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The Challenge In July 2004, eEye called on Sterling to launch an endpoint security product that took the company into a new market, one that was dominated by incumbents like Cisco. eEye looked to Sterling to secure review opportunities in multiple top-tier enterprise publications and establish awareness of eEye’s new direction with both enterprise customers and the analyst community. This was an enormous challenge, as Cisco had already committed significant resources towards dominating this market with a rival technology, including a media push just a few months prior to eEye’s launch. In addition, eEye was approaching the endpoint security problem in a unique way, so skepticism regarding its technology was expected from the conservative editors covering this space. Finally, eEye had “leaked” information on its new approach to several reporters, so there was a risk that they would consider this topic old news and refuse to cover the announcement. eEye was particularly interested in gaining more visibility with top-tier business press in order to catch the eye of the investment community and C-level decision makers in its target customer base. Despite being a small, private company in a very technical market (usually not an attractive target for the business press), eEye turned to Sterling to create a compelling story that would get them ink within this crucial segment. The Results With all of the necessary elements in place, Sterling was able to execute a world-class media tour with both business and trade press. Despite several announcements that were made on the same day by much larger competitors (including Symantec’s entry into the endpoint security space), eEye dominated the press with positive coverage in 28 different outlets, product reviews with EWEEK and NETWORK WORLD and 2 contributed articles in relevant security publications. In addition, Sterling secured a quarter-page profile of eEye in THE WALL STREET JOURNAL. The article profiled the company in a way that conveyed eEye’s exact messaging, positioning the company positively in comparison with its competitors and providing validation of its product through customer testimonials. Perhaps most importantly, eEye’s executives established themselves as important resources for the press and are still regularly quoted as subject-matter experts to the present day. In short, Sterling accomplished each of the goals set for it with this launch. For the complete case study, click here [PDF]. |
With Sterling's planning, preparating, and pitching, launch, eEye Digital Securities’s were able to launch a new security product among some giants in the industry and help executives establish themselves as Featured Video
Verbatim
Sterling Communications has consistently delivered exceptional PR value to Implix and the GetResponse brand, from thoughtful strategic counsel, to media relations, to corporate messaging and product positioning. — Monika Rudnicka, Director of Sales & Marketing, Implix |
