 hen Internet Security Systems Inc. wanted to show customers and the media that its new software package would dominate the industry, it didn’t leave much to the imagination. It literally destroyed the competition at the October 2003 launch event for Proventia, an integrated security appliance.
ISS had lofty goals. By the end of March, it wanted 50 favorable editorial mentions of Proventia in its target publications.
To attract the media, ISS chose an unusual venue for the event — Fox Electronics, a technology-recycling company in California’s Silicon Valley. Each of the roughly 200 invitees, including press, VIPs, industry experts, and analysts, received an invitation which included overalls and safety goggles.
The day of the launch, guests entered the recycling warehouse, sat down in rows of swiveling chairs, and were told to don their goggles. They then turned their chairs to watch ISS CEO Tom Noonan enter the warehouse, driving a forklift loaded with a dumpster labeled “Legacy Security Technology,” which he dumped into a noisy shredding bin.
While the shredder munched on the competition, Noonan shouted, “Bring it around, Klaus,” and ISS co-founder and chief security advisor, Christopher Klaus, rode in on a tractor-trailer, accompanied by fog and loud music. The truck unfolded automatically into a stark-white stage, revealing the new Proventia technology inside.
Klaus introduced the product and gave a live demo, showing how easily Proventia could replace existing Internet-security technology. Analysts and product developers then answered questions about the product, followed by a cocktail reception.
ISS’s destructive strategy worked. Approximately 85 people attended the event. By Dec. 14, 2003, ISS surpassed its media goals with 29 articles, one broadcast clip, and 78 total media placements. Sometimes you have to shred your competitors to show customers your product is king. |
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