Nakina: Open the Flood Gates

The Challenge

Building off its hugely successful “Wicked” campaign, Nakina sought continued growth in the Equipment Vendor (EV) channel.  At the same time, the company did not want to lose any momentum in its equally important and successful Service Provider (SP) market.  Messaging had to resonate with these two, very different channels.

The Way Forward

In preparation for some key trade event, Pensante worked with Nakina to develop messaging that succinctly communicated the key pain points experienced by SPs and the benefits of the Nakina solution.  A campaign ``Services Trickling to Market?; Open the Flood Gates with Nakina`` was developed that had a SP focus but that also appealed to the EV channel.  The messaging/campaign also supported a hugely popular Nakina/Verizon joint presentation delivered at TMF Nice , May 2009.

Success Points

The campaign and messaging aligned brilliantly with Nakina’s value proposition and resonated well with both the EV and SP channels.  Following TMF Nice, Nakina experienced a huge spike in website visits.  And, click-through and download rates from post-show electronic direct mail  follow-up  increased significantly.

Tactical Elements

Messaging and content creation
Website framework
Campaign architecture
Lead generation program architecture
Customer engagement strategy
EDM design, development, and implementation
Tradeshow booth design
Inbound and outbound implementation,  integration, and metrics reporting

Customer quote:

"The messaging was bulls-eye, on-target for both Equipment Vendors and Service Providers.  Pensante’s cleverly conceived wording and visually appealing graphics really grabbed the attention of our target audience.  It was one of our most successful shows ever."

Nakina Systems Website