Case Studies
Audiopoint
A small company makes itself heard — in a big way
Situation
Audiopoint uses speech recognition software to provide free, on-demand access to Internet-based news and information. The company had executed a soft launch in the metro D.C. area, but there was more work to be done. Faced with big-company competition, the company needed to secure media coverage in print, broadcast and online media to gain quick credibility among consumers and the investment community.
Objectives
- Introduce Audiopoint's national service to the media, consumers and the investment community.
- Position the company as the leader in the new voice portal marketplace.
- Differentiate the company, and its emerging brand, from competitors with much bigger budgets.
- Coordinate all aspects of the trade show, from collateral to giveaways to on-site media relations.
Tactics
To ramp-up quickly, Boscobel secured press lists from the show’s organizers. Waves of e-mails were sent to all attending press and targeted contacts who had registered for the show. Followup phone calls were also placed to targeted contacts. The goal was to set up as many media interviews as possible at the show with key spokespersons.
In addition, the team quickly mobilized to begin:
- Coordinating additional promotional and speaking opportunities with trade show organizers;
- Designing and producing promotional materials and attendee giveaways;
- Producing reprints of local, regional and national articles;
- Upgrading the graphics on the existing Web site for the expected influx of new users and media reporters; and
- Creating a “splash theme” as an introduction to the Audiopoint service menu.
Results
On day one of the national launch, Audiopoint participated in a dozen interviews and gained coverage in the national media, including ABC News, Nightly Business Report (PBS), The Wall Street Journal, USA Today, The New York Times, The Washington Post, BusinessWeek and more. Within three weeks of the launch, call volume increased by an amazing 3,700%.