Samson is using this week's Consumer Electronics Show (CES) in Las Vegas as a platform to introduce the C01U USB Podcasting & Recording Pak, a new packaging of its previously released microphones.
The packs are entirely new products aimed at several applications beyond music, from corporate voice-overs in presentations and events to portable podcast recording applications. Samson is positioning the packs as professional-sounding audio equipment for people who don't want to spend money in a recording studio. "Our goal is to open up professional podcasting to the masses," said Mark Wilder, marketing director for Samson. "People don't have to be audio engineers to use it."
Idea: The concept is to position the microphones and packages as "professional quality audio for everyone," Wilder said. At CES, Samson will take its "podcasting for the masses" idea and show how attendees, who might produce their own podcasts, can improve the quality of the sound easily.
Tools: For CES, the team's PR plans mainly consist of outreach to TV and radio. Samson has already garnered print, radio, and Web coverage. It will also have a presence at other trade shows, such as annual music showcase NAMM in mid-January and the Podcasting and Portable Media Expo later this year. Samson has also run print ads and provided the Pak to radio stations to incite DJ conversations. It has also done guerrilla marketing, giving the product away to prominent podcasters, including those who podcast on their MySpace pages, to spread the word virally.
Measurement: The company will use sales figures as a primary measure of success for the campaign, but will also look at brand exposure, awards, and product placement requests.
Company: Samson Technologies
Campaign: Podcasting for All
PR team: In-house
Other marketing: Print and Web advertising, guerrilla marketing
Launch: Week of January 8, 2007