Eleksen

1. Situation Analysis

Eleksen, the inventor and manufacturer of ElekTex smart fabric touchpads for consumer electronics, was looking to bring its ElekTex brand to the consumer marketplace. PAN had already created buzz around Eleksen as an OEM selling the technology to manufacturers but had only begun to educate consumers on the capabilities. With its ElekTex brand, Eleksen was looking to further its “Digital Lifestyle” concept which sought to better integrate the consumer’s love affair with technology and fashion.

Eleksen had consistently pioneered new and imaginative ways to allow people to connect with their digital devices, and ElekTex would open up new doors in the world of fashion to do this. For the first time, Eleksen’s technology allowed people to connect their cell phones, iPods, and MP3’s from the sleeve of their jacket, the lapel of their suit, or the strap of their backpack.

But, there was an education process involved here. Most consumers had never even heard of smart-fabrics, let alone believed that it could feasibly be integrated into a garment or handbag. PAN and Eleksen took on the task of educating the consumer and started with the consumer press. In addition, PAN wanted to find a forum for Eleksen to educate a larger group of people and determined that MAGIC – one of the largest fashion tradeshows of the year in Las Vegas – would be the perfect place to reach a large audience of both designers and the fashion/consumer press.

2. Statement of Objectives

The PAN team set out to:

• Create awareness of Eleksen’s ElekTex technology by reaching out to the fashion and consumer audience and bloggers. This group tends to want the “scoop” on new fashions and trends.
• Educating the consumer press on the uses of ElekTex and how it would affect the future of wearable technology.
• Securing coverage in high-profile blogs was a top priority because Eleksen’s core audience avidly reads them to learn about the latest and greatest gadgets.
• Capitalize on Eleksen’s MAGIC presence to demonstrate the technlology to key bloggers and online press and give them the opportunity to capture it on video for posting to the Web.

3. Program Planning and Strategy

The team began by setting up multiple briefings with top consumer reporters including Walt Mossberg of the Wall Street Journal and Booth Moore of the Los Angeles Times to explain the technology. Samples of ElekTex-enabled products, from keyboards to jackets, were set to magazines from Shape to Men’s Health. Our goal was to get as much “buzz” around the wearable technology as possible.

One of the ways we sought out to do this was with our strategic alliance with Eleksen’s partner, Good Hope Bags. The company utilized ElekTex in its line of backpacks and messenger bags. It would be a win-win partnership, with both Good Hope and Eleksen receiving attention for their products. In addition, Eleksen was planning to exhibit at MAGIC in Las Vegas. PAN seized the opportunity to make a big splash by taking advantage of the attention focused on this show. The challenge was huge as thousands of companies were attempting to do the same.

The PAN team narrowed outreach to top fashion and design publications and secured pre-briefings for the show with WWD, DNR, and California Apparel News. At the tradeshow, the PAN team hit the floor pulling as much media to the booth as possible for a hands-on look at ElekTex and its capabilities.

4. Results Documentation

The PAN team’s strategy was a hit, the consumer press and blogosphere were intrigued by ElekTex and the doors it would open up for the fashion and consumer electronics industry. The PAN team was able to create a consumer brand for ElekTex that left a lasting impression on the consumer audience.

Secured Coverage:

5. Good Hope Bags Success Story

Good Hope Bags also received a tremendous amount of media attention for their backpacks with ElekTex integration. The company sky rocketed into the mainstream media and blogosphere through the PAN teams initiatives. This included: