As a first step, Attain helped BitArmor position its product in light of industry trends. Next, we developed higher-level business messaging that would better resonate with top tier press and key influencers. To build company credibility, Attain worked with BitArmor to “think outside the box” and identify a list of potential third-party supporters who would be willing to participate in the company’s launch activities.
Self-centered requests for a product endorsement often fail, so Attain helped BitArmor develop a compelling “win-win” proposition to secure customer and partner support for the announcement. Recognizing that smaller customers with a great story and interesting application can be just as effective as a major customer, Attain helped BitArmor identify and groom an evangelistic spokesperson to successfully champion the message and BitArmor story.
To publicize the product update, Attain crafted a PR 2.0 friendly press release that focused on the industry appeal of the product with quotes and endorsements from a top industry analyst and several customers. Finally, Attain carried out targeted outreach and set-up meetings with key industry influencers.