A diagnosis of the initial situation.
Icon7 is a producer of high quality computers accessories and mobile accessories. Icon7 products can be characterized by their unique design, functionality and attention to details. As the company was launching the global expansion of its products, the Polish market was chosen as one in which Icon7 primarily wanted to launch its products.
The computer accessories market (mouse, keyboards, webcams) in Poland is highly competitive, dominated by Logitech, A4, Microsoft, and Genius. Icon7 products belong to the high-end on the market, which is why the price could not be a factor for competitive advantage. So far, the company has not run a marketing campaign in Poland.
Defining the problem
Customers have preconceived opinions and already established positive opinions regarding the products belonging to the competitors of Icon7. Introducing a completely new brand requires strong arguments and a thought-out strategy in order to encourage potential customers to change their preferences. One of the major limitations encountered in the launching phase of the Icon7 brand were a relatively narrow product portfolio, thus reducing the intensity of possible marketing, as well as highly limited budget for public relations activities. A survey conducted among users of mice, keyboards and webcams indicated that many of them pay less attention to the functionality of the product, and pay more attention to the main benchmark for their selection: brand and price. Therefore, the challenge Sarota PR confronted was making consumers aware of the possibility of choosing computer accessories suitable for an individual user’s needs as well as demonstrating the importance and benefits of such a personalized choice.
Project Objective
The project aimed to build the Icon7 brand image as a manufacturer of high quality computer peripherals and mobile accessories, characterized by innovative and attractive design and functionality tailored to the needs of users. The public relations strategy would contribute to the brand’s position as one of the 5 most popular computer accessories manufacturers in Poland.
Target group
Communication activities were directed to:
- Journalists dealing with issues of IT and electronic gadgets,
- Computer hardware enthusiasts,
- PC gamers,
- People who use laptops – often traveling and leading multimedia presentations.
- Trendsetters,
- Key customers, distributors, retailers, resellers.
Communication strategy
The main strategic objective was to build a brand image of Icon7 as one which better adapts to the individual needs of users in comparison to the entrenched competitors in the market, and could be perceived as a new alternative. The key concept was to divide the client’s products according to the targeted groups: the players, business users, fans, gadgets, technology, young users, etc. The channels and tools of communication would be adjusted to the information needs of particular group of customers.
Implementation of the project
- The Sarota PR agency launched a public relations strategy for the client with a press conference organized for key technological journalists. The press conference was an opportunity to present the manufacturer’s portfolio of products, acquaint journalists with the company’s philosophy, and establish direct relationships between Icon7 representatives and journalists. The immediate reason to meet the media representatives was the launch of the Icon7 flagship product: Twister Evolution mice, which even before the launch had been awarded the prestigious IF Design Award.
- The Sarota PR agency coordinated all the press conference logistics, and ensured that the event was consistent with the desired brand image of Icon7.
- The press conference was followed up by an intensive media relations strategy designed to systematically provide journalists with reliable and useful press materials, to inspire organized product testing, and provide the media with interviews and commentaries with the client’s representatives.
An important element in the process of communicating with the journalists was the usage of high-quality video material posted on YouTube. The video presented the possibilities of the launched products. Press releases ware enriched with links to the material. This simple but innovative action meant that the regular news on technology vortals was supplemented with embedded video footage from YouTube, thus reinforcing the key message of high-quality products produced by client. This enriched news might impact more of the senses of the readers.
Prior to product testing, Sarota PR prepared and sent to journalists complete product manuals. A compendium was prepared exclusively for their needs, one which revealed the details of the technological aspects of each product. The compendium was highly appreciated by the editors as a source of additional information. - One important element of branding initiated by the Sarota PR agency was creative competitions for readers of influential media such as IN4, purepc, pclab, benchmark trochetechniki, Why?, IT Reseller competitions, etc. The aim was to present the unique features of products and to create among customers a conviction that Icon7 has an innovative approach in the process of designing, a design process meant to address the specific needs of specific groups of customers.
- The agency attached great importance to building an expert image of the Client’s representatives, both the president and country manager. The aim was to facilitate the sales efforts of Icon7, both on the levels of distribution and resellers. Interviews and commentaries have appeared in magazines including: IT Reseller, CRN, and Businessman.pl.
The strategy of selective communication was implemented with separate groups of the recipients, and was evident in the undertaken product marketing, sponsorship and special events initiatives. - It was Sarota PR agency’s initiative to begin cooperation with one of the best multi-game clans in Poland – Delta Benq. The Icon7 sponsorship of a professional players team had a positive effect on brand image among gaming enthusiasts. Players received a set of products from the manufacturer that could be used during domestic and international tournaments and challenges. The brand was also exhibited on the players’ shirts, on the website, and in all public communications sent by the team. Product opinions and reviews published by players on the clan’s website reinforced the message of the quality and functionality of Icon7 products. Thanks to the sponsorship of Delta Benq, in a very short time the brand has become recognizable among gamers who have a large impact on the opinion in their communities. Another important aspect of this cooperation was the implementation by the producer of the various modifications to the products based on player suggestions. This led to a further adjustment to the requirements of clients.
- Another action aimed at fans of technological gadgets was an invitation to attend HOT RALLY 2009, a closed event organized for readers of Poland’s largest technological vortal dobreprogramy.pl, gamikadze.pl, and techit.pl. This event was a combination of integrated events and technical conferences dedicated to the almost 300 most influential and active readers (editors, moderators, bloggers) of listed websites. Within the walls of the Teutonic castle in Ryn, where a four star hotel is located, Icon7 products were presented and representatives of Icon7 and Sarota PR agency had a chance to participate in direct dialogue with trend setters. The Icon7 brand was heavily exposed before the event, during the event and after its completion. All together more than 5,000,000 readers were acquainted with event announcements, live reports and summaries.
- At the behest of the agency, 12 months after the official launch of the brand on the Polish market, a second press conference was organized. New product categories were premiered. It is worth noting the event venue. Journalists were invited to a photo studio located in a post-industrial building, a former printing house. Characteristics of space, and additional experiences such as a commercial elevator ride, perfectly fit the brand’s image: breaking the schema, and fulfilling the customers’ needs. As proof of the positive experience of the conference, here is a quote from the review of the event by a journalist from the industry magazine InfoMarket: "Particularly noteworthy is the place that the company chose to present, which was different from the usual hotels and restaurants. The crude ‘industrial’, in our opinion, fit this type of event very well."
Both conferences were attended by 77 carefully selected journalists from the leading Polish media, representing, inter alia: PC Format, CHIP, TVN Turbo, On, Onet.pl, pclab, SMART, Auto World, Men’s Health, Knowledge and Life, The Republic. - Within 15 months of the project, Icon7 received 20 awards, appeared in 116 publications in print, 331 online publications and materials on Icon7 products posted on YouTube were viewed more than 50 000 times. Publications about Icon7 appeared in titles such as: Komputer Świat, Play, PC Format, CHIP, PC WORLD, KMF, Dziennik Polski, Rzeczpospolita, Ekspres Ilustrowany, M urządzamy wnętrza, Dom Projekt Wnętrze, Dom z pomysłem, WPROST, WRC Magazyn Rajdowy, Mobility, Auto Świat, Flota, Info Market, Młody Technik, CD ACTION oraz w TVN Turbo, TVN24, gazeta.pl, onet.pl, frazpc.pl, and pclab itd.
Public relations activities in the form of a visible brand presence in the media supported the construction of channel sales. The results of the agency’s work were often a persuasive argument for large sales networks to cooperate with the manufacturer. The tangible result of that has been regularly increasing turnover for Icon7 in Poland.