In early March, Navisite, a modern managed cloud service provider, had just merged four separate companies and brands into one. Then COVID-19 hit – leaving them without the normal avenues for building brand awareness.
In-person events have a powerful role to play in any organization’s sales and marketing efforts. “We count on in-person events to help us bring in leads and move existing opportunities forward. Sometimes people are closing deals on the trade show floor. There’s a lot that happens there – and it was gone, taken away from us,” said Bindu Crandall, Chief Marketing Officer at Navisite.
With traditional event formats off the table and uncertainty running high, the Navisite team called on us to help them pivot. We jumped at the chance to think creatively about how Navisite could connect authentically with their community.
Crandall gathered a team of experts, including Jeff Robertson, Managing Director of ETA Creative Event Producers.
“Of course I went to ETA and Jeff, I mean, who else would I go to? They’ve been my premier vendor for 10+ years. I count on them to do things right, to think outside the box, to make things happen on a large scale – to make them impactful and beautiful and easy for me,” she said.
We quickly identified a unique opportunity to promote brand awareness and pandemic relief efforts in a virtual environment. And it all hinged on The Goo Goo Dolls. Or rather, a chance to see Johnny Rzeznik of the Goo Goo Dolls perform live from the comfort of one’s own home.
The strategy was simple: engage available talent and produce a high-quality virtual event with a purpose.