Leverages technology press to reach consumers
Challenge:
Visitalk was locked in fierce competition with the Internet Telephony
market leader who held over 75% marketshare. They had just developed a
breakthrough video telephony offering. Their challenge was to leverage
their first-to-market position to capture media attention and move out
from under the shadow of the market leader. They approached us to
leverage our Homebid consumer media contacts to promote this
revolutionary technology.
Solution:
For the consumer market, we created a campaign around the upcoming
Mother's Day holiday, and focused attention on how being away from your
mother didn't mean that you couldn't see her. We also developed a tandem
campaign for the SOHO market. We pitched business publications on the
cost savings that many SOHO Visitalk customers had enjoyed. These
campaigns increased membership to Visitalk's service by 15%.
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Strategy:
- Created a campaign around the upcoming
Mother's Day holiday
- Pitched business publications on the
cost savings that many SOHO Visitalk customers had enjoyed
- Campaigns increased membership to Visitalk's service by 15%
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