Post on 11-Jun-2022
ENTERPRISE TECH: BRANDS BUILT BY AIRFOIL
Much rests on your company’s next big thing: market price, competitive standing, employee confidence and your reputation as innovation leaders.
Our work for major enterprise brands has created a wealth of best practices and media relationships that can be leveraged for your next product launch.
Airfoil has the messaging, marketing and media relations solutions and services that help you outpace the competition, create new categories, and win awards and the accolades of your peers.
POSITIONING ALTAIR AS A “HIGH-TECH” COMPANY TO WATCH
BRAND MESSAGING,
MEDIA RELATIONS,
CREATIVE STORYTELLINGAltair, a Michigan-based global
engineering company, is focused on
changing the way companies design
products and make decisions. Altair
turned to Airfoil to help demonstrate
and drive brand awareness of its global
operations, success and expertise. Airfoil
developed a strategy to strengthen
Altair’s brand awareness as a “high-tech
company to watch,” by showcasing the
domain expertise of its people and
technology.
Airfoil created external relevancy for
Altair’s corporate brand by aligning the
company and its people with high-tech
innovation. Airfoil tailored storytelling to
increase the value and quality of stories
across strategic national media outlets,
leveraging emerging and poignant trends
such as MPG regulations, lightweighting,
sports technology, the convergence of 3D
printing and engineering, and nature-
inspired design to cultivate relationships
with influential audiences.
Airfoil’s efforts led to hundreds of
engagements with news media and
industry analysts. Altair was featured in
a full-page article in Forbes, a
Bloomberg BusinessWeek Innovator
column on the company’s CMO, and
feature articles in the Wall Street
Journal, WIRED, Popular Mechanics,
Fast Company and the New York Times.
THE CLIENT CHALLENGE THE AIRFOIL SOLUTION THE RESULTS
“Today’s most advanced engineering software is taking us
back to nature.”
-Forbes
DATA DRIVEN STORYTELLING
“A lot of times you can
get better deals on eBay
than on a retailer’s
website. . . It’s an amazing
place to score discounts.”
-USA Today
MEDIA RELATIONS
eBay wanted to build upon its ongoing
holiday shopping program and position
itself as the retail destination for
consumers seeking the largest selection
of holiday deals and inventory. Its
objective was to enhance eBay
prominence and message placement in
the media and increase the volume of
unique, ownable eBay “holiday” stories.
Airfoil targeted deals reporters and
national consumer media to push out
trends, data and deals during the holiday
news window, while managing a news
bureau to provide media with eBay
resources and data to inform their
stories. The team leveraged executive
quotes, velocity stats and eBay trending
data to control messaging around scarce
items that might skew negative due to
high list prices.
The program generated nearly 250
stories and more than 3.4 million
impressions during the holiday season,
a 76 percent increase in volume over
the previous year. The increase in
coverage made eBay competitive with
dominant retailers during the holiday
season.
THE CLIENT CHALLENGE THE AIRFOIL SOLUTION THE RESULTS
76%Coverage Volume
17 YEARS OF PARTNERSHIP
MEDIA RELATIONS,
THOUGHT LEADERSHIP
DISCRETE PROGRAMS Microsoft was looking to build a bridge.
A chasm separated the tech giant from
small-business owners and consumers,
many of whom saw Microsoft as a global
corporation existing only to serve other
huge companies.
Airfoil helped Microsoft establish a
deeper connection with consumers,
small businesses and local enterprises.
The agency also provided the compass
to help navigate the unpredictable,
ever-evolving terrain of digital
communications.
Airfoil’s work began by establishing
meaningful relationships with influencers
and media. To get Microsoft’s story told,
Airfoil developed media and content
strategies focused on making the tech giant
more relevant to a wider variety of
audiences. That strategy included
generating campaign-driven media relations
programs in 25 major U.S. markets.
Airfoil also leveraged thought leadership
contributions attributed to Microsoft
executives that reached key audiences via
syndication.
THE CLIENT CHALLENGE THE AIRFOIL SOLUTION THE RESULTS
“You Guys Rock!”
-Steve Fielding,Senior Marketing Communications
Manager, Microsoft
Airfoil’s work spanned local and global
markets alike, boosting awareness and
engagement with Microsoft’s extensive
portfolio of products. For the better
part of two decades, Airfoil’s diligence,
versatility and flexibility helped
Microsoft forge a stronger relationship
with small-business owners,
consumers, enterprise customers and
partners alike.
Download our full historical program.
ENGAGING RETAIL DECISION BUSINESS MAKERS
MEDIA RELATIONS
THOUGHT LEADERSHIP
BYLINE PROGRAM For over a decade, Airfoil promoted the
omnichannel retail expertise of
ecommerce start-up Fry, which was
eventually acquired by Micros and then
Oracle. Airfoil educated the market on
Micros’ omni-channel retail strategy and
elevated awareness of its corresponding
product suite and market leadership.
Airfoil led numerous media relations
campaigns targeting the leading retail
trade outlets with a series of tailored
news pitches, customer testimonials, new
product announcements, new customer
announcements and byline articles.
Airfoil utilized the founder’s successful
startup track record to position him as an
expert source on ecommerce trends to
the New York Times and USA Today. The
founder was a frequent go-to source
during the holiday shopping season.
THE CLIENT CHALLENGE THE AIRFOIL SOLUTION THE RESULTS
Micros-Retail’s omnichannel
solution will allow us to deliver strong business growth while providing a
unified experience for our customers
across all channels.
Over the course of one 12-month
period, Airfoil placed more than 30
news stories in retail outlets such as
Chain Store News, Stores Magazine,
Internet Retailer, RIS News, DigiDay, and
Bloomberg BusinessWeek. Airfoil also
secured coverage in USA Today which
was syndicated to several daily
newspapers in major metro markets
throughout the U.S.
BUILDING NVIDIA’S AUTOMOTIVE BRAND STORY
CREATIVE STORYTELLING
MEDIA RELATIONS
SPEAKING ENAGEMENTSWhile well-known in the technology
industry, NVIDIA, the inventor of
graphics processing units for gaming
and professional markets, wanted to
showcase its work with domestic
automakers. In the absence of “hard
news” for the auto sector, Airfoil used
creative storytelling to make NVIDIA a
known automotive player in Detroit
and Silicon Valley.
Airfoil booked speaking engagements at
CAR MBS, CES, SAE World Congress,
Ward’s Interior Conference, Connected
Car Expo and Telematics Update. Airfoil
then announced the opening of NVIDIA’s
Ann Arbor tech center and secured media
coverage in key publications such as
Forbes, Engadget and Crain’s Detroit
Business. At the end of the program,
NVIDIA was engaged in talks with the “Big
3” about adding its technology to their
vehicles.
THE CLIENT CHALLENGE THE AIRFOIL SOLUTION THE RESULTS
“NVIDIA… pairs a Tegra chip with a more advanced discrete GPU to
give carmakers an idea of the future…”
– PC Mag
Media Recognition
78media
stories
11speaking
engagements
57media
briefings
Media Coverage & Speaking
NVIDIA went from 25
percent of the media
recognizing its brand
across auto and tech,
to 97 percent at the end of the program.