Case Study: Lexar Professional UDMA
Industry: Consumer Electronics

view PDF

In the spring of 2007, the Lexar PR team was charged with launching a next generation technology (UDMA data storage technology) in a market that wasn’t quite ready for it.

The communications challenge was two-fold. First, UDMA technology was slightly ahead of its time and not compatible with professional-level digital cameras. Secondly, the new technology enhanced a 10-year old flash memory card format. (In short, it’s not that exciting news…but the Matter team made it exciting and generated results from the launch!)

To address the challenges, Matter decided to launch the product via a content-rich press release in the weeks leading up to PMA, the imaging industry’s largest trade show. This pre-show timing helped Lexar avoid announcement congestion. In addition, Matter seeded beta UDMA cards for hands-on evaluation at the major media targets, and then managed every aspect of the reviews. In all aspects of the launch initiative, Matter emphasized the many ways that incorporating the new flash cards into the photography process (independent of other non-compatible devices) would improve the user’s experience.

Results

• Secured 100% of key message pull-through in 100% of top-tier media targets
  
  
• Reached more than 13 million potential customers
  
  
• Jump-started Lexar Professional UDMA sales