- Competition: Play to the weaknesses of the iPad
- Heritage: Leverage ViewSonic's 25 years of display expertise
- Education: Share how ViewSonic introducted its first table device in 2001
- Controversy: Make bold claims about Apple's go-to-market strategy
Pre-briefings prior to launch
To kick off the launch of ViewSonic’s tablet market entrance on November 1, 2010, LEWIS held pre-briefings with 20 of the top industry influencers. Outlets briefed included: CDN, ChannelBuzz.ca, Channel Insider, CNET, Computerworld, CRN, Dealerscope, Dow Jones Newswires, eChannelLine, Engadget, Financial Times, Hot Hardware, LAPTOP, Maximum PC, PC Magazine, PCWorld, Smart Computing, Technologizer, TWICEand The Wall Street Journal.
During pre-briefings, LEWIS coached ViewSonic spokespeople to pitch LAPTOP’s editor-in-chief Mark Spoonauer with controversial claims about Apple’s go-to-market strategy to stir up debates about why Apple had not released a 7” tablet. This message strategy was successful with day-of stories buzzing with speculations and questions around whether the market needed a smaller-sized tablet device to fully address consumer needs.
LEWIS worked with Ian Sherr of Dow Jones on a sneak preview tablet exclusive that ran a few days in advance of the launch announcement to drive further anticipation and excitement around the new products. As a result, a strong tablet round-up piece ran on WSJ.com, positioning ViewSonic as a leader with other key tablet players, including Apple, Dell, HP and Samsung.
Resulting directly from LEWIS’ groundwork with reporters in the weeks prior to ViewSonic’s ViewPad 7 launch announcement, a flurry of positive press coverage hit on the day of the announcement, November 1, 2010, by outlets including All Things Digital, Channel Insider, CNET, CRN, Dealerscope, Digital Trends, InformationWeek, IntoMobile, LAPTOP, Maximum PC, MSNBC, PCMag.com, PCWorld, Technologizer, The Wall Street Journal, TWICE, and VentureBeat.
Product seeding / reviews
With the help of LEWIS, ViewSonic seeded review units to key targets at CNET, CRN, Computerworld, Engadget, Hot Hardware, LAPTOP, Maximum PC, Men’s Health, New York Times, PCMag.com, PCWorld, Tom’s Guide, among others. Just in time for the holiday shopping season, the ViewPad 7 was included on the front page of The New York Times Personal Technology section alongside the iPad as a top tablet device to give and receive for the holidays.
Event - CES 2011
To continue the momentum of ViewSonic’s massive ViewPad exposure, LEWIS contributed to putting a major focus on the category at CES 2011. The hottest news coming out of the show covered tablets, and unlike ViewSonic’s ViewPads, many competing products were unavailable for purchase for several months. LEWIS counseled ViewSonic to highlight the fact with reporters that ViewSonic was actually shipping products.
Leveraging analyst reports of 2011 as ‘the year of the tablet,’ two news exclusives were placed with Dow Jonesregarding ViewSonic’s 2011 market strategy and a CES 2011 news preview.
LEWIS worked with TWICE in advance of the CES show to secure a front cover mention and a dedicated story in the special edition TWICE show daily around the new ViewPad launching at the show.
LEWIS’ plan to hold tablet briefings around products already shipping paid off immensely, with 36 tablet-focused meetings taking place on the floor with outletsincluding Bloomberg BusinessWeek, Consumer Digest, Consumer Reports, Dow Jones, Financial Times, Houston Chronicle, LAPTOP, Martha Stewart Living, New York Times, Rolling Stone and The New Yorker. Following the briefings, the ViewPad was included in stories from CES by media outlets such as Consumer Reports and LAPTOP. Encouraging news media to interact directly with product demo units provided them with added assurance that ViewSonic’s tablet solutions were ones to watch. LEWIS also provided sneak peeks at other upcoming tablet solutions to generate added buzz on the show floor.
Creative tradeshow presence
ViewSonic’s iconic Finches in human-sized costumes were used to draw attention to the company’s booth. As a result, The Wall Street Journal’s Walt Mossberg and Katie Boehret stopped to take a picture and receive an impromptu briefing.