Distinct PR was approached by Vittis PR to launch an IT Security start-up, called Yoggie Security Systems, into the US and Canadian market. Yoggie was completely unknown and had extremely ambitious goals. Here is what happened:

Background
IT security is a fast moving and highly competitive sector. Every year a large number of new start-ups try to enter the market, competing against large and well-established industry leaders that dominate the sector.
For newcomers, barriers to entry are significant. The market is complex and the line between consumer and business often blurs which can make product positioning a tricky proposition and one that requires a flexible and carefully monitored approach.

Yoggie Security Systems entered the market with its Yoggie Gatekeeper personal security appliance - launching into the US, Canadian and UK markets and catering to businesses and consumers alike.

Challenges
Yoggie Security Systems was an unknown company with a new take on security technology and was determined to break into the North American and UK markets simultaneously and in a short space of time.

As part of that initiative, Yoggie's UK-based PR agency - Vittis Public Relations - engaged Distinct PR to launch the company and its technology in the US and Canada; to build awareness of the Gatekeeper product and support other marketing initiatives.

Campaign Overview
Yoggie's Gatekeeper device was suitable for both business and consumer markets, however, the company's sales efforts were initially geared towards the enterprise market.

Working closely with Yoggie, Distinct PR launched the technology to the North American enterprise market. Core activity focused on:

• Integrated launch planning
• Media Tour with traditional and social Media(face to face and phone briefings)
• Extensive Product review program
• Aggressive trade show support

The success of the launch activity was so significant that it began to generate consumer demand. The consumer response was timely since Yoggie followed its Gatekeeper product with a consumer device called the Yoggie Pico.

Distinct PR launched the Pico six months after the flagship Gatekeeper product. Core activity included:

• Launch planning
• International Media Tour (face to face and phone briefings)
• Product review program
• Editorial competitions & giveaways
• Sponsorship deals
• Trade show support

Results

• Media and analyst response to the Gatekeeper and Pico launch activity was enormous. Every major consumer and enterprise technology publication, as well as a large number of bloggers, newspapers, radio stations and some TV stations, covered Yoggie and its technology.

• Awareness of Yoggie and its products is particularly high among security and gadget media, who have gone on to influence enterprise purchasers and consumers

• Media coverage includes: Wall Street Journal, PC Magazine, PC World, eWeek, Information Week, CNET, ZDNet, Techrepublic, XFM Radio, Globe and Mail, Seattle Times, and Information Security Magazine

• Awards won include: PC Magazine Technical Excellence, CES Best of Innovations and RSA Innovation Station

• Over 100 product reviews organized in first 12 months of PR activity

• Analyst briefings included: Gartner, Yankee, IDC and Forrester

• PR has directly driven orders of Yoggie products