Marketing Challenge: Strategic Promotional Investment for the Long Haul
The Case of the Company
That “Did Some PR”
VIA Technologies (Fremont, CA) was one of over a dozen companies supplying core logic chipsets to PC manufacturers. This crowded market segment was dominated by Intel with slices of market share divided among too many players. VIA had a variety of great products, but few knew of them.
Concurrent with a stepped up international sales effort and an aggressive R&D program, VIA embarked on a basic but consistent trade publicity program. An agency was hired to “do some PR.” Marketing plans were shared, a company story was written and a string of well- differentiated products were effectively publicized gaining attention in key trade media. Editorial opportunities were researched and tracked and electronics trade reporters were encouraged to interview VIA managers about industry and technology trends. Press coverage began growing. A percentage of management’s time was committed to press relations. During the first year opinion articles, written by the agency for VIA’s president and director of sales, ran in top-tier target media. People ceased asking if VIA was out of business. A very basic public relations program was in place and beginning to have an effect.