Case Studies

Omnipod

Emerging company gets a book chapter, wide industry analyst praise, and broad media coverage

Challenges

  • Getting attention for an unknown developing company that had no media coverage or public relations program
  • Making Omnipod's instant messaging and file sharing services stand out in an already crowded market space
  • Defining Omnipod's version of corporate instant messaging on an enterprise level and differentiating it from other services out there

Actions

  • Examined competitors' products and created and refined Omnipod's core messages
  • Launched aggressive media campaign, writing and disseminating press materials and getting them to the key contacts
  • Initiated a program to get Omnipod's executive team talking to industry analysts on a regular basis
  • Embarked on a strategy to differentiate Omnipod's product through their file sharing offering

Key Results

  • Recognized as experts in the field of instant messaging in a new book Online by John Dvorak, contributing editor for PC Magazine. Omnipod's CTO asked to contribute a chapter on instant messaging
  • Gained an immense amount of credibility, going from obscurity to one of the major players mentioned in their market, within a period of just six months
  • Secured media coverage in more than a dozen target publications, such as PC World, InfoWorld, and Computerworld
  • Gained the attention and respect of a variety of industry analysts from Gartner Group, Giga Information Group, Ferris Research, etc. who have agreed to be contacted as references and speak to the media about Omnipod