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Case Study: How a Technology Company Leveraged March Madness Live Streaming to Increase Visibility for Its Own Product

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Company: eTelemetry
Contact: Ermis Sfakiyanudis, CEO of eTelemetry
Location: Annapolis, MD
Industry: Internet technology, B2B
Annual revenue: Confidential
Number of employees: 20

Quick Read:

US businesses stand to lose over $1 billion in combined productivity every year during the live Internet broadcast of the NCAA March Madness tournament, according to estimates from Challenger, Gray & Christmas, an outplacement consulting firm headquartered in Chicago.

That's a statement that would make the average company executive stop and take note. And that's exactly what Annapolis-based eTelemetry counted on when it used that statistic, along with some careful product positioning and the endorsement of a satisfied client (both of which helped to rein in privacy concerns), to pitch its Metron product as an employee-monitoring solution capable of curbing such loss during March Madness and otherwise.

The pitch succeeded in garnering the attention of The Washington Post, and Fast Company, among others—a total readership/audience of over 24 million—in turn leading to a 69% boost in the company's Web traffic.


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Kimberly Smith is a staff writer for MarketingProfs. Reach her via

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  • by Shilpa Wed Oct 22, 2008 via web

    Strategically seized the opportunity to set the ball rolling and work in their self-interest

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