Approaching a Product Launch From Multiple Story Angles for Maximum Impact
“Carla [and team] developed the most comprehensive and innovative PR plan for our Kidstation e-commerce start-up that I have ever seen.”
Principal, Net Effect Technologies, Inc., which provided funding for Kidstation
Partnering with Net Effect Technologies, Carla and her team helped launch Kidstation, a line of ergonomically designed computer stations for children, aimed at encouraging good posture and positioning at a young age.
The team secured a broad range of media coverage that spanned consumer, business, design, furniture, kids’ products, technology, health – print, broadcast and online – which had a direct impact on the company’s bottom line.
According to Yudie Fishman, principal of a private equity group that funded Kidstation, “Carla came up with innovative ways to get exposure in markets and in media vehicles that were not at all obvious at first glance.”
What paid off, in the end, was the team’s persistence in building relationships with reporters and editors – even before a story involving the client was in the works. Carla found herself in long conversations with writers, brainstorming a variety of story angles – at one point even spending time on the phone with a NYC-based reporter after 9-11, just talking. Another conversation with a booker for a morning news show at Toy Fair resulted in a spontaneous planning of a segment on toy trends, which featured Kidstation’s president.
Carla and her team recruited outside authorities on children’s ergonomics and cast a wide net for a variety of media outlets. This relentless pursuit of media resulted in exposure across the spectrum, from Fortune to Parade, from Parent to AARP, from The New York Times to local TV news to The Today Show. Coverage even included a full-page story in the Los Angeles Times – pictures and all.
Because the campaign was so comprehensive and coverage so wide-ranging, it opened doors for Net Effect Technologies with other companies. The very day Fishman was meeting with a potential new partner for another business, the Fortune story on Kidstation hit – underscoring the strength of Fishman’s ability to nurture a company to success. Talk about fortuitous timing!