by Yesenia Cisneros | Oct 25, 2022
Dialog Case Study
Dell Technologies Services Messaging and Global Validation
Embracing a new IT services future
Dell Technologies Services provides a broad range of endpoint and infrastructure services for customers around the world, including IT consulting, device deployment, cloud design and migration, and security.
Dell sales teams were challenged to articulate the overall services story as it increasingly came to include an astonishingly broad array of services that had grown to include a layer of smart connectivity that gave IT access to a new universe of real-time information about their assets and environments.
The challenge was twofold: how to simplify the overall services story and how to differentiate the new generation of information-based services from other OEMs offering.
Positioning, naming, market validation, creative expression
Developed a succinct, impactful way to talk about this new services capability that articulated the ways in which it was unrivalled because of the depth and breadth of dell’s product portfolio, customer base and corresponding data lake
- After a discovery research and discorvery process that included stakeholder workshops, Dialog built a new messaging architecture based on how top sellers spoke to the aspects of Dell’s ecosystem and how introduced the services conversation as the thread that ties everything together
- Dialog conducted a global validation study in eight markets that two approaches for branding the new technology
- Tested across eight global markets
- Tested with participants from SMB, Enterprise Commercial Enterprise Products customers
- Measured how messaging resonated with current and potential customers
- Captured which value proposition performed better in combination with messaging
- The winning Value Proposition, which subsequently was translated into customer-facing assets including a sales presentation and customer-facing videos
“We finally have a way to talk about a lot of complicated layers of technology in a way that resonates with sellers and customers.”
VP, Services Marketing
81% of respondents said they would take a meeting based on hearing The Winning Value Proposition.
Dell Services had a new way to talk about the ongoing evolution of their services portfolio.
Gave the brand a powerful bridge for transitioning to the new Dell Apex “everything as a service” delivery model
Let’s Chat
We would love to hear from you.
by Yesenia Cisneros | Oct 25, 2022
Dialog Case Study
Leveraging emotion to drive credibility
Lenovo State and Local Government Messaging
Lenovo is the world’s #1 PC manufacturer, with an almost 23% share of the global market. This body of work was for their Public Sector division with a focus on the State and Local Government vertical.
Lenovo was battling for business with state and local governments, especially agencies looking to spend Federal pass-through funding focused on public safety and infrastructure. Even as many endpoint decisions were becoming commodified, Lenovo wanted to highlight the entirety of its value proposition—technology, services, outcome partnership—in a way that resonated with public sector leaders.
Insights, Action, and Creative Strategy
Dialog needed to find a way to craft a message that was sober and credible but still managed to punch through the noise of tech marketing in the state and local space.
- Dialog identified the most critical agency red issues and mapped those to Lenovo’s strengths in the market.
- Conducted in-depth analysis of market levers and opportunities for sales alignment with marketing.
Dialog identified the most critical agency red issues and mapped those to Lenovo’s strengths in the market.
Conducted in-depth analysis of market levers and opportunities for sales alignment with marketing.
Development of a Value Proposition and messaging architecture supporting the core idea of technology that was “Built to Serve”
- Connected with public service mission thinking
- Emphasized steadfast reliability and confidence
- Gave Lenovo a chance to talk about its engineering, including their industry-leading product QA
- Delivered interactive sales training
- Created interactive infographics and other campaign elements to illustrate Digital Government applications
“Dialog has a penetrating understanding of public sector buying behavior. This campaign struck the exact balance we needed, between being emotional and being informative.”
Brad Ries
Marketing Director
“These people are constantly getting bombarded. This jumps right out at them when we’re having sales discussions.”
Lenovo Sales Leader
Let’s Chat
We would love to hear from you.
by Yesenia Cisneros | Oct 25, 2022
Dialog Case Study
Apple goes to school in Higher Education
Advocate Programs that Deliver
Apple is a global provider of technology specializing in consumer electronics, software and cloud services.
Apple was quickly expanding market share in the commercial market to match the momentum in the consumer market that they were seeing from the introduction new and innovative products. Within Higher Education they were running into challenges with bridging between the student’s desire for their products, and the IT staff’s desire to manage those systems.
Insights, Action, and Creative Strategy
After conducting research in the market to uncover the key levers that Apple could take advantage of, Dialog carefully crafted a strategy that would bridge the gap between the student’s desired autonomy in decision making and the IT staff’s desire to maintain campus standards, reduce IT costs, and ensure the highest level of support for their constituents.
Dialog worked closely with top campuses including The University of Pennsylvania, Harvard, and Duke to craft messaging that would resonate and support a robust campus program. The strategy included the development of a Recommend and Required Buy Program (RRB), a Campus Rep Program, and the support of those programs.
Apple continued to grab market share at an accelerated rate and became one of the preferred brands on college and university campuses.
Let’s Chat
We would love to hear from you.
by Yesenia Cisneros | Oct 25, 2022
Dialog Case Study
Mariott/Starwood
Gaining a competitive edge through scaling digital
Starwood Hotels and Resorts Worldwide, Inc. was one of the largest owners and operators in the world of hotels, resorts, spas, residences, and vacation ownership properties. It was acquired byMarriott International.
The CEO of Starwood Hotels & Resorts turned to Dialog for a unified strategy for leveraging social conversations across multiple brands, 1,200 properties, and over 180,000 employees worldwide. They needed to improve their digital, social and mobile presence to maximize their relevance and competitive edge.
The Starwood executive team understood that social media could be leveraged to dramatically improve customer experiences but needed a partner who understood how to address it from strategy to execution without unleashing chaos across their 1200 properties and 180,000 employees.
Dialog evaluated and identified risks, opportunities, and best practices to develop a long-term roadmap with metrics. The process included a deep analysis of top relevant socially recognized brands, mapping strategies to tactics, tools and benchmarks, and development of a long-term maturity model for social media operations.
Dialog delivered a full strategy to customize web and digital experiences around the customer as well as a six-point plan for managing social media growth with good governance, accountability and metrics for global implementation.
“I would recommend Dialog to anyone seeking a firm grasp of strategy married with digital execution.”
Fritz van Passchen
CEO, Starwood Hotels & Resorts
Let’s Chat
We would love to hear from you.
by Yesenia Cisneros | Oct 27, 2021
Dialog Case Study
Candoris Corporate Repositioning, Rebranding, and Execution
Digital Pathfinder for IT Solutions
Candoris offers information technology solutions with a strong, mission-driven culture which supports a substantial amount of non-profit clients. They are a Dell EMC preferred channel partner.
Candoris experienced rapid growth during a period from being a start-up company to offering an ever-expanding set of solutions and products (data storage and protection, security, virtualization, networking, cloud, application development, salesforce consulting and managed services) and needed to clearly define and differentiate themselves and their unique offerings in order to win market share while embracing their culture and values.
“Dialog’s messaging process has added so much objectivity and rigor to something that can easily be weighed down with opinions. Hiring Dialog was the single best investment that we’ve made. Dialog is a great partner and a valuable resource!”
Stephan Van Der Ploog
Founder & Chief Accountability Officer
Insights, Action, and Creative Strategy
- Candoris was well poised to be the IT partner of choice based on having an ideal and timely set of solutions for digital transformation combined with a unique, company culture and focus.
- Strategic partner relationships with Dell/EMC and SalesForce could be strengthened via focused activities to collectively build business.
- Our messaging process unveiled that there was a significant positioning and branding opportunity to verbally and visually illustrate the concept of Candoris being a “digital pathfinder” who could guide customers through every path along their unique journey towards digital transformation.
- An integrated marketing approach beginning with the brand insight of “digital pathfinder” was extended cohesively throughout all marketing communication initiatives to drive ROI.
- Experienced double-digit growth after the positioning and branding launch.
- New branding work was fully embraced by employees, partners and customers.
- Strengthened the business relationship with their largest strategic partner, Dell/EMC, and were featured at Dell Technologies Global Partner Summit.
- Named to CRN’s Solution Provider top 500 list.
- Candoris was recently acquired by CDI.
Photos with People
Working collaboratively, sharing information, or relaxed, professional environments.
Core Values
Edgy, positive imagery that reflects the Candorian way of life and work.
Growth/Mixed Elements
Combining imagery and the Candoris rings to show integration and growth.
Abstract
Use of pattern disrupt imagery to underscore that Candoris differentiates itself from the others.
Dialog created an interactive user “pathfinder” experience where audiences could explore their unique path to digital transformation and the associated offerings that fit their needs.
Let’s Chat
We would love to hear from you.
Recent Comments