Case studies > Building brand and driving sales
The Brief
The Key Revolution was formed in 2008 by ex-Vodafone team Adrian Burholt and Miles Cheetham. The initial challenge was creating brand awareness for the start-up company, its spokespeople and its product. This involved generating a buzz around the product launch and introducing the Chief Executive and Chief Marketing Officer to key media. As the physical product was being finalised, momentum was maintained by targeting lifestyle press and creating the ‘need’ for the product in anticipation of its launch. Activity was closely integrated with sales strategy to ensure that coverage was targeted to most receptive audiences to drive early sales.
The Result
To ensure a successful launch, Epoch targeted opinion-forming journalists and online media to create immediate buzz. In the first week, 24 articles were secured on Sky News Online and ShinyShiny. Over the following month, further articles were secured in CRN, MicroScope, Personal Computer World, Computing and Yahoo News. Over the next three months, 30 further articles were generated from proactive pitches for features, letters to editors and byline opportunities to maintain momentum while the product was finalised.
Epoch has since implemented a successful review programme including positive reviews in titles such as the Financial Times How To Spend It, The Sunday Telegraph, The Independent and Pocket-Lint. The success of this programme has provided direct sales support and supported fund-raising - a prospective client called TKR directly after seeing the review in the FT’s How To Spend It to discuss the product offering.