B-to-B Events

Software company SAP connected with potential customers at this year’s National Retail Federation show by leveraging its own current relationships.

One example: SAP customer Harrods hosted a session showing how the retailer uses a single platform from SAP to increase operational efficiency.

“In many ways we find that people are much more receptive when it is someone that is not part of SAP that talks about us ” Andy Williams director-marketing retail for SAP told Buzz. “And that has really led to us using our customers to help us tell our story.”

Cranium’s cult of personality keeps the love alive

Suzanne Babb a professional office organizer from Phoenix starts her mornings at 7 a.m. She gets her son and daughter ages nine and 14 up and ready for school and then hops into her brand new Dodge Caravan to get the day rolling. She loads her afternoon appointments into the minivan’s navigation system swings by grandma’s for breakfast checks her email drops her son off at school hits a client meeting across town then creates a podcast for her website letstalkorganizing.com from the van in between appointments.

Accuray’s preferred means of approaching its trade show marketing is to bring its CyberKnife Robotic Radiosurgery System to the show floor because the system is quite the draw on its own. The challenge occurs when Accuray doesn’t have enough room or budget in its exhibit to bring the entire system—which requires about 400 square feet for just the product display.

“When we have a 40-foot-by-40-foot exhibit or larger we bring our entire treatment suite. But when we have a smaller space we have to get innovative ” says Patti Cardoza exhibit manager for Accuray.