Goal-driven marketing strategies
Case Study: Proton Who: PROTON Camera Innovations GmbH PROTON – a new entrant in the field
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Case Study: Bridge Technologies Who: Bridge Technologies – a leading provider of monitoring solutions in the broadcast market
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Case Study: SATNews Who: SatNews are not only the leading provider of industry news in the
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Case Study: WebClip2Go Who: WebClip2Go was originally a small, start-up offshoot of Burst Video, a Pro-AV and broadcast
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Case Study: Proton
Who:
PROTON Camera Innovations GmbH
PROTON – a new entrant in the field of miniature cameras – leverages its team’s extensive experience in
camera miniaturisation to deliver the industry’s smallest and lightest broadcast-standard camera currently on the market. Incorporating advanced FPGA technology with a larger sensor than competitor models, the PROTON delivers wider shots, higher dynamic range, improved low-light performance and lower energy draw. With the addition of stereo audio and tally light, the PROTON is perfect for sports broadcast, live events, drone attachment, PoV and body-mounting or any number of other creative and immersive cinematography applications where versatility, robustness and space are key determinants of success.
What:
Proton, a start-up company in the field of miniaturised cameras, reached out to Xpresso Communications to ask for help with their communications strategy. Their central objective was to launch their new camera – the smallest broadcast camera on the market – and in particular to use the industry’s largest tradeshow, NAB, as a platform to generate interest and make initial sales.
How:
The first key step was to have a virtual meeting to establish all of the key aspects of the business; positioning, strategy, goals and – most important of all – the product details and the end-user benefit they are designed to deliver.
Because Xpresso has an extensive technology background and a well-developed knowledge base within the broadcast industry, the process was remarkably straightforward. Marko Hoepken, CEO for PROTON described it thus:
“There can be a real worry in onboarding an external agency, because you worry how much time it will take to walk them through your business and product. But because Xpresso already understand the industry, its products, technologies, challenges, competitors and strategies, then it’s more like having a meeting with a member of your own team. Getting them up to speed took no time at all”.
From here, it was Xpresso’s job to take the product information and details of show attendance, and craft it into a compelling, well-written and informative Press Release. We then leveraged our extensive distribution lists – established over decades of personal connection with key players in the broadcast and journalism industries – in order to make sure the content achieved global reach and was seen by the decision-makers that matter.
Result:
Xpresso’s new start-up client – Proton – achieved incredible initial market penetration, simply through a well-written, well-timed and well-placed PR, resulting in:
- Extensive Coverage in 90% of global Trade Publications
- A number of requests for follow-up interviews from key industry publications, including an NAB video interview
- Significant footfall to their booth
- Over 100 units sold at the show, with many further follow-up sales appointments made
Xpresso Communications were able to achieve such successful results on behalf of Proton in part because of their already established relationship with the industry. Journalists know when an Xpresso PR passes their desk that it will contain the information they need, in an easy-to-access format, validated, on-time and ready-to-go.
The results in terms of journalist outreach, booth attendance and units sold – demonstrate the tangible results of an effective PR.
Proton CEO Marko Hoepken and his team placed their trust in Xpresso because they knew that our extensive reach and reputation would ensure that their launch PR would be seen, acknowledged and acted upon by the stakeholders that matter.
Speaking of the success of their product launch, their attendance at NAB and the role the press release had, Marko Hoepken said:
“We have known Fiorenza for many years, having crossed paths with her at industry events frequently. Xpresso’s reputation in the field is well established, and our trust in them was well placed; we couldn’t be happier with how the launch of the Proton camera has gone. They understood immediately our value-proposition and did an impressive job of communicating this to the market. We look forward to continuing our work with Xpresso to build on this launch success, and develop an integrated comms strategy which maintains and builds upon Proton’s visibility in the field”.
Who:
Bridge Technologies – a leading provider of monitoring solutions in the broadcast market – were IP evangelists as far back as 2004, when they started their business with just four partners in a small office in Norway. Now a globally recognised industry name with constant presence at global Trade Shows: a recognition Xpresso has been a part of – and driven – Bridge’s journey since 2006.
What:
Bridge’s growth was dependent first on the industry seeing the value – and indeed inevitability – of IP-based broadcast: an ‘evangelical’ mission. Their communications strategy thus needed a dual focus; championing IP in a more general sense, and the importance of end-to-end monitoring more specifically.
How:
Key to Bridge’s success has been its vision and its personality, with the charisma and knowledge of its founding members and developing team constituting a core part of its wider brand identity. Xpresso’s strategy has focused on:
- Leveraging the power of connection that this personality brings, focusing on developing meaningful, lasting industry connections that drive long-term sales.
- Positioning the company as thought leaders in the industry through the creation of insight blogs, social media and heavy article placement.
- Translating the technological complexity of Bridge’s solutions into bottom-line business benefit in the form of Press Releases, website copy and industry award entries.
- Supporting Bridge’s own creativity and community-focus by forging industry connections (editors, analysts, business partners and key organisations) and attending and coordinating tradeshow activities.
- Creating and managing online communication on multiple channels.
Result:
Bridge Technologies’ growth over the last 20 years – in reputation, operation and turnover – has been rapid, particularly in light of the ‘uphill battle’ associated with their initial position as IP visionaries operating in an industry often resistant to change. They are now recognised as leaders of both thought and monitoring solutions in the market, Interviewed and covered by the global trade Press and have won more than 60 industry awards.
“Our journey with Fiorenza began many years ago when Bridge Technologies was pretty much unknown in the industry and by the international press. It was immediately clear that we could trust her broadcast knowledge and professionalism. In the past few years, Fiorenza and her fantastic team have worked with us through all the necessary steps in building our brand and our voice. They know the technology and the industry inside out and are able to craft outstandingly good content, finding creative ways to express our ideas and personality in a way that editors love.
“It is because of Xpresso Communications’ valuable guidance, content creation & distribution, social media and public relations skills that Bridge Technologies’ brand and message can be seen and heard almost everywhere today! Xpresso Communications is a great partner in strategic communications that we highly recommend to any company operating in the business of media entertainment technology”.
Simen Frostad, Chairman of Bridge Technologies
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Who:
SatNews are not only the leading provider of industry news in the field of satellite; both commercial and military, but are also the coordinators of some of the industry’s largest symposiums and tradeshows.
What:
With a very short lead time, Xpresso were tasked with promoting two of SatNews’ largest shows, not only raising awareness but driving direct traffic to the website and securing attendance conversions.
How:
Xpresso delivered a high-volume social media campaign across Twitter and LinkedIn, which included:
- Reaching out directly to show speakers in order to obtain unique soundbites and insights, which were then used in the campaign to reinforce the authority and prestige of the event.
- Designing a slick, consistent aesthetic for posts that reinforced brand identity and recognition.
- Using a range of social media tools to identify and target relevant audiences, and reinforcing these with paid campaigns where suitable.
- Providing comprehensive metrics and feedback to SatNews in order to show where investment went, the results it achieved, and the areas that could be improved for future attendance.
Result:
Click-through conversion from social media leads was higher than any previous SatNews campaign, and both events achieved attendance targets. Engagement of speakers and promotion of their individual voices also helped to foster even greater goodwill between industry experts and SatNews.
“The Xpresso team achieved amazing results through an autonomous and efficient modus operandi. I could see the daily increase of followers and interactions on social media which attracted qualified speakers, sponsors and visitors. Outsourcing tasks to professionals allows for a sharper focus on your business”. Silvano Payne, Founder SATNews.
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Who:
WebClip2Go was originally a small, start-up offshoot of Burst Video, a Pro-AV and broadcast solutions provider in the Netherlands. Over the course of four years, their innovative and highly unique crewless production system has grown across the education, corporate and retail markets.
What:
WebClip2Go’s product proposition was almost entirely unique on the market at the point when it was first launched, and aimed to democratise a process which previously had been the preserve of experts with pro-level (and pro-cost) equipment. Its innovative approach to an entrenched workflow – particularly post-production editing – was alien to audiences. The challenge was to communicate both how this ‘new’ way of doing things worked, and – more crucially – how it could save users time, money, space and resources, and allow even non-experts to output professional grade videos on a prolific level.
How:
Communicating both technology and value proposition for WebClip2Go, Xpresso:
- Crafted a range of blogs explaining the technology and its benefits to a range of segmented markets, and promoted these through social media channels.
- Organised and directed a video shoot to collect a library of footage, which Xpresso then used to craft monthly promotion videos; including use cases, explanatory videos and promotional ads.
- Created support materials for tradeshow attendance.
- Wrote and distributed an ongoing series of PRs to varied market segments, including educational, retail, technology, ProAV and broadcast publications.
- Created posts and short marketing videos for online branding.
Results:
WebClip2Go have grown from a small Dutch start-up to a company that is recognised across Europe, especially in the field of education, where a significant number of universities have made multiple purchases of the system. Xpresso has in many cases provided direct leads not only through their PR and marketing activities, but through existing industry contacts.
I have known Fiorenza since we were both working for Dynatech, an American broadcast manufacturer. Only recently did we meet at an industry event and we got to talking about my new WebClip2Go solution that is revolutionizing the way audiovisual content is produced. As an engineer I was unaware – and to a certain extent sceptical – about there being value in communications and branding in the way that Fiorenza and Jess talked so passionately about. But, after reading the content of the Xpresso website, I instantly understood how compelling well-written content is, how important it can be to communicating ideas about your brand, and how it was currently missing from our own strategy.
Following the first strategic call and the first piece of content they delivered, I concluded that I was working with the right partner. It comes as no surprise to me that the excellent team at Xpresso have been awarded a European Business Award for their integrated marketing communications services. Gerrit Bulten, CEO WebClip2Go.
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