The bigger they are, the harder they fall
August 9th, 2008 by Charlotte McCabe
It’s not easy when you’re the new kid on the block. Especially if there’s a big guy making a lot of noise and demanding attention. So we were pretty pleased this past week to help one of our clients break into a new market—and, in the process, steal the thunder from their major competitor’s announcement.
Using a multi-faceted effort linked to their attendance at the Association of Public-Safety Communications Officials (APCO) Conference, we’ve been promoting Harris RF Communications’ new public safety multiband radio. While Harris is a well-known and respected supplier to the military market, they’re a relative newcomer and, therefore, an underdog in the public safety market.
Unbeknownst to everyone involved, Motorola—the biggest player to date in public safety—was making a major announcement at APCO about a similar product. Imagine their surprise (and our delight) when the likes of the Wall Street Journal and CNN Money consistently linked the Harris product with the Motorola announcement! We even shared top billing in the headlines. So much for Motorola owning the market.
But wait, there’s more. If you Google “multiband radio for public safety”, you’ll find that the top three results are about the Harris product. For the Motorola announcement, on the other hand, you have to scroll down the screen. So props to our PR and media teams, as well as the folks at Harris, for some great online article placements that increased our client’s search engine results.
Just goes to show how you can make a big impact with an integrated effort—including direct mail, advertising, tradeshow positioning, PR, search engine optimization, and more. Even if you’re David going up against your own Goliath.
This entry was posted by Charlotte McCabe on Saturday, August 9th, 2008 and is filed under Advertising, Clients, Creative, News, Success. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
