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“Bay Partners has a long-standing relationship with Trainer Communications because the agency has demonstrated its ability to deliver excellent PR programs cost effectively. Our portfolio companies such as Brocade Communications, iSpheres, Jarna, Peakstone, and WhereNet have all partnered with Trainer Communications to support aggressive programs that maximize their public relations investment.”
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Neal Dempsey,
General Partner, Bay Partners
In the Spotlight: CREDANT Technologies
CREDANT Goes Viral – Is That Your iPod Leaking?
| Project: | Product launch with a viral twist |
| Challenge: | Make a new encryption feature that protects data on iPods truly stand out |
| Results: | Trainer’s man-on-the-street video appeared on YouTube and at least ten other user-generated content sites, receiving thousands of views – and an accompanying white paper/survey also received hundreds of downloads, while execs were featured on Bloomberg Radio, the BBC, and elsewhere. |
Trainer’s Web 2.0-savvy pros …
- Hatched an integrated marketing and public relations plan, understanding the “buzz” the new iPod feature might create. The effort included a press release, online survey and report, and video.
- Made a big splash with the consumer audience as well, by going “viral”, producing a man-on-the street video that answered the question “What data is on your iPod?”
- Developed a survey and within seven days of launching it, CREDANT received 323 responses.. Results from the survey were published in a report, “Portable Storage Devices: iPods – What You Don’t Secure Could Hurt You,” and made available to the press and analysts.
- Distributed the press release that announced the new version of the product, highlighted the video and report for download from the CREDANT website, and announced the webinar schedule.
- The survey captured the attention of Bloomberg Radio, the BBC and numerous publications who interviewed CREDANT executives. After the launch, the report was re-purposed as a sales and lead-generation tool.
- Tied in two webinars to promote the product and the trend of iPod security concerns.
- Conducted a New York and Boston press tour meeting with influencers from Bloomberg Radio, BBC, eWeek, InfoWorld, Network World, CSO Magazine, InformationWeek, Information Security, Laptop Magazine, Aberdeen, IDC and others, all positioning CREDANT as an innovative thought leader in the security market!
