With an estimated 20 billion search queries about people done a month, the Silicon Valley startup wanted to be in a position to dominate that market, noted Renee Blodgett, Spock's PR consultant.
"From celebrity blogs to social networks, people are inherently drawn to learning about other people," she said via e-mail.
IDEA: Spock.com's PR strategy has been to demonstrate the product to traditional and non-traditional media. "Searching for people is one of the most important applications on the Web," Blodgett said. "However, the user experience is highly fragmented today." The product demos are meant to show how Spock.com solves these glitches. It is a search engine focused on people and its results display a summary of the person's publicly available information, including occupation, interests, age, marital status, and a photo.
TOOLS: Outreach has involved demonstrating the strength of the product, Blodgett said. Prior to launch, Spock offered a private beta that was accessible through invitation only. During this phase, it reached out to early adopters, bloggers, and influencers. Leading up to its public beta launch, Spock targeted more mainstream business and tech press. Stories have appeared in BusinessWeek, Time, CNET, the AP, and several blogs, she added. Future outreach will target the consumer and business media, online sites, and blogs. "We're not actually tying our public launch to a specific event because we don't need to," Blodgett explained. "We've built such heightened awareness that people are ready to get in there."
MEASUREMENT: The company will measure its success based on the number of users who use Spock, rather than other engines.
Campaign: Launching its public beta site
PR team: Blodgett Communications
Other marketing: None, it was only PR
Launch: August 8