Memjet Takes the Printing World by Storm
Situation & Challenges
Memjet promises to revolutionize color printing, making fast (60ppm), high-quality printing possible at a breakthrough price/performance.
The company has several things going for it. An impressive technology backed by more than 1,600 U.S. patents. Industry analysts who were enthusiastic about the announcement. And a management team of experienced printer veterans, many of whom came from HP.
However, there were challenges. For the initial announcement, time was short. The company was virtually unknown. It was a technology, not a product announcement, which is always less credible around veterans of “vaporware” claims. And the announcement was taking place at an inkjet conference in Prague, Czechoslovakia, meaning that the spokespeople were not available during normal U.S. business hours.
Memjet wanted to attract Original Equipment Manufacturer (OEM) companies that would bring the technology to market.
To maximize exposure, Kay:
- Developed four basic messages
- Wrote the news release
- Wrote a fact sheet
- Helped develop the FAQs (frequently asked questions) for the web
- Distributed the announcement individually to more than 80 key editors
- Arranged for international distribution over the wire
- Identified questions the reporters were likely to ask.
- Screened media calls and answered basic questions.
- Arranged media interviews, providing background on the reporters and publications.
- Wrote photo captions.
- Supplied editors with information and photos.
Memjet received favorable coverage in major target publications, including:
- Business Week
- The Economist
- Investor’s Business Daily
- PC Magazine
- PC World
- Scientific American
A host of other traditional publications, not to mention more than 100 blog posts, also covered the announcement.
Kay continued to support the company for various announcements, generating publicity in publications such as
- Associated Press
- Network World
- TechTalk with Craig Peterson
The coverage was almost universally positive. Some representative quotes:
“If Memjet delivers, hold onto your hats. Because printing is going to change. Big time.”
“This technology could turn the printer industry on its head.”
InfoMarkt (German industry analyst publication)
“It’s not often that a technological breakthrough from a little-known company abruptly emerges with the potential to shake the very foundations of a mature market, such as printing. But that is exactly what Silverbrook (the research arm) has done with Memjet.”
The MFP Report
The exposure has generated interest in Memjet from many potential business partners.
The announcement has been recognized by five professional awards, including a Platinum Award from the League of American Communications Professionals (LACP), which rated the program as one of the top 50 publicity campaigns of the year. The other awards came from the Hermes Creative Awards and from MarCom Awards.
“Kay has been an instrumental part of our Memjet PR strategy and execution. Kay is both up-to-date on current PR/industry trends and brings a wealth of experience and solid business judgment to all that she does. She delivers on her commitments and often extends beyond them. I highly recommend Kay for any business needing a trusted and experienced PR partner.”