Increasing brand visibility
NETGEAR’s solutions spanned a wide range of customers and end users, requiring the company to communicate its “Smart IT” value proposition to multiple audiences. Channel and retail partners were becoming increasingly important and needed to be communicated to directly alongside end-users. In addition to demonstrating its solutions capabilities, NETGEAR needed to showcase that its products were indeed best-in-class and could stand out in a saturated marketplace that was driven by price and not necessarily value.
NETGEAR recognised that a diverse end user audience meant a diverse public relations program that showcased products and company expertise with the underlying “Smart IT” message. Weber Shandwick worked with NETGEAR to develop a targeted PR program that would reach the wide range of their customer base including general consumers, small-medium businesses, mid-enterprise IT managers and retail and channel partners. Instead of relying solely on new products and company news, the team developed a strategic program that combined product reviews, forward features and thought leadership to deliver the NETGEAR value proposition to each of its target audiences.
Within the first six months of engagement with Weber Shandwick, NETGEAR’s overall media coverage nearly doubled what they had achieved in the previous 12 months. The Weber Shandwick team generated more than 50 product reviews and 150 pieces of coverage within the first two quarters of 2011 split across consumer products, SMB solutions and mid-enterprise solutions. In addition to the coverage, the team also managed and executed several global executive media briefings with key ANZ media.
Photo credit: B Rosen