CASE HISTORY AND SAMPLE CLIPS
ReplayTV Launch for Sonic Blue
Maximizing a Product Launch
SONICBlue, a Silicon Valley consumer electronics company, asked The Bohle Company to establish ReplayTV, one of the early DVRs, in the broadband, CE and home entertainment markets
Challenges:
• A major competitor (TIVO) was out way ahead of us – and perceived as the first mover in the category
• We were brought on board one month before the planned launch day
Strategies:
• Move fast; get face-to-face ASAP with the key writers and influencers
Results:
• In less than 1 month, we had the ReplayTV product manager on tour for three straight weeks visiting the top CE, tech enthusiast and business press and industry analysts
• Hundreds of product reviews in major market newspapers, national business publications and top consumer magazines
• More than 60 TV segments nationwide
• Product back-ordered for six months
