Cisco developed a set of wired and wireless technology solutions for mobile professionals, optimal for use in airports, hotels and cafés. The new technology solutions were dubbed Office Anywhere, but because of concerns that outsiders might tap into unsecured corporate networks, the concept was not readily adopted by companies.
To sell the Office Anywhere solution, the Cisco Mobile Office marketing program was established. By developing co-branded marketing tools for airports, hotels, and cafés that had just purchased Cisco's secure, wired and wireless high-speed Internet solution, the promotion became a win-win both financially and with increased visibility.
The first order of business was to develop a tool that allowed mobile professionals to find high speed Internet access locally or while out of town. With these specifications in mind, the HotSpot Locator tool was developed.
Next, a flexible, convenient and economical marketing kit was developed containing a modular set of Cisco Mobile Office marketing components: Key messages • artwork files • flexible branding options (Cisco, venue, co-branded) • training materials.
Other co-marketing activities included: Delta Airlines in-flight commercial produced by CNN on wireless technology at the Minneapolis-St.Paul Airport • Yahoo! banner advertising • public relations activities & contributed articles • co-marketing advertising and collateral.
The results revealed a $23.6 million increase in sales the first quarter after the promotion hit the streets.
A 41% increase in unique visitors to the Cisco Mobile Office site and a 52% increase in unique visitors to the Cisco HotSpot Locator tool.