MEDIA LAUNCH INCREASES WEB TRAFFIC BY 130%
The Results
Technica’s launch of Azuray exceeded expectations. In total, the Azuray Technologies company name was mentioned 227 times during the month of its launch, including 24 original articles, 30 reprints of those articles, 52 reprints of the press release and 121 social media mentions. The 24 original news articles, included Greentech Media,VentureBeat, Bloomberg, Oregon Public Broadcasting, Sustainable Business Oregon and a reprint on the New York Times Business Technology web page. Technica Communications continued to support Azuray Technologies in their public relations outreach for two years, until the company dissolved due to funding challenges.
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For the last two years Lisa Ann has been my marketing right-hand. She has provided a public relations bonanza of publications and messaging that exceeded my expectations. Her grasp of our business and marketing messaging is first rate. She has provided insight into the world of renewable energy publications and writers. She has contributed greatly to the marketing effort at Azuray ranging from our website to our exhibition messaging. I appreciate her contribution to our business.
VP Business Development, Azuray Technologies
The Company
Azuray Technologies was a player in the solar power electronics sector with its reliable, efficient products and progressive vision for the PV industry. It was dedicated to designing world class solar power electronics solutions that increase the energy harvest while at the same time reducing the overall cost of Solar PV systems.
The Strategy
In 2010,Technica Communications recognized Azuray Technologies was a new entrant into the already crowded market sector of solar distributed electronics. To counter the lack of novelty surrounding the Azuray product announcement,Technica conducted a thorough competitive analysis and developed messaging that could best position Azuray to grab media and customer attention. To lift the media interest further,Technica recommended a dual press release approach, one announcing the technology in general and another announcing a partnership with a leading junction box manufacturer. In timing the releases,Technica recommended posting them on the same day, one week before Solar Power International 2010, thus securing attention ahead of other solar announcements expected the week of the show. Finally, to maximize exposure,Technica advised the two Azuray releases coincide with a large SunTech release in which Azuray was to be mentioned, to take advantage of the name recognition of the well known solar manufacturer.
Azuray’s three releases successfully made reporters take notice of the young startup. Technica began media outreach to target journalists under embargo 10 days before the Azuray launch and scheduled six interviews for the company before its launch date. On Tuesday October 5th, two press releases were posted on Business Wire for American and Asian distribution, while the third SunTech release was posted worldwide. This wire distribution landed the company two more interviews.
