|
|
|
|
In the first six months of 2004, NETGEAR saw a 22 percent increase in its reach (the audience for its print coverage), and a 10 percent increase in the number of clips.
|
|
Netgear: Launching a new consumer device
NETGEAR
NETGEAR® (Nasdaq: NTGR) designs technologically advanced, branded networking products that address the specific needs of small and medium business and home users. The company's suite of products enables users to share Internet access, peripherals, files, digital multimedia content and applications among multiple personal computers and other Internet-enabled devices.
The Challenge:
Since 2002, Sterling Communications, Inc. (SCI) has built awareness of NETGEAR with the business, financial, lifestyle and general consumer press. By mid-2003, NETGEAR had already achieved significant recognition among trade media and “early adopters” for its affordable and easy-to-use networking solutions for homes and businesses, but mainstream consumers were still largely unaware of the NETGEAR brand. Those that were familiar with the company connected it with routers and switches, not consumer electronics or entertainment devices. To overcome wireless networking’s “geek factor” perception, NETGEAR needed to make a splash with a more consumer-friendly gadget, the Wireless Digital Music Player.
The Results:
The MP101 was a major hit at CES, enjoying widespread coverage in daily newspapers and trade publications. SCI arranged over a dozen press and analyst meetings at the company booth, appearances on three radio programs and NETGEAR’s participation on three speaker panels at entertainment-related conferences. Overall, the NETGEAR Wireless Digital Music Player has achieved spectacular coverage in target consumer, lifestyle and business publications since its launch. Feature reviews with product photos have appeared in BusinessWeek, CNNfn-TV, Forbes, Investor’s Business Daily, Sound & Vision, Stuff, and Wired; a single Associated Press review arranged by SCI resulted in more than 20 newspaper hits in major markets.
Click here to see the full case study [Adobe PDF].
|
