Case Study: Tellabs boosts brand awareness and leads with Slack and Company

Tellabs boosts awareness 12% with Slack and Company

Tellabs, a traditional voice-focused cross-connect company, faced the challenge of differentiating its brand as a latecomer in the highly competitive data arena against major players like Cisco and Nortel. The company needed to quickly build a strong, differentiated identity in a low-interest, commoditized category and engaged Slack and Company to help reposition itself.

Slack and Company developed a branding campaign that refocused Tellabs' messaging from products to its knowledge and expertise, positioning the company as a thought leader by associating it with "echo boomers," a key demographic of early tech adopters. The solution utilized a mix of tactics including print ads, direct mail, video documentaries, and a major presence at the Supercomm 2005 trade show. This effort generated 1,697 leads and over 50 meetings at the event. Benchmark research later showed a 12% rise in overall awareness for Tellabs and a 61% increase in awareness within the mobile backhaul segment, moving the company from tenth to sixth place in its consideration set.

Tellabs