Customer stories

Apple products have long been regarded as relatively secure compared with competing platforms. However, in recent years both the threat landscape and the way we work and study have changed rapidly. Taken together, this has made mobile and Mac security an increasingly important issue — not only for IT departments, but also for leadership teams across both the private and education sectors. Jamf is the global leader in Apple device management and security for enterprise environments.

Read more about how we have worked with Jamf to change perceptions about Apple security in the workplace – in Sweden, Norway, Denmark and Finland.

Imagine you have a type of product that no-one knows about How do you convince them? How do you convince them?

The answer is the same as it was for our customer; a company that produces playgrounds and park equipment that wanted to invest in outdoor gyms and activity sites for the elderly. Not only was this a new segment for our customer, but there was no demand for this kind of equipment on the market.

Strategy

When you want to get people to buy something, one potential and effective route is often to create the feeling that “everyone is buying it”. Our communication surrounding a new product should therefore be based on quickly building up momentum; a feeling that things are happening right now.

We therefore decided to use both a broad strategy and a focused strategy. The target groups were the general public as well as architects, real estate companies and politicians.

Implementation

The broad strategy comprised creating publicity about this new trend of building outdoor gyms and activity sites for the elderly. Using the very first site, located in a suburb in Stockholm, we started to canvas the national media. We soon had publicity in:

– Rapport

– Dagens Nyheter

– Aftonbladet

– Expressen/GT

– Svenska Dagbladet

– SVT’s regional news

The features and articles included interviews with our customer, normally alongside the person in charge from the district council.

This generated awareness among the public, but more importantly it made the decision-makers, the potential buyers, aware of the product.

This is when we put the more focused part of our strategy into action. For this, we targeted architects, landlords and construction companies, and presented the new products primarily through the industry media. We disseminated the news gradually to achieve a ripple effect. In some cases we also contacted pressure groups directly, for example, pensioner organisations.

Results

The results were that the general public became aware of this product. Politicians and civil servants also saw an opportunity to invest in public health. Architects and real estate companies became involved in what had now become a real trend.

We calculated what the return on investment was for this In the first year we generated media coverage that was worth many times the amount of money we had invested. Contact us for a more detailed calculation.

However, the most important result for our customer is: sales quickly shot through the roof and now there are dozens of these facilities around Sweden.