Mio Technology: Awareness and market share campaign
In 2005 Mio Technology, manufacturer of enabling devices such as GPS systems, doubled its sales volume compared to 2004 and increased its market share to around 10% - a top four position amongst GPS vendors in France. The figures are equally compelling in terms of PR performance. In 2005, France represented 12% of Mio’s European sales and had a corresponding share of the company’s PR and marketing budget, yet generated 43% of all European press coverage secured during the year – nearly 350 pieces of coverage.“Hotwire has been directly responsible for the brand’s level of recognition and reference in France. We have come from being the unknown underdog in 2004 to being in the top four in the European market today.” Leo Exter, European Marketing Manager at Mio technology.
How did Hotwire take Mio Technology from virtual unknown in the French mobile global positioning system (GPS) market, to being a recognised top four player, competing with giants like TomTom, Medion and Navman, in one year’s time?
On of the challenges was that the GPS market is relatively new in France, yet it is dominated by a number of established market leaders. Breaking through with a new product and brand represented a significant challenge. Furthermore, GPS was considered a “techie” gadget and somewhat geeky, with very limited interest from media beyond the motoring and technology press. Hotwire’s strategic approach and implementation was to divide the programme into three strategic elements: going beyond the typical technology purchaser by targeting new markets (lifestyle media), establishing Mio Technology’s corporate credentials (business and trade) and establishing brand credibility with enthusiasts and opinion leaders (consumer tech/auto/GPS media).
Targeting lifestyle PR: In France, GPS navigation systems are a traditionally male purchase, associated with cars and gadgets. Hotwire’s approach involved identifying and targeting new user segments and highlighting the applicability of GPS – and Mio Technology in particular – to these groups.
Cycling was highlighted as a perfect example. It is traditionally close to the hearts and minds of most French people, but not typically associated with GPS navigation systems – despite the fact that Mio’s technology is equally suited to cyclists and pedestrians as well as drivers. Hotwire arranged for Mio Technology to support a group of French mountain bikers on their mission to cross the Pyrenees in a record 12 days, and publicised the group’s use of Mio on their quest.
Building a corporate profile: To establish Mio Technology as an opinion leader and genuine force in the GPS industry, Hotwire developed and issued quarterly ‘state of the market’ reports to key trade and business press. This approach recognised the need to establish the company’s business credentials, as well as targeting the business audience as potential consumers.
Establishing brand credibility: To underpin the other elements of the campaign targeting the wider consumer and corporate segments, Hotwire managed a trade media to reach acknowledged experts and opinion leaders within the GPS and technology media.
This element of the programme comprised regular product announcements and media tours, and an extensive reviews programme to drive base level coverage and interest, and establish the brand’s credibility.
The focus on the three sectors established a dialogue with the business press and created awareness of Mio Technology and its products with key audiences, well beyond traditional GPS purchasers.
Mid-way through 2005 Mio Technology conducted research into consumer purchase behaviour. The findings identified the internet as the first and primary source of information for potential GPS navigation system purchasers. In response, Hotwire researched and validated more than 50 specialist web sites, discussion forums and blogs covering mobility and associated technology and targeted these outlets with the objective of doubling online coverage and references to Mio Technology.
This shift is reflected in the resulting coverage analysis: during the first six months of 2005, traditional print and web articles were equivalent in volume, but by the second half of the year, while the overall volume of coverage continued to mount, online coverage outstripped print stories by a factor of two in comparative terms.
Hotwire’s approach to PR for Mio Technology outperformed all expectations. The strong coverage in the traditional GPS and mobility press was surpassed by the results from the broader campaigns, with around 70% of all coverage coming from ‘non-traditional’ and mainstream media. This included television coverage on M6 and LCI, radio coverage on Radio France, Europe 1 and France Info, regional exposure with Nice matin and le Petit Niçois, as well as ‘enthusiast' press coverage with titles such as Orientation Magazine, and Carnets d'Aventures.
The client’s satisfaction with Hotwire’s strategic approach and implementation resulted in Hotwire being entrusted to advise on Mio Technology’s advertising campaign.
Mio Technology has been introduced to the French market with startling success. Not only has Hotwire’s campaign taken it from a virtual unknown into one of top players in the GPS market, it has taken a GPS brand out of the technology pages and deep into the lifestyle press for the first time:
· 349 articles were published in France in 2005
· French coverage accounted for 43% of Mio Technology’s European press coverage (according to the company’s data), despite a notably lower proportion of the marketing spend
With a share of voice significantly greater than its budget or market presence logically deserves, the success of Hotwire’s PR campaign 2005 has enabled Mio Technology to continue to grow market share into 2006 and beyond.
To establish Mio Technology as an opinion leader and genuine force in the GPS industry, Hotwire developed and issued quarterly ‘state of the market’ reports to key trade and business press. This approach recognised the need to establish the company’s business credentials, as well as targeting the business audience as potential consumers.
