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Telestream Transforms Video at NAB 2010
Telestream is a provider of live and on-demand digital video tools and workflow solutions that allow consumers and enterprises to transform video on the desktop and across the enterprise. With thousands of companies exhibiting at NAB Show 2010 in Las Vegas, Sterling Communications developed an aggressive campaign to re-position Telestream and increase brand awareness. The launch ensured Telestream’s announcements stood out from its competitors and resonated well with key media and analyst influencers across the video industry spectrum.
The Challenge
“Three key factors led us to choose Sterling Communications: their extensive experience in the media and entertainment industry, their strategic approach to PR and their current approaches to social media. We’ve been delighted with all phases of our work together and can’t wait to work with them again.” — Barbara DeHart, Vice President of Marketing, Telestream
Sterling faced several challenges for Telestream’s news announcements at NAB. With the video industry constantly growing at a rapid rate, it meant Sterling needed to devise an aggressive and compelling communications outreach plan to ensure Telestream didn’t get overlooked in a crowded market. Although Telestream enjoyed several consecutive years of profitability, top-selling products, and major brand name customers relying on its solutions daily, the company had been relatively quiet in the market. Very little outreach had been conducted in the past to raise recognition and awareness of its products. In addition, with Telestream offering a variety of solutions for professionals across the entire digital video spectrum, it was imperative that Sterling help Telestream develop an overarching messaging platform to clarify and quantify its position in the video market. Customers, media, analysts and video professionals alike needed to have a clearer understanding of Telestream’s product offerings and key differentiating factors.
The Approach
In order to get recognition at one of the most influential conferences in the broadcast industry, Sterling worked from the ground up to help Telestream develop and refine its corporate and product messaging. In the weeks leading up to NAB Show 2010, Sterling worked on Telestream’s messaging modification and building and strengthening press and analyst relationships through various phone and in-person meetings, as well as supporting its involvement and engagement in various social media outlets and online networks. Sterling also helped identify key industry influencers that Telestream needed to be engaging with in order to gain added exposure in the right places that were going to help raise company awareness within the digital video community. At NAB, Sterling conducted continuous outreach to U.S. media/analysts for booth interviews and organized a press conference for the unveiling of Telestream’s three new products.
The Results
At NAB Show 2010, Telestream received its most successful results yet. Having more than 75 international media attendees at its press conference and more than 20 booth interviews, there was no question Telestream was making itself known to industry professionals from across the world. Sterling also helped secure an exclusive story opportunity with one of the leading video industry publications, Broadcasting & Cable, enabling Telestream to gain coverage both online and in the print edition distributed at the show by utilizing a leading broadcast customer, CBS. And, Sterling helped place a feature article promoting thought leadership on Vantage Workflow in the April issue of Broadcast Engineering that resulted in coverage online and in the print edition that was distributed at NAB.
The press conference and media briefings resulted in 31 positive pieces of coverage in several leading trade print and online publications such as Broadcasting & Cable, Broadcast Engineering, Digital Production Buzz, FierceOnlineVideo, G-tech, NAB Show Daily, StreamingMedia, Sports Video Group, TV Technology, Television Broadcast and several others, with additional video, podcast and online coverage.
In addition, as a result of meeting with several members of the TV Technology editorial staff and making them aware of the company’s new solutions and benefits, Telestream received the Star 2010 award recognition for superior technology at NAB 2010 for its newest product, Vantage.
With increased media attendance at the press conference, numerous booth interviews with key influencers, increased coverage, added exposure and a notable award win, Telestream clearly made a successful play at NAB Show 2010 in Las Vegas.
