DATA Inc. Networking

Mixers Marketing Case Study

The Organization – DATA Inc.

• IT Consulting Company

– Staff Augmentation

– Application Development

• Targets Fortune Financial,

Pharmaceutical,

Public Sector

The Challenge

Change the ‘body shop’ image

• Develop tactics that would change the

perception of the company with IT consultants

– Build brand ambassadors

– Gain competitive intelligence

– Increase retention rates of top performers

– Gain additional referrals for business and candidates

The Idea

A ‘meetup’ style event

• Develop the ‘Networking Mixer’ to

– Enhance the organizational brand

– Motivate the consultants

– Gain business intelligence

– Build additional opportunities

The Strategy

• Networking Mixer

– Targeted ‘field IT

consultants’

– Main office attendance:

• Management

• Recruiters

• Support Personnel

…to put names to faces, talk

directly to the consultants and

build trust

The Strategy

• Networking Mixer

– Held in key areas based

on consultant count

including:

• North / South Jersey

• New York City / Jersey City

• Baltimore, MD

• Stamford, CT

Event Outreach for Attendance

• Included

– Email marketing to

consultants

– Direct outreach by

• Recruiters

• Marketing

• Support personnel

Marketing and positioning

• Marketing material

developed to

target ‘field IT

consultants’

– Facilitated

• Blog followers

• Social media

followers

• Direct messaging

The atmosphere

It was fun and spirited!

Lots of Social Media content!

• Attendees were

invited to Like us on

Facebook after the

event

• Showcased the

‘people’ element

The Results

• Motivated field consultants and a better

company image

– Facilitated better brand ambassadors

– Built better teams at client sites (i.e. field

consultants knew they were not alone)

• Resulted in referrals for both new candidates

and new business opportunities

The Results

• Facilitated better relationships

– Both recruiters / support and field IT consultants

built better relationships

• Resulted in increased business

– Named one of two primary vendors at a financial

services company. Reason: “there’s something

about our consultants!”

• …and of course

– More “Likes” on Facebook

My Role • Head of Marketing

– DATA Inc.

My Role

• Charged with

developing and

executing

‘out-of-the-box ideas’

– It started with an

‘idea’

The idea was tested…

…and it worked!

There was no true ‘data’ to support this idea.

It required a test and a risk!

That is what I do!

About George Nikanorov

• Over 15 years of B2B and B2C Marketing

and Communications Experience

• Successful track record spanning multiple

industries and verticals

• Recognized speaker and panelist

• Educator and Volunteer

Contact Me gnikanorov@hotmail.com linkedin.com/in/georgen - @george_n – Twitter facebook.com/gvnikaorov