Challenge
In the summer of 2008, Juniper Networks undertook a big challenge – to take rival Cisco head on by offering faster, more reliable and less expensive technology. The IT solutions provider knew that it couldn’t outdo the market leader, but did know that it could build on its small but loyal customer base, and make Cisco users consider what they might be missing.
Solution
A campaign was devised to promote Juniper’s core offering Junos – a single operating system that ingrates routing, switching and security services. Network engineers wanting to become more effective in their work, or who were seeking an overview of Junos as an alternative to Cisco, were considered primary targets. Because the target market was IT specialists, an email and online strategy was deemed the perfect way to reach them.
Juniper used its existing customer base to market Junos. It put together a microsite, dubbed J-Central, which delivered videocasts complete with presentations, application sharing and interactive Q&A sessions each month with Junos experts. In addition, a remote lab was built, providing targeted accounts with exclusive access to Juniper technology so that they could try before buying. User interaction and feedback was encouraged throughout, adding user generated content to the information already provided. Before long, J-Central was buzzing with activity.
Alongside the building of the microsite, an ongoing email campaign was implemented to inform Junos customers, and curious Cisco users, of what was happening at J-Centra. The emails promoted the site’s various sections and things like upcoming live events. In addition, there were some more attention grabbing email campaigns, such as one offering free copies of a Junos networking book known as the networking ‘bible’ amongst technical audiences. The launch of Junos was also announced with a printed DM and email campaign.
Results
The first email, inviting Junos users to register on J-Central, generated 600 responses. Due to the viral effect of the activity, J-Central now has more than 10,000 active users, including many who predominantly use Cisco equipment. An additional effect of the campaign has seen it double the number of certified Junos technicians amongst Juniper’s most significant customers. Work is also now underway to create a parallel ‘J-Central’ resource for resellers.
“I do not believe Juniper has ever run a more successful campaign in its history,” says Sarah Wright, enterprise program manager EMEA at Juniper. “From an initial database of 2000 contacts, we now have a vibrant and active community of over 10,000 users worldwide.
“We have seen an emormous viral and social effect from the campaign with the website, mailing pieces and offers appearing on blog sites, Linked In Groups, Twitter feeds and just being forwarded by colleagues and friends without us having to do anything at all.”
