Developer and marketer of full-size, collapsible keyboard for PDAs and handhelds
Challenge: Launch company and generate awareness of PDA keyboard
Strategy: Create a need for a product that many opinion leaders thought there wasn’t a market for by “converting” them from skeptics to supporters
Tactics: High-level press tour; extensive review program
Benefits: Opinion leader endorsement and recommendations; coverage in major news media, including NYT, WSJ, SJ Mercury, Business Week, Fortune, Forbes, CNN, etc.