Kaseya Tech Seminars case study
Kaseya is the leading global provider of IT automation and systems management software. Kaseya’s solutions empower virtually everyone, from individual consumers to large corporations and IT service providers, to proactively monitor, manage and control IT assets remotely, easily and efficiently from one integrated Web-based platform.
Kaseya opened a new office and expanded its operations in China. The company’s long-term PR objective is to build Kaseya’s media profile and raise awareness of its full range of product offerings in Greater China. However, in the short term, Kaseya wanted to ‘hit the ground running’ and to generate sales in the China market immediately. Historically, the company’s media profile was not high in this region. The lack of Chinese language versions of its products meant that sales had been minimal locally. In addition, the Kaseya business model is relatively new to the Greater China market. Knowing where, who and how to identify prospects was not a straightforward exercise.
Techworks Asia approach
Typically, Techworks Asia would recommend building a base level of media awareness through a series of press releases leading up to a media briefing where Kaseya could meet the region’s key editors from the technology media face-to-face and introduce the company, its technologies and products and outline the company’s business strategy, particularly in relation to the Greater China market. However, given the urgency of the task in hand, in this particular case, Techworks Asia did not adopt this strategy. Rather, Techworks and Kaseya worked together to arrange a series of technical seminars in Shanghai, Guangzhou and Beijing, targeting prospects such as resellers, channels and managed serviced providers. Techworks Asia arranged all key elements of the seminars, such as:
– Researched databases to ensure Kaseya targeted the right audience in each location.
– eDM design and distribution
– HTML hosting
– Lead capturing and daily report of registrations leading up to the seminar