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Harvard has helped many companies through change; so it is with M-Systems who invented and pioneered the market for ‘key chain storage’ with its DiskOnKey technology. For many, the product had come to be seen as a gimmick consumer device, often used as a freebie give-away. However, with the advent of a built-in processor, the technology had grown-up and now needed to be positioned as a serious business tool.
To promote the new market – for a portable storage device now able to run applications – Harvard developed a three-pronged PR strategy to: assist sales by supporting OEM partners; get products favourably reviewed; achieve due recognition for M-Systems as the category pioneers. A key tactic was a Points of View campaign which included opinion pieces on mobile working, convergence, security and the overall future of ‘key chain storage’ technology. This was supported by pan-European press tours, a journalist relationship management initiative and a product review programme.
The PR campaign has been successful in broadening M-Systems’ media exposure from just the PC and gadget press into the ‘serious’ IT and business press. Consequently, the company has cemented its position as the lading world-wide manufacturer of ‘key chain storage’ and a company continuing to pioneer its use in mainstream business computing.
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