OâMalley said an âoutsmart, not outspendâ marketing strategy has enabled Naperville, Ill.-based Tellabs to compete against companies with significantly larger marketing budgets.
Four years ago, facing a rapidly changing telecommunications industry in which voice networks were increasingly being offered free of charge, Tellabs set out to rebrand itself.
âWe were âyour fatherâs Oldsmobile,â â OâMalley said, âand now we needed to get out and be seen as a new type of company.â
To cultivate this new image, Tellabs targeted âecho boomers,â the tech-savvy children of baby boomers and burgeoning users of those services provided by Tellabsâ customers. To reach this audience, it launched a new marketing campaign, âInspire the New Life,â that has used such digital media as audio and video podcasts to convey its expertise.
So far, the campaign has yielded an ROI three times Tellabsâ original investment, OâMalley said. Perhaps the most telling indicator of the campaignâs success, however, is its impact on the competition, he said, noting Cisco Systemsâ âHuman Networkâ campaign and Hitachiâs âInspire the Nextâ effort.
âImitation is the sincerest form of flattery,â OâMalley said.