Business Goal
To drive sales and the valuation of the wireless start-up fastmobile.
Marketing Goal
Position fastmobile as the worldwide market leader in push-to-talk services (through branding0.
How
Leveraged Content Services and Public Relations by:
Turning company executives into thought leaders by positioning them as credible sources with editors and analysts.
Developing messaging that differentiated fastmobile and positioned executives as thought leaders while capitalizing on the “push-to-talk” buzz.
Placing editorial coverage in both trade and business publications.
Building “champion” relationships with the top 5-10 industry analysts and key relationships with 10-15 additional analysts to obtain coverage in analyst reports and create word-of-mouth buzz.
Splitting the company‘s launch into a soft-launch and hard-launch (which allowed the pre-pitching of key reporters and analysts) to build a feel of exclusivity.
Results
fastmobile’s launch was covered in the following publications and more:
- Associated Press
- BusinessWeek
- CNET
- Fortune
- Mobile Commerce Times
- MobileTechNews
- Network World
- Network World Fusion
- NewsALERT
- PDA Street
- Phone Scoop
- RCR Wireless News
- Telephony
- The Register
- UNSTRUNG
- USA Today
- Wireless Developer Network
- Wireless Week
- Yahoo! Finance
- ZD Net