At next week's Dreamforce conference, technology entrepreneur Darian Shirazi plans to stand out among the 170,000 attendees by dressing up in a Formula One racing outfit.
It's gimmicky, to be sure, but there's logic to it.
Shirazi is CEO of a 140-person start-up called Radius and, at Salesforce.com's annual customer conference, he's promoting a brand new product designed to — wait for it — drive revenue.
Radius' software collects and catalogs data on 18 million U.S. businesses to help companies focus their marketing campaigns. On Tuesday, the San Francisco-based company unveiled the Radius Customer Exchange (RCX), which enables corporations to get even more efficient and targeted with their promotions by going after customers of other brands.
For example, as part of the launch, Sam's Club, the wholesale chain owned by Wal-Mart, has teamed with payment systems provider First Data, allowing the two companies to co-market products or create campaigns to reach clients of the other company.
It's easy to imagine other collaborations.