Case Study: Sigma Corporation of America

Industry: Photography

Project: Public Relations Program

Results
  • Facilitated and secured 150 positively-toned, hands-on reviews and more than 60 in-person briefings with writers at top publications like Gizmodo and Popular Photography in first year and a half of partnership
  • Submitted for and won 11 awards for a total of 15 different products
  • Scholarship web page deemed most popular, non-product page in 2010 with nearly 300,000 page views

Situation

Sigma Corporation of America wanted to build brand loyalty and awareness by developing stronger relationships with the media, securing more hands-on products reviews, and reaching a younger consumer audience.

Solution

  • The Matter team conducted aggressive outreach to photography and technology media, creating a proactive system for managing product reviews, and updating writers and editors about new product releases
  • The media outreach was bolstered by a strong PR effort at key industry trade shows and events, which involved securing one-on-one media briefings and interview opportunities
  • Matter worked with the client to create the Sigma Corporation of America Scholarship to generate excitement and introduce high school photographers to the brand
  • Matter established a highly engaging social media presence on both Twitter and Facebook. This social media activity leads to daily interactions with consumers and members of the media, and serves as a channel for customer support and the sharing of product news and reviews