Last week, the SoftLayer team attended ad:tech San Francisco. It’s pretty unbelievable to think that it’s only April, and this show was the seventh I’ve attended this year. 2012 has already been a HUGE year for SoftLayer in terms of growth, and our trade show and conference schedule has provided a fantastic outlet to share some of the good news. In addition to the seven shows I’ve attended, SoftLayer has exhibited at six more, and each has it’s own unique focus and audience — ad:tech in particular.
At most shows, the conversations I have can be best described as “technical.” I’ll field questions about our network capacity, hybrid environments, API functionality and data center pod architecture. The attendees that stop by and talk to us are typically technical members of IT teams familiar with their hosting needs and interested in learning about our cloud and dedicated environments. At ad:tech, the attendees that I talked to were more interested in “big picture” differentiators and the non-technical value that SoftLayer provides, so I got to tell the SoftLayer story in a fresh way.
Most of our ad:tech conversations were in a theme of managed hosting, flexibility, short-term resource availability and scalability. The attendees that stopped by our booth were no less qualified as customers than the IT administrators we might meet at other shows, but they couldn’t be won over with the industry-leading numbers we would normally share … They were more interested in hearing about the Super Bowl campaigns we’ve supported, the streaming media services we host and some of the high-profile clients that attest to platform’s ability to handle anything they can throw at us.
The messaging on our booth graphic set the stage perfectly:
Build on a global cloud infrastructure at Internet scale. Blur the lines between physical and virtual. Bend infrastructure to your imagination. We’ve created the platform on which you’ll create tomorrow.
Build the future.
The most surprising observation I made at ad:tech was that despite the “big picture” conversations I tended to have with attendees, they were all equally (if not MORE) interested in our Server Challenge:
During the two-day conference, these “non-technical” attendees completed the challenge with an average time of 1:37, and this show’s Server Challenge champion, Rany Grinberg, walked away with a “new iPad” after recording a blazingly fast 0:58.34 time. They might not have been able to tell you what all the pieces in our server rack did, but they could definitely put it back together quickly.
I had a blast meeting all the attendees who stopped by our booth. If you happen to be one of those people, thank you for visiting us … Now start studying and practicing to take on the Server Challenge again at our next show!