For IT service provider Materna there was a perfect place in 2015 to present its new market positioning to all its target groups: At CeBIT the company reached public administrations, businesses and IT organizations all at the same time.
"In terms of communicating new topics, trends and solutions, there is no way the digital economy can avoid CeBIT," says Helmut Binder, Managing Director, Materna GmbH. "It is the largest communication and networking platform for us." As a service provider, maintaining contacts is very important to Materna.
"At CeBIT we tap potential business that we can follow up on during the remaining months of the year,"
"We can also discuss new ideas and approaches here with a versatile, qualified public."
Materna provides software and consulting services for managing complex IT landscapes. The company dedicated its display at the Public Sector Parc in 2015 to the digital transformation of businesses, public administrations and IT organizations. "Fundamentally, our purpose was to show all three target groups solutions that make digital transformation considerably more efficient," says Binder.
One of the company’s CeBIT highlights was the showcase where the e-government law was displayed continuously across all three administrative layers. It vividly demonstrated the opportunities that modern technology provides to move closer to citizens. Digital channels simplify communication. Document management systems, custom-fit and integrated solutions for secure authentication, and seamlessly linked certified archive solutions are the central components. Online applications for certificates of good conduct from the Federal Office of Justice served Materna as a best practice example for a completely digital process. In addition, products for automating data centers, and business applications for sales, marketing and human resources were displayed. In a SharePoint-based showcase Materna demonstrated the use of this Microsoft solution for the Intranet and for knowledge management.
Overall, Materna was satisfied with its appearance. "Networking, maintaining contacts and our presentation of innovations to our existing customers was first-rate," says Helmut Binder. "And we were able to welcome many new customers and several top-tier CIOs to our stand." A communication mix before CeBIT even began provided publicity. The key element was a multi-stage e-mail marketing campaign directed at the target groups in conjunction with the call to "set up a meeting on our CeBIT landing page." This was combined with telephone marketing on the part of the sales team and external agencies, along with online, press and social media communication. Google AdWords campaigns were also successful.
"In 2015 we celebrated the premiere of our new market positioning," says Helmut Binder looking back. "At CeBIT 2016 we will expand on this and continue to tap the potential found at the trade show. We want to present the story of digital transformation in even more detail, begin planning even earlier, and make even more contacts."