Sporting events were identified and incorporated into the overall event marketing program.  They were unique in what they delivered for a technology company including sampling, lead generation, entertainment, branding, advertising, public relations, dealer and retail programs. A wide variety of events were selected globally offering an opportunity to raise the level of awareness to groups in need of satellite service. Events included but were not limited to sailing/yacht races, expeditions, auto/race rally’s, adventure racing, extreme sports, and others.

Objectives:

• Generate Leads
• Build relationships/sales opportunities with service providers and customers.
• Bring user groups and equipment together in a live environment
• Increase global awareness.

Strategies:

• Select events appealing to target customers
• Establish alliances with properties that provide opportunity to showcase product benefit and utility.
• Negotiate packages that include hospitality, display areas, database access, media and PR opportunities.
• Establish a unique and ownable platform
• Provide VIP Customer engagement opportunities.

Iditarod Dogsled Race Case Study

Overview

• International dogsled race from Anchorage to Nome Alaska
• Participants (mushers) race teams of 12-16 dogs through Alaska countryside
• Teams from around the world participate. Countries include:  U.S. , Norway , Australia , Japan , Canada and the U.K.
• First event with equipment provisioning and on-site transactional opportunities.

Product provisioning

• Event in need of reliable communications system
• Satellite communications seen as a solution for better management of the events.
• Iridium supplied 53 phones and 38 pagers to organizers and members of the press.

Opportunities

• Equipment in the hands of key user groups
• Leads and sales activities
  • On-site transactional capability
  • Demo booths
  • Customer entertainment
• Signage at event start/finish and major press events
• Speaking opportunities
• Premiums
• Media
  • Partnerships with USA Network, PBS, Alaska Public Radio Network
  • Other media outlets covering include CNN, NBC, CBS, Washington Post and others
• Digital
  • Sponsorship content on www.cnn.com, www.iditarod.com and www.dogsled.com with links to www.iridium.com

Results

• On-site leads/sales
  • 100+ actual orders
  • 10 purchase orders pending
  • 100 additional hot prospects
• 2,500 hits to www.iridium.com
• Extensive media coverage of sponsorship