Differentiated Media Messaging Outpaces Competitors in a Crowded Market

Exclusive article placed in #1 launch target

Secured 12 media placements

Helped Azuga win share of voice

SAFETY DIFFERENTIATORS LEAD MEDIA STRATEGY

Azuga, a leading provider of connected vehicle and fleet technologies, tasked ARPR with media relations support for the launch of Azuga SafetyCam, a proprietary WiFi-enabled, dash-mounted monitoring solution. With a dozen competitive fleet video monitoring solutions already in the market, ARPR knew it would have to develop a launch strategy that zeroed in on Azuga’s key differentiator - its safety value proposition.

The SafetyCam launch represented a major push to drive awareness for Azuga’s safety-oriented solutions, in an effort to differentiate its offerings and better compete in the crowded fleet tech market. So, ARPR’s primary objective was to secure media coverage in publications reaching Azuga’s target buyers with a clear articulation of the company’s safety messaging.

EXCLUSIVE COVERAGE TO DRIVE DOWNSTREAM MOMENTUM

ARPR devised a targeted media relations strategy focused on vertical market storytelling with publications that we knew would most directly reach Azuga’s buyer personas across pest control, HVAC, landscaping and construction industries. Leveraging deep relationships with fleet tech media, ARPR pursued an exclusive strategy with Automotive Fleet, our #1 target for launch coverage, with a goal to secure a dedicated feature that would subsequently facilitate downstream momentum. As a Bobit Business Media publication, an exclusive with Automotive Fleet would all but ensure syndication across the publishing group’s other relevant fleet outlets that reach Azuga’s key buyer personas. Following outreach for an exclusive, we developed a day-of media outreach strategy to target second-tier fleet publications.

ESTABLISHING THE FLEET TECH INDUSTRY’S SAFETY LEADER

Automotive Fleet immediately jumped at the opportunity for an exclusive interview with Azuga’s CEO. We prepared strategic talking points, and the resulting feature coverage captured desired launch messaging around the value of safety-oriented video solutions for fleet businesses. In line with our launch strategy, the exclusive article was syndicated by two other Bobit Business Media publications - Business Fleet and Work Truck - extending on-message launch coverage to reach a broader fleet business audience. In addition, ARPR exceeded all media relations goals and objectives for the launch, securing 12 total trade media placements across all target vertical markets, with articles in Fleet Owner, ForConstructionPros.com, Pest Management Professional and Lawn & Landscape. Additionally, ARPR’s SafetyCam launch efforts helped the company win at monthly share of voice against top fleet tech competitors for the first time in 2019. The focus on safety differentiators helped set Azuga apart, ultimately outpacing solutions that initially beat them to market.