From wireless phones to healthy foods, Webb PR's launch experience reaches from coast to coast. Success lies in exceeding sales goals and achieving customer acceptance of your product. The buzz begins when Webb PR kicks things into high gear with high-profile media tactics, backed up by more focused approaches to your target audiences.
BIŌTA Brands of America
Ouray-based BIŌTA Brands of America came to Webb PR years before launch, with the idea to bring pristine Rocky Mountain water to people on the go. Not just any bottled water, BIŌTA would be the world’s first bottled water in a degradable, corn-based container. The water would initially launch in specialty stores in Colorado and Southern California. Webb PR developed an all out media strategy designed to both sell product and generate excitement about the water and its vanishing container in future markets.
Results: BIŌTA received outstanding media attention on every AM news program in Denver, plus the coveted front page of the Tuesday Denver Post business section. Coverage with custom photos and media kit images appeared in daily papers statewide. In Los Angeles, media and glitterati alike came to events designed for maximum coverage. Overall, BIŌTA received more than $500,000 in media value. The launch won Webb PR a (best of show) Grand Gold Pick award from the Colorado chapter of the Public Relations Society of America for media relations excellence.
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PENTAX USA, Inc. – Optio S Launch
PENTAX, with an 80-year world tradition in photographic equipment manufacturing, combined media relations and industry buyer awareness to debut its newest high quality digital camera, the Optio S, at the January 2003 Consumer Electronics Show in Las Vegas. The media relations push positioned the tiny camera as one of the “technology stars of the show” and created buyer demand on a level PENTAX has rarely experienced.
Results: By the end of the CES show, orders for the Optio S were rolling in and PENTAX had been named a Finalist in “Best of Show” by TechTV. With over 60 broadcast hits including CNN and Fox News, and print coverage in publications such as the Los Angeles Times, Washington Post, Boston Globe, and USA Today, PC Magazine, Men’s Health, and PC World, the little Optio S became the “gotta have” camera of 2003, with high consumer demand creating three-month back orders.
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USA Home Entertainment
(PolyGram Video)
Webb PR combined media relations and special events tactics to launch the Super Bowl commemorative video for NFL Films and USA Home Entertainment in Denver and St. Louis, for three years in a row. These projects were a true test of Webb tenacity since the videos had to premier just three weeks after the Super Bowl winners were determined in the championship game. The producers madly sprang into action to produce a product that chronicled the winning team’s season and we madly went to work on the hometown market.
Results: Over 300,000 copies of the Denver Broncos Super Bowl XXXII home video were sold, the highest sale figure ever for this hometown video. Client Comment: “It was a pleasure working with you and your staff, and the results of your hard work were outstanding. From logistics to catering to venue, the premiere was prepared and executed extremely well. Beyond that, it was very clear that you have the Denver media relations market covered.” —Kristen Foster, former Director, Public Relations, PolyGram Video
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Brassica Protection Products, LLC
– Brassica Tea launch
The scientists at Johns Hopkins University who discovered the health benefits of broccoli extended their research to develop a method that extracts broccoli’s cancer-fighting antioxidant compound and puts it into tea. Webb PR has represented this joint venture company since 1997. The new tea product was test marketed in Denver, followed by subsequent regional consumer launches across the US. A case history is available upon request.
Results: The Brassica Tea launch exceeded everyone’s expectations. Brassica Tea completely sold out in Colorado and sales were 100% above projections. One day into the media tour, Brassica Tea had to be re-stocked twice in all stores to accommodate the consumer demand. The story was immediately picked up nationally. Video Monitoring Services compiled more than 900 television stories. Brassica’s Web site normally generates 8,000 hits per week. That number jumped to 75,000 hits per week after the launch. National publication hits in recent months include Fitness Magazine, Men’s Health, Prevention Magazine, Muscle & Fitness and USA Weekend.
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Colorado Lottery – Powerball Launch
In November 2000, Colorado residents voted to allow the Colorado Lottery, a state government agency, to add Powerball, a multi-state lottery game to its existing product mix. Planning began immediately to launch a new game, entirely with earned media, to increase revenues for Colorado’s designated Lottery proceeds recipients: parks, recreation, open space and rural schools in Colorado. A case history is available upon request.
Results: Dozens of strategic news angles were developed for launch and post-launch phases to building support and player enthusiasm. Over 3,000 news stories were generated statewide during a six-month period, with 55.5 million impressions (17 impressions per adult in Colorado) and a promotional value of $4.24 million. Colorado immediately became one of the top three Powerball states in per capita sales. Power Play sales (an extra dollar per ticket) in Colorado continue to lead the nation, averaging 30% - the national average is only 5.4%.
Cricket Comfortable Wireless – 5 Markets along Colorado’s Front Range
Cricket Comfortable Wireless is an affordable, unlimited local wireless phone service that took Colorado’s Front Range by storm in 2001. The PR component of the launch relied heavily on a community relations approach, backed up by targeted media relations tactics in each of the Colorado markets. A case history is available upon request.
Results: In Denver, Cricket reached six figure numbers for subscribers after only five months. “In the wireless industry, that’s unheard of.” said Tom Williams, general manager for Cricket in Colorado. (Exact percentages and sales figures are proprietary.)
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