We are experts in technology – wherever it is used, however it is applied and whatever is new. Because we are nimble, scrappy and creative, Makovsky is an ideal fit for technology companies looking to break through and stand out in today’s ever-changing digital world.
In a space that looks different every day, our team works with clients to navigate a complicated landscape and deliver relevant and powerful ideas that move target audiences, social and traditional media and other key influencers. In technology, it is not enough to be relevant just for today’s conversations; the true game changers are those companies that are shaping the voices of tomorrow. Whether it involves a mobile business, app launch, or Fortune 500 leader, our PR campaigns improve the bottom line.
Breaking Away from Traditional Insurance Products
MetLife, a leading insurance provider, was looking to break out of its traditional consideration category of insurance products and position the brand as a tech innovator, committed to customer-centricity and added value.
Leverage target audience to use and adopt new lifestyle app, giving consumers power to trial and error, and provide feedback to improve the app.
Capitalize on MetLife brand to engage existing audience base to spread broader awareness of app and encourage participation with customer experience activations.
Partnered with select mommy bloggers to serve as beta testers of the app.
Launched Infinity, a first-of-its-kind lifestyle app, following successful strategic testing and customer experience activations
Used MetLife internal channels to engage employee base as users, raters and commenters to drive downloads
Established a presence with a pop-up experience at New York Baby Show and Biggest Baby Shower with product demos and direct downloads
Owning the technology midmarket
On the heels of our successful corporate visibility program for Arrow Electronics, Makovsky was tapped again to launch a brand new venture aimed at a category of computer consultants known as VARs, or Value Added Resellers, to help them access a growing but hard-to-serve customer segment: the middle market. Middle market companies, with annual revenues ranging from about $50 million to $2 billion, historically faced Fortune 500-level IT challenges but lacked staff, budgets or expertise to solve them. Until this moment, VARs hadn’t had the customized solutions they needed to serve this growing customer segment. But Arrow ECS was about to change all that.
While the business situation was complex, the remedy was straightforward: Storytelling, launch, ongoing visibility, thought leadership.
The story: we had to tell the story from four different audience vantage points:
VARs needed to know what was in it for them to sign up. Arrow business partners (e.g., IBM, Oracle, others), needed to understand they could sell more products. Arrow internal audiences needed to understand that the new business would mean more business for them, too. The midmarket business community needed to know what to ask their IT providers for. We surveyed midmarket CIOs across the US on their IT needs, wish lists and budgets. This research provided invaluable data, whitepapers and pitch material.
Our key benchmark was number of VAR sign-ups in the program – the client informed us that six months after launch, signups had exceeded expectations.
Our media targets were limited, but every publication reaching the VAR segment, approximately 10 trade publications, had written full feature articles on the program launch and covered future announcements. In addition, we garnered a major feature story in The Wall Street Journal for the midmarket survey. Traditional media impressions hit over 24 million readers and advertising equivalency reached $162,000. Meanwhile, the marketing director for the midmarket program was promoted to a corporate marketing position.
Influencing how the C-SUITE thinks about Cyber Security Risk
Faced with “megabreaches” and theft of more than one-billion information records a year averaging a cost of $154 per record*, the C-Suite has only recently started to realize that cyber security is not just a technology risk, but a profound business and societal risk. In 2012, however, that was not the case. Stroz Friedberg, a consultancy on the leading edge of managing digital risks, was unrecognized and misperceived in part due to negative publicity surrounding its affiliation with Bernie Madoff, for bodyguard services. The firm retained Makovsky to increase its visibility, educate C-suite audience and law firms on digital governance, and provide counsel on building social engagement.
*Source: Ponemon Institute
Makovsky designed a three-pronged strategy to:
Gather intelligence, spread the word and engage online influencers. Makovsky first turned firm intellectual capital into powerful content to convey expertise and differentiation. We held war room sessions with client leadership, engaged them to draft abstracts, and developed a unique annual letter on hot trends to be used as a sales communication that could also spark media attention.
We then spread the word by targeting influencers at national business media, regional outlets, legal and key vertical media, C-suite executives, corporate counsels and law firms. Lastly, we identified the top 50 digital influencers and successfully engaged them to drive brand awareness and exposure.
Stroz Friedberg quickly became more visible among target audiences. Highlights include:
Converted an astounding 74% of Stroz Friedberg executive media interviews into coverage.
Secured approximately 100 articles in a year’s time, with one-third of the results in top-tier media including The Wall Street Journal, Financial Times, Reuters and CNBC.
Arranged for 14 bylined articles in targets such as Forbes.com, National Underwriter and CFO.com.
Increased awareness among law firms and corporate counsels in influential outlets such as Corporate Counsel, LAW.com, ABA Journal and Law 360.