RacoWireless: Driving Sales Through PR, Content and Social Media
RacoWireless is a leading provider of wireless data solutions supporting machine to machine (M2M) communications and the Internet of Things (IoT). The company lives by its mantra to ‘make it easy’ by providing support for companies to build, manage and enhance wireless IoT applications.
CHALLENGE
RacoWireless needed to establish itself as an Industry Leader in M2M, and President John Horn as THE source and primary evangelist on M2M and IoT as the market grew. The primary goal, however, was to grow the company and drive sales.
SOLUTION
Calysto developed PR, social media and SEO-friendly content marketing and website strategy to solicit media and analyst interest, and generate customer leads. The strategy included:
Educating all industry analysts, including developing a “champion analyst” program of 10+ M2M industry analysts who regularly speak to the media about RacoWireless and its success – and highlight RacoWireless in their reports
Timing announcements to coincide with major shows to maximize RacoWireless’ PR and marketing investment
Pitching media on both M2M trend stories and stories specific to RacoWireless
RESULTS
Raco President John Horn says: “The media coverage that Calysto Communications secures for RacoWireless drives a significant percentage of our sales leads. Thanks to Calysto’s efficiency and its ROI-based approach to PR, our public relations investment has paid for itself many times over.”
Built strategic PR/content marketing program that CEO John Horn says directly contributed to the company’s 300% sales growth in 2011 and 2012
Created buzz at Mobile World Congress that helped RacoWireless achieve a record 500 percent increase in website traffic and beat its competitors in terms of Twitter buzz/tweets about its news; drove record website traffic levels again just a few months later when Calysto publicized the company’s acquisition of location-based services player Position Logic
Fostered analyst relationships that ensure RacoWireless is featured in every major analyst report on M2M
Developed media relationships that resulted in more than half of RacoWireless’ media interviews being “inbound” – that is, media and analysts now call Calysto to request an interview with RacoWireless more than 50 percent of the time
Secured coverage in leading publications that include the Wall Street Journal, Forbes, GigaOm, TechCrunch, CIO, IT News Mobile Enterprise, FierceWireless and FierceMobileIT
Built RacoWireless brand to win a Stevie award for being the “Most Innovative Tech Company of 2012”
Positioned RacoWireless to win numerous industry awards, including the 2012 Entrepreneurial Company of the Year in the North American M2M market by Frost and Sullivan, a “Best of 4G” award from 4G World in 2012, a 2013 North American Award for New Product Innovation from Frost and Sullivan and a 2014 Product of the Year award from M2M Evolution Magazine for Position Logic.
Currently conduct 25-30 media and analyst briefings at each targeted industry trade show
