Back then: Avaya was kicking up its second FIFA World Cup sponsorship and Jocelyne Attal cmo was crafting a year’s marketing message around the idea that if the high-tech company can provide the communications infrastructure for the world’s biggest sports event it can run yours too. World Cup was an unqualified success; but now more targeted online and live events were scoring with customers.
Now: In June Avaya entered a merger agreement with private equity investors Silver Lake and TPG Capital. Attal is still heading up marketing at Avaya so she filled us in on what else is new:
What is your biggest achievement since the cover story?
First we had an amazing World Cup. As the communication provider we didn’t have any issues we were 100 percent absolutely perfect. Nothing went wrong. We welcomed 10 000 customers over 30 days in the stadiums. They went to our briefing centers to become more familiar with our technology and we achieved billions of impressions. Second: we migrated from a huge sponsorship to our “Always On” marketing strategy.
What’s changed since then?
Avaya has given up World Cup. The sponsorship system has changed. It was a great opportunity but you pay a lot of money for one month of visibility. Now our events are becoming more targeted. We did a 29-city tour from May through June all over the world and talked to 10 000 people in person in a targeted way. We managed this year to meet as many people in person as we met at the World Cup. Branding is more important than it was in the past and events are part of branding as we define ourselves in a better way to more targeted audiences.
And your biggest challenge in the year ahead?
To make sure that we have nonstop visibility that we are “Always On.” But our No. 1 challenge as we are being acquired by a private equity company is the opportunity to transform our company from what has been for Wall Street a phone equipment leader to an enterprise communications software leader. Our tagline “Intelligent Communication ” is about changing the way you work. We have the opportunity now to build our brand around that.