Macromedia Breeze: The Right Webinar Solution for Prodigen? Dan Stefaniak University of Saint Thomas December 2006

The situation Prodigen in the process of selecting and implementing new webinar solution Marketing struggle with differentiation: how is one product different from the others? Macromedia Breeze was the product with “buzz”

What is Prodigen? High-tech, information security management solution provider Designed a tool that can help a company manage the security and protection of their most sensitive data

Webinars Online presentation, seminar, or conference Features audio, video, slides, and interactivity Dynamic content – useful in product demonstrations

Marketing benefits of Webinars Generate quality leads Reduces marketing costs Educates customers Excellent for B2B business

Research question Is Macromedia Breeze the right webinar technology solution to reach Prodigen’s targeted customers?

What did I need to know? To find the answer to my research question, three things need to be discovered:  How familiar are Prodigen targeted customers with webinar technology?  What webinar solution are they currently using?  How familiar are they with Macromedia Breeze?

How did I find out? 12-question electronic survey to 2,000 pre- identified Prodigen targeted customers 66 responses – a 3.3% response rate Perspective – ideal direct mail response is 2- 3%

Who responded? 30% work in the High Tech industry 48% work in their Information Security or Information Technology department 71% describe themselves as decision makers within their department

What did I find out? How familiar are you with webinar technology? (5=very familiar; 1=not familiar)  67% of responses selected ‘familiar’ or ‘very familiar’

What did I find out? What types of webinar solutions have you used / currently using?  WebEx – 89%  LiveMeeting – 59%  Raindance – 14%  Breeze – 9%

What did I find out? How familiar are you with Macromedia Breeze? (1=not familiar)  88% of respondents who know what webinars are and currently use some solution are not familiar with Breeze

What did I find out? Audience very familiar with webinar technology Audience currently using WebEx as solution of choice Audience very unfamiliar with Breeze

Answer Is Macromedia Breeze the right webinar technology solution to reach Prodigen’s targeted customers? No

What does it all mean? If Prodigen still desires to add a webinar solution, they should not choose Breeze This research saved Prodigen from implementing the wrong solution Prodigen used the data and implemented WebEx

Thank you Questions?