Strategy
Applying research from JD Powers indicating significant consumer safety concerns around autonomous vehicles, Rainier pivoted Foresight’s technical messaging to focus on the QuadSight product’s unique ability to provide self-driving cars with 100% visibility in all driving conditions. Rainier created a new tagline, “Automotive Vision, Perfected,” as a central messaging vision for everyone involved in the campaign, including Foresight’s key audiences in the automotive ecosystem. After studying more than 300 automotive technology announcements from CES 2017, Rainier recommended the following strategies to push Foresight ahead of CES 2018 noise:
- Announce six days before show opening.
- Relentlessly pursue media and analyst meetings with pitching outreach starting 2.5 months before CES to get well ahead of the CES pitch onslaught.
- Secure a full slate of embargoed pre-briefings with analysts and horizontal and automotive trade media.
- Secure a visionary market quote from a premier automotive market analyst to lend credibility to Foresight’s announcement.
- Conceive and execute new video and multimedia resources that could easily be embedded in stories for maximum visual impact.
Results
Rainier exceeded the client’s goal for both PR and business-development metrics. At the onset of the relationship, Foresight’s main goals were to attract not just media and analyst attention and coverage, but also to entice potential automotive OEM customers to see the QuadSight product demo. Rainier achieved the following results:
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- Secured 18 high-profile, unique pieces of coverage in analyst reports and media outlets, including top automotive publications, including Motor Trend and Automotive World.
- Generated nearly 400 new customer leads, many top-tier OEMs and automotive companies, who visited the Foresight booth.
- Increased Foresight’s website activity by 30%, with page views up by 56% and the average session up by 40%.
- Garnered top-tier business coverage included videos on MSNBC and CNBC, articles and a story in International Business Times, as well as favorable analyst mentions/reports in Frost & Sullivan and IHS Markit.
- Overall, Rainier’s media relations and analyst efforts netted more than 65 million views of unique coverage and nearly 100 million views of the news release.
