If you’re flying through Chicago, San Francisco or New York City airports this month, look for high-profile Citrix advertisements spotlighting mobile workspaces in ORD, SFO and JFK.
Or, check out print and online ads in The Wall Street Journal, The New York Times, CIO, Forbes, Fortune, Wired, The Register, Computerwoche.de, TechTarget, silicon.de and IDG websites.
Our “New Ways to Work Better” campaign is designed to raise awareness about the mobile workspace and link our three key solution categories – mobility, virtualization and networking – to this concept.
The ads cover the full range of traditional and new media, including social (#WorkBetter), banners and even YouTube videos. Targeting IT and business decision makers wherever they are and wherever they are looking for information, the campaign began at the Synergy conference in May and continues through the end of 2014. Phase 1 covers the United States, the United Kingdom and Germany.
What does it mean to Citrix Partners?
Greater customer awareness of Citrix, the mobile workspace concept and our solutions raises consideration and makes your demand generation efforts and other marketing activities more effective. People who are already familiar with the Citrix brand are more receptive to your offer of additional information or a meeting, and may feel more comfortable purchasing a Citrix solution. Awareness also lowers the learning curve, helping you sell with less effort.
In addition, the campaign goes head-to-head with the competition by taking our message “to the streets.” Business travelers arriving in San Francisco International Airport are greeted by our high-visibility ads; they counter our competition with fresh, vivid images and compelling messaging.
Outstanding results so far
Our strategy is to engage customers and prospects through different channels and drive them to the corporate website for more information. We are measuring the campaign’s impact using a number of methods, including brand tracking surveys and extensive reporting on website activity and engagement.
With hundreds of millions of impressions to date, the campaign is performing very well. It has delivered more than 300,000 people to the Citrix website — and around 80 percent of them are new visitors.
Build on the campaign with Citrix Key Plays
The “New Ways to Work Better” campaign leverages Citrix brand advertising in combination with press and analyst relations and social media outreach to make a positive, memorable impact. To take advantage of this multimedia buzz in your own marketing activities, use the closely related Key Play kits. We will continue to post materials and guidelines posted to Marketing Concierge as they become available.