Navigating Trade Media to Accelerate Successful Thought Leadership

CLIENT OBJECTIVE.
In 2013, early-stage startup Azuga was introducing its GPS fleet tracking solution to the market, had less than 100 customers, and had yet to receive any press coverage or industry recognition. The Silicon Valley-based company knew its biggest challenge was going to be gaining validation for its price-disruptive business model among a crowded and archaic industry. Secondarily, Azuga wanted to quickly drive sales in its key verticals of landscape, construction, pest control, HVAC, plumbing and electrical, while also expanding brand awareness within the commercial auto insurance industry. ARPR was enlisted to design an earned media strategy, secure media hits, speaking opportunities, byline articles and awards.

ARPR’S APPROACH.
ARPR developed and executed a B2B media relations campaign that showcased the company’s experience as well as secured awards, speaking engagements and onsite press/analyst interviews at industry tradeshows. Through the relationships formed at these trade shows between trade journalists and company executives, ARPR was able to secure byline opportunities for Azuga’s leadership. In addition, the firm worked closely with Azuga to map out strategic moments throughout the year to announce customer success and momentum stories in each vertical.

THE RESULTS.
Over three years, ARPR elevated Azuga from an industry newbie to a formidable competitor by creating a compelling narrative for its cutting-edge technology that has been anthologized through press releases, byline articles, award submissions and more. The strategic positioning has resulted in the connected vehicle technology leader being honored as a Top Mobile Asset Tracking Success Story by Mobile Star, recognized by CTIA as an E-tech Award winner in the Mobile Cloud category, selected as a recipient of the Bronze Stevie Award in the “Most Innovative Tech Company of the Year – Up to 2,500 Employees” category, and named one of Business News Daily’s top GPS Tracking Devices of 2016.

The company has also been featured regularly for its innovative solution and disruptive approach in leading industry publications like Automotive Fleet, Fleet Owner, and GPS World with headlines such as “Azuga Brings Gamification to Fleet Management” and “Azuga Takes on Distracted Driving,” touting the company’s thought leadership and industry expertise. Ultimately, the marcomm efforts at top industry trade shows like NAFA and TU Automotive assisted in penetrating all seven of the aforementioned targeted verticals’ top industry publications. This integrated marcomm approach positioned Azuga as a global fleet management expert, surpassing its competitors like Verizon Networkfleet and GeoTab in volume of both awards and media placements, and ensured the company secured its rightful spot as the fleet telematics industry leader.