Concept: A group of 15 famous European journalists travels to California for 1 week. Approximately 10-12 meetings are organized during that week at vendors office, often the HQ, to meet key company's executives, leaders and technologists. These sessions could be seen finally as very efficient, straighforward, exclusive and dedicated on-site press conferences. Companies select the IT Press Tour to boost media presence and visibility, optionally to catch up limited coverage in recent quarters. Based on these visits, the press group publishes content such as articles on online or print magazines, videos, blogs and tweets during the meeting itself.
Topics: The IT Press Tour targets several subjects covering the technology innovation and its impact on business, IT, economy and green philosophy in the Enterprise. All topics have in common the infrastructure aspect: Cloud (Computing and Storage), potentially SaaS, Data Center and Infrastructure, Virtualization, Networking Technologies, Storage Technologies, Databases, Data Protection and Archiving, Security and Green.
Format: 10 or 12 meetings per week mean 2 meetings per day on average. Sessions are essentialy 2 hours meeting with interactive presentation, (video) interview, lab. visit, user presentation and demo. Optionnally, the company can book a dinner with the group. 4 categories exist based on the status and profile of the company: early stage, startup, private or public.
Results: The IT Press Tour has generated more than 3500 media coverages after 13 editions (13th terminated very recently). It could be online or print articles, blog posts or video interviews. Beyond content generated, it creates also great visibility as articles are tweeted, retweeted by the press group and others. With 13 editions, we met 95 companies and had 137 sessions as some companies chose to participate multiple times. The result is very good with a minimum of 25 media coverages per company, it justifies easily the investment with an immediate ROI. Each company can check online all generated coverage with a dedicated and private report maintained several months.
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