Case Study: Z-Wave

Challenge

Over the last decade, Z-Wave has earned a reputation as one of the most powerful and dependable technology platforms for the “smart home.” But in the past two years, it has begun to face serious challenges from competing technologies, most notably Zigbee and Bluetooth. And with major electronics industry players like Apple and Google jumping into the smart home arena, the fight to maintain and expand market share is becoming more difficult by the day.

Approach

The Z-Wave Alliance, a consortium of over 300 companies dedicated to developing products based on the Z-Wave standard, hired Bulldog Communications to solidify its market position and to withstand the challenges of the new, up-and-coming technologies. Bulldog produced a comprehensive strategic public relations campaign that encompassed both trade and consumer media, as well as industry analysts and other influencers. Meetings with editor and reporters were set up at major industry trade shows, allowing Z-Wave Alliance representatives to convey their message directly to their primary target audiences. Bulldog was also available to assist Z-Wave Alliance member companies with their individual PR efforts, ensuring that the Z-Wave portion of their messages was in concert with the overall brand.

Bulldog also worked extensively on the social media effort for Z-Wave. In addition, to generating posts for the existing Facebook page, Bulldog also created a Twitter account which garnered almost 1500 followers in only four months.

Results

The campaign yielded outstanding results, both in terms of quantity and quality. Bulldog was able to generate thousands of media hits over a two-year period, not only in well-respected trade media but high-profile consumer media, including The New York Times, Wall Street Journal, San Francisco Examiner, L.A. Times, and more. Bulldog also set up numerous media interviews for Z-Wave Alliance Chairman Mark Walters, positioning him as an expert in smart home technology as well as “The Internet of Things.”

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