Distinct PR was engaged by a young start-up company named Sutus Inc. to promote a new multi-service business gateway (MSBG) product. Although the product had been officially launched to the Media during its Beta phase there had been very little Press and analyst interest. With the market beginning to heat up, Sutus needed to make an impact if it was to succeed. Here are the facts:

Background
The multi-service business gateway market is relatively young but in the last few years has begun to see rapid development. There is no clear market leader, however, both Microsoft and Cisco have products that compete on many levels in the market and the other primary competitors are very active.

Aimed primarily at the SMB sector, MSBGs - sometimes known as 'office-in-a-box' technology - are all-in-one devices that run the entire telephone and IT infrastructure for a business. Although the underdeveloped state of the MSBG market means that there is market share to be seized, it also means a great deal of customer and channel education required - something that can be difficult for a young start-up with modest PR and marketing funds at its disposal.

After a successful Beta testing program, Sutus launched the Business Central into the North American market, using Distinct PR to conduct an aggressive public relations campaign in support of the product.

Challenges
Sutus was not only an unknown start-up but was operating in a product sector that was not yet on the radar of many journalists. In addition, not only were there vendors such as Microsoft and Cisco active in the market but Sutus' other primary competitors had products already selling in the market.

Sutus' initial route to market was 100% Channel-based, however, it would not be enough to promote the Business Central solely to the Channel because, quite simply, too few end-users were aware of the technology. Though the competition had first mover advantage on Sutus, there were little evidence they were working to educate the target market. Unsurprisingly, although some trade technology publications had covered MSBGs, there was virtually no Channel, mainstream technology or business sector awareness.

Campaign Overview
The Business Central was the only product on the market designed (four years in development) specifically for small businesses. As well as operating the entire telephone and IT infrastructure for a small business, the device had been designed as a hosted services gateway. With resellers, cable companies, Telcos, ISPs and ITSPs all desperate to break open the small business services market, Sutus was in an ideal position to open the door to this market.

Distinct PR undertook an intense launch program in order to promote the product and technology to the North American market. Channel, Trade, General Technology and Business journalists were targeted and core activity focused on:

• Launch planning
• Press materials generation
• Comprehensive Media Tour (face to face and phone briefings with Print, Online and Broadcast Media)
• Extensive Awards program
• Trade show support

Launch activity began to show strong results within weeks. Following an aggressive period of media relations, Distinct PR set up briefings and product reviews with high profile publications in every sector and resulting coverage had a dramatic effect on Sutus Channel relations and end-user interest. In addition, issues-based news generation has been instrumental in positioning Sutus as a major innovator and market-leader in MSBGs.

Results
• Media response to the existence of MSBG technology and the Business Central has been strong and delivered consistent, ongoing media coverage

• The Business Central won six industry awards in five months, including IT Expo 'Best of Show', VON 'Innovator', Unified Communications 'Product of the Year', Internet Telephony 'Product of the Year', Network Products Guide 'Product Innovation'

• Awareness of Sutus and its product is particularly high amongst Telco, Channel and Technology Media who have subsequently influenced Channel players and end-users

• Media coverage includes: InfoWorld, PC Magazine, Globe and Mail, National Post, CRN, Network World, Channel Vision, Communications News, Fierce Telecom and VoIP Planet

• Major product reviews published in dozens of target publications

• PR has directly driven orders of Sutus products