The Situation:

A Calgary-based consumer electronics firm with an revolutionary solution to delivering natural 5.1 surround sound audio in headphones was just starting up. The company needed to establish their brand, positioning, and corporate identity in support of its impending product launch at the largest consumer electronics show "CES" in Las Vegas. The company also needed to raise start-up capital and required help developing their investor presentation and supporting information.

The Challenge:

We needed to help launch a company with a revolutionary new product, completely unlike its competitors at the start of the new recessionary period with a skeleton team and modest funding. We needed to get a lot done quickly and affordably.

The Approach:

The main objective was to position the product as a "must have" peripheral for hard core PC gamers in the first person shooter category. The product was brand new and had no retail distribution, therefore we had to build an ecommerce site to sell the product while building retail channels. Once the ecommerce site was up, Psyko was launched at the consumer electronics show in Las Vegas.  The primary intention was to win a major award thus generating interest with the media and bloggers. The media would then introduce the product to the public. The launch was supported with on-line search marketing on Google and Facebook.

The Results:

The Psyko product received several show awards, dozens of reviews, and interest from key and industry insiders and the retail community. We continued to serve in the role of interim director of marketing for 18 months while we actively recruited candidates to play the role full time.

Program Deliverables

• Define the brand
• Direct the corporate identity development
• Develop the creative and strategic briefs
• Develop key sales messages and campaignable idea
• Competitive review, keyword research, market planning

• Design and build website and tracking
• Set-up ecommerce system
• Develop introduction video
• Develop sales landing pages
• Develop tradeshow display & literature
• Product photography
• Investor presentation
• Develop retail sales kit

• Tradeshow sales
• Search engine optimization
• Pay per click campaign management and portal advertising
• Performance tracking and analytics