MAKING INMARSAT MATTER
If you think marketing telecommunications services on the ground was difficult, imagine
selling broadband services for the skies. This was precisely the situation for Inmarsat in 2016 as it launched a new inflight broadband product, GX Aviation, to global airline buyers. But only 7% of the audience had heard of Inmarsat.
Inmarsat faced a brand challenge. And Inmarsat was, like many large tech organisations that used intermediaries for its sales channel, unaccustomed to investing in its brand as a marketing asset and point of interaction with customers.
Inmarsat, a new entrant to the aviation connectivity market, had to transform its proposition and profile to compete effectively, engage customers, and stand out in a tech-heavy sector.
We developed a new identity, Inmarsat Aviation, and a positioning, ‘Bring it On’, that challenged the market and reframed the product. Integrated with ultra-targeted digital activation, we used specialist trade shows as our major platform – maximising engagement with hard-to-reach decision-makers. Thought leadership content and partnerships, combined with high-touch media relations management, put Inmarsat’s name firmly at the centre of the industry conversation.
In the first six months alone, targeted digital and experiential activity engaged 60% of target market accounts. Brand awareness jumped to 67% within industry – placing us jointly alongside the leading competitor. Marketing now provided a platform to support sales – with a significant pipeline attributable to our activity in 2017 alone.