Introducing a New Concept in Mobile Search
Turn a "Micro Start Up" Into an 800 Pound Gorilla

Firm: McGrath/Power Public Relations & Communications -- San Jose
Client: EasyReach
Specialty Area: Other
Date: 04/05/2006


Challenge:
· EasyReach was an under the radar start up seeking to get on the radar rapidly

· Desktop search was often misunderstood or not known at all by target audiences

· Company had untested technology; no customers and no internal marketing or PR infrastructure

· It required funding and immediate partner relationships for continued viability

· A major bang was required to rapidly fuel funding and partnerships


Approach:
· Determine a ground zero opportunity to launch company and technology – DEMO

· Utilize an agressive curtain-raiser media strategy to secure high impact at immediate outset of DEMO rather than risk being swallowed by bevy of competitive announcements made during conference week

· Focus storyline on overcoming resistance by target business partners: creation of new revenue streams to carriers and device manufacturers, illustrating a market poise for growth

· Obtain secondary storylines onsite at DEMO, requiring highly proactive on-the-ground media relations activities and the CEO to be right along side the PR team


Results:
· “800 pound gorilla status” before and at show

· Immediate courtship by major device manufacturers for partner agreements that “would not have been possible so soon” without PR effort

· Inroads to all target VC firms “as a result of PR effort"

· Major coverage by Associated Press leading to 100+ articles in a two-day period surrounding show

· Front page coverage in key technology trade, Network World, highlighting company and product during week of DEMO

· Ideal positioning of product in media as a significant innovation while supporting ease of use messaging critical to mobile audience

· National media product reviews backed up initial news cycle and further validated company and product