CITY OF INDUSTRY, CA: Online electronics retailer Newegg has named Finn Partners its AOR as it expands its media-outreach strategy to include consumer outlets.
Newegg also reviewed proposals from Hunter Public Relations, Peppercom, and DBA Public Relations, its incumbent for the last two years, in the final round of an RFP process, said Jenny Chai, senior PR manager at Newegg.
Chai added that the company selected Finn Partners because of its experience in consumer technology, as well as its “chemistry” with Newegg's internal team.
Finn Partners will be responsible for broadening the company's media outreach from tech trade publications to consumer technology and lifestyle outlets, said Chai. The firm will also work with Newegg's internal social media team on strategy development and support.
Newegg's audience primarily consists of men, but it wants to expand its reach to include more women.
Finn Partners officially spun off from Ruder Finn in December with former RF co-CEO Peter Finn at the helm.
Jeff Seedman, associate partner at Finn Partners, said the firm will look at ways to appeal to women, such as targeting mom bloggers.
“We'd be breaking new grounds for Newegg,” he said. “I see a lot of untapped opportunity that we're really excited about.”
Chai said the first “big project” Finn Partners will handle will be pitching stories about the “Ultrabook a Day” sweepstakes it will conduct with Intel later this month, as well as telling the story of Ultrabook laptops.
In addition to traditional and social media outreach, Seedman said Finn Partners will work to get Newegg executives more speaking opportunities at events, such as consumer-focused electronics shows. He added that the firm will also work on its awards program.