Client: GuideTech
GuideTech is a high-tech company with great products. After
changing its name from Guide Technology Inc. to one easy-to-remember
word, it wanted to create a brand that would be quickly recognized
in the semiconductor test market for its cost effective test
and measurement solutions. e21 designed a completely new
look for the company, more in line with their actual business
goals, and realigned its industry image by using a “wraparound” approach
to marketing communications, successfully integrating the
company's public relations, trade advertising, product collateral,
and tradeshow design to produce a unified and effective market
presence.
Client: InnoCentive
InnoCentive is a unique online community dedicated to matching trained scientists
from all over the world, with science-based corporations seeking innovative
solutions to challenging R&D problems. Starting in 2001, through its marketing
firm in Asia, e21 has successfully generated widespread recognition
for InnoCentive and provided market education to the Greater China arena through
media publicity, press conferences, and sponsorships.
e21 also implemented a comprehensive University and Government Outreach
Program in China comprising academic events, partnerships, and competitions,
resulted in recruitment of 30,000 new scientists over a 2-year period.
In addition to promotional activities in China, e21 is partnering with local
PR agencies in Tokyo and Seoul to launch the client's Japanese and Korean
Web sites, respectively, with a planned series of in-country press conferences
and other events. In the US, e21 continues as InnoCentive’s PR agency.
Client: Konka Group, Ltd.
Konka, the largest branded consumer electronics manufacturer and retailer
in China, launched its U.S. operation in Silicon Valley with a small staff
and a very limited budget – factors totally different from its China
marketing strategy. e21, recognized by Konka as a successful public relations
agency in San Francisco and Beijing, was asked to help brand
this unknown entity in the highly competitive U.S. market, and to achieve market
share, visibility, and penetration of retail outlets through innovative channel
marketing strategy.
Through public relations efforts, e21 positioned Konka as a maker of high-end
TVs by widely publicizing its soon-to-be-introduced HDTV’s and by leveraging
its novelty as the first major CE manufacturer from China to enter the U.S.
market. e21 targeted and received coverage from prestigious media such as
the NY Times and CNN, and obtained product reviews in almost all major CE
media.
e21 also helped build Konka’s retail channel of regional retailers,
moving to big box electronics stores in the second year. Our strategy was
to focus on the elegant design features of Konka's products through the tagline "Designs
for Life." We used CES and smaller local trade shows to showcase Konka’s
products. e21 developed a branding look-and-feel for Konka, producing product
literature, Web site, corporate brochure, retail marketing and sales guides,
and packaging. For CES e21 designed, directed construction, equipped, and
staffed a 50'x60' booth. This CES show resulted in the successful signing
of several major new retail accounts for Konka.
Client: OSIsoft, China
OSIsoft is the world's leader in real-time performance management software
with over 10,000 installations in 80 countries. To help the company penetrate
the lucrative Chinese market and manage emerging government standards that
threatened its business, OSIsoft retained e21to develop a market education
and awareness campaign.
e21 developed a comprehensive program consisting of Chinese language Web site
and collateral, media relations, advertising, seminars, conferences, and direct
marketing programs. Today, the company has over 100 applications in China and
is widely recognized as a leader in its industry segment.
