Campaign: IVT Primetime launch
PR Team: Matter Communications
Launch: September 23
Objective: Webcasting software company IVT is planning to launch Primetime, its version of “YouTube for the enterprise” at the Streaming Media West conference in San Jose, CA, on September 23.
The LA-based company aims to connect a company's employees via a corporate-focused social networking experience, featuring video, search, and discovery platforms on a company network. Corporate executives, who are IVT's primary target audience, make up a considerable percentage of the conference's attendees, so the unveiling there made sense, said Phillip Whalen, IVT's president and CEO.
Idea: IVT can display the product to live audiences at Streaming Media West, highlighting its visual nature and features to prospective buyers. Company executives also conducted briefings with analysts, possible buyers, and tech and media trade titles prior to the launch.
“The corporate customers who attend [the conference] are exactly the... audience [IVT is targeting],” Whalen said. “The people who go there are the people we are trying to educate and say, ‘Hey, we are a player in this industry.'”
Tools: The launch campaign is making use of traditional PR elements, such as embargoed interviews and briefings. The company is also taking advantage of the interactive nature of webcasting by e-mailing links to targeted recipients to display features not publicly available on its Web site.
Measurement: IVT plans to measure the success of the launch by the number of sales, as well as how many prospective customers visit its Web site.