Blog
Change is Constant
By Ideba | May 15, 2012
In 1985 I took my first computer course. Nobody I knew had a personal computer sitting at home at the time. Taking the first steps of learning how to program was part of a typing/short-hand class (short hand, right?). All we learned during that semester was to program some kind of loop that did very little. Then in 1987 I used a precursor of the internet in Austria. It was called BTX (http://en.wikipedia.org/wiki/Bildschirmtext) and enabled the bookstore I worked at to order books from selected publishers. It ran over the phone line and after a month of using it excessively and enthusiastically I unwittingly had racked up a horrendous phone bill for the bookstore and was limited to an hour a day.
Granted it’s been a while since my first steps in the digital world and yet I am sometimes surprised how much has changed since then. Long gone are the days of Walkman, CDs have followed in the footsteps of vinyl. We no longer ask if something is made to last because things change so quickly it might in fact be best, if products for the technology field would simply self-destruct after a 5 year life span as most likely they will have rendered themselves as obsolete by then.
As products come and go quicker we have learned to adapt to them faster. I was a late adapter to cell phones and five years ago when I took the plunge it was difficult for me to justify the extra expense. Now I can’t imagine being without my iphone, because it actually helps me to move faster through my day by not having to be at a specific place at a certain time. Not to mention finding my way without getting lost. Some services seem to have been around forever, and I was surprised to read the other day that Twitter only started in 2007 (http://www.searchenginejournal.com/the-growth-of-social-media-an-infographic/32788/). In the end I don’t know if I should be surprised because it is already 2012 or because it is it only 2012? I mean, what happened? Does reminiscing start earlier in life, because there is so much more packed into every single day? Maybe time is really just an illusion after all.
What are some of the biggest technological changes you have experienced in your lifetime? Don’t be afraid to date yourself!
Work
Denali HP Microsite
Category: Consulting
Client’s Pain Point
“How can we communicate the benefits of HP networking to our clients in a competitive market?”
Ideba’s Approach
Built an HP Networking specific microsite, with video evidence and other value-added content, highlighting the benefits of HP over competitors. The microsite is scalable, modular (to accommodate evolving content from HP) and seamlessly integrated into denaliai.com
Results for the Client
- Recognition at the annual HP Partner event
- 3.1% visitor rate of all Denali site traffic over its first full month (more than triple the typical vendor microsite traffic of Denali’s Motorola, Citrix, and other partner sites –which typically average less than 1%)
Fios Csat Project
Category: Research
Client’s Pain Point
“The volume of work we’re doing for our customers has gone way up. How is this affecting our customer service?”
Ideba’s Approach
- Created a turn-key program leveraging both quantitative and qualitative research
- Maximized use of technology throughout to drive down program costs
- Provided standardized reports and real-time updates after interviews for maximum efficiency
Results for the Client
- Increased emphasis on improving customer service levels
- Measurable customer feedback now driving more proactive problem solving and resolution
- Increased customer retention
FortisBC Mt Hayes Event
Category: Consulting
Client’s Pain Point
“The good news is we want to celebrate the completion of our new $200M-natural gas facility.
The bad news? It’s in a remote location, you’ll need the approval of multiple decision makers and you have 4 weeks to execute.”
Ideba’s Approach
- Planned, coordinated and oversaw logistics and collateral needs during an abbreviated 4-week timeframe
- Provided comprehensive event direction, management and production – including vendor sourcing and management
Results for the Client
- A flawlessly executed event featuring over 200 senior client executives, First Nations representatives and local community leaders
- Collateral pieces are now permanently displayed on-site and throughout corporate offices
FortisBC Testimonial Video
Category: Marketing
Client’s Pain Point
“More and more of our customers are asking for proof that we can deliver integrated geoexchange solutions for multi-unit and multi-building developments.”
Ideba’s Approach
Planned and executed a series of testimonial videos that provided an un-scripted view of the energy system in action with real-world customer success stories
Results for the Client
- More Geoexchange development inquiries, and thus, revenue opportunities
- Videos influenced and elevated the quality of press for the customer’s up-and-coming development and provided valuable content for case studies and event presentations
Tsuwassen Spring video | Summit Pointe video | The Hudson video
FortisBC Sales Enablement Materials
Category: Marketing
Client’s Pain Point
“Everybody – the public, our customers, our employees – thinks we’re just the gas company. How do we get them to see we’re now so much more than that?”
Ideba’s Approach
Developed a set of customer-driven, customer-focused sales tools:
- Project overviews
- Modular presentation slides for sales use in 1-to-1 and 1-to-many situations
- Developed internal reference guides to support sales process and drive increased consistency
- Created and directed demand-generation campaign to support sales efforts
Results for the Client
- Consistent Sales message now being delivered internally and externally
- Increased sales of Alternative Energy and Integrated energy Solutions, creating a back-log of orders for fulfillment
Microsoft Virtualization Research
Category: Research
Client’s Pain Point
“Why are there so many queries into our Product Management Department – with more all the time? What’s influencing our customers’ licensing decisions?”
Ideba’s Approach
- Conducted worldwide qualitative research study, involving 1-to-1 interviews
- Provided detailed analysis of findings, identifying gaps and opportunities
- Offered actionable recommendations for how the client could decrease the number of queries coming into their PM team, and improve its position in the desktop virtualization space
Results for the Client
- A double-digit reduction in the number of queries coming into PM team
- Newly-identified internal subject matter expert for future leverage
- Incremental qualitative data that can be leveraged to improve future Windows 7 marketing campaigns
VicTrans Website Development
Category: Consulting
Client’s Pain Point
“Victoria’s automotive repair market is so competitive and drivers are now so well-informed. We need to improve our web presence to connect with our customers and help attract new business.”
Ideba’s Approach
- Led/conducted multi-tiered qualitative and quantitative customer research, and carried out online research to guide recommendations
- Developed new customer-friendly content, optimized for search engines
- Created webpage design and navigation that caters to known customer needs
- Developed social media strategies to reach and engage multiple customer demographics
Results for the Client
With the website live and other core aspects of the Marketing Strategy in place, Victoria Transmission & Auto Care was able to realize the best quarter in the history of the company, in terms of revenue.
Watchguard Security Pays Campaign
Category: Marketing
Client’s Pain Point
“We have a channel incentive program in place, but there seems to be a lack of awareness of the program, with many partial sign-ups, and incomplete registrations.”
Ideba’s Approach
- Developed integrated, direct response campaign with multiple touch-points across various media, including: html emails, postcards, posters, Web banners, and social media
- Focused on the simplicity of participation and high potential for reward
- Created scalable foundation elements to support future waves of the campaign in 2012, based on learning from 2011
Results for the Client
- Double-digit increase in new registrations in the Americas
- Significant decrease in the number of incomplete registrations
- Extension of campaign into EMEA (Europe, Middle East, Asia) in Q4, 2011 and Q1, 2012 based on success in Americas
Tripwire InfoGraphic
Category: Social Marketing
Client’s Pain Point
“We need a visual that helps explain how Tripwire works, as it is a complex product”
Ideba’s Approach
Developed and executed an arresting InfoGraphic based on the human body, using simple metaphors (e.g.: lungs are equal to protection, like Tripwire’s Proactive Threat Response) to clearly communicate how Tripwire works within the enterprise, promoting key benefits and value in the process.
Results for the Client
- InfoGraphic used in multiple instances online and offline to support Sales and Marketing efforts, including a modified version printed on T-shirts for use at the RSA Conference in Q1, 2012—driving increased value for client investment
- InfoGraphic delivered increased awareness, and stimulated several conversations with clients
WatchGuard Seminars in a Box
Category: Consulting
Client’s Pain Point
“We need a consistent approach to recruiting, planning, marketing, and tracking seminars and webinars”.
Ideba’s Approach
Leveraged Marketo® software, created a “Seminars in a Box” campaign, which included a consistent messaging framework, value proposition, event best practices, technical instructions, communication plan and cadence, registration forms, and post event surveys. In addition to these tools, Ideba created industry-specific web banners, recruitment emails, follow ups, and more.
Results for the Client
- A consistent approach to event management, resulting in:
- Reduced time required to create materials
- More targeted and effective messaging, using a consistent tone and manner
- More qualified leads, to fuel new business development
- Increased traceability of the value of event expenditures
Clients
- Abstract
- Avaya
- Clinicient
- Cooper Pacific
- Denali
- FIOS
- Fortis BC
- Iovation
- Microsoft
- NECI
- North Peace Savings & Credit Union
- Providence
- Symantec
- Tektronix
- Tom Harris
- Tripwire
- Victoria Transmission & Auto Care
- Watchguard
- WickinnishInn
Expertise
Video
We develop animated and live-action video for product demonstrations, customer case studies, and educational stories.
Sales Tools
We build the hard-working sales advisors, configuration tools, and interactive widgets that drive customer engagement and leads.
Social Marketing
We craft conversation strategy, design and infographics for social platforms that extend your marketing and build customer interest.
Customer Insights
We learn what your customers need to improve marketing, from purchase and usage through support and satisfaction.
People
When you engage with Ideba, you work with senior professionals. Our consultants have deep experience, specializing in technology, and understand the importance of driving measurable results and ROI.
Meet Team Ideba: Click the LinkedIn icons to learn more about each of us, or the star icons to find out what has caught our attention recently.
Community
Ideba strongly believes in supporting the communities where we work and live with education initiatives, activities that promote local businesses, and best practices to support the environment.
Education Initiatives
In partnership with University of Victoria (UVic), Ideba participates in teaching, career development, and internship opportunities. More specifically, Ideba has a voluntary commitment to teach
Ideba is following a similar path with Portland State University (PSU), completing its first hire in March 2012, through the School of Business’ internship program.
Local Business Support
Environment
Contact
Portland
Address: 620 SW 5th Avenue, Suite 705, Portland, OR 97204
Tel: (425) 638-3797
Victoria
Address: 26 Bastion Square, Suite 203, Victoria, BC, V8W 1H9
Tel: (250) 590-6764