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Wily Technologies' “Blame Game” |
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The Tchochke Report from ITxpo 2003
Tuesday, 25 March 2003
ITxpo 2003 is where business leaders go for displays and demonstrations of more than 300 of the latest breakthrough products and services in technology.
But sharp-eyed attendees who hit the show floor Monday afternoon for ITxpo's opening reception admitted that they are also scanning vendor booths for the bright-colored novelties known as tchochkes or giveaways.
These fun items typically carry logos advertising a vendor's name or product. Some are pure toys, some are actually useful, like key chains, luggage tags, T-shirts, travel mugs and pens. Many of these giveaways will travel home after Symposium/ITxpo 2003 and remain on attendees desks as reminders of the vendors' products.
"Especially for smaller companies that are seeking mind share," says Gartner analyst Lou Latham, "they are good attention-getters."
Here are highlights from ITxpo 2003 in San Diego:
Wily Technologies' "Blame Game": a cardboard square with a metal spinner which stops at the usual IT suspects - the database, the mainframe, the Web server and the application server. Mike Malloy, Wily's vice president of Marketing Communications, says the game is based on customer input. "They told us they call their fighting and arguing 'the blame game, so I thought we could make an actual game out of it."
FileNET's Magic Eight Ball: a pint-size version of a popular American toy which is reputed to have magical, predictive powers. When the ball is shaken, a message appears in a window at its base. Carl Hillier, product marketing manager for Worldwide Product Marketing at FileNET, didn't grow up in the United States playing with this toy, but says its responses — which include "Yes," "No," "Go for it," "Odds aren't good" — "Reinforce our decision-making mantra."
Tangram Enterprise Solution's Stuffed Dog: this small, cuddly toy with long, loppy ears is a hound dog, a breed known for its tracking abilities. Tangram's marketing events manager, Gordon Tillmore, says the dog was chosen to allude to Tangram's product, Trax, and its asset management tracking abilities. The little dog serves its masters well. "They do remember us," Mr. Tillmore said.
Sherry Fairchok
Gartner Staff
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