Cisco: Breaking Through the Noise at the Largest Trade Shows

Case Study Image

Cisco is a worldwide leader in IT, networking, and cybersecurity solutions, headquartered in San Jose, California. The company develops and manufactures networking hardware, software, telecommunications equipment and other technology services and products.

As their public relations consultant, Bob Gold & Associates (BG&A) was to create and produce must-attend newsmaker events for top-tier media and analysts at select trade shows in the U.S. and Europe. We wanted to cement Cisco and its industry partners as the go-to companies shaping technological innovations in entertainment and sports.

Our challenge as a tech pr firm was to design compelling cocktails and curated conversation newsmaker gatherings that are “must attend,” rising above the noise at some of the largest trade show gatherings around the globe, and that attract the attention of media and new business prospects.

BG&A identified hot industry-wide topics that elevated Cisco’s show messaging while leveraging its industry partnerships. The agency designed event registration landing pages for the events and followed up with media/analysts to spur attendance. We identified the most appropriate media partners for the events and negotiated discounted rates for advertising, video shoots, and moderators, and we capitalized on pre- and post-event digital editorial and video promotional opportunities.

We reached thousands of viewers with videos, news coverage and exceeded on-site attendance targets. Partners included RCR Wireless, Fierce Networks and Sports Video Group.

These media and analyst designed panels were conveniently timed and located to produce the largest turn out at trade shows including CES, NAB and IBC. Each event showcased innovative collaborations, and reinforced relationships, between Cisco and its major customers including Intel, NBCUniversal, The Walt Disney Studios, Grass Valley, BBC Wales, Sky New Zealand, and others. These events have become destinations for major global media including AP, Variety, CNet, CEPro, TWICE, Rapid TV News, Advanced Television and many others. Analysts from major firms also attended, including Ovum, Gartner, Strategy Analytics, IHS Markit, and more.

Share this: