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05 PR & Media Relations
miShare, a NYC-based startup, launched its handheld personal publishing gadget for sharing media, the first device of its kind in the marketplace. The product’s availability was exclusively on mishare.com and in Tekserve, New York’s “Original Apple Store.” miShare needed to publicize the product via traditional media outlets to a) drive traffic to their Web site for product purchase and b) to raise visibility among decision-makers in retail outlets and catalog companies. DJH Marketing Communications, Inc. was tasked with achieving these objectives…with zero additional advertising and marketing support.
We identified a target market comprising of tech-savvy, affluent male/female suburbanites and urban trendsetters, 25- to 45-years-old. The company allotted 25 devices to distribute prior to launch to influentials and members of the media, including music aficionados, technology/gadget and as well as outlets focusing on popular culture, fashion, and current affairs.
Via the flawless execution of traditional PR tactics, including demo device shipments and the facilitation of in-person demos in NYC, DJH secured numerous placements in top-tier media outlets, including Vanity Fair, The New York Times, edgadget, Gizmodo, WIRED, CrunchGear, TWICE, CNBC, New York Magazine, Thrillist.com and many others. Over 90% of the initial production run inventory sold from the miShare.com website were linked directly to the media coverage attained through the efforts of DJH. In addition, The New York Times review garnered the interest of the main buyer for electronics, gifts, and items at Frontgate, the premier high-end home furnishings and lifestyle retailer in the US, resulting in the miShare product featured in the Frontgate Holiday Catalog, which in turn lead to the product’s placement in the Hammacher Schlemmer and SkyMall catalogs.