Ibm Final
Download as PPT, PDF0 likes655 views
IBM lacks credibility and relevancy with key stakeholders such as C-level executives. Serious games adopted by organizations like NASA and the military can provide an engaging way for IBM to educate prospective clients. IBM is well positioned to develop gaming concepts that simulate how technologies like business process management can help companies adapt to changing conditions. The proposal is to create interactive online simulations and advertise them through various channels to generate interest in IBM's products and help move customers through the sales process.
Ibm Final
- 1. IBM Case Challenge Phaedra Boinodiris Chanel Chambers Srini Kumar Alexey Smirnov Crystal Yin New Directions in Enterprise Marketing
- 2. The Problem IBM lacks credibility and relevancy… … with the right people C-LEVEL EXECUTIVES CEO CFO CMO POTENTIAL ALLIES Strategic Partners Consulting Companies The Business Community as a whole How can IBM engage these constituencies?
- 3. Relevancy? Creative Marketing Tools? Credibility? Brand Image? Bleeding-edge? Educate? GAMING
- 5. Why Games? GAMES TEACH AND SELL! ‘Serious Games’ adopted by NASA, EMS, US Military Fun way of educating prospective clients IBM is innovating in gaming: Second Life
- 6. Interactivity matters. Online tutorials Flash-based interactions Configurators (Dell, IKEA, BMW)
- 7. Sims can effectively illustrate: How BPM enabled by SOA can grow with your business How uncertainty can affect your business How to build flexibility into business models How different implementations can affect results
- 8. THE LEMONADE STAND BPM Grows With You Buy Inputs Manufacture Control Quality Control Finance Relate To Customers Grow
- 9. Why IBM? IBM is uniquely positioned to bring gaming concepts to enterprise marketing. Viral marketing campaigns YouTube shorts “ Launch” video
- 10. How to Embark into Gaming Create GAME SIMULATIONS that teach people how to save failing companies with business process modeling 1. Online web-game (interactive simulation) 2. In-Game advertising in futuristic or modern strategy/sim games that feature a central agency (spy games, city sims etc) 3. IBM’s own proprietary cross-platform game
- 11. Introduces new advertising venues Market game in standard print publications like the Economist as well as… Serious Games Conference E3 Wired News CREATES BUZZ
- 12. Generating sales Sims can help support all phases of the sales cycle: Attention What can marketing do to gain ATTENTION of customers and prospects for IBM WebSphere? Interest What can marketing do to make customers more INTERESTED in IBM WebSphere? Decision How can marketing help customers make a purchasing decision in IBM's favor? Action How can marketing hasten the sale?
- 13. The future of enterprise marketing Mutual relationships with the customer, supported by: Interactivity Flexibility Creativity Questions?