, if not more, local events:
• Retail & sales starts/local launches
• Fan & hospitality events
• Developer events
• Many different kinds of road shows (sometimes connected to sponsorships), etc.
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Purpose:
Crystal clear of the purpose and expected outcome. Defining purposes by activity and/or target group also makes sense –
and map it to the overall purpose
With the overall purpose clear it becomes easier to create the flow and elements of the event.
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Place:
”It has to be YOUR place”
What makes it your place?
- On-brand, On-message, On-culture
- The feeling people get when they arrive and take part of the experiences
- Your People
When are you successful? When the place feels like yours.
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Pride:
Nothing represents your business better than your people’s passion, knowledge and pride.
We mostly have our people working at the event.
The place is nothing without the people and their competence/pride (compare “guest at your home without a
host”).
The purpose – who is better to make the purpose concrete than your people?
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Promotion:
At Microsoft we talk about cross-promotion.
We always work to tie our product portfolio into a cohesive storyline where every part play its role.
This way an individual product or service help to paint the picture of our whole offering! When doing so, we’re
mapping it to our strategy and mission.
In a conglomerate type of business this is not always that easy, but if you’re working in such an organization
you could at least aim to cluster some of the key products into “zones” and tell fewer but more impactful
overall stories.
I feel blessed to work at Microsoft because at some level everything fits into the big picture.
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These are some of the comments that have been made about Nokia, our imaging and
software innovations, our challenger mindset, and our new Nokia Lumia 920.
-- Stunning!
-- the Nokia Lumia 920’s screen looks terrific at multiple brightness levels
-- Nokia is aggressively adding its own software and just as aggressively courting thirdparty developers for exclusives
-- Loyal 5-year iPhone user here who ordered the 920 last night. Stoked!
They sold out during the pre-order stage in France, Italy ….. We are very pleased with
the early response.
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Co-created together wiht the agency partners and highly experience-driven:
The selected agency got the job based on this (Sept 9) render.
After a month, this was what we had co-created (Oct 14).
March 2: The end result.
Digital and Physical beautifully blended.
Connect Barcelona to the world and the world to Barcelona (the Balloon).
The park theme: The ability to achieve more wherever you are.
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