85%
Ciena utilized virtual
3D PRODUCTS
in lieu
of physical product,
creating a more
consultative sales
cycle and...
ANNUALLY
REDUCING
TRADE
SHOW
SHIPPING
COSTS
BY
With more than 1200 employees and 20 offices worldwide, Ciena is a network
specialist focused on delivering communication network platforms, software
and professional services to transition networks for maximum value. The
com-pany supports worldwide telecom and cable services providers, as well as
enter-prise and government networks, to converge, transition and connect
commu-nications networks that deliver voice, video and data services. Ciena calls itself a
‘Web first’ marketing company. According to Bill Rozier, Vice President of
Market-ing for Ciena, “The Web is at the center of everythMarket-ing we do, and marketMarket-ing is
no exception.” That’s why when Rozier first encountered Kaon Interactive back
in 2006 he knew Ciena had the opportunity to be an innovator in their field by
fundamentally changing the way products are presented to customers.
Ciena needed to deliver a consistent, compelling experience that conveys essential product informa-tion and reinforces messaging across all channels and customer touch-points. In addition to the fact that new channels for customer engagement are continu-ously being introduced, Ciena’s line is already expansive. Therefore, no trade show booth or other typical sales venue could physically accommodate all of its offerings. Additionally, Ciena’s broadband access, data and opti-cal networking platforms, software tools, and global network services are not one-size-fit-all, so access to all products during sales engagements is imperative.
2
bringing yourproducts to lifeThe
Challenge
To further complicate matters, as a global company, Ciena’s high-end products can be difficult to obtain for use at sales meet-ings and events, not to mention the exor-bitant shipping costs and risk of damage to do so. And, then there are the supporting marketing materials that need to accompany such products. Unfortunately, in many cases, catalogs and brochures become outdated soon after they become available. Even when the content is current, shipping various bro-chures and data sheets can also be costly.
Our sales team doesn’t
thank me for brochures. They
expect progressive sales tools
that will help them expedite a
very consultative sales cycle.
Using Kaon’s solutions gives
them access to every product,
backed by accurate
information, empowering
them to win deals.
– Bill Rozier
Vice President of Marketing
Ciena Corporation
“
Ciena’s need for a visual solution that would let them showcase unlimited
numbers of products, dynamic product model content, and precise solution
messaging, was achieved with Kaon’s interactive 3D product marketing
applications. With Kaon’s help, Ciena has enhanced the conversion of
marketing communication into sales transactions, with most products
not being physically present.
Test Driving at Trade Shows
Ciena’s first real test of Kaon’s 3D Product Models on the Kaon v-OSK® (a large, high-definition, touch screen appliance) took place at Globalcomm 2006, the largest telecom industry event in North America. An annual event, now known as Supercomm, still affords Ciena the opportunity to showcase its premier prod-ucts to the largest communications and IT audience in one place, with nearly 20,000 attendees and 450 exhibitors, letting prospects “experience” interactive products as if they were physically present, putting customers in control of their own experiences with the ability to investigate three dimensional moving parts, rotate, view and measure products from every angle, explore unique features, and view animated prod-uct demonstrations as relevant prodprod-uct information and messaging is presented. Regarding Globalcomm
2006, Rozier said, “Between shipping and onsite product assembly at this first event, we obtained enough savings to validate our expenditure with Kaon, achieving a complete ROI in just months from implementation.” That first year, Ciena won the coveted Best of Show award largely due to its use of Kaon’s technology within the booth. “The Kaon v-OSK is awesome,” said Maureen Renaud, Manager of Global Events Marketing at Ciena. “In addition to the larger, more obvi-ous cost savings the Kaon v-OSK delivers, there are numerous smaller savings that go unno-ticed until you look closely at the events and break things down.” Ciena has in fact recouped more than 800 hours of onsite product assem-bly support and labor costs annually thanks to Kaon. The company has also realized
sig-4
bringing yourproductsto life
The
Solution
nificantly decreased travel expenses and requires fewer support staff, an additional cost savings. “I don’t feel that we’re compromising the credibility of the products by not having them at the events. In fact, I feel that the Kaon v-OSK provides us with amaz-ingly realistic visualization with the added benefit of product messaging expertise,” states Maureen Renaud. “Customers love interacting with the solu-tion on large monitors that give them the power to investigate the features and benefits that are of greatest interest to them. In the three years we’ve been working with Kaon, we’ve now replaced all physi-cal products with the Kaon v-OSK at every show.”
Interactive 3D Products-
Across All Channels
Customers are no longer categorized as being “on-line” or “off“on-line”, but simply “customers” – implying a multichannel sales experience regardless of where the point of purchase may be. That’s why Ciena’s use of Kaon’s technology in supporting sales extends well beyond the trade show floor. In fact, Ciena has incorporated use of the virtual product models throughout their sales and marketing process and deployed Ciena’s Interactive Product Portfolio App, allowing sales team’s access to the 3D Product Models literally anywhere, anytime, natively on their iPads and mobile devices. And, with current economic conditions resulting in longer than usual sales cycles,
the need for customers to explore a product more than once has become the norm. As such, the ability to replicate the sales experience at every touch point can’t be understated. “While trade shows and our Mobile Innovation Lab draw the greatest crowds of customers at a single time, we’re always fielding inquires about our products,” says Rozier. “Whether a customer is coming out to our executive briefing center or being met by a single sales representative outside of his or her office, we need to ensure consistent product messaging across the board.” To maintain the level of consistency, Ciena has incorporated Kaon’s technology on the lap-tops and iPads of its entire sales team; on the website where prospects often first encounter products; in its Executive Briefing Center; within Mobile Innovation Labs and in the lobby of every one of its 20 offices throughout the world. “With the Kaon 3D Product Models, custom-ers are interacting with our products at events, on our website and in everyday sales envi-ronments,” Rozier commented. “With Kaon’s technology, regardless of where they come in contact with our products, we are able to deliver a consistent experience that is compel-ling and allows them to engage with our prod-ucts and company.” Rozier added, “And, we’re continuously finding ways to further lever-age this technology within the company.”
The ROI Advantage
After experiencing a return on investment within the firstmonth of utilizing Kaon’s technology, Rozier commented, “On a scale of one to ten, Kaon’s technology is an 11. It’s simply the most important event element we have today.” According to Rozier, “In terms of trade shows alone in 2006, the Kaon v-OSK was able to save us 85% in recur-ring annual shipping costs, more than 800 labor hours associated with product assembly, and a significant reduction in travel and accommodations due to the reduced labor staff needed. Now, while Kaon’s solu-tions are still minimizing costs, we look at the technol-ogy as a greatly treasured innovative marketing tool.” Fortunately, Kaon’s applications also significantly reduce shipping and collateral printing expenses, as fact sheets and brochures are included alongside 3D Product Models on the touch screens—thereby offering a far more green approach to presenting prod-ucts, while at the same time heightening customer and
6
bringing yourproducts to lifeprospect engagement. Moreover, as marketers lever-age the technology across multiple channels they can deliver more immediate return on investments. Deploying Kaon’s content in the Mobile Innovation Lab has also provided stunning results for Ciena. Over the 10 months it has been running, the lab has made 51 stops, increasing product visibility across the country, with about 2,000 potential customers walking through, increasing their potential sales opportunities immensely. Using Kaon 3D Product applications, Ciena has been able to offer an engaging experience and consistent messaging at every customer touch point. “It’s been great to work with a company who truly un-derstands our needs and can assist in delivering on our product vision to our customers,” said Rozier. “Kaon is committed to making our business a success, and has proven that in both customer satisfaction and ROI.”
