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A Web-based collaboration company wanted to increase its subscriber base and convert trial users into paying customers. The client was happy with its first-year growth of 6,000 users, but felt they could do better. They didn't have a specific target market, but realized they needed to specialize if they were to take the company to the next level. The client wanted to generate positive media coverage on a upcoming product launch and wanted that momentum to continue with additional product news.
We developed a public relations program that helped them realize their goals. We narrowed their target market to focus on the SMB market and developed an analyst and media relations campaign to launch the new product to that market. We also capitalized on an industry buzz word the client previously avoided.
It worked! After only one year of engagement, the client saw their user base increase from 6,000 users to well over 50,000 users. The company has received several industry awards, been featured in and included in dozens of articles and profiles and has been included in several industry analyst reports. The client couldn't be happier.
A London-based company acquires
a U.S. company, then launches under a new
name. Although the new company
had inherited a few high-profile customers
with the acquisition, it didn’t have
any brand awareness under the new name and
the customers were only in pilot programs.
The client also recently had a bad experience
with a London-based PR agency that made
them a little leery about the benefits of
PR. The client was only interested in penetrating
the analyst community, as he clearly understood
the analysts’ role in helping to close
sales.
We initiated an extensive analyst
outreach program – targeting the top
tier research firms. Due to our
previous relationships and contacts with
analysts in this industry, we were able
to secure briefings with the top tier analysts.
After setting up the briefings, we briefed
the client on each analyst with detailed
briefing documents, staffed the teleconference
calls, followed up with all analysts and
created an exhaustive recap report.
We secured briefings with 14 analysts
at 10 different research firms.
Five agreed to serve as press references,
two analysts included the client in their
research reports and several others agreed
to make client introductions for possible
sales and partnerships. The client was extremely
happy with the results as he had only received
one analyst briefing with his previous agency.
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