EMC is the world’s leading information infrastructure solutions provider. They provide solutions for storage, security, information management, virtualization, and cloud computing. Being a traditionally strong enterprise player, EMC needed to shift gears, with India being primarily a market for small and medium businesses (SMB). The company needed to strengthen its channel network and drive a strong promotion of products specifically targeted for the SMB sector.
Working closely with the EMC team, The PRactice launched a PR campaign introducing incentives aimed at helping channel partners overcome the liquidity crisis in 2008. The campaign also highlighted key SMB products in the entire spectrum of information infrastructure, letting the partners know that EMC had the right products for the SMB sector.
The campaign resulted in extensive positive coverage in trade publications such as Express Channel Business, Indian Channel World, Network Computing, and CRN, among others. Viswanath Ramaswamy, the Channel Head, was profiled as a business leader in IT VAR while UR Acharya, the Corporate Head, described his plans for the SMB sector in the Economic Times. Overall, the SMB PR campaign delivered the message to that EMC is serious about the sector and shone a spotlight on EMC’s wide range of products for the SMB market.