Case Studies
Omnipod
Emerging company gets a book chapter, wide industry analyst praise, and broad media coverage
Challenges
- Getting attention for an unknown developing company that had no media coverage or public relations program
- Making Omnipod's instant messaging and file sharing services stand out in an already crowded market space
- Defining Omnipod's version of corporate instant messaging on an enterprise level and differentiating it from other services out there
Actions
- Examined competitors' products and created and refined Omnipod's core messages
- Launched aggressive media campaign, writing and disseminating press materials and getting them to the key contacts
- Initiated a program to get Omnipod's executive team talking to industry analysts on a regular basis
- Embarked on a strategy to differentiate Omnipod's product through their file sharing offering
Key Results
- Recognized as experts in the field of instant messaging in a new book Online by John Dvorak, contributing editor for PC Magazine. Omnipod's CTO asked to contribute a chapter on instant messaging
- Gained an immense amount of credibility, going from obscurity to one of the major players mentioned in their market, within a period of just six months
- Secured media coverage in more than a dozen target publications, such as PC World, InfoWorld, and Computerworld
- Gained the attention and respect of a variety of industry analysts from Gartner Group, Giga Information Group, Ferris Research, etc. who have agreed to be contacted as references and speak to the media about Omnipod
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