ThinkOutsideLogo_CaseStudyDeveloper 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.

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