Home Networking Case Study
Taking Demos on the Road - International Press Tour Makes Home Networking Experience for Key Influencers
Challenge:
In 2007, a Nereus client in the home networking space was ready to share its vision of an interoperable network of consumer electronics, personal computing and mobile devices with a larger audience. The organization had previously focused its communications efforts to promote cross-vendor collaboration among companies developing products for the connected home. As a result, there was a media and industry perception that home networking was still a thing of the future. Nereus needed to educate key influencers that the connected home was already well on its way to being realized.
Solution:
Nereus recommended the client host a traveling show that would allow key editors and analysts to see interoperable network user scenarios demonstrated first-hand, without having to endure the noise and schedule restraints of a typical tech industry tradeshow.
Leveraging its relationships with media and analysts in the consumer electronics space, Nereus orchestrated a four-city tour, taking the client's demos to top-tier tech media in San Francisco, New York, London and Munich. In addition to proactive outreach to domestic and international press, Nereus managed all tour logistics, developing a flow for meetings that allowed editors to experience the demos and then ask specific questions.
Results:
The road show helped put the client on the map for the year and fueled ongoing interest among editors and analysts who attended the demos. In total, Nereus secured and facilitated 37 meetings, which resulted in positive and continued coverage in the clients target publications. Moreover, Nereus achieved the client's objective of communicating the inevitability of interoperable home networking.
