Tag Archives | consumer technology

Creating research to drive PR

SureFlap is a microchip operated cat flap that only permits the resident cat to enter the home, keeping intruder cats outside.

The client wanted to raise the profile of its product with the national media, so we used research to create a story.

Strategy

An analysis of customers revealed that many had purchased SureFlap as they wanted a secure cat flap that would excluded unwanted visitors. Desk research showed that although little was known about the behaviour of cats it was known that home invasions caused stressed.

HA developed a research project with an animal behaviourist from the Royal Veterinary College to provide credibility for the results and then interested Your Cat Magazine in collaborating with a series of features aimed at raising awareness that home invasion caused stress for cats and this could be prevented by using a secure cat flap such as SureFlap.

Results 

  • Over 1,000 people completed the survey.
  • Analysis by HA with the behaviourist generated sufficient material for five features in YourCat Magazine.
  • The findings were launched at the British Small Animal Veterinary Association to a room of vets (key influencers)
  • Results were published in major veterinary publications
  • Radio interviews were secured on the BBC
  • Coverage was achieved in the pet trade publications and resulted in request for several articles
  • Coverage was achieved in the Independent, Daily Telegraph, Express, Metro

Client comment

 The 300% increase in turnover we achieved last year has enabled us to grow the team significantly in the past six months. Sales continue to grow both in the UK and abroad and we now have country managers in place to target the US and Germany. With sales also picking up in Australasia, we plan to have a local presence there too within the next six months.
– Dr Nick Hill, Managing Director, SureFlap Ltd

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Supporting start-ups to reach international audiences

Early stage company True Knowledge wanted to drive traffic to its new internet answer-engine, which uses Artificial Intelligence to directly answer the world’s online questions. It particularly wanted to reach the US media so with a tight budget a creative approach to media relations was required.

Strategy

We brainstormed with the client and together created a story that illustrated how the technology worked.  ‘What’s the most boring day in history?’ succeeded in grabbing the media’s attention securing coverage around the world.

Results included

  • Quarter page or more stories in five national papers
  • National broadcast coverage including ‘Have I Got News for You’
  • Radio interviews with the client on Radio 5 Live and BBC Look East
  • Page 3 coverage in the Sun ‘News in Briefs’ section
  • More than 300 online mentions identified in 10 days
  • US coverage in Time, US Trend News and American Banking and Market News, and was blogged about by the LA Times
  • Discussions of the release in 10 languages
  • International technology blogs and websites ensured it reached a global audience
  • Traffic to the website and interaction with the search engine
The most boring day of the 20th century

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Delivering consumer PR: from tech start-up to Apple app

Holdsworth Associates helped ViewRanger go from start-up to international player with public relations

Objective

To launch ViewRanger, raise its profile with potential customers in the UK and abroad, and support the company’s business development.

Strategy

A core element of the campaign was creating a regular flow of media stories aimed at different sections of the media. Press releases were researched, drafted and distributed on a monthly basis to a wide range of media including: outdoor pursuits, smartphone apps, travel, general interest and more. During this time we built up good relationships with key journalists who were interested in the technology.

In order to sustain a flow of newsworthy press releases we looked beyond straight announcement stories. For example, we recognised that ViewRanger is great for locating friends on mountainsides and even at music festivals, and created a light-hearted media story about using ViewRanger to find your tent which appealed to Chris Evans and secured 20 minutes on Friday drivetime radio.

We suggested and arranged activities that would raise ViewRanger’s profile directly with potential customers. This included helping ViewRanger support charity activities such as The Incredible Solar Electric Flight and Hannah 100.

Additionally, we arranged support for walking festivals and gained a prime position in the ‘Best British Walk’ category of the Great British Life website.

To ensure ViewRanger reached a wider audience, we supported lnternational launches securing coverage in the USA and Germany.

ViewRanger at Apple launch event - Apple Watch Series 2 app

Outcome

Coverage was sustained over the whole period, in papers, magazines, local broadcast and online media, appearing in over 250 different publications.

Highlights include an interview with Chris Evans on BBC Radio 2, and articles in The Independent, Daily Mail Weekend and in magazines covering a range of hobbies, such as Trek and Mountain magazine, Outdoor Photography, What Mountain Bike and Birding World. The app was reviewed by 35 journalists in a variety of media, including BBC Wildlife, The Sunday Times and Country Walking magazine. During the time we worked with ViewRanger we saw it grow from an early stage start-up to an established business.

Apple Watch Series 2 project

In September 2016, Holdsworth Associates were again asked to support ViewRanger thanks to the success of our earlier work. ViewRanger was to be one of the launch apps for the Apple Watch Series 2, to be announced at the annual Apple event held in San Fransisco.

In a live stage demo (pictured above), Hannah Catmur took the audience on a virtual hiking tour of Four Mile Trail in the USA’s Yosemite National Park, with the ViewRanger app providing turn-by-turn directions and highlighting key route features such as viewpoints, camping locations, and waterfalls.

Client comment

Holdsworth Associates produced results – good results – which helped us to establish our brand, raise our profile with initial investors, and grow our business.

Craig Wareham, Co-founder and CEO

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