Case Study: ATG
Industry: e-Commerce Software

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ATG’s software powers the e-commerce Web sites of the world’s largest online sellers (such as Best Buy, Neiman Marcus and Sephora), but the company’s customers are reticent to support vendor PR efforts.

Every year, the holiday online shopping season gets an incredible amount of media attention. Many stories focus on “Black Friday”(the Friday after Thanksgiving, which is largely regarded as the busiest in-store shopping day of the year) and “Cyber Monday”(the Monday after Thanksgiving, which is positioned as the busiest online shopping day of the year).

The Matter team developed a two-pronged strategy to take advantage of this inevitable flurry of media coverage about online shopping while overcoming the ‘lack of customer references’ challenge:

1. Based on anecdotal research into ATG’scustomer base, we created a point of view that refuted the claim of Cyber Monday being the busiest online shopping day of the year. This provided a fresh angle to reporters who were doing the “required” stories about Cyber Monday.
   
   
2. To break through the noise of vendors offering “opinions” about the holiday shopping season, ATG co-sponsored a survey with the leading trade publication for onlinesellers, Internet Retailer. The results provided a variety of statistics to provide credibility and proof to ATG’sassertions to the media.

Results

• Most frequently quoted e-commerce software vendor
  
  
• Reached target customers through trade press saturation
  
  
• Significant presence in national business and consumer media