Who is your client and what are its media goals?
Jennifer Abelson: The Hyperfactory is a mobile media and ideas company that acts as an advertising agency focused on mobile devices. They were looking to establish mobile as a critically important medium for advertisers, while raising their profile in the US, by targeting both advertising and wireless trade outlets as well as top-tier business press.
The Wall Street Journal is a great hit for any business, but what made it ideal for a small firm like The Hyperfactory? How did you pitch marketing reporter Stephanie Kang?
Abelson: The Wall Street Journal was a great target because it reaches the key ad agencies and brands The Hyperfactory wanted to educate about marketing through mobile devices. We targeted Kang because we knew she had previously been on the retail beat and our pitch centered on how major retailers were leveraging mobile marketing strategies during the holiday sales season.
Did you media train The Hyperfactory CEO Derek Handley prior to his interview? What other support materials did you provide to help clinch this placement?
Abelson: We worked with Derek on developing specific message points for this interview and provided Stephanie with background information on the growth of mobile advertising. But the real key was getting retailer JC Penney to talk about their mobile marketing strategies during the back-to-school season and the holidays.
What was the impact of the hit?
Abelson: The WSJ story ran in the Marketplace section the week before Black Friday to kick off the retail holiday season, and [it] led to many inquiries about The Hyperfactory. It also sped up some discussions that were already taking place with brands and led to other media placements, including an AP story. The client was pleased. The piece met our goals of educating key audiences about the industry and generating credibility and momentum for mobile advertising.
NAME: Jennifer Abelson, president, Abelson Group (New York)
PLACEMENT: The Wall Street Journal, November 16, 2007
PITCH TIMELINE: One week