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Case Study: Digigram

Goal: Create name awareness in trade media for Digigram Inc., the U.S. startup of French-based Digigram S.A., an innovator in digital audio network solutions. Very few in the trade press were familiar with the Digigram name or its product line.

Setup: In the fall 2000 we met with Digigram S.A. officials and the president of Digigram Inc. in Strasbourg, France to outline the North American communications goals. The following was decided:

  • Digigram's media tagline (currently "an innovator in digital audio network solutions") was created.
  • We finalized a press release template for Digigram.
  • We identified which trade publications were key to Digigram's success in the marketplace.
  • We identified news and feature stories that could be placed in the media in the following year. We created a media calendar based on the editorial calendars provided by the trade press so we could best position the timing of Digigram releases.
  • We identified which trade shows Digigram Inc. would be represented at and set up a workflow calendar to make sure Digigram achieved maximum placement in trade press, as well as trade show press.
  • We agreed on a strategy of positioning the Digigram Inc. President as not only a spokesperson for the company in North America, but in positioning him as an expert in his field.

Media List Development: A major effort was undertaken to overhaul Digigram's media list. In 2000 the list was apx. 100 strong with more than 20 percent of the contacts no longer valid.

First Stages: As the media list took shape we identified the key editors that Digigram wanted to develop a professional relationship. In 2001 we attended trade shows with Digigram in Orlando (NSCA) and Las Vegas (NAB). At these shows we were able to meet the key editors and give them some basic knowledge of Digigram and its products. We were also able to introduce the Digigram Inc. President to the media at these shows.

Digigram in the News: By the end of 2001 all key editors were aware of Digigram and its products. In 2002 we continued to send out one to two press releases per month and to make trade shows a priority. Digigram achieved mentions in all key trade press on a monthly basis. Digigram's spokesperson was called upon by media to comment on industry trend stories. All key editors made booth appointments at each trade show. Finally by 2003, Digigram was gaining publicity with feature stories such as a story in Systems Contractor News in July 2003 on a Digigram installation at the Venetian Hotel and Casino in Las Vegas.

In Media Demand: By fall 2003 Digigram was able to set up the following media schedule at the AES trade show in New York City:

Oct. 10:
  • 2:30 p.m. Press Conference (12 editors pledged in advance to attend)
  • 3 p.m. Pro Sound News editor
  • 4 p.m. Writer for CMP Publications Europe
  • 5 p.m. Systems Contractor News editor
Oct. 11:
  • 10 a.m. ProAV editor
  • 11:30 a.m. Sound & Communications Editor
  • 1 p.m. Systems Contractor News Editor
  • 2 p.m. Technology for Worship representative
  • 3 p.m. Front of House Magazine editor
  • 4 p.m. Broadcast Engineering editor
  • 5 p.m. Writer for French publication
Oct. 12:
  • 10 a.m. Sound & Video Contractor editor
  • 11 a.m. Pro Audio Asia editor
  • Noon Pro Sound News Europe editor
  • 1 p.m. Radio magazine editor
  • 2 p.m. Studio editor (German publication)
  • 3 p.m. Total Production editor
Oct. 13:
  • 10:30 a.m. Mix features editor
  • 1 p.m. Pro Audio Review editor

Conclusion: Digigram was able to achieve publicity by maximizing its media relation efforts. In only 15 to 25 hours per month, Digigram was able to gain the same amount of exposure as larger companies but at a fraction of the cost of what they spend on their public relations budget.

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