Launching a Product with a Bang

This company had created a breakthrough home network management solution and was looking to make a splash to introduce it to the world. The solution essentially automated the entire home networking process, from setup to repairs, to ensure users were always connected without worrying about how to get connected or how to fix problems. Service providers would see this as a major cost savings on technical support.

An evaluation of their market messaging was necessary to implement clear and compelling communications materials in advance of media and analyst relations efforts. The messaging needed to draw the attention of Internet service providers – the primary customer – and broadband users for pull efforts.

On-Going Efforts

Emissary Communications provided continual strategic guidance and implementation to transform market messaging in a way that maximized market awareness as recognition for the flagship product grew.

Continued PR efforts ensured the company stayed noticed and grew in recognition. This lead to nearly two dozen analyst briefings with tier one firms (451 Group, Forrester, Gartner, IDC, Jupiter, Yankee, etc.) resulting in many analyst profiles about the company, during the first year alone.

Continued PR efforts led to significant media stories done about the company and contributed articles placed – all in telecommunications and consumer technology publications, helping to secure a new funding round.

Results

A media tour resulted in interviews with key publications (CNET, CRN, InternetWeek, ISP Planet , NY Times, PC World, etc.).

The first six months saw more than 100 news stories about the company in key publications stemming from news releases, interviews and contributed articles (Embedded.com; ISP Planet; Light Reading; Network Systems DesignLine; TelecomWeb; VoIP Magazine; etc.). This included a Technology Innovation Award for the product from Frost & Sullivan.

Go to case study 3.