MINNEAPOLIS: Best Buy has tapped Airfoil to head up PR for its Best Buy For Business division. It's the first time the agency has worked with the company.Lisa Vallee-Smith, CEO of Airfoil, said details are still being finalized, but described the win as "significant."
Airfoil has already begun working with Best Buy at the 2007 Inter- national Consumer Electronics Show in Las Vegas helping to promote ConnectedLife.Home, the company's new $15,000 home automation and digital entertainment system.
Tracey Parry, a VP at Airfoil who will lead the account out of the firm's Southfield, MI, headquarters, said the firm will do media relations and local outreach wherever Best Buy For Business is available. She expects programs to start rolling out in March.
“We’re doing a lot of media and industry analyst relations here,” Parry said. “We’re engaged in ramp up right now [for programs rolling out in March] but we were given this opportunity right out of the gate so it was a very fun and active few weeks.”
Airfoil will also seek the help of satisfied customers to help spread the word.
“We will articulate the value proposition that Best Buy For Business brings to small businesses through testimonials,” Parry said. “Demonstrating how Best Buy For Business works is going to be important and one of the most powerful mechanisms would be to capture customer stories highlighting the service expertise and overall business and technology acumen that Best Buy For Business consultants bring to the table.”
In October, Jeff Dudash, PR manager at Best Buy, said three agencies were asked to make final presentations after the RFP went out. Dudash said the company was looking for an agency that “knows how to communicate to small businesses… that has good experience in b-to-b work and good tech experience.”