Back Market is all about saving you money and saving the planet one device at a time. So it's safe to say that the annual Apple events, where the company releases and manufactures millions of new devices, comes with a bit of dismay among the French start-up. However, this year they appeared to not be the only ones. A large chunk of the coverage around the new iPhones was lackluster at best. Back Market came to Wired Island to formulate a plan to give this message legs : The iPhone 6s is still one of the best smartphones around. It contains and represents the last round of real innovation and features we love like a beautiful retina display and camera, touch ID, and a head phone jack. The slowing of innovative feature releases, and rising of iPhone prices, made this a pretty strong argument.
The Wired Island team created a campaign to capitalize on this buzz and messaging around consumers and influencers. In addition to a successful media relations campaign, the team incorporated the #heretostay campaign into Back Market's Twitter content. We convinced the team to pour even more gasoline on the fire with a paid Twitter campaign. With just $100 and supporting video content, impressions nearly doubled for overall tweets compared to the previous month. Average engagement across the campaign was 2.7%, up from 1.2% the previous month. Even with a small paid budget, Wired Island was able to greatly amplify the reach of various well performing #heretostay tweets and the Back Market profile.
With the amount of coverage and conversations around this particular Apple release, Wired Island was able to successfully intertwine Back Market's messaging through a balanced "PRocial" approach. Read more about our social media and other digital marketing services here.
Optomec recently attended RAPID-TCT, the leading industry event for additive manufacturing in North America. Tradeshows are an important element of the marketing strategy at Optomec and one that gives the company an opportunity to connect with customers and show off their technology in real time. Getting a machine to the show is no small task so we knew we needed to help Optomec get the most of its efforts. Industry events are overwhelming for both the vendors exhibiting and the customers and prospects walking the floor. We knew we needed to have sharp, streamlined messaging so that visitors to Optomec's booth would get a clear picture of what's new and different. We helped Optomec plan its presence at the show by defining the messaging and developing marketing materials specifically for this event. The messaging was reinforced on the website, via the company's social channels, and in our media relations efforts. We managed all the public relations activities including distributing the press release, securing pre-show coverage, meeting press contacts at the event and follow up coverage in key vertical and trade press. Following the event, we coordinated lead nurturing campaigns to help streamline the sales process.
It's hard enough to get attention for clients when they have new and innovative offerings, especially over the holidays. So, you can imagine our challenge in helping Back Market gain attention during the busy gift-shopping period at the end of the year. Back Market's core message is about the value of buying refurbished electronics and that is especially important during the lead-up to Christmas.
Back Market had another amazing year of growth in the US, and beyond, selling refurbished electronics. The company added over 1,000 new product categories and works with over 800 professional refurbishers. Its marketplace provides customers with a wide range of certified refurbished devices at a fraction of the cost of new. So during the holidays, when everything is on sale and everyone is looking for the new best thing - how do you breakthrough the noise with a message that says the opposite - old is new?
We brainstormed a number of ways to get attention for Back Market during this hectic but critical time. We knew that the top three reasons customers shop on Back Market were price, quality, and to make an environmentally friendly purchase. With all the sales and discounts happening during this time, we focused our messaging on the last two: quality and conscience.
First, we surveyed customers last year who said it was ok to give refurbished as a gift. Customers can be further reassured by Back Market's like-new buying experience including gifting-friendly return policies, and hard-to-beat warranties. Second, we know that customers will be looking for the thrill of the deal, and gift-giving is fun, and Back Market is here to help people shop consciously while still getting their loved ones what they want, and at decent prices. That is the holiday message we were able to share with CNBC and GreenBiz.
Finally, we realized that many customers are not aware of the variety of items that can be refurbished. We created a holiday gift guide for a quick visual and easy to digest list for anyone from the chef in your life to the new parents. These "Top X number here" lists continue to be popular as consumers with limited time to digest content seek out information from their trusted sources.
Fortunately, everyone won with this approach: Back Market, the customer, and the planet. Back Market got their message out, and consumers looking for value and to make an environmentally conscious purchase for the holidays got a great selection of devices.
The success of Storefront and their clients make it evident that things are changing in retail. The Wired Island team collected many great stories to tell by connecting with Storefront clients, and learning their goals and results of their pop-up stores. However, we wanted to take this one step further by adding some data to these anecdotal stories. Unable to find any current studies of the pop-up industry, the team decided to create a survey to study what industries were using short term retail, what were their reasons for doing so, were they successful, and other retail industry insights. We knew we needed to have third party assistance and validation for this study, and it just so happened that a college not too far from the current Wired Island HQ has a Department of Retail. Mark Rosenbaum, Fulbrighter, Professor, and Department of Retailing Chair at the University of South Carolina advised the team on question creation, collection and analysis, lending an experienced and academic lens to the research. Wired Island coordinated the creation and launch through the survey platform, including the design and distribution of an email campaign.
With nearly 600 respondents, the survey found that more than 80 percent of the respondents who had done at least one pop-up indicated the activation was a success, and 58 percent said they would be likely to do another one. An interesting finding was that sales was not the main goal for the majority of these stores, unlike traditional brick & mortar operations. Instead, new metrics such as social media engagement, web site traffic and enhancing customer relationships are the primary reasons to do a pop-up. While an increase in sales wasn't a top reason to do a pop-up, it was still considered an important result, finishing just behind "improve market visibility" which was cited by slightly more than half of the respondents as the most important result.
Armed with these new insights, Storefront and Univ. of SC organized a webinar to give a full analysis of the study. Wired Island crafted a media relations campaign to share the findings, promoting the webinar and Storefront as an expert in the space. Supporting content development included a press release and infographic. The study was well received among webinar attendees and press, including a feature in Business Insider and other trade publications.
Wired Island works with Delair on an extensive content development program, much of it featuring case studies of successful use of its drones in commercial enterprises. We recently documented the use of a Delair solution by surveying firm Crafton Tull and the asset developed became the cornerstone for a sponsored content program in the top-tier surveying journal xyHt, as well as a presentation the customer delivered at a key industry event.
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Retail TouchPoints, an online trade publication for retail executives, tapped Storefront for their Executive Viewpoints section. Wired Island secured the opportunity and created content to position Storefront as an expert in the industry. The article takes a unique look at the changes retail is seeing as it relates to the trends in the larger economy and other sectors. The bylined article gave the client the opportunity to present their unique value add among the intersection of retail trends to other industry experts and key players.
We may take for granted the way we interact with our devices, but Synaptics doesn't. Synaptics (SYNA), is a leading developer of human interface technology that we find in many of the consumer electronics products we use every day. The screen pinch to expand a photo on our phone, the "hey" voice command to activate Siri and the facial and fingerprint recognition to access our devices are all features enabled by this $1.7 billion semiconductor company's technology. For three decades, Synaptics' human interface solutions have been enabling us to engage with our devices in innovative and intuitive ways.
Synaptics innovative interface and display solutions are deployed in end-user products around the world, making the leadership team a wealth of insight into the future of our everyday technology. Wired Island has been working with the execs at Synaptics to harness this insight, particularly for contributed opportunities. Two of Synaptics' Senior Vice Presidents were selected to regularly contribute to the Forbes Technology Council. We worked with them to create content around the future of IoT and the evolution of perceptive intelligence and then coordinated topics, details and feedback with the Forbes editors. We also helped Synaptics repurpose this narrative for its blog and social. The bylined article gave the client the opportunity to present its unique value add in the future of consumer electronics, IoT and Edge AI.
"A new generation " indeed, ecosystem " of devices, will be driven by interfaces that perceive your wants and needs. Welcome to the future of IoT and perceptive intelligence, where user interaction is optional and contextual awareness is machine learning enabled. When devices transition from collecting and transferring information to using that information intelligently on their own, computing has become ambient."
Wired Island also helps develop content to reach Synaptics' more technical audiences in the engineering community, with in-depth articles targeting specific application areas and end markets. A sampling of articles we have assisted in the development and placement of include:
EE Times, Electronic Design, Information Display, Streaming Media and Electronic Products
Wired Island has been retained by a leading global advisory firm that specializes in helping SMEs and mid-cap companies with cross-border investments and international expansion. Our newest client, Altios International has come to us for assistance in articulating their value proposition through compelling content. Altios sees a globalized world as an infinite source of sustainable growth by connecting local markets, people and cultures. We are happy to be working with Altios and its international client base.
With more than 25 offices around the world, Altios provides a unique value to companies looking to grow internationally. Altios serves organizations in all stages of international expansion, from market research to set up and investment. Through initial sourcing sessions with Altios directors and clients, we learned about the values that set Altios apart from other service providers. Altios believes that a long-term international expansion strategy relies on the ability to «Think local and Act global ». In every country where Altios operates it has deep local roots so they know the markets, people and cultures inside and out. A key benefit that Altios provides - in addition to a wide range of services - is an expansive international network in-tune with local markets and a customized approach to client service. Altios strives to develop win-win partnerships with its clients through a shared focus on entrepreneurship and profitable growth. Altios is helping businesses address their logistical and operational needs during an international expansion so that the client can focus on what they do best.
This is just one of the key messages and stories that Altios has hired Wired Island to capture and tell. With a wealth of success stories and international expertise, Wired Island will help Altios articulate its unique value to international clients.
If you would like to learn more about how Wired Island can help with your content creation and strategy, visit our services page.
For 2020 being the longest year ever this summer is flying by. We continue to feel grateful for our work and the success and resiliency of our clients. This resiliency is highlighted in many ways, but being able to quickly shift to full remote work is certainly one of them.
We brainstormed with our client at Back Market early on in the shutdown about how they were keeping their unique, "rebels-with-a-cause", culture alive with their now 250+ totally remote workforce. The co-founders had a unique viewpoint that even though they were doing some pretty cool, hip, remote bonding initiatives, they don't believe that is what is powering their remote employees. When it comes to keeping employees motivated, engaged and happy, it really boils down to the driving force behind the company. Having a strong, society-impacting mission as a company has continued to motivate and bring employees together even if they can't be face to face.
Wired Island worked with the client to craft this contributed article and find it a home. We hope you enjoy this valuable lesson in employee engagement.
We are excited to report Wired Island is growing. We've had a productive year with our B2B technology clients and are looking to expand our team. To keep up with our new business opportunities, daily work and communication strategies on behalf of Wired Island, we are looking for an entry level associate to join our team. This is a great opportunity to learn the ropes of a dynamic and fast-paced industry. We are looking to partner with a freelancer who could be available 10-20 hours a week and has a demonstrated knowledge and some experience in these key areas:
This is an excellent opportunity for a student or recent grad to gain experience in a range of marketing communication strategies while working with a global client base. We are a small team and treat our partners and clients like family. We are looking for someone who is organized and can operate effectively and autonomously. We hope to make a lifelong connection, no matter how long we work together. Perks include somewhat flexible hours on a hybrid model, company sponsored happy hours, and some of the cutest assistants in the biz. If this sounds like you or someone you know, please contact us.
Some of the tasks and responsibilities would include:
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