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Bringing A Consumer-Friendly Slant to a Technology-Based
Business Scanner
CardScan, Inc.
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| The Challenge |
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CardScan, Inc., manufacturer of
the best selling business card scanner in the market, needed to
expand
its
visibility from coverage in primarily trade publications to more
general trade, business and consumer publications. |
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| The Solution |
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Develop targeted launch PR program and key messages for the newest
CardScan product. The program focused on a broad spectrum of publications
from top-tier business and computer, to airline, purchasing and
sales publications. The program also featured a Reviewer’s
Guide to assist editors in a step-by-step evaluation of the company’s
new products and high-quality photos for electronic dissemination. |
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| The Results |
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Exemplary coverage was secured including top-tier business publications
such as The Wall Street Journal and The New York Times as
well as consumer outlets including The Travel Channel, ESPN and
airline
publications. Repositioning the benefits of the product as solving
consumer problems helped expand audience reach from a computer-oriented
person to business executives in a variety of industries. A cadre
of beta users was leveraged as support points demonstrating real-life
use. |
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Read coverage in top-tier business publication, The
Wall Street Journal, on launch of new CardScan product.
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