Client list is good and they seem like an excellent fit for AENTV and TVontheWEB.
Here is their sample case study for PointCast
Situation: PointCast, a small start-up in Silicon Valley, pioneered the concept of push marketing on the Internet and had developed the first killer application -- the PointCast Network -- but needed to quietly build the business around the product, keeping the news quiet until the product was ready for launch to avoid being pre-empted to the market.
Challenge: To create a position in the marketplace for an entirely new concept; in fact, establish the ground rules for the concept of push marketing. In addition, to carefully build behind-the-scenes awareness, buy-in and buzz in the media, influencer, business and advertising communities for the PointCast Network without leaking the news early. And, launch the product in a major attention-getting way to capture mindshare early and firmly establish a lead in the market
Program:
- Product and company strategy exercises to create product position
and develop core messages
- Alliance building/buy-in program with major New York advertising
agencies
- Partner/business building and liaison with major corporate sponsors
- Aggressie non-disclosure program with industry analysts,
consultants and key media influencers
- Consumer media short and long-lead press tours before and after
launch
- Consumer press conference to launch PointCast Network
- Major business press roundtables to roll out the PointCast Network
business model
- Sustained press rollout from product launch.
Results:
- Blanket coverage out of the gate with a highly successful
bi-coastal media launch
- Major day-of announce placements in The Wall Street Journal,
The New York Times, AP, Reuters, Dow Jones, National Public
Radio, CNN, CNBC, major radio and TV network affiliates nationwide
- Sustained high-visibility coverage post-launch, including
two-page feature in Fortune; product was dubbed "The Talk of the Net." by Newsweek
- Nearly 200 million media impressions generated in first 12 weeks
after launch More than doubled business objectives for trial period
download of product
The power of marketing to create and satisfy needs in one fell swoop. Looks like they have the experience to launch our guys. The more I understand the details of Chairman B's strategy the more I like it.
All muscle no fat.
Thure |
