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Client's Business Problem:
RadioFrame Networks was a small U.S.-based company introducing its converged indoor wireless platform to major European operators at a time when skepticism of U.S. startups was at an all-time high in the wake of the dot-com era. In addition, RadioFrame's innovative technology had no context or comparison in Europe, and operators viewed it as competitive.
Communication Objectives:
- Build awareness and credibility in Europe among key audiences
- Educate operators and potential partners about RadioFrame's new converged indoor wireless system and the benefits to operators and partners
- Lay a foundation for ongoing outreach
Target Audience:
- Industry analysts
- National business press
- Wireless trade outlets
- Investors
- Potential customers
Strategy:
- Leverage RadioFrame's innovative technology and media/analyst interest in WLANs
- Target "behind the scenes" yet highly influential journalists and analysts who are quoted by or write for high-profile business publications, appear at key conferences and weigh in on industry debate
- Arrange analyst and media meetings with executives who are traveling to Europe to educate key influencers
- Provide the analysts and journalists with data, illustrative examples and client references to build story and credibility
Results:
- Garnered a company profile in the Financial Times Telecoms section, one of the most highly read and influential business publications in Europe and the United States: the profile also appeared in the U.S. edition and on the FT.com Web site, the World's most popular audited Web site with 2.7 million unique monthly visitors, 55 million monthly page views, and 75,000 paid subscribers.
- Educated key audiences about RadioFrame's innovative converged wireless product offering.
- Boosted the company's credibility and provided a reference piece to support RadioFrame's award entry and subsequent short-list win in the World Communications Awards, one of the top global wireless awards competitions.
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