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Why Is This Site Different From All Other Sites? Serving Professional Service Firm: Bridgestar & the Nonprofit Sector |
The Challenge Privately-held Sand Video was focused on the development of advanced video compression semiconductor technology for a broad range of consumer digital video applications. The competition included not only some of the world's largest chip designers, such as Texas Instruments, LSI Logic, Broadcom and STMicro (the biggest names in the semiconductor industry) but also competing standards backed by major players like Microsoft. The challenge: generating credibility for Sand Video and its technology when its much larger, better funded competitors were poised against it. Strategic Execution At Work Sand Video was primarily interested in supporting its industry-first demos at key industry trade shows. So we focused on developing and enhancing relationships with key reporters at top-tier publications. Our strategy included offering pre-show exclusives to select reporters. When we weren't supporting their trade show demos, we provided reporters comments on major industry news. In fact, Sand Video decided to aggressively take on Microsoft in the media regarding the benefits and capabilities of the MPEG-4 compression standard vs. Windows Media 9. We briefed the media on deficiencies of the Windows Media 9 standard. The Results We generated coverage that made Sand Video known throughout the industry on a worldwide basis as the recognized expert and leader in advanced video compression solutions. The company's technology was acknowledged to be leading the industry, and its management team became trusted sources. On the basis of the relationship we developed with one influential reporter, Sand Video's CEO was selected to participate in a panel discussion at CES on streaming media, sitting next to representatives from LSI Logic, Apple, and Warner Music. How did Sand Video measure the impact of our PR campaign? The company's PR coverage regarding MPEG-4 got Microsoft's attention; and Microsoft actively pursued Sand Video for a deal in which tiny Sand Video signaled its support of Windows Media 9. Additionally, Sand Video was acquired by competitor Broadcom for nearly $80 million just 18 months after its initial round of $8 million. Coverage included:
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