IBM Case Challenge

Phaedra BoinodirisChanel ChambersSrini KumarAlexey SmirnovCrystal Yin

New Directions in Enterprise Marketing

The Problem

IBM lacks credibility and relevancy…

… with the right peopleC-LEVEL EXECUTIVES

• CEO• CFO• CMO

POTENTIAL ALLIES• Strategic Partners• Consulting Companies• The Business Community as a whole

How can IBM engage these constituencies?

Relevancy?

CreativeMarketing Tools?

Credibility?

Brand Image?Bleeding-edge?

Educate?

GAMING

Why Games?

• GAMES TEACH AND SELL!

• ‘Serious Games’ adopted by

NASA, EMS, US Military

• Fun way of educating prospective clients

• IBM is innovating in gaming: Second Life

Interactivity matters.

• Online tutorials

• Flash-based interactions

• Configurators (Dell, IKEA, BMW)

Sims can effectively illustrate:

• How BPM enabled by SOA can grow with your business

• How uncertainty can affect your business

• How to build flexibility into business models

• How different implementations can affect results

THE LEMONADE STAND

BPM Grows With You

• Buy Inputs

• Manufacture

• Control Quality

• Control Finance

• Relate To Customers

• Grow

Why IBM?

IBM is uniquely positioned to bring gaming concepts to enterprise marketing.

• Viral marketing campaigns

• YouTube shorts

• “Launch” video

How to Embark into Gaming

Create GAME SIMULATIONS that teach people

how to save failing companies with business process modeling

1. Online web-game (interactive simulation)

2. In-Game advertising in futuristic or modern strategy/sim games that feature a central agency (spy games, city sims etc)

3. IBM’s own proprietary cross-platform game

Introduces new advertising venues

Market game in standard print publications like the Economist as well as…

• Serious Games Conference

• E3

• Wired News

CREATES BUZZ

Generating salesSims can help support all phases of the sales cycle:• Attention

• What can marketing do to gain ATTENTION of customers and prospects for IBM WebSphere?

• Interest• What can marketing do to make customers more

INTERESTED in IBM WebSphere?• Decision

• How can marketing help customers make a purchasing decision in IBM's favor?

• Action• How can marketing hasten the sale?

The future of enterprise marketing

Mutual relationships with the customer, supported by:

• Interactivity

• Flexibility

• Creativity

Questions?