Question

Topic: Advertising/PR

How To Make A Boring Tech Company Sound Exciting

Posted by Anonymous on 2/8/2009 at 5:50 PM ET 250 Points
I work for a tech PR firm in silicon valley. One if my clients create chips and reference designs for OEMs for consumer electronics.

They are announching a new reference design for PC to TV connectivity. I am having trouble thinking if a good angle to pitch them since they do not really even have a physical product.

I am trying to place them as thought leaders and ahead of the trend for unique digital home solutions.

Any ideas in how to make this sound exciting even though my client only makes reference designs?
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RESPONSES

  • Posted by Peter (henna gaijin) on 2/8/2009 at 6:12 PM Accepted
    Talk up the benefits of this new reference design over the older designs. Answer the question why they did it (from a customer's perspective). Hopefully the answer comes down to something that matters to customers, like faster, cheaper, more powerful, etc.
  • Posted by Jay Hamilton-Roth on 2/9/2009 at 8:46 AM Accepted
    It sounds like you're trying to do B2B PR, not B2C (since consumers don't care about the reference design).

    Is their design yet another "PC To TV solution" or is theirs based on years of research with the top PC, TV, and entertainment companies?

    Thought leaders isn't a strong angle. But if there previous designs have payed off handsomely in the past, then you have some leverage in saying "Don't miss the boat. We know what we're talking about and now's the chance to work with us to leapfrog the competition."
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