G-Tech

G-Tech is a leading manufacturer and supplier of innovative mobile computing and consumer electronic products. The company is committed to supplying customers with competitively priced products and the very best in customer service. G-Tech’s innovative products, created with an emphasis on quality, style, and function give customers a competitive edge in the market from design to delivery.

The Challenge

PAN set out to create a big splash for the launch of G-Tech’s iPod-enabled Messenger Bags. Geared to mobile, tech-savvy users, the bags allow users to stow their Apple iPod inside the bag and control the device from the strap, eliminating the hassles of fumbling to work the device while on the go. The new G-Tech Messenger Bag features a first-of-its-kind built-in speaker to deliver stereo-quality external sound, so people can share their music with friends.

G-Tech wanted to gauge early interest among the technology community and create a buzz with a consumer audience. The success of the launch hinged on finding the right timing to bring this unique product to market, and gaining strong coverage in both traditional print media as well as the most elite technology blogs. Gaining these coveted media spots would require a good deal of persistence and media savvy. Moreover, pitching the coverage among top technology blogs required a different tact than traditional print reporters. The story had to have an edge to have a chance of getting covered.

The Approach

The PAN team advised G-Tech that it would be optimum to time the launch to coincide with the release of gift guides in major media outlets. The team then honed in on the best targets, selecting reporters they knew would be receptive to this type of product overview based on in-depth analysis of their previous stories. The team worked diligently to identify and reach out to gift guide reporters. Highlighting the clever and unique features of the G-Tech bag, the team piqued the interest of top reporters. For technology blogs, they explained how the lightweight, washable smart control fabrics in the bags would revolutionize design in consumer electronics and wearable products. The bags utilize Eleksen’s ElekTex smart fabric controls, a unique five-layer laminate of electrically conductive materials that transform fabric into an electronic touchpad. The technology replaces hard touch pads, flexi-circuits and polymer switches which have limited the growth of the wearable electronics market with restrictive wiring.

The Results

The PAN team achieved outstanding results within just two weeks of the product launch. A reporter for USA Today not only included the Messenger Bags in the print and blog edition of the gift guide, he interviewed a G-Tech spokesperson and incorporated several of his comments in the story. PAN garnered coverage in the Technology section of the print and blog editions of the New York Times, the Gift Guide section of the Boston Herald, and the Personal Technology section of the Boston Globe. In addition, three top blogs: CrunchGear.com, Gizmodo.com, and EnGadget.com reviewed the product—gaining key coverage among an audience of early adopters of technology.