Case Study | Client: Extreme Networks | Industry: Technology
Extreme Networks, the leader in data center networking solutions, came to ProGlobalEvents looking for a unique solution to reach larger audiences. Our experts met the challenge by creating a mobile Executive Briefing Center (EBC) environment to bring products, solutions and hands-on experiences to customers and prospects right at their back door. The ultimate mobile showroom is a fully-customized 18-wheel semi-truck that showcases Extreme Network’s intelligent networking solutions for data centers, campuses, mobility and physical security all over the United States. (Note: ProGlobalEvents is the new name of the ProExhibits Corporate Events business.)
“We wanted to overcome the limitation of a trade show, a three-day event at most. What our mobile environment represents is a trade show at work almost 365 days a year,” said Darius Goodall, Technical Marketing Director at Extreme Networks. “By bringing the latest technological and presentation extravaganza right to our prospect’s door, we’ve created the stage to significantly increase exposure, lead generation and sales.”
To enhance the brand and utilize the full potential of the truck, Extreme Networks chose to deviate from its corporate brand standard color palette. The design concept for the truck called for a stunning exterior presentation that people would immediately notice while on the road, both day and night. The truck features 1200 square feet of space developed to include video conferencing, a touchscreen presentation board, and live hands-on demonstration areas set in a dynamic, yet relaxing environment.
“We created an environment that is a feast for the eyes with custom-made showcases and ever changing lighting. People can touch the product and utilize a self-education system if they so choose,” said Mr. Goodall. “At the back of the truck, we incorporated a lounge area to enhance further conversation. Everything is designed for visitor convenience, comfort and education. The mobile showcase enables relationship building by allowing people to enjoy the executive briefing environment for a much longer period than a typical trade show.”
Extreme Networks encourages partner participation and has created truck sponsorship packages, which offset costs, offer local distributors the ability to personally entertain prospects, plus gain exposure inside and outside the truck. The truck provides Extreme Networks and its partners with an interactive and engaging way to better educate customers and let them experience real solutions hands-on. In the coming months the truck will visit industry trade shows, partner sites, sporting events, and customer locations in all regions of the country.
“We shifted our trade show philosophy based on the recommendation of Dick Wheeler, President at ProGlobalEvents. We put ProGlobalEvents’ knowledge and expertise to work, and they provided the guidance to take us to the next level,” said Mr. Goodall. “The mobile environment has elevated our name and expanded our face-to-face sales opportunities beyond our wildest dreams.”
Click below to see a short video about the Extreme Networks Mobile Environment.