KYOCERA ILLUSTRATES “CRIPPLE RIPPLE EFFECT”BUILDS ENTERPRISE BUSINESS STORY
Kyocera was in the midst of a pivot change in its business – seeking to focus more keenly on the B2B Enterprise market – when it approached Echo about raising awareness of its new DuraForce rugged smartphone.
Echo created a campaign designed to illustrate how much money mobile-device failures cost businesses annually allowing us to position Kyocera rugged phones as the clear choice for enterprise companies with mobile workforces. The team worked with VDC Research to conduct a study designed to determine the most common causes of mobile-device failures and which types of mobile devices failed most often.
As part of the study, we polled more than 200 Information Technology decision makers across several industries, including transportation, manufacturing, healthcare and hospitality. Coined the term “Cripple Ripple Effect,” Echo was able to determine the impact a single device failure can have on a company’s productivity and bottom line. The survey found that every device failure can cost an organization 170 to 200 minutes in lost mobile-worker productivity and internal support. With these results in hand, Echo deployed a public relations campaign designed to raise awareness among key vertical markets that mirrored those used in the research.
Prior to this campaign, Kyocera had limited exposure in any vertical media outlets. By creating a compelling story rooted in research, Kyocera generated 435 news stories about its rugged portfolio and generated significant traction in the target vertical markets. The media coverage stemming from this campaign equaled advertising value of $513,869.