EveryThink partnered with Rainier to create and execute a go-to-market campaign for the company’s personal information management (PIM) mobile app. While the app was functionally quite different than a host of competing apps (including entrenched industry giants like Microsoft’s Outlook), breaking through the noise would be no easy feat, especially with a launch deadline that was three weeks away. Rainier jumped into action to solidify messaging, competitive positioning, web copy, and even app functionality in advance of the launch.
Rainier-Driven Strategy
Rainier’s EveryThink campaign turned into a great example of “Lean Startup” style agility. While the initial introduction of EveryThink did result in a positive review in Laptop Magazine, the extensive feedback throughout the media-briefing process provided input to modify the app itself, as well as to escalate the PR program.
Rainier counseled EveryThink on additional methods to present the app – including developing a user guide and collaborating on an “explainer video” from Epipheo Studios. Just a few months later, the relaunch of EveryThink was highly successful, and reviews from high-profile meda outlets Cult of Mac and Financial Times had immediate impact on the number of app downloads.
The market presented yet another challenge when the flat design of Apple’s iOS 7 emerged in complete conflict with EveryThink’s deliberate skeuomorphic (representative) design. In response, Rainier and EveryThink developed messaging and thought-leadership materials to advocate for the relevance and value of skeuomorphic design. When Rainier announced the iPad version of the EveryThink app, the resulting downloads showed the company’s pre-announcement arguments for skeuomorphic design had paid off.
Results:
- EveryThink sold 10,000+ units in 2013
- 12 positive reviews – including coverage in Financial Times, Laptop Magazine and The Cult of Mac.
- EveryThink is consistently ranked in the top #100 productivity apps for the iPhone – the highest ranking occurring at #8 as an immediate result of theCult of Mac article.
- Positive feedback on EveryThink’s patent-pending Drag-hover-Drop (DhD) technology – even from editors that didn’t like the skeuomorphic design
- Byline placement in VentureBeat on skeuomorphic design
- Connected EveryThink with leading analysts/influencers like Gerry Purdy of Mobiletrax and Productivity Guru Stever Robbins.
- Numerous reporters gave the EveryThink 5 stars and several have said they continue to use the app personally.
