by Gwen John

The recent merger of the three UXC companies – XSI, Integ, and UXC Connect (formerly Getronics) - was a major task, but we knew we were creating a bigger and more competitive company.

One of the main characteristics of the merger was that each company was 100% Australian and a leading infrastructure business in their own right. Indeed, it was their overlapping capabilities that provided the impetus for the merger. But how to communicate this concept to the market, and more importantly, to our customers?

Marketing would have a key role to play in launching the new company, and I was lucky enough to project manage this component. The ICT industry is awash with marketing messages and invites to countless events. Creating successful events, where the attendees praise them for being memorable and unique, is always the key goal for marketeers. The UXC Connect marketing team started brainstorming and went to work to create an unforgettable launch event that would promote the new combined brand.

Australia’s current fascination with chefs and the fine art of cuisine proved the ideal launch theme. The 100% Australian nature of the three companies showed that ‘local ingredients’ could combine to create a ‘true recipe for success’. It was a simple but compelling message.

We ran a nationwide series of events centred around food, starting with three fresh ingredients. The flavours were enhanced, and, because the core ingredients complemented each other, they came together to produce a fine dish.

Each event was tailored to the needs of the local market. As a state-based organisation, State Managers injected their own passion and local knowledge. We used local chefs and fine food establishments to further cement the concept that the states owned the launch.

For the Sydney and Canberra events we worked with celebrity chef Pete Evans and the team from Hugo’s. Customers learnt how to mix a cocktail and make pizzas, and then competed for the ‘Best Pizza’ prize. The mix of learning and hands-on fun made the events stand out, generating customer feedback such as ‘one of the best events ever seen in the IT industry’.

It was so good to be part of these launches. Everyone who attended our events—from Perth to Canberra, from Adelaide to Melbourne and Brisbane—left with the feeling that we were different, understood the local market, and had a unique and creative approach. A sure recipe for success.