Ixia at GLOBALCOMM 2006

Subudhi Consulting Group, Inc. (SCG), a strategic and tactical public relations, marketing and communications agency for companies, concepts and events, was retained in May 2006 by Ixia to perform public relations duties for the GLOBALCOMM 2006 Tradeshow in Chicago, Ill.

Based in Calabasas, Calif., Ixia is a leading provider of performance test systems for IP-based infrastructure and services.  Ixia’s test systems are used by network and telephony equipment manufacturers, semiconductor manufacturers, service providers, governments, and enterprises to validate the functionality and reliability of complex IP networks, devices, and applications.  Ixia’s test systems address the growing need to test voice, video, and data services and network capability under real-world conditions. 

The GLOBALCOMM 2006 tradeshow brings together the world’s innovative providers of communications and information technology products and services.  The event featured more than 160 members of the press, 495 exhibiting companies and 20,000 attendees from more than 100 countries.  Ixia chose GLOBALCOMM 2006 to launch the latest release of Ixia’s comprehensive IPTV testing solution (Aptixia™ IxLoad™ 3.10), Ixia’s converged multi-services testing solution, and a new customer win for Ixia’s VoIP test application.

Ixia retained SCG for media services from May 24, 2006 until the date of the tradeshow, June 13, 2006.  In just three weeks, SCG worked with a newly hired public relations director, to launch to two solutions that addressed service providers’ need to quickly roll out entertainment and media services so they could start seeing revenue from their very costly investment.

The press kit for the tradeshow included a media contacts document written by SCG, selected personnel biographies written by SCG, and edits by SCG to executive biographies, fact sheet, pitch and press releases.

SCG was solely responsible for the establishment and scheduling of meetings for Ixia executives to take place at GLOBALCOMM 2006.  Using the GLOBALCOMM 2006 press list, SCG pitched the meeting and agenda with press and analysts, scheduled meetings with press and analysts, prepared press and analysts for meetings with background information on Ixia and spokespeople, and reconfirmed meeting time and location with press and analysts.

From nearly 60 pitches, an extraordinary 22 briefings were scheduled at the tradeshow.  Industry analyst briefings were secured with The Yankee Group, IDC, The Dell'Oro Group, Frost & Sullivan, and Inflection Point Research.  Press briefings were secured with Light Reading,Telecommunications Magazine, Converge! News Digest, Network Systems Design Newsletter, Internet Telephony, SIP Magazine, IMS Magazine, EETimes, VON Magazine, LightWave Magazine, CommsDesign, and Telephony.  SCG produced a master schedule for GLOBALCOMM 2006 and scheduled meetings without conflict, continually updated the schedule and provided twice-weekly interim drafts to Ixia.  SCG produced a final schedule of meetings and briefings prior to the opening day of the tradeshow. 

To prepare Ixia spokespeople, SCG produced briefing books prior to the tradeshow.  The briefing books contained customized briefing sheets for each Ixia press and analyst meeting that included reporter’s/analyst’s biographies, background on publication, and recent and relevant articles or reports written by the reporter / analyst.

SCG distributed Ixia’s three press releases via Business Wire and to the master media list.  SCG also worked with tradeshow management to ensure the Ixia press kit and press releases were posted in GLOBALCOMM’s online pressroom. 

Next to securing 22 press and analyst meetings to launch Ixia’s solutions to the industry, the most important objective achieved by SCG for Ixia was beating out the competition for coverage the week of the show.  As a result of SCG’s work, Ixia blew the competition away in terms of coverage.  Ixia received greater media coverage than the competition in ten media outlets the week of the show.  In total, as a result of SCG’s one month from start to finish campaign for Ixia, Ixia was featured in 25 stories in 18 media outlets.

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