D-Link selected Spark as its retained agency to focus on building its credibility in the business market, largely as a result of the agency’s extensive experience in delivering creative, hard-hitting PR programmes for numerous b2b networking vendors. The company also wanted to retain its profile as a leader in the consumer market. Spark was therefore tasked with hitting influencers across all areas of networking. By offering coverage guarantees, Spark was able to reassure D-Link that it would deliver on its promises, not just in terms of volume, but also in the communication of its message.
Creating inroads into the b2b market
Spark’s initial strategy was to focus on the company’s messaging as existing content was focused on consumer rather than business pain points. This formed the basis for a number of topical stories that would resonate with a b2b audience in order to demonstrate D-Link’s understanding of current business issues. These included:
- Green IT – As the topic is a media hot button Spark needed to create an angle that would ensure that D-Link stood out from the crowd, in order to ensure its message of genuine leadership in Green IT would not be lost. Spark and D-Link focused on product efficiency rather than taking the standard power-saving route. The message that products would make businesses more competitive and efficient without the hefty price tag attached was picked up by many publications including V3 and Computerworld.
- 25th anniversary of wireless networking technology – D-Link’s strengths in the business market had not been communicated effectively to date. By demonstrating its b2b networking heritage, through highlighting milestones that the company had been involved in, Spark was able to secure media coverage in publications such as The Economist. As a result D-Link has been able to remind people that it is in fact a longstanding player in the networking industry and, though not involved in the invention of wireless, it was instrumental in the development of the technology.
Improving the impact of product & channel PR
Spark also took a fresh approach to product announcements by leading with the context and business benefits of the solution, rather than writing about technology for technology’s sake. This not only helped influencers understand the significance of a new product immediately, resulting in better quality and quantity of coverage; it also illustrated that D-Link’s R&D was focused on business users’ requirements and any innovations that the company made were driven by this.
While it was important to establish D-Link’s credibility with business users through the end user press, key to successfully dominating the b2b market is always the channel as it is a vital influencer in changing perceptions of a company, not least as it is D-Link’s only route to market. This was another reason why D-Link chose to work with Spark, as it had significant channel experience and knew how to tailor content to a channel audience.
Spark focused on creating channel partner advocates through announcements that demonstrated D-Link’s commitment to the channel, the company’s strategy, what it offers the channel and company USPs. For instance, a Bell Micro announcement illustrated the distributor’s strengths and achievements in b2b and how D-Link products would be part of a wider solution.
Increasing consumer understanding
The consumer programme has to date focused on high-profile reviews in publications such as the Mirror, the Daily Telegraph, Computer Shopper, PC Advisor and Computer Active. Positive reviews have not only raised the profile of the company’s strengths in consumer networking, they have also created a need for D-Link’s consumer products. By focusing content on consumer benefits and demonstrating how technology can improve consumer lifestyles Spark was able to generate widespread media interest. For example, PowerLine content has focused on bringing high-quality high-definition television to any room in the home.
“We saw a massive difference in the way that Spark approached the development of content and this has resulted in a major shift in both channel and business user perceptions of the company. Our credibility with these audiences has improved dramatically in a very short period of time, which has had a significant impact on sales. The big difference is that Spark not only understands our business strategy but can pull this through into messaging and content. Spark takes a more planned and strategic approach that leads to the kinds of results we are looking for in b2b, channel and consumer titles. In fact I would go as far as to say that the team exceeded our expectations, given the short time frame in which it has started to achieve this shift in perception.”
D-Link
D-Link selected Spark as its retained agency to focus on building its credibility in the business market, largely as a result of the agency’s extensive experience in delivering creative, hard-hitting PR programmes for numerous b2b networking vendors. The company also wanted to retain its profile as a leader in the consumer market. Spark was therefore tasked with hitting influencers across all areas of networking. By offering coverage guarantees, Spark was able to reassure D-Link that it would deliver on its promises, not just in terms of volume, but also in the communication of its message.
Creating inroads into the b2b market
Spark’s initial strategy was to focus on the company’s messaging as existing content was focused on consumer rather than business pain points. This formed the basis for a number of topical stories that would resonate with a b2b audience in order to demonstrate D-Link’s understanding of current business issues. These included:
- Green IT – As the topic is a media hot button Spark needed to create an angle that would ensure that D-Link stood out from the crowd, in order to ensure its message of genuine leadership in Green IT would not be lost. Spark and D-Link focused on product efficiency rather than taking the standard power-saving route. The message that products would make businesses more competitive and efficient without the hefty price tag attached was picked up by many publications including V3 and Computerworld.
- 25th anniversary of wireless networking technology – D-Link’s strengths in the business market had not been communicated effectively to date. By demonstrating its b2b networking heritage, through highlighting milestones that the company had been involved in, Spark was able to secure media coverage in publications such as The Economist. As a result D-Link has been able to remind people that it is in fact a longstanding player in the networking industry and, though not involved in the invention of wireless, it was instrumental in the development of the technology.
Improving the impact of product & channel PR
Spark also took a fresh approach to product announcements by leading with the context and business benefits of the solution, rather than writing about technology for technology’s sake. This not only helped influencers understand the significance of a new product immediately, resulting in better quality and quantity of coverage; it also illustrated that D-Link’s R&D was focused on business users’ requirements and any innovations that the company made were driven by this.
While it was important to establish D-Link’s credibility with business users through the end user press, key to successfully dominating the b2b market is always the channel as it is a vital influencer in changing perceptions of a company, not least as it is D-Link’s only route to market. This was another reason why D-Link chose to work with Spark, as it had significant channel experience and knew how to tailor content to a channel audience.
Spark focused on creating channel partner advocates through announcements that demonstrated D-Link’s commitment to the channel, the company’s strategy, what it offers the channel and company USPs. For instance, a Bell Micro announcement illustrated the distributor’s strengths and achievements in b2b and how D-Link products would be part of a wider solution.
Increasing consumer understanding
The consumer programme has to date focused on high-profile reviews in publications such as the Mirror, the Daily Telegraph, Computer Shopper, PC Advisor and Computer Active. Positive reviews have not only raised the profile of the company’s strengths in consumer networking, they have also created a need for D-Link’s consumer products. By focusing content on consumer benefits and demonstrating how technology can improve consumer lifestyles Spark was able to generate widespread media interest. For example, PowerLine content has focused on bringing high-quality high-definition television to any room in the home.
“We saw a massive difference in the way that Spark approached the development of content and this has resulted in a major shift in both channel and business user perceptions of the company. Our credibility with these audiences has improved dramatically in a very short period of time, which has had a significant impact on sales. The big difference is that Spark not only understands our business strategy but can pull this through into messaging and content. Spark takes a more planned and strategic approach that leads to the kinds of results we are looking for in b2b, channel and consumer titles. In fact I would go as far as to say that the team exceeded our expectations, given the short time frame in which it has started to achieve this shift in perception.”