H-P Integrates at Telecom World

Hewlett-Packard’s participation at the International Telecommunication Union’s December 2006 Telecom World was designed to demonstrate the company’s thought leadership and the real-world solutions offered by its Communications, Media and Entertainment business unit, which generates about 10 percent of the company’s global revenues. Among the biggest challenges was showing off a large array of products—the CME division’s 15 leading product categories all were highlighted at the show.

To do it, HP activated on almost every possible touchpoint the show offered, focusing messaging on how its products enable the customers’ experiences.

The initiative’s centerpiece was a stunning two-story trade show booth that encompassed roughly 8,600 square feet. Fifteen separate product demo stations and lead-gen activities covered the ground floor, while executive meetings took place upstairs—the company held more than 70 client meetings and 32 additional sessions with media and analysts during the show.

To build recognition of HP as a thought leader, the company’s ceo keynoted one session, the chief technology officer keynoted another, and company reps participated in panel discussions throughout the conference. To wow media, HP held a Wine and Wireless event, combining product demonstrations and discussions with informal interaction for the attendees.

And to build relationships with clients, the company hosted more than 200 customers and partners over three nights at Hong Kong’s China Club. When it was over, HP had collected 5,300 sales leads, a 54 percent increase from its performance at the 2003 show.