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Launching a New Media Processor
Sigma Designs is a leading fabless semiconductor provider of highly integrated system-on-chip (SoC) solutions that are used to deliver entertainment and control throughout the home. Sigma has been public for more than 25 years and offers SoC solutions for media processing, wired and wireless networking, video image processing and home control. It also provides system software to form the critical components of consumer electronic products that include Internet Protocol TV (IPTV) set-top boxes and gateways, Blu-ray players and media communication devices.
The Challenge
“Sterling did an amazing job on my last product launch. They got me more interviews, more coverage, better positioning and did more to elevate us as a market leader than any other PR program we’ve done.” — Michael Weissman, VP of Marketing, Sigma Designs
Sigma Designs is best known for its media processor line of products. In 2009, the company purchased Coppergate, a provider of home networking solutions.
The successful launch of Sigma’s G.hn chipset was critical to the company’s ability to position itself with service providers as the go-to source for top-notch home networking solutions for the connected home. Sigma also aimed to be the first company to announce products that support the new ITU-certified G.hn standard for home networking as a way to further establish Sigma’s market leadership in multiple key technology areas in the mind of service providers.
Sigma’s goal was to position its CG5110 G.hn chipset as paving the way for an entirely new class of home networking products and services. Sigma’s chipset was designed to be an industry leader, incorporating upgraded technologies that improved upon the just-announced ITU standard.
The Strategy
Sterling Communications recommended launching the G.hn solution at Broadband World Forum. Because the show attracts attention from international service provider audiences, it was the perfect venue to associate the Sigma Designs brand with home networking solutions in the minds of key media and the public at large.
Prior to the launch, Sterling crafted and initiated a highly-focused media plan that included:
- Identifying key editors and analysts for early briefings
- Establishing early outreach to these key media and analysts
- Targeting media and analysts with specific information on the standard and Sigma’s role in the home networking space
- Detailing the importance of this next generation standard for the future of connected home entertainment to establish its “newsworthiness”
The Results
Sterling Communications secured briefings with 18 media outlets (including The Los Angeles Times, EDN, and EE Times) and 18 analysts (including IDC, Gartner, and ABI). All of the briefings were held the week prior to the launch, and the day of the announcement, giving the media an opportunity to write detailed observations the day the news became public. Coverage included 21 unique articles and more than 100 retweets.
