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Reaching New Customers for Twisted Pair Solutions

Last week my colleague Heather looked at some of our team’s great work for our client Mobidia. This week, I thought we would take a look at our work for Twisted Pair Solutions, a company here in Seattle that delivers push-to-talk over broadband solutions.

Need to link all different types of communications networks and devices together? Twisted Pair is your answer. Its WAVE® communications platform lets enterprises and public-sector agencies extend land mobile radios and other communication systems to allow teams of employees, whether mobile or in offices, to connect through voice, text and data regardless of network, carrier, protocol or device.

That means that a police officer in the field with a radio handset can easily talk to his supervisor in the office carrying a BlackBerry or an iPhone—a really game-changing bit of technology for a lot of public- and private-sector organizations.

We began working with Twisted Pair in the spring of 2013 to grow awareness of its suite of software applications in key markets, including public safety, aerospace and transportation, utilities, retail, logistics and more. To do this, we set a few objectives for ourselves:

  • Build brand recognition among key customer segments and develop thought-leadership over competing solutions
  • Educate press and potential customers about the benefits of Twisted Pair’s software in business- and mission-critical communications
  • Position Twisted Pair as the leader in push-to-talk over broadband solutions

Our Strategy

Over the last 10 months, we have worked to create more awareness of Twisted Pair’s product among key markets in several ways. For one, we developed case studies on the implementation of Twisted Pair’s WAVE software by several customers. We were then able to share these case studies with press, while Twisted Pair’s sales team could use them as marketing tools as they introduced their solution to new markets.

We also supported Twisted Pair around ongoing news and announcements by developing press releases and blog posts and by sharing product updates and company news with media.

Twisted Pair’s marketing team also attended a number of industry events and trade shows, such as the annual International Wireless Communications Expo (IWCE) and the annual conference of the Association of Public-Safety Communications Officials (APCO). We leveraged these events to schedule on-site briefings with press who also attended the conferences, helping introduce Twisted Pair to relevant reporters and plant the seeds for coverage down the road.

Finally, we undertook a campaign to develop and place contributed articles on behalf of Twisted Pair. These articles were targeted toward Twisted Pair’s key customer segments. They focused on the benefits of Twisted Pair’s technology, told the stories of customer successes with WAVE or shared Twisted Pair’s perspectives on industry trends.

Over an eight-month period we placed a total of 29 articles for Twisted Pair, including 16 contributed articles. Our work garnered coverage in print and online outlets heavily read by Twisted Pair’s customer targets. A sample of these includes: