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Why Is This Site Different From All Other Sites? Serving Professional Service Firm: Bridgestar & the Nonprofit Sector |
When members of the Birnbach Communications team started working for a tiny Canadian wireless PDA company, it was competing in a crowded market dominated by Palm. The challenges
The opportunity However, wireless leadership was open. Palm was about to launch its Palm VII, but there were already other wireless email products on the market, including Motorola's PageWriter 2000. The activity
We booked appointments with national media as part of a New York press tour the week prior to the announcement, arranging interviews with The New York Times, Newsweek, New York Daily News and others. We called major media to drive participation in the teleconference announcement, and followed up after the announcement to drive product coverage. We also sent pairs of the new product to key reporters, including Stephen Wildstrom at Business Week so they could test the product in action. (Most of those devices never got returned to us because the reporters liked them so much.) The results Coverage in Business Week, hailing the product as "Close-to-Perfect Pocket E-Mail" and as "the first wireless message device that I'd want to carry around." We also secured coverage in The New York Times, NBC's "Today Show," USA Today, MSNBC.com, New York Daily News and more.
Based on market intelligence of the features in the upcoming Palm VII, we developed a sheet that compared the client's product to the Palm VII, and distributed it to the media prior to the Palm VII's official launch. The results: our tiny client was cited very positively in most of Palm VII's coverage.
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