KNBC, Los Angeles (June 23 and June 26)
Who is your client, and what are its media goals?
Jennifer Abelson: Neven Vision is a global leader in both mobile visual search and biometric facial recognition technology. The company has momentum in Europe and Asia, and wanted to aggressively enter the US market by using the media to influence consumers, brands, and telecommunications carriers.
What made KNBC such a desired placement, and how did you pitch the reporter there?
Abelson: Not only is LA the second-largest media market in the country, but also Neven Vision is based there, so KNBC was a great target. I had worked with KNBC reporter Kelly Mack in the past, so I called and told her that Neven's highly innovative technology significantly impacts people's mobile lifestyles, both in mobile commerce and security, with the Los Angeles Police Department already on board.
There are a lot of people pitching tech stories these days. How did you cut through all the clutter to get Mack interested?
Abelson: We leveraged a feature in the LA Business Journal to illustrate how Neven Vision empowers people to find information, buy goods, and maintain security with one click on their cell phones. Mack originally intended one feature, but during the interview with Neven Vision CEO Alex Cory, we convinced her that the company deserved both a consumer and a security story.
Did you have to do any media training?
Abelson: Cory had some experience with the press, but because this was his first TV interview, we did media-train to ensure he highlighted the points KNBC was interested in covering. We also provided message points for the LAPD spokesman interviewed for the security segment.
What was the impact of the hit?
Abelson: KNBC aired the segments twice, during prime time on June 23 and June 26. Almost three minutes each, the features did a lot to boost the visibility and credibility of Neven Vision and are already helping to generate new business leads.
Name: Jennifer Abelson, CEO, Abelson Group (New York)
Placement: KNBC, Los Angeles (June 23 and June 26)
Pitch timeline: Two weeks