Empowering IT Pros to use Carbonite & become the Hero

in their Disaster Recovery story

SPICEWORLD 2015: GOALS & STRATEGY

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Agenda

•  What is Spiceworld?

•  Why is Carbonite going to Spiceworld?

•  Carbonite Goals for Spiceworld

•  Engagement Strategy at Spiceworld & Beyond

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What is Spiceworld?

What? Spiceworld is Spiceworks’ premier conference for IT Pros When? September 23 – 25, 2015 (with pre-parties on the 22nd) Where? Austin, TX Why? •  1,800 IT pros & Spiceworks community members attend •  60+ vendors marketing & selling directly to an IT Pro audience •  2 days of networking opportunities, awareness building

& relationship development with potential IT buyers

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Spiceworld Goals

500 Connections – 10% increase over 2014 •  100 completed SMB profile sheets •  450 unique scans Post-show Lead Nurture flow •  Targeting: 150 opens throughout lead nurture cycle (3 emails total – last email promoting BMR) •  10 call-ins using Spiceworld promotion

•  2 closed server deals  Additional Goals •  Increase Spiceworks vendor page followers by 2.5% (+100) within 30 days post event •  Test competitive positioning of server products & BMR needs

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Engagement Strategy

Directly tie the idea of Disaster Recovery into Carbonite solutions with an engaging movie theme to capture the attention of IT Pros. Make the IT Pro the hero in their own Disaster Recovery Movie •  Imagine disaster recovery as a movie in which the IT Pro is the hero •  Empowered by Carbonite’s simple but powerful solution, the IT hero saves the day (and the data) •  Treat the IT Pro like they are the hero of their company’s story – They are the Jedi, we are the light saber Speak the language of the IT Pro •  Science fiction & disaster movies •  Free food & t-shirt give aways •  Product demos focused on making the IT Pro’s life easier

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Welcome Bag: Ticket

GOALS: Generate excitement Bring Spiceworld attendees to our booth TACTIC: Movie Ticket •  Experience with Carbonite at Spiceworld starts the same way

you would experience going to a movie - Movie ticket gets you into the show

•  Message: “Bring to the booth to get a free t-shirt” + offer •  Unusual shape so stands out in the show bag

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Welcome Bag: Program Ad

GOALS: Generate excitement Bring Spiceworld attendees to our booth TACTIC: Program Ad – ¼ Page •  2nd touch to generate curiosity & excitement around our booth •  Message: Movie teaser, free t-shirt offer to bring booth traffic

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At the Show: Carbonite Booth

GOALS: Drive engagement Start a conversation with attendees TACTICS: Backdrop is strong & bold, but relatively clean to define the space & set off the rest of the booth assets Bannerstand introduces our product information at a high level and makes it clear what we offer & highlight practical discussion points Popcorn is a giveaway, relates to the theme & provides a sensory aspect to the experience

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At the Show: Carbonite Booth

GOALS: Drive engagement Start a conversation with attendees TACTIC: Movie Posters bring our concept to life & engage the audience

•  Speak to the challenges that are part of many disaster recovery solutions, but not Carbonite

•  Spoof classic disaster movie styles – IT pros (notorious movie buffs) will pick up on the joke

•  Displayed in free standing, double-sided poster stands along the outside of the booth for high visibility

•  Artwork & concept can be reused after the show as a follow up and giveaway  

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At the Show: Carbonite Booth

GOALS: Provide a tangible takeaways to keep Carbonite top of mind after the show Promote Spiceworld specific offer TACTICS: 5x7 Postcards - Booth handout •  Reprint of all 3 posters as a fun take home •  Messaging: Spiceworld offer + recap of Carbonite solutions

Spiceworld Specific Collateral •  Carbonite product sheets with Spiceworld offer & CTA

5x7 Movie postcard - backs

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At the show: T-Shirts

GOALS: Drive engagement Start a conversation with attendees TACTICS: Giveaway T-Shirts are a must have for this audience •  Tie theme back into our brand as a funny pun •  Carries theme through in a way that can also stand

on its own past the show

Employee T-Shirts identify Carbonite employees at the booth •  Tie theme back into our brand as a funny pun

GIVEAWAYTSHIRT

EMPLOYEETSHIRT

BBQ TSHIRT

RECOVERYEXTREMELY APPROPRIATE FOR

SMALL BUSINESSES REQUIRING

DISASTER PROTECTION & RECOVERY

HARD DRIVE VIOLENCE, GRAPHIC IT LANGUAGE,END-USER HYSTERICS, UNCONTROLLABLE FILE

DELETION, NECESSARY NUDITY

PRODUCTIONA

#%!* happens:the movie

lights, camera

#%!* happens:the movie

I don’t have adisaster recovery problem.

I have a disaster.

I have a drink.

I recover with Carbonite.No problem.

GIVEAWAYTSHIRT

EMPLOYEETSHIRT

BBQ TSHIRT

RECOVERYEXTREMELY APPROPRIATE FOR

SMALL BUSINESSES REQUIRING

DISASTER PROTECTION & RECOVERY

HARD DRIVE VIOLENCE, GRAPHIC IT LANGUAGE,END-USER HYSTERICS, UNCONTROLLABLE FILE

DELETION, NECESSARY NUDITY

PRODUCTIONA

#%!* happens:the movie

lights, camera

#%!* happens:the movie

I don’t have adisaster recovery problem.

I have a disaster.

I have a drink.

I recover with Carbonite.No problem.

Giveaway t-shirt – front & back

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VIP Event: Salt Lick BBQ

Trip for 50 IT Pros to Salt Lick BBQ the night before Spiceworld begins Provide a guided tour of Carbonite GOALS: Connect with influencers who arrive to Spiceworld early Build goodwill in the Spiceworks community Get real, actionable feedback on product, positioning & messaging Disaster Recovery messaging transitioned over to BBQ Recovery

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VIP Event: Salt Lick BBQ

TACTICS: Bus to Salt Lick Restaurant BBQ Recovery Bag explains the parallel between Carbonite as attendees’ Disaster Recovery Solution from potential BBQ disasters to data disasters •  Postcard •  Bib •  Towelette •  Tums

4X6 Postcard with bag contents

Bus signage

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Post-Show Follow Up

550 IT Pro leads to connect with 3 Touch email follow-up •  1st touch – Downloadable movie posters •  2nd touch – Overview of BMR & Appliance with reminder of Spiceworks discount •  3rd touch – Review of Carbonite product suite & discount reminder Direct sales follow-up (10% Spiceworks specific promo code) •  SMB Promo Sheet to better equip sales reps

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QUESTIONS?

At the show: Carbonite Booth

GOALS: Drive engagement Start a conversation with attendees TACTIC: Movie Posters bring our concept to life & engage the audience

•  Speak to the challenges that are part of many disaster recovery solutions, but not Carbonite

•  Spoof classic disaster movie styles - IT pros (notorious movie buffs) will pick up on the joke

•  Displayed in free standing, double-sided poster stands along the outside of the booth for high visibility

•  Artwork & concept can be reused after the show as a follow up and giveaway  

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