Client: Dell (Round Rock, TX)
PR agency: AxiCom (Austin, TX)
Campaign: Dell Global Take Your Own Path Media Summit
Duration: December 2010
For the first time in Dell's history, the company invited media and analysts to its headquarters to meet with executives, customers, and partners for an immersion in Dell's often overlooked small and medium business (SMB) strategies, products, and solutions.
Dell launched the summit to position itself as a thought leader and trusted IT adviser, explains Jennifer Jones, director of global SMB communications.
"Our goal was to educate top business, SMB, and technology press about Dell's small and medium business strategy and focus on providing solutions for their unique needs," she adds.
Founder Michael Dell provided a company strategy update at the summit, which highlighted tech trends impacting SMBs. In addition, a roundtable was hosted by Steve Felice, president of Dell consumer and SMB units, which was webcast live and replayed globally for customers and media. A handful of "Take Your Own Path Heroes," entrepreneurs whose businesses have greatly benefitted from Dell products, were also on hand.
Other event highlights included tours of Dell's social media listening command center, interactive sessions on SMB solutions for the virtual era, such as virtualization, systems management, security and cloud integration, as well as presentations on mobility and IT.
The summit produced 140-plus stories and blogs. Of those, nearly 82% were positive and 18% were neutral. During the event, there were 475 Twitter posts reaching 1.4 million people.
Lessons learned at the summit have informed events such as Dell's Women's Entrepreneurial Network in Brazil in June 2011.