Agency: BLASTmedia (Indianapolis)
Campaign: iNeed An Upgrade
Duration: January 2011 – ongoing
Budget: about $10,000 per month
NextWorth buys, trades in, and recycles consumer electronics–both online and in partner stores, such as Target. CMO Robert Wesley explains that PR is critical in educating consumers about the emerging industry and in creating endorsement for NextWorth and its programs.
BLASTmedia has worked with the company on a project basis since 2008. Early this year, the team launched an ongoing campaign that leverages the release of new electronic devices to build awareness of NextWorth's services, and position it as an industry thought leader.
“Events like the Verizon iPhone and iPad2 launch offer significant business opportunities for us,” Wesley explains. “We wanted to use PR to produce tangible business results and build market awareness.”
BLASTmedia VP Lindsey Groepper explains that electronic device launches provide opportunities to drive coverage around both the announcement and release dates. The Verizon iPhone announcement and release were first up in January, followed by the iPad2 in March.
Analytical data, including a “Trade In Value Index,” helped engage media. Social media outreach also drove awareness.
The Target in-store partnership began in September 2010, and Wesley notes it alleviates consumer fear of conducting trade-in business online at NextWorth.com. Promoting it is a priority, and the team worked with Target PR.
Industry (Mac, tech, retail) and consumer media were targeted. Messaging included the benefits and ease of trading in devices. NextWorth executives also commented on Apple device trade-in trends.
The Trade In Value Index detailed the current value of numerous devices as a percentage of the original retail value. A list of current trade-in values and charts illustrating the most popular trade-in models were also created. All analytics were sent to media and posted on NextWorth's blog.
The Target partnership was pitched to retail and trend reporters, and the team helped schedule in-store coverage. Wesley adds that the agency helped advise Target on how to best educate media and consumers about the trade-in market.
Wesley reports trade-ins tripled between February and March compared to the same time last year.
The campaign garnered more than 100 stories in outlets such as The Wall Street Journal, PC World, CNET, ABC News, and Mashable.
The team continues outreach around the March 27 release of Nintendo 3DS. The strategy of leveraging new device launches and themed events, such as Earth Day, and ongoing promotion of the in-store footprint will also continue.