USB-IF Wireless USB Case Study
Raising Consumer Awareness through an Integrated Marketing Campaign
Client and Challenge:
The USB Implementers Forum (USB-IF) is a non-profit organization formed to handle the certification and marketing of USB technologies including Wireless USB. With Certified Wireless USB products ready to hit retail shelves in the first half of 2007, Nereus was asked to help the USB-IF target end-users through consumer press to drive demand for the technology and build brand awareness and acceptance for the USB logo. Nereus developed a plan to reach consumers via earned coverage and advertising in targeted consumer-facing publications.
Solution:
Nereus began the Wireless USB campaign by focusing on the International Consumer Electronics Show (CES) which provided access to more than 4,500 relevant industry press. Nereus managed the development of a short video to be showcased at the event and leveraged the video through various outlets throughout the year. Nereus also created a collateral piece that mirrored the look and feel of the video and doubled as a press kit. Nereus set up more than a dozen meetings with top industry press. On the advertising front, Nereus partnered to create and place a new Wireless USB print ad in several general consumer and electronics enthusiast publications.
Results:
At CES, Nereus caught the attention of consumer media which resulted in five feature articles and a consistent flow of more than 70 news articles published in consumer publications. Through advertising, Nereus secured 52 million impressions, helping consumers to recognize the significance of the Certified Wireless USB logo. Over a seven-month period, Nereus continued to help build strong consumer awareness for Certified Wireless USB technology and its logo through media relations and a sustained advertising program.
