BusinessWeek, January 15
Who is your client, and what are its media goals?
Jeffrey Klein: Fahrenheit 212 is a New York-based innovation consultancy. What it does is develop new products, brands, and businesses for a diverse group of companies, including Hershey, Samsung, and UBS. It turned to us to help bolster awareness for the company and the innovative services it provides to help blue-chip firms improve their top-line growth.
BusinessWeek is a very high-profile outlet, but what made it a good hit for Fahrenheit 212's story? How did you pitch a story that really doesn't fit into any of the traditional business beats?
Klein: BusinessWeek reaches influential decision makers across all major industries, which made it a great target. We already had a good relationship with its marketing reporter, Burt Helm, and knew he had an interest in new companies and ideas. We offered him an exclusive, suggesting an approach where Fahrenheit 212 would treat him as a hypothetical client. He really like that idea and agreed to do the story right away.
Did that approach require any special media training for Fahrenheit 212 executives?
Klein: Fahrenheit 212 founder Geoff Vuleta is very good at making presentations and at closing deals, but he had little experience with the media until now. So we did sit down with him to develop message points on what his company does and what it can offer. We also tweaked some of the presentation materials, but for the most part were able to use most of their video and other new-business content during the interview.
What was the impact of the hit?
Klein: The BusinessWeek feature, "Inside a White-Hot Idea Factory," ran in the January 15 issue, and, within a week, Fahrenheit 212 was inundated with more than 20 new-business opportunities. It also triggered a flood of interest from talented people wanting to work for Fahrenheit 212, so it ended up being a huge success for the company on a number of levels.
Name: Jeffrey Klein, MD, Dan Klores Communications
Placement: BusinessWeek, January 15
Pitch timeline: Six weeks