Some Olympic partners are cutting back on TV advertising and opting for other channels, such as online, direct marketing and events.
Avaya, which is the official converged network equipment supplier for the Vancouver Olympics, decided not to run TV spots during the games and to focus instead on other media.
“We were planning on doing advertising, but we decided to back off the advertising and concentrate on our target customer group,” said Dave Johnson, general manager-Olympic Games programs at Avaya, which acquired Nortel Enterprise Solutions in December.
“Because of the timing with the Avaya acquisition of Nortel Enterprise, it was difficult for us to come up with a campaign that made sense in such a short turnaround. We will focus our marketing investment on direct marketing, online and events marketing.”
As the official supplier of network equipment, Avaya will provide a host of equipment and services to help run the Vancouver Olympics, including data products, ethernet routing, network security and wireless network services.
“For us, it is a perfect showcase because of the depth of our deployment. Virtually every product in our portfolio will be used,” Johnson said. “It is a pretty powerful story for us, and puts a human touch on our message.”
To convey that message, Avaya will use direct mail, e-mail, white papers and a microsite to reach its target audience of IT and business decision-makers. M