The Hot Technology Startup: Breaking Through To Every Day Consumers
A Canadian startup company was launching a revolutionary wearable technology product and needed a marketing program that could help it make the leap from getting rave reviews by early adopters to purchases by everyday customers.
The ALIGN Solution:
Since consumers had never seen anything like this product before, Align needed to find a creative and easy-to-understand way to “translate” its benefits to the average customer.
Our team pitched a catchy and easy-to-understand visual series to demonstrate the product’s capabilities. We then successfully positioned the product to be one of the most highly anticipated, new wearable technology rollouts. To help drive pre-orders to more than 50,000, Align secured press coverage multiple times in leading technology outlets, including TechCrunch, GigaOM and PandoDaily, and from technology journalists with major national outlets, including Forbes, Scientific American and Fast Company. Our public relations efforts succeeded in driving anticipation of the product and had journalists anxiously awaiting their chance to try the new product.
Align capitalized on the excitement twice with New York press tours giving top-tier outlets the opportunity to view the product. Those meetings resulted in a 2013 Breakthrough Award for the client from Popular Mechanics. This award showcased the product among the world’s top 10 innovations for the year and the device and the company’s CEO were featured on the TODAY Show.
Align capitalized on the excitement twice with New York press tours giving top-tier outlets the opportunity to view the product.
Align team members continued to create a steady stream of stories with outreach around company announcements, including an exclusive with the Wall Street Journal unveiling the final design to the world. Deemed the “Year of Consumer Tech” by Business Insider, the client landed on its list of the best startups that launched in 2013. Align continues to play an integral role in generating interest in the company and the product.