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Challenge
Clear B2B was appointed to raise awareness and establish the company as a leading player in the world of defence technology – through positioning in the specialist defence press and supporting the launch of its latest Counter Unmanned Aerial System (CUAS) product.
Clear determined that MARSS’ presence at the inaugural World Defense Show (WDS) in Saudi Arabia was the perfect opportunity to showcase its capabilities to attending journalists, launch the new CUAS Interceptor and raise MARSS profile.
Solution
With just 10 weeks between appointment and the start of the show, we developed a strategy to position MARSS as a thought leader in the sector, increase journalists’ awareness and understanding of CUAS technology and build long-term relationships with them.
In advance of the show, we set-up interviews with key industry titles, sent out invites to the press launch for the new MARSS Interceptor, and briefed journalists on why the technology was significant. We also sent journalists a comprehensive press pack containing multiple MARSS editorial pieces.
To showcase MARSS’ technology in action we also invited journalists to a fully operational “Command and Control centre” at WDS. This enabled journalists and potential customers to experience first-hand how to use MARSS’ innovative surveillance technology as the first line of defence against hostile drones.
During the event we gave the press a daily briefing, updating journalists on activity at the MARSS stand, and networked extensively in the media centre, finding out what journalists were looking for and giving them stories that met their needs.
“MARSS was everywhere,” one journalist remarked to us afterwards.
Results
We secured 22 press interviews and 16 journalists attended the Interceptor launch. These led to 42 pieces of coverage including digital and broadcast, and we now have good working relationships with the likes of Bloomberg, the Wall Street Journal, Janes and Forbes - to name just a small sample.
“We were amazed at how much Clear B2B achieved off the back of this one event – successfully using WDS to launch us to the media and give us a springboard to do business in the region. Our technology and the space in which we operate is highly regulated and complex. Clear B2B got it – and got it quickly – and helped journalists understand too.”
