How PR Can Support the International Launch of a Technology Startup

 

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”.