Client: DecaWave (Dublin)
Agency: Vantage PR (San Francisco, CA)
Campaign: ScenSor Launch
Duration: October 1, 2013- December 31, 2013
DecaWave, a Dublin-based fabless semiconductor company, hired Vantage PR to help raise visibility in the US for the November launch of ScenSor, a location chip with applications in diverse industries including agriculture, manufacturing, healthcare, lighting, security, robotics, retail, and transportation.
"Because we’re a startup based in Europe, it was very important to rely on a Silicon Valley agency as we launched ScenSor in the US," says Luc Darmon, VP of strategy and business development. "ScenSor is the first member of a family of products and the US is a very important market for us with respect to strategic verticals – especially healthcare and consumer products."
Messaging that targeted media, bloggers, and analysts stressed DecaWave’s innovation and the chip’s value proposition for multiple target markets.
"One of the challenges we had to face was the launching of a new product and a groundbreaking technology," notes Darmon. "We had to raise awareness of the product and build [equity with] market and opinion influencers."
Outreach to journalists and bloggers, which began in October, focused on mainstream consumer outlets, consumer tech outlets, tech trades, and trades covering vertical industries, including healthcare and retail.
The agency set up meetings between DecaWave executives and eight tech-industry analysts.
On November 7, a launch event was hosted in Dublin with Ireland’s Prime Minister Enda Kenny, investors, and journalists. A press release announcing the official launch was simultaneously issued in the US. DecaWave’s internal team retweeted launch coverage.
Company executives presented at the IDTechEx conference on November 22 in Santa Clara, CA, and talked with attendees and media in DecaWave’s booth.
Content on DecaWave.com includes white papers covering applications and use cases.
Darmon reports new business leads nearly doubled in both October and November compared to average leads per month during the previous three to six months.
Website traffic in September and October was up 58% compared to previous average monthly traffic. Between November and December, 66% of site visitors were new and 57.6% of traffic came from the US.
Nine stories ran in outlets including The Wall Street Journal, CNET, and VentureBeat – more than double the goal of four total placements (one top-tier mainstream piece and three trade stories).
Analyst firm Frost & Sullivan gave DecaWave an award in February for wireless location technology innovation.
Darmon says DecaWave is discussing a new contract with the Vantage PR. Plans this year include participation in key industry events in the US, Asia, and Europe; publication of a series of thought-leadership articles; and continued media and analyst relations.