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Micro Solutions' RoadStor |
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Gateway's Handbook |
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Zenith Data Systems' CruisePAD |
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Life Fitness' Lifecycle Exercise Bike |
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Zenith Data Systems |
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Mediaphile AV Technologies |
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Start-up Company
The Company: Mediaphile AV Technologies
The Product: Presentation Audio System
The Challenge:
Mediaphile AV Technologies, a start-up company, wanted to establish itself as a developer of innovative, high-performance audio components and technologies. Its first product, the Presentation Audio System (PAS), was a lightweight, portable speaker system designed for presenters who traveled and used notebook computers in their presentations. The PAS boasted proprietary technology that made its audio quality superior to other sound systems many times its size and cost. Our challenge was to effectively position the new company as an expert in audio technology and communicate the PAS's unique technology and positioning within its particular segment of the computer industry - all on a limited budget.
The Strategy:
It was very important to actually hear the PAS to appreciate its unprecedented technology and superior sound. So to get most bang for our limited bucks, Gibson Communications decided to individually demonstrate the PAS to a few, select PC industry editors and columnists we personally knew had a keen interest in audio technology, and whose publications had fairly high circulations. Gibson Communications scheduled appointments with Columnist Bill Machrone of Ziff-Davis Publishing, Bill Howard and Jamie Bsales of PC Magazine, Paul Somerson of PC Computing, and Brian Nadel and Asa Sommers of Mobile Computing & Communications, among others.
Gibson Communications also developed a complete media kit that was sent to a designated list of other industry editors and publications not scheduled for personal appointments.
The Results:
Within a few months, 22 stories about Mediaphile and its PAS appeared in targeted PC publications. The product received glowing accolades for its innovative technology and impressive sound quality in numerous key publications, including four placements in PC Magazine, one of which listed the PAS as one of the hottest products of the year for 1998. PC Computing also included the PAS in its Win98 Dream System - Deluxe Notebook configuration for 1998.