Netgear is a US-based technology company founded in 1996, specialising in networking solutions for both home and professional use. It is globally recognised for its routers, WiFi systems, switches, and smart security devices. The company serves both the consumer market and small to medium-sized businesses, offering reliable, high-performance products that are easy to install. With a broad and innovative portfolio, Netgear is now one of the leading players in the networking industry.
CONTEXT
The growing digitalisation of businesses has profoundly reshaped the connectivity needs of SMEs. In this context, Netgear has expanded its focus with new professional solutions designed to deliver high performance, enhanced security, and simplified remote management.
The launch of the new business lines – PoE switches, enterprise-grade Wi-Fi access points, and cloud management platforms – directly addresses these evolving needs
TECHNOLOGY
Netgear’s professional solutions are designed to deliver reliable, scalable, and easy-to-manage connectivity for small and medium-sized businesses. The range of Managed Switches provides advanced network control, dedicated VLANs, enhanced security, and PoE power for devices such as cameras and access points. The professional Access Points ensure stable WiFi coverage, high performance, and support for the latest standards. All devices can be managed through Netgear Insight, the Cloud management platform that enables remote monitoring, configuration, and troubleshooting. This combination gives businesses a complete, centralised, and highly efficient network infrastructure.
CHALLENGE
Standing out in a highly competitive market, where numerous vendors offer similar professional networking solutions, is a significant challenge. In this environment, it becomes essential to attract and engage new partners capable of delivering reliable, easy-to-manage network infrastructures to businesses and SMEs. Installers, System Integrators, and specialised Resellers must clearly perceive a distinctive value. Winning the trust of the partner community is therefore a crucial step in accelerating the adoption of Netgear’s solutions within the business segment.
ACTION
To address this challenge, we organised a Roadshow in the main Italian cities, inviting both existing and potential channel partners. During the events, the new professional solutions were showcased through dedicated presentations and live demonstrations. The Roadshow created direct engagement with the channel, offering training, networking opportunities, and business development moments, significantly strengthening Netgear’s positioning in the professional segment.
Great attention was devoted to selecting the locations, carefully chosen to provide a premium environment aligned with the positioning of Netgear’s professional solutions. Equally, we placed strong emphasis on partner reception, the overall event experience, and all recall activities for invitations and confirmations, ensuring strong attendance and high engagement throughout the initiative.
RESULT
The Roadshow recorded an average attendance of around 35 partners per event, creating a direct and highly qualified connection with the channel. The meetings strengthened existing relationships, opened up new business opportunities, and generated concrete interest in Netgear’s professional solutions. The combination of training, live demonstrations, and networking helped reinforce Netgear’s position as a reliable and innovative technology partner for the SME market