Positive Client Feedback

The other day I did a post about how happy I am with the work BOCA did for our client Zinnov. While it is great if we sing our own praises, it is better when the client sings them for us.

I woke up the other morning to the best email from our new client Zinnov. The CEO stated:

"I just wanted to inform the BOCA team that since our recent launch into the U.S. market, we've already started getting positive customer traction based on the press coverage you have been able to generate in the last few weeks. Three of our top customers have come forward to share their innovation stories from India. The team's effort on our account has potential to generate immediate and tangible impact on our business. So thanks for all the hard work and effort. Please feel free to use Zinnov as reference to any of your international customers."

Pari Natarajan, CEO of Zinnov

While it is just the beginning of our partnership journey, I hope to see more results so we deliver the real PR result to them - business value.

Zinnov: A Recent Client Win and Success

BOCA Communications recently won a new client. On June 23, 2008 Zinnov, a leading management consulting company providing services in the area of offshore advisory, joined BOCA as our newest PR partner.



Zinnov had a very clear mission. Review the messaging to determine it was appropriate for a US audience and “launch” their company in the US. While the company has been around for years and works with leaders in the tech industry, Zinnov had no marketing or PR programs within the US (where their primary customer base is located).
BOCA got to work.



We brainstormed with the founders, partnered with our PR counterpart in India and began to uncover amazing nuggets of information. With a plethora of rich data, BOCA was able to move forward with thoughtful content that the media would truly appreciate. Many agencies (people) throw the concept of thought leadership around lightly. However, Zinnov and the company’s insight within the outsourcing market truly legitimates thought leadership.



Within just six weeks, BOCA—armed with strategic content about the Indian offshoring market—brokered introductions to leading media pundits from New York City to Silicon Valley. We packaged the data in a thoughtful manner and targeted media that we knew literally cared about the content. And, on August 11 we (Zinnov) issued the company findings.

http://www.marketwatch.com/news/story/rd-talent-drives-product-offshoring/story.aspx?guid=%7BB8D0FBAF-323B-41C0-8E5D-17E12CB99363%7D&dist=hppr

Beyond a press release, BOCA’s extensive yet targeted media activity garnered coverage in the most critical of publications for Zinnov such as BusinessWeek, CNet, Computerworld, IDG, NetworkWorld and more (Coverage Below). While the release may have hit the wire, this content truly is “evergreen” and our clients truly are experts when it comes to discussing strategic issues around the offshoring market, specifically as it relates to India and China.
BOCA is honored to work with a company such as Zinnov and proud to call them one of our PR partners.

BusinessWeek
India: R&D StrongholdWith giants like Cisco and GE driving demand and staffed more by skilled expats, India's offshore R&D centers are booming, despite spiraling wages
By Pete Engardio
http://www.businessweek.com/globalbiz/content/aug2008/gb20080811_250527_page_2.htm
+++++++++++++++++++
CNETReport: India isn't just for outsourcing anymore
By Jim Kerstetter
http://news.cnet.com/8301-1001_3-10013050-92.html?tag=nefd.top#comments
++++++++++++++++++
ComputerWorldOffshore R&D to India, everyone else is
By Mark Hall
http://blogs.computerworld.com/offshore_r_d_to_india_everyone_else_is
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EE TimesReport: India's outsourced R&D business growing at 23%Bangalore talent pool seen as second only to Silicon Valley
By Rick Merritt
http://www.eetimes.com/showArticle.jhtml;jsessionid=NDYLFDBMNBYP2QSNDLPSKHSCJUNN2JVN?articleID=210002011
++++++++++++++++++
NetworkWorld (through IDG)
Offshoring R&D to India on the upswing
By John Ribeiro
http://www.networkworld.com/news/2008/081108-offshoring-rd-to-india-on.html
+++++++++++++++++++++++++++++++
ComputerWorld (though IDG)
IT vendors in India target sharp growth in software sales Trade group forecasts annual product revenues of up to $12B by 2015
By John Ribeiro
http://www.computerworld.com/action/article.do?command=viewArticleBasic&articleId=9112318&intsrc=hm_list
+++++++++++++++++++++

Nothing Like a Good Relationship & Teamwork

Today I spent the entire day with one of BOCA's clients. It was the company's corporate offsite, where the executives shared the strategy, messaging, vision and technical roadmaps. Of course, marketing was also weaved into this conversation.

There are many times a PR firm is a sidebar, nothing more than a vendor that has an arms length relationship with the client. First, I personally do not want that kind of relationship with our clients. And, today I learned we have a fantastic relationship with this client (and I would like to believe our other clients too). Not only did they want us in the entire session, including financials, they highlighted our work and our relationship. They asked me and my fantastic colleague Susannah Adler to stand so that the audience (technical and sales representatives) could put faces to names and learn that we are not just a "PR vendor," but we are a strategic partner to this company. I was honored. And, I want to say thank you for making us part of the team.

Why are we different?

When I walk into a new business pitch many prospects ask me (us) how we differentiate. I see why they ask that question. So many PR firms are exactly the same. But, I really do believe we are different.

First, I believe in chemistry. We believe in chemistry. Many firms are great. But, at the end of the day, do I think this person or group of people can get the job done? And second, do I want to spend time with them? Do I want to grab a drink after work? Do I want to hear about the potentially exciting or mundane aspects of their life?

At BOCA, we believe in chemistry. Not only do we want chemistry with the people we hire, we want chemistry with the people that hire us. We are a smart, passionate, enthusiastic group of marketers that want to literally kick ass and have some fun while we “strategize” for our clients and deliver high-quality work.

So on the hiring front, BOCA recently hired a VP of Media Relations out of New York City—Michael Lindenberger. So, I guess, that is also how we differentiate. I truly believe in specialists. One size shoe does not fit everyone. And, if someone is very good at media and really never wants to write a press release, why force it. Michael can uncover the most interesting of nuggets and tell the story. He works with our clients to find something of value, something different and something compelling.

So, I guess this is a second differentiator. Maybe I only say this now because we are a young company and I am personally idealistic, but I want people to do what they love and what they are good at. Hence…Michael does media and Susannah Adler is our senior writer. Yes, she was a traditional supervisor at Schwartz so she can manage, pitch, write, think…but she LOVES to write. So…she shall write.

And, I also determined our third differentiator. And, again, I might eat my words at some point in my life, but I really want an agency of more senior folks versus more junior folks. That being said, we always need support and mentoring is a wonderful experience. So, as BOCA grows, we will hire more junior staff, but as they grow, we will not push them into a mold, we will work with them to hone their skills. FYI…in house folks at the HPs of the world or Google are also placed into specialties, so why shouldn’t we.

My thoughts on Monday evening…

Michael, welcome aboard. I look forward to growing this business and enjoying it every step of the way.