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Case Study 6: Launch an Existing Product to a Mainstream Consumer

Objective
Secure coverage for Ultimate Ears’ consumer earphones in mainstream publications.

Challenge
The products have received tremendous media coverage in industry specific outlets. Our challenge was to break the barriers with the non-industry, mass appeal magazines and overcome price-related obstacles.

Solution
Alpaytac created new marketing/press kit folders to streamline the Ultimate Ears messaging and to clearly communicate the differentiating factors and superior quality of Ultimate Ears products. Alpaytac leveraged Ultimate Ears’ hands-on experience in the music industry and their celebrity clientele to appeal to mainstream media and consumers. While maintaining the core messaging, Alpaytac segmented the outreach with targeted pitches to women’s interest, fitness, men’s interest, etc. magazines. This resulted in record-breaking impressions with features in publications like Rolling Stone, Men’s Health, Shape, Fitness, Self, Playsoccer, Smash magazines and more.

Services
Strategic Public Relations
Brand Development
Brand positioning
Integrated marketing communications
Marketing research
Creative consultation
Grassroots informational programs
Corporate identity collateral materials