Talking technology
The brief:
The R&D completed, our client was ready to unveil a radically new printing technology with applications in packaging, large-scale graphics and niche industrial printing. When we first talked to them, they had handled media relations in-house, and irregularly. Understandably, they had focused almost exclusively on getting the technology right. Now it was ready for market, but competitors were on their heels and, although open, the window of opportunity would close. They asked us to launch the company, educate the market, and fast-track their profile to market prominence - worldwide and quickly.
The campaign:
We saw the implications of the technology, understood its impact, and knew we had a major story to work with. First, we spoke to opinion-forming editors and journalists in Europe, the US and Asia and arranged one-to-one briefing meetings with the client's technical and marketing management. We advised the client how to position and explain the technology in order to bring out the important features and benefits, tailoring the approach to each journalist, and helped them prepare for questions. Then we maintained a flow of news of technology take-up, wrote and placed a series of market-educating feature articles and secured slots for client spokespeople at relevant conferences.