Berkeley PR case study
More businesses are archiving data on CDs and consumers’ CD collections are spiralling out of control.
Imation, a leading developer and supplier of magnetic and optical media, realised an opportunity and launched a new product called Disc Stakka.
The CD and DVD manager stores, protects and retrieves optical media such as CDs, DVDs, music and computer games discs
Imation is an expert in manufacturing and selling of CDs and DVDs, but this was the first time it had launched a hardware product therefore, extensive coverage with the correct messaging was vital to its success in the market.
Each unit holds up to 100 discs and connects to a PC via USB for power and data. Units can be stacked up to five high to create a tower that holds up to 500 discs without requiring additional cabling or desk space.
The potential for this was huge and with an attractive retail price of around £100, Imation anticipated that users were likely to purchase more than one unit.
Imation tasked its UK PR agency, Berkeley PR to be the first country in Europe to launch and promote the product in the UK press.
To raise awareness and generate good levels of press coverage to help boost initial sales of Disc Stakka via a targeted media relations campaign.
Strategy and Plan
The nature and application of the product appealed to both consumer and business audiences. Therefore the team adopted a staggered approach to generate interest and coverage over a number of months across the following press sectors: consumer PC, business PC, music, photography, small business, national, local and radio.
Initially, the team launched Disc Stakka to the UK media, creating a number of press releases that were specifically aimed at each vertical and regional sector. Creative photography was essential at every stage.
They commissioned its in-house photographer to create an eye-catching background to make the product look compelling and enticing - no easy task for a product that looks like a breadmaker!
They put in place a review programme, inviting publications to trial and review Disc Stakka. Alongside this, the team also put in place a competition campaign across a wide range of media, to give away the product to both consumers and businesses.
User feedback was extremely important for case study and product development, so the team gave a number of local businesses a free Disc Stakka in return for a testimonial or case study.
Measurement and evaluation
In the twelve months, the UK team secured over 80 pieces of coverage in a range of national, trade, vertical and consumer press
The story proved extremely popular with the media, attracting national coverage in The Times, The Guardian, The Independent and The Sunday Times. Coverage spanned all target areas with consumer IT, photography, business PC and small business press all writing positive reviews on the new product. Both BBC Greater Manchester Radio and BBC Radio Suffolk also broadcast a two minute feature on the product.
Coverage included product reviews, news pieces, competitions and awards in media including Computing Which, Practical Photography, IT Week, Personal Computer World, DJ, Boys Toys, Zoo Weekly, Stuff and Business Info.
All articles contained the correct messaging and significantly raised awareness of Imation in new titles, bringing Imation into a different audience than before.
The majority of the coverage was positive including comments such as: “The Disc Stakka is a demonstration of technology near to its best.” – Computer Trade Only. “One of the most practical and cost effective devices we’ve seen in years” – DVD Monthly.
In total the published articles reached over 10,717,186 readers in the UK
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