Dell Boomi
Consistent messaging and activities build momentum month by month
Dell Boomi launched in Australia in 2016 and needed experienced consultants to navigate the media to help it dominate share of voice (SOV) in the market. With its primary competitors already well-established locally, Boomi approached us to develop – from scratch – a PR strategy that would help it effectively reach Australian media, and subsequently its stakeholders and prospective clients.
After meeting with the Boomi team – including management, marketing, sales and technical engineers – to truly understand every cog in the business, we developed a calendar that incorporated various traditional and digital projects, such as customer stories, thought leadership, social media and events. This paved the way for consistent messaging and activities building momentum month by month. As a result, Boomi hit #1 for SOV within the first months of the partnership, a position that was maintained thereafter for at least the first 18 months of the partnership.
Underpinning this success was our ability to translate a technical concept – middleware – into a critical business issue to demonstrate why Boomi’s presence in the region would boost outcomes and directly impact the bottom line of Australian organisations.