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Client:
KRONE® Incorporated
Background:
KRONE needed its new,
top-level network cabling system to be catapulted into the marketplace.
They clearly had a technological advantage, but felt that they had a relatively
short window of opportunity before the competition came out with a similar
system/spin.
Problem:
We had to move quickly and efficiently, creating a buzz about KRONE and
its revolutionary new system, while planting the seeds for on-going editorial
activity.
Solution:
We arranged
meetings with a key marketing analyst and strategic trade press in a manner
of weeks. That accomplished, a full-scale launch occurred — including
a one-on-one meeting with the analyst, a press tour, one-on-one tradeshow
conferences with editors not included in the tour and a series of telephone
interviews.
The
Results:
We were
able to secure the endorsement of the market analyst - leading the way
to two significant product reviews in two key publications that required
a third-part endorsement (Network World and Network Computing). KRONE's
new system also made the news in nearly all targeted end-user and installer
publications. Twenty-five articles followed over the next 1½ years.
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