Case Study: Lexar Media

Industry: Consumer Electronics

Project: Media Relations Event Programs

Results
  • Close work with the Slashgear tester ensured Lexar was made aware of positive results in advance, eliminating the chance of unexpected negative coverage
  • The Lexar Professional 600x card won "Best in Class," beating top competitor SanDisk in 2 out of 3 scenarios for speed
  • Additional coverage of Lexar Firewire 800 reader included in the speed testing
  • Lexar is positioned as "a well-respected CompactFlash supplier for professional users"
  • Lexar Director of Product Marketing said: "This is great! I like 'Lexar = Best in Class"

Situation

Lexar digital memory products are known in the professional photography industry to be fast and reliable - both attributes prized by photographers. This is a tough target audience to impress. Lexar places high priority on head-to-head product reviews of their Professional photography product line to showcase product reliability and speed Lexar sought media coverage to support the launch of the Professional 600x CompactFlash memory card. In order to achieve the clients goal, Matter focused on its established relationships with editors and journalists and began to push the product to the press.

Solution

The Matter team collaborated with Lexar product and management teams to drive the international news cycle, launch three products and successfully execute the CES PR plan.

  • By consistently reaching out to top-tier media contacts known to conduct regular product reviews, the PR team ensured Lexar remained top-of-mind with editors looking for product
  • To promote the launch of the high-speed 32GB 600x card, the PR team secured an in-depth, benchmarking review with a top-priority media outlet, Slashgear.com, pitting Lexar against its top competitors