PixSell
Issues/Challenges:
PixSell is an information technology company that specializes in the management, application and distribution of geo-spatial data. One of the organization’s strengths is in creating web-based applications that can be used by Geographic Information System (GIS) managers for projects such as watershed management and community development. As an emerging technology company that deals with highly technical products and services, PixSell was faced with the challenge of promoting services to a core audience of potential users while, at the same time, educating prospective outside investors and partners about the industry in which it operates.
Strategies:
- Build momentum for the company in the space/remote sensing media on a limited budget
- Establish PixSell as a superior geo-spatial information technology presence within the industry it operates
- Raise awareness among community press
- Create a positive image, understanding and appreciation of PixSell among stakeholders in the communities in which it operates (Southern Mississippi and Northern Virginia)
- Reach out to vertical markets via their trade press
- Educate customers in new markets about the possible benefits of PixSell’s technology via those markets’ trade publications
Activities:
- Work with PixSell to establish a cost-effective means to distribute press releases to appropriate media on a regular basis
- Help the company to create press releases with a technical audience in mind—editing each release to be more news reporter-friendly
- Distribution of releases through cost-effective means, such as via e-mail and through free or inexpensive news release posting services on the web
- Aggressively follow up with key reporters to secure placement in prime publications and on relevant websites
Results:
This outreach, headed by Lindberg Group, successfully helped raise the profile of PixSell within the GIS/remote sensing industry, as well as generated additional phone and e-mail traffic at PixSell on a relatively cost-effective basis.