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Choose the media according to the desired promotional frequency and target user segment Promotion is not something you do once, but rather, it requires repetition Do you ever see a commercial one time No, you see and hear the same messages in magazines, on TV, and on radio Remember, the goal with promotion is to move people from awareness of BusinessObjects XI to usage It will take a number of repetitions, with different messages and media to get there Recall from 3 that only a portion of BusinessObjects XI users may actually log in to InfoView; a larger majority of users may receive the benefit of BusinessObjects XI indirectly from analysts or via distributed e-mail reports Therefore, if you use the InfoView sign-on page as your main communication medium, the message will not reach many user segments You need several alternative media such as staff meetings, newsletters, or e-mail campaigns to reach these secondary users Time your promotion efforts to certain project milestones For example, if you give shirts away as project awards, have the team wear their shirts when you release a new universe or complete a software upgrade At a recent TDWI conference that emphasized bridging the gap between IT and business, Dave Wells, Director of Education, color-coded the name badges of IT people in red and business people in blue He declared that the BI industry needed more purple people, and as a way of generating awareness and excitement on this theme, people who bridged this gap wore purple shirts and badges
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Road shows When companies first start developing a business intelligence solution, many have corresponding information sessions about what is coming, when phase 1 will be available, and who will be trained first The most successful road shows include business success stories and user testimonials on how BusinessObjects XI has had a measurable impact For example, Blue Cross Blue Shield of North Carolina has an established data warehouse and BusinessObjects implementation Even with a mature deployment, they still do two road shows a month for new groups of users Their implementation is so successful that the project team is often now invited to speak at staff meetings to tell people about new functionality and how business units are benefiting from business intelligence Video / podcasts Some companies have created videos, Webinars, or podcasts to use at road shows or staff meetings The video may show the CEO, the project sponsor, or a business user giving a testimonial as to how BusinessObjects XI helps the business While a video or podcast may be difficult to produce at first, it helps reduce travel costs and logistic issues in always getting the right people together Company newsletters Existing corporate newsletters are excellent media for highlevel messages to a broad audience Given the readership of company newsletters, the primary purpose of these articles is to build awareness, not necessarily usage These articles should include information about the business goals and project milestones You do not need to get too detailed about functionality Industry journals Companies have a misconception that participation in user conferences and articles in industry journals help only the careers of the project staff and not necessarily the company Not true! Owens & Minor has received a number of industry awards, something that helped create enthusiasm internally and helped them win new contracts EMA also credits recent client wins to industry exposure There are a number of ways to get your project into an industry journal You can author an article You can volunteer to be interviewed by Business Objects for a press release Your company s public relations department can issue a press release either to technical journals such as Computer World, DM Review, Intelligent Enterprise, and CIO Insight or, if it has more of a business slant, to industry journals Finally, consider submitting an application for industry awards As a judge for TDWI Best Practices, I would encourage companies to submit an application for this prestigious award In addition to taking time to reflect on their accomplishments, award winners enjoy additional exposure and speaking opportunities Training classes Training sessions should go beyond the straight how-tos and address the benefits and business application of the data and of sharing information Some companies use a game-style approach to training to generate enthusiasm For example, one company regularly holds group workshops in which they divide the group into two teams There is a question and answer session in which the two teams compete to share tips and best practices Brown-bag lunches A brown-bag lunch is a casual information sharing session in which participants bring a bagged lunch and discuss effective usage of BusinessObjects XI or the data warehouse Cingular Wireless, for example, refers to these as lunch and learns and will invite the vendor technical consultant to participate A facilitator may start the lunch with a success story, tip, or project
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