Three-pronged strategy builds market for 3D printer

How the Hoffman Agency secured media coverage for a 3D printer launching in China and Korea.

Objective

XYZprinting, a 3D printer manufacturing company, was about to launch its all-in-one 3D printer, plus scanner, in both China and Korea. The firm wanted to break into both of these key Asian markets to boost global market share. The problem was the brand’s visibility and consumer awareness was low in both countries.

The Hoffman Agency’s China and Korea teams developed and implemented an integrated new product-launch event to promote the new printer among XYZprinting’s target customers and stakeholders in both markets.

Strategy

Both country teams worked closely to share, update and align on the overall event and media strategies as well as tactics/approaches. They developed targeted communications, tailored for respective markets, mapped out a PR game plan, and identified different media representatives for engagement.

The teams recommended the client take a three-pronged media approach to make sure messages were customized to meet editorial requests or requirements. Bringing out the CEO for deep-dive interviews on business strategy, family management style, market issues, etc was a key element. A media roundtable and 1:1 interviews with senior management (aside from the CEO) on customers’ challenges, product innovations and the like were also arranged. Onsite product demonstrations to showcase the concept and functions of the new product made for the last leg of the approach. The 3D-printed products themselves made a showcase for media on site.

Some of the creativity and originality the firm deployed included creating a compelling and catchy event name in local dialects - "Colorful Printing, Creative Life" (" ? ? ? • ? , ? • ? ? ? "); highlighting XYZprinting’s product differentiators as well as expertise and experience; designing a key to unlock the product’s unveiling (and the key was printed by the 3D printer during the launch event; and showcasing the company’s ambition/determination to start a new page for its business expansion in the Asian market.

Results

The Hoffman Agency secured strong media coverage across a wide spectrum of media categories. This gave people in each market first-hand experience of the world’s first 3D printer and scanner combination. Message pull-through in China appeared in CBN TV, ICS, Global Entrepreneur, The Economic Observer, Xinhua News Agency and Shanghai Daily among others. Specifically, the event helped secure a total of 180 articles, with the total number of page views across all the coverage reaching close to 8 billion, according to the agency. In Korea press titles included DongA Ilbo, Maeil Business Newspaper, Money Today, Digital Daily and ZDNet Korea. Specifically, 67 articles appeared on the second day after the event.

The company’s printer, da Vinci 1.0 AiO, successfully entered each market as the first and leading all-in-one 3D printer plus scanner in the world. The launch event garnered overwhelmingly positive feedback and product reviews from media about the printer in both China and Korea. XYZprinting received praise from media outlets about the communications during the launch event, roundtable and interviews, stating that the information was clear, insightful and useful for media reports. Hitting the right tone with each outlet across different cultures and language made a significant impact on how the brand was received in the two countries.

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