CHALLENGE:
When BLAST partnered with East Bay Technologies, developer of next-generation media search tools, they had never been formally introduced to the media or consumers through an advertising, marketing or public relations campaign. East Bay had no proactive media experience and had never received a single media hit based on PR efforts.

Charged with the sole responsibility of increasing Web site traffic and sales of two products, BLAST was brought on as a public relations partner without the added value of any advertising or marketing support.

SOLUTION:
The BLAST team developed an extensive consumer media plan to reach target buyers.

Efforts largely included comprehensive outreach to computer-related consumer Web sites and publications to reach a narrowed consumer group. Technology-related radio programs and syndicated radio shows were also targeted. The media and consumers embraced the products and we were able to effectively position East Bay as a company on the forefront of personal technology innovation at an affordable price.

RESULTS:
BLAST’s successful media efforts were enforced by the affect it had on sales and Web traffic.

The first month of proactive media outreach, East Bay’s Web site nearly crashed due to the immense boost in visitor traffic. In addition, the two products BLAST was positioning in the media experienced increased sales and the team was awarded two other products to share with the media.

In just four months, East Bay went from having no media placements to more than 50. Highlights of BLAST efforts include coverage in Macworld magazine, USAToday.com, Gannett News, Smart Computing magazine and a radio interview on Computer America, a nationally syndicated talk show.