Avidian Technologies
Challenge
Avidian Technologies, founded in 2002, is one of the
fastest-growing technology companies in Washington state. Its
flagship product, Prophet, is a sales management software that
has been very popular with small business users. Avidian’s
challenge was to build awareness of its product in a space
already crowded with a number of established competitors -
including Microsoft.
Strategy
Connect PR developed a multi-pronged strategy to create and
build awareness of Avidian’s products among targeted audiences.
Press and analyst briefings were scheduled to coincide
with product launches.
Bylined articles and customer case studies were created
and pitched to key publications.
Company profiles and CEO interviews were placed in local
and small business/entrepreneur publications.
Awards opportunities were identified and nominations were
submitted.
Product reviews were pitched to print and online media.
Results
Since 2003, when Avidian launched Prophet, the number of
articles featuring the company and its products has steadily
grown, by an average of 20% per year.
Avidian has been covered in print and online publications
including the following:
Computerworld
Entrepreneur
eWeek
Inc. Magazine
InfoWorld
Managing Automation
Mobile Enterprise
Network Computing
Network World
PC Magazine
PC World
Puget Sound Business Journal
Sales & Marketing Management
The Seattle Times
Small Business Computing
Small Business Technology Magazine
WashingtonCEO
Windows IT Pro
In addition, Avidian has formed relationships with key
members of the tech trade and small business press, who
recognize the company as an innovator and leader in its space.
Comments
"Here’s what I’ve learned about PR while working with
Connect PR. Other agencies talk about PR like it’s some magic,
black-box thing. Connect PR believes it’s hard work, follow
through, and discipline. Being strategic in who we want to
target and going after them is important to Avidian. We get that
kind of strategic insight from Connect PR. I appreciate the
discipline and the process Connect uses in their PR efforts. We
like the results we’ve gotten from working with Connect and
found that there is a direct correlation between the amount of
PR we receive and the amount of leads/inquiries we get.” - James
Wong, CEO, Avidian Technologies
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