TOUCHSTAR
Copywriting & PR
The Challenges
TouchStar is a well-known brand in the telematics industry. They help warehouse managers run smooth and slick operations and attain optimum efficiency.
In this TouchStar case study, Essential was enlisted to assist in repositioning TouchStar as a managed services company, rather than merely a technology solutions provider. We will showcase the solution and results that propelled the client to new heights.
The Solution
Essential designed a PR programme that would move the company away from product announcements and talking only of technology, to one that revolved around thought leadership.
To achieve this, we crafted insightful opinion pieces tailored to the sectors that TouchStar aimed to collaborate with. Subsequently, we strategically positioned these pieces within the trade and vertical press. Ensuring that they resonated effectively within the desired industry circles.
We engaged in thorough research to identify relevant trends and themes that provide opportunities for TouchStar to showcase its technology and expertise. Simultaneously, we align our efforts with TouchStar’s schedule, allowing us to develop marketing content strategically. This approach ensures that our content not only addresses current industry trends. But, also caters to TouchStar’s specific timeline, aiming to resonate with both new and existing customers.
The Result
TouchStar’s ambition to reposition itself got off to a great start, with carefully selected industry professionals attending a roundtable event to discuss the new concept of the Elastic Warehouse.
The sales team consistently receives requests for copies of the white paper, serving as an effective tool to initiate conversations with potential clients. Additionally, the strategic placement of by-lined articles has played a crucial role in enhancing TouchStar’s visibility within the media landscape. This success has led to TouchStar becoming a valued contributing member of the ‘My Logistics’ blog team, further solidifying its presence and influence in the industry.