Gartner
Case Study
Domestic
Market Research
The
Client
Gartner,
the world's premier business technology advisor, was founded
in 1979 and is headquartered in Stamford, Connecticut. Gartner
provides unrivaled thought leadership for more than 9,600
client organizations worldwide. The company achieved fiscal
1999 revenue of $734 million and has 80 locations worldwide.
Gartner's 3,400 associates, including 1,200 research analysts
and consultants, help clients achieve their business objectives
through the intelligent and efficient use of technology.
The
Challenge
While considered the world's premier business technology
advisor, Gartner is not widely recognized outside of Fortune
1000 companies. In an effort to increase its market visibility,
Gartner decided to leverage a current audio research product
into a new format; syndicated radio. Gartner created a program
to deliver co-branded radio infomercials to a national audience.
These 60-second spots were to be sold by Gartner directly
to client sponsors and leveraged its existing research agenda.
“We had the vision, but we also had a lot of questions
to be answered about syndicating our content on the radio”,
says Chris Hoffmann, Vice President of Alliance Programs
for Gartner. “Moreover, our constrained marketing resources
limited our ability to investigate options and be first
to market with this concept.”
The
Pentonian Solution
Gartner selected Pentonian to develop a short list of experts
for answers to their questions. Pentonian's research initiative
targeted leading media and syndication companies, and radio
production studios. Within 3 weeks, Pentonian delivered
a comprehensive report with answers to Gartner's radio media
questions. In addition, Pentonian facilitated the expert-to-expert
contacts that resulted in successful syndication for Gartner
on the nationally known, Wall Street Journal Report. Gartner
TechWatch is now heard daily by 25 million listeners in
160 major markets.
The
Results
“Pentonian delivered the exact amount of information
we needed to successfully launch Gartner TechWatch”,
says Roger Grannis, VP of Gartner's Talking Technology Series.
“During it's first two weeks of airing, the Gartner
TechWatch web
site produced more new web hits (25,000 per week)
than any new web site launch in company history. Gartner
TechWatch is positioned to drive over $1 Million in incremental
revenues to Gartner this year. Pentonian's work was invaluable
to our success on this initiative.”
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