Cisco-Linksys

Cisco was growing weary of geeky tech advertising. That's where INK's fresh ideas came in. We began by introducing compelling new collateral across viral/guerilla marketing channels while completely redefining the idea of in-store merchandising. Our successful integrated marketing strategy positively impacted nearly every aspect of Cisco-Linksys' networking product sales, including merchandising, training, category launches, product advertising, partner tools and systems and trade show/event programs.

Clients

Testimonial

In all of my years in marketing and working with various agencies big and small, my experience with INK has been bar none the most excellent, effective, and enjoyable. Your staff is always ready to tackle our next challenge, always listens to our needs (even when we might not know what they are at the moment), and always delivers on your promises. With a smile. And that's what's make doing business a true pleasure in today's fiercely competitive, global economy.

Lily Knowles
Director, Worldwide go-to-market integration Cisco / Linksys

Case Study

Challenge

Positioning Cisco products effectively against the competitive set.

Strategy

Our objective with Cisco, specific to the Wireless Router category, was to eliminate product confusion with their partners (retail, VAR's, distributors), and then to turn our attention to educating the consumer at the point of sale through more robust and interactive merchandising programs. INK developed a retail training system called PowerUp, along with an incentive program targeting "blue shirts" and floor managers at retail locations to encourage participation in the program. Once the program was completed, their partners were given additional sales materials and access to product configurators aimed at increasing sales and minimizing confusion.

Results

Within the first 30 days of PowerUp's program launch, participation in the certification program increased by over 1200%. In addition, positive feedback was garnered by retail partners interested in deploying similar programs within their sales organizations.